Mobile Ads Could Make or Break the Yahoo-Tumblr Marriage

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Yahoo chief Marissa Mayer's $1 billion bet on Tumblr is undergoing a fresh wave of scrutiny thanks to a disgruntled investor as well as persistent questions from marketers. And later today when she discloses Yahoo's third-quarter earnings, Mayer is expected to unveil a fresh plan of attack for her company. It will be intriguing to see where Tumblr falls into the mix, as there are signs that the union may ultimately yield promising new mobile opportunities.

Last week in London, the tech duo pitched two cross-device, data-driven ad products that show potential. Earlier this month, 50 ad agencies convened at Yahoo's private annual summit on the Rhode Island coast, where Tumblr's smartphone-savvy millennial audience demo was pitched to marketers.

“We believe that every one of those agencies represented will bring one new brand onto the platform in the next three or four months,” said Lee Brown, Tumblr’s global head of sales.

According to comScore, Tumblr's mobile viewers were up 45 percent year over year in September. New York-based Tumblr's numbers state that 65 percent of its 400 million global monthly users employ its mobile app. And with mobile ad sales exploding for Facebook and Twitter, Tumblr's millennial prowess looms like an untapped beer keg for youth-minded brands. Give Tumblr credit: It’s not leaning on often dreadful display ads to create cash flow, instead focusing on a handful of native-styled products.

Starbucks reported positive early results for its trending blog promos on the social platform’s phone app, while Taco Bell and American Eagle are repeat customers. Ads appear alongside text blogs, video, GIFs and other multimedia. “It is very lightweight and has built-in virality,” said Ned Brody, Yahoo’s head of the Americas. “And that’s really what a modern platform should have.”

While agencies are intrigued by Tumblr’s engagement with millennials, serious concerns remain. Sean Kegelman, evp of audience and strategy at VivaKi, said, “With Tumblr’s distinct environment, you’re not going to see a tremendous amount of paid advertising on it because brands need a lot of [complementary] content to make it work.”

Amy Peterman, 360i’s director of paid social, remarked that Tumblr’s ads are compelling, but added it hasn’t “done a great job of educating the marketplace thus far about what’s possible and how to use the platform.”

Dan Lubetsky, performance analytics lead at SapientNitro, agreed, asking, “What does a trending ad in Tumblr actually generate?”

Indeed, offering meaningful data will be central to whether Tumblr makes good on Yahoo’s expensive leap of faith. And so will selling ads to brands that take aim at Gen Y consumers who are glued to their handhelds.

“We are at a great inflection point,” said Tumblr’s Brown. “Mobile is a big opportunity.”

As the last installment of a three-part series on Tumblr, tomorrow we'll look into how major brands such as Gatorade, BMW and MasterCard are employing the platform's advertising and marketing products.

October 21st 2014 Facebook, Mobile, Technology, yahoo

TLC’s Cake Boss To Host Interactive Live-Streamed Holiday Cooking Show

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The cable network turns online to boost brand awareness and loyalty as prime baking season arrives.

The post TLC’s Cake Boss To Host Interactive Live-Streamed Holiday Cooking Show appeared first on Marketing Land.

Please visit Marketing Land for the full article.

October 21st 2014 Facebook, video

Here’s Why Facebook Never Created a ‘Dislike’ Button

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As anyone who's posted something ostensibly insightful on Reddit knows, watching your comment get downvoted into a negative abyss can leave you feeling stung and downright pissed off.

That's exactly the kind of experience Facebook wanted to avoid when it actively decided not to create a "Dislike" button alongside the iconic thumbs-up Like button that debuted in early 2009.

In an interview with the creator of the Like button, former Facebook CTO Bret Taylor (who these days runs mobile app Quip), TechRadar reports that a Dislike button was often discussed but consistently scrapped because "the negativity of that button has a lot of unfortunate consequences."

While the Like button was born largely to unclutter feeds riddled with positive one-word comments like "wow" and "cool," Taylor says, Facebook felt that it was actually better to corner the more negative users into leaving a comment explaining their opinions.

"I have the feeling that if there were to be a 'Dislike' button is that you would end up with these really negative social aspects to it," Taylor says. "If you want to dislike something, you should probably write a comment, because there's probably a word for what you want to say."

October 21st 2014 Facebook, Social Media, Technology

16 Months After Acquisition, Yahoo Hasn’t Made Tumblr Uncool

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There's a large portrait of wild horses in the elevator lobby at 35 East 21st St., Tumblr's home in New York. And 16 months after Yahoo CEO Marissa Mayer frankly promised "not to screw it up," the photo seems emblematic of the freedom that is still afforded to Tumblr's leaders.

Walking through Tumblr's four and a half floors of offices, filled with engineers, sales staff, community management teams and others, there's no sign of Yahoo, figuratively or literally. There's not a Yahoo-staffed office or even desk in the building. Yeah, $1.1 billion doesn't even get you a purple paper tray adorned with a "Y!" logo in this joint.

True to her word, Mayer has let this place alone.

"It's a very healthy working relationship where we are still able to maintain our independence but also have a lot of great access to the technology and financial resources they have to help us grow our business faster," said Lee Brown, Tumblr's global head of brand partnerships. "It has become more familiar, more comfortable. When you first come into a family, you don't know how you are going to work together."

Tumblr has has grown from 300 million to 400 million monthly visitors, according to the company's internal numbers, and has nearly doubled its number of user-generated blogs since the acquisition. The kind of growth is vital, especially now, when an investor with a significant stake in Yahoo has painted Tumblr with less-than-flattering colors. Whether or not the spendy purchase pans out, it can be argued that this was always a long-term strategy for Mayer—getting an aging Yahoo a foot in the door with millennials and the younger generation.

"Marissa wanted to let Tumblr develop along its predetermined path, and Yahoo wanted to play an enablement role," said Ned Brody, head of the Americas at Yahoo. "Which was to leverage our sales contacts and distribution platform, but not change what Tumblr is—what it is to creators."

For all the talk about the importance of maintaining a rich community of arty, self-styled bloggers, the acquisition was still a business deal. And to that end, Yahoo has helped Tumblr behind the scenes, developing native-styled ad products and introducing the platform to numerous Madison Avenue heavyweights. And the strategy may very well be working. Gatorade, BMW, Mini Cooper, Degree and MasterCard are some of the brands that have become ad-buying Tumblr customers in recent weeks.

"Our view has been to make the introductions and to work collaboratively with Tumblr to ensure that possible opportunities exist for our advertising partners," Brody said.

Can Tumblr Become Yahoo's Most-Important Platform?

The collaboration has allowed Tumblr to increase its staff from 173 to 283, including an engineering team that is now 100 people strong. "On the product side, we have to make sure we are on the bleeding edge," Brown stated.

Indeed, as Mayer emphasized at Advertising Week earlier this month, the Tumblr-like digital magazines her team launched at the beginning of 2014 showcase how the acquisition might help the company across properties, and perhaps turn around Yahoo's lagging advertising sales. The digital magazines include Tech and Fashion/Style, while last week Yahoo debuted a DIY zine that will focus on original videos, listicles and slide shows.

A source close to the situation told Adweek that such Tumblr-Yahoo integrations represent a belief inside Yahoo's Sunnyvale, Calif., headquarters that Tumblr can become the company's core product. When asked about that perspective, Brody quickly pointed to the digital magazines and didn't try to walk such a narrative back.

"I think it is the platform of the future for us," he said. "And we believe it should be the platform of the future for any publisher or brand."

More Like YouTube Than Instagram, Brown Says

With Instagram and Pinterest seemingly making the graphics-driven social space incredibly competitive nowadays, Brown contends that Tumblr doesn't share much of a digital kinship with those platforms. "I would liken us more to the creator networks like YouTube," he said. "Our network is not based on who you know, it's based on what you love. … We want it to be all things whether text, animated GIFs, etc."

Sixteen months in, it's still early for Yahoo and Tumblr, especially since the former is sitting on a mountain-sized pile of cash, thanks to its Alibaba stock.

"We are pleased with the acquisition of Tumblr among multiple fronts," Brody remarked. "Revenue is certainly a primary [item on the] checklist, but so is product."

Yahoo has yet to break out Tumblr's sales in an earnings statement, which makes industry watchers wonder about the bottom line. And ultimately, investors will judge the acquisition by a single factor: Can Tumblr become a billion-dollar juggernaut that joins Facebook and Twitter as social platforms eating away at Google's digital advertising empire.

If Tumblr has a chance, mobile will certainly be key. "We are seeing a big shift in how people are using our platform in terms of content creation and consumption," Brown said. "Sixty-five percent of our consumption is [on] mobile devices."

As part of a three-part series on Tumblr, tomorrow we'll take a data-driven look at the platform's potential with smartphone and tablet-based ads while assessing persistent questions from marketers.

October 20th 2014 Facebook, Mobile, Technology, Twitter, yahoo, YouTube

New Facebook Tool Lets Marketers Host Real-Time Chats With Celebs

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Twitter has long had a reputation as a real-time marketing platform, making it a go-to site for brands to host Q&A sessions with celebrities and personalities. But Twitter may be losing a few followers as marketers move chats over to Facebook.

VH1, Discovery Channel and Sony Masterworks are a handful of brands testing a new Q&A tool on Facebook powered through marketing platform BumeBox. Previously, the platform only gave marketers moderation and analytical tools to manage social chatter on Twitter. Opening up chats to Facebook will now allow marketers to manage significantly larger fan bases.

Sony Masterworks ran its first Facebook campaign earlier this month to help America’s Got Talent star Jackie Evancho promote her new album. The hour-long Facebook Q&A generated 734 percent more comments than any of the singer’s posts so far this year.

“Jackie Evancho was a no-brainer as a first use because of the great, loyal fan base on Facebook,” said Melissa Goldberg, general manager at Total Assault, Evancho’s social media and digital marketing agency. Based on the results, Total Assault is now looking to run a similar effort on Twitter. The teen singer has roughly 270,000 Facebook and 90,000 Twitter followers.

Discovery Channel also recently ran a campaign on Facebook. The network set up a chat last week to promote the reality show Fast N’ Loud with cast member Christie Brimberry. Discovery Channel boasts 29 million Facebook “likes” and 2.8 million Twitter followers.

But marketers might face different challenges on Facebook than on Twitter. Unlike Twitter, comments on Facebook pop up based on popularity and are not chronological, making it difficult for fans to follow a chat in real time. Plus, Facebook’s organic reach has slipped over the past year, meaning that brands will likely have to layer paid ads on top of earned efforts when running a Q&A to reach a specific audience.

That means brands still need to use both Twitter and Facebook for these kinds of initiatives, said Julie Ask, an analyst at Forrester Research. “This isn’t a question of either-or—this is a question for brands looking for more of their consumers in more places,” she said.

At the same time, more marketers are experimenting with mobile messaging apps—including Snapchat, Whisper and Line—as alternatives to traditional social media for chatting. Advertising opportunities on these apps are still nascent in the U.S., but some apps in Asia have already shown promising results for celebrity marketing.

For example, South Korea’s KakaoTalk brought in $203 million in revenue last year and includes a feature that allows users to follow and chat with their favorite celebrities.

“Does Facebook have an advantage?” asked Brian Blau, Gartner’s research director of consumer technology and markets. “Yes, it has a big audience, but to be honest, there are more technologies that brands are going to experiment with over time.”

October 20th 2014 Facebook, Technology, Twitter

Snapchat Says Ads Are Coming This Weekend: ‘We Need the Money’

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Snapchat—evidently cash-strapped—will start showing ads this weekend, and the messaging app gave a better understanding of how marketing will arrive in users' inboxes with a blog post today.

Snapchat said ads will show up in the "recent updates" feed that show users a list of the latest messages.

The L.A.-based startup, worth about $10 billion with investor interest from companies including Yahoo, has been slowly teasing its advertising potential for a couple weeks. CEO Evan Spiegel announced ad plans at a Vanity Fair tech conference earlier this month.

Now, the company promised that promoted snaps would be pushed to the 100 million-user community during the next couple of days. It was unclear how many of the users would see the ad, and Snapchat did not reveal the name of the first sponsor (or sponsors).

"It's the first time we've done anything like this because it's the first time we've been paid to put content in that space," Snapchat said in its blog post. "It's going to feel a little weird at first, but we're taking the plunge."

The ads will show up as Snapchat messages and be available for users to open for 24 hours, like other messages.

Brands like Taco Bell, McDonald’s, Audi, MTV and plenty of others already use the app to message fans.

The company said the ads would be “fun and informative, the way ads used to be, before they got creepy and targeted.”

Of course, targeting is an issue in general for Snapchat because it collects less data on users than say a Facebook or Twitter.

“Understandably, a lot of folks want to know why we’re introducing advertisements to our service,” Snapchat said. “The answer is probably unsurprising—we need to make money.” 

October 18th 2014 Facebook, Mobile, Technology, Twitter

Holiday Inn’s Digital-Only Approach Has Generated 175 Million Video Views So Far

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Holiday Inn is three months into its first digital-only campaign, dubbed Journey to Extraordinary, and the brand doesn't appear to have any regrets.

"Over a hundred million views of our video content, which means that we're seeing the content reach the people who matter most," said Maurice Cooper, vp of Americas for Holiday Inn at InterContinental Hotels Group.

His brand is partnering with Tumblr, Nonfiction Unlimited, International New York Times, Mashable and MBAs Across America for effort that runs through November. The marketing push also involves Facebook, Instagram and Twitter, and Cooper has an interesting take on what platform inspires the best kind of consumer chatter (more on that below). A WPP agency team comprised of Ogilvy, Possible, Hill+Knowlton and Mindshare collaborated with the brand to create "Journey to Extraordinary."

The Holiday Inn team brought on a couple photo-bloggers to generate content, while also focusing on a mix of paid and consumer-told narratives via video and social media. One example of consumer-based stories: Holiday Inn customer Majora Carter spoke about how she escaped a crime-ridden Bronx neighborhood decades ago as a high school graduate but returned years later to help rebuild her community. (Scroll down to watch the 3-minute, 43-second clip.)

Below are a few of specific stats from the brand campaign so far.

  • 175.3 million total video views from pre-roll and long form—mostly coming via YouTube, Set.TV and travel site Sojern.
  • A Tumblr reach of 19.2 million consumers.
  • More than 200,000 likes of #JourneyOnContest photoblogger content to date.

Cooper recently reflected on the results.

Outside the big view number, why else do you feel positive about going digital-only?
Engagement, which has been really, really strong. When we think about engagement, it’s people sharing the content, talking about the content and engaging with the content—and we’ve seen the brand exceed industry benchmarks. And then lastly, we think about sentiment. … We want people to walk away, clearly understanding who we really are. And we’ve seen positive statistically significant shifts in brand sentiment as a result of this campaign so far.

Can you explain the origin of the decision a little more?
The rationale behind [digital-only] is two-fold. One, we obviously live in a world where digital platforms are becoming more important every day, and it’s a way in which we can reach guests of really all demographic backgrounds in a more targeted way. And the way that we’re able to see the engagement numbers that I talked about and the reach that I talked about is that we’re placing the right message in front of the right people at the right time.

Maurice Cooper

There has been an emphasis on Tumblr and Instagram. Is this campaign more Gen Y targeted than past endeavors?
Yeah, we definitely care about millennials, but we care about all of our guests. And one of the things that we have been really, really pleased with is leveraging platforms like Instagram and Tumblr, which let us drive higher engagement. We know that Instagram, as an example, drives materially more engagement than what you would see with Facebook and even with Twitter. … A platform like Instagram allows for them to be able to do so in a beautiful way and a very personal way.

How has mobile fit in?
Mobile is a key cornerstone to any strong digital campaign. We know obviously about the rise of smartphones and how accessible [information] is for our guests on a regular basis. When we’re talking about delivering this message of change on Holiday Inn to our guests, we want to be able to deliver it in context at the right time. And so mobile absolutely is a huge part of our strategy, and frankly it’s where we get a lot of our success of our engagement.

October 18th 2014 Facebook, Technology, Twitter, YouTube

Whisper App Accused of Not Being Anonymous After All

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Dark social just got darker. Indirect Snapchat leaks were only the beginning. Now, our trusted anonymous apps like Whisper aren’t so trusted after The Guardian found that the company tracks user location that could likely be used to identify a user.

If you don’t know what Whisper is, it's a message board for users to post whatever comes to mind, under the assumption their identities remain hidden.

The app competes with other dark social rivals like Secret and Yik Yak, and it’s a space of big interest to Facebook. The media also enjoys the app because it can offer insights into sensitive topics such as war veterans sounding off on post-traumatic stress.

The media, Adweek included, have run with stories that quote the anonymous users, just like stories that rely on Twitter comments.

The platform can be an interesting glimpse into mass sentiment and reaction to topics of the day, and the supposed secretive nature encourages candor.

That’s why The Guardian’s team, digitally based in New York City, visited Whisper recently to see if a media partnership, like the one BuzzFeed had, could work. However, there will be no partnership, after The Guardian published a story exposing Whisper’s alleged privacy lapses.

“The company behind Whisper, the social media app that promises users anonymity and claims to be ‘the safest place on the internet,’ is tracking the location of its users, including some who have specifically asked not to be followed,” The Guardian reported.

The Guardian said that it saw how Whisper tracks the location of certain power users so it can piece together whether their posts are credible.

If a user says something juicy about Washington D.C., then Whisper wants to confirm that person is near the Capitol, a real example according to The Guardian.

The newspaper even quoted an anonymous Whisper executive: “He’s a guy that we’ll track for the rest of his life and he’ll have no idea we’ll be watching him,” the executive said, according to The Guardian.

The report was so scandalous that BuzzFeed has dropped its partnership with Whisper, and the anonymous app has had to defend itself in the press and online.

The company is flatly denying The Guardian’s claims, although the newspaper has a sound refutation of each of the app maker's points.

View our video with Whisper's editor in chief Neetzan Zimmerman from earlier this year below.

Adweek responsive video player used on /video.


October 18th 2014 Facebook, Technology

Candy Maker Sweet on Vine, Instagram After Facebook Reach Drops 73%

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Facebook's well-publicized squeeze on organic content has slashed Red Vines' organic reach 72.9 percent over the past year, and Sour Punch's reach is down 78.1 percent, the American Licorice Co. revealed today during a presentation at the ANA Masters of Marketing conference.

Michael Kelly, media and communications manager at American Licorice Co., explained how the shift in Facebook's News Feed strategy has his brand reprioritizing its social efforts, which lean heavily on organic content.

"It just is a wake-up call that we need to recognize how these platforms are evolving and what we need to do with our content and page-view strategies to make sure that we're being heard on these social platforms," Kelly said. "They'll increasingly be an important place to be, but how we use them and how we engage consumers through them is going to change."

Although Facebook is a part of American Licorice's social efforts, the marketer's most creative work arguably takes place on Vine and Instagram.

Red Vines was one of the first brands to launch on Vine, starting out with simple stop-motion videos and evolving to clips that tell stories through products.

Red Vines has run a couple of clever real-time social efforts to build on pop cultural buzz. For instance, when Amazon CEO Jeff Bezos talked about plans for delivery drones during an episode of 60 Minutes last year, Red Vines whipped up an image of a candy-carrying drone in time for the show's premiere on the West Coast after airing on the East Coast.

Interestingly, this kind of nimble and creative social media work is actually helping grow awareness in areas where the company doesn't run traditional advertising.

"What was traditionally a regional brand, we've now grown to a point where we're up something like 20 points in awareness in the East (Coast) where we've never even done any proactive, traditional advertising," Kelly said.

October 17th 2014 Facebook, Technology, Twitter

B2B Marketing on Facebook? Yes! So Say IBM, Volvo, Salesforce & Lattice Engines

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b2b marketing

It goes without saying that Facebook is most commonly associated with consumer marketing since it’s hardly a place for industrial engineers to talk about the latest manufacturing process or for enterprise software companies to promote side by side feature comparisons.

But behind those companies are people – both on the brand and the buyer side of the B’s in B2B. B’s are people too and those people use Facebook to connect with peers socially. They may not look for product spec sheets for manufacturing hardware on Facebook, but they can get an idea of the people behind the companies they buy from as well as a more personal look at companies outside of nuts and bolts, hardware and software.

Enter our experts in B2B Marketing who use Facebook to do just that. At MarketingProfs B2B Forum last week, Joel Book from Salesforce Marketing Cloud, Katie Keating from IBM and Amanda Maksymiw from Lattice Engines came together for a panel on B2B Marketing and Facebook.

The panel moderator was John Haydon from Inbound Zombie.

Joel Book
First up was Joel Book @JoelBook, Principal, Marketing Insights at Salesforce Marketing Cloud (formerly ExactTarget). Joel talked about his client, Volvo Construction Equipment of North America and how they have been using Facebook for B2B.  If you haven’t heard of Volvo CE, they compete with CAT, Deere and other manufacturers of heavy equipment.

Volvo’s multichannel strategy for acquisition, selling and service of customers includes:
Twitter, Facebook, YouTube, Trade Shows, Remarketing Email, Volvo Construction Dealers,, Monthly Email and more. But Facebook has been particularly effective. Said one Volvo executive:

“For Volvo Construction Equipment, Facebook has been the number one social media technology for posting equipment as well as promotions and generating leads”

In Spring of 2013 Volvo CE started using Facebook ads to engage prospects by providing links to content which sent traffic to There they could convert to email subscribers.  After that, Volvo began targeting existing customers with Facebook ads.

Volvo CE Facebook

Targeted Facebook Ads were very successful for Volvo CE. Some of the targeting options focused on Facebook users with interests in the kinds of equipment Volvo CE customers buy as well as construction equipment brands that are competitive to Volvo CE.

Volvo Lego Technic

Volvo partnered with Lego to create a Lego Technic L350F toy targeted towards individuals with specific interests in construction equipment. Promoted on Facebook and elsewhere, this was a big PR success and created brand awareness as well as adding 1,200 names to their prospect email list.

A few tips on Facebook Marketing for B2B companies from Joel:

1. Create a “social profile” of your best customers using a tool like Active Audiences from Salesforce Marketing Cloud, then use that profile to identify and target prospective customers with direct response ads using Facebook Custom Audiences.

2. Use Facebook Custom Audiences to target and attract prospective email subscribers. 68% of B2B brands say email is “core” to their business. And more B2B brands are discovering that Facebook is their top source for attracting new subscribers.

Katie Keating
Next up was Katie Keating @ThingsSheSaid and Engagement Strategist at IBM. Katie manages all corporate social media channels for IBM, including Facebook. Her advice for B2B marketers on Facebook:

Visuals are essential. Show things behind the scenes, people, clients, and products. These are all important for driving engagement.

IBM Facebook

Think like a B2C – How do people experience your brand if they can’t touch it? For IBM it’s through their employees. IBM is spending effort on empowering employees to be brand advocates on social networks.

Try new tactics – IBM has tried things like Facebook chats and influencer research. They actually created a tool to mine influencers in India and engaged with them. This was all organic.

Let your audience “exhale” with content that’s just for fun. B2B Facebook content needs to break from products and services. Use Facebook ads to make sure you’re reaching target audiences.

On IBM’s Facebook page, they share the company’s history of innovation and behind the scenes content.  Facebook post performance is closely monitored and if a post resonates organically, IBM will support it for further amplification with Facebook ads.

Amanda Maksymiw
Last up is Amanda Maksymiw @amandamaks Content Marketing Manager at Lattice Engines, which sells predictive analytics to mid market and enterprise companies.

The Lattice Engines product is a new thing, predicting who your next customers will be, so a lot of their content is educational.

Lattice Engines’ goal with Facebook: Humanize the brand to attract and retain talent, drive engagement with Lattice Engines brand, retarget influencers, prospects and customers. Facebook ad targeting is based on interests of buyers and competitors.

Lattice Engines Facebook

Along with posting content on Facebook are offers such as the opportunity to attend a webinar.

The Lattice Engines company Facebook page is very employee focused. They engage with Facebook fans through images, conversations, text and video content.

A few tips form Amanda for B2B Marketers on Facebook:

  • Create and share a blend of personality and professional content. Post pictures of employees and content efforts.
  • Post pictures with short text – it leads to higher engagement.
  • Hone targeting and retargeting skills to grow, engage and convert your audience. Target based on email addresses, (custom audiences) location and interests.

So it sounds like a “human to human” approach beyond the business side of B2B actually has some legs when it comes to social networks like Facebook. Like any effort to connect with business buyers in new ways, it makes sense to experiment. See what is already happening in a B2B context in your industry, amongst competitors and early adopters within your own company. Decide what your goals are and be committed to both understanding the targeting options within Facebook as well as the type of content that will connect with business buyers when the situation is not all business.

Are you using Facebook as part of your B2B marketing mix? What lessons have you learned?

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B2B Marketing on Facebook? Yes! So Say IBM, Volvo, Salesforce & Lattice Engines |

October 13th 2014 B2B, Facebook