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My cs forum talk about how native advertising, content marketing, journalism and content strategy can help each other.
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BREAKING:How Native Advertising Makes Headlines
@hawkt | #csforum13
NATIVEADVERTISING.
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AKA SPONSOR BRANDED ADVERTORIAL STEALTH MARKETING CONTENT.
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everybody’s talking about it.
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everybody defines it differently.
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nobody knows why.
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but we *do* know one thing:
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native advertising isis breaking news.
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(also possibly advertising.)
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it’s cool, though:
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sometimes breaking thingscan be a good thing.
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so let’s crystallize ourdefinition of native advertising...
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then we can break it and see what we can make with the pieces.
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BUT FIRST...Who Am I?
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hawk thompson
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@hawkt
al giordano,journalist / mentor
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editorial associate
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valley advocate
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sr. content strategist
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razorfish.com
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content director
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hawkthompson.com
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content generalist
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hawkt.com
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content whisperer
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@hawkt
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OK...Where Were We?
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ONE:What Is Native Advertising?
the short answer:
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let’s start with a definition.
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native advertising (n.):content marketing designed to belongin the environment
of its audience.
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belong.
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the nitty gritty:
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it’s not all black and white.
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native advertising is likethe wild wild west...
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a largely unexplored frontier...
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full of intrepid explorers...
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scheming prospectors...
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...and potential trainwrecks.
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but it also has the potential to be pretty f*cking awesome.
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*
it’s all depends on how you approach it.
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before we can understand native advertising...
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we need to understandcontent marketing.
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content marketing (n.):a way of connecting
brands with audienceson their own terms
via shared interests.
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types of content marketing:brand content
sponsored contentadvertorials
brand journalismnative advertising
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native advertising (n.):content marketing
designed to be loathedin the environment
of its audience.
@hawkt | #csforum13
native advertising (n.):content marketing designed to belongin the environment
of its audience.
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?!?
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sooo basically...
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+@hawkt | #csforum13
+@hawkt | #csforum13
=@hawkt | #csforum13
BOOM.
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NATIVEADVERTISING.
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easy breezy.
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not so much.
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but there are *tremendous* opportunities in this space...
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...for the intrepid explorers among us.
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TWO:How Should We Approach It?
short answer:
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not like this.
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content marketing isn’t hunting.
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native advertisingdoesn’t “capture” audiences.
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we hunt for shared interests.
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then we captivate audiences.
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the nitty gritty:
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this is how we do it.
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brand
beliefs interests values products
audience
metadata
it all starts with metadata.
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metadata is what your brand and your audience have in common.
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???
driversjockeys
automobileshorse races
efficient dynamics
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the joy of driving.
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shared metadata -->
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shared interests -->
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unifying themes
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unifying themes should drive your content.
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metadata should guide content creation, curation and cultivation.
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create curate
cultivate
contentmarketing
editorial-quality text,images and video
relevant, contextualizedthird-party content
user-generated content:comments, reviews,
posts, images, video, etc.
source: gartner, february 2013.
the three “Cs” of content marketing
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text
articles, interviews, blog posts, whitepapers,
case studies
create
imagery video multimedia feeds
photography, infographics, sketchnotes
interviews, demos, behind-the-scenes,
webisodes
“snowfall”-style immersive rich media
experiences
curated content via partners and social
media platforms
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originalmaterialcreated or
commissioned by a brand
curate
socialfeeds
cultivatedUGC
licensedcontent
sponsoredcontent
twitter, facebook, instagram, vine,
tumblr, blogs, etc.
content your audience shares (submissions,
uploads, tags)
news feeds ofspecific content
(licensed or full use)
third-party content underwritten for paid placement
@hawkt | #csforum13source: gartner, february 2013.
to cultivate those interests...
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1) listen to your audience.
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it lets them know you care,
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and your personal attentionis their exclusive reward.
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2) reach them where they live.
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show them you understand...
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what they do with their time...
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and where they spend it.
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3) make interesting content.
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it creates lasting connections.
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THREE:What Keeps Us Connected?
short answer:
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topics that excite and engage us.
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ME
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MUSIC
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HUMOR
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SPORTS
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FASHION
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SCREENS
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NEWS
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FOUR:Why Journalism?
short answer:
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“i should’ve known better.you’re...in advertising.”
we’re dying over here.
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“we” meaning advertising.
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also journalism.
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there are lots of ways we can help each other.
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and plenty of reasonswe why we should.
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the nitty gritty:
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three main reasonscome to mind.
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1) banner ads are hurting.
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the banner ad has been unchanged for 18 years.*
source: https://medium.com/digital-advertising/ad94724dfff7
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there are still innovatorsin the banner ad space...
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but in terms of engagement, the numbers don’t lie.
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source: media mind
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2) native ads are starting to thrive.
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potential for profit here is big.
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$40k-1mm per unit* big.
*This is the price range for a piece of Huffington Post Partner Studio original content. Other rates may vary, obvs.(source: http://digiday.com/publishers/huffington-post-branded-conten/)
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in 2012, 10% of forbes’ revenuecame from native advertising.
(source: http://www.adweek.com/news/press/forbes-sponsored-content-bet-pays-148341)
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3) everyone wants credibility.
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@hawkt
al giordano,journo / rebel / mentor
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back in the day, journalists were paragons of credibility.
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we can learn from them.
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and vice versa.
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if we’re sure we want to go there.
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FIVE:Should We Even Go There?
short answer:
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yes.
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we have the opportunity to do truly groundbreaking work.
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the nitty gritty:
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there are a few things we’ll need to do to get there.
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1) think like a publisher.
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craft a clear editorial direction...
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with ethical guidelines...
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room for diverse views...
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a focus on broad issues...
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and an emphasis on the topics, not the brand.
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2) understand the environment.
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“no journalist would have to write this piece of ad content about a brand
and then write a news story about the same company.”
-jonathan perelman, buzzfeed vp of agency + strategy
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great, but....
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67% believe newsis often inaccurate*
source: pew research center for the people + the press, august 2013. http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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75% believe newsis often influenced*
source: pew research center for the people + the press, august 2013. http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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76% believe newsis often biased*
source: pew research center for the people + the press, august 2013. http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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truth be told, there is some bias...
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animal + mother
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vice + wpp
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huffington post + digitas
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buzzfeed + vayner
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and this is just the beginning.
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it all comes down to the story.
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3) serve the story, not the brand.
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lose trust, lose credibility.
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no credibility, no audience.
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no audience, no breakthroughs.
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SIX:Who’s Breaking Through?
short answer:
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the intrepid explorers among us.
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EDITORIAL
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OK THENWhere Were We?
IMAGERY
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VIDEO
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OK THENWhere Were We?
MULTIMEDIA
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SEVEN:Where Does Content Strategy Fit In?
short answer:
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we are the foundation.
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the nitty gritty:
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“content strategy is planning.content marketing is one
tactic that might stem from your careful planning.”
-@gigigriffis
source: http://www.content-for-good.com/2013/08/13/the-difference-between-content-marketing-and-content-strategy/
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if you want native advertising to work, you have to plan for it.
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1) establish clear goals (and KPIs).
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2) get exec-level buyoff.
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3) build a publishing model.
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organize team:
publisher
editor-in-chief
cultureeditor
featureseditor
publiceditor
managingeditor
creativeeditor
contentstrategy
contentacquisition
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build processes:
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source: http://www.slideshare.net/danieljacobson/npr-examples-of-cope
cope:
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4) promote, promote, promote.
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5) measure and modify.
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source: http://stdout.be/2013/08/26/cargo-cult-analytics/
If you want to make big data work, you have to be really specific about what you’re trying to achieve.
“metrics are for doing.”-@stdbrouw
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TL;DRIs Native Advertising Broken?
short answer:
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no.
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we’re just breaking it in.
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to get where we need to be, keep these things in mind:
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1) be intrepid.
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2) respect your audience.
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3) share their passion.
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4) keep church and state separate.
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5) take calculated risks.
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6) learn from mistakes.
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7) plan on breaking things.
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do this andyou might make headlines.
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but above all else, do it because it’s your passion.
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hawk thompson
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razorfish.com
hawkthompson.comhawkt.com
@hawkt
THANKS!
@hawkt | #csforum13