Digital advertisers rejoice: a new tool just came out that will take us one step closer to our audiences. Kenshoo, a Facebook Strategic Preferred Marketing Developer, recently introduced Intent-Driven Audiences (IDA), which allows digital advertisers to simultaneously target users in two very popular places: Google and Facebook (the #1 and #4 web properties, respectively).\nIDA uses Google search data to help businesses expand, shape, and customize the audiences they reach on Facebook.\nSounds pretty interesting, right? We thought so, too \u2013 so we have been testing it out over the past couple weeks. Here\u2019s what we\u2019ve learned.\nWhat is it?Intent Driven Audiences is available to businesses on Facebook, and accessed directly through their Facebook advertising accounts.\nIt allows businesses to directly target their Facebook advertisements to specific audiences \u2013 audiences which have been shaped not only by their actions on Facebook, but also by their actions on Google and Google\u2019s partner sites.\nIDA can further expand or segment your audience to include people who download your app, receive your e-newsletter, and\/or view your website.\nIn short, IDA gives you the power to merge what were once separate platform audiences \u2013 your e-mail list subscribers, your Google Adwords campaign clickers, and your mobile app users, for example \u2013 into a single group which you can target on Facebook.\nAnd there\u2019s more. The Intent Driven Audiences tool also highlights and targets \u201clookalike\u201d audiences for you to target, based on its expansive and detailed data from both Facebook and Google.\nPretty powerful stuff.\nWhere did it come from?IDA is an expansion and improvement upon existing tools. At present you can, to an extent, refine your Facebook target audience based on Google search \u2013 but to do so, you have to use an approved third-party vendor through Facebook Exchange (FBX). When you go through one of these third-party vendors, you have little control when it comes to shaping your audience and little input in how and when they are marketed to.\nFurthermore, the Cost per Click (CPC) and Cost per Acquisition (CPA) on these platforms, as compared to IDA, is quite high.\nWhy does it matter?IDA is the answer to a couple questions many digital advertisers have, such as 1) How can I access the same audience across different platforms? and 2) How can I further refine and shape the audience I target on Facebook?\nFor example, let\u2019s say you want to advertise on Facebook to women actively shopping for wedding dresses. Without IDA, you can attempt this in a number of ways \u2013 by simply crafting a Facebook audience based on their user information (selecting an audience with \u201cfemale\u201d and \u201cengaged\u201d Facebook profile information, for example), and\/or by going through FBX to have a third-party company use its data (mined from various vendors and sites) to target the audience for you.\nWith IDA, there\u2019s a lot less guesswork. You can not only employ the two methods above, but also tweak your target Facebook audience to include women who have recently searched for keywords like \u201cwedding dress,\u201d \u201cwhite dress,\u201d and \u201cwedding store\u201d and have clicked a Google advertisement for wedding dresses within the Google network. You can then refine and segment these audiences to create more customized messages as you reach out to them on Facebook.\nSo, a woman who Google searches for \u201cwedding dresses\u201d will see your Google Ad Campaign first; and then, when she checks her Facebook feed a minute later, see another one of your ads show up.\nWhat sort of results can I expect?According to the team at Kenshoo, who conducted a multi-month study, its product is a huge improvement on current digital marketing tools. It claims that Facebook campaigns targeting Intent-Driven Audiences achieved up to 110% higher ROI and 66% lower CPC than their analogous search engine marketing (SEM) campaigns.\nAlthough we have far less data to work with, our short tests have yielded positive results so far. This is particularly true when looking at CPCs and CPAs, which have significantly lowered since we started using IDA.\nWe\u2019re seeing that IDA allows us to minimize \u201cwasted impressions\u201d on users not likely to engage with our clients, and maximize targeting to audiences more likely to convert.\nWhat more could you ask for? Well, we\u2019d like to ask Kenshoo to throw Twitter, Pinterest, and Instagram into the mix, but we\u2019ll save that for a future post\u2026\nWhat do I do now?Get ahead of the game and start reaching out to customized audiences at the intersection of Google and Facebook. Get in touch with us, and to learn how to make it happen.","id":"5b4cbd76f836f97cf165abc4","created":"2018-07-16T15:44:54+0000","modified":"2023-02-08T12:42:57+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"photo":"\/userfiles\/GoogleIntent-1.jpg","pdf":null,"sort":30,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":5417,"lastOpened":"2023-02-08T12:42:57+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Thoughts & Ideas","permalink":"thoughts-ideas","description":null,"id":"5a70d59b0970a73d4b0e4082","created":"2018-01-30T20:29:15+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5ae36c15f836f912c00d5ae4","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]]},"showDate":"2018-07-20T20:39:00+0000","hideDate":null,"tags":null,"title":"ALS Ice Bucket Challenge","permalink":"als-ice-bucket-challenge","subtitle":null,"intro":"Ever wonder how impactful social media can be \u2013 especially when it comes to people actually pulling out their wallets? Using millions of data points, we measured just how much Twitter conversations impacted monetary giving during the ALS Ice Bucket Challenge. We made an interactive graph to show you what happened. To our knowledge, this analysis has yet to be done.","body":"Ever wonder how impactful social media can be \u2013 especially when it comes to people actually pulling out their wallets? Using millions of data points, we measured just how much Twitter conversations impacted monetary giving during the ALS Ice Bucket Challenge. We made an interactive graph to show you what happened. To our knowledge, this analysis has yet to be done.\nWith two weeks\u2019 worth of Twitter data and ALS-provided donation data, we mapped out the rise and fall of both conversations and donations. You\u2019ll see a clear correlation between the two, with a rise in donations occurring about three days after a rise in conversation. Given that the challenge allowed participants up to 48 hours to respond, this trend seems logical. Peak moments during the Ice Bucket Challenge were driven by celebrities like Justin Bieber and Nial Horan of One Direction, who accounted for more than 300,000 retweets combined. Looks like these tween heartthrobs have some charitable superpowers.\n","photo":"\/userfiles\/icebucket_znews_thumb-1.png","id":"5b4cc02cf836f97cf165abc8","created":"2018-07-16T15:56:28+0000","modified":"2023-02-07T02:33:55+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":38,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":3077,"lastOpened":"2023-02-07T02:33:55+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Innovation","permalink":"innovation","description":null,"id":"5b4cbff6f836f975095489de","created":"2018-07-16T15:55:34+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Thoughts & Ideas","permalink":"thoughts-ideas","description":null,"id":"5a70d59b0970a73d4b0e4082","created":"2018-01-30T20:29:15+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5b4cbfe9f836f97cf165abc7","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708e7e0970a7c167160f62","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-07-16T11:05:00+0000","hideDate":null,"tags":null,"title":"Craft Smarter, Better Content with this Undiscovered Tool","permalink":"craft-smarter-better-content-with-undiscovered-tool","subtitle":null,"intro":"We all know that Google Analytics is a powerful tool to view how your brand\u2019s audience interacts within your website. For example, you can easily see where your website visitors click the most, how long they linger on each page, and what content drives their visitation.","body":"We all know that Google Analytics is a powerful tool to view how your brand\u2019s audience interacts within your website. For example, you can easily see where your website visitors click the most, how long they linger on each page, and what content drives their visitation.\nBut what about your audience\u2019s characteristics outside of your website? What are their other interests, hobbies, and passions? And even more importantly, how do these other interests impact their level of interest when it comes to your brand?\nMany marketers might not realize it, but Google Analytics can actually answer these questions, too. With the right back-end coding and a few tweaks to your Google Analytics account settings, you can access Google\u2019s Demographic and Interests report. This report will provide valuable information on your audience\u2019s demographics, interests, and position within the sales funnel \u2013 ultimately allowing you to better communicate with and market to your customers.\nSound interesting? Here are just a few ways that the Demographics and Interests report can help your brand\u2026\nGet an overview of your audience\u2019s demographics and interests. Like its name suggests, the Demographic and Interests report will show you \u2013 you guessed it! \u2013 demographics and interests. You\u2019ll see what percentage of your website visitors fall into certain age groups (note: visitors under 18 years old are not tracked in the report), what the gender breakdown of your audience is, and what interests and hobbies your audience has. A broad overview of these characteristics will likely confirm what you always guessed about your audience; or, it may surprise you!\nUnderstand who your high-value audience is. Whether the goal of your website is to generate income through a sales platform or simply drive traffic to a particular page, the Demographics and Interests report can show you who your most valuable viewers are in relation to this goal.\nIn this Google-provided example, you\u2019ll see that the 25-34 age group makes up the test website\u2019s highest value audience (as indicated by the percentage listed in the e-commerce conversion column on the right). Despite the fact that the 18-24 age group makes up a large part of the website\u2019s traffic volume, this age group actually shows a low tendency to convert.\nOnce you identify the demographic makeup of your brand\u2019s high-value audience, you\u2019ll want to know what that high-value audience is like. With a couple clicks, Google will reveal the interests that are most popular within your high-value audience \u2013 and, of course, identify the likeliness of each interest category to convert in terms of your goal.\nFor example, you\u2019ll see that audience members with the interests outlined in red below have the highest tendency to convert \u2013 such as technophiles, gamers, and shutterbugs. On the other hand, although a high quantity of sports fans visit this test site, you could say that the quality of this interest group is low in terms of conversion.\nTailor your website content to meet your audience\u2019s needs. Here comes the fun part. Armed with valuable information about the characteristics of your website\u2019s audience \u2013 including what their interests are outside of your brand, plus their age and gender \u2013 you can better communicate with them.\nFor example, if you have a male-dominated audience that tends to be interested in science and technology, you might impress them with detailed infographics and in-depth articles. If your audience is younger and full of foodies, you could try offering recipes on your website or partnering with powerful food bloggers.\nStart analyzing across channels. Remember that platforms like Facebook and Twitter offer similar reports that can help you connect with your fans and followers \u2013 who might have slightly different demographics and interests than your website viewers, of course. By sorting and analyzing the characteristics of your viewers across multiple platforms, you can refine the content for each channel accordingly. As a result, you should see higher levels of engagement and conversion.\nIt\u2019s a lot to monitor, but remember that knowledge is power \u2013 especially in today\u2019s digital, big data world. Need a team to collect and crunch your brand\u2019s numbers? We have one.","photo":"\/userfiles\/14ZEH107_ZComm_GAnalytics_1_300x200.jpg","id":"5b4cc286f836f97cf165abcb","created":"2018-07-16T16:06:30+0000","modified":"2023-02-08T16:19:14+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":59,"approved":true,"approveDate":"2018-07-16T16:06:30+0000","openCount":3121,"lastOpened":"2023-02-08T16:19:14+0000","photoOnly":false,"seoTitle":null,"seoDescription":null,"Topic":["object":"name":"Digital","permalink":"digital","description":null,"id":"5b4cbfbcf836f975095489dc","created":"2018-07-16T15:54:36+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Strategy","permalink":"strategy","description":null,"id":"5b4cbfb7f836f975095489db","created":"2018-07-16T15:54:31+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5ae36c15f836f912c00d5ae4","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-07-20T20:39:00+0000","hideDate":null,"tags":null,"title":"Our Top Social Media Tools & Tips","permalink":"our-top-social-media-tools-tips","subtitle":null,"intro":"Over the past two years, we've attended premier digital marketing events, including Nashville\u2019s Social Media Tourism Symposium, Cleveland\u2019s Content Marketing World, and New Orleans\u2019s SkillPath Social Media Marketing Conference. And in the true spirit of social media and content marketing, we want to share what we learned. Read on to discover some of the best and latest tools, tips, and tricks in the social media world.","body":"Over the past two years, we've attended premier digital marketing events, including Nashville\u2019s Social Media Tourism Symposium, Cleveland\u2019s Content Marketing World, and New Orleans\u2019s SkillPath Social Media Marketing Conference. And in the true spirit of social media and content marketing, we want to share what we learned. Read on to discover some of the best and latest tools, tips, and tricks in the social media world.\nResearch is a key element driving many brands\u2019 social media strategies right now. Data on how your audience reacts to your content not only tells you how well past content pieces have performed; it also lets you know what type of future content will likely do well.\n\u201cContent and data should be inextricably linked; creating content without data is creating content in a black hole.\u201d \u2013 Julie Fleischer, Kraft Foods, at Content Marketing World Conference, September 2014\nLooking for in-depth, easy-to-digest social media data? Our top three favorite research tools are:\n\n\nFanpage Karma. Fanpage Karma is a multichannel tool that monitors your (and your competitors\u2019) Facebook, Twitter, and Instagram accounts, among others. We love the valuable insights this tool provides, like peak post times and top performance reports.\n\n\nSocialBro. SocialBro provides detailed Twitter analytics that can help you create share-worthy content and know your audience better. We\u2019re especially fond of SocialBro\u2019s community data, which estimates the worth of your overall audience and highlights specific followers that are considered highly valuable.\n\n\nBuffer. Buffer is an easy-to-use platform for scheduling and analyzing social media posts. Not only does Buffer provide valuable statistics on social media performance, but it also has the capability to integrate with Google Analytics.\n\n\nSharing is a social media component that originally accounted for the success of many social media platforms; and today, it\u2019s no less relevant or important. As social media has expanded over the years, the ways to share through social media have multiplied.\n\u201cThe end result isn\u2019t a video itself. The end result is what people do after they watch the video.\u201d \u2013 Rocky Walls, Candido, at Social Media Tourism Symposium, November 2014\n\n\nResponsive content. Responsive content is in-the-moment, relevant content produced in a way that lets your audience know that you\u2019re present and alert. As the opposite of scheduled, drafted content, responsive content has to be executed quickly and timed perfectly. Oreo\u2019s \u201cYou can still dunk in the dark\u201d tweet from the 2013 Super Bowl power outage is a perfect example of responsive content \u2014 and this brand continues to produce spot-on, on-the-spot content that keeps their audience engaged and wanting more.\n\n\nInstagram takeovers. Instagram takeovers allow brands and individual community influencers to work together for mutual benefit. By allowing an influencer to \u201ctake over\u201d your brand\u2019s Instagram account for a day, you give your audience special access to new, unique content from a recognized leader \u2014 similar to how an exclusive interview would function in a traditional magazine. At the same time, your takeover influencer benefits by having him\/herself exposed to a new audience.\n\n\nInfographics. Infographics are an increasingly popular type of content in almost every industry. These easy-to-digest, highly visual content pieces are an easy way to convey technical information; plus, their visual nature is perfect for sharing on image-focused platforms like Pinterest and Instagram.\n\n\nAdaptive content is one way brands can keep up with the ever-increasing amount of social media platforms. Adaptive content can be repurposed, re-sized, and reused across multiple channels, boosting overall exposure and engagement. For example, a blog post sprinkled with perfect 100-character phrases designed for tweeting \u201cadapts\u201d to both your website and Twitter; including pin-able images in the same post can make the post adaptable for Pinterest, too. With an adaptive content strategy, you can get the \u201cbang for your buck\u201d in the fast-paced world of social media.\n\u201cThe distribution of content is as important as content itself\u201d - Ahava Leibtag, AHA Media Group, at Content Marketing World, September 2014\u00a0\n\n\nUse a multi-channel posting platform. Products like Buffer and Hootsuite provide simple ways to publish a single of piece content across different social media channels with one click. Of course, it\u2019s best to customize the content piece to fit each platform specifically, but if you\u2019re looking for a quick way to reach all of your followers at once, these tools make it easy.\n\n\nMake the most of your \u201cB roll.\u201d To get the most out of your content, re-use and repurpose existing and unused copy and images. For example, if you produced a short YouTube video, look at the B roll to see if any unused shots would make great content for other social channels.\n\n\nCreate \u201cevergreen\u201d content. Although your social channels should have plenty of in-the-moment, highly responsive content, they should also have a foundation of \u201cevergreen\u201d content that\u2019s relevant, on-brand, and able to be shared at all times. Evergreen content is not seasonal or event-driven; it\u2019s content that\u2019s relevant to your audience at any point in time. Evergreen content is great to have on hand during slow times, and also serves as perfect material to re-post across platforms as necessary.\n\n\nStrengthen your 2015 social media strategy by following one (or all!) of the tips and trends above. Need help? Call or e-mail us today to learn more.","photo":"\/userfiles\/SocialTips_1_300x200.jpg","id":"5b4cc35df836f975095489e5","created":"2018-07-16T16:10:05+0000","modified":"2023-02-08T18:34:34+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":25,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":3164,"lastOpened":"2023-02-08T18:34:34+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5b4cc2bff836f975095489e2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e570970a719976ba382","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e7e0970a7c167160f62","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-07-21T01:39:00+0000","hideDate":null,"tags":null,"title":"Facebook: You Get What You Pay For","permalink":"facebook-you-get-what-you-pay-for","subtitle":null,"intro":"We\u2019re guessing that you checked your Facebook News Feed today \u2014 and probably did yesterday. And the day before that. If advertisers want to grab an audience\u2019s attention, they know to head to the Feed \u2013 where people are sharing, spreading, and consuming content frequently and willingly.","body":"We\u2019re guessing that you checked your Facebook News Feed today \u2014 and probably did yesterday. And the day before that. If advertisers want to grab an audience\u2019s attention, they know to head to the Feed \u2013 where people are sharing, spreading, and consuming content frequently and willingly.\nThe catch? Although advertisers used to make their way into the Feed for free \u2014 resulting in a large \u201corganic reach\u201d \u2014 that\u2019s become nearly impossible over the past two years. And it\u2019s become especially difficult since Facebook made additional changes to its display policy in November 2014.\nIn its latest \u201cpay to play\u201d model, Facebook demands that brands pay for promoted placement in the Feed \u2014 making organic reach a thing of the past. One recent study estimated that non-paid brand posts reached only 2-6% of potential viewers, making them basically invisible.\nFurthermore, the social media network has recently warned that posts which appear \u201coverly promotional\u201d will not receive placement within the Feed at all, even if they\u2019re paid for.\nWe know: \u201cPay to play\u201d sounds like a pretty bleak landscape to operate in as a brand. But, we\u2019re actually here to show you the bright side.\nFirst, we should point out that even though advertising through Facebook posts isn\u2019t free anymore, it\u2019s still relatively affordable. Compared with the costs of ad placement in mass media vehicles like TV and print, Facebook\u2019s promoted posts come at a low cost.\nPlus, Facebook\u2019s pay to play model brings the huge benefit of refined targeting methods. By paying for promoted posts and ads on Facebook, brands are allowed to target audiences with specific interests and demographics. Thus, paid and promoted content favors quality of viewers over quantity, which is generally considered the most effective strategy when it comes to digital advertising.\nAt Zehnder, we\u2019ve found that high-quality posts relevant to our clients\u2019 audiences are more than worth paying for. By paying for the promotion of quality content, you\u2019re ensuring that a post receives the visibility it deserves and that it reaches the most relevant audience. This results in maximum impact at little cost.\nBut remember: if a post doesn\u2019t resonate with your audience, then there\u2019s no amount of money you can pay to make it a worthwhile investment. This was true when Facebook first rolled out its original pay to play model two years ago, and is especially true given the company\u2019s recent stance against overly promotional content. It\u2019s critical that brands create posts that are engaging, inviting, and original \u2014 and then invest in promoting these posts to the right audience.\nFacebook\u2019s pay to play model doesn\u2019t seem likely to fade out anytime soon; in fact, it\u2019s probably an indication of a changing landscape in the entire social media industry. And although we advertisers are sad to see the days of organic reach fade away, we can\u2019t help but see the positive change that\u2019s come out of Facebook\u2019s new model: brands are finally producing content that is both 1) high in quality and 2) actually worth paying for.\nWe\u2019ve got a creative team ready to produce engaging Facebook posts for your brand, and media experts who can promote it strategically. Is your company ready to enter the Feed? Let\u2019s talk.","id":"5b4cc3e4f836f97c936ca628","created":"2018-07-16T16:12:20+0000","modified":"2023-02-08T18:34:34+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"photo":"\/userfiles\/MayZcomm_Pay2Play_Coin_300x200.jpg","pdf":null,"sort":36,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":3024,"lastOpened":"2023-02-08T18:34:34+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Media","permalink":"media","description":null,"id":"5b4cbfabf836f975095489d8","created":"2018-07-16T15:54:19+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5b4cbf5af836f97c936ca626","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e570970a719976ba382","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e7e0970a7c167160f62","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-07-20T20:39:00+0000","hideDate":null,"tags":null,"title":"R.I.P. Adobe Flash. Here\u2019s What it Means for Your Brand.","permalink":"rip-adobe-flash-heres-what-means-your-brand","subtitle":null,"intro":"The world of online banner ads is experiencing a rebirth \u2014 or rather, a redesign. As popular web browsers and networks like Google, Mozilla, and Facebook put a ban on Flash, advertisers are moving away from this decades-old animation software and toward HTML5 (a technical markup language) instead.","body":"The world of online banner ads is experiencing a rebirth \u2014 or rather, a redesign. As popular web browsers and networks like Google, Mozilla, and Facebook put a ban on Flash, advertisers are moving away from this decades-old animation software and toward HTML5 (a technical markup language) instead.\nIt\u2019s a high-tech transition that will have a direct impact on the success of your brand\u2019s digital ads. Learn why.\nWhy are browsers blocking Flash content?In short, Flash is no longer a secure technology for users. In June, Adobe identified more than 35 different vulnerabilities in the technology, three of which were extremely dangerous. Although Adobe and Google have taken steps to secure Flash over the past decade, the technology continues to fall victim to cyber attacks. As of July, Google and others have blocked Flash ad content to help protect their users (note that Apple said goodbye to Flash when it released the first iPhone in 2007).\nThis moment in digital history is a bittersweet one for sure. Interactive Creative Director Rob Hudak (who, ironically, once held the title Director of Flash Development) points out that Flash was a revolutionary resource in the 90s and early 2000s. \u201cIn its time, Flash was an amazing tool. It pushed the boundaries of what could be done on the web. Like many designers, I appreciate Flash for the things it\u2019s done for me and for the Internet as a whole. Whether or not we actually use Flash in the future, I\u2019m sure that its influence will live on forever,\u201c he says.\nMy brand is using Flash banner ads. What will happen to them?Depending on your target audience, there\u2019s a very likely chance that your dynamic digital ads will now appear as static images (or, even worse, not appear at all). This is especially true for Flash content on mobile devices. In a recent study, 98.6% of Flash impressions on mobile devices defaulted to a static image. In comparison, just 8.3% of HTML5 ads defaulted.\nI want to get the most value out of my digital ads. Since Flash is fading as a useful option, what should I do now?Although we\u2019re sad to see Flash fade out, it\u2019s an exciting time to try new technologies. Zehnder is taking steps to produce the majority of dynamic digital ads for our clients with HTML5 instead of Flash. By doing so, we\u2019re ensuring that our clients\u2019 digital ads remain secure and reach the largest amount of people possible.\nDoes HTML5 produce the same results as Flash in terms of quality?Yes. Visually, the two produce content that is identical to the viewer. On the back end, you should note that HTML5 integrates more easily with Google Analytics \u2014 allowing you access to more in-depth data on ad performance.\nWhat are the pros and cons of using HTML5 over Flash?The most obvious advantage of designing digital ads with HTML5 is the guarantee that your ads will actually be displayed across browsers and devices. Additionally, you\u2019ll know that your ads will be more secure for users and continue to be technologically relevant in the near future. Lastly, because HTML5 is a text-based language, you can easily tweak and update your digital ads in real-time (Flash ads are difficult to update due to security issues).\nThe (short-term) downside of using HTML5: it might require a little more time to develop each ad. HTML5 was officially released less than a year ago, so the industry is in the early stages of creating HTML5 support tools and resources. But if there\u2019s any community that\u2019s quick to embrace change, it\u2019s the digital one \u2014 so you can bet that the industry will adapt quickly.\nSo, what should I do?When it comes to digital ads, the future of Flash is pretty much over. It\u2019s time to get your brand on board and start using HTML5 before it\u2019s too late. Contact us to learn more about how this transition can maximize your digital ad campaign performance.","photo":"\/userfiles\/AugustZcomm_grave_300x200.jpg","id":"5b4cc559f836f975095489e9","created":"2018-07-16T16:18:33+0000","modified":"2023-02-08T05:43:04+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":46,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":3942,"lastOpened":"2023-02-08T05:43:04+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Digital","permalink":"digital","description":null,"id":"5b4cbfbcf836f975095489dc","created":"2018-07-16T15:54:36+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Innovation","permalink":"innovation","description":null,"id":"5b4cbff6f836f975095489de","created":"2018-07-16T15:55:34+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Marketing","permalink":"marketing","description":null,"id":"5a70d5a30970a73e290e7ad2","created":"2018-01-30T20:29:23+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5b4cbfe9f836f97cf165abc7","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e570970a719976ba382","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e7e0970a7c167160f62","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-07-16T16:21:00+0000","hideDate":null,"tags":null,"title":"Brace Your Brand for the 10,000-Character Tweet","permalink":"brace-your-brand-for-10-000-character-tweet","subtitle":null,"intro":"You might have heard rumors that Twitter is about to expand beyond its signature 140-character limit \u2014 some predict the platform may allow as many as 10,000 characters within the next few months.","body":"\nYou might have heard rumors that Twitter is about to expand beyond its signature 140-character limit \u2014 some predict the platform may allow as many as 10,000 characters within the next few months.\n\nThough we can\u2019t predict the (very likely) future, we can prepare you for it. Keep reading to learn more about this social media shift and learn what you can do to brace your brand for the long-form Tweet.\nSome background:\nThere are a number of business-related hypotheses on why this change appears to be on the horizon, most of which predict that Twitter is trying to gain ground against other social media platforms as its growth slows.\nThere are very practical explanations for the anticipated change, too. As CEO Jack Dorsey\u2019s symbolic Tweet explains, Twitter\u2019s 140-character limit simply doesn\u2019t seem to \u201cfit\u201d the platform anymore. The 140-character limit has resulted in a couple of problems: 1) users are working around the limit by tweeting photos of long-form text and 2) the text in these photos are not searchable by search engines. With the ability to post long-form Tweets, both of these issues can be resolved.\nWhat the 10,000-character Tweet means for brands:\nNow that you know what might happen to Twitter and why, do you have a game plan in place for your business? We\u2019ve outlined some do's and don'ts to help prepare your brand for the world of the long-form Tweet.\nLong-form Tweet: Marketing Do's\n1. Do: keep it short. Even though Twitter may expand beyond 140 characters, that doesn\u2019t mean that its core purpose as real-time messaging platform will change. Considering that a Tweet\u2019s average lifespan is less than 20 minutes, we wouldn\u2019t recommend that you fill it with words and explanations that would live a lot longer on other platforms (such as your website or within a LinkedIn post).\n2.\u00a0Do: display your brand to its fullest. Having extra space doesn\u2019t mean you should list hundreds of hashtags; however, it does mean that you\u2019ll (finally!) have room to include all of the branding elements you want within a single Tweet. Instead of having to choose between a photo or a hashtag, you\u2019ll be able to include both. Use this new freedom wisely.\n3. Do: engage in deeper conversation. The 140-character limit can feel especially limiting for marketers in highly regulated, technical industries like healthcare and finance. We often find that clients in these industries struggle to fit their conversation within current Tweet boundaries. An expanded character count could allow for deeper conversations to take place on Twitter \u2014 ultimately leading to increased engagement.\n4. Do: know when to take it offline. At the same time, it\u2019s crucial that marketers know when those deeper conversations need to be taken offline. Establish guidelines about what your social media team should and shouldn\u2019t talk about on Twitter before your brand takes a conversation a step too far.\n5. Do: broaden your audience. Longer Tweets allow for more content, which can lead to more followers and increased exposure for your brand. As Jack Dorsey reminded us, Tweets are searchable \u2014 and with more characters to play with, you\u2019ll be able to embed Tweets with the right keywords and hashtags to attract new followers.\nLong-form Tweet: Marketing Don'ts\n1. Don't: neglect your website. Although an expanded Tweet will certainly make Twitter a more robust platform, it won\u2019t make it the only platform for your content. Beware of \u201cdigital sharecropping\u201d and continue to use Twitter as one of many tools to drive traffic to your own company website.\n2. Don't: bury the details. We know that Twitter is testing a long-form Tweet platform, but we don\u2019t know what format the expanded Tweet will take if it\u2019s implemented. If we had to guess, Twitter might follow suit behind other platforms like Pinterest and LinkedIn: A \u201cteaser\u201d format where users are only given a short snippet of text before needing to click to expand the rest. With this in mind, it\u2019s important that you put your best and most important content at the top of each Tweet.\n3. Don't: post images of text. Posting images of long-form text, rather than publishing the text somewhere else (like a blog or website), is a bad practice to employ today on Twitter. If Twitter rolls out a long-form Tweet, this trend will become an even bigger no-no.\n4. Don't: change your brand voice. In the end, the anticipated change to the 140-character Tweet is simply a change in terms of space, not If you\u2019re suddenly granted 140+ characters to work with in the next few months, don\u2019t awkwardly alter your brand voice just to fit the new dimensions.\n5. Don't: hate on Twitter. If you\u2019ve worked in social media for six months or six years, there\u2019s one thing you certainly know: Things change fast. If Twitter expands its character count, there won\u2019t be time to backtrack \u2014 because each moment you spend looking back is a moment you\u2019re literally missing out on in the future. Prepare yourself now for the change, and have your first 141-character Tweet ready for when the moment comes. In doing so, you\u2019ll be able to stay ahead of the ever-changing conversation on Twitter.","photo":"\/userfiles\/zcomm_Twitter140-04.png","id":"5b4cc643f836f97c936ca62d","created":"2018-07-16T16:22:27+0000","modified":"2023-02-08T11:24:53+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":58,"approved":true,"approveDate":"2018-07-16T16:22:27+0000","openCount":2949,"lastOpened":"2023-02-08T11:24:53+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5e276201a5dfb75eda5736d7","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e570970a719976ba382","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e7e0970a7c167160f62","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2016-02-25T16:06:00+0000","hideDate":null,"tags":null,"title":"4 Ways Facebook Reactions Change the Marketing Landscape \u2014 and 1 Way They Don't","permalink":"facebook-reactions-changes-for-brands-marketers","subtitle":null,"intro":"Learn how Facebook Reactions will (and won\u2019t) change the marketing landscape","body":"\n\n\n\nHave you heard about Facebook's new \"Reactions\" feature? Does it fill you with love, laughter, anger, shock, or sadness? If you identify with any one of those emotions, Facebook wants to know \u2014 and the social media giant has now made it possible for you to share those feelings\u00a0with the single click of a button.\n\n \nAs of this week, users can now\u00a0choose to respond to any piece of content with \"Like,\" \"Love,\" \"Haha,\" \"Wow,\" \"Sad,\" or \"Angry.\"\u00a0Not only does this new feature mean that you (as a consumer) will finally be able to clearly express your frustration with your friend's tenth cat video of the day; it also means that you (as a marketer) will be able to clearly see some changes in the way your brand engages with its Facebook followers. Learn how Facebook Reactions will (and won\u2019t) change the marketing landscape below.\n\u00a0\n\n\u00a0\n4 Ways\u00a0Reactions Change the Marketing Landscape\nThey\u00a0will (mostly) increase engagement.\u00a0From a big-picture perspective, Reactions are a positive thing for brands seeking to boost engagement on their Facebook page. Not only do Reactions provide users with the option to do more than simply \"Like\" a piece of content; they also encourage users to pause and consider their true\u00a0feelings toward a piece of content. In a world where Facebook \"Likes\" are sometimes considered cheap vanity metrics\u00a0by skeptics, Reactions are a positive step toward more authentic engagement.\u00a0\nThey\u00a0will present a new monitoring challenge.\u00a0Although Reactions may boost authenticity, they may simultaneously increase confusion among marketers. The Facebook Page Insights dashboard, i.e. the hub of performance analytics for a brand's Facebook Page, is currently not configured to monitor Reactions at present,\u00a0making Page performance analysis difficult. And even if Facebook does roll out Reactions tracking within the Insights dashboard (which we assume they will), marketers will still be left wondering\u00a0how to make sense of all of these emotional data points. What does a \"Love\" mean in comparison to a \"Like,\" and is it the copy, image, or brand in general that makes users \"Angry\" about a post? Reactions will add a whole new\u00a0level of complexity to social media analytics, and brands will need to invest in consistent research efforts to properly interpret them.\u00a0\nThey\u00a0will enrich\u00a0brand personas.\u00a0Reactions bring brands and their followers one step closer by allowing a faster, clearer exchange of emotions \u2014 which could suggest that users will increasingly acknowledge the \"personality\" of brands as they respond and react to branded content. In this way, Reactions serve as an incentive for marketers to define and commit to their\u00a0brand personas. If your brand isn't consistent in\u00a0its tone, voice, and\u00a0messages shared over Facebook, you'll receive\u00a0literally mixed emotions in return.\nThey will further establish Facebook as a major marketing platform.\u00a0According to the latest research, 72% of Americans with Internet access use Facebook, and 70% of those users access Facebook daily. In addition to boasting the largest user base among all social media platforms, Facebook continues to advance beyond Twitter, Pinterest, and others\u00a0with its highly targeted advertising options, the introduction of Instant Articles, and its top-rated mobile app.\u00a0Facebook Reactions take this social media platform yet another step ahead in terms of user engagement and sophistication, making Facebook an essential platform for marketers in any industry.\n1 Way Reactions Don't Change the Marketing Landscape:\nThey\u00a0won't change marketers' ultimate goal.\u00a0There's one thing that Reactions won't \u2014 or rather, shouldn't \u2014 alter for marketers, and that thing is the end goal of brands'\u00a0content strategies. Despite the enhanced engagement and analytics that these new buttons offer, brands shouldn't overreact\u00a0to Reactions and shift their marketing objectives. Although it could\u00a0be tempting to produce content strictly to accrue\u00a0\"Loves\" and \"Wows,\" brands should continue to produce content that aims to convert \u2014\u00a0by increasing users' brand sentiment and ultimately leading them to\u00a0purchase your goods or services.\u00a0Because to marketers, that's what real \"Love\" looks like.\u00a0","photo":"\/userfiles\/blog\/Facebook_Reactions_For_Marketers_ZehnderCommunications_1.jpg","id":"5b4cc6c5f836f975095489eb","created":"2016-02-24T16:36:00+0000","modified":"2023-02-08T11:58:15+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":88,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":2933,"lastOpened":"2023-02-08T11:58:15+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5b4cc2cef836f975095489e3","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e570970a719976ba382","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e7e0970a7c167160f62","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2017-11-10T13:41:00+0000","hideDate":null,"tags":null,"title":"Liquor Industry Marketing Strategy: Mix Up the Perfect Marketing Cocktail for Your Brand","permalink":"liquor-industry-marketing-strategy-mix-up-the-perfect-marketing-cocktail-for-your-brand","subtitle":null,"intro":"Liquor Industry Marketing Strategy: Mix Up the Perfect Marketing Cocktail for Your Brand","body":"A good cocktail starts with quality ingredients -- and advertisers in the spirits and liquor industry know that the same rule applies when it comes to marketing. In our 10+ years as an agency working in the alcohol industry, we've learned that there are three basic ingredients required to create a successful marketing campaign. When combined in just the right ratios, these marketing efforts can boost sales on an enormous scale \u2014 as we saw for ourselves when we helped take a cinnamon whisky brand\u2019s sales numbers from $1.9 million to $131 million in only three years. Keep reading to learn how we did it, and what steps your liquor brand can take to achieve similar success.\n\n\u00a0\n\n\u00a0\nWe\u2019ve learned that the best campaigns are crafted before the creative process even begins. Research builds the base of a solid brand strategy and informs every marketing decision you make along the way. We\u2019re so passionate about this issue that we\u2019ve built our own in-house R&A department \u2014 and we\u2019ve heard from clients that it\u2019s made all the difference when deciding on concepts and measuring ROI.\nTo kick off research efforts, begin by looking at the industry as a whole to see where your brand stands. Who are your biggest competitors? What industry trends and seasonal activities will impact sales? What other marketing strategies are working \u2014 or not working \u2014 for similar companies? By taking a step back to see your industry as a whole, you\u2019ll be able to identify spots where your product can succeed. Resources like the 4A\u2019s, Mintel, Sysomos, and Cubeyou, for example, allow you to access industry insights and uncover details on buying behavior, media consumption, demographic data, and brand sentiment.\nDeveloping key performance indicators (KPIs) is crucial to measuring success. Identify quantifiable metrics that represent steps toward achieving your goals \u2014 such as total sales, number of social media followers, amount of media mentions, or market share percentage \u2014 and collect baseline data so that you can accurately measure progress once the campaign kicks off.\nOnce you\u2019ve solidified where you are (by conducting industry research), where you\u2019ve been (by collecting baseline information), and where you\u2019re going (by setting goals and KPIs), you can begin the important process of developing personas. Personas help you craft a clear image of your target audience.\nFor example, Zehnder helped launch a cinnamon whisky brand targeted to consumers eager to sample something new. Given the whisky\u2019s fiery hot flavor and cinnamon kick, we crafted a message that was bold and daring \u2014 perfect for the brand\u2019s target audience of males ages 21-30. Building off the \u201ctastes like heaven, burns like hell\u201d tagline, we encouraged consumers to embrace the product\u2019s fiery, cinnamon flavor and take a shot. Every social media post, video, illustration, and printed piece reinforced a \u201cbadass\u201d message that was targeted to our detailed persona \u2014 a young male who liked to take shots with his friends. How did we know we got the marketing message right? We carefully tracked the brand\u2019s online performance and spoke with informants like bartenders and liquor shop owners to see how consumers responded. Once we knew we were on the right track, we continually refined our marketing efforts to appease the persona we got to know more and more as the campaign continued.\nPersona development can be as simple as a brainstorming session among key team members or as rigorous as a multi-level assessment from research and analytics staff. Each persona should include, at minimum, basic desires and demographic information. At Zehnder, our R&A department relies on advanced degrees in psychology, analytics, and statistics, as well as tools like SurveyGizmo, Hubspot, and Smart Insights to develop in-depth personas that we refine based on client feedback. We also speak with informants like bartenders and sales team members to learn more about who is (and isn\u2019t) buying the product.\n\u00a0\n\n\u00a0\nThe liquor industry is highly competitive, with three brands accounting for 40% of worldwide market share. Beer companies are particularly challenged to stand out to consumers today, as wine and spirits grow in popularity and the boom of craft beers increase the number of drinks consumers have to choose from. In order to stand out, alcohol brands today have to think \u2014 and act \u2014 differently. And we\u2019ve found that standing out often means stepping into bars and meeting consumers face to face. Even in the digital age, nothing compares to personal interaction; one recent study found that face-to-face interactions were 34 times more successful at generating action than email requests.\nGet your brand on the ground by sending a team of brand ambassadors to the most popular and relevant bars in your target markets. These spokespeople will establish relationships with bartenders, buy drinks for bar goers, and introduce consumers to your product in new and exciting ways. Watch your sales and brand awareness levels increase as these in-person efforts pay off.\nBrand ambassador efforts were a major component of our campaign for the cinnamon whisky brand listed above. Zehnder began grassroots marketing efforts for the brand on a small, targeted scale by deploying a handful of staff members to key bars in target markets. On the ground, our ambassadors \u201cactivated\u201d the product by buying shots for consumers, befriending bartenders, and connecting with local influencers over social media. The funny thing? These leading marketers didn\u2019t look like marketers at all. Dressed in plain clothes, void of promotional products, and standing in line like any other bargoer, you\u2019d never guess they were out to promote a product. This authentic, down-to-earth approach was the perfect way to go about building trust with our target audience. In just a few short years, our brand ambassador team grew to include nearly 25 members spread across more than 20 states.\n\u00a0\n\n\u00a0\nGiven that alcohol consumption levels peak among consumers ages 25-30, and that 88% of adults ages 18-29 use Facebook \u2014 it's crucial that liquor brands put digital efforts at the top of their marketing lists. A mobile-friendly website and active social media channels are must-haves. Keep users engaged with your product through fresh blog content, email blasts, social media giveaways, and influencer campaigns. Users today consume media across dozens of digital channels. Make sure your brand is on the most important ones, and delivering a message that\u2019s fit for its platform.\nWe\u2019ve seen firsthand how digital marketing can make a huge difference for liquor brands, especially in our marketing efforts for the cinnamon whisky brand mentioned above. Starting with social media, we slowly built a league of fans who didn\u2019t just follow along \u2014 they liked, shared, and commented back. Our social media team developed content that was provocative and sparked conversation \u2014 boosting our posts to the top of people\u2019s feeds and encouraging users to take action. In only four years, we helped the brand gain nearly 900,000 likes on Facebook, 88,000+ followers on Twitter, and 53,000+ followers on Instagram \u2014 an 85,000% growth rate. We also built a mobile-friendly, dynamic website with recipes and fresh content for users to enjoy. Regular email blasts, paid digital media, and search engine optimization efforts boosted online traffic and expanded our reach. As our digital campaign gained momentum, we took advantage of our active audience creating a branded mobile app. The app connected friends through a game that mixed components of truth or dare, never have I ever, and kings. The digital experience allowed consumers to engage with their favorite whisky brand in a whole new way and had more than 7,000 downloads by the end of 2016.\n\u00a0\n\n\u00a0\nMixing it all together.\u00a0Once you have the three parts of your marketing mix ready, see how they all work together to create something powerful. With bar goers and bartenders on your side, an impressive online presence, and insights to help you stay strategic, you'll be well placed to successfully promote your product. Need some help refining your recipe? Get in touch and we'll be happy to serve you.\u00a0Contact Client Development Manager Laura Gould at 504-962-3704 or lgould@z-comm.com for more information.","photo":"\/userfiles\/blog\/17ZBIZ056_LiquorCaseStudy_FNL_4.png","id":"5b4ccb38f836f97c936ca635","created":"2017-11-10T09:29:00+0000","modified":"2023-02-08T13:29:15+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":74,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":15723,"lastOpened":"2023-02-08T13:29:15+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Activation","permalink":"activation","description":null,"id":"5b4cbfc1f836f975095489dd","created":"2018-07-16T15:54:41+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Analytics","permalink":"analytics","description":null,"id":"5b4cc165f836f97cf165abc9","created":"2018-07-16T16:01:41+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Strategy","permalink":"strategy","description":null,"id":"5b4cbfb7f836f975095489db","created":"2018-07-16T15:54:31+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5b4cc9f7f836f97c936ca631","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-02-05T12:52:00+0000","hideDate":null,"tags":null,"title":"Top Trends We Learned at CES","permalink":"top-trends-we-learned-at-ces","subtitle":null,"intro":"Top Trends We Learned at CES","body":"CES, or the Consumer Electronics Show, is a barometer for tech's future. Each year, the frontrunners of new technology gather to show off what's coming next, and each year, it's like getting a peek into a crystal ball.\nAs you might imagine, these trends are impactful for many of our clients, so we sent Social Media Manager Allison Stiel out to report back, and here's what she saw.\n\nA.I. \u2013 Artificial Intelligence\nOne of the biggest topics today is artificial intelligence, specifically machine learning. Everyone and their grandma has a virtual assistant (no, seriously), and the push to automate tasks for convenience has never been stronger. Amazon and Google are leading the pack but expect competitors to spring up in such a broad field.\nAs virtual assistants grow in sophistication and usefulness, look to see them involved practically everywhere, from your calendar to your refrigerator. The Internet of Things is still generally expensive and not integrated, but as time goes on, your virtual assistant will likely be communicating with all of your devices to make them smarter and more efficient.\n\u00a0\n\n5G\n5G is also a huge topic of conversation. Often described as a \"cloud of connectivity,\" 5G is the next wave of wireless network technology, which is expected to fuel the increasing prevalence of the Internet of Things, as well as smart cities and cars.\nIt's anticipated that 5G will be up to 5 times faster than the current standard, 4G, and the largest benefit to that might come in the form of increased reliability for the average consumer. Additionally, it's possible that we'll be rid of the dreaded wires tethering cable to our routers once and for all, going entirely wireless.\n\u00a0\nHealthcare\nAnother prime topic this year was health technology. Aging Baby Boomers have driven a lot of investment into the field, and tech companies see the opportunity to capitalize on an obsession with optimizing what we eat, how we sleep, and of course, how we work out.\nOne of the strongest platforms for health tech is wearables. What began with the craze for counting steps or heartrate has expanded to improving sleep, measuring skin health, and mouth guards for athletes that detect concussions.\nIntegration\nThe common thread running through all of these topics is interconnectedness. The largest theme at CES, and likely the focus of tech for the foreseeable future, is making life more efficient by connecting everything important together.\nThe ability to control devices and appliances remotely, or leave control up to the device itself, appears to be the future of tech, and while a lot of what's shown at CES is not quite ready for market yet, it's coming. 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