A Beginner’s Guide to Snapchat for Business

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A few years ago, Snapchat was simply a way for millennials to keep themselves entertained, send the occasional questionable selfie, and share other short-lived content. As the app’s messages “self-destruct” after a few seconds, users appreciated the novelty and security unique to this app. But things have changed. At four years old, Snapchat now has over 150 million users – making it bigger than Twitter. And while the majority of these users are still females between the ages of 13 and 34, the demographic is quickly expanding into older (and male) audiences. Despite the rapid growth and massive audience available on Snapchat, businesses and marketers have been slow to adopt the platform for promotional purposes. After all, how can you make videos and photos that disappear within 10 seconds to 24 hours a worthwhile investment?

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AdColony

AdColony is a mobile video advertising company whose proprietary Instant-Play™ technology serves razor sharp, full-screen video ads instantly in HD across its network of iOS and Android apps, eliminating the biggest pain points in mobile video advertising: long load times and grainy, choppy video.

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CHANNEL PARTNERSHIPS

Vendor Vetting: Things to Consider

Article | July 20, 2022

Choosing your stack and the vendors who provide its components are two of the most crucial business choices you will make. Finding a reliable supplier at a reasonable price is crucial to the success of any business. Every company has different hiring standards. Here are the criteria you can use to vet your vendors: Customer Satisfaction No vendor shares customer complaints. Inquire about the vendor’s performance. Find good and bad examples of interactions, then decide what bad means to you. Service levels Can the vendor meet your account's needs? This varies by product and buying cycle. Check their supply chain and process control. This will show how reliable they are. Finances Long-term planning depends on a vendor's financial stability. What are their options if they run out of money? Will your vendor's layoffs affect service and needs? Could a cash-strapped vendor raise your costs? Determine your recourse if the vendor is acquired and if the risk is acceptable. Relationships & Culture The vendor's culture should match yours. If not, you'll have staffing, contract, and other vendor issues. No relationship is perfect, but find vendors who want you both to win. Communication Communication is key in any relationship, and a vendor's poor support can be maddening. Ensure departmental communication. Support management reveals much about communications. Some vendors prioritize closing the deal. Great vendors solve issues before closing tickets. Contracts What's your company's contract tolerance? A confident vendor offers one-year or month-to-month contracts. Immature or aggressive vendors may seek long-term contracts. Make sure their method fits your company's culture. Costs These products and services cost money. How well you negotiate with vendors affects costs. Choose the best product and price, then negotiate. Quality Is the product constantly improved? If innovation stalls or quality drops, the vendor will be replaced quickly. Check their quality history. Supply Chain Security Most vendors have supply chains. Evaluate each supply chain part's service level, security, and compliance. Final Thoughts: Choose Your Vendors Wisely List vendors in your product stack or distribution chain. Add your own selection criteria. If you don't have a vendor due diligence and selection process, this will help.

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CHANNEL PARTNERSHIPS

Channel Partners: How Investing in the Right Ones Can Stimulate Growth

Article | July 11, 2022

Investing in the right channel partners in a deeper, more personalized way through tailored, easy-to-use marketing development funds and incentives. Partner marketing programs can help your organization achieve key growth and your ROI objectives. You need to take risks, be creative and use the rapid digital transformation to identify your top channel and dealer partners. Here are some ways to help you identify which channel partners you need to focus on and how to categorize your partners: Creating a Robust Channel Strategy Create a strong channel strategy based on the ideal channel partner profile. Find answers to questions like what your channel strategy aims to achieve, what drives the growth of your business, what separates you from your competitors and what is important for your partnership. Defining what you want from your channel strategy is the key to recruiting the right partners for your program. Defining IPP (Ideal Partner Profile) Your ideal partner should be capable, ready, willing, and able to sell your products. They should have the same mindset, a partnership mentality, make the most of the sales enablement resources you provide, and align with you in terms of business perspective. Stability in aspects like finance, human resources, market reputation, and performance is crucial. Analyze Partners’ Performance Rate your partners based on their capabilities, their ability to come up with competitive solutions, their willingness to communicate clearly and their ability to inculcate new ways to increase sales and revenue. If their performance is not up to the mark, be prepared to knock them off the list. Be selective when investing in a partner. Be Ready to Support Large Channel Partners You should have the mindset and resources to support large channel partners. Devote your funds to offering them training and relevant content, and give them the support they need to succeed. Employ a team who can manage such partners, regularly get an overview of their performance and issues they are having so they know you care. Harness Technology to Manage Partnerships Use sophisticated PRM tools to analyze how your partners are performing against defined KPIs and identify areas for improvement, and the type of training they are receiving and their incentive history. Channel Partnerships Aid in Revenue Growth Creating channel partnerships with the right companies can help you broaden your customer base, achieve your ROI objectives, and create lasting business relationships.

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CHANNEL PARTNERSHIPS

5 Solid Reasons to Fuse Your Influencer & Affiliate Marketing Campaigns

Article | July 13, 2022

Your business needs to see a big return on investment (ROI) from influencer marketing to be worth it. And the best way to do that is through affiliate marketing. In this article, you will find five solid reasons to blend your influencer and affiliate marketing campaigns. Encourage Team Work You can increase influencer-driven purchases by integrating creator efforts with partner marketing. Furthermore, you can optimize partner diversification, gain quantitative insights into individual performance, and combine sales metrics with valuable top- and middle-of-funnel data for a more comprehensive approach. Your teams can remove department silos and work towards the same goals. Broaden Your Customer Base Your secret weapon is nano and micro-influencers, with a smaller, highly engaged audience of up to 50,000 followers. These creators understand that affiliate partnerships with brands can increase their earnings by attracting more engaged audiences with a higher probability to transact. Create Long-Term Relationships Influencer marketing used to be all about short-term strategies. However, cultivating long-term relationships with performers yields better results. So, find the voices that understand your brand and invest in long-term relationships. Form Smooth-Sailing Partnerships Finding the right creators and maintaining close contact can make or break a project's success. Choose affiliate platforms that provide third-party influencer management solutions to reduce friction and allow creators to focus on engaging their audiences, making it easier for influencers to work with brands and track direct sales. Align Your Objectives You can accurately measure a creator's impact on sales and pay for tangible results by combining your affiliate and influencer marketing activities. And because affiliate marketing lets you track sales for each influencer, you can accurately determine the return on investment for each one and focus on the most productive ones. 1 Drive Revenue and Prove the Value of Investment Affiliate partnerships are an example of a new way for brands and influencers to work together to benefit everyone.

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CUSTOMER EXPERIENCE

Lifecycle Marketing: Conquering Customer Engagement

Article | July 5, 2022

Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust. What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth. Lifecycle Marketing at a Glance Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next. Stages of Lifecycle Marketing A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back. Stages of a lifecycle marketing plan: Awareness Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage. Engagement Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media. Evaluation Here you provide your prospects with information on your product or service so they can move towards making a purchase decision. Purchase Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple. Support After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service. Loyalty Your customers become your brand ambassadors and promote your product to their contacts. What Does Lifecycle Marketing Do for Your Business? Helps grow your customer base through elevated customer experience Improves sales by turning a one-time buyer into a returning customer Turns customers into brand advocates who promote and vouch for your brand Improves marketing ROI and lifetime customer value (LCV)

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Spotlight

AdColony

AdColony is a mobile video advertising company whose proprietary Instant-Play™ technology serves razor sharp, full-screen video ads instantly in HD across its network of iOS and Android apps, eliminating the biggest pain points in mobile video advertising: long load times and grainy, choppy video.

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MARKETING DATA

RedTrack Integrates with Shopify and Brings Back Accurate Reporting for Facebook

RedTrack | December 03, 2021

RedTrack.io, the analytics & attribution tool that helps marketers to analyze acquisition channels and find which campaigns turn visitors into purchases, announced the release of their Private Shopify app. Now, as soon as RedTrack is connected to a Shopify store, it tracks your website's traffic and attributes the purchases to the channels and campaigns they came from. This integration helps fight the biggest problem of all eCom store owners: matching the data between Facebook and Shopify and ensuring optimization that was available before iOS updates. Moreover, with Shopify x RedTrack integration, marketers can pass more information about each conversion back to advertising channels, like Facebook, Google, TikTok, etc. This, in turn, provides better match scores and gives more information to the channels used further for optimization tasks. Working with 100+ eCom customers, we saw their problems and felt a need to create accurate tracking & attribution experience, yet simple at the same time. We are building a global digital marketing platform that, together with our RedTrack's Shopify app, will offer significant value to eCom customers struggling to attribute sales across various customer touchpoints." Vlad, CEO of RedTrack With RedTrack App, Shopify store owners have: Accurate attribution reports across all channels that match Shopify sales report; Sales data sent back to advertising channels for better ad optimization and machine learning; Easy no-code setup. By fusing all marketing channels, like Facebook, Instagram, Google, TikTok, Taboola, email, affiliates, etc., into a single source of truth, RedTrack helps to improve one of the most challenging but critical business processes. It allows marketers to tie each dollar spent through multiple advertising channels with the revenue generated from there.

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Facebook rolls out new video publishing & discovery features giving marketers more flexibility

Facebook | April 02, 2020

Facebook introducing new updates regarding video uploading and publishing. The new feature gives flexibility to schedule video posts, organize content as per your convenience and much more. One feature i.e. bulk action is a smarter editing tool that allows page managers to take actions on videos in bulk. Facebook is rolling out several updates to video publishing, including the ability to upload multiple videos at the same time. The four key updates that marketers need to know about include: Updates to Bulk Uploader New ‘Bulk Actions’ features New “Series” feature: A way to organize content into episodes Here’s more about each of these updates. Updates to Bulk Uploader Facebook is improving the efficiency of its bulk uploader by allowing you to upload up to 50 videos at the same time to one page. As videos are uploading, users you can edit the title, description, add tags, schedule posts, and choose other settings. Facebook is also improving the way videos can be scheduled to post. You can choose to schedule individual videos at a specific time, or you can choose to publish uploaded videos at a regular cadence. Let’s say you upload 10 videos you can then select choose to automatically publish one video per day, or one video per week, or any interval you’d like. Bulk Actions Facebook says its new bulk actions are smarter editing tools that allow page managers to take actions on videos in bulk. The available bulk actions are: -In-stream ads -Rights manager for RM Lite and RM Pro -Bulk Scheduling -Secondary edit features: 1] Add tags 2] Add custom labels 3] Add video to playlist/series 4] Auto captions 5] Audience Restrictions (only available at the time of upload) 6] With the exception of audience restrictions, these actions will be available at the time of upload and afterward in the content library. Keep in mind that taking bulk actions at the time of upload does save time because you can choose a single setting for multiple videos instead of adjusting settings individually. Learn more: Facebook’s live stream traffic spikes during COVID-19 lockdowns Updates to Playlists Facebook is updating playlists to give people a better way of organizing related content without having to start a new page. Playlists offer the following benefits: A simple, flexible way to organize content. Distribution:Playlists improve video distribution through related content recommendations. Sharing: Playlists can be easily shared as posts in the news feed. Viewers can click the post to open the full playlist. Placement: Playlists are showcased prominently on your Page Control: Page managers can control the order in which users view videos in playlists. Unique links: A unique URL is generated for each playlists which can be shared with people on or off Facebook. Page managers can create, manage, edit, and reorder playlists from Creator Studio. Series Facebook is launching a brand new feature that’s similar to playlists. A “series” will allow users to discover video content across Facebook Watch, Facebook’s search results, and the news feed. Creating a series of videos grants all the same benefits of playlists, with the following unique offerings: Series episodes can appear in the continue watching unit in the series Page. Users can continue watching a series within Facebook Watch. Users can navigate between seasons and episodes. They can also continue watching where they left off at any time. Playlists can be created, managed, edited, and reordered from Creator Studio. Facebook recommends using a series when launching a new collection of episodes: A series provides a viewer flow, feature set, and brand aesthetic that is best suited to support episodic content, whether a cooking show in which each episode can be independently viewed, or a drama that is best viewed chronologically, due to a narrative arc across episodes. When it comes to using a playlist, rather than a series, Facebook says the feature is more suited for thematically-related content. A series, on the other hand, is designed for groups of episodes that tell a story. Videos Tab Playlists and series are housed in a new videos tab that’s available on all pages. The tab enables viewers to follow the Page and get notified about all new videos as they’re published.

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Facebook’s Live Stream Traffic Spikes During COVID-19 Lockdowns

Facebook | March 30, 2020

With more people staying indoors for Covid-19, livestreamed programming has grown in popularity. As a result, Facebook has shifted its focus towards live streaming as COVID-19 lockdowns lead to increased demand. According to Bloomberg, the number of viewers have risen to 50% since Jan. Facebook is abruptly shifting the focus of product development toward live streaming as COVID-19 lockdowns lead to increased demand. FidjiSimo, head of the Facebook app, told Bloomberg over the weekend that Facebook Live is “exploding” right now. This is a really unique moment. [Facebook has had to] adjust really quickly and really reshape our roadmap. -FidjiSimo, head of Facebook app The number of US users watching live video on Facebook has increased 50% since January, Bloomberg reports. The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day. Maintaining stability throughout these spikes in usage is more challenging than usual now that most of our employees are working from home. -Analytics Chief, Alex Schultz and Engineering Chief, Jay Parik This is due, in no small part, to the fact that people around the world are stuck at home in a collective effort to prevent coronavirus from spreading. Facebook is responding to the increased usage by accelerating the development of new features for Facebook Live. Title of the document .bold-text { font-weight: 700; } Learn more: https://advertising.report/news/mark-zuckerberg-facebook-wants-tighter-regulation/4063 New Features for Facebook Live Facebook plans to make live streaming video accessible to more people, as well as more lucrative for those broadcasting the video. The following new features are said to be coming within weeks: • Watch Facebook Live videos without a Facebook account • Automatic closed captioning • Expansion of digital tipping capabilities to more streamers • Toll-free phone numbers for charity streams to take live callers In addition to these features, Facebook is also rolling out a whole new dashboard for managing live broadcasts. Facebook Live Producer A new Facebook tool called Live Producer lets page managers take greater control of their live broadcasts. Live Producer is designed for pages that broadcast live video with higher-end production equipment and software. Managing Live posts, scheduling, and certain types of broadcast settings can be done from the left-hand column. Functions such as Source Details and Stream Health, plus interactive features like Polls, are located in the top navigation bar. A small stream preview is constantly available in the bottom right-hand corner. Or you can scroll up to reveal a much larger view of the stream. Title of the document .bold-text { font-weight: 700; } Learn more: https://channel.report/news/facebook-bans-more-types-of-ads-in-response-to-covid-19/6671 Facebook Pauses Work on Other Projects As Facebook works on developing these additions to Facebook Live, it’s halting work on other products such as those that encourage in-person gathering. Part of this shift in focus has already begun with Facebook showing fewer event reminders to people. Facebook Marketplace is also considered less important right now since it’s not a good time to be meeting up with others to exchange physical goods. Some employees of Facebook who were assigned to work on the now-less important products have been reassigned to helping small-and-medium sized businesses during this uncertain time. In fact, the company is said to be working “incredibly quickly” to develop new ways for users and small businesses to make money on the Facebook platform. Facebook Live is Highest Priority These projects are of higher priority right now than even Facebook’s own company revenue. Facebook doesn’t stand to gain a lot by refocusing its efforts on live streaming, at least not yet. Operating primarily on an ads-based business model, Facebook Live has yet to be developed into a money-making product like YouTube and Twitch have done with their platforms. That’s why there’s an urgent need to further develop Facebook Live sooner than later. With Facebook’s ad businesses taking a hit recently, it’s in the best interest of the company and its users if it looks for new revenue opportunities during this time.

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MARKETING DATA

RedTrack Integrates with Shopify and Brings Back Accurate Reporting for Facebook

RedTrack | December 03, 2021

RedTrack.io, the analytics & attribution tool that helps marketers to analyze acquisition channels and find which campaigns turn visitors into purchases, announced the release of their Private Shopify app. Now, as soon as RedTrack is connected to a Shopify store, it tracks your website's traffic and attributes the purchases to the channels and campaigns they came from. This integration helps fight the biggest problem of all eCom store owners: matching the data between Facebook and Shopify and ensuring optimization that was available before iOS updates. Moreover, with Shopify x RedTrack integration, marketers can pass more information about each conversion back to advertising channels, like Facebook, Google, TikTok, etc. This, in turn, provides better match scores and gives more information to the channels used further for optimization tasks. Working with 100+ eCom customers, we saw their problems and felt a need to create accurate tracking & attribution experience, yet simple at the same time. We are building a global digital marketing platform that, together with our RedTrack's Shopify app, will offer significant value to eCom customers struggling to attribute sales across various customer touchpoints." Vlad, CEO of RedTrack With RedTrack App, Shopify store owners have: Accurate attribution reports across all channels that match Shopify sales report; Sales data sent back to advertising channels for better ad optimization and machine learning; Easy no-code setup. By fusing all marketing channels, like Facebook, Instagram, Google, TikTok, Taboola, email, affiliates, etc., into a single source of truth, RedTrack helps to improve one of the most challenging but critical business processes. It allows marketers to tie each dollar spent through multiple advertising channels with the revenue generated from there.

Read More

Facebook rolls out new video publishing & discovery features giving marketers more flexibility

Facebook | April 02, 2020

Facebook introducing new updates regarding video uploading and publishing. The new feature gives flexibility to schedule video posts, organize content as per your convenience and much more. One feature i.e. bulk action is a smarter editing tool that allows page managers to take actions on videos in bulk. Facebook is rolling out several updates to video publishing, including the ability to upload multiple videos at the same time. The four key updates that marketers need to know about include: Updates to Bulk Uploader New ‘Bulk Actions’ features New “Series” feature: A way to organize content into episodes Here’s more about each of these updates. Updates to Bulk Uploader Facebook is improving the efficiency of its bulk uploader by allowing you to upload up to 50 videos at the same time to one page. As videos are uploading, users you can edit the title, description, add tags, schedule posts, and choose other settings. Facebook is also improving the way videos can be scheduled to post. You can choose to schedule individual videos at a specific time, or you can choose to publish uploaded videos at a regular cadence. Let’s say you upload 10 videos you can then select choose to automatically publish one video per day, or one video per week, or any interval you’d like. Bulk Actions Facebook says its new bulk actions are smarter editing tools that allow page managers to take actions on videos in bulk. The available bulk actions are: -In-stream ads -Rights manager for RM Lite and RM Pro -Bulk Scheduling -Secondary edit features: 1] Add tags 2] Add custom labels 3] Add video to playlist/series 4] Auto captions 5] Audience Restrictions (only available at the time of upload) 6] With the exception of audience restrictions, these actions will be available at the time of upload and afterward in the content library. Keep in mind that taking bulk actions at the time of upload does save time because you can choose a single setting for multiple videos instead of adjusting settings individually. Learn more: Facebook’s live stream traffic spikes during COVID-19 lockdowns Updates to Playlists Facebook is updating playlists to give people a better way of organizing related content without having to start a new page. Playlists offer the following benefits: A simple, flexible way to organize content. Distribution:Playlists improve video distribution through related content recommendations. Sharing: Playlists can be easily shared as posts in the news feed. Viewers can click the post to open the full playlist. Placement: Playlists are showcased prominently on your Page Control: Page managers can control the order in which users view videos in playlists. Unique links: A unique URL is generated for each playlists which can be shared with people on or off Facebook. Page managers can create, manage, edit, and reorder playlists from Creator Studio. Series Facebook is launching a brand new feature that’s similar to playlists. A “series” will allow users to discover video content across Facebook Watch, Facebook’s search results, and the news feed. Creating a series of videos grants all the same benefits of playlists, with the following unique offerings: Series episodes can appear in the continue watching unit in the series Page. Users can continue watching a series within Facebook Watch. Users can navigate between seasons and episodes. They can also continue watching where they left off at any time. Playlists can be created, managed, edited, and reordered from Creator Studio. Facebook recommends using a series when launching a new collection of episodes: A series provides a viewer flow, feature set, and brand aesthetic that is best suited to support episodic content, whether a cooking show in which each episode can be independently viewed, or a drama that is best viewed chronologically, due to a narrative arc across episodes. When it comes to using a playlist, rather than a series, Facebook says the feature is more suited for thematically-related content. A series, on the other hand, is designed for groups of episodes that tell a story. Videos Tab Playlists and series are housed in a new videos tab that’s available on all pages. The tab enables viewers to follow the Page and get notified about all new videos as they’re published.

Read More

Facebook’s Live Stream Traffic Spikes During COVID-19 Lockdowns

Facebook | March 30, 2020

With more people staying indoors for Covid-19, livestreamed programming has grown in popularity. As a result, Facebook has shifted its focus towards live streaming as COVID-19 lockdowns lead to increased demand. According to Bloomberg, the number of viewers have risen to 50% since Jan. Facebook is abruptly shifting the focus of product development toward live streaming as COVID-19 lockdowns lead to increased demand. FidjiSimo, head of the Facebook app, told Bloomberg over the weekend that Facebook Live is “exploding” right now. This is a really unique moment. [Facebook has had to] adjust really quickly and really reshape our roadmap. -FidjiSimo, head of Facebook app The number of US users watching live video on Facebook has increased 50% since January, Bloomberg reports. The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day. Maintaining stability throughout these spikes in usage is more challenging than usual now that most of our employees are working from home. -Analytics Chief, Alex Schultz and Engineering Chief, Jay Parik This is due, in no small part, to the fact that people around the world are stuck at home in a collective effort to prevent coronavirus from spreading. Facebook is responding to the increased usage by accelerating the development of new features for Facebook Live. Title of the document .bold-text { font-weight: 700; } Learn more: https://advertising.report/news/mark-zuckerberg-facebook-wants-tighter-regulation/4063 New Features for Facebook Live Facebook plans to make live streaming video accessible to more people, as well as more lucrative for those broadcasting the video. The following new features are said to be coming within weeks: • Watch Facebook Live videos without a Facebook account • Automatic closed captioning • Expansion of digital tipping capabilities to more streamers • Toll-free phone numbers for charity streams to take live callers In addition to these features, Facebook is also rolling out a whole new dashboard for managing live broadcasts. Facebook Live Producer A new Facebook tool called Live Producer lets page managers take greater control of their live broadcasts. Live Producer is designed for pages that broadcast live video with higher-end production equipment and software. Managing Live posts, scheduling, and certain types of broadcast settings can be done from the left-hand column. Functions such as Source Details and Stream Health, plus interactive features like Polls, are located in the top navigation bar. A small stream preview is constantly available in the bottom right-hand corner. Or you can scroll up to reveal a much larger view of the stream. Title of the document .bold-text { font-weight: 700; } Learn more: https://channel.report/news/facebook-bans-more-types-of-ads-in-response-to-covid-19/6671 Facebook Pauses Work on Other Projects As Facebook works on developing these additions to Facebook Live, it’s halting work on other products such as those that encourage in-person gathering. Part of this shift in focus has already begun with Facebook showing fewer event reminders to people. Facebook Marketplace is also considered less important right now since it’s not a good time to be meeting up with others to exchange physical goods. Some employees of Facebook who were assigned to work on the now-less important products have been reassigned to helping small-and-medium sized businesses during this uncertain time. In fact, the company is said to be working “incredibly quickly” to develop new ways for users and small businesses to make money on the Facebook platform. Facebook Live is Highest Priority These projects are of higher priority right now than even Facebook’s own company revenue. Facebook doesn’t stand to gain a lot by refocusing its efforts on live streaming, at least not yet. Operating primarily on an ads-based business model, Facebook Live has yet to be developed into a money-making product like YouTube and Twitch have done with their platforms. That’s why there’s an urgent need to further develop Facebook Live sooner than later. With Facebook’s ad businesses taking a hit recently, it’s in the best interest of the company and its users if it looks for new revenue opportunities during this time.

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