social media « Word of Mouth Marketing | Social Media, Search, Blog, and Viral Marketing

Posts tagged ‘social media’

If Social Media Were a Planet…

Many people refer to their geeky friends who spend all of their time in social media land as “living on their own planet.” Well, apparently now there is a map of that planet.

A recent Mashable story showcased how the social media landscape has changed in a short 3 years. Back in 2007, web comic XKCD published the original “Map of Online Communities”. If you visit the Mashable article, you can see the original compared to the latest rendition. Notice how the relative size of communities and online tools have changed between 2007 and the one created for 2010 by marketing firm, Flowtown, below. Twitter didn’t really exist back then, MySpace ruled the world of social communities, and “Farmville” would likely get you some strange looks.

Though many social media “experts” would have you believe that social media marketing means getting thousands of followers on Twitter or friends on Facebook, the landscape is always changing. I have often said that the tools will come and go, but the principles of marketing in a connected world will not. You still have to create something worth talking about, no matter the community in which your customers choose to talk about you.

October 14, 2010 at 4:23 pm bcritchfield 1 comment

Social Media Exhaustion

There are many pundits talking about social media as a “bubble”. Just as we experienced the recent housing bubble or Internet bubble of a decade ago, they argue that social media will reach a point of diminishing returns. While I don’t believe that social media will ever disappear, there is some truth to this argument that we need to take into account.

I remember a mere 5 years ago I was doing seminars on what a blog is, what a podcast is, and how you use these in a business environment. Those seminars consisted of helping people set up their tools and learn how to use them in a meaningful way. Today, everywhere you turn there is a newspaper article, TV news segment, blog, or social network posting with someone’s opinion about social media, how to use it, and where it is going.

I was driving and listening to a sports talk radio show recently and heard “Tweet of the Day” segments and even interviews of athletes on what they Tweet about. Late night comedy hosts have bits about Facebook and Twitter almost every night. Also, since when did it become hip to plaster a “Follow us on Twitter” or “Friend us on Facebook” logo on every possible piece of company literature? When I saw the phrase, “WWJT? What would Jesus Tweet,” I knew it has hit mainstream America.

So what’s next?

I think many people are beginning to experience what I have for about the last year – what I like to call social media exhaustion. It is not that social media are not valuable. They are simply on overload. You reach a point where you feel as if you are the digital version of Henry David Thoreau. You just want to go find a pond somewhere and build yourself a cabin – sans broadband.

Remember when social media used to be the tool we used to escape all the noise of the advertising world? Now social media has BECOME the noise. We have created the very environment we were trying to avoid.

Is social media a bubble ready to burst? Possibly. The more likely scenario is that more of the classically trained marketers, like myself, are going to find ways to use this one-on-one medium to avoid the noise and establish relationships the old fashioned way… by earning them.

If you are tired of the noise, let us know. Bring us your tired, your worn, your huddled masses, and your fed up anti – Mafia Wars/Farmville/”Business Opportunities”/Group Invitations/Cheap Software activists. Come find rest for the social soul and value for your time. Tell me how you avoid social media exhaustion…

August 17, 2010 at 9:30 pm bcritchfield 2 comments

How to Arm Customers to Spread the Word

Up to this point, I have emphasized the Navel Model for creating a company worth talking about. It is critical that you do this piece first. As the great military strategist, Sun Tzu, once said, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Most literature in the marketing realm is about tactics. In social media, people go right to Twitter and Facebook. In advertising they go right to the 30 second spot or the full page print ad. However, in order to have successful tactics, the strategic pieces need to be in place first.

Once you have created an organization worth talking about, the next step is to arm your customers to spread the word. It doesn’t matter what the medium is, the process remains the same. The six steps below work especially well in social media, but also work in public relations, advertising, direct marketing, or any other medium. The six steps below are also not linear but are circular because they are not always done in order. By implementing the steps below, you can better find your target influencers, arm them with tools to spread the word, and amplify their efforts.

Publish – There is an argument in the social media space about whether content is king or conversation is king. The reality is that both are important for successful word-of-mouth. Content without conversation is advertising – it’s one way. Conversation with content is chatter. It is social media strictly for the social benefit. The first step is to publish great content. With all of the tools available today, there are many mediums you can use – it simply depends on your audience. If they have time to read and revisit often, then right a blog. If they are more inclined to download content and listen at a later date, then a podcast may be the best option. If they learn visually and your content is meant to be demonstrated, then produce a video series, or vidcast. For tools, check out WordPress, Libsyn, and YouTube. If you want to know what to write your content about, always think “educate and advocate.” Provide educational insights, how to’s, or insider information. When advocating, look to the cause you created in your Navel Model.
Syndicate – Now that you have produced great content, step 2 is to find all the places you can share that content. Obviously, Twitter, Facebook, LinkedIn, or other online communities are a natural fit, however, also consider how you can share this content in your advertising, PR, and direct marketing efforts. Link to it within your social communities. Use snippets in advertising. Use it to pitch editors to cover important topics about your company or industry.
Integrate – The amazing thing about where technology has come from in the recent past is that today, everything talks to each other. That means you can spend less time and get better results from your efforts. By integrating your blog utility with your social communities, every time a new post is created on the blog, it can automatically be posted to Twitter, Facebook, LinkedIn, and more. Every time you Tweet it can update your status in Facebook, both your personal profile and your business pages. The key with integration is to amplify your efforts.
Converse – Referring back to the argument under “Publish”, once you have great content, the next step is to talk about it. Talk about your content. Talk about others’ content. Talk about a recent lesson you learned in your business. The key is to talk. Dare to be human; to be more than just a brand. The more personal you can be, the more others will grow in affinity for your brand and share it with others.
Help - This is the concept upon which social media was built – people helping people. The Golden Rule is as applicable in social media as anywhere else. The more that you help others, the more benefit you receive in return. This is where you solidify your customer evangelists. It can be something as simple as re-Tweeting their Tweets or something more complex, like writing a blog post about them. You can answer questions on LinkedIn (and syndicate by linking to your content) or you can comment on another person’s blog. These are all forms of help.
Monitor – Lastly, one of the most powerful aspects of social media is that it is infinitely searchable. I can monitor conversations going on almost anywhere in the social web and (politely) engage in the conversation. I can measure how much chatter there is online about a particular brand. I can even automate monitoring so that I am instantly notified when a conversation is taking place. The ability to monitor online conversations is one of the most important aspects of the social web and the reason it is one of the fastest growing marketing mediums today.

With the six steps above, you create great content, share it in as many places as you can, make your technologies talk to each other, engage with others, be helpful, and monitor conversations in order to start the cycle all over again. If you have done your previous work, such as creating a position, cause, culture, and message, you’ll know what to share and converse about. While you may go through the Navel Model only once in a while, the above steps will be a daily to do list.

With the six steps above, you can adequately arm your customers to quickly spread your message for you. Which do you do already and which could you improve upon?

September 24, 2009 at 7:19 pm bcritchfield 3 comments

A Word About Tolerance on the Social Web

Tolerance may be one of the most misunderstood words in the English language. There are many using this term who simply manipulate it to fit their own purposes. True tolerance is something quite different than what is portrayed in the mainstream media. While this may have implications far beyond the social web, I wanted to discuss the importance of tolerance in building a brand online that is worth talking about.

Let’s start with the definition of tolerance. According to Dictionary.com, tolerance is, “interest in and concern for ideas, opinions, practices, etc., foreign to one’s own.” This means not only being open to opposing points of view, but actively seeking them out and showing interest for opinions that are different from our own. This is where it starts to come off the track. There are many, especially those with extreme points of view on either side, who believe that others should be tolerant of their viewpoint, but they are not will to listen to the other side. Tolerance is a two way street and it involves empathy, not sympathy. Empathy is your willingness to walk a mile in someone else’s shoes – to see it from their point of view. Sympathy means that you share their same views.

What does this have to do with building an online brand? Over a year ago, I wrote a blog post about how the web has become a collection of coffee shops where groups of people sit around chatting about anything and everything. However, while what happens in the coffee shop typically stays in the coffee shop (except for the gossipers in the group), what happens online is out there for everyone to see. Your political views, your religious practices, and even your favorite sports team can all be sticking points for a potential brand ambassador. While it would be wonderful if everyone were tolerant, this is simply not the case. Therefore, you have to be proactive about seeking out opposing views and being open to the discussion. a) You might learn something and b) You meet some very interesting people that way. If there is a topic you feel particularly strong about, maybe avoiding the topic is the best way to build relationships.

Social media has brought the world together more than any other technology to date. However, just because you hand someone a microphone does not mean they have something worthwhile to say. One of my favorite quotes is from Uncle Ben on Spiderman who said, “With great power comes great responsibility.” How do we make the most of our new found amplification of our freedom of speech? Seek out new opinions. Engage in meaningful and respectful dialogue online. Build on common ground. While it is our views and beliefs that make us who we are, it our tolerance that binds us together. There is enough of ignorance and hate in the social web. Whether you are building a corporate or personal brand online, engage everyone. If used correctly, not only will social media help you build a brand like never before, but it can become the greatest source for good in human history.

June 25, 2009 at 12:56 pm bcritchfield 4 comments

Facebook, Twitter, LinkedIn…Oh My

I recently wrote an article in Eagle Magazine on social media and the 3 major networks. This covers the basics of social media and the reason behind the phenomenon. I have reprinted the article below. Enjoy:

Facebook, Twitter, LinkedIn… Oh My: Social networking isn’t limited to coffee shops and cocktail parties anymore

There is an analogy I often use in my seminars to describe how social media has not only shaped the evolution of the Internet, it has changed how we interact as a society. When you go to any coffee shop in town, you will find small tribes of people gathered around tables and comfortable couches, favorite beverage in hand, simply chatting about everything from relationships to what was on TV last night. These bands of socialites have simply moved their discussion from a face to face interaction to what can only be described as the “Virtual Coffee Shop”.

The web has become simply one giant coffee shop, with groups huddled around computer monitors discussing everything from green living to cancer to cars. As these conversation technologies evolve and new tools emerge, the need to discuss important topics in our lives any time of the day or night becomes even more compelling. Social media technologies are just an extension of our daily interactions with those in our lives.

Take Twitter for instance. Three years ago this 10 million strong (and growing) social network was merely a gleam in some programmer’s eye. Today it is the fastest growing social network on the planet. According to Mashable.com, the social web’s source for news, Twitter grew 1382% in year-over-year growth as of February 20091. The media is replete with mentions of Twitter. Jimmy Fallon uses Twitter to solicit questions for guests on his new late night talk show. Shaquille O’neal uses Twitter to interact with fans and give away tickets to games. Major brands are searching the “Twitterverse” to monitor conversations about their brands in order to contribute to the discussion.

What is Twitter you ask? It was built on the notion that anyone could describe what he or she was doing at any moment in 140 characters or less. In practice, it has become a valuable tool for building deeper relationships through much more frequent contact and for aggregating content from many other sources on the web. Twitter can turn you into a mini “rock star” by creating your very own media channel to which anyone can subscribe.

Another network experiencing exponential growth right now is Facebook. A mere 5 years old, Facebook currently has 200 million users and is growing at a pace of approximately 1 million users per week. To put it into perspective, if Facebook were a country, it would be the 6th largest in the word based on population. When my 59 year old mother communicates with me regularly on Facebook, you know it has leapt from the land of geeks and bleeding-heart teens to mainstream.

While Twitter is like being in a busy coffee shop trying to hear your friend over many different conversations going on at once, Facebook takes a more segmented approach to online conversation. First of all, your home page is a news feed that shows only the changes that have been made to the profiles of those in your network. Second of all, you can join groups, become a fan of your favorite business or artist, and even play interactive games with those in your network. It can be both a time waster as well as a valuable business tool. In fact, most people will tell you it has even become one giant high school reunion for them.

Twitter and Facebook serve as that unique intersection between your social and professional lives. They can be valuable business tools or simply a way to stay in touch with family and friends. LinkedIn, however, is all business. In its simplest form, LinkedIn is an interactive resume and Rolodex. In practice, however, it is the online version of the business cocktail party, without the constraints of time or space. You can make introductions, provide a recommendation for those you have worked with in the past, and even ask for help from your network on a pressing question you may have. If you are a professional, own a business, or work in an field you would consider a “career” you should be on LinkedIn.

While the networks may come and go (MySpace is on the decline, for instance) one thing is true. Social media has brought the world together. No longer are we limited by time or space, but we can stay in constant contact with those that matter most to us. If you haven’t yet made the plunge, there is no better time to jump on the social media bandwagon. There is plenty of company.

May 5, 2009 at 9:09 am bcritchfield 8 comments

What They Don’t Teach You In School… About Marketing

Over the last couple of weeks, I have lectured in 3 different college marketing classes (I have 2 more scheduled) and judged a high school marketing competition. Based on these encounters with mushy young minds, I was able to make a few general observations about the status of our educational system as it relates to marketing. Some of the observations were good, and some not so good. However, I walked away with a general frustration at a lack of the solid marketing principles upon which brands are built today in our educational system.

Don’t get me wrong, while there are some great teachers out there who pour their heart and soul into helping students learn and apply the right knowledge, I think some are a little farther removed from the real world of marketing. In fact, I think it is changing so quickly, it may have passed them by entirely.

Based on my experiences over the last few weeks, here are a few key principles that I don’t feel like teachers spend enough time on in school:

Positioning - It seems common sense that a class on marketing would start with “what makes you different than everyone else?” I believe that teachers spend WAY too much time on the 4 P’s (Product, Price, Place, Promotion). While these are the basic building blocks of marketing, you first have to understand where to build. I believe that any beginning class on marketing should be 80/20: 80% positioning and 20% 4 P’s. Most of the high school marketers built their plans around the 4 P’s but with no thought to differentiation. In my opinion (or IMO for you short hand freaks), positioning is the blood that runs through the veins of marketing. Thank you to the Godfathers of positioning, Al Ries and Jack Trout, for blessing us with this morsel of wisdom almost 40 years ago.
Focused Segmentation - Again, this is another component that receives cursory attention in school, but is critical to the success of any marketing effort. The more focused your target market, the easier your job becomes as a marketer. Start with demographics, narrow your focus with psychographics, then pinpoint with buying emotions. As the ole’ cliche goes in marketing, “the more you narrow your focus, the more you broaden your appeal.” In my view, marketing is a very simple concept. Identify what truly makes you unique (positioning), find out who cares about it (segmentation), and figure out how they get their information. That leads me to the next point.
Marketing is About Conversations - This was one of my greatest frustrations, with both high school and college students. Whenever they developed their marketing mix, they went right to TV, Radio, Billboard, Print, oh.. and some Internet stuff. Why? Because that is the way their parents and their parents’ parents did it. This is where the previous 2 pieces come into play. If you do any sort of of research, people are skipping TV commercials or watching it online, buying satellite radio or iPods so they don’t have to listen to radio commercials, and getting their news and information online rather than from the printed newspaper or magazine. Not that these can’t still be effective, but stop and think about where the target gets its information from first. Second, think about how you can talk WITH them, not AT them. The reason social media has exploded is because consumers want transparency, not carefully crafted marketing spin.
The Cause - This is a theme I talk quite a bit about in my interactions with clients as well as students. In order for any brand to become outrageously successful, it has to create customer evangelists. However, most marketing efforts are focused on “speeds and feeds”, if you will. Customers buy products, and will buy your competitors’ products whenever they are cheaper or more convenient, but evangelists buy causes, or buy into causes. Evangelists have to be passionate about something in order to be evangelists. Who get’s passionate about a “good quality product” or “good customer service”? What is the higher, holier calling to what you do? What is the altruistic meaning behind why you are in business? And don’t start into your “mission statement” because that ain’t it either. What is the real reason people buy your product? That is your cause.
Social Media - To the credit of the college professors, this is the topic they wanted me to come and talk to their classes about. However, most of them were clueless about how to integrate it into marketing efforts. They knew it was a powerful medium, they just didn’t know how to use it. I remember giving seminars 5 years ago about what a blog or a podcast was and now people come to me hungry for information on how to use social media tools. It is a nice change, but those who educate our nation’s youth need to be up to speed on what social media means to 21st century brands. They need to integrate case studies into their classes and, most importantly, need to be users of social media themselves. (As a side note, I was shocked with how few students knew about Twitter, but were avid Facebook users)
The Simple, Repeatable Message - Unfortunately, most would insert the word “tagline” here but a simple, repeatable message is not a tagline. It is a one line answer to the question, “what is it that you do?”. Too much of marketing today is what Bill Bernbach called “irrelevant brilliance”. It is all about snarky quips and provacative phrases. They miss the simple answer to “why should I buy from you?” Creatives often step over (or on) the simple, repeatable message in favor of some mythical creature called “the big idea”. Don’t get me wrong, your marketing efforts should be wrapped around a consistent, compelling theme but you don’t need to create complex out of simple.

These are just a few of the things that I wish they taught more of, or better, in school. It would sure make what our youth are paying for their educations worth the price.

As a side note, I somewhat broke the rules in the high school marketing competition, but I did it consistently. I took the time with each team to enlighten them as to the principles above. Hopefully they walked away from our interaction with a little more clarity as to what marketing is all about. I thought that was much more important than how many points they received.

What about you? What nugget of marketing wisdom have you learned that you wish they taught you in school?

March 31, 2009 at 3:18 pm bcritchfield 6 comments

Top 25 Social Networks

Recently, Compete.com posted new statistics on the Top 25 Social Networks ranked by monthly visits. While many social networks like to tout their number of users, monthly visits is a true measurement of usage. In other words, which social networks are getting used? The numbers are below:

(Credit Compete.com)

As you can see from the numbers, Facebook has taken over the top spot from MySpace and previously little known Twitter has climbed to the third spot after the two behemoths. In fact, if you read the original blog post on Compete.com, you will see a few other graphs that show MySpace’s numbers falling while Facebook and Twitter continue meteoric rises.

What’s even more fascinating is that, according to the CNET News blog, these numbers only represent web browser traffic in the U.S. According to writer Caroline McCarthy, “That means that you won’t be pulling in any international numbers, where most of Facebook’s users are now, or data from widgets or third-party applications, which are how many avid Twitter users access the service. That means that it’s likely that Twitter’s reach is bigger than the numbers indicate.”

How does this apply to you? I have often told people in conversation that I am an early adpoter when it comes to social media, which means I am not the innovator who jumps on every new technology in its infant stages but wait for a certain mass before it has business value. I follow many innovators (such as my friend Tac Anderson or Joseph Jaffe) in order to keep my finger on the pulse of what is the latest and greatest, but look for networks or technologies that can really add value for clients. If you want to know whether a social networks would add value to your business, the 25 networks above are a safe bet.

That being said, I have always held true to the notion that focus is better than mass. If there is a small social community out there that is extremely targeted to your core audience, then you need to be an active participant. Sometimes, these social communities are housed within existing networks, such as the 25 above, and sometimes they are separate. As I mentioned in a previous blog post, the web is a collection of coffee shops with people around a table chatting. You need to find the coffee shop that best fits your audience and get involved.

As an old economics professor of mine used to say, “there are lies, damn lies, and then there are statistics”. While one thing that blogs are great for is spewing the latest statistics to prove a point, one thing is true. With numbers even close to these, businesses can no longer argue with the value of social media in facilitating and participating in conversations.

February 24, 2009 at 12:59 pm bcritchfield 6 comments

Be Your Own Media – Hollywood Style

We created the term “Be Your Own Media” when I was at BlueLine Marketing. We even hosted two well attended conferences entitled “Be Your Own Media. But what does it mean?

Simply put, it means that you no longer have to rely on traditional media to be the gatekeeper for your information. You no longer have to rely on “prayed” media to get your message out. With the tools available to you through social media, you can become your own media outlet. You now have the opportunity to speak directly to customers, fans, and shareholders.

Recently, I was impressed with a powerful example of Being Your Own Media. While Twitter has become a great place to stay in touch and build relationships, it has also become an excellent place to build your own media channel. You are no longer limited to paying for time on TV or radio, but you now can build your own channel of communication.

If you do some surfing around Twitter, you can find some of Hollywood, music, and professional sports’ biggest stars. For some examples, check out the Twitter pages for Diddy, Ewan McGregor, Ashton Kutcher, Maria Shriver, John Mayer, Gerard Butler, Shaquille O’Neal, and more. Why would so many superstars become active users of such a casual conversation technology?

One reason – to be their own media. As my buddy Ashton Kutcher said, “We are taking over our own tabloid media.”

When you have been hounded for so long by paparazzi and tabloid journalists, the ability to tell your own story can be incredibly liberating. Rather than being rendered helpless to fight the tabloids only in the court systems, they can now fight in the court of public opinion?

In my opinion, this marks the beginning of the end for yet another form of media – the tabloids. In addition, you now have the chance to get to know these celebrities on a much more personal level. Is it just more noise or is it a win for transparency? You be the judge.

February 23, 2009 at 9:01 pm bcritchfield 2 comments

How Has Social Media Changed Your Life?

The other day, I was pontificating (as I often do) about how technology has changed our lives. If you think about it, our lives are completely different than there were a mere 5 years ago, not to mention 20 years ago. I remember the days before e-mail, but I can’t remember what it was like in the workplace without e-mail. I remember that cell phones started taking off right when I got my first traveling sales job, which made my life so much easier. Technology has fundamentally changed how we interact, build relationships, and do business.

Naturally, my thoughts migrated to social media and the underlying question, “how has social media changed our lives?” So, I decided to pose the question to my various networks out there on the social web. The answers varied, but were fascinating and very telling. I thought I would share a few with you:

Sarah Lewis of Findable Blogs, a Boise based blogging expert, said: “Social media helps me both professionally (leads & collaboration) and personally (reduces isolation, even as a new mom).”

Mike Diliberto, Sales Engineer at MindTouch and fellow T-Bird, said: “Social media has increased my cognitive breadth; pre-social media, maintaining connections with hundreds of people would be impossible.”

Norris Krueger, founder of Entrepreneurship Northwest and noted social entrepreneurship expert, said: “Getting less done but.. maybe just maybe… getting better things done!”

Martin Johncox, PR Director for Alexander and Associates, said: “It’s opened up new business opportunities in lean times; connected me with long-lost friends; re-connected me with colleagues.”

George Condit, Account Manager at Seybold Scientific and distinguished curmudgeon, said: “I can ask the world a question and get an answer.”

Donna Geisler, principal at FusionSet, said: “Social media makes me feel overwhelmed with opportunity and underwhelmed with time. Otherwise, it’s great!”

Tia Markland, Publisher of Eagle and Meridian Magazines, said “Increased sales and awareness for business.”

However, I would have to say that one of the most personal answers I received was from Chris Barger, who is the Director of Global Communications Technology for General Motors, who wrote me a fascinating and in-depth answer. Here is a snippet from his response: “Social media turned out to be the Acme Rocket Pack strapped to the back of my career, and made my American Dream a reality.”

I would have to say that I have found my experience to be in line with all of these wonderful answers. Social has made life more meaningful for me. It has helped me create deeper relationships, build my network, and has proven to be an invaluable business tool. However, I would have to say my answer most closely aligns with Chris Barger’s. It is because of social media that I have the career I do today.

How has social media changed your life?

February 12, 2009 at 1:18 pm bcritchfield 4 comments

Marketing From The Navel

I often get asked about our strange name. Many times I even get blank stares when I explain the term “navel-gazing”. However, I chose the name of my company and my book very carefully, and it wasn’t just because I wanted to make people giggle (OK, it was partly that).

For those who know me, they know I have worked with dozens of companies all over the world. Through my experiences, I have seen both amazing successes and giant failures (and been involved in both). Throughout these experiences, I identified a pattern. For a while, I couldn’t put it into words. I tried “Honest Marketing” or “Transparent Marketing”, but none of those really fit.

I finally realized that each of the companies who were successful marketed from the inside out, where the ones who failed miserably were the ones who marketed from the outside in. In other words, the companies who succeeded developed their internal tools, processes, and culture and used marketing tactics to simply communicate what they had already become. THe companies that failed wanted their communications to reflect an image of what they wish they were or what the customer wanted them to be – they wanted to put lipstick on the pig.

There are many who come to Navel Marketing for our social media marketing services. Without fail, however, they have missed many of the steps it takes to create a company worth talking about. So we start at the beginning. We start by creating a cause, identifying what truly makes them unique, and creating a culture that reflects their vision (for a complete list of steps to create a “buzz-worthy” company, see the Navel Model). Once these steps are completed, the tactics are the easy part.

I have seen a lot written lately about what constitutes a true “social media marketer”. I even wrote about this fact a month or so ago myself. Many base it on their knowledge of the tools or their proprensity to approach marketing as a conversation. However, it is my belief that they are all still lacking core component – what are you going to converse about? What about you is worth talking about?

Whether you use social media, advertising, public relations, direct response, or any other form of marketing, it all starts with strategy. It all starts with creating a company worth talking about. Once you’ve done that, the rest falls into place.