Author Archives: Melissa Horwitz

How tech-based learning spaces are helping spark creativity

Editor's note:Teachers are uniquely inspiring people. It takes a teacher to innovate in the classroom and inspire a love for learning. We had a great time celebrating these everyday heroes at ISTE this week, and we wanted to highlight a few of them below. Check out the #GoogleEdu and #ISTE2016 hashtags to get a recap of what went on in Denver this week.

The teachers at Laguna Beach Unified School District in California andSun Prairie Area School District in Wisconsin wanted to give their traditional classroom a reboot. By upending the typical classroom layout that confines students to desks and teachers to the front of the room, they increased student engagement, introducing technology, hands-on learning and group activities.

Laguna Beach designs learning spaces to enhance engagement through movement 

“The classroom is the most neglected element in education right now,” says Mike Morrison, chief technology officer at Laguna Beach Unified School District. “You’ll find rooms with dark projectors, the lights out and the blinds drawn. How could these dark spaces inspire learning?” At Laguna Beach, Morrison and 15 teachers plunged into research on the impact that environment has on the senses — and tested technologies, furniture and even colored lighting. The core elements, says Morrison, boiled down to flexible furniture, multiple monitors and audio amplification.

To replace bulky desks that were designed decades ago to be placed in rows, Morrison and his team chose desks and chairs with wheels that can revolve in any direction. This frees up teachers and students to quickly group desks together and direct attention at any part of the classroom — or at each other. There are standing desks as well, giving students the option to have their legs engaged — a boon for students dealing with attention-deficit disorders, Morrison says.

More monitors and whiteboards provide more space for students to work as teams, instead of just watching the teacher up front. “The walls can then become anything we want them to be,” says Morrison — a place for a test review, a team project or solving a math problem as a class.

Morrison and his team also changed the audio and lighting to help set the mood for different types of learning and make it easier for teachers to be heard. Teachers wear lanyard microphones connected to each classroom’s speaker system. “A teacher who spends the day shouting to be heard is stressed, and so is the class,” Morrison says. Teachers use lighting to change wall colors depending on the activity — yellow to encourage quiet reading time, blue for creativity and brainstorming.

About 40 classrooms have been reconfigured to date, with 20 more to come this summer — and the change is palpable, Morrison says. “Teachers are walking around more, and they’re in touch with what students are doing,” Morrison says. “The atmosphere in classrooms is also much calmer.” 

Laguna Beach Unified School district put together this fun video — a takeoff on TV’s “The Office” — showing off the classroom improvements.
2015 SchoolPower Fund-A-Need

2015 SchoolPower Fund-A-Need

Classrooms become technology incubators for Sun Prairie Area students 

At Sun Prairie Area School District, teachers are inspiring students to be entrepreneurial and engage with technology. They found that by creating dedicated spaces without any of the usual trappings of a classroom, they could motivate students to break out of their comfort zones and think more outside the box.

One of these learning spaces, “Fab Lab,” was created by Stephanie Breunig, a media specialist for the district’s Cardinal Heights Upper Middle School. Students can use the Fab Lab for school or personal projects. The lab has Legos, digital and GoPro cameras, art supplies, circuit boards and software such as GarageBand, recording software for music and Final Cut Pro, a video editing software. In the Fab Lab, students work with teachers to create their own videos or music mashups and internet memes. They've even started learning 3D printing and robotics.
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Student working on a project in the Fab Lab

At Sun Prairie Area, teachers are also evolving learning spaces inside the classroom. With Google Maps, students take virtual tours of the world in their geography lessons, learning details about other cultures that they couldn’t find on a regular map. “Students use Google Maps to explore and take interactive tours of other countries,” says Tim Mortensen, 6th and 7th grade social studies teacher at Patrick Marsh Middle School. “When we learned about the pyramids, they could actually see them on the map and they started asking questions about what they’re made of. Some students even explored the surrounding area, wanting to know more about the hotels and restaurants in Egypt and asking questions like why the McDonalds there has different items on the menu.”

“Literacy no longer means just reading and writing words on a page. Technology has created a new definition of literacy that includes digital,” says Curt Mould, director of innovation, assessment and continuous improvement at Sun Prairie Area School District. To teach with technology, teachers are creating learning spaces defined by interactive learning and experimentation.

Laguna Beach and Sun Prairie Area School Districts have discovered just a few of the ways that disrupting the traditional classroom environment can help engage students. From exploring the world with online activities, to simply taking the classroom outside for a lesson, there are an infinite number of ways that teachers all over are creating new learning spaces to inspire students. Is your school district trying to reinvent the rooms where learning happens? Tell us about your plans to inspire curiosity in the classroom environment.

Source: Education


How one teacher discovered the perfect teaching tool: a business

Editor's note: Teachers are uniquely inspiring people. It takes a teacher to engage students, bring the classroom alive and turn classroom concepts into lifelong passions. We’re thrilled to celebrate everyday heroes like Matt from High Tech High, whose story is below, at ISTE this year in Denver. If you’ll be at the conference, stop by booth #2511 in the expo hall to demo the latest Google for Education tools. We’ll also be sharing over 50 presentations from educators and Googlers in room #103. 

San Diego’s High Tech High encourages its teachers and students to think outside the box. Instead of traditional curricula, the school emphasizes experiential projects and student-teacher equality, like using teachers’ first names in the classroom. These are some of the many reasons why Matt Martin has been teaching chemistry there for 4 years. In keeping with High Tech High’s interdisciplinary approach to learning, Matt’s students aren’t just amateur chemists — they’re entrepreneurs-in-the-making who use knowledge from all of their classes to take on classroom challenges.

Matt wants his students to learn about the real-world applications of chemistry, not just the contents of their textbooks. Matt and his students work together on projects, like the Mad Scientist program, which gives students the opportunity to design their own experiments. When one student had the idea of making soap with sodium hydroxide, otherwise known as lye, Matt saw the potential to turn a one-time experiment into a full-fledged business. All the students needed was a name. They came up with the Wicked Soap Company, an e-commerce business dedicated to handcrafted soaps. With help from some real-world scholars, John Cahalin and Elyse Burden, Wicked Soap Company has grown into a self-sustaining enterprise. While initially only 20 percent of the soap students produced was usable, the class has boosted the number to 80 percent over time.

Matt’s students love working for Wicked Soap Company. It has encouraged them to take pride in the uniqueness of their education. “The soap project was an amazing experience and was the first time I had ever done anything like it,” said one of Matt’s tenth-grade students. “ I became a business strategist, selling soap to people from all around the world and informing them about something that separates us from all chemistry classes.”
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Matt Martin, chemistry teacher at High Tech High

A formula for success 

Students were so eager to get involved with Wicked Soap Company that Matt decided to extend the project over multiple semesters. Matt’s 50 chemistry students — and dozens more supporting the company — rely on technology like Chromebooks and Google Apps for Education that let everyone participate and learn together. As technology becomes increasingly vital to education, the guidance and instruction teachers like Matt provide has never been more important.

Many of Matt’s students have also discovered the intersection of their skills and interests. By merging students’ various interests — whether it’s in math or English — Matt created a classroom experience like no other. “I’ve learned so much more than just science, or making soap,” said another tenth-grader, “I’ve also learned about the dynamics of entrepreneurship. There was nothing more satisfying than watching people buy and admire something that I made.” Students haven’t just earned experiences, though — they’ve earned profits.
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Student from Matt's class making soap

With Matt’s guidance, students have enthusiastically used Wicked Soap’s profits to give back to their community. They’ve donated over 1,000 bars to local homeless shelters. Students also purchased a motorized wheelchair for a senior student who would attend UC Irvine in the fall. When a community member’s house burned down, students donated all of their income the next day in support. It hasn’t been all work and no play for Wicked Soap’s staff, though. Students have gone on outings they wouldn’t have been able to attend otherwise, like a trip to see the Padres take on the Rockies.


There’s no doubt Matt takes an unconventional approach to teaching chemistry, and students are more engaged in the subject as a result. “I walked into this class knowing nothing about chemistry,” said one of Matt’s students. “Now I feel like I have learned so much and am more interested in chemistry. I even want to do experiments on my own time now that I have been introduced and shown how to run an experiment.”

Wicked Soap Company, the fruit of Matt’s Mad Scientist program, shows how it takes a teacher to create engaged, successful students. As a chemistry teacher, Matt didn’t just teach how to make solutions and compounds — he showed his students how to discover their passions.
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Wicked Soaps, almost ready for sale

If you’ll be at ISTE in Denver, come visit our Booth #2511 in the Expo Hall and our Session Room #103 to hear more stories like this one.

Source: Education


Protect your brand and budget with Video Verification

With increasing video spend in digital and the higher media cost of in-stream video ads, it’s crucial for marketers to understand where their video ads are running and whether they were actually seen by their intended audience. As a first step to address this need, we announced the availability of Active View, Google’s viewability metric, for Video in January. Today, we are excited to build on this with the launch of Video Verification, now available to customers on the DoubleClick Digital Marketing platform, globally. Video Verification enables advertisers to gain insights unique to video to help ensure they’re getting what they planned and paid for.

Advertisers can now confirm not only that their ads are viewable, but that every view is as prominent as possible. This means you’ll know whether your video ads are mostly displayed in large players, front and center, or in little players off to the side. With these insights, advertisers can take steps to ensure that every video dollar spent goes toward high-quality, relevant inventory.

With DoubleClick Verification, here’s what advertisers will be able to measure for video ads, including those that run on YouTube:
  • Average player size
  • Average player position
  • Measurable impressions for player size and position
  • Viewable video impressions
  • A graphical illustration of player size
  • Number of impressions that were muted at start
  • Prominence score (low, medium, or high), which is calculated by combining the above metrics
    Video Verification UI. Player size: red = small, blue = large, green = HD

MEC uses DoubleClick Verification to ensure brands are safe, smart, and cutting edge online
As one of the world’s leading media agencies, MEC is committed to getting the highest-quality, most relevant and cost-effective buys for its clients. To ensure their clients’ messages only appear next to brand appropriate content and that their marketing dollars are well spent, MEC started using DoubleClick Verification.

With DoubleClick Verification built right into the DoubleClick Digital Marketing platform, the team has access to unified data, which helps them make better decisions across search and display.
The team also found that they save 48 hours of turnaround time on every campaign since DoubleClick Verification requires no extra work, such as tagging. This makes the team more efficient and ensures campaigns launch on time.

Beyond peace of mind and time savings, MEC has moved from a reactive to a proactive approach to protect their clients’ brands. Tools like ad blocking guarantee that ads only appear next to brand safe content. For example, MEC recently implemented ad blocking for a major healthcare client to ensure their ads don’t appear on websites containing adult content, which could damage the healthcare firm’s brand.

To learn more about the team’s approach and results, read the full case study here.

Below are upcoming events and available resources to help you learn more about DoubleClick Verification:
  • Join Oren Mor, Product Manager for DoubleClick Verification, in a Hangout on Air at 12pm EST / 9am PST on Tuesday, February 24th. Register here.
  • Download the whitepaper, “5 Keys to Protecting Brand and Budget,” which guides advertisers through the process of evaluating a winning verification solution.
  • Visit the Help Center.
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“with DoubleClick” 2014 wrap-up

Increasingly, marketers are looking to integrate their digital marketing efforts in order to get better campaign performance, while also benefiting from workflow efficiencies for their teams. To celebrate and learn from the successes these teams are seeing, we launched with DoubleClick, highlighting stories and perspectives from marketers and agencies about how integrated platforms are changing how they work, creating bigger impact, and fueling better decisions.

We kicked off the series with a recent study, “Adding Data, Boosting Impact,” where the Boston Consulting Group found that marketers who use an integrated platform to power their programmatic buying are seeing major uplifts in performance and engagement. The study, now published on Think with Google, identifies five steps marketers should take to achieve these uplifts.

And throughout the series, we highlighted specific marketers and agencies who realized similar gains. Like Neo@Ogilvy, and how they freed up 40 hours per week with more streamlined workflows, and how Kia improved their CPA by 30% with powerful attribution tools. We saw how T-Mobile eliminated static backup images by 85% with HTML5, and how the Kellogg Company increased their ad viewability rate to over 70%. Dive in to learn about these and many more success stories.
Today we wrap up the series, but stay tuned for more with DoubleClick customer spotlights in 2015.

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with DoubleClick: Kellogg dishes up offline sales and increases viewability with programmatic buying

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

Kellogg Company is a century-old marketer with some of the world’s most trusted brands. Kellogg’s vision is to enrich and delight the world through foods and brands that matter, and digital marketing plays a key role in helping them move consumers through the path to purchase. The cereal powerhouse adopted DoubleClick Digital Marketing for programmatic buying. Using the unified platform, they were able to gain a holistic view of the consumer, deliver the right message to the right person, and ensure that their digital marketing efforts delivered maximum effectiveness.
Kellogg recognized that traditional marketing channels often aren’t enough to reach consumers in today’s digital age. To help solve for this, Kellogg embraced programmatic buying as a key part of their digital strategy to stay at the forefront of changing consumer behavior. “Programmatic buying has played a significant role in our digital marketing strategy,” said Aaron Fetters, director of Kellogg’s Insight and Analytics Solution Center. “It’s an opportunity to drive further success in our core metrics for digital advertising, and to use data and technology to deliver our message to the target audience.”

Formulating the right key performance indicators (KPIs) for their digital marketing campaigns was vital in reaching Kellogg’s goal of driving offline sales. And for this, the right digital measurement tools were critical. One of Kellogg’s main KPIs was ad viewability, and with programmatic buying and measurement solutions from DoubleClick, Kellogg’s viewability rate increased to over 70%. “It's amazing the impact you can have on a measurement like viewability, when you focus on it, plan for it, and optimize for it,” Fetters said.

DoubleClick solutions have helped Kellogg refine the targeting and frequency of their digital campaigns, and the team is confident that with DoubleClick they’re reaching the right consumer and managing their campaigns more effectively. The food company is now two to three times better at ensuring their impressions go directly to the consumers they most want to reach.

To learn more about the team's approach and results, watch the video below and check out the full case study here.
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Protect your brand and budget: 8 major updates to DoubleClick Verification

Today we’re excited to announce a complete revamp of DoubleClick Verification to help marketers protect their brand and budget, and empower them with confidence to invest in digital.

As a digital marketer today, you can deliver the right message to the right user at the right time and place. But with the rich options in formats, inventory sources, and types of buys, it’s crucial that your messages reach your audience as intended, and that you're getting what you planned and paid for.

We launched DoubleClick Verification in 2012 to ensure just this. Seamlessly integrated into the DoubleClick Digital Marketing platform, DoubleClick Verification was built to give advertisers more confidence with their digital investment. It’s designed to be a natural extension of campaign workflow, to be a part of every campaign to ensure that brands and budgets are protected. Today we’re excited to share with you 8 major new features in DoubleClick Verification.

Robust insights: Verification covers all the potential brand safety and waste issues that can hamper a digital campaign. This means you get insights about contextual and geographic issues, viewability, and spam and fraud.
  • Custom classifiers allow you to create custom categories based on what’s suitable for your brand. DoubleClick Verification has always reported on a rich set of predefined, industry-standard categories that give you contextual insight into where your ads served - like adult, violence, alcohol, politics, etc. Custom categories go beyond this by allowing you to specify more granular categories. For example, an airline may want to avoid advertising next to content about plane crashes specifically.
  • Digital Content Labels: Just as movies are given ratings such as PG, PG-13, and R, websites, videos, and mobile apps are classified according to the brand safety of the content. You can now target inventory in DoubleClick Bid Manager with labels that range from "DL-G", which corresponds to content that's suitable for general audiences, to "DL-MA", which corresponds to content suitable only for mature audiences. Digital Content Labels provide a consistent definition for brand safety across all Google advertising products - including DoubleClick, YouTube, GDN & AdMob.
  • Viewability and Report Builder integration: Active View, Google’s solution for measuring and buying viewable impressions, is now built directly into DoubleClick Verification, as an important part of the solution to analyze and eliminate all potential waste. In addition, you can now add Verification data to Report Builder reports, allowing for more customization and the ability to schedule reports.
Coverage across formats, screens, and channels: DoubleClick Verification works in all the ways your campaigns work - protecting your brand in all scenarios across formats, screens, and channels.
  • Video verification (coming soon): With double-digit growth predicted for digital video advertising for the next four years*, video verification is critical for marketers. You will now have access to insights unique to video like player size and location. This means you’ll know whether your video ads are mostly displayed in large players, front and center, or in little players off to the side.
Objectivity and transparency: We’ve built DoubleClick Verification to ensure utmost objectivity and transparency.
  • Updated spam filtering & fraud detection: At Google, we take fraud protection very seriously. With over 100 engineers committed to this effort, we removed more than 350 million bad ads from our system last year**, and in February, we acquired spider.io, a company that has built a world-class ad fraud fighting operation. DoubleClick Verification draws from Google’s extensive spam and fraud expertise, and we’ve recently updated spam filtering with pre- and post-bid filtering capabilities. With a growing set of sophisticated filters, pre-bid blocking avoids buying fraudulent impressions in the first place, and post-bid filtering automatically purges fraudulent impressions from reporting and billing, so you get accurate reporting and don’t have to pay for these impressions.
Action in real-time: DoubleClick Verification empowers action in real-time through automation.
  • Ad blocking automatically prevents ads from serving in unwanted locations and contexts across display, mobile web, and video inventory. Serve-time blocking protects your reservation-based campaigns in real-time. Pre-bid blocking protects your programmatic buys by blocking the bids on impressions that would serve in undesired contexts. And your settings are synced between your reservation and programmatic buys.
  • Custom alerts and notifications deliver straight to your inbox exactly the information you need to know to ensure that your campaigns are running as expected and that you're getting what you paid for. For example, you can set a preference to receive an alert if more than 5% of your ads appear on violent content, or if more than 3% of your campaign is serving in off-target geographies.
MEC, one of the world’s leading media agencies, has been testing many of these features - including ad blocking - and has already seen great success. Nick Foord, Analytics Consultant, told us, "Buying digital media is much more complex today than it used to be. Transparency into where ads are serving is critical to ensuring our ads are being served in the right place, and next to the right content.” Steve Richards, Digital Technology Manager added, “Appearing in an inappropriate place online could really damage a brand’s reputation. Ad blocking has removed a huge amount of risk for us, and allowed us to take a proactive approach to protecting our clients’ brands.” Look for more details on MEC's success story in the coming weeks.

To learn more about DoubleClick Verification:
  • Download the new whitepaper, “5 Keys to Protecting Brand and Budget,” which guides marketers through the process of evaluating a winning verification solution.
  • Watch the training videos on Ad Blocking and Active View in Verification, and look out for additional deep dives on the blog in the coming weeks.
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*“US TV Ad Market Still Growing More than Digital Video,” eMarketer, June 12, 2014. http://www.emarketer.com/Article/US-TV-Ad-Market-Still-Growing-More-than-Digital-Video/1010923
**“Busting Bad Advertising Practices — 2013 Year in Review,” Google, January 2014. http://adwords.blogspot.com/2014/01/busting-bad-advertising-practices-2013.html

with DoubleClick: Matalan boosts conversion rate 28%

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

As one of the UK's leading family clothing retailers, Matalan must be nimble -- faster decisions mean better customer engagement and more sales. So they worked with Morpheus Media to implement Google Analytics Premium with DoubleClick Campaign Manager to provide Matalan with more powerful insights and help them make better business decisions, faster.

Matalan was already using DoubleClick Campaign Manager to centralize their digital marketing and reports. Adding Google Analytics Premium side-by-side showed them campaign effectiveness even more clearly, allowing them to uncover the hidden value of their digital marketing efforts, like transactions where digital advertising had assisted a conversion on another channel.

“It’s really helpful to be able to see one channel that might not be a heavy hitter in terms of revenue or traffic has an impact in creating a conversion on another channel,” says Lee Pinnington, Matalan's Multi-Channel Marketing Director.
With a complete view of their digital marketing ROI thanks to the integration of DoubleClick Campaign Manager and Google Analytics Premium, Matalan was able to put their marketing dollars where they would truly be most effective. And the results were dramatic: a 28% rise in conversion rate and significant growth in both site visits and revenue.

To learn more about Matalan's approach, check out the full case study.

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with DoubleClick: KLM flies high with 200% increase in ROI

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

KLM, one of the world’s largest airlines, serves over 20 million passengers each year. With 70% of these passengers outside of their home market, the Netherlands, digital marketing has given KLM the opportunity to reach their audience at scale, while at the same time personalizing their communication.

One of KLM’s main goals was to bring new visitors to their website to purchase plane tickets. They began using DoubleClick for programmatic buying in order to reach these prospects efficiently. “From the beginning, the advantages of bringing programmatic buying in-house were clear: transparency in the costs, control over the costs, and a much more effective campaign setup,” says Arjan Grootveld, Display Marketing Manager at KLM.
And they saw real uplift in efficiency over media spend. Grootveld told us, “If we look at our prospecting campaigns, if we compare pre- and post-programmatic, we see really see a decrease in costs.” At the same time, they were able to decrease CPA by 50%, and increase ROI by 200%.

The team at KLM is confident that programmatic buying has paved the way for innovation, and they see it as a huge enabler for the future.

To learn more about KLM’s approach and results, watch the video below:
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with DoubleClick: Kia gears up with 30% improvement in CPA

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

After more than a decade in the market, Kia has more than 200,000 cars on Australian roads. As the traditional path to purchasing cars has shifted toward digital, Kia needed a better way to understand its media mix and optimize its digital campaigns.

One of Kia’s main challenges was that its data was divided among multiple digital marketing platforms, each collecting different information about the same consumer. This made it difficult to understand the buyer’s behavior on the path to purchase. To tackle this problem, Kia and its media agency, Initiative, adopted DoubleClick Digital Marketing to manage all of Kia’s digital marketing efforts across search, display, video, and mobile.

Using one unified platform, the team was able to eliminate the multiple silos of data, remove reporting discrepancies, and develop a holistic view of the Kia customer. “The benefit of using DoubleClick is that we got a single reporting solution across all of our digital platforms,” says Simon Flaxman, Initiative commercial director.

With all data in one place, Kia and Initiative began taking advantage of the DoubleClick attribution tools to help them analyze every step of the customer journey, not just the last click. This allowed them to more accurately credit different publishers, channels, and screens. Using the Attribution Modeling Tool, they began testing various budget scenarios for individual publishers and channels, which was helpful for planning future sales cycles.
Since adopting the DoubleClick Digital Marketing platform, Kia has reduced its CPA by 30%. Today, Kia is focused on “winning in the middle” of the sales funnel, and doesn’t just look at the last click. It has the tools in place to accurately measure and gain insights into all of its digital activity, in real-time, on a single platform.

To learn more about Kia’s approach and results, watch the video below and check out the full case study here.

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with DoubleClick: Periscopix drives 330% increase in clients’ conversions

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

As leading specialists in SEM, Periscopix was looking to extend its digital marketing offering to include display. With core competencies in optimization and performance, the team saw the growth of programmatic buying as the perfect opportunity to begin optimizing their clients’ campaign across channels.

Periscopix adopted DoubleClick Digital Marketing for all of their digital efforts, from building creatives, to executing across reservations and programmatic, to measurement and optimization. By implementing the unified platform, Periscopix was able to efficiently expand into display, while staying true to its reputation for transparency and performance.

The results speak for themselves. In a 90-day period, the conversion rate among Periscopix clients increased 509%, and post-click conversions increased 330%. At the same time, they saw a 158% increase in site traffic across all clients.


To read more about how Periscopix is driving success across channels, read the full case study here.

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