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Wednesday, June 8, 2011
25 Flooring Women To Reckon With! FCN Anniversary Issue
Check it out by clicking on this link for the digital issue of Floor Covering News' 25th anniversary edition.
This issue of FCN includes reference to each of the 25 amazing women who are propelling the flooring industry forward... [And, I am included. Wow!] Several are women I have interviewed for my Women in Flooring series:
Deb Binder was a very early contributor to Flooring The Consumer with her post Putting Women in Their Place - Front and Center.
Vickie Gilstrap has contributed color stories and carpet style inspiration to the Carpetology Blog.
I've worked with Dana Teague because of Hanley Wood's Surfaces Education Advisory Council.
And, I've desperately wanted to tour Emily Morrow's floor covering showroom for visions of the future of flooring.
Other women included in FCN's 25th Anniversary edition are:
Georgina Sikorski
Kathy Young
Ann Wicander
Jane Walker
Donna Mudd
Jeanne Matson
Kimberly Matsoukas
Ann Knight
Andrea Greenleaf
Terry Gray
Patricia Flavin
Patti Faisan
Rosanna Chiadez
Lisa Browning
Pam Bowe
Maryanne Adams
I am honored to be in such company!
Congratulations and Thank You, Floor Covering News!
Best,
C.B.
Tuesday, May 17, 2011
Recapping NJ AMA 5/10/11 Presentation: Managing Your Reputation in a Social World
I had been looking forward to meeting Natalie Piccotti, vice-president of programming for NJ AMA, in person given our intense exchanges of emails, phone calls and tweets. However, I didn't expect to see Mary Ann Blackburn whom I first met on May 25th, 2010 at Social Media Club North Jersey: Customer Feedback In a Social World. And, I didn't expect to meet so many interesting marketers who brought such diverse perspectives to this discussion on social media marketing and social reputation management - from pharmaceuticals, to non-profit, branding, associations, finance, medical and a few more in-between.
Here are the slides from my presentation Managing Your Reputation in a Social World! If you're interested in some of the articles I refer to, you'll find the links in this post titled Highlights from the MarketingProfs online seminar about Managing Your Social Reputation.
Managing Your Reputation in a Social World - American Marketing Association - New Jersey Chapter
CB Whittemore with NJ AMA President Elect Andre Paquin |
- Age of Conversation 3: It's Time to Get Busy! (The Age of Conversation)
. For more perspective on this global project to which I contributed a chapter to each volume, read Blog Action Day: Water and AOC3, AOC2: Don't Be Myopic About Social Media! and The Age of Conversation: The Conversation Age Enabled.
- The Cluetrain Manifesto: 10th Anniversary Edition
- From David Meerman Scott: The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyer
- From Paco Underhill: Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond
and What Women Want: The Global Market Turns Female Friendly
- From John Jantsch: Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
CB Whittemore with NJ AMA President Sandra Ghezzi |
From David Rogers: The Network Is Your Customer: Five Strategies to Thrive in a Digital Age
Thank you, Sandra Ghezzi and Andre Paquin, for inviting me to speak.
Thank you to all the New Jersey chapter of the American Marketing Association (AMA) members and guests who attended the 5/10/11 presentation for your warm welcome and wonderful questions. I really enjoyed myself!
If you have questions relating to Managing Your Reputation in a Social World, please don't hesitate to ask.
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Friday, March 25, 2011
Happy Simple Marketing Blog Birthday #2!
In thinking back on the past two years, I can't get over how intense the learning has been. I never imagined meeting and interacting with so many wonderful and equally passionate marketers and business people. I never imagined having as much fun exploring, creating, discovering and trying new ideas and approaches. And I never imagined how rewarding it would be to guide others who believe equally in the power of social media and content marketing.
I'm ready for year three! Are you?
In anticipation, here are the top Simple Marketing Blog posts of all time:
- Urban Outfitters: Be Where Customers Are
- Sandy Carter Integrates Social Media
- How Do I Craft a Blog Welcome Post?
- Simplicity, A Dominant Trend
- How Do I Evaluate a Blog?
- Mayo Clinic's Lee Aase: Simple Marketing in Action
- Fiskars: 360 Years Young & Innovating with Social Media
- The Benefit of Facebook Fan Pages
- BRITE Conference: Steve Rubel 11 Digital Trends To Follow
- Wear-Dated Website Redesign Case Study
Which is your favorite?
Thank you, dear readers and subscribers, for being part of this journey. Long live Practical and Simple Marketing!
Best,
C.B.
P.S.: Today is also my Dad's 92nd Birthday.
Friday, December 24, 2010
Wishing You The Best For the Holidays!
Wednesday, December 1, 2010
Modenus Writes About New Friend CB Whittemore
I particularly appreciate that Veronika has reserved for me a delicious watercolor as reminder of and inspiration for some of the creative activities that I've put on hold...
Meanwhile, I recommend that you go spend some time on the Modenus site, a social network and resource for design professionals, where you will find Before & After design solutions, fantastic on location design inspiration [the High Point images make me feel as if I were there!], and amazing ideas and resources.
I can't wait to see how Modenus grows as a social network and look forward to meeting Veronika again in person to hear about her successes and new Modenus developments. Or, maybe we should just schedule another Skype session!
Thank you, Veronika!
Thursday, November 25, 2010
Happy Thanksgiving 2010!
Best,
Christine
Thanksgiving 2010 by C.B. Whittemore created via Wordle
Tuesday, November 9, 2010
LinkedIn Content Marketing Podcast - Bernie Borges
The resulting 27 minute podcast and summary notes are available by clicking on 8 Content Marketing Tips for LinkedIn - Podcast with Christine Whittemore.
I thoroughly enjoyed comparing notes about LinkedIn with Bernie. Our conversation took place via Skype; we both had one another's LinkedIn profiles on screen to refer to which made for interesting observations!
Bernie's summary notes detail the highlights and serve as a valuable summary of how best to approach LinkedIn with a content marketing perspective.
My favorite points: paint a clear picture of yourself, tell a story and do profile mining to uncover opportunities to connect.
I encourage you to listen to the podcast, read through the notes and let me know which points you find most interesting.
Thank you, Bernie, for this wonderful opportunity to talk LinkedIn content marketing. I look forward to continuing the content discussion!
Friday, October 8, 2010
eCairn's Top 150 Social Media Marketing Blogs
I am a big fan - and user - of eCairn Conversation [see Social Flooring Blog Index - August 2010] and have experienced firsthand the robustness of the platform. This list definitely includes the finest thinking and most engaging content related to social media marketing.
It also makes me very excited to discover that Simple Marketing Blog, launched in March of 2009 in a crowded segment of the blogosphere, ranks #87 out of the top 150 most influential social media marketing blogs that eCairn Conversation tracks.
Pretty darn cool if I say so myself!
A major Thank You to all of you for subscribing, reading, commenting and being part of what's going on here on the Simple Marketing Blog!
That said, I do hope you will explore the other social media marketing blogs listed in eCairn's Top 150 listing.
Let me know which are your favorites.
PS: I'm partial to #18 MarketingProfs Daily Fix - not just because I'm a contributor ;-) - and many others written by friends.
Tuesday, September 14, 2010
AMA Podcast Series: Social Media Marketing GPS
Now available from the AMA Resource Library: Social Media Marketing GPS Podcast Series with Toby Bloomberg!
Toby Bloomberg, Diva Marketing extraordinaire and author of Social Media Marketing GPS, the first ever business book written on Twitter [see Social Media Marketing GPS: A Must-Read Guide], contacted me recently with exciting news!
Toby explained that Dennis Dunlap, CEO of AMA, loved Social Media Marketing GPS. As a result, AMA would partner with her to produce a series of podcasts to support the book. All 40 prominent marketers from Canada, England, India and the United States who participated in Twitter interviews for the book were invited to take part to further develop the conversations started on Twitter.
I can't imagine a more exciting development. As I told Toby, it feels as if the whole process is coming full circle with these podcasts.
Here is the link to the page listing all of the interviews in the AMA Social Media Marketing GPS Podcast series.
If you haven't already, definitely download a copy of Social Media Marketing GPS, by Toby Bloomberg.
Last Wednesday, September 8th, 2010, Joel Rubinson and I recorded our podcast with Toby on the subject of listening. Nancy Pekala, AMA Director of Online Content, introduced the session.Ours was the eighth in the series.
In true Toby innovative fashion, the podcasts reinforce the short Twitter concept of Social Media Marketing GPS, lasting only about 14 minutes. We each started out reading a few of our original interview tweets - Toby read from her introduction to the chapter. [The idea of reading tweets came from what Neville Hobson did in his original post describing the series.] From there, Toby introduced discussion questions about listening...

- Who owns listening?
- How does listening fit into traditional research?
Here is the link to our podcast on Social Media Marketing GPS: Research Insights. Social Media Research: Crafting an Actionable Listening Strategy.
If you're a member of AMA, I expect you'll be hearing about the podcast series in weekly and monthly e-newsletters, through tweets [follow AMA on Twitter], in social media focused events, and with AMA's 76 chapters.
If you aren't, you might consider joining.
Regardless, do listen to the podcast series. Social Media Marketing GPS - both book and podcast series - are fabulous resources for those looking for a road map to social media success.
Would you let me know what stands out for you?
Thanks.
Thursday, September 2, 2010
Simple Marketing Blog: Junta42 #11 Top Content Marketing Blog!
I am very excited and honored.
As Joe Pulizzi explains in Brian Solis Rocks Latest Junta42 Top Content Marketing Blogs, his post announcing the latest ranking, the list of blogs included in the ranking has grown from 350+ to over 400.
I like how Gavin Heaton puts this listing into perspective in Content Marketing and the Junta42: it's a "handy reference to some of the leading content marketing blogs – a very useful resource for those marketers working with social media as part of their strategy."
For reference, the Junta42 Top Content Marketing Blogs are based on these criteria.
Here are the August 2010 Junta42 Top 42 Content Marketing Blogs:
Rank | Blog Name | Focus | ||
---|---|---|---|---|
1 |
| Social Media/Public Relations | ||
2 |
| Copywriting - Blogs/Blogging | ||
3 |
| Marketing - General | ||
4 |
| Search Engine Marketing | ||
5 |
| Public Relations/SEO | ||
6 |
| Research | ||
7 |
| Social Media | ||
8 |
| Marketing and Advertising | ||
9 |
| Content Marketing | ||
10 |
| Blogs/Blogging | ||
11 |
| Social Media Marketing | ||
12 |
| Marketing - General | ||
13 |
| Direct Marketing | ||
14 |
| Content Marketing | ||
15 |
| Content Marketing | ||
16 |
| Social Media | ||
17 |
| Content Marketing | ||
18 |
| Internet | ||
19 |
| Content Marketing | ||
20 |
| Online Media | ||
21 |
| Search Engine Marketing | ||
22 |
| Internet | ||
23 |
| Writing and Blogging | ||
24 |
| Social Media | ||
25 |
| Buzz marketing | ||
26 |
| Social Media | ||
27 |
| Content Marketing | ||
28 |
| Online Marketing | ||
29 |
| Writing/Copywriting | ||
30 |
| Social Media | ||
31 |
| Marketing - General | ||
32 |
| Branding | ||
33 |
| Branding | ||
34 |
| Internet Marketing | ||
35 |
| Public Relations | ||
36 |
| Internet Marketing | ||
37 |
| Content Marketing | ||
38 |
| Branding | ||
39 |
| Marketing - General | ||
40 |
| Social Media | ||
41 |
| Content Marketing | ||
42 |
| Marketing - Multichannel |
I encourage you to go explore these content marketing resources!
Friday, May 28, 2010
Social Media Marketing GPS: A Must-Read Guide

Social Media Marketing GPS Background
The book is based on interviews that Toby conducted last summer 2009 via Twitter with 40 prominent marketers from Canada, England, India and the United States on specific topics relating to "how to leverage social media, not in terms of the technology, but as a vehicle to build and nurture stronger business relationships."I'm particularly honored that she invited me to participate [check out Chapter 3 about listening]. I found the experience unlike any other Twitter interaction; it was intense and required deep focus. It was also exhilarating and I felt renewed appreciation for brevity and concise thinking.
Click here to download the 91 page eBook Social Media Marketing GPS. Toby has organized each chapter into a 'tweet intro' followed by the relevant Twitter interview[s], a review of key concepts and suggestions on how to continue the conversation.
The chapters and their contributors are as follow:
Table of Contents
Foreward: Shel Israel
Introduction: Toby Bloomberg
Chapter 1: Why Social Media?
Interviews with Paul Chaney, Ann Handley
Chapter 2: The New
Interviews with Geoff Livingston, Marc Meyer
Chapter 3: Social Media Research: The 1st Listening
Interviews with C.B. Whittemore, Joel Rubinson
Chapter 4: Social Media Ethics
Interviews with Wayne Hurlbert, Mack Collier
Chapter 5: Strategy First
Interviews with BL Ochman, Rajesh Lalwani
Chapter 6: Tactics Second: Blogs, Twitter, Social Networks, Podcasts, Vlogs, RSS, Widgets
Interviews with Julie Squires, Yvonne DiVita, Connie Reece, AV Flox, Nancy White, Neville Hobson, Jim Turner, Roxanne Darling, Bill Flitter, Nick Burcher, Marianne Richmond
Chapter 7: Social Media & Branding
Interviews with Dana VanDen Heuvel, Beth Harte
Chapter 8: Blogger Relations
Interviews with Susan Getgood, Elisa Camahort
Chapter 9: Sponsored Conversations
Interviews with Scott Monty, Melanie Notkin
Chapter 10: Metrics That Make Sense
Interviews with Peter Kim, Kate Niederhoffer
Chapter 11: Solving Business Challenges
Interviews with Lionel Menchaca, Frank Eliason, Donna Lynes Miller, John Maley
Chapter 12: Relationships 1st, 2nd & Last
Interviews with Tim Jackson, Liz Strauss, Lucretia M Pruitt, Kimberly Coleman
After Foreward: David Meerman Scott
Don't wait! Download your own copy of the book and please let everyone else you know about this must-read guide titled "Social Media Marketing GPS"!
Thank you, Toby, and Congratulations!
Thursday, May 13, 2010
MarketingProfs B2B Forum 2010 Recap

The intensity comes from a confluence of marketing forces.
One: intellectual. Inevitably, MarketingProfs keynote presentations stretch my mind and imagination, have me reconsidering paradigms and dreaming of the impossible. David Weinberger and Mitch Joel both delivered!
Two: practical. MarketingProfs puts together some of the best quality, most relevant and practical case studies and presentations that I've experienced. [Check out the program schedule for this B2B Forum.] They do so consistently. New this year were pre-conference workshops and I had the honor to sit in on Christina (CK) Kerley's session on Integrating social media into your marketing plan to improve ROI. It was outstanding! Patrick Prothe has a terrific writeup in Showing the ROI in Social Media. What I learned at the Marketing Profs B2B Conference.
Three: social. MarketingProfs events offer so many natural opportunities for participants to have meaningful conversations, interact, learn from one another and deepen relationships developed online. I got to spend time with Sharon Mostyn and Donna Tocci, both Twitter friends, finally met Ron Ploof in person [the firetruck in the picture below is what interrupted his fantastic Video Hot Seat Lab session], reconnected with favorite conversationalists such as CK and Allen Weiss, didn't get enough time with Ann Handley, Deirdre Breakenridge, Beth Harte, Lee Odden and Aneta Hall, and also met new friends.

I'll be covering in more detail several of the sessions I attended.
In the meantime, here are a few links that will give you a taste for this event:
+ Definitely read through Ann Handley's recap of the 2010 MarketingProfs B2B Forum: Overheard at the Forum: 30 Lessons for B2B Marketers.
+ Laurie Kinsman writes Why MarketingProfs and #mpb2b need to get their act together*.
+ Peg Mulligan offers MarketingProfs Cinco de Mayo Fiesta: A Case Study on Being Memorable.
+ Christopher S. Penn describes The State of B2B Social Media from MarketingProfs B2B Forum
+ David B. Thomas summarizes B2B case studies in MarketingProfs B2B: Proven Success Stories Integrating Social Media into Overall Strategy.
MarketingProfs, you rock!
Wednesday, April 14, 2010
Simple Marketing Blog: Junta42 Top 42 Blog!

To put content marketing into perspective, you might want to revisit my post about Joe Pulizzi on Content Marketing. As Joe says, "we are content marketing publishers."
I proudly share with you the list of Top 42 Content Marketing Blogs and encourage you to visit each. First, in case you have specific questions about the Junta42 Top 42 Content Marketing Blogs, here is more information.
What is the Junta42 Top 42 Content Marketing Blog List?
Here's the official description: "The Junta42 Top 42 Content Marketing Blogs list highlights the best bloggers on the web discussing content marketing. Each blog on the list has been rated by our expert staff in terms of content strength, depth, regularity and, to a very small extent, popularity."How does Junta42 calculate the Junta42 Top 42?
As Junta42 explains, "Content marketing is all about the creation of great, story-form content (delivered through any channel) that ultimately influences someone to buy your product, take an action, or believe in a cause."Junta42 started tracking content marketing related blogs in 2007 with an initial 81 blogs. This list has definitely grown! For this latest ranking, Junta42 began with a list of over 350 blogs through nominations and known content marketing-related blogs and then rated each on the following factors, with a bias toward substance and relationship to content marketing:
1. The number of posts in last quarter that pertained to a content marketing topic.
2. Substantiveness of Posts.
3. Google PageRank. (All blogs were checked on the same day.)
4. Previous Ranking.
And, now....
The Junta42 Top 42 Content Marketing Blogs for April 2010
Rank --- Blog Name --- Focus
1 Convince and Convert Social Media
2 Conversation Agent Marketing - General
3 Online Marketing Blog Search Engine Marketing
4 Web Ink Now Content Marketing
5 Writing on the Web Content Marketing
6 Inbound Internet Marketing Blog Internet
7 Direct Marketing Observations Direct Marketing
8 Connected Marketer Marketing - General
9 Marketing Interactions Content Marketing
10 The Lunch Pail Direct Digital Marketing
11 White Paper Pundit White Papers
12 Marketing with Meaning Marketing - General
13 IdeaLaunch Content Marketing
14 PR 2.0 Social Media/Public Relations
15 ContentMarketingToday Content Marketing
16 Influential Marketing Blog Marketing - General
17 Moola Days Online Marketing [get badge]
18 Buzz Marketing for Technology Social Media
19 Rexblog Content Marketing
20 eMedia Vitals Online Media
21 PR 20/20 Public Relations/SEO
22 Sparksheet Content Marketing
23 Pamorama Social Media
24 B2B Bloggers B2B Marketing
25 Brain Traffic Web Content Strategy
26 Copyblogger CopyWriting - Blogs/Blogging
27 Web Strategy by Jeremiah Social Media
28 ConverStations Blogs/Blogging
29 Simple Marketing Blog Social Media Marketing <--
30 Conversation Marketing Internet
31 Ducttape Marketing Marketing - General
32 Post Advertising Content Marketing
33 Hard Knox Life Marketing - General
34 Social Media Examiner Social Media
35 TippingPoint Labs Social Media
36 Writing White Papers CopyWriting
37 Proactive Public Relations
38 SEOptimize Search Marketing &SEO
39 FASTforward Blog Social Media
40 Social Media Explorer Social Media
41 AriWriter Internet Marketing
42 jaffe juice Marketing - General
Thank you, Junta42! I am honored to be in such company. Congratulations to my fellow Junta42 Top Content Marketing Bloggers!
Thursday, March 25, 2010
Simple Marketing Now Turns 1!

Wow!
Special thanks go to inspiring friends, colleagues and clients who have given me the opportunity to engage in conversation about marketing, the customer experience, integrating traditional marketing with social media, and exploring new approaches to old problems.
To name just a few: Rob Jones, Rob Banks, Ann Handley, Shelley Ryan, Beth Harte, Matt Quint, David Rogers, Jeanne Byington, David Reich, Becky Carroll, David Polinchock, Drew McLellan, Gavin Heaton, Age of Conversation 3 co-authors [post coming soon], Andrea Learned, Rich Nadworny, Susan Abbott, Stephanie Weaver, Toby Bloomberg, Paul Chaney, Steve Woodruff, Anna Farmery, Scott Perron, Paul Friederichsen, Chelsie Thornton, Bethany Richmond, James Beach, Katherine Leon, Susan Negley and Jim Gould, Devon Valenti, Valerie Fritz, Dave Foster...
Thanks, too, to my faithful readers!
As a recap of the year, these are the top Simple Marketing Blog posts from the past year:
Sandy Carter Integrates Social Media
Simplicity Dominant Trend
Mayo Clinic's Lee Aase: Simple Marketing in Action
Fiskars: 360 Years Young Innovating
Urban Outfitters: Be Where Customers Are
BJ Fogg's Persuasive Bathroom Epiphany
Wear-Dated Website Redesign Case Study
Liana Evans Blends Social Media Search
Floor Covering Weekly Columnist
BRITE 09: Innovating During Downturns
Thank You for your support and encouragement! I appreciate that you are part of my simple marketing explorations and I look forward to sharing more with you over the coming year! If you think of topics of specific interest to you, please let me know and I will share them here.
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Photo Credit:
Colourful First Birthday Cupcakes originally uploaded by clevercupcakes.
Tuesday, January 19, 2010
The State of Social Media Marketing 2010

As with most MarketingProfs content, I consider it a must read. 242 pages of charts and insights relating to social media marketing. I particularly appreciate that Tim McAtee, MarketingProfs director of research, specifically chose to examine company, individual marketer and consumer perspectives.
As Beth Harte explains in Introducing ‘The State Of Social Media Marketing’ Report, MarketingProfs "tapped into 5,140 MarketingProfs members that represent more than 40 industry verticals–from Fortune 100 companies to individual consultants–to determine, in an unbiased manner, how companies, marketers and consumers are truly and specifically engaging in and implementing social media programs."
I've poured through the data several times; each time I emerge with another Aha!
If you aren't sure about the report, then definitely listen in on Tim's recent online seminar during which he took us through research highlights in The Naked Truth: Insights from our Social Media Marketing Research. No charge.
In recommending this report to you, I confess that I am biased: I participated in the research.
Tim explains in the report introduction that "prior to writing the survey for our large quantitative study, we hand-picked 30 social media experts and asked them a battery of qualitative questions about social media. Many answers are quoted verbatim within the report. Most questions that made it into our larger quantitative survey came directly from the answers of these experts. We truly tried to make this an unbiased study of social media marketing, guided by social media marketers."
And, yes, I am quoted several times within the report!
On 1/9/10, Fast Company FC Expert Blogger Craig Pelkey-Landes described highlights and surprises from the research in State of Social Media Marketing 2010. According to Tim, he discovered that uptight overly litigious and open honest tech forward companies have seen equal success with social media marketing - contrary to his early assumptions - doing so with different tactics.
To me, that is why social media marketing is so powerful. It allows for a multitude of expressions as I am observing from monitoring the Social Flooring Index.
Craig included one of my quotes in his article to describe perspectives on how social media marketing will evolve in the next few years. My response:
“It will grow. However, as more big orgs get on board, I sense conflict between the engagement aspects and the high-profile acquisition aspects. Challenge will be to preserve authenticity and transparency.” Christine B. Whittemore, Chief Simplifier, Simple Marketing Now
Thank you, Tim, for including my perspectives on social media marketing in your research on the State of Social Media Marketing.
Thank you, Craig, for your writeup on The State of Social Media Marketing.
Thank you, MarketingProfs, for sharing so many valuable insights about the state of marketing and social media marketing.
I'd love to hear your take on The State of Social Media Marketing.
Wednesday, December 23, 2009
Happy Holidays! from the Chief Simplifier...

Holiday Message from the Chief Simplifier & Elf!
Happy Holidays! The Chief Simplifier [a.k.a. C.B. Whittemore] has become the Chief Elf with intense yet simple words of wisdom that she intends to apply to herself this Holiday Season!
1. Simplify!
Focus on what's essential this Holiday Season.
2. Recharge!
Focus on the positive sources of energy around you. If you can't come up with constructive solutions to the negative, then take a break from it. Once recharged, I bet constructive solutions will appear immediately!
3. Refocus!
What's essential to your customers, your business, you? What are your positive sources of energy? When you look back over the year, what worked? What offered you valuable insights and generated those Aha! moments that led to successes? Can you recreate more of those moments?
That said, how do you plan on making the most of the Holidays so 2010 becomes not just filled with possibilities, but also marvelous realities?
How will you Simplify, Recharge and Refocus!
What would you add to the list?
Happy, happy Holidays and all the best for 2010!
Intensely Positive & Simple Regards,
C.B.
aka Chief Simplifier
aka Chief Elf