OfficeMax Goes Live with Elf Yourself for its Forth Straight Year
Last week, my wife spent about a half-hour one evening on OfficeMax’s Elf Yourself adding viral content to her personal Facebook page. It was an instant hit with all of her FB friends and family, as usual – traveling through her familiar circle.
Elf Yourself has gone live in its fourth straight year this 2009 holiday season. OfficeMax has enhanced the fun application this year with new features and capabilities allowing consumers to customize their videos of dancing elves with their own pictures. The Facebook Connect tie-in allows users to upload pictures from the social network and to post their Elf Yourself videos directly to their profiles, as my wife did. That social element goes beyond the application itself drawing laughs from many of our friends and family members.
Hastings Entertainment Provides Free Social Interactive Yule Tool
Then we came across another fancy free social interactive that enables a user to personalize a full-motion e-card video starring themselves and their loved ones or even celebrities in either a “Naughty or Nice” greeting, which is available at http://www.yuletool.goHastings.com.
The user can attach their own personal sentiment and send it to anyone they’d like via email. The Yule Tool was created and developed by Capitola Media of San Francisco, California. The free Yule Tool e-card is designed to be a fun interactive way to celebrate the holidays. This brings up the question… Why haven’t audiences grown tired of interactive tools such as these? Maybe it is not so much the tool as what users can apply to it that keeps it fresh and relevant.
For example, after showing my colleague Dave Lemeiux this Yule Tool, he sent me a pretty funny version of his personalized Yule Tool greeting that he made using Kwame Kilpatrick his wife and girls, seen here: http://yuletool.gohastings.com/card.php?id=1431177947.
This silly personalized message, states: “I’m with both my girls!!!” For those that live in Southeast Michigan, this is probably more of a sad display of our rough history rather than a funny joke. However, that is a nice feature of this Yule Tool… the ability to add a personalized text message in the greeting, which is one advantage over the Office Max Elf Yourself rendition to spread Holiday Cheer to your friends and family.
When I sit with clients, prospects and colleagues, I try to spend the time both teaching and learning. In particular, when I coach many of the smart people that I am thankful to work with, on a variety of digital marketing and social media business strategies, I have a tendency to often lose them. This is most likely because of the speed that I explain things.
I have a bad habit of assuming that people know what I am talking about because I get very passionate about sharing my experiences and knowledge. Ask my wife and she will not only agree but laugh that I am stating this fact.
The critical focal point in the first sentence above, however, is learning. I have found that as I am teaching others, I can actually learn more than I am teaching in many cases. For example, (take a social assessment and strategy development for a B2B company) – I’ve consulted with some very intelligent and savvy business people in the B2B arena on social assessment projects – but I’ve learned to become a better listener. Which, ( …BTW) – allows me to be a better learner and ultimately a better teacher.
Outside of an extremely detailed assessment ( among other deliverables) – including “listening” to the social landscape of:
* Brand mentions
* Competitors
* Customers, across several industries
* Service offerings/products
Prior to developing a strategy – the recommendation to begin improving their web sites is sometimes needed first and foremost. As my colleague Shauna Nicholson states, “It’s like dressing up before you go out to a business event.” However, what if your client really likes their current site? (Even if it has not been updated since 2001) Feeling that there is nothing needed for improvement. In fact, they feel that:
* The creative is great. (In reality: It looks like 1998 is calling!)
* It has functionality and conversions are great. (In reality: They don’t know the potential that they are missing.)
* It must be optimized correctly, right? Just leave it and let’s move forward with Twitter and Facebook, right?
How do we explain this most basic step? Putting your clothes on before you go out… a small (but very important) part of the overall strategy, without irritating or losing a client? Here are some slivers of the website technical optimization pie that can hit a cord with a President of a large B2B organization.
Let’s say that Google, Yahoo and Bing are the hosts of a major trade show in your industry. Anybody that you ever dreamed of getting in front of is your audience – and they are at this trade show, which gives you many opportunities to tell them all who you are and what you do. You go outside of your booth passing out some really great items to draw them to your booth (as well as having the opportunity for your hosts to draw traffic to your booth…) But, what happens when they get there?
Let’s look at what you are telling your hosts first:
Page Title - Does your page title (or tradeshow banner) effectively tell Google (or your trade show host) who they should recommend visiting your booth?
(Is it relevant and descriptive to the industry you serve?
Meta Description – Does your meta description effectively tell Yahoo what you do?
(Does it match the visible text?)
Meta Keywords – Are your keyword effective and relevant?
(Are they consistent with the content page by page? (Each page individually optimized?))
Then… there is your audience (what if they come): They’re Heeere! Once your users show up, is your website clear, consistent and easy to navigate? Or is it cold, gloomy and/or hard to understand? I’ve personally spent more time at trade show booths that have occupied my attention (without overwhelming me) and offered great information. The same goes for websites. So, you have a 24-7 (365 days a year) trade show going on and your okay with a dingy booth with incomplete messages and no one hanging around, eh?
Driving traffic to a site can be the easy part – in some cases, outside of the fact that we want to get relevant traffic – we want to look the part. Do we have a nice outfit on, have our hair combed, teeth brushed and flossed with a smile on ready to do some business?
I can’t stress the importance of research, strategy and planning (enough) in any good marketing strategy. I attempted to describe this in my post from this April titled: Moving the Needle with “New Media” – Technically Speaking (under the subheading: Finally, don’t just throw your time or budget away!) A solid digital business strategy will ensure that the work done has an incremental and long-term value for years to come. Is this branding at its best?
Yesterday, I was training a small group on best blogging practices. Good thing, I’m able to use my own blog as an example of how content marketing has a “shelf life of years.”
I have started several blogs over the years either for friends, clients and even myself – all with a variety of different purposes or strategies. This very blog (http://www.freshmenz.wordpress.com) (originally) started in May of 2008 to discuss products that my family uses in our home.
In May of this year, I started using this blog to discuss topics of interest to share certain passions, experiences and stories in my life. Thus, I began writing somewhat regularly on this blog. As it began to pick up popularity with my content on social media and digital marketing, this caused some confusion with some of my audience.
Back in 2007, I had started an e-commerce website (using the domain http://www.freshmenz.com) and set up a low budget website with a shopping cart to sell these products directly. I mass distributed a press release and was also very active in social communities engaging people with similar interests, sharing and collaborating on information about the green technologies that I was passionate about, used in my home and offered via my e-commerce website.
Content Marketing Relevancy
I originally intended for people to find me and ask me how these products have helped my family. At that time, I found how to becoming a valuable resource for people online (rather than trying to sell directly to them) results in developing many great relationships. I developed a nice customer base with customers all over the United States because they found my content useful and/or informative (via various locations on the Internet.)
Today, I use this domain for my blog yet this content still exists on hundreds of web sites driving traffic to this property. Although, I am still a resource for these products the user experience may be confusing for those who click through looking ti find information on how to clean their clothes without using laundry detergent (e.g. LaundryPure). That is… unless they find this specific post (or some other specific previous post), it is easy to understand how they could easily be lost, confused and annoyed. The fact that this content has a shelf life for many years is exactly why you want to have a solid strategy in place first (and foremost.)
I’ve worked with small brands (e.g. Freshmenz Enterprises), medium brands and large International brands on digital marketing efforts that use content to become an authority in a variety of different areas. Whether you are a major automotive supplier, a non-profit organization, a small business or a professional blogger… your Internet presence needs a strategy for long-term success.
I apologize for (originally) not having a specific plan in how I would use this domain and this blog. However, it has been a great example to show friends, colleagues, prospects and clients. Does your brand have a long-term digital strategy?
The past several posts have focused on philosophical approaches to our universe that we all share and in particular how New Media is evolving. How businesses, brands and individuals can adapt. Our world is forever changed (and continually changing) – how we view and live through the changes is critical to how we advance. As Ayn Rand stated, “Morality is the judgment to distinguish right and wrong, vision to see the truth, courage to act upon it, dedication to that which is good, integrity to stand by the good at any price.”
No matter what you believe or how many philosophies we study. I believe that my parents and grandparents taught me the value and romance of what really matters in life. I am very lucky for that! Feel the L-O-V-E . A few years ago, I wrote the following poem:
Memo To Society
My sweet society, I can’t comprehend you and your ways.
The years go by, trends forever changing, with formidable,
impressions you leave in our minds, innocent yet cruel at times,
manifesting each generation as cohorts of idiosyncratic identities.
What troubles you so? Is it the mass media showering your
vitality with an irresistible craving for lust and ferocity,
bringing an infinite quest for every conceivable desire, leaving
the need for willpower damaged as debris from an imploded building?
Where did you lose your innocence and romance? I’ve heard it was
seen in a time when my grandparents were young, singing seducing
sweet melodies to be enjoyed by all audible ears, gently whisking
worries to a place of happiness and family.
Society where are you going now? Love quickly turns to hate
in the absence of selflessness and respect, bringing us to a place
where children grow up too fast and parents can’t validate values
for living lavishly while being humble to understand basic needs.
Society you now own instant gratification beyond the wildest
imagination. Today, with so many time saving devices and no time,
I want it all and I want it now, thank you for being a raging river.
I’ll be a cork, take me downstream, how you want to control!
Today, our world has been turned upside down. Many still don’t know where they are going. Are you fighting it or being a cork? – as Dr. Andrew Barclay at M.S.U. would put it.
Success is measured by our authenticity, transparency and accepting the responsibility – keeping our integrity along the way no matter what! From a business stance, how do we collectively navigate through the aftershocks from the earthquakes that left our world fragile. “That was then…. This is NOW!” is a movement to consider being driven by Agency17. Collectively – can good people start to clear the dust from this turmoil to begin moving forward?
Agency17 and The NOW! project is leading this very movement.
Todd Smith from Agency17 discusses “that was then, this is NOW”.
Source: agency17 (Viddler)
Can an agency foster the collaboration, synergy and harmony working as something bigger and greater than itself?
"Miracles do not 'happen...' Miracles are made." - Dr. Paul Pearsall [Photo Credit: MSD Photography
Modern Technology with Faith
Earlier this week, I read in AdAge about a catholic cardinal (in Ireland) who stated: “Make someone the gift of a prayer through text, Twitter or e-mail every day. Such a sea of prayer is sure to strengthen our sense of solidarity with one another.”
In this post, Simon Dumenco focused on the mass volume this tool endures vs. how it can be monetized, a serious topic in itself. Heck, maybe Twitter will receive a large donation from the anonymous donor surprising colleges (or some other divine intervention.)
The notion that social media can strengthen “our sense of solidarity” is an interesting thought to ponder. Could this violate the sanctity of prayer? Perhaps. Does Twitter help bind groups together? Potentially
Social media continues to be analyzed from psychographic segmentation to simple do’s and don’ts. For example, I enjoyed a great post this past February on Mashable from Sarah Evans who stated, “It doesn’t matter if you’re on Facebook, Twitter, YouTube, Flickr; your online personality is not only part of your overall brand, it becomes an interactive experience for you and your business.”
No matter who you are or what you represent – remember everybody can see you. In Dr. Paul Pearsall’s book Miracle in Maui, the second general theory from new (cosmic and quantum) science teaches us that we create our own reality by our own point of view. Can we apply this theory to social media today? What do others say about you – your brand – your company? And most importantly, do you listen to them? Take the time to listen. I recall professor Pearsall telling us, we have so many “time saving devices today but no time for anything.” Taking the time to listen is critical.
The Ten Sacred Secrets of Science Applied to Social Media
To Doug - Aloha - Paul Pearsall (March, 1997)
Obviously, Pearsall’s teachings inspired me (among many others, I have observed.) At times controversial, Pearsall was able to bridge science and spirituality. In Miracle in Maui, he shares ten secrets of science for the “making of miracles.” Although his teachings are at a “higher spiritual level”; looking at these complex theories – Can individuals, brands and organizations apply these theories to social media? – Can we learn how to use the tools productively?
First General Theory – Nonlocality
We’re everywhere. Are my actions on line faithful, genuine and truthful?
Second General Theory – Observer Participantcy
Reality is created by our own observations. How do I observe the world? How do others observe me?
Third General Theory – Uncertainty Principle
There is a constant state of flux in the universe. But according to Pearsall, “one thing is certain in the world: Relationships are everlasting.” Do I value all relationships?
Fourth General Theory – Complementarity Principle
There are two opposing states (e.g. energy and mass or positive and negative) Am I positive? How do I handle negativity?
Fifth Scientific Principle – Oneness
We’re all number one – everything is connected. Can I influence others? Can others influence me?
Sixth Scientific Principle – Levels of Reality
Transcending our local see-and-touch world. Do I dare to dream big? Wonder + Imagination = Miracles
Seventh Scientific Principle – Relative Timelessness
Time doesn’t tick. Can I have an “Aha!” moment?
Eighth Scientific Principle – Growth Energy Fields
Influence development of all living things. “Sudden coincidences are the pulls and pushes from these growth energy templates.” Can my tweeting inspire growth?
Ninth Scientific Principle – Entropy
Derived from the Second Law of Thermodynamics – We are all falling apart. Do I learn from mistakes to promote continued development?
Tenth Scientific Principle – Chaology
The study of Chaos. Do I fear the chaotic social web or look within it rather than away from it for clues?
The Power Of Everyone
This all may sound redundant or even a little crazy. But to summarize, I have learned from many great people in my past. From professor Pearsall who shared his knowledge of making miracles to entrepreneurial people like William “Bud” Brian who had passion about his business, his brand but also (most importantly) the people he worked with and his relationships. There are many other great colleagues and team members and even a few not so great ones who have inspired me. Now, the Internet is more of a social medium than we have ever seen in our modern day. As part of a “nonlocal” and connected universe I look forward to continued learning and growth. And potentially teaching or inspiring others too – building many great relationships!
We all depend on each other, in some fashion, right?
Growing up, I played a lot of soccer. As an average soccer player, I had to allocate extra practice time. However, I was fortunate to have great coaches and teammates continually pushing me to become better. All I had to do was be open to getting help. Becoming a better soccer player eventually just fell in place.
I knew that I was a small part of a great team and I was a part of a community that supported us. We (players, parents, administrators, community fans and friends) were in it together – To share in the fun, to learn and teach each other how to become better soccer players, to win without gloating and to hold our heads up high when the game was lost.
In Middle School, our coach (Phill Seasock) taught us when you step on and off the bus, you represent our school, our city and our community – “we are driving billboard!” As a good leader, Seasock’s teachings about the game of soccer were not as important as the respect that he intertwined in each of us – respect for ourselves and respect for others around us (including the other teams.) We played good soccer as a team and individually acted as gentlemen, always (on and off the field.)
Coach Seasock and his 1991 middle school soccer team.
Just as in the case with Middle School soccer players… Today, things are conceptually not very different in regards to social media. Whether you are a part of a team, group, company, community, etc. – you become “a digital billboard.”
Last night, Refresh Detroit (follow on Twitter @refreshdetroit) held a discussion with a diverse panel of excellent speakers (including, Evan Deutsch, Dalila Akli, Chris Kochmanski and Shannon Paul moderated by Marie MacNee) who provided valuable dialogue about:
· best practices for writing web copy
· users interaction with copy
· copy writing for (SEO) search engine optimization
· writing for social media
Please feel free to view the great discussions here…
Focusing on the last bullet, Chris Kochmanski (with over 30 years of strategic marketing experience), stated something that struck my interest, “I generally tend to write in a more conversational tone… online.”
Following up on this last point from Chris, Shannon Paul started out by saying, “The Internet is a social place…” How can a brand elevate the human level? How can you become a resource?
Shannon’s blog post (“Don’t Be That Guy”) from last summer concisely sums up how you should approach the digital space without being offensive or rude. Maybe my (yet another) analogy is an overkill but imagine your billboard standing out as an offensive eyesore, rather than blending in with the scene – nicely. In social intercommunication, your punishment is not detention or extra laps at the next practice. It creates a bad reputation and futile relationships.
I’ve probably been that guy in some cases (we all have most likely) but the key is to remember – as Shannon also explains…” it’s not too late to change your ways.” You really can’t hide your true character – the community will quickly identify the persona that you present, masking your true motives. Deceptive behaviors for a desired impression when interacting with other people will read like a blinking billboard displaying, “pay no attention to the man behind the curtain.”
Finally, I was having a conversation with a colleague about all of the opinions and discussions surrounding social media. He stated, “Everybody wants to be the smartest guy in the room.” Absolutely, who wants to feel bad about themselves or feel useless, the key is to be respectful not boastful – remember that we are all part of a community. Share what you know. Don’t be an eyesore – a showboat. Be a good billboard – a resource. Play nicely with others, even if there are disagreements. Especially when representing a brand/company/team…in the community.
We all depend on each other. I’d say so!
How do you depend on others or help those who depend on you?
Technology, Entertainment, Design (TED) When your mission is to spread ideas, there is no limit to what the future holds. This video with Pattie Maes and her student Pranav Mistry at a recent TED Conference demonstrates how humans can progress information with technology. From some of the leading minds at MIT, Maes’ lab is demonstrating a wearable device with a projector that allows intense interaction within our environment.
Reflecting over the first quarter of 2009, I’ve spoken with small business owners, medium business owners, large global business leaders, brand managers, entrepreneurs, agency VPs, PR experts, client marketing executives, adverting executives, social media gurus, writers/bloggers and of course – IT and technical wizards (whew…) who are all energized and thirsty to move the needle forward.
Now that the second quarter is underway, are you maneuvering towards your goals and effectively moving the needle forward or just idling on fumes? With a sour economy still looming, budget cut hangovers are still pounding in every ones heads and resources are “busting-at-the-seams.” Yet, many savvy businesses are staying ahead of the competition by learning from and embracing the maturing “new media” technologies – cultivating well planned digital marketing, digital advertising and social strategies.
A well-executed digital strategy can drive businesses forward. Advertising can help you with the ability to connect with your target audience across multiple digital touch-points. Content marketing helps you become an authority on topics that will allow you to have “a shelf-life of years” out on the web. Social strategies can build one-to-one relationships that help your enterprise grow credibility and relevance over time. In addition, if done correctly a well-executed digital strategy can aide in building brand champions and hand raisers that facilitate your message – genuinely.
Traditional or poorly executed digital methods that lack effective measurability to track an accurate ROI can be painful. In addition, many times they can even fall short of providing valuable baseline data benchmarks and reliable consumer insights for future use.
Is New Media New?
So, when it comes to “new media”, is the media new or is it how the technology is maturing that is – in fact – new? It has matured – nicely – sort of, since I graduated from college nine years ago.
So Today, What Is New Media…?
For the later part of the 20th century, we can simply define new media as the emergence of networked information and digital communication technologies. When I was in college in the late nineties, I used every aspect of the web that was available at that time from early social communities (e.g. CollegeClub.com) to search engine research. (An MSU professor first told me of Google in 1999.)
New media today is “all growns up” Or is it? We continually see the maturation process happening on a daily basis. Content relevancy is rising and digital communication is flowing “over capacity” at times.
Twitter Over Capacity - Source: Twitter
In many digital strategies discussions, people can become awestruck (at times), when I speak: conceptually, technologically, metaphorically and even literally in the same conversation. How is that possibly – you might wonder… Well, it can be a blessing (and a curse at times) but as a motivated marketer with a creative side and an actively analytical mind – I just fit right within the digital space. It also helped that I double-majored in Communications and Psychology after striving to be an Engineer the first to years of my college career.
Is digital a realistic approach for our brand?
We have a saying at SmartFinds, “We take a rational approach to an irrational medium,” which was coined by our colleague, Gene Brady, in the Fall of 2008. As is the case in any good creative, marketing, social or advertising strategy, the first step is developing a strategy based on solid business objectives and intense research – or “listening.”
Recently, I was talking with a friend about a social strategy and as I was speaking on this “listening” business he stated, “yeah, but you’re not actually “listening,” you or your marketing team is reading stuff on the Internet.” I said to him… “Shhh… listen…, with the expertise of our analysis software and technology tools, can’t you hear the sweet music of ones and zeroes playing 24-7?” Is your brand in harmony, out of tune or not even audible on the web?
Finally, don’t just throw your time or budget away!
Don’t think that you need to do everything at once. Develop your plan with solid business objectives. The new media flow begins with a review of the business objectives. Followed by – Research, Strategy and Planning to derive trustworthy marketing, advertising and/or social objectives.
For example, at a high level, – approaching an effective digital marketing program requires:
Industry Research – In developing your strategy, we need to understand your business, your products and services to provide solid gap analysis to guide you to get the results you need and catapult you ahead of your competitors.
Market Research – We must answer all questions that will allow us to reach your target market. This includes analyzing items such as, key phrases searched, the volume of those searches and competition that is out there. We will also find websites, forums, blogs, communities, micro communities, et al. – to learn (“listen”) how your target audience uses the Internet.
Competition Research – We generate Internet metrics about your site with the public information such Page Rank, Traffic Rank, Link Popularity and Keyword Density. These metrics not only allow us to perform technical marketing (including SEO) but also give us guidelines and goals to reach for a content marketing campaign for sustained presence within the Internet community.
Competitor Research – You need to distinguish between Competitors and Competition online. Competitors are companies that provide the same products and services with the potential of acquiring business away from you. Competition – Any web page that happens to have the same keywords or phrases that are part of your content marketing campaign. Competition research gives us information why a certain web page is ranked, while Competitor research will help us identify how well the competitors are actually performing on the Internet.
Strategy Development – Analysis of the research data helps determine the type of content marketing needed. It helps to guide the changes needed on your website for visible text or the effectiveness of the campaign as your brand is marinating on the Internet.
Business Plan Development – Does the strategy have potential to increase revenues? How much revenue can it potentially increase short term and long term? Based the campaign objectives and your profit margins we can provide you with an estimate for the return on your investment into your own company.
Are you already embracing new media to help drive business forward? Need help getting started? What are some of the pain points in your business world today? Let us know what’s working for you or what questions you may have. Remember, at SmartFinds Internet Marketing, “We take a rational approach to an irrational medium; and we are dedicated to one thing: helping you drive business through Internet marketing.”
The Modern Day “Social” Revolution
As the powerful advocate of liberty he was; amidst a heavy party conflict in 1800, Thomas Jefferson wrote (in a private letter), “I have sworn upon the altar of God eternal hostility against every form of tyranny over the mind of man.” Too bad Mr. Jefferson didn’t have a Twitter account! I’d love to pour through those transcripts…
Today, we are witnessing the rapid social, economic and political changes, all of which are implicated with developing technology. Through the hard work of our early and modern day Patriots – we all have a voice – subjective to the world – for all, willing and able to hear (or at at least potentially hear.) Whatever message or statement it is that we want to project.. (e.g. Go STATE or Detroit is really a great place to live and work…) Do these topics really matter to anyone else? I know they do, but not to everybody and anybody.
Final Four - Ford Field - Detroit, Michigan
To sum this up, Jefferson et. Al. led the way for our social media revolution today. Shortly after The Declaration, “The People” set forth our Bill of Rights so that my mind, your mind and all minds are free from tyranny – at least for the moment…
Objectivity vs. Subjectivity
Recently, I was discussing my experience – or rather – listening to a gentlemen objectively explain my experiences to me – from his impartial point of view. His explanation was purely subjective by his own personal judgment from where I was sitting but his “objectivity” was certainly interesting. He reminded me of a few of my favorite lectures from my favorite and professors in college: Dr. Paul Pearsall and Dr. Andrew Barclay.
Both Pearsall and Barclay had uniquely eclectic ways of teaching, which had subjected a positive impact on how I approach my personal/professional relationships and social connections. In fact, the first book that I read by Pearsall (SUPERIMMUNITY) opened my mind to quantum physics and a “Cosmic Code” as the late Dr. Pearsall commonly referred to this matter. Barclay also lectured (in his own subjective way) about a similar existence called a super network. This goes much deeper than Twitter, FaceBook and Social Media (in general) but the large amounts of quantitative and uniquely qualitative data that these technological applications provide – are extremely useful. Just objectively sit back and “listen” to all of the information flowing out there!
“The meaningful coincidences in our lives, seeing without looking, and understanding that there are several ways of “knowing” are evidence that there is much more to us than skin and bones and days and years.” Dr. Paul Pearsall – Making Miracles (1993)
If content marketing is a “supportive method” consisting of “quality, relevant and valuable information” then the social conversations (that are in fact changing business profoundly)… must be the real culture changer for many organizations. The key and first step for a business is – listening. That is, finding the online conversations, detailing communications, analyzing the discussions, identifying and defining opportunities for before joining in on the conversation (when appropriate.)
How are you preparing for the movement of social media into your business? Are you avoiding it or cultivating leaders within your organization to take charge? Please feel free to share your suggestions and ideas.
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iment and send it to anyone they’d like via email. The Yule Tool was created and developed by Capitola Media of San Francisco, California. The free Yule Tool e-card is designed to be a fun interactive way to celebrate the holidays. This brings up the question… Why haven’t audiences grown tired of interactive tools such as these? Maybe it is not so much the tool as what users can apply to it that keeps it fresh and relevant.
!["Miracles do not 'happen...' Miracles are made." - Dr. Paul Pearsall [Photo Credit: MSD Photography]](http://freshmenz.files.wordpress.com/2009/05/img_6757.jpg?w=510 "Photo Credit: MSD Photography")
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