Over the next decade, Campbell will pursue the following four goals:

-- Nourishing Our Planet -- Reduce the environmental footprint of our product portfolio in half, as measured by water use and CO2 emissions per product produced. In 2008, Campbell used 9.35 cubic ft. of water and 0.308 tonnes of CO2 used per tonne of food produced. Over the past year Campbell reduced water in food production by more than 9 percent and invested more than $6 million in environmental sustainability projects.

-- Nourishing Our Neighbors -- Measurably improve the health of young people in our hometown communities by reducing hunger and childhood obesity by 50 percent. Over the next decade, Campbell will work closely with organizations like the Robert Woods Johnson Foundation and Feeding America to address these related issues in Camden, N.J., as well as other communities where the company has a meaningful presence, such as Sacramento, Calif., Napoleon, Ohio, Paris, Texas and Norwalk, Conn.

-- Nourishing Our Employees -- Achieve 100 percent employee engagement in CSR and sustainability. Campbell employees will have a CSR-oriented goal incorporated into their annual performance objectives, which can be achieved either individually or as part of a work-affiliated group activity.

-- Nourishing Our Consumers -- Continue to advance the nutrition and wellness profile of Campbell's product portfolio, especially through the continued reduction of sodium in soups, sauces, beverages and bakery items. Campbell will continue to build on a base of more than 45 soups, sauces, beverages and pastas that deliver a full serving of vegetables (1/2 cup).

I see this as a sign of our times - a huge shift in consciousness. Organizations will have to be truly more socially connected.

Look at BP - how they handle the oil spill will now define them whereas their old Greenwash Slogan was only playing.

Look at how Kotex has shifted from fantasy to reality in their new approach to women and periods.

It's happening - slowly but it is happening.

We are all “selling”. At the heart of us all we would at least like others to see what we see. True power is being truly heard. This may be selling a product. Or it may be changing the world of food or school – whatever. True power is when you and your idea finds dominance.

Until recently, we had to use immense resources to pull this off. After all this was what marketing and politics was all about – getting hold of vast sums of money to push out our POV.

Only the big could play – until now.

Please excuse the diagram – but I know of no other way of showing this right now. This comes from some work I am doing with a client who has a service that is of interest to researchers. We built this model of the “Field” of a University as it pertains to how we might influence the Profs.

Simply put, if you want to have a lot of Profs use your service, you have to start not with the Formal University and least of all with the most tenacious gatekeeper IT. You are best to find the Big Man on Campus – the most influential Prof with the Lab that all look up to. If she likes what you have, she can find her own money to buy it. Being a “star” she does not need the university as lesser Profs might. If  she buys and uses and likes it, then the lesser stars join. The laws of Adoption come into play.

Not only does the BMOC influence her colleagues in her university but because she is a true star, she carries weight in other universities. She may also have formal links in that she may be collaborating with another Lab or Labs. She is a vector for “infection”.

If you have a service that can also serve the small, then you can increase your power by finding the Rising Star. This junior prof has no money. He is new but brilliant. He too wishes to rise to be a dominant player in the field. If you can have a close to free version of your service, he can use this to rise. Then all the rest have to follow as well.

It is better if you then can find local allies. In every system you will have the cops and you will have the social workers. The cops are usually IT or HR in organizations. The nice people in Universities are the Libraries. They are usually genuinely interested in learning and in serving and tend not to be tied to any Right Way. My bet is that every field has these brakes or accelerators.

Finally, to get the big boost, it is likely that you will find regulators or agencies who may find that your service serves them too. With their support, you can tip the system.

I don’t think that this model is confined to Universities. I think that it is Fractal.

I think that all fields have the same deep structure and so are open to this type of approach. In every field there is a dominance hierarchy. There is an external boundary. The job in every field is to get to the centre and to hold the dominant role. This is true in music, in art, math, banking in everything.

There are Stars at the centre, there are gatekeepers, there are Rising Stars, there are infection vectors, there are sponsors, there are pitfalls. All fields have this kind of structure. If we said that the university model was classical piano – it would be the same. If we said it was war doctrine, it would be the same. Hey it is the same for Social Media.

So why is this helpful to you? Because this approach is a true game changer. You don’t have to have vast resources to capture the interest of a field. You do have to have something that is authentically good. But if you have this, then we can use this model to move up the adoption curve with few resources. In fact once you get momentum, the system will do nearly all the work for you.

If I am correct, then this model is a simple map of any field and so enables anyone who wishes to rise or influence any field, to plot a strategy.

This then brings us back to my first post. If this is the map, then we also know how best to harness our social power to have the best journey.

Do we know enough now for you to have the optimal team set up in the optimal way to have the power to get influence on the field that matters to you?

I think we do – but what about you?

Freya Svensson is not the kind of customer you want on your bad side. The Pasadena, Calif. soccer mom bought a car from a local Volvo dealership in 2006. Her transmission failed, she had it replaced, but then it started to act up again. After multiple complaints to the dealership, they finally agreed to replace it -- but that offer only came after her warranty had expired. And so she chose an unusual course of action: she donned a horned Viking helmet (to get in touch with her Swedish roots, of course) and created a series of good-humored videos on YouTube documenting her quest for justice -- which seems to have been served this past week. What likely sealed the deal was one of her videos in particular, in which Ms. Svensson strums a guitar and sings in Swedish (with English subtitles) about her saga.

The Swedish town of Malmo is a wonderful place.

Some feel it is wonderful because it is the spiritual home of a band that was once cool, the Cardigans.

But now all committed social networkers will think Malmo is wonderful because of its IKEA. You see, the Swedish purveyor of fast-food furniture decided to open a new store in Malmo and didn't really have a lot of money to let people know about it.

So it engaged a rather outre advertising agency called Forsman and Bodenfors to create a rather special launch campaign.

The agency created a Facebook profile for the store manager, Gordon Gustavsson. Over a two-week period, it uploaded images from of IKEA showrooms to his Facebook photo album.

Then it put out word that the first person to tag their name to a product in the pictures, won it.

Facebook being what it is, word got out and needy, enthusiastic Swedes begged for more pictures so that they could tag themselves to a new sofa, a new bed, or a new vase into which they could stick their plastic flowers or their dead grandparents' ashes.

Before Facebook could take credit for its own wonderful ingenuity in creating the world's most needed Web site, thousands of Swedes were spreading pictures of IKEA showrooms all around the personal galaxy known as their profile pages.

Anyone could do this - just requires the the thinking - brilliant