Social Media Marketing

Traditional marketing afforded control to marketers and agencies. Ad campaigns were merely executed, leaving little opportunity for consumer feedback. With the introduction of Facebook, Twitter, YouTube, and Flickr there is a fundamental shift into participatory marketing and consumer engagement. People want to interact with people, not just brands.

I enable clients to select and navigate these content platforms, manage profiles on each site and connect with targeted communities. I have developed a digital strategy to maximize engagement and benefit from this exciting and powerful communication platform, while complementing other digital marketing initiatives.

My Experience

I have created and implemented a full-scale social media strategy geared toward customer engagement, collaboration, and community-building for both local small-scale advertising campaigns and high-impact national marketing campaigns – both of which consistently generated new revenue streams and achieved improved performance in targeted market segments.
I work with small businesses like an optometrist to large Brands like Visa, Gatorade and Nissan executing Facebook campaigns.
Execute and oversee day-to-day yield management across all campaigns and supply sources in their portfolio in terms of performance, profitability, and fulfillment. Identify and escalate issues appropriately.

I am responsible for end-to-end management of campaign delivery from setup and trafficking through to fulfillment of revenue and performance goals. I develop and manage a high-performing team, proactively ensuring excellence in process, workflow and communications within the unit as well with key stakeholders. I have exceptional analytical and problem-solving skills and a can-do attitude.
Provide inputs and guidance around campaign design, including requirements for success and optimal use of the our platform to achieve client goals.
Identify best practices and processes for optimizing online advertising campaigns.
Provide feedback and input for Product Development efforts.

Closely work with Account Management team to understand client needs and communicate insights and results back to the clients.
Closely work with the Ad Operations team to escalate issues and aid in troubleshooting.
I am knowledgeable in analytical methodologies used for optimization and evaluation of multichannel marketing campaigns (i.e., customer segmentation, predictive response models, marketing analysis, trend analysis, forecasting, etc).
I have Strong management and communication skills.
I thrive in a fast paced environment and to manage multiple projects and tight deadlines.
I ensure delivery of effective messaging and creative that creates engaging and sharable content.

Facebook Marketing

Clicks, Actions and Social reach are different achievable goals based on the desired result. With the York Eglington Busiiiness improvement Area and their annual festival – with the use of Facebook our ‘Social Reach’ was much greater with our Promoted posts than if we had just try to engage through just our wall posts.
Both sponsored stories and promoted posts on Facebook allow my clients less wastage. “sophisticated targeting” zeros in on a consumers based on gender, age, location, likes etc to ensure that only the people with a matching demographic will see the ad – which allows less wastage.
Social advertising helps grow all my clients Facebook community organically through content creation and community engagement and recruitment, and also through Facebook advertising.

Below are some Applications that were built for particular Facebook Advertising Campaigns. The Apps persist and today still get a decent number of page-views. Although both the case studies below had a low volume with a large return they were all a success.

The Visa Gobiz Application (which I built in Buddy Media) has had a steady number of per month.
The actual campaign for accommodationinbc.com saw a 63% increase in traffic to each unique Facebook App. The ROI is difficult to estimate as some people prefer to call when making the actual reservation (the conversion factor), plus the average profit per conversion was fluid as each establishment each has it’s own nightly room charge. Plus certain reservations were for a single night while some were for an entire week. However just based on reservations made using the online form and averaging out a room rate per night the ROI was 350%.
The ROI for Dr. Mousa was also difficult to estimate as the Orthokeratology appointment alone was not very much, however if the patient continued on to the procedure the ROI would have been much greater. For this campaign however we only used a conversion on reservation for appointments and still had a 500% ROI.

I Utilize Facebook Insights and other online analytics tools to help increase impressions and interaction on the pages.
I work with small businesses like an optometrist to large Brands like Visa, Gatorade and Nissan executing.
I Create and implemented a full-scale social media strategy geared toward customer engagement, collaboration, and community-building for both local small-scale advertising campaigns and high-impact national marketing campaigns – both of which consistently generated new revenue streams and achieved improved performance in targeted market segments.