Konatroo started as a concept of inexpensive and livable space out of shipping containers.  It included a smart and unique signature shell design that allowed for interior flexibility to maximize the function of a custom interior.  Keeping it simple was key and a huge challenge.

The design has been slowly evolving, and a base Kontaroo is near completion.  I went back to a basic and bare-bones product.  This meant leaving much of the interior finishing and details to be completed by the Kontaroo owner.  This keeps cost down, and is more keeping with the original vision. The exterior will be mostly finished when shipped.

Moving Beyond the Basics…

By design, shipping containers are modular – meaning, they can be easily stacked for transport for their long journeys on ships.  But as I’ve been researching how others have been connecting containers for larger and expanded living spaces, I’m finding that it has involved a lot of guesswork, cutting and welding.  So, the next journey with Konatroo is a series of no-weld connector units, that make containers more modular for living.  This includes interior arches, doors and stair units (stacked containers) that bolt into place, are self-sealing and watertight.

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Houghton W. Moon abt. 1915 and a lot of fish.

I think most people go through a phase of wanting to know where they come from?   We’re often familiar with our grandparents, and sometimes a great grandparent. But I often wondered about their parents, grand parents and great grand parents.  My mother’s side is pretty well-documented, with scores of cousins and relatives–but the Moon side, not so much.

In the late 90′s while, my father was still living, I started poking around online.  I posted to a few genealogy message boards with what I knew, but that effort yielded zero replies or leads over the years. It was all still a puzzle, with only a few family stories and a box of unmarked sepia photographs  as clues to my lineage.  I knew we were probably the end of the line of our branch of the Moon’s, and was also curious about other close branches, and if they survived.

Every few years my curiosity would get piqued, and I’d dig deep into Google searches looking for a bridge to connect me to the many Moon family lines.  And in 2011, I found my great grandfather, Houghton Wesley Moon at the end of a family tree. From there I was about to click though 700 years of Moon’s through a direct paternal linage–wow!  In America, it started with Robert Moone, a tailor that came to Boston, MA from England in the 1640′s and eventually settled in Newport, RI.  My line eventually would wind up in Queensbury, NY sometime in the late 1700′s.

At the same time, my search lead me to my great great grandmother’s sister’s family line, alive and well.  And thanks to my newly discovered cousin, Janice Beaver, I have an abundance of family information about the Dundas side of the family, which is the maiden name of my great great grandmother, and mother to Fannie Dundas Miles Moon– my great grandmother and husband to Houghton.  I suddenly found myself in information overload, because there were so many directions I could go, so I took a break.

Moon’s Ferry. As seen from the West side of the Sacramento River, Sutter Co., CA. Lithograph from Thompson & West’s “History of Sutter County, California” (1879).

Now back to the Moons… A few weeks ago, my interest was piqued again.  But I think I’m a little more prepared to not get too overloaded and off task.  And again, I made a breakthrough by finding and contacting Moon descendants in California.  Also, I’ve been able to place people different places at different times and learned specifics about deaths and gravesites.  Also, I refreshed my memory of a lineage that goes back to the 1200′s, an English castle, connections to six or seven presidents, a princess, a prince, several Prime Ministers and a great, great, great, great grandfather who served as a Minuteman in the Revolution in Rhone Island and under the command of LaFayette.

I plan to put this all together here, taking 100 years at a time and moving backwards.

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I’m blown away with the entrepreneurial energy of Chattanooga.  So when I see mistakes in their efforts, I just want to wave my hands and say, “whoa!”  Without outing anyone in particular, here’s a BIG legal faux pas I’ve run into lately that I see routinely through my ‘Internets’ travels.

Through our personal interaction on the social web, we’re all guilty of sharing visual memes and funny quips about celebrities.  And in most cases for personal entertainment, it’s OK.  But when it comes to your business, it could be a great  legal liability.  This also includes protected characters from mega franchises like Star Wars, or images that are meant to go viral like the Grumpy Cat meme−also trademarks, copyrighted images and music.  OK, so this should somewhat makes sense, right?  Yet companies still abuse using celebrities and registered trademarks in their social media marketing efforts. Using a likeness without permission is legally referred to as, right of publicity.

Earlier in February,  I ran into a local Chattanooga start-up who posted an image of a rugged and well-known actor with a contrived quote about their product on their Facebook page.  They’ve posted him previously trying to rally support as a spokesperson for their brand.  And although their brand seemingly fits with the actor’s on-screen persona, the photo can be confused with a direct endorsement from the actor.  Celebrities have a habit of wanting to pick and choose product endorsements, and get paid for them.

Asking the question if a person would be a right fit to represent their brand, or soliciting opinions seems borderline allowable.  A social media manager asking who would be a good fit seems more permissible and responsible.  Either way, posting a copyrighted photo is not.  And continued use of their likeness is definitely not.  So, as tempting as it may seem, you’re placing business in jeopardy if the wrong person should happen by.  Many celebrities have people to manage  their online reputation, and there are folks who spend their all day looking for such infringements.  Also note that Facebook takes copyright infringement pretty seriously.  Most reported images are removed within a day–I recently ran into some photos I took on a page that I did not give permission to use, and they were removed promptly.  The act of Facebook removing an image or post may not be the end of the legal ramifications if damages can be assessed.  This start-up also has posted content related to movies, and have shared  advertising slogans by other companies that they’ve tweaked to promote their products.  Again, it’s a dangerous strategy .  I also have to mention that they post a lot of original content and images, which is why you hate to see good marketing go astray for  few extra likes.

I also ran into a local North Georgia restaurant who had been Photoshopping popular memes and celebrity photos to promote their events, so I’m not picking on an individual company and their seemingly unintentional lapse in judgement.  It is, however, a great example.  And not necessarily the type of activity from an inexperienced marketer.

I get it.  People let the strong sharing culture of the Internet and social media get the best of them. Which can cloud the line of selecting appropriate content and collateral for their business.  The majority of small and large companies know not to use a celebrity imaging in traditional adverting, like brochures and billboards.   But to right-mouse-click and save and image to your hard drive and add some text is just too simple.  And after all, it’s only the Internet.

The important thing is to keep your social media content fresh and original.  Don’t chance using photography found in a Google search or another page.  If you cannot take a picture or video, stock photography can be very reasonable priced.  Use your own ideas and creativity to evoke content that creates conversation and enforces your brand–not others.

Update: 2/13

An email popped into my inbox this morning that provided me a great example for this post on how good marketers lose their good judgement.  AppSumo.com ran a Valentine’s Day gimmick where you could share your favorite business mogul’s likeness on Facebook and Twitter.  AppSumo offers daily deals to entrepreneurs, so this fits with their brand.  But it also borrows the hard-earned reputation of sixteen well-known business personalities and their brands, without consent or compensation.  And although there is no direct push or strong call-to-action to sell AppSumo’s products, it’s on the AppSumo.com domain, and is “presented by AppSumo,” using the AppSumo logo.

Update: 2/14

About the time I noticed a few visitors to this page from Austin, TX, I received another email with the title, You+ Me… from AppSumo.  It contained a link to more high-profile entrepreneurs, and Treehouse CEO Ryan Carson, whose company happens to be the sponsor of the deal.  A+ for creativity guys, but I only hope you don’t get in trouble.  Most states have right of publicity laws protecting the likenesses without consent when tied to a commercial gain.

Here’s a good read in reference to the right of publicity violations mentioned in this article:

Using the Name or Likeness of Another

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Originally the goal was to deliver a basic or bare-boned Kontaroo for about $15,000.  I think we’ve pushed past that retail point by a few thousand.  After all, these are meant to be durable and long-lasting shelters, and you cannot get cheap for the sake of hitting a number.  What you fill a Kontaroo with is a big determining factor of the final retail price and overall cost, but we’re still aiming chic and cheap… ehem, affordable.

I released the “hero” side of the Kontaroo last night on Facebook and Twitter, and this version with the black anodized aluminum finish this morning.  I’m working on the opposite side today, which has a standard sized door and a few windows.  You might argue that it’s the front, and in many cases it’ll be.  If the hero side is facing a lake, or the ocean, or any view, you might consider it the back or rear.  But as a poolhouse, or facing a courtyard, it may be considered the front.  The bathroom cap (right) will have a notched frosted skylight.  The living area (left) will have opening cargo doors that can be secured, and a full length window configuration.  One vertical pane will be frosted for privacy in the bed loft.

Kontaroo “Hero” elevation.

Also, Ed Garbee has been a great source of technical information and visuals. Here’s an earlier design he was playing with in GIMP and Sketchup. The fold-up doors were $9,000. Maybe at one point, they will be cost effective or can be rigged using regular panels.

Rendering by Ed Garbee,  Garbee Architecture, Chattanooga.

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The Social Media Alliance of Chattanooga was founded in early 2011.  It’s mission is to bring together a proactive community of marketing professionals in the Greater Chattanooga, TN area to discuss real-life best practices of social media and digital marketing. They’re committed in enabling their members to network in a friendly, ethical, creative and collaborative environment.

They are an amplifier of great things, while encouraging a social media savvy Chattanooga through year-round promotions, community partnerships and outreach.  It’s the second largest independent social media group in the south.

The Social Media Alliance of Tampa (or SMAT) will have the same mission with a similar format.  There will be more news to share in January, with a first quarter launch in 2013.

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“Kontaroo is a renewed approach to affordable indoor/outdoor living for the weekend to full-time adventurer using up-cycled shipping containers.”

Let’s start at the very beginning with a quick lesson about me… As a youth I often found myself sketching floor plans on notebook and scraps of paper, and presenting “custom” built homes to teachers, family and other adults who would kindly take them.  Actually, from about seven years old, I’ve had an interest in architecture after visiting the mansions of Newport, Rhode Island. But, I don’t recall ever aspiring becoming an architect as a kid.  I doodled a lot growing up, and seriously considered a career in interior and stage design.  And through my twenties and thirties, I continued an interest in architecture as a closeted, armchair space designer, watching This Old House, HGTV, do-it-yourself , interior design and real estate themed shows.

Over the past two years, I’ve been casually watching what folks were doing with storage containers (cargotecture) as shelters and small or tiny homes.  Container projects run gamut of temporary housing for poor or storm victims to permanent  structures for residential use.  They can be stacked to add square footage, and their steel structure makes them nearly indestructible.

As I started to talk to a friend this past summer who’s in the scrap metal business, it all clicked as an idea.  And I started to do intense market research, discovering many suprises…

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I will continue to do freelance work, which you can find in the Inside Vandergelder area of this Website.

Vandergelder has been a labor of love, and that certainly has not changed my devotion to marketing. I’m taking on some new challenges, with hopes to expand the Social Media Alliance, and Kontaroo.

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SMAC is an advocate of social media best practices. We want to encourage businesses, organizations and public services to embrace a more social culture with their operations, public relations and marketing efforts. Top Flight, Inc. is a very good example of a local company that has found value in leading a consistent social media strategy and building a digital footprint to help better connect and communicate with their customers and prospects. It’s clear that they realize that it’s not all about selling notebooks and folders, but encouraging relationships and putting a personality on their brand and products. It also reinforces their stated dedication to the customer.

Top Flight, Inc. has also proven by example that social media is not just for new businesses or start-ups—they began as the Atlas Paper Box Company in 1920, and have been working continuously for over 90 years. One of the biggest barriers for established and traditional-mined companies is the misconception that social media is all about the technology, when it’s mostly about communication, conversation, reach and message.

Lastly, Top Flight executes their work in-house and being close to the product and encouraging a social culture within a company can really make a huge difference in the results and value.

We especially give Top Flight, Inc. a two paper-cutless thumbs up for …

1. Eagerness
2. Engagement
3. Consistency

Visit their Web sites and follow their social media properties at …

http://www.topflightpaper.com

http://www.facebook.com/topflightpaper

http://www.twitter.com/topflightpaper

https://plus.google.com/114007011617771516835

http://pinterest.com/topflightpaper/

Chattanooga’s original social media awards, ChattCHA and the Social Media Alliance of Chattanooga (SMAC) have teamed up to recognize socially savvy activity in the Scenic City. Both initiatives hope to encourage Chattanoogans to get creative with their social media strategies. “It’s a real-life ‘LIKE’,” said David Moon of the Social Media Alliance. “An impromptu thumbs-up rewarded to any business, organization or individual in the Chattanooga area for their cleverness using social media.” Both ChattCHA and SMAC share in the belief in promoting best practices in social media. The Social Media Alliance of Chattanooga has become a strong advocate for utilizing social media in business, organizations and government. They host educational events once a month, in addition to focused workshops and other meetups.ChattCHA is Chattanooga’s first annual juried Social Media Awards.

Although we’re always keeping our eyes on social media activities in Chattanooga, considerations for Social Rocks! can be emailed to smac@nooga.org.

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The Channing-Kullijian Foundation [501(c)3] was started by Broadway and Hollywood legend Carol Channing and her late husband, Harry Kullijan. Dr. Channing received a honorary doctorate from California State University Stanislaus in 2004. Up until her husband’s death in December of 2011, they have been promoting arts in education through the non-profit foundation. ChanningARTS (Arts Returned To Schools) encourages you to become involved in your community and local PTA to return arts education to all public schools. They have temporarily suspended distribution of grants while the foundation focuses on their core mission of public awareness in the importance of the restoration of arts education in all public schools. This where we can help. We’ll be working hand in hand with the foundation’s staff to review their objectives and expectations. This will be completed in 3-4 breakout sessions between March and June, 2012, with homework in-between. Marketing, PR, Web and design experience is required to participate. We could also use some agency assistance. Students are also encouraged to help out. Email us at, smac@nooga.org to be keep in the scheduling loop.

• A new brand identity
• A new Website
• A social media strategy, an improved
  digital footprint and collateral

2009 ChanningARTS Promotional Video

ChanningARTS

Ms. Channing is still going strong at 91, promoting a new documentary about her life. [Video]

“The story of legendary performer Carol Channing’s life is as colorful as the lipstick on her big, bright smile. In CAROL CHANNING: LARGER THAN LIFE, director Dori Berinstein (ShowBusiness, Gotta Dance), with co-writer Adam Zucker, captures the magic and vivacity of the 90-year-old icon – both onstage and off…past and present.”

The film is both an intimate love story and a rarefied journey inside Broadway’s most glamorous era. It is, above all, a look at an inspiring, incomparable and always entertaining American legend.

Carol Channing: Larger Than Life

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We’ve invited and hosted three influential brands to tell their stories and share strategy with SMAC over this past year.  If you listen carefully, one common topic of discussion is that uncovering social media best practices is a learning experience; even to the most experienced marketing and public relations professionals.  Sometimes positive results totally make sense, and sometimes you fail or your expectations come up short.  This is only to prove that we are all in the same boat.  Regardless of budget or resources, there is no substitute for ingenuity, persistence through trial and error and hard work to make your social media efforts successful.  Remember, always have a goal and work towards it.

One specific thing I learned from the Opry’s visit was to uncover and nurture your best external resources.   In many cases, members of the Opry were a big part in amplifying the Opry’s message. What is your best external resource that helps broaden your circle of influence, and how can you encourage those resources to your best advantage?

Members of SMAC and the PRSA at the Grand Ole Opry Luncheon sharing social strategy, on Spetember 21st, 2011 at Niko’s Southside Grill in Chattanooga, TN.

Topic: The Grand Ole Opry Get’s Social

Dan Rogers has worked with the Grand Ole Opry since 1998. In his current role as senior marketing manager, Dan manages the Opry’s advertising, promotion, and interactive initiatives, also working in tandem on publicity efforts with the Opry’s independent PR firm. Dan works with the Opry’s sponsor and media partners, including GAC, Westwood One, Sirius XM Satellite Radio, and 650 AM WSM. Prior to the Opry, Dan wrote about music and entertainment for the Evansville Courier (Evansville, IN) and was a communication instructor for the University of Kentucky community college system. He’s a baseball, football, and live music fan, and enjoys history and politics, as well as reading and writing about all of the above. He would like to be married one day, and hopes to never have a cat.

Katrina Maddox has been with the Grand Ole Opry since 2003. She started as a customer service agent and worked in the call center and Opry Box Office while earning her Bachelor’s degree in Business Administration at Middle Tennessee State University. After graduating, she went on to work as the Marketing and Sales Assistant for the Grand Ole Opry and Gaylord Attractions. Her education combined with her experience in customer service and marketing helped her to become the voice of the Opry’s Facebook and Twitter accounts. Katrina most recently accepted the position of Interactive Marketing Manager, specializing in social media and email marketing. On a personal note, Katrina most loves spending time on the lake and cheering on her favorite NFL team, the Tennessee Titans.

About the Opry:

The Grand Ole Opry is a weekly country music stage concert in Nashville, Tennessee that has presented the biggest stars of that genre since 1925. It is also among the longest-running broadcasts in history since its beginnings as a one-hour radio “barn dance” on WSM-AM. Dedicated to honoring country music and its history, the Opry showcases a mix of legends and contemporary chart-toppers performing country, bluegrass, folk, gospel, and comedic performances and skits. Considered an American icon, it attracts hundreds of thousands of visitors from around the world and millions of radio and Internet listeners. The Opry, today part of the American landscape, is “the show that made country music famous” and has been called the “home of American music” and “country’s most famous stage.”

In the 1930s, the show began hiring professionals and expanded to four hours; and WSM-AM, broadcasting by then with 50,000 watts, made the program a Saturday night musical tradition in nearly 30 states. In 1939, it debuted nationally on NBC Radio. The Opry moved to a permanent home, the  Ryman Auditorium, in 1943. As it developed in importance, so did the city of Nashville, which became America’s “country music capital”.

Membership in the Opry remains one of country music’s crowning achievements. Such country music legends as Hank Williams, Patsy Cline, Roy Acuff, the Carter family, Bill Monroe, Ernest Tubb, Kitty Wells and Minnie Pearl became regulars on the Opry’s stage (although Williams was banned in 1952). In recent decades, the Opry has hosted such contemporary country stars as Dolly Parton, Garth Brooks, Reba McEntire, Carrie Underwood, Brad Paisley, and the Dixie Chicks (both with their initial bluegrass/cowgirl lineup and their most recent alternative country trio). Since 1974, the show has been broadcast from the Grand Ole Opry House east of downtown Nashville and performances have been sporadically televised in addition to the radio programs.

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