Social media marketing

Traditional marketing gave control to marketers and agencies. Campaigns were simply run, with little room for consumer feedback. Social platforms changed that: marketing became participatory, and people want to interact with people, not just brands.

I help clients choose and navigate these platforms, manage their profiles and connect with the right communities, with a digital strategy that maximizes engagement and supports the rest of their marketing.

My experience

• Created and ran full-scale social media strategies built on engagement, collaboration and community, for both local campaigns and high-impact national ones. Both consistently created new revenue and improved performance in target segments.
• Ran Facebook campaigns for clients ranging from a local optometrist to Visa, Gatorade and Nissan.
• Managed day-to-day yield across campaigns and supply sources for performance, profitability and fulfilment, and escalated issues appropriately.
• Owned campaign delivery end to end, from setup and trafficking to revenue and performance goals, while building a high-performing team.
• Advised on campaign design: requirements for success and how to use the platform to reach client goals.
• Identified best practice for optimizing online advertising, and fed it back to product development.
• Worked closely with account management, to understand client needs and report results, and with ad operations, to troubleshoot.
• Applied analytical methods to multichannel campaigns: segmentation, predictive response models, trend analysis and forecasting.
• Made sure the messaging and creative were engaging and shareable.

Facebook marketing

• Choose the right goal. Clicks, actions and social reach are different goals for different results. For the York Eglinton Business Improvement Area’s annual festival, promoted posts gave us far more reach than wall posts alone.
• Target precisely. Sponsored stories and promoted posts target by gender, age, location and interests, so only people who match the audience see the ad and less budget is wasted.
• Grow organically too. Paid social helps grow a client’s community, alongside content, engagement and recruitment.

Campaign results

These Facebook apps were built for specific advertising campaigns and still get steady page views. Both case studies below had modest volume but a large return.

• Visa GoBiz. A Facebook app I built in Buddy Media, with steady monthly use.
• AccommodationsinBC.com. The campaign increased traffic to each Facebook app by 63%. ROI is hard to pin down, since some people call to book and room rates and stay lengths vary. Based only on online reservations and an average nightly rate, ROI was 350%.
• Dr. Mousa. Hard to measure too: an orthokeratology appointment is low-value on its own, but worth much more if the patient goes on to treatment. Counting only appointment bookings as conversions, ROI was 500%.

I use Facebook Insights and other analytics tools to increase impressions and interaction on every page I manage.