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December 31, 2004
Hallmark Cards, Research and Online Communities
Common Craft & Lee LeFever point to a MarketingSherpa article on Hallmark Cards Idea Exchange.
I was originally pointed to Common Craft by Jim Cachel after his company, Forum One, concluded one of it's annual Online Community Summits and... I've been a reader ever since. Lee offers all kinds of value, helped me to understand RSS feeds and hey, even blogs about getting married.
Hearing about Hallmark communities took me back to an older AdMarketing conversation on How Marketers Use Interactive Tools. Many well known community builders participated in this conversation. The conversation actually kicks off here and many of the lessons learned are still relevant.
For this discussion, we engaged Communispace founder Diane Hessan. Communispace builds online communities for businesses and worked on the Idea Exchange initiative. More on Communispace's work with Hallmark: Case Study: Hallmark.
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