catalyst social media buying
TRANSCRIPT
Social Buying:
Performance Media’s Newest Member
Who is Karim Kanji?
Who is Catalyst?
Who is Catalyst?
Part of WPP Billings of
$2 Billion+
Google’s
#1 Customer
in Canada
100+ Certified
Search Experts Five-time
Award Winner
in 2013
Full line of digital discovery services.
Organic
Search
Paid Search
Mobile
Discovery
Social
Buying
Content
Marketing
Local Search
York University
What is York trying to accomplish?
Selfies!
Recruitment
Community Growth and Engagement
- Focus on likes and growth of community
- Engagement meant people were getting your message
- But then something happened along the way…
What’s happening to our community?
Oh!
I think we get the message
We get the message!
Were we being selfish?
What do we do now?
What are your goals?
- Butts in seats
- Alumni funding
- Branding
- Call to Action
- Emails via contests
- Engagement
- ?
- Post grad studies
- Don’t care about Facebook engagement
- Want to target audience (Fans and Non-Fans)
- ROI are in-person meetings
- Right Rail not working anymore
So we have this client..
What are your goals?
- News Feed:
- Natural feel of the newsfeed
- News Feed reaches MOBILE!
What are your goals?
- Targeting audiences -> Engineers looking to get their MBA
- Stopped targeting India. Why?
- Men from India were complaining about women in Facebook
ads.
- Instead of pandering they decided to “quit” India. Why……
- Client interested in quality and qualified leads.
- It’s not a numbers game
What does success look like?
• The goal of the campaign is to improve the quality of the class via the
quality of people targeted and followed up on after these information
sessions.
• For every information session, the Facebook campaign drives 5 new
registrations.
• The program cost of an MBA (one year program) is approximately
$100,000.
• The school is consistently one of the top MBA schools in the world.
Under the hood: Not scary!
What we know
Knowing more!
Knowing when
Knowing what
Knowing others!
Whom To Target
• Locations (Country, Province/State, City, Postal)
• Age
• Gender
• Relationship
• Languages
• Education
• Work
• Ethnic Affinity
• Generation (baby boomers)
• Parents
• Politics
• Life Events (moved, married, graduated, etc)
Advertise on Facebook 1/3
Advertise on Facebook 2/3
Advertise on Facebook 3/3
How to Target
• Drive Awareness and Engagement
• Drive clicks to your Website
• Drive people to your Location/Store
• Drive Event responses
• Get Likes
• Drive people to Mobile App
• Drive people to Desktop App
What if you could use your Facebook
data to “power” your other social media
campaigns?
Are we better off?
If we can now actually target who we specifically want to
send our message to and engage with then….
Wait! There’s more…..
• Facebook is reintroducing Atlas, the underused platform it bought from Microsoft last year.
• Atlas can help marketers track the effectiveness of their ads around the Web; it also says it will allow
them to buy ads on non-Facebook websites and apps, using Facebook targeting data.
• Facebook says it is working with lots of partners, but so far has named only two. Ad holding giant
Omnicom, which already has deals with Facebook, Google, Twitter and most other big digital
players, says it will buy ads with Atlas. Facebook’s Instagram will also work with the platform.
• Facebook's head of advertising technology, David Jakubowski, thoughtfully dubbed this the arrival of
"people-based marketing,” because, with Facebook’s anonymized data, Atlas can help brands follow
targeted audience around the web on an individual level. This is precision advertising, and for that
reason it’s exciting.
