Social Media in Silicon Valley (& Colombia not Columbia)
-
Upload
marketingxlerator -
Category
Business
-
view
749 -
download
1
Transcript of Social Media in Silicon Valley (& Colombia not Columbia)
![Page 1: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/1.jpg)
Cnfidential MarketingXLerator
Social Media in Silicon Valley (& Colombia not Columbia)
Natascha Thomson, Marke=ngXLerator
March 24, 2015
![Page 2: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/2.jpg)
Cnfidential MarketingXLerator
A Presenta3on by Marke3ngXLerator in Collabora3on with Globaltech Bridge
2
![Page 3: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/3.jpg)
Cnfidential MarketingXLerator3
![Page 4: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/4.jpg)
Cnfidential MarketingXLerator
Quiz J:
Name this Silicon Valley Celebrity
4
![Page 5: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/5.jpg)
Cnfidential MarketingXLerator5
![Page 6: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/6.jpg)
Cnfidential MarketingXLerator6
Mark Zuckerberg, CEO
![Page 7: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/7.jpg)
Cnfidential MarketingXLerator7
![Page 8: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/8.jpg)
Cnfidential MarketingXLerator8
Larry Page & Sergey Brin, Founders
![Page 9: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/9.jpg)
Cnfidential MarketingXLerator9
![Page 10: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/10.jpg)
Cnfidential MarketingXLerator10
Sheryl Sandberg, COO #LeanIn
![Page 11: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/11.jpg)
Cnfidential MarketingXLerator11
![Page 12: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/12.jpg)
Cnfidential MarketingXLerator12
Jeff Weiner, CEO
![Page 13: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/13.jpg)
Cnfidential MarketingXLerator13
![Page 14: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/14.jpg)
Cnfidential MarketingXLerator14
Dick Costolo, CEO
![Page 15: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/15.jpg)
Cnfidential MarketingXLerator15
![Page 16: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/16.jpg)
Cnfidential MarketingXLerator16
Reid Hoffman, Co-‐Founder
![Page 17: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/17.jpg)
Cnfidential MarketingXLerator
Today’s Agenda • Why Social Media? • Marke=ng has Changed • Social Media Strategy 101 • Get Ready for Digital Transforma=on
17
![Page 18: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/18.jpg)
Cnfidential MarketingXLerator
3 Reasons You Need to Be On Social Media
18
1. If you don’t listen, you can’t respond 2. If you can’t be found, you don’t exist 3. If your audience is there, your compe==on is also
![Page 19: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/19.jpg)
Cnfidential MarketingXLerator
Which Social Channels Do You Use?
Audience Results: 1. Facebook 2. LinkedIn 3. Twi_er
19
![Page 20: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/20.jpg)
Cnfidential MarketingXLerator
…in 160 Characters
20
![Page 21: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/21.jpg)
Cnfidential MarketingXLerator21
![Page 22: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/22.jpg)
Cnfidential MarketingXLerator22
![Page 23: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/23.jpg)
Cnfidential MarketingXLerator
Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke=ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.
![Page 24: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/24.jpg)
Cnfidential MarketingXLerator
Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke=ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.
Get 25% off with promo code ADD12:
h]p://www.happyabout.com/42rules/b2bsocialmediamarke3ng.php
![Page 25: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/25.jpg)
Cnfidential MarketingXLerator
Example: Celebrity
25
![Page 26: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/26.jpg)
Cnfidential MarketingXLerator
Example: Global B2B Brand
26
![Page 27: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/27.jpg)
Cnfidential MarketingXLerator
Example: Global B2C Brand
27
![Page 28: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/28.jpg)
Cnfidential MarketingXLerator28 Source: Sta3sta
![Page 29: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/29.jpg)
Cnfidential MarketingXLerator29 Source: Sta3sta
![Page 30: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/30.jpg)
Cnfidential MarketingXLerator30
Source: Our Digital Coach.
![Page 31: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/31.jpg)
Cnfidential MarketingXLerator
Colombia vs. USA
31
![Page 32: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/32.jpg)
Cnfidential MarketingXLerator
Colombia vs. USA
32
![Page 33: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/33.jpg)
Cnfidential MarketingXLerator33
![Page 34: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/34.jpg)
Cnfidential MarketingXLerator34
![Page 35: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/35.jpg)
Cnfidential MarketingXLerator35
Source: La3n Post
![Page 36: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/36.jpg)
Cnfidential MarketingXLerator36
Source: La3n Post
![Page 37: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/37.jpg)
Cnfidential MarketingXLerator
Marke=ng has changed
37
![Page 38: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/38.jpg)
Cnfidential MarketingXLerator38
Source: Hubspot
![Page 39: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/39.jpg)
Cnfidential MarketingXLerator
Tradi=onal vs. Inbound
39
![Page 40: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/40.jpg)
Cnfidential MarketingXLerator40 Source: Sta3sta
![Page 41: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/41.jpg)
Cnfidential MarketingXLerator
Facebook Twi_er LinkedIn Blogs
41
![Page 42: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/42.jpg)
Cnfidential MarketingXLerator42
![Page 43: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/43.jpg)
Cnfidential MarketingXLerator
Owned vs. Earned vs. Paid Examples: • Owned
– @NaThomson, @SAP, @Polycom
• Earned / Organic – LinkedIn Groups, Blog
syndica3on, comments on other’s blogs
• Paid – CIO.com, Forbes
advertorial, LI ad, Twi]er promoted account
Source: SmartInsights.com
![Page 44: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/44.jpg)
Cnfidential MarketingXLerator
Twi]er Tac3cs
• #Hashtags, Trends • TweetChats • Contests • Promoted Accounts • Promoted Tweets • Twi]er Cards
![Page 45: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/45.jpg)
Cnfidential MarketingXLerator
LinkedIn Tac3cs
§ Status Updates (Profile/Company Page) § Company Page § Join/Engage in/ Run a Group § Write LI Blog § Adver3sing § Leverage Ad tool for segmenta3on § Comment
45
![Page 46: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/46.jpg)
Cnfidential MarketingXLerator
Facebook Tac3cs • Have acontent strategy that focuses on pictures, stories,
videos • Create emo3ons, • Make sure to turn “Likes” into more (or drive traffic
somewhere else) • Organic Reach only 2% • B2C brands say it works well if you pay
46
![Page 47: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/47.jpg)
Cnfidential MarketingXLerator47
Blog • Blog about your area
of exper3se & passion.
• Tell a story – don’t pitch products.
• Fill informa3on gaps for your audience.
• Engage through downloads, of videos & other relevant content.
![Page 48: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/48.jpg)
Cnfidential MarketingXLerator48
![Page 49: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/49.jpg)
Cnfidential MarketingXLerator
70-‐90% of the buyer’s journey complete prior to engaging vendor.
![Page 50: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/50.jpg)
Cnfidential MarketingXLerator
Buyer Cycle: Past
50 The Consumer Decision Journey, McKinsey.
![Page 51: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/51.jpg)
Cnfidential MarketingXLeratorSource: Forrester Research 51
Buyer Cycle: Present
![Page 52: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/52.jpg)
Cnfidential MarketingXLerator
Social + Local + Mobile =
SoLoMo
52
![Page 53: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/53.jpg)
Cnfidential MarketingXLerator
Social Media Strategy
53
![Page 54: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/54.jpg)
Cnfidential MarketingXLerator
Strategy Elements
1. Objectives 2. Target Audience 3. “Watering Holes” 4. Tactics 5. Execution 6. Monitoring 7. Fine-Tuning
![Page 55: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/55.jpg)
Cnfidential MarketingXLerator
Target Audience
55
Customer base
Market Segments Industries
Geos
LoBs
Net New / Install Base
Titles, Roles
SMB, Enterprise Retail, Finance
Latin America North America
![Page 56: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/56.jpg)
Cnfidential MarketingXLerator 56
![Page 57: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/57.jpg)
Cnfidential MarketingXLerator 57
![Page 58: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/58.jpg)
Cnfidential MarketingXLerator
Tac=cs
![Page 59: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/59.jpg)
Cnfidential MarketingXLerator
Consumer engages with 11.4 pieces of content prior to purchase.
![Page 60: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/60.jpg)
Cnfidential MarketingXLerator
Content is not King. Content in Context is King.
![Page 61: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/61.jpg)
Cnfidential MarketingXLerator 61 Source: Al3meter – 2014 State of Digital Transforma3on
![Page 62: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/62.jpg)
Cnfidential MarketingXLerator 62
![Page 63: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/63.jpg)
Cnfidential MarketingXLerator
Digital Transforma=on It’s all about CX
63
![Page 64: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/64.jpg)
Cnfidential MarketingXLerator
Customer Experience (CX)
Social Business = DATA aggrega3on & analysis in context
• Personaliza=on • Automa3on • Predic3ve Marke3ng (behavioral pa]erns) Requires Organiza3onal Transforma3on
64
![Page 65: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/65.jpg)
Cnfidential MarketingXLerator
A Word of Cau=on: Have a REAL Password or…
65
![Page 66: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/66.jpg)
Cnfidential MarketingXLerator 66
![Page 67: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/67.jpg)
Cnfidential MarketingXLerator 67
![Page 68: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/68.jpg)
Cnfidential MarketingXLerator 68
h]ps://www.youtube.com/watch?v=aDycZH0CA4I
![Page 69: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/69.jpg)
Cnfidential MarketingXLerator
Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke=ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.
![Page 70: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/70.jpg)
Cnfidential MarketingXLerator
Social Media E3que]e 1. Never blatantly pitch your company or product 2. Listen to “conversa3ons” before you “talk” 3. Be respecrul, kind, and add value 4. Imagine your posts will appear on the front page of the NYTimes
(they could) 5. If somebody gets “nasty”, don’t engage in an online argument.
Ideally, try to work it out “off-‐line”. 6. Don’t men3on religion, race, poli3cs, sex
70
![Page 71: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/71.jpg)
Cnfidential MarketingXLerator
Buyer Cycle: Present
71 The Consumer Decision Journey, McKinsey.
![Page 72: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/72.jpg)
Cnfidential MarketingXLerator
The 12 Commandments of Social Media
Thou shalt: 1. Determine thy organiza3on's goals for social media. Social media shall be
employed under a flexible plan to meet those goals. 2. Know thy target audience and community. 3. Know thy organiza3onal culture and voice. Speak to your audience in your voice. 4. Listen. If you do nothing else, listen to what people are saying about your
organiza3on, products or services, compe3tors and environment. 5. Be social. It is called SOCIAL media: Engage your community. 6. Be pa3ent but measure results! Progress takes 3me but must be monitored. 7. Not a]empt to be on every plarorm. Priori%ze on the social pla-orms that meet
your objec4ves, audience, and resources best. 8. Be authen=c 24/7/52. 9. Show thy passion. Involve your stakeholders emo3onally. 10. Be consistent with message, principles and tone. 11. Produce great targeted content. 12. Use good manners. If you are angry delay your post or tweet and read it again
before pos3ng.
72 Source: Professor Gary Schirr; LinkedIn Blog; with edit to #7.
![Page 73: Social Media in Silicon Valley (& Colombia not Columbia)](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a66b971a28abf17e8b4790/html5/thumbnails/73.jpg)
Cnfidential MarketingXLerator
“Engage the customer in a collabora%ve conversa4on
in order to provide mutually beneficial
value”.
Paul Greenberg