In this interview, I’m most taken with Aaron’s clever way of making Powered, Inc. (a platform company who creates communities for big brands) the catalyst for conversations around their subject (in this case brand+community) without pushing Powered. Very artful. Listen/read what he says. (It’s exactly what Henry Jenkins, director of comparative media studies of MIT recommends).

Susan Bratton: This is Susan Bratton: I’m here at South By Southwest, and you are listening to the Community Powered podcast series. I am here with the original idea man who came up with this whole series, Aaron Strout. Hi Aaron.

Podcast Here and Transcript Below.

Susan Bratton & Aaron Strout

Aaron Strout: Hi Susan. Thanks for having me.

Susan Bratton: Ha ha, like I, like I could get away with not or would I not do it. I can’t wait to here you talk about this whole series. Now you’re the CMO of Powered here in Austin, Texas. Before that you were at Mazinga, before that at Fidelity, so you’ve been in the social media space for a long time. Here’s my first question. What did you hear today in all of these interviews with these dozen amazing luminaries that was new information for you or food for thought for you?

Aaron Strout: Well obviously what some of the folks we’ve talked to, that you’ve interviewed, you know, Chris Brogan, C.C. Chapman, Lee Odden, I mean, who’s who of folks that are doing some amazing things in the space. One in particular struck me, a guy that I love, he’s a local Austin guy: Dave Evans. He’s Evan Dave on Twitter. And what I like about Dave is he’s super down to earth, he does right for Click Z, he runs his own business, he’s written a book, which is, you guys talked about….

Susan Bratton: Social Media: An Hour a Day.

Aaron Strout: Social Media: An Hour a Day, thank you for mentioning…

Susan Bratton: 432 pages and 55 exercises later, you’ll know everything.

Aaron Strout: I’ve actually got it right on my laptop, so, and I’m in the process of reading it right now. The kernel that he threw out there that really struck me, and this is someone, I’ve been in the community building social media space for several years now, is that social media or community tends to be driven out of the marketing group. Sometimes it’s in customer support, sometimes it’s in product. But if it is coming out of marketing, you may have great things going on, but if it’s disjointed with the rest of the organization you’re doomed to fail, so it needs to be connected to customer service, and most importantly, it needs to be connected to your processee, so your COO might want to be involved in what’s going on, things like that. Otherwise it may just being throwing pearls before swine.

Susan Bratton: Yeah, he talked about it from the perspective of operationalizing the social media strategy and having it match the personality of your brand, that your communications out on the market place would be a match with the consumer experience of the multiple touch points. Another one that I thought was interesting was when Guy Kawasaki said “Not everybody’s going to like you.” You know, not everybody’s going to like the information that you radiate. And Aaron, you and Dave Evans and I were coming back from the Iron Works Barbeque, we were coming up the escalator, and you were talking about how people were direct messaging you on Twitter in a way that you didn’t think was appropriate. And I want you to share that; explain what a DM is, and then, or whatever you want to call that thing, was it like an auto responder DM.

Aaron Strout: Yeah, it’s an auto DM, auto direct message back to you. It’s like an email to you.

Susan Bratton: A lot of times there are things that are kind of etiquette or netiquette or smetiquette, there you go. So this was one that was kind of offensive to you. Share that, ‘cause I think it’s important that people understand what’s acceptable and what’s not acceptable, and you are so good at really divining what works and what doesn’t from a brand perspective and from your own Aaron Strout brand perspective, what works and what doesn’t. Give us that example.

Aaron Strout: Sure. So, you know, I’ll start by saying that I try to eat my own dog food. I’ve been doing this for a long time. That means I give before I get. I try to be authentic, I try to be transparent. So I’ve been doing Twitter for, I don’t know, about a year and a half. I blog, I podcast in my spare time when I’m not the CMO of Powered, and I’ve been doing it for a while. I’ve had the opportunity to speak to a lot of, you know, brilliant people that have been immersed in this space for a while, people like yourself, Chris Brogan, Craig Newmark, etcetera, so I’ve learned a lot of things along the way. So I’ve been lucky enough to mass, I say that I collect people. I’ve been doing it for a while so I have, you know, a large group of people I….

Susan Bratton: Say the number.

Aaron Strout: 5600 or so people…

Susan Bratton: On Twitter…

Aaron Strout: On Twitter, correct.

Susan Bratton: And how many friends on Face Book?

Aaron Strout: I think I’m close to a thousand and somewhere in the 4 or 5, 6 hundred range at Linked In. I have a policy, I always like to follow people back, I welcome them into the conversation. Not everyone takes that strategy and that’s okay. Not everyone will embrace this strategy, but essentially because of the fact that I tend not to follow proactively a lot of people on Twitter. If I meet someone, for instance I met Couch Surfing Aurie, who’s an absolute trip…

Susan Bratton: In his burning man hat, eating like 53 ribs, he says, “The last rib I probably shouldn’t have.”

Aaron Strout: He did it out of courtesy. He ate it out of courtesy.

Susan Bratton: That’s not ever a good idea. Never eat a rib out of courtesy.

Aaron Strout: So, you know, you meet someone like that, Couch Surfing Aurie seems like an interesting guy and he is, you know, a photographer. He said, I asked him how many couches he’s actually surfed or slept on, said he lost count around 65, he’s at 90, he’s been doing it for the last couple years. So he’s a guy that I said, “I want to know more about this guy”, so I proactively went out and followed him. If he follows me back, great. If he doesn’t, that’s fine too. So there are very few people I proactively do that with, but there are a lot of people, because of the fact that I put myself out there regularly, I do blog, I do podcasts, I’m fortunate enough to be, you know, write bylines for a variety of different publications. And so, because those people are, come in and have a conversation, that’s great, I’ll follow them back. Well a lot of people, and I think you said yourself included, do something that’s called an auto DM. So it’s an automatic direct message that goes back. A lot of people do it and just say, “Thanks for following me. Nice to meet you. I look forward to having a conversation.”

Susan Bratton: It’s like a vacation notice or an email auto responder in the Twitter world, right?

Aaron Strout: That’s right, absolutely. So, you know, to be perfectly honest with you, I’m not a huge fan of them, although ones like that I don’t mind. I probably get, you know, again probably between 25 and 50 new followers a day, and I only mention that because when you do that and you get 10 auto DM’s, and some of them have, you know, “Thanks for following and so and so. If you want a free gift, come to my site.” I made sort of a crude analogy, but I’ll dumb it down a little bit or maybe I’ll soften it up a little bit. It’s like me walking up to you Susan and meeting you for the first time and shaking your hand and then wanting to go over and kiss you open mouth on the lips. You’d be like, “Whoa, you know, we just met. And, you know, a) I’m married or b) I don’t know if I like you or not yet”, right? And so I think individuals have this problem, sometimes companies also do the same thing. You know, you opt into an email stream and automatically they assume that, you know, you want every catalogue, newsletter, whatever they ever did, and all you wanted was a White Paper or something like that. So I threw out on Twitter today that I have a new policy; anybody that follows me, I’ll follow them back. I won’t do it because of an auto DM. If you auto DM and give me the, you know, “Here’s your free gift” or “Come check out my blog”, you know, and blah, blah, blah, blah, then I’m going to stop following them, so I’ve asked people who are going to follow me to please respect that etiquette.

Susan Bratton: Yeah, it’s very difficult to know what the right things to do are, and that’s why I appreciated what Guy Kawasaki said, and that was essentially that you can’t please all the people all the time. But what we, what we came up with, what was interesting was this notion that in the social media space it’s not like the old tiny space where if you got, you know, if one customer said something negative, you know, remember the old days of marketing when everything wasn’t instantaneous communication. If you had a customer who complained you would assume there were a hundred or a thousand people who were upset that didn’t take action. But now it’s almost, you know, maybe a one to one kind of a thing where if someone’s letting you know, it’s actually just annoying them and not another hundred people, because there’s a way for people to react quickly back to you. So if, if a few people don’t like the way you did that, it’s okay. Now especially with Guy Kawasaki, he has 85,000 Twitter followers, which is an amazing number. There are some people who are over a hundred thousand followers now, aren’t there?

Aaron Strout: Yeah, Tony Hsieh, who’s the CEO of Zappos, I was one of his first 500 that he followed and I followed him back. He’s at about 105,000. I think Barak Obama has like 300 or 400 thousand, so…

Susan Bratton: Do you think there’s any upper limit to this, Aaron, or is, what’s going to happen with Twitter next? Where do you see it going?

Aaron Strout: Well, that’s an interesting question. We talked a little bit about on a webcast I did the other day with my friend Eric. And the question was, you know, what is the business model, if you wanted to frame that differently, and there was a post in the Boston Sunday Globe, I’m originally from Boston, and it asked, you know, “Where is this going to go?”, and they had asked some of the venture capital folks that were backing Twitter, “What do you guys see as the business model?” They said, “We’re not pushing anything.” When it comes up you’ll not be surprised at what that looks like. I will say that people, like Chris Brogan who is quoted in the article, there’s speculation, it could be out-supported, it could be an enterprise model, meaning inside the, you know, the firewall, sort of like Yammer or some of these other Twitter like tools that allow for internal conversations. We actually use it at Powered, and it’s an amazingly powerful tool, Yammer. So, that could be one. It could also be for Powered users, so people like Guy Kawasaki or Chris Brogan or Loke Lemure who runs LoWeb and is the founder of Seismic, I was asking him yesterday, I said, “Loke, you know, you used to follow everyone back”, and he had a hundred, you know, maybe not a hundred thousand, he has a lot, multiple thousands. And then all of a sudden I’m following everyone and only followed three or four hundred people back, like why wouldn’t you just use Tweet Deck, which is a tool that you can monitor Twitter with and you can sort of parce them into groups. Or why wouldn’t you, you know, maybe just have like a smaller private account? He said, “I did that for a long time, but the problem was a) it breaks Tweet Deck because there’re just so many people coming through and b) I didn’t feel like it was being sort of authentic”, meaning he was pretending he was having conversations with all those people. So, back to the original question, there probably are some tools for people that are these uber users. Maybe they get, you know, better access to the API because of the fact that Twitter is free and it’s, there’s no revenue model supporting it…

Susan Bratton: They have to limit.

Aaron Strout: They limit the number of calls that you make, I think it’s 85 within the hour, which if you have a lot of followers you can meet up pretty quickly. And you can set, you know, the flavors that you want to get of that, which is nice, but wouldn’t it be nice if you could, if you’re Chris Brogan, you could get a thousand an hour or whatever. You know, I think it’s probably going to come out somewhere in between. I mean for instance, last year around the debates one of the things you saw was they actual had these threaded brooms that were about the debates only. I could see businesses starting to want to do that or maybe even turning it into more of a listening device that had customized settings and tools that wrapped around it. So, my guess is it’s going to be, yes all of the above, but the thing that I love about it is, and this is just a theme across anything that’s in community and social is it puts a face with a brand, so we talked a little bit about my friend Scott Monty. Scott used to be a cran, he’s now at Ford. Scott has put a face on, a face on the Ford brand beyond the CEO. People feel like if they have a question they can approach him just like Lionel Menchaca, who is the chief blogger at Dell. He’s a face on Dell now beyond Michael Dell and he’s approachable. And so I just bought a computer from Dell, and I asked him a question, I said, “My wife something light, small, not too expensive, and by the way, we’d probably like a open source operating system.” He pings me back on a DM and says, “Sure, these are the three things you should check out.” And so, I know Li and all, but he does that for a lot of different people, and the thing that’s nice about that is Dell has actually gone one step beyond and it proved a revenue model through Twitter. They make I think a million dollars a year, which is not a lot, but it’s…

Susan Bratton: Early days.

Aaron Strout: Early days and so many companies are sort of struggling how to monetize these things, you know, that’s one flavor.

Susan Bratton: A couple things: one, Powered. What’s your social media strategy for getting your prospects and customers of Powered to connect with your company?

Aaron Strout: So, I mentioned earlier that I’m on this eat your own dog food kick. We’re actually at South By, we’ve got these tee shirts and my colleague Natanya Anderson is wearing her Eat Your Own Dog Food tee shirt probably right now. What that really means is is that we want to get our customers through the same way that we are asking our customers to get their customers. So Sony’s one of our customers. Too many companies have learned this bad habit of “Let me sort of push my product out in front of you”. Sony is not one of those companies; I’m going to use them as a best practice. We try to do the same thing. We create good content, like these interviews. Maybe I’m not the good content interview, but Guy Kawasaki or Patricia Martin or some of those folks. We blog regularly, and my rule is, as the head of marketing I’m sort of the chief blogger, is no pimping Powered on the blog. You can mention Powered, you can certainly have it tie into what we’re doing, but it should always teach somebody something. So both in my personal blog and my corporate blog, which is a group blog, we try to talk about themes, companies that are doing things, a lot of which are not our customers. On mine I’m doing an expert series, which Susan you were mentioning the other day…

Susan Bratton: Yes, 45…

Aaron Strout: 45 and 45. It was supposed to be 45 industry experts in 45 days leading up to South By Southwest. I’m now at, I’m delinquent on my two I’m supposed to do today. I think I’m at 50 or 53 or something like that. But it’s interviewing all sorts of folks, and some are lightly competitive in our space, but they’re smart people and I want people to hear what they have to say. So, sorry, getting back to our point again, I’m being long winded, we want to do things that create value in people’s lives and if they find value in that, then they may find value in having a relationship with us, so it’s a give before you get kind of mentality. I’m even thinking of taking this a step further. Jeremiah Owyang, who’s a senior analyst at Forrester is talking these days about social CRM. It’s this concept of maybe getting rid of the registration page in front of some of that valuable content you have. Now I wouldn’t necessarily wipe it out all together, otherwise I might be, not be doing the responsible thing for our company. However, there are some companies now that are starting looking at switching around the process, and what that means is if we have a White Paper or you want to sign up for a webinar, we give you immediate access. And if you want to give us your information, you can. Now the interesting dynamic that happens with this is that you get fewer people obviously that give you their information, but you get a lot fewer of the Mickey Mouse’s and Donald Duck’s as well. And what happens as a result is the hit rate goes way up on the people that do want to talk to you. And so, if you start thinking about that, that it’s quality not quantity, I’d rather have 20 great companies that want to talk to us and have a meaningful dialogue, versus ten thousand companies that really don’t want to hear about us, right. And so we’re actually getting some amazing results. I haven’t done that yet. I’m in the process of picking through that. I have to make sure that I have operational buy-in. But that’s a direction we’re leaning in. Our webcast subscribership has gone up dramatically. We started, when I came in the gate, the highest I think we’d ever had was 170 signups. We’re now starting to, table stakes is 400 people and my goal is to start to get to about a thousand for everyone signed up by the end of the year.

Susan Bratton: What are the webcasts about?

Aaron Strout: Well that’s, thank you for asking. We do things that are interesting, so… One that we did, I mentioned Scott Monty before. Scott Monty was kind enough to get his friend Christopher Burger who leads the Fast Lane blog over at GM, and then Susan, I’m sorry, Sylvia Marino who works at edmonds.com, and we talked about can social save the auto industry. It was not about Powered. It wasn’t about could Powered build you a great branded community. It was about tapping into communities and social to radically change what is one of the oldest industries in the United States and leaders like them that are doing amazing things. I mean Scott’s at a Twitter interview with his CEO live from one of the auto shows. So putting a face on the brand and getting people revved up about the brand again, versus thinking, “Well, they’re American made cars, they stink, they’re taking bailouts and all that stuff.” So, you know, Ford has done a particularly nice job in that regard. We just let people listen in, and they can ask questions. And we feel like if people come and can get value out of that, they know that that’s what we think about, that’s what we care about, and if they work with us, that’s the kind of relationship that we’re going to have.

Susan Bratton: That’s really good Aaron. Thank you. I didn’t realize that you were doing those series and I’m going to tune in, and I am going to give you my contact information.

Aaron Strout: I appreciate that.

Susan Bratton: I’m highly qualified. Branded communities, that’s a, that’s what Powered does, and you and your 45 and 45 had asked a question about if a toothpaste brand wanted to create a community, what do you think about that? When I talked to Henry Jenkins and did a Community Powered podcast with Henry, he’s the director of Comparative Media Studies at MIT here and he came to South By Southwest, he said he doesn’t think that low involvement brands, like toothpaste, are appropriate for having a community relationship with their consumers. Now I disagree, I think it’s a possibility. When those 45 or 50 people responded to you about your question with regard to the toothpaste brand and the possibility of community, how many positives, how many negatives and what were the two most interesting ideas that you got from your responses?

Aaron Strout: Well, one of them was yours and I’m not just saying that…

Susan Bratton: I did not tee you up for that.

Aaron Strout: No you didn’t, but I…

Susan Bratton: What did I say?

Aaron Strout: I told you this unprompted the other day. Let me dial back a little bit. So a couple of months ago my colleague Bill Fanning and I did a riff on this on one of our blog posts and you can check it out if you go to budurl, budurl.com/toothpaste. See I’m not even branding this right now. It basically was this concept that would you join a toothpaste community, and the larger mean was can a product standing on its own be exciting enough to generate community around it. And yes, I do agree with you that  I think there are some products that can do this. For instance, an iPhone. You know, both you and I, I think, are devout iPhone followers, and I’ve used the support forums before, I haven’t actively joined it, but I would consider it because, you know, usually it means like-minded people, right. And it is a game changer in my life. Toothpaste is something I use two or three times a day, so I’ve done that every day of my life for 40 years. But I don’t feel like I have high involvement with my toothpaste. However, there are things that wrap around toothpaste. So oral health or, you know, appearance in general, and that was part of what I liked about yours. The quick, sort of cute answer about that was, Susan is a tall woman. She’s blonde, tall and beautiful and she has a great smile, but because of the fact that she’s taller, people tend to be looking up at her, and she wants them not to be seeing these, you know, more yellow teeth like mine because I drink way too much coffee. So she actually is very passionate about sort of oral health and things like that. So going back to that series, this 45 and 45 series, which you can also access if you have any interest ‘cause there’s some very smart people like Steven Baker, Shell Israel, Chris Brogan, who are all doing this. You can get to it through, by url.com/45and 45. Some of the people, ‘cause I linked to it, went over and read this post that I did, some had actually commented, I think, you know, Peter Kim had come over and commented and a few other folks like that. A lot of them say no, and it’s for the very reason that we just talked about, and that is I’m not going to get involved in a community that’s low interest. So if it was about something like, I have three kids, getting my son to brush his teeth well, I would join a community that I could get tips from that. So one of the other really funny answers that I loved was Ann Handley, who is the chief content officer at Marketing Props. She, she, the reason hers is funny actually is because she made it more about going to a dentist or going to the Gynecolgist, and she couldn’t figure out which she dreaded more, so she didn’t directly answer the question, but you asked me which struck me the most. But overwhelmingly people sort of got the idea, and that was that no they wouldn’t join a toothpaste community, but they’d say, “I would join something that was more lifestyle oriented or whatever.” So that was the point we’re trying to get across.

Susan Bratton: Okay Aaron. Here’s my last question, and it’s a good one because we had five question when we did the Powered series, this Community Powered podcast series, and the one that people didn’t choose most frequently was the one I’m going to ask you. And I think it’s because you are a real student of good social media practices and not everyone is. They’re doing their own thing or they have their own opinions about their own work. But you really look out into the, the landscape of corporate and brand social media. So the question is what companies are doing a good job? Who can you point to as thought leaders in the social media space?

Aaron Strout: Sure, so I’m going to name four or five and just in full disclosure, two of which are our customers, but three of which, you know, I don’t know who runs them or they run them on an open source platform. I think one of the originals that has done a nice job around community is Procter and Gamble, one of the biggest, oldest, most powerful brands in the company. A.G. Lafley, when he joined, I guess it was about 10 years ago, he realized that from an innovation perspective, excuse me, there was no way that they were ever going to be able to afford enough scientists. I think they employed somewhere in the neighborhood of 7 or 9 thousand research scientists. So he came in with a mandate that said we are going to get to 50 percent of all of our product innovation coming from outside this company by the year 2010, so we’re almost there. Last I checked, I think they’d hit about 40 percent. They’d done this through community, which is an amazing effort. They’ve also done a great job at sort of getting their audiences engaged through third party communities and helping rev up some of their enthusiast moms, teenagers, etcetera. One such example is they have a site called Being Girl, something that Charlene Li and Josh Bernoff did in their book Groundswell; it talks about the fact that, you know, back to our toothpaste riff, that preteen girls or teenage girls don’t want to go and join a community about feminine products. But they do want to join a community where they can go and talk with other preteen or teenage girls about boys, music, movies, popular TV shows, and oh, by the way, it’s lightly brought to you by, and then if you ever want to go and have that discreet conversation, there are product experts that you can go and talk to. Very clever way of doing it. So that’s one. Another is my friend Rob Harles who runs a community over at Sears. I believe they run it on Open Source, I’m not exactly sure. But Rob is a guy we actually had on a podcast to talk about building a business case for community. Sears is a, again, one of the oldest, at one time one of the more powerful brands. They lost their way a little bit. It got tired and they lost some of their cache, but they do still, believe it or not, have some that rally around some of their individual products lines…

Susan Bratton: Like Kenmore and Craftsman.

Aaron Strout: That’s correct. Exactly. So they’ve launched a community, it’s called sk-you.com. Skyou, but it’s with a ‘you’, included in the URL, and so Rob said some wonderful examples of reengaging their customers. Customers had said, “I had taken my Sears card out of my wallet, and after the experience I had because of this community, I’m putting it back into my wallet.” And that’s powerful stuff, and he realizes he’s changing people’s attitude one person at a time, but that’s sometimes the way you have to approach it. And they already have two or three hundred thousand people that have joined their community, and they’ve only been up for about 6 months. So they’re doing some amazing things. I mentioned Ford and Scott Monty. You know, GM in the spirit of tapping people on the shoulder. Christopher Barger’s doing some wonderful things over there as well. One, so two of our clients that I really like what they’re doing, one of them is Atkins. So Atkins Diet, right. It was the all-meat diet for along time. Well they’ve readjusted that. They now have a community that talks about, you know, around the holidays, what are ways that you can sort of get over that craving for carbs or, you know, what are the things that you can do to sort of substitute for that. They have, I believe it’s a woman who is a nutritionist who comes in and blogs regularly and answers questions. So creating that value for people. One of the things that they’ve done from this is they’ve done product research, and so they’re able to, we were doing an interview with them with Ad Age the other day, and they were mentioning the fact that by listening to their community, they were able to determine, you know, one of the ingredients that was going into one of their energy bars over the other. So they’re doing a great job, and then finally Sony, a company that gets it in spades. They’ve been doing this with us for five, four or five years. Sony.com/backstage101, I would mention them even if they weren’t a client because I love what they do and this is why I joined Powered. They believe in this concept of giving before you get. So instead of doing a, come in and find out why Sony’s cameras are great, I’m sure there are people within Sony that would like to do that, but they’ve sort of resisted that urge, and what they’re doing is they’re saying, “We’re going to teach you how to take better low light photos. We’re going to teach you how to set up your home theatre system. We’d like you to buy from Sony, but we’re going to make it product agnostic.” By the time you’re done you’ve learned something, and oh by the way, on the side they’ve got this little merchandising engine, which we provide for them, which says, “Oh you’re interested. Well here are four of the things that just got mentioned in that flash video, the video that you saw. You could buy it from us, you could buy it from other people”, and they give you that option. The numbers that they’ve seen have been off the charts, and if you want to go to powered.com, and I’m not pimping this, or you can go to Marketing Props, but we have a PDF of it, they did an independent case study with one of our clients there, and they talked about the results. And I’m going to say go and read it for yourself because Marketing Props Ann Hanley did this, the results are off the charts. I mean, 20 percent, I think it’s somewhere in the neighborhood of 20 percent of all the people that go in and engage in this community. There are 200,000 that are registered and there are millions that literally go and visit, 20 percent say that they go and actually buy something as a result of being engaged in this community. The willingness to recommend to a friend is off the charts. The willingness, you know, the deepening of that loyalty, they stick around longer, so a lot of these people have been there for a long time. So these are all the things that I think are great, are ground making, ground-breaking, they’re somewhat counter intuitive to the way big businesses work, and I think looking at leaders like Tony Hsieh of Zappos, looking at leaders like Barry Judge at Best Buy who is revolutionizing the way their companies are thinking and doing business, it’s going to ultimately have an impact on a lot of the smart companies in America and their reliance on tapping into social and community.

Susan Bratton: I love the passion that you bring to this, and it’s really good, you are the perfect person to ask the list of the companies that we should go check out, and Backstage 101, I have looked at that and it’s a really remarkable integration where, you know, it’s not a brand building a site and expecting people to come and create it with user generated content. Sony instead has brought Powered’s ability to educate and provide information into that, so there’s so much there when you get there, that the community can rally around, and I think that’s one of the secrets that Powered has figured out, that a lot of people haven’t figured out. You can’t just build it and expect, you know, people to come. You have to build some content for them to enjoy when they get there. And, you know, the same could be said for toothpaste. I think we could build a site about toothpaste, you and I. Alright, well thank you so much. You have met Aaron Strout. Aaron is the CMO of Powered.com and thanks for all those URL’s as well. I’m your host, Susan Bratton, and you’ve been listening to Community Powered podcast from South By Southwest. Have a great day.