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The Key to Successful Social Advertising - Kenshoo Social Webinar featuring Forrester

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Presentation from the May 29th webinar presented by Kenshoo Social and featuring Forrester: The Key to Successful Social Advertising. Brian Quinn from Kenshoo Social, Josh Dreller from Kenshoo, and …

Presentation from the May 29th webinar presented by Kenshoo Social and featuring Forrester: The Key to Successful Social Advertising. Brian Quinn from Kenshoo Social, Josh Dreller from Kenshoo, and guest Kim Celestre from Forrester join forces to deliver the latest thinking on social media tactics, backed up with tips and strategies you can begin implementing in your campaigns.

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  • https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&docid=yXofdBZBqq1r4M&tbnid=C-PSR8_R0BzHaM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.fastcompany.com%2F3001888%2Ffacebook-hits-one-billion-users-mark&ei=SEWeUZjNAYb-iQLn5oHwCA&bvm=bv.47008514,d.cGE&psig=AFQjCNFZxRN8jkOhpF0wEPAK0Eb4bS9M-Q&ust=1369413297897787
  • Satisfied Segment: Respondent chose "Extremely Satisfied" or "Somewhat Satisfied" on Q21 (How satisfied are you with PAID social media advertising OVERALL?)
  • Satisfied Segment: Respondent chose "Extremely Satisfied" or "Somewhat Satisfied" on Q21 (How satisfied are you with PAID social media advertising OVERALL?)
  • Satisfied Segment: Respondent chose "Extremely Satisfied" or "Somewhat Satisfied" on Q21 (How satisfied are you with PAID social media advertising OVERALL?)
  • - First I’d like to tell you a little bit about Kenshoo SocialWe provide a SaaS digital marketing platform focused on the needs of the social marketerWe are a global company, with 16 offices around the worldRunning campaigns in over 190 countriesAdvertisers and agencies manage over 1 Billion Facebook ads through our platform each dayWe’re a Facebook Strategic PMD and are 1 of 2 sPMDs with access to FBX
  • Closed-loop Targeting… to connect with your customers.Search, Social, LocalUniversal Integration…to automate workflow and scale campaigns.Universal Platform (channel and systems integration)Dynamic Attribution… to determine where to spend your next dollar.SmartPathInfinite Optimization… to continually improve performance.$8+ ROI, $25b+ annual client sales revenue
  • This is a sample conversion path from the owned media attribution caseAs we can see, this customer engagement path includes multiple channels, paid and owned media, as well as impressions and clicksAfter attribution, owned media posts generated $2.14 Revenue Per Click and a whopping $687 Revenue Per PostThese are just a couple of the new metrics that are coming out of new capabilities in owned media performance measurementIt’s important to note that in this case, we are tracking revenue and conversions down to the individual post levelWith this information, paid and owned media managers can collaborate in ways that were previously impossibleOwned media managers can easily identify the types of posts that drive bottom line performance and tailor their content toward high performing activityLikewise, Paid media managers can understand which owned media posts are most valuable and then amplify these through page post ads and sponsored stories to drive additional salesRPC = Revenue Per ClickRPP = Revenue Per Post

Transcript

  • 1. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial Kenshoo: Proprietary and Confidential InformationThe Key to SuccessfulSocial AdvertisingMay 29, 2013#SocialKeys @KenshooSocial
  • 2. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 2| 2Webinar InformationAudio: listen via computer speakers or dial into conference call usingnumbers in email from gotowebinar@citrixonline.comCan’t hear or having other issues? Let us know via chat box.Ask questions, share insights, and converse with other attendees usingthe hashtag #SocialKeys and/or @KenshooSocial
  • 3. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 3| 3AgendaIntroductionsForrester Key Findings & TakeawaysHow Kenshoo Social Can HelpQ&A
  • 4. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 4| 4Our SpeakersKim CelestreSenior Analyst,Social MarketingForrester ResearchBrian QuinnSenior DirectorKenshoo SocialJosh DrellerDirector of MarketingResearchKenshoo
  • 5. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 5| 5Our Speakers
  • 6. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 6| 6Our Speakers
  • 7. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 7| 7Kenshoo: Proprietary and Confidential Information | 7Key Findings & Takeaways#SocialKeys @KenshooSocial
  • 8. Making Leaders SuccessfulEvery Day#SocialKeys @KenshooSocial
  • 9. Keys To Successful Social AdvertisingKim Celestre, Senior AnalystMay 29, 2013#SocialKeys @KenshooSocial
  • 10. 1 Billion Users#SocialKeys @KenshooSocial
  • 11. $2 Billion#SocialKeys @KenshooSocial
  • 12. © 2013 Forrester Research, Inc. Reproduction Prohibited 12Agenda› Advertising tactics› Data highlights› Key takeaways#SocialKeys @KenshooSocial
  • 13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13TacticsSocial advertising gains momentum#SocialKeys @KenshooSocial
  • 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14Organic advertising#SocialKeys @KenshooSocial
  • 15. © 2013 Forrester Research, Inc. Reproduction Prohibited 15Organic advertising#SocialKeys @KenshooSocial
  • 16. © 2013 Forrester Research, Inc. Reproduction Prohibited 16Organic advertising#SocialKeys @KenshooSocial
  • 17. © 2013 Forrester Research, Inc. Reproduction Prohibited 17Paid advertising#SocialKeys @KenshooSocial
  • 18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18Paid advertising#SocialKeys @KenshooSocial
  • 19. © 2013 Forrester Research, Inc. Reproduction Prohibited 19Paid advertising#SocialKeys @KenshooSocial
  • 20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20Paid advertising#SocialKeys @KenshooSocial
  • 21. © 2013 Forrester Research, Inc. Reproduction Prohibited 21Survey HighlightsHow marketers use social advertising#SocialKeys @KenshooSocial
  • 22. © 2013 Forrester Research, Inc. Reproduction Prohibited 22Survey respondents105 socialadvertisersSpendsover $100Kper yearBase: 105 US social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 23. © 2013 Forrester Research, Inc. Reproduction Prohibited 23Social Advertisers Use A Wide Range OfSocial Sites And Strategies6%51%67%87%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%None of the aboveBusiness-focused social networksMicroblogsSocial networks“Which of the following types of social media properties do you use for marketing?”Base: 105 US social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24Social Advertisers Use Branded PagesMore Than Paid Promotion23%24%34%37%38%40%51%52%56%73%0% 10% 20% 30% 40% 50% 60% 70% 80%We create product pages (business-focused social…We buy ads (business-focused social networks)We create company pages (business-focused social…We pay to promote content (microblogs)We create branded applications (social networks)We create branded tabs (social networks)We pay to promote content (social networks)We create branded accounts and post messages to…We buy ads (social networks)We create branded pages and post messages on…“Which of the following marketing tactics do you use on social networks ormicroblogs or business-focused social networks?”Base: 105 US social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25But You Can’t Just Post Content; YouNeed To Promote It-3%-2%-1%-1%-1%3%4%5%7%8%-4% -2% 0% 2% 4% 6% 8% 10%We create branded accounts and post messages to…We create branded groups (business-focused social…We use other tactics (social networks)We create branded pages and post messages on…We buy ads (business-focused social networks)We buy ads (social networks)We pay to promote trends (microblogs)We create branded tabs (social networks)We create branded applications (social networks)We pay to promote content (social networks)“Which of the following marketing tactics do you use on social networks or microblogs orbusiness-focused social networks?”Base: 105 US social media/advertising professionals ; 69 “satisfied” social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 26. © 2013 Forrester Research, Inc. Reproduction Prohibited 26Social Advertisers Focus On Ad Rotation0%10%20%23%35%35%60%0% 10% 20% 30% 40% 50% 60% 70%OtherNone of the aboveWe use a tool to create new combinations of creative…We use automated bid management toolsWe use A/B testing to determine the best targeting or…We target many small, specific audiencesWe rotate through multiple creatives…“Which of the following practices do you use when buying ads or paying to promotecontent on social media properties?”Base: 105 US social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 27. © 2013 Forrester Research, Inc. Reproduction Prohibited 27Most social advertisers target, but theyuse only basic criteria26%27%28%32%33%37%38%41%43%50%0% 10% 20% 30% 40% 50% 60%Geographic targeting (microblogs)Targeting users like our followers (microblogs)Targeting our followers (microblogs)Targeting to site location (social networks)Targeting friends of our fans (social networks)Targeting based on user actions (social networks)Targeting our fans (social networks)Targeting based on users’ interests (social networks)Geographic targeting (social networks)Demographic targeting (social networks)“What types of targeting do you regularly use when buying ads or paying to promote content onsocial networks or microblogs or business-focused social networks?”Base: 105 US social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 28. © 2013 Forrester Research, Inc. Reproduction Prohibited 28Promoted Content Is The Best Tactic ForBrand Social Advertisers-5%-4%-1%0%1%1%1%2%5%-6% -4% -2% 0% 2% 4% 6%We do not use this tacticDrive traffic to our siteProvide customer serviceOtherIncrease loyalty of existing customersCreate word of mouthDrive purchasesDrive new social fans or followersCreate awareness“What is the primary objective of each tactic you use when marketing on socialmedia properties?”(Answers shown for promoted content)Base: 105 US social media/advertising professionals ; 69 “satisfied” social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 29. © 2013 Forrester Research, Inc. Reproduction Prohibited 29Paid Social Ads Are The Best Tactic ForDirect Social Advertisers-5%-1%-1%0%0%0%2%2%4%-6% -5% -4% -3% -2% -1% 0% 1% 2% 3% 4% 5%Drive traffic to our siteCreate awarenessCreate word of mouthProvide customer serviceWe do not use this tacticOtherIncrease loyalty of existing customersDrive new social fans or followersDrive purchases“What is the primary objective of each tactic you use when marketing on social media properties?”(Answers shown for ads)Base: 105 US social media/advertising professionals ; 69 “satisfied” social media/advertising professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013#SocialKeys @KenshooSocial
  • 30. © 2013 Forrester Research, Inc. Reproduction Prohibited 30Key TakeawaysUse an artful mix to achieve success#SocialKeys @KenshooSocial
  • 31. © 2013 Forrester Research, Inc. Reproduction Prohibited 31Key Takeaways1. Start with clear objectives2. Promote your brand and your content3. Use robust targeting4. Develop a holistic approach#SocialKeys @KenshooSocial
  • 32. Thank youKim Celestre+1 650.581.3810kcelestre@forrester.com#SocialKeys @KenshooSocial
  • 33. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 33| 33Kenshoo: Proprietary and Confidential Information | 33How Kenshoo Social Can Help#SocialKeys @KenshooSocial
  • 34. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 34| 34ContentsSolutions for All Campaign ObjectivesPaid and Organic Social Media IntegrationAdvanced Targeting and OptimizationHolistic Cross-Channel Attribution
  • 35. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 35| 35Activate and Illuminate the Value of Social Media #DriveResults16+ GLOBAL LOCATIONSCAMPAIGNS RUNNINGIN 190+ COUNTRIESMARKETING PLATFORMSAAS MULTI-LINGUAL UXPORTUGUESEJAPANESEGERMANMANAGED or SELF-SERVICE OFFERING
  • 36. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 36| 36Kenshoo Social Product SuiteExchange AccessFully managed campaigns on FacebookExchange (FBX) for superior performancemarketing and ROIAttribution SolutionsGo beyond paid clicks for a holistic view of paid,owned and earned social media• Post Impression Attribution • Owned Media AttributionAd ManagerIntuitive workflows to quickly and easilycreate, manage and optimize at scale
  • 37. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 37| 37Kenshoo DeliversClosed-loop Targeting. Universal Integration. Dynamic Attribution.Infinite OptimizationTM
  • 38. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 38| 38Powering the Worlds Top Brandsof the Top 5U.S. TravelWebsites4of the Top 10Global HotelGroups6of the Top 10Global Telcoms6of the Top 10Global Retailers7of the Top 10Global AgencyNetworks10of theFortune 50Companies23Consumer ElectronicsAgencies Retailers Travel & HospitalityPure PlaysEntertainmentFinancial ServicesFood & BeverageTelecomAutomotiveApparelPublishersEducation & CareersHome & Garden
  • 39. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 39| 39Click Thru RateINCREASED BY186%Cost Per ClickDECREASED BY77%ConversionsINCREASED BY331%Driving Measurable Social Media ResultsAfter 12 months powered by Kenshoo Social:This data set includes Kenshoo Social clients that launched or maintained social advertising campaigns between January 1 andDecember 31, 2012 and remained active continuously on Kenshoo during the 12 month period.Data in this set covers over 55 billion total impressions and clicks.
  • 40. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 40| 40Paid & Organic Media Integration
  • 41. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 41| 41Owned and Earned Media – Symbiotic InvestmentLooking for black pumps?Find them onShoes.comShoes.comNovember 5hurry! Enjoy an extra 25% off of oursale items in store and online.Like • Comment • Share
  • 42. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 42| 42Social Relationship Technology Integration• Kenshoo redirects onindividual owned mediaposts to track performance• Actionable insight into eachcustomer engagement• Understand interplaybetween owned, earned andpaid media• Attribute conversions andrevenue to owned mediaposts
  • 43. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 43| 43Owned Media Page Posts Show Up Throughout theCustomer Engagement Path and Generate Significant ROISource: Actual Path to Conversion for Kenshoo Social Retail CampaignDay 1 FB Ad ImpressionDay 3 Bing ClickDay 5 Owned Media ClickDay 7 FB Ad ClickDay 11 Owned Media ClickDay 14 Google ClickDay 14 FBX ClickDay 14 Conversion
  • 44. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 44| 44Advanced Targeting & Optimization
  • 45. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 45123Intuitive Ad Creation FlowQuickly create and replicateads and campaigns at scaleFlexible Campaign StructuresChoose one ad per campaignto control ad delivery, spendand easily A/B test creativeAutomatically Divide TargetsQuickly create customdemographics target rangesKenshoo Social 2.0:Quickly and easily create and launch campaigns at scale
  • 46. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 46123Flexible Data ViewsCustomize columns for actiontypes, performancemetrics, targeting and ad settingsBulk Edit Ads & CampaignsQuickly edit inline and mass editselected elementsAd & Campaign DuplicationEasily duplicate ads into sameor new campaign; Edit selectelements while cloningKenshoo Social 2.0:Power and performance at your fingertips
  • 47. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 47123High Level Change CategoriesQuickly sort changes by type:Sync, Sync Error, Edits, AdCreation, ImportsEnhanced ToolTip MessagesExplanation of error reason andsuggested actionsEasily Undo ChangesUndo changes in anyorder, quickly revert evergreenor seasonal campaignsKenshoo Social 2.0:Easily identify, sort and undo changes
  • 48. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 48| 48Holistic Cross-Channel Attribution
  • 49. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 49| 49Multi-touch Attribution (Path to Conversion)Paid & Owned Impressions/ClicksNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.
  • 50. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 50| 50Multi-touch Attribution (Path to Conversion)Web VisitShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.
  • 51. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 51| 51Multi-touch Attribution (Path to Conversion)Keyword Searchblack pumpsShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.
  • 52. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 52| 52Multi-touch Attribution (Path to Conversion)Retargetingblack pumpsShoes.comLooking for black pumps?Find them onShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.
  • 53. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 53| 53Multi-touch Attribution (Path to Conversion)Conversionblack pumpsShoes.comLooking for black pumps?Find them onShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.$ $ $Shoes.com
  • 54. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 54| 54Multi-touch Attribution (Path to Conversion)black pumpsShoes.comLooking for black pumps?Find them onShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.$ $ $Shoes.com0%0%100%Last Click
  • 55. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 55| 55Multi-touch Attribution (Path to Conversion)black pumpsShoes.comLooking for black pumps?Find them onShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.$ $ $Shoes.com100%0%0%First Click
  • 56. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 56| 56Multi-touch Attribution (Path to Conversion)black pumpsShoes.comLooking for black pumps?Find them onShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.$ $ $Shoes.comEven Distribution33%33%33%
  • 57. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 57| 57Multi-touch Attribution (Path to Conversion)black pumpsShoes.comLooking for black pumps?Find them onShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.$ $ $Shoes.com40%20%40%U-Shaped
  • 58. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 58| 58Multi-touch Attribution (Path to Conversion)black pumpsShoes.comLooking for black pumps?Find them onShoes.comNatalie JonesSo cute! Definitely buying these.I can’t wait to wear them.Shop atShoes.com andget the bestdeals on thehottest shoes.$ $ $Shoes.com24%29%47%Dynamic (Kenshoo SmartPathTM)
  • 59. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 59| 59Kenshoo: Proprietary and Confidential Information | 59Q & A#SocialKeys @KenshooSocial
  • 60. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocialThank you!www.KenshooSocial.com/ForresterStudyInfo@Kenshoo.comFacebook.com/KenshooSocial