Belk: Leading their digital transformation through compelling influencer content

As the DAOR for Belk, iCrossing took the lead in the strategy and integration of paid media channels (paid search, paid social, programmatic), owned (video) and earned (social) to provide an audience approach to marketing. With the ever changing fashion and beauty industry, Belk’s content needed a revamp to better connect with potential consumers. To…

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Hello Goodness: From CPG brand sites to purpose-driven content

While there continues to be an increase in consumer online behavior and interest related to nutrition and food, there is an ongoing decline in brand-specific searches and site traffic. As a result, PepsiCo turned to the iCrossing team to redefine the role and opportunity for its owned channels to work harder to meet consumer behavior and…

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Bridgestone: Developing a social strategy and leading innovation

As part of the DAOR team for Bridgestone Retail Operations, we were responsible for defining their digital strategy, executing digital programs and providing thought leadership to the Bridgestone Retail team. A key part of my role was to make sure I was driving a unified vision and strategy across creative and paid media efforts. Starting…

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Facebook’s Bigger Video View Issue

As most of you already know, Facebook recently admitted that they made a mistake. *insert gasp* Yes, Facebook, the social media giant, has been misleading advertisers and incorrectly reporting video view data – over the years, Facebook has artificially inflated some video metrics by between 60% to 80%. Facebook outlined the discrepancy/mistake in an advertiser help center posting, also quoted below:…

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Is Twitter Just Copying Facebook?

Surprisingly, Twitter has made quite a few major updates/changes recently. What once was a platform that some social media marketers were starting to forget, may be the industry’s new comeback kid. What may not be surprising, is that Twitter’s recent updates are very similar to features seen at Facebook. So I ask the question: Is Twitter just…

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Pinterest + Holidays = A Match Made in Heaven

As you may already know, the holiday season is a major time of the year in the social media industry. (In case you didn’t know, feel free to check out my other blog: “How to Give Your Brand a Boost During the Holidays“) But you may wonder: Which social platform is the best for promoting your…

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The Downside of Instagram Ads

Within the last couple of months, Instagram has opened its advertising capabilities through its self serving platforms, such as Power Editor and Ads Manager. Social media marketers and small business owners rejoiced as it became a lot easier to reach potential customers on the ever so popular social platform. Currently, Instagram advertising costs are relatively low…

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