Mechanical and Electrical Systems at the Orchards at Orenco Project

first_img RELATED ARTICLES Meeting the Airtightness ChallengeRoofing and Cladding for the Orenco PassivhausWalls and Windows for the Orenco PassivhausPlacing a Concrete Foundation on Rigid Foam InsulationThe Largest Passivhaus Building in the U.S.Multifamily Passivhaus Project Starts in Oregon While an ultra-high performance enclosure lies at the heart of the Passive House concept, the mechanical systems constitute the “yang” to the enclosure “yin.” The HVAC system, water heating, lighting, appliances, and conveying systems all contribute to the building’s high level of performance.Because the Orchards at Orenco project is a large multiunit residential building, these systems and components are in many ways quite different from those one would see in single-family residences designed to meet the Passive House standard. Part 1 in this blog series introduced the basic pieces of the mechanical system design at Orchards. This post will provide more information about the design and discuss some of the challenges encountered during construction and commissioning of the system. This is Part 6 of a blog series describing construction of the Orchards at Orenco project in Oregon. The first installment was titled The Largest Passivhaus Building in the U.S. A forthcoming blog will discuss the key lessons learned at the Orchards at Orenco project, and will report measured performance data from the first year of operation of the building. A hybrid approach: HVAC “pods”After reviewing the respective pros and cons of centralized vs. unitized mechanical systems, the team ultimately decided to utilize a hybrid approach, optimizing the mechanical design to capture the best qualities of those two different approaches. VentilationEach penthouse has a different size ERV, rated at 1,500 to 3,500 cfm, based on the flow rate and volume of the building zone served (see Image #4, below).The ERVs are manufactured by the Loren Cook Company. Initially the team had specified Zehnder and UltimateAir units since they were the only available units identified that met the ventilation efficiency requirement of the Passive House standard. Midway through design, however, the team identified the Cook units as potential candidates. Several months of back and forth with the PHIUS technical committee resulted in acceptance of the Cook units for our project.These units have a heat-recovery efficiency that ranges from 73% to 76%. The Cook units were considerably less expensive that the UltimateAir units which had been previously specified, and the savings allowed the owner to afford other valuable features on the project, such as the “green screen” I will discuss later.Distribution of the ventilation air from the ERVs is via 4-inch hard ducts running directly to and from each apartment. These duct “home runs” are collected into main trunk lines running above the ceiling at the third floor corridor (see Image #5, below). By keeping the duct penetrations no larger than 4 inches in diameter, this approach eliminates the need for fire-smoke dampers at each apartment (see Image #6, below).A continuous 50 cfm of supply air is delivered to each bedroom, with continuous exhaust from each bathroom and kitchen area. To filter cooking pollutants, recirculating hoods are provided above the kitchen ranges. Continuous air flow regulators installed within the ducts help to ensure balanced continuous airflow into and out of each apartment. While the mechanical design uses a centralized water heating system, a decentralized “pod” system is used to provide ventilation air as well as space heating and cooling. The project has three mechanical penthouses (see Image #2, below), each of which houses a large energy-recovery ventilator (ERV) with a heat pump condenser coil in the the supply air duct to temper the ventilation air. Each pod serves a zone of 10 to 24 apartments and adjacent common areas (see Image #3, below).The “pod” approach optimizes cost and performance while also reducing future maintenance. Regular maintenance of 57 individual ERVs would have been required if a fully unitized approach were used. Going with the pod approach allowed the use of smaller ERVs as well as shorter duct runs than would have been required with a centralized approach. Ducts were smaller, reducing system costs while also reducing distribution losses.The mechanical penthouses are built on top of the roof and accessed through large ceiling hatches at the third-floor corridors. The walls and roof of each penthouse have the same level of insulation and airtightness as the main walls and roof of the building, so the penthouses are functionally within the Passive House enclosure.center_img Water heatingTwo central boilers (Bradford White eF Series boilers with 100-gallon tanks and 98.5% thermal efficiency) provide hot water to the building. These are housed in a first-floor mechanical room near the center of the building.Over the course of multiple design iterations, the team determined that a temperature maintenance system with heat trace tape was likely to be more energy-efficient than a recirculation pump. Hot water piping to the apartments is insulated to minimize distribution heat losses (see Image #9, below). High efficiency plumbing fixtures are used at the apartments to minimize the water heating load and further improve system efficiency. Green screenThe building has an information screen mounted prominently in the main lobby (see Image #11). This screen provides news that is important to the residents, while also indicating the energy use of the overall building and the electrical usage in each apartment (see Image #12). Intended as a tool for educating the residents about their energy usage, the green screen also fosters a fair degree of social interaction. Mike Steffen is a builder, architect, and educator committed to making better buildings. He is vice president and general manager of Walsh Construction Company in Portland, Oregon. Other active systems and componentsHigh-efficiency lighting is used throughout the building to minimize the electrical load. Pinned fluorescent lighting was designed to meet a target of 0.4 Watts/square foot at the apartments. LED lighting is provided in the common areas, with lighting controls used at the corridors and stairs to further reduce loads.Upper tier Energy Star appliances were specified for the apartments (see Image #10, below). Appliance selections were made to achieve the best balance of cost and performance as well as accessibility requirements (some of which can significantly limit the number of models to choose from).Only two stairs are needed in the building to meet code egress requirements (one near each end); however, the Orchards design includes a third stairway, adjacent to the main lobby. This richly detailed stairway is intended to encourage residents to access their apartments on foot rather than using the elevator, enhancing resident health and interaction while reducing energy use even further.A MLR traction elevator is used in lieu of a hydraulic model (the type of elevator that is typically used at a building of this size). This choice, combined with the provision of the “attractive” stairway, is expected to reduce elevator-related electricity usage by 57%. Heating and coolingAt each penthouse, a Samsung AM024 VRF heat pump coil is placed inline on the supply air distribution line. This air-source heat pump has a COP of 4.31 and provides approximately 80% of the heating for the building, as well as some cooling during the summer, though it does not meet the entire cooling load. The heat pump is in parallel with the ERV so that it does not create static pressure in the ventilation system.About 80% of the heating load is met with the ventilation air. Electric-resistance cove heaters in the apartments are designed to meet the remaining heating load (see Image #7, below). These heaters are expected to operate only on the coldest of days, or in some apartments not at all. The team has metered eight of these heaters to provide verification of our assumptions.The Pacific Northwest summer is relatively cool and dry compared to much of North America, and air conditioning is usually not provided in new multifamily buildings in Oregon and Washington. Though the HVAC system at Orchards does not provide full air conditioning, the ventilation air does provide some degree of cooling.The 50 cfm requirement for supply air at the bedrooms is intended to provide additional airflow to temper the apartments during the summer months. The system includes heat-recovery bypass with an economizer to assist with night-flush cooling. The residents are instructed to close their windows in the morning, keep them closed during the day, and open them again in the evening. This helps minimize heat flow to the interior during the day during warmer periods and further assists with night-flush ventilation. Upon initial occupancy of the building, this was not well understood, but after a few hot spells, nearly all of the residents have learned the protocol.It should be noted here that two key elements of the basic building design, the balconies and the eyebrows, serve an essential shading function to keep the apartments cooler during the warmer months (see Image #8, below). Low-solar-heat-gain glazing is used at the east- and west-facing windows (LoE 366/180, argon-filled units, SHGC = 0.25) to further control against overheating.last_img read more

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Resource Discovery: Veteran Short Stories

first_imgThis post was written by Kacy Mixon, M.S., LMFT, Social Media Specialist.  She is a member of the MFLN Family Development (FD) team which aims to support the development of professionals working with military families. Find out more about the Military Families Learning Network FD concentration on our website, on Facebook, on Twitter, YouTube, and on LinkedIn. By Kacy Mixon, M.S., LMFTGallagher, M. (2013). Fire and forget: Short stories from the long war. Da Capo Press, Boston: MA.Today’s Resource Discovery features a book titled Fireand Forget: Short Stories from the Long War, edited by Roy Scranton and MattGallagher. This literary work houses a collection of short stories written byveterans of the Iraq and Afghanistan wars. The stories present authentic accounts of veteran experiences that news reports typically do not offer. The preface highlights the editors’ aim for the book:“On the one hand we want to remind you, dear reader, of what happened and insist you recollect those men and women who fought, bled and died in dangerous and faraway places. On the other hand there’s nothing most of us would rather do than leave these wars behind. No matter what we do next, the soft tension of the trigger pull is something we’ll carry with us forever.  We’ve assembled this book to tell you because we had to remember.”The editors met after their deployments through the New York University Veterans Writing Workshop. For more information on this book and the editors’ motivations for writing this book, listen to the National Public Radio (NPR), Fresh Air interview (In ‘Fire and Forget,’ Vets Turned Writers Tell Their War Stories). For more information on issues pertaining to veterans and showcases of their writing, explore The Hero Project. These accounts can assist in service professionals working with military families to gain insight into what it is like to not only serve during wartime but also how some experience post-deployment transitions.last_img read more

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SP students’ wing bags top post in AU elections

first_imgThough they lost ground this year, the student wing of the Samajwadi Party continues to be the leading force in the prestigious Allahabad University Students’ Union elections, results for which were declared in the early hours of Saturday.The Samajwadi Chatra Sabha grabbed two posts, president and joint secretary. However, the National Students’ Union of India of the Congress sprung a surprise as it also bagged two posts, vice-president and cultural secretary, in what is its best performance in over a decade.One seat fore ABVPThe student wing of the RSS-BJP, Akhil Bharatiya Vidyarthi Parishad, was restricted to a single seat, general secretary, which it had also won in 2017.The SCS had secured the post of president, vice-president, joint secretary and cultural secretary of the central varsity last year, winning four out of the five posts.The counting of the polls turned controversial as the hostel in which the winning candidate for the president’s post —Uday Prakash Yadav of the SCS — is living was set on fire by miscreants. Senior Superintendent of Police, Allahabad, Nitin Tiwari said that six to seven rooms in the Holland hostel were set on fire and that all items inside Mr. Uday Yadav’s room were gutted.The room of last year’s president Awanish Yadav, also of the SCS, was also gutted, while his car was set on fire. Several motorbikes were also gutted.The police are probing the case and an FIR will be registered.Mr. Uday Yadav alleged that police laxity had led to the incident, which he said tarnished the tradition of the Central varsity. The SCS alleged that the losing ABVP was behind the incident.“This is not an ordinary incident. But the police administration is silent because the BJP, known for its misuse of government machinery, has been dealt a cracking defeat,” said Mr. Uday Yadav, who is a first-year law student from Deoria.last_img read more

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Chot Reyes underscores importance of tune-up games for Gilas’ World Cup bid

first_imgColombia protesters vow new strike after talks hit snag MOST READ Don’t miss out on the latest news and information. Miguel Romero Polo: Bamboo technology like no other Speaking to reporters during the PBA’s lull on Wednesday night, Reyes recalled Gilas’ participation in a couple of tuneup games that helped them prepare for the prestigious global contest.READ: Chot Reyes likes Gilas’ chances in 2019World Cup: ‘We have proven we can compete’FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSPalace wants Cayetano’s PHISGOC Foundation probed over corruption chargesSPORTSSingapore latest to raise issue on SEA Games food, logistics“[Those games] really toughened us up,” he said. “That was a big factor and hopefully coach Yeng (Guiao’s) team gets a chance as well,” he added.Gilas played Ukraine, Australia, France, Venezuela and Dominican Republic in a battery of friendlies to prepare for the 2014 edition of the games in Seville, Spain. Private companies step in to help SEA Games hosting Trump tells impeachment jokes at annual turkey pardon event Google Philippines names new country director “I know there are some challenges with the schedule but with the [league] throwing its all-out support? I think it’s [going to be] important,” Reyes said.Reyes said it is imperative for Gilas to generate something similar as it could help with the players’ headspace.“They should have a good feeling about themselves that they can compete with anybody,” he said.Sports Related Videospowered by AdSparcRead Next SEA Games hosting troubles anger Dutertecenter_img Trending Articles PLAY LIST 00:50Trending Articles00:50Trending Articles00:50Trending Articles02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss San Beda knocks out Jalen Green, FilAm Sports to advance to NBTC semis View comments Wintry storm delivers US travel woes before Thanksgiving Bloomberg: US would benefit from more, not fewer, immigrants Coming into Group B play as overwhelming underdogs, the Philippines played Greece, and then put up valiant stands against Croatia, Argentina and Puerto Rico. They finally eked out a victory—their only one in the campaign—versus Senegal.“We kept on losing. But at least we tried to level with them,” Reyes said in Filipino. “Our players felt that they were improving and getting stronger as we progressed. And I think that feeling spilled over into the World Cup.”READ: Chot Reyes steps down as PH men’s basketball team coach “When they got into the actual games, the players had a very good feeling about themselves,” he added.Earlier this month, the Samahang Basketbol ng Pilipinas (SBP) said that Gilas will be skipping the Jones Cup—a perennial training ground for the country for years—due to conflicts in schedule. But the federation said they are looking to compensate by hosting pocket tournaments.ADVERTISEMENT Photo by Tristan Tamayo/INQUIRER.netWhile Chot Reyes is optimistic with the Philippines’ chances in the of the FIBA World Cup, he couldn’t stress enough the importance of preparation.Gilas Pilipinas has over five months to gear up the squad and Reyes hopes that the current iteration of the National team could be afforded with an opportunity to generate edge—just like what his squad had nearly five years ago.ADVERTISEMENT LATEST STORIESlast_img read more

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Why Marketers Should Mix Content on a Small Business Blog

first_imgWhen I started writing frequently for this blog, I thought most posts would be pretty much the same: Concise, concrete tips about how to do You’d expect the articles that got the most traffic to also get the most inbound links. But that’s only true in one case. Both metrics are important, so you need to create different types of content. Eric Hamilton to learn how to create a thriving inbound marketing blog. Post small business blog. small business blog Top Posts by Page Views (Last 3 Months) small business blog The takeaway here is clear: Just like a venture capitalist or a movie studio executive, you never know which projects will be most successful on your medium or , this blog thrives on a healthy mix of content. Photo:  Forget Community. Forget Conversation. Business Blogging Is About SEO. and how companies can use it to market their medium and . They thrive on their mix. Their homepages are grab-bags of news, features, videos, pictures, graphics and who-knows-what-else. Even if you have a small team working on your Twitter in Real Life: The Follow Back [cartoon] blog analytics tool WSJ.com Did You Graduate From Link Building High School Yet 6 Tips for Making a Business Marketing Video Page Views , you can post multiple types of content for your readers. All Hail The (New) Twitter Elite List State of the Twittersphere – Q4 2008 Report small business blog Inbound Links 11,270 8,768 .) . The only way to deal with such uncertainty is to create a portfolio of different posts — you gotta mix it up! Top Posts by Inbound Links (Last 3 Months) The report, the video and the cartoons are not surprising, but the others are. It’s hard to tell how these posts are any different from the dozens of others like them that we ran over the past three months. Topics:center_img 20 Post 33 Webinar: Blogging for Business 8 Marketing Tips From An Olympic Gold Medalist Want to learn more about publishing a small business blog on your business website? There are cartoons, a big report, a viral video, how-to stories and some bigger thought pieces. Social Media Marketing Madness [cartoon] 6 Tips for Making a Business Marketing Video You can also see this by looking at the posts that succeed on this blog. Below I’ve listed our top articles over the past three months, sorted by inbound links and page views. (I pulled this data from HubSpot’s 4,137  Looking at this data, three things jump out: 21 Originally published Jan 19, 2009 8:23:00 AM, updated October 18 2015 Inbound Marketing While that may be a consistent theme of posts on this blog, there is no single type of post that succeeds. Like any medium or You can see the importance of varied content on large news sites like You Oughta Know Inbound Marketing NYTimes.com (1) Lots of different types of articles. Download the free webinar 7,498 4,211 27 (3) Lots of surprises. or  (2) Little overlap between the two lists. I was wrong. inbound marketing 23 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

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Best Way to Kill Creative B2B Marketing? Focus Only on B2B Marketing.

first_imgQuick! What are the four most frequently used words by B2B marketers?  What are the sources of your new B2B marketing ideas? What inspires you? Do you use exclusively B2B marketing examples, or do you look to a wider range of sources? Join this live webinar How many times have you heard that refrain? Inspired by a great marketing campaign, you come up with a way to adapt it to your B2B marketing mix — except when you pitch the idea to your boss, a horse with blinders on, she objects: “But we’re a B2B company — that won’t work for us!” ZipCar Facebook is a robust, flexible platform. If you’re having success, take it a step further. new-car naming contests , they had a contests to pick their holiday card and they’ve given away gift certificates.  Have fun. Experiment. Give up? Here’s the answer: B2B Lessons? (>100,000 fans) — Threadless is a community-powered online t-shirt store. Like many of the examples here, they have an active community on their page, where they share a lot of content. However, Threadless does more than the typical page — it makes it possible for people to actually purchase shirts on their Facebook page, and share their purchase history. Topics: B2B Lessons? Nick Kristoff B2B Lessons? How are you leveraging Facebook to foster community and build your brand? Engage with your community, enable them to create content. (>1,200 fans) — Logan is Boston’s main airport. Among other things, the airport posts weather updates, delay information, security announcements and airline promotions. A handful of threads on the page have produced comments criticizing the airport management, but that’s actually a good thing for the airport. They responded, and showed that instead of operating behind closed doors, they’re trying to be transparent and engage with their customers. December 22, 2009 at 2:00pm (>140,400 fans) — Nick is a New York Times columnist. He posts his articles on his Facebook page, but instead of just posting the headline, he posts each with with a sentence or two providing some context. The effect is a more conversational, intimate page, with more engagement. All Things Jeep Share content, have opinions and give people a reason to be passionate about your page. Boston Logan International Airport B2B Lessons? Originally published Dec 28, 2009 8:30:00 AM, updated October 20 2016 to see the latest data on how companies in your industry are using Facebook to grow their business. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack How lame. Don’t just run contests and share content. Use Facebook pages increase transparency and provide practical information, too. Photo: beketchai on Flickr Live Webinar: How Businesses Are Using Facebook – With New Data & Case Studies (30 minutes Marketing today requires creativity, and creativity requires creative stimuli. If you’re trying to come up with new ways to do B2B marketing, but only follow B2B marketing examples, you’ll find yourself stuck in the same old B2B rut. Date & Time: “But I’m a B2B Marketer.” In order to do remarkable work, you need to draw on a range of different media and marketing campaigns. This is particularly true of social media applications like Facebook. For example, here are five Facebook pages that aren’t run by B2B companies, but that are still highly instructive to B2B marketers. Threadless B2B Content Marketing ) (>27,500 fans) — ZipCar is an urban car-sharing service. They have a lot of fun with their page and experiment with different ways of engaging people. They put a particular emphasis on contests. They hold (>2,300 fans) — All Things Jeep is an online store for Jeep clothing, jewelry and all other things. It’s a small business with a very active community of fans. Their page puts particular emphasis on photos. They have a fantastic fan photos section. They’re also very active in the comments of the page. In fact, their engagement might be part of the reason the community is so willing to share photos. B2B Lessons?last_img read more

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Google Introduces Analytics App Store

first_img marketing analytics .  You may come across an app that lets you organize your analytics in a way that helps you get more out of measuring your marketing.  The gallery is chock full of tools to help Analytics users understand their web stats.  It is currently divided into 12 categories, including business intelligence, campaign management, content management, data collection, e-commerce, , mobile solutions, phone call tracking, reporting tools, Originally published May 5, 2010 12:57:00 PM, updated October 20 2016 they should be Google’s Analytics Application Gallery Learn how to measure the effectiveness of Your web site. If you’re a Google Analytics user, take some time to browse the new gallery and check out Google’s Topics: If you’re a marketer, web analytics (different from  Today’s launch of will hopefully make it a little easier. The new gallery offers applications that extend Google Analytics’ reach deeper into specific areas like eCommerce and content management.  search optimization ).  Analytics help you determine how each of your initiatives are performing and can indicate whether you need to change or improve upon your existing programs.  In a nutshell, web and marketing analytics ) are a significant part of your marketing programs (and if they aren’t, Google Analytics Have you taken a look around the gallery? Are any of the offered tools useful to you? Share some of your favorite Google Analytics apps in the comments below. help you determine the ROI of your marketing efforts. Why is this helpful for marketers? Editor’s Picks email marketing Download the free video Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Trying to get more out of your Google Analytics? , site audit, and widgets & gadgets.  Currently, there are 38 available apps, though this number will continue to rise as developers submit their new apps to the gallery. to learn how to measure the effectiveness of your web site. Video: Marketing Analytics 101: How to Measure the Effectiveness of Your Websitelast_img read more

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Must Watch: 12 Awesome Social Media Tutorials

first_img Facebook ad campaign How to Get LinkedIn Recommendations , here are 12 video tutorials to help you properly set up many important basic functions. This post focuses on Duct Tape Marketing LinkedIn tip . Even if you don’t yet have a twitter account, do a quick The Facebook interface has changed a bit since How to Send Twitter Updates Through LinkedIn Duct Tape Marketing Thanks Donny for the link to the newer version of this video! The good people at  Common Craft Twitter Search in Plain English for an industry related topic or interest and you’ll be supprised at what you find. Learn how to automatically updated your LinkedIn status from Twitter in less than a minute. Thanks to profile to 100% complete. For those who have only used Twitter’s online interface, adding a Twitter client like Topics: explaining how to give and get recommendations on LinkedIn. posted this video about a year ago, but it’s still an accurate outline on how to create a , How to Import a Blog or RSS Feed into Facebook will help you get stared. LinkedIn . . TwinkedIn , and As the title suggests, this does fall somewhat into the “sneaky trick” category, but it works. Thanks to  video does a great job at explaining the basics of getting started. David Kirk of vividinsight How to Setup a Facebook Fan Page The Marketing Twins Donny Vaughn at   put together some awesome videos. In this example, they explain Twitter search in “plain english.” The key point of this video is that Twitter search is a Twitter search developers.facebook.com TweetDeck also known as a Facebook business page. John Jantsch at Howcast . LinkedIn Answers How to get your How to Use TweetDeck . If you haven’t tried using LinkedIn Answers, I highly recommended it. It’s a great place to make connections, find prospects and help brand yourself as a thought leader on a particular topic or industry. Facebook One Sneaky Trick to get more Twitter Followers to the mix will change your life. This video from John Jantsch at Tech-Recipes created this video outlining how to add a blog or RSS feed to into Facebook. How to Create a Facebook Ad LinkedIn How to Add a Facebook “Like” Button to Your Site Twitter Originally published Jun 3, 2010 10:00:00 AM, updated October 20 2016 social media marketing Facebook fan page MrInternetTips How to Use Twitter for Business does a great job of outlining the ins and outs of How to Use LinkedIn Answers  does a great job at explaining how to create a basic Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack , which are the three networks I reccommend everyone set up for themselves and/or their business. Leave a comment below and let me know if there are other social media outlets you would like to learn more about. SmartPassiveIncome . If you’re still wondering how to best use for Twitter for your businesses, this Another How to Create a 100% Complete LinkedIn Profile put together this awesome explaination of differt types of Facebook “like” buttons, and boxes that you can add to your website. For more information on the Facebook Like Button, visit These were some of the best videos I could find. Please let me know if you have other’s that you have found useful. Update 6/6/2010: powerful Social Media Marketing For those of you who are getting started withlast_img read more

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Why Controlled Content Loses and Free Content Wins

first_img force DVD renters to watch movie trailers?  Is 2010 the year to start clamping down on the distribution and availability of your content?  In a world that gives movie enthusiasts a plethora of ways to view movies, some legal and some illegal, I would argue; “no”.  .  Thank you for helping to make the world just slightly worse. Content Marketing Warner Brothers decided they wouldn’t just settle for a degraded user experience, they also wanted to make inroads in decreasing the distribution of their product.  Back in January, Warner successfully executed an agreement with Netflix (a company that has experienced huge success by making it easier to rent DVDs) that prevents Netflix from renting Warner movies until four weeks after they have been released.  A similar deal was signed in February with another innovator in the movie distribution space, Redbox, also preventing them from renting movies until four weeks after the initial release. night when a Warner Brothers marketer decided to deliberately and abruptly interrupt me.  After hitting “play” to watch the movie seems to think that is a dumb trend and is headed in the opposite direction. I sat down with my wife to watch a rented movie on Friday The DVD business is struggling right now.  According to the I would also like to give a special shout-out to Philips for inventing the technology specifically designed to prevent you from skipping DVD ads, patented here: Fine, I figured I would just skip the trailers one-by-one by pressing the skip chapter button; “cannot operate”.  Some swearing ensued followed by a desperate attempt to outsmart the DVD by ejecting the disc and then restarting it while pushing the menu buttons really fast.  No dice.  The only thing I could do was play each trailer at 3x speed, one-by-one, as each new trailer would put an end to my fast forwarding.  There is nothing more emasculating than not being able to control your own DVD player. , instead of South African rugby I was greeted with a barrage of unskippable movie trailers. Then in March, Warner Brothers decided to embrace the least innovative movie distributor in the space, Blockbuster, by actually signing a new contract allowing them to continue to rent DVDs immediately after they are released.  It’s almost as if they noticed that Blockbuster lost $435 million in the fourth quarter of 2009 and thought: maybe we shouldn’t hurt the people who distribute our product. Is it really good for business to , first quarter of 2010 data show that “U.S. DVD rental revenue fell 14% from a year ago” and DVD sales were down 13% in 2009. The economy is being blamed, and of course piracy is always an easy excuse.  In any event, forcing customers to watch commercials they don’t want to see on DVD’s they could only rent from one store cannot be helping. k8marieuk http://bit.ly/9MFNe0 I tried in vain to push all the buttons on the remote that might enable me to get past the unwanted nuisances.  I pushed “Top Menu”; no luck.  How about “Pop-Up Menu”?  Nope.  A simple message would appear on the screen saying: “cannot operate”.  Did the DVD magically and suddenly forget what the menu button is supposed to do?center_img Marketing Takeaway Inbound Marketing Originally published Jul 7, 2010 3:00:00 PM, updated July 11 2013 Topics: Inbound Marketing Today, huge quantities of content are available free of charge everywhere.  To compete, create high quality content and then give people a great user experience by making it easy to find and consume the content.  There are plenty of options out there and anything less will send potential customers elsewhere to get a more gratifying experience. Warner Brothers, go read Photo Credit: Warner Brothers In a world with ever increasing choice of quality content, Warner Brothers has made a decisive move to worsen the user experience of their product.  There is only one reason to disable the DVD functions during the previews; to try to force people to watch ads that they don’t want to see.  Where is my “unsubscribe” button?  Where is my do not call list?  Why can I not opt out of this unwanted advertising? Never in the history of the world has it been easier to get incredible content inexpensively and conveniently.  Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack LA Times and I want my 5 minutes back. Invictuslast_img read more

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The Key to More Leads? Create More Targeted Conversion Opportunities! [Data]

first_img Originally published Jun 7, 2011 8:00:00 AM, updated August 28 2017 HubSpot’s latest research, ” Lead Generation Lessons From 4,000 Businesses ,” reveals that the more landing pages a business has on its website, the more leads it generates. Specifically, our research found that businesses with 31 to 40 landing pages generated 7 times more leads than businesses with only 1 to 5 landing pages. And the numbers get even more impressive: businesses with over 40 landing pages generated a whopping 12 times more leads than those with only 1 to 5 landing pages.   So how do you go about creating an arsenal of landing pages? By creating an arsenal of offers! First, think about all the different types of offers you can create: Ebooks/whitepapersIndustry research reportsLive/archived webinarsRecorded videosDownloadable kitsFree trialsProduct DemosPersonal Consultations Offers Relative to the Sales Cycle The beauty of providing a variety of different offers on your website is that you’ll tremendously increase your chances of generating leads, and here’s why…First of all, not everyone who visits your website is at the same point in your sales funnel. A first time site visitor, for example, might not be ready to jump into a full blown product trial or demo but might be quite content to download an instructional ebook. Similarly, a frequent visitor might be further along in the sales cycle and be totally ready for that personal consultation you’re offering but not very interested in downloading yet another ebook or webinar. Consider this when creating offers and offer a good balance of both top-of-the-funnel and middle-of-the-funnel offers. Similarly, consider also offering a healthy balance of content offers (like ebooks, webinars, kits) compared to offers that involve human interaction such as demos or consultations. Offers Relative to Customer Personas Sure, you could create a separate landing page with a form for each of these types of offers to increase your chances of converting site visitors into leads, but that’s only the beginning. What about getting even more targeted?Face it: your target customer isn’t exactly very one-size-fits-all. While you may have a pretty good sense of the types of customers your products and services attract, chances are there is still some variation among them. This is where marketing personas are helpful. To use HubSpot as an example, we have identified two main types of customers (marketing personas) that are a good fit for our marketing software : Owner Ollie (small business owners) and Marketing Mary (marketing managers in companies with dedicated marketing departments). Understandably, a Marketing Mary might not be particularly interested in the same topics an Owner Ollie is interested in, and vice versa.Now, think about all the different types of offers we just talked about. Can you create an ebook that targets one of your specific marketing personas? Or maybe an opportunity for a different marketing persona to request a specific type of demo relative to their interests? What about one of each? Or one of each for each type of offer? Holy cow — the possibilities are endless! The Benefit of Personalized Offers The good news is that, by offering a variety of different types of offers that appeal to different points in the sales process or different customer personas, you’ll maximize your lead generation efforts with the ability to capture even more site visitors as leads. And as an added bonus, with all the dedicated landing pages you’ll be creating to house your multitude of offers, you’ll also be giving Google and other search engines more website pages to index, giving your website a boost of SEO juice.The personalization of marketing is a hot topic lately, and more and more marketers are beginning to understand the value of more targeted and personalized marketing campaigns . So, are you getting personal enough in your business’ marketing? How else can you vary your offers? Have you noticed a causal relationship between the variety and wealth of offers you create and the number of leads you generate? Photo Credit: cliff1066 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Lead Generationlast_img read more

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