brand+advocacy
DESCRIPTION
Brand+AdvocacyTRANSCRIPT
![Page 2: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/2.jpg)
WEB 2.0 - THE DATABASE-BACKED SOCIAL WEB. SO WHAT (FOR BRANDS)?
![Page 3: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/3.jpg)
BRAND ADVOCACY + WEB 2.0 = MATCH MADE IN HEAVEN
WEB 2.0
Brand Advocacy♡
![Page 4: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/4.jpg)
Cults Sea Squirts
Lake Wobegon Brainwashing
![Page 5: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/5.jpg)
BUT FIRST, LET’S TALK ABOUT YOUR SALARY: WILL IT GO UP NEXT YEAR?
2009?
?
YOUR SALARY
![Page 6: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/6.jpg)
YOU COULD TALK TO A CLAIRVOYANT
![Page 7: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/7.jpg)
OR TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)
![Page 8: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/8.jpg)
OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION
![Page 9: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/9.jpg)
WOULD YOU RECOMMEND
US?WOULD THEY RECOMMEND YOU?
![Page 10: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/10.jpg)
RECOMMENDATION RATES ARE LINKED TO GROWTH
2003
![Page 11: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/11.jpg)
“The most recommended company in its category
grows 2.5x category average”
![Page 12: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/12.jpg)
SO WHAT YOUR CLIENTS SAY ABOUT YOU DRIVES YOUR SALARY
![Page 13: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/13.jpg)
NOT JUST BECAUSE CLIENTS WHO RECOMMEND YOU CREATE NEW CLIENTS...
![Page 14: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/14.jpg)
BUT BECAUSE RECOMMENDING CLIENTS BUY MORE, MORE OFTEN, FOR MORE
![Page 15: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/15.jpg)
“Personal recommendations are rated #1 influence on purchase decisions across
B2B and B2C sectors”
![Page 16: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/16.jpg)
THERE’S EVEN A VALIDATED RECOMMENDATION METRICLINKED TO GROWTH IN OVER 40 SECTORS
Likelihood you’d recommend...
0 1 2 3 4 5 6 7 8 9 10
PromoterPassiveDetractor
NPS (Net Promoter Score) = Promoters (%) - Detractors (%)
![Page 17: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/17.jpg)
“A 12% increase in NPS correlates to a doubling
of growth” (US)
![Page 18: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/18.jpg)
“A 7 point increase in NPS correlates to a 1%
increase in growth” (UK)
![Page 19: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/19.jpg)
NPS: THE CFO-FRIENDLY RECOMMENDATION METRIC IS SPREADING FAST
![Page 20: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/20.jpg)
“Two-thirds of the economy influenced by personal
recommendations”
![Page 21: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/21.jpg)
“1 in 3 people come to a brand through personal
recommendation”
![Page 22: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/22.jpg)
DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER
![Page 23: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/23.jpg)
BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
IT’S A SMALL WORLD
![Page 24: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/24.jpg)
RECOMMENDATIONS FLOW THOUGH SOCIAL NETWORKS CONNECTING EVERYBODY TO EVERYBODY BY SIX DEGREES
![Page 25: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/25.jpg)
THIS IS NOT A SOCIAL NETWORK(IT’S A SOCIAL NETWORKING PLATFORM)
![Page 26: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/26.jpg)
SOCIAL NETWORKS ARE PEOPLE NETWORKS AND MAKE UP MARKETING’S MOST POWERFUL MEDIA: RECOMMENDATION MEDIA
![Page 27: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/27.jpg)
WEB 2.0 STRATEGY:IGNITE RECOMMENDATIONS
![Page 28: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/28.jpg)
HOW?
![Page 29: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/29.jpg)
NOTHING TO DO WITH VIRALS
![Page 30: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/30.jpg)
AND ADS DON’T MAKE RECOMMENDATIONS
2% proportion of recommendations prompted by advertising
![Page 31: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/31.jpg)
BROCHUREWARE IS NOT THE ANSWER
![Page 32: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/32.jpg)
NOTHING TO DO WITH ASTROTURFING (FAKE GRASSROOTS)
![Page 33: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/33.jpg)
SO HOW DOES WEB 2.0 IGNITE RECOMMENDATION MEDIA?
![Page 34: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/34.jpg)
1. WEB 2.0 AS INNOVATION PLATFORM
![Page 35: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/35.jpg)
THE KEY TO DRIVING RECOMMENDATION: BEATING EXPECTATIONS
70% proportion of recommendations prompted by expectation-beating product experience
![Page 36: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/36.jpg)
RECOMMENDATION FORMULA = EXPERIENCE/EXPECTATION
![Page 37: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/37.jpg)
RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE
“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”
Seth Godin
![Page 38: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/38.jpg)
LAKE WOBEGON SYNDROME
80% of CEOs think their brand offers a superior experience...
![Page 39: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/39.jpg)
LAKE WOBEGON SYNDROME
![Page 40: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/40.jpg)
LAKE WOBEGON SYNDROME
...8% of their customers agree
![Page 41: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/41.jpg)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
![Page 42: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/42.jpg)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
![Page 43: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/43.jpg)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
![Page 44: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/44.jpg)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
![Page 45: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/45.jpg)
WEB 2.0 AS INNOVATION PLATFORMCROWDSOURCING (INNOVATING WITH INSTEAD OF ‘FOR’ YOUR MARKET)
![Page 46: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/46.jpg)
E-COMMERCE ENABLED INNOVATION PLATFORMS
![Page 47: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/47.jpg)
BRAND AS INNOVATION/CUSTOMISATION PLATFORM
![Page 48: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/48.jpg)
2. WEB 2.0 AS VALUE DELIVERY PLATFORM
![Page 49: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/49.jpg)
BRANDED UTILITY
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
![Page 50: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/50.jpg)
“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law CCO R/GA
![Page 51: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/51.jpg)
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
![Page 52: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/52.jpg)
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
![Page 53: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/53.jpg)
WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE SEA SQUIRT IMPERATIVE (SOLVE A PROBLEM OR EAT YOUR BRAIN)
![Page 54: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/54.jpg)
WEB 2.0 AS VALUE-DELIVERY PLATFORMBRANDED UTILITY: DIGITAL SERVICES AND PRODUCTS
![Page 55: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/55.jpg)
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
![Page 56: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/56.jpg)
INSTANT GRATIFICATION
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
![Page 57: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/57.jpg)
INSTANT GRATIFICATIONSIMPLIFICATION
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
![Page 58: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/58.jpg)
INSTANT GRATIFICATIONSIMPLIFICATION
COGITO CONSOLANS
WEB 2.0 AS VALUE-DELIVERY PLATFORMDELIVERING EMOTIONAL AS WELL AS PRACTICAL/ENTERTAINMENT VALUE
![Page 59: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/59.jpg)
WEB 2.0 AS VALUE-DELIVERY PLATFORMTHE RISE OF BRANDED MARKETPLACES?
![Page 60: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/60.jpg)
3. WEB 2.0 AS ENGAGEMENT PLATFORM
![Page 61: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/61.jpg)
WEB 2.0 AS ENGAGEMENT PLATFORMDIALOGUE NOT MONOLOGUE
![Page 62: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/62.jpg)
WEB 2.0 AS ENGAGEMENT PLATFORMBRAND ADVISORY BOARDS
![Page 63: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/63.jpg)
Sneak Peek VIP Vote Inside Scoop+ +
WEB 2.0 AS ENGAGEMENT PLATFORMBRAND ADVISORY BOARDS
![Page 64: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/64.jpg)
WEB 2.0 AS ENGAGEMENT PLATFORMDIALOGUE DRIVES ADVOCACY
![Page 65: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/65.jpg)
WEB 2.0 AS ENGAGEMENT PLATFORMTHE HAWTHORNE EFFECT
![Page 66: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/66.jpg)
WEB 2.0 AS ENGAGEMENT PLATFORMBUILDING A BRAND ON ENGAGEMENT
![Page 67: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/67.jpg)
WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
WEB 2.0
![Page 68: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/68.jpg)
Propensity to Recommend (NPS)
WEB 2.0 AS ENGAGEMENT PLATFORMIGNITING RECOMMENDATIONS THROUGH ENGAGEMENT
![Page 69: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/69.jpg)
WEB 2.0 AS ENGAGEMENT PLATFORM: THE NEXT STEP
![Page 70: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/70.jpg)
ENGAGEMENT ADVERTISING?
![Page 71: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/71.jpg)
ENGAGEMENT ADVERTISING?
![Page 72: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/72.jpg)
SUMMARY
![Page 73: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/73.jpg)
RECOMMENDATION RATES DRIVE GROWTH
EXPECTATION-BEATING PRODUCT EXPERIENCES
DRIVE RECOMMENDATIONS
WEB 2.0 CAN HELP BRANDS DELIVER
EXPECTATION-BEATING PRODUCT EXPERIENCES
BEYOND COMMSWEB 2.0 AS A PLATFORM
INNOVATIONVALUE DELIVERY
ENGAGEMENT
![Page 74: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/74.jpg)
Cults Sea Squirts
Lake Wobegon Brainwashing
![Page 75: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/75.jpg)
IF YOU REMEMBER JUST ONE THING...
![Page 76: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/76.jpg)
IF YOU REMEMBER JUST ONE THING...
WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT
![Page 78: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/78.jpg)
clickadvisor
Paul MarsdenPaul Marsden, a market researcher specializing in brand advocacy and innovation, is a director at online brainstorming agency clickadvisor.
Career highlights to date
‣ Product management, sales and market research at Astra Zeneca‣ PhD in psychology (social influence -how people influence people),
development of online research tool featured in The New Scientist‣ Led London School of Economics team validating the link between
brand advocacy and sales growth - worked on brand advocacy projects for BBC, LVMH, Nokia, Economist, and Unilever‣ Co-founded two successful digital marketing agencies (Spheeris
(online PR) and Brainjuicer (online research))‣ Co-authored popular business book ‘Connected Marketing’
Paul’s latest venture, clickadvisor.com, is an online brainstorming site that helps brands do collaborative innovation with consumers.
![Page 79: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/79.jpg)
clickadvisor
Paul Marsden (Flipside)A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster.
![Page 80: Brand+Advocacy](https://reader031.vdocuments.site/reader031/viewer/2022020503/568c4c4f1a28ab49169f9fd3/html5/thumbnails/80.jpg)
clickadvisor
AcknowledgementsPhotos - iStockphoto http://www.slideshare.net/
Except front page Web 2.0 from flickr - Flynn Burhoe - http://www.flickr.com/photos/oceanflynn/315385916/
And “If people talked to you the way advertisers talked to you, they’d hit you in the face” cartoon by Hugh Macleod http://www.gapingvoid.com/Moveable_Type/archives/002843.html