Awhile ago I wrote about how I wanted to explore the more technical side of marketing, so this past weekend I explored the world of wearables at Toronto Hardware Hackathon. Thanks to a plug at the recent Girls in Tech … Continue reading
On February 11, Facebook announced the introduction of a Relevance Score for advertisers on their platform. Having this new metric available will allow marketers to understand how relevant their ads are to the audiences they’re targeting.
Facebook’s unveiling of this new feature is important because marketers have been producing content they think might be resonating with their audience based on engagement metrics or having a good click-through-rate. Now there is a better benchmark for success.
Similar to Google’s Quality Score, the more relevant the ad, the better it will perform and the less you will pay. Facebook wants to show the right content to the right people and will reward advertisers who provide quality and relevant content for their targeted audience.
Just like marketers A/B test content, experimentation with targeting different groups with various images and copy will help clarify what resonates best with what group.
If the campaign has already started, ads with a lower rank can be paused or creative can be refreshed in order to try to move up in the ranks.
Having a high relevance score is not a guarantee that the ad will beat the competition. If two ads are targeting the same audience and they both have a high score, the one with the higher bid will likely outperform the ad with a lower bid amount.
In order to receive a relevance score, your ad must be served more than 500 times. Anything less and you have too few impressions to calculate a score.
Awhile back, I was asked to do an informational interview for someone who was starting out in their career. I shared a lot about what I knew, but what I wasn’t expecting was how much I would learn in return. My interviewer turned out to be a fountain of knowledge.
Have you heard of the term “Growth Hacking” I was asked. What is a Growth Hacker? I responded.
This newly coined term, one who was part engineer, part marketer, was going to change the face of marketing, apparently, so I decided to investigate.
From there I dove into any resources on the subject, excited to learn about this new development in the evolution of marketing. I read Ryan Holiday’s Growth Hacker Marketing, how he too had been thrown for a loop when he discovered the newest recruits coming out of school were responsible for disruptive growth at major start-ups and changing the face of marketing. I found resources on the subject from Neil Patel and Bronson Taylor. I even joined the Toronto Meetup on the subject.
This you could say was one of the key turning points in a plan to go down the road to become a technical marketer. I’ve had experience with blogging, building adwords campaigns and dabbled in SEO, but it wasn’t enough. I wanted to throw myself into it, in an effort to become more technically savvy. So this is post one of my adventures in becoming a technical marketer. What does that even mean? I’m not so sure myself, but I’m documenting my experiences so I can share my challenges and adventures of what lies ahead.
We’re a week away from the start of SXSW Interactive and by now the schedule is locked. If your focus at SXSW is to learn how to better engage your online community, I’ve done the heavy sifting for you and chosen these five sessions for community managers.
- Community Managers: Ready for a Seat at the Table?
This four-hour deep dive for community managers promises to leave you with 2-3 actionable takeaways to issues you may have. You must register for this workshop.
- Be a Community Conductor: Shaping Fan Chatter
Fans are now engaging on a greater number of channels. This session looks at the challenges of the ever-evolving digital landscape.
- The Art & Science of Social Listening:
This workshop focuses on how to approach social listening and measure success. You must register for this workshop.
- Online LEGO fans & the People Who Love Them:
This is an advanced session for community managers who want to learn more about the best way to channel brand excitement without turning off your audience.
- Structuring Community During Exponential Growth:
For the community manager who wants to ensure your internal community is just as healthy as your external audience.
PodCamp Toronto is touted as “Canada’s largest gathering of creative, tech, and digital professionals.” The 2013 edition of this two-day unconference featured just shy of 60 different sessions with beginner, intermediate and advanced streams, so there was something for everyone to choose from.
2013 topics included: the art of storytelling, all about the Vine app, tips for lead generation
This being my fifth year attending PodCamp Toronto, I thought it would right to share my top five reasons to attend the annual event.
Why you should attend:
- It’s free! (but a donation might be nice) – Considering the quality of speakers and access to information you’ll be getting, it’s amazing that this is a community-organized event. Though you can register and attend at no cost, feel free to donate some funds to help the organizing team offset the cost of the event. As a former WordCamp Toronto co-organizer, I know how expensive it is to put on a conference of this scale, so thanks to the sponsors and the community for chipping in to allow this great event to happen every year.
- The content – The high caliber of speakers makes PodCamp a must-attend event. You’ll be getting access to a wealth of knowledge from industry leaders who want to contribute to the conversation within the community.
- The networking! – There will be plenty of networking opportunities available throughout the weekend. Between sessions the hallways fill with people which make this one of the best times to shake hands with the CEO of a new startup or the head of digital strategy from a company you’ve been following. There’s always a party at the conclusion of day one where you’ll be able to extend the conversations you started during your first day of PodCamp.
- It’s fun – PodCamp is more laid back than most paid conferences. Everyone for the most part is open-minded and ready to learn and listen to new ideas and you’re bound to meet some friendly new faces.
- There’s something for everyone – Regardless of your background (marketing, pr, web development) or level of expertise, there really is something for everyone at PodCamp. The only downside is not being able to attend everything you want. Given the number and variety of sessions to choose from, research the schedule in advance so you can plan out your timetable. PodCamp uses the law of two feet. If you’re not getting much out of a session, get up and go to a different one.
I’m going to plug an event that is very near and dear to my heart. Every year in early December I organize an event called The Gratitude Tea with my sister and close friends. I attended my first Gratitude Tea in 2006 with my mom. I was nervous to get up and share with everyone why she was so special, but I did it anyway because the love for my mom trumped my fear of public speaking and she deserved all the recognition she could get.
Sadly, my mom passed away unexpectedly in 2009. I’m lucky I got the chance to publicly recognize all that she did for my sister and I and that’s why I continue organizing the tea every year – to give other people the opportunity to say ‘thank you’ to the important people in their life. The tea returns on December 8, this time celebrating its fifth anniversary! It’s hard to believe it has already been five years since we brought back The Gratitude Tea to make it an annual event.
For those who have never been to the event before, it is an afternoon tea with a special twist – gratitude! Our attendees get the chance to recognize their guest(s) just like I did with my mom, and share with everyone what makes them so special. Attendees can also share a personal written message with their guest if they wish to not get up and speak.
We’re thrilled to be welcoming Body Bijou to the tea this year. They will be on hand selling their jewelry that supports GirlsHelpingGirls, a wonderful organization that empowers women by sponsoring girls’ education.
We’ve got some great auction items up for grabs this year including some Kate Spade clutches and iPhone covers, Raptors tickets, spa certificates, theater tickets and much more.
Come for the merriment, stay for the finger sandwiches, tea and mimosas! Learn more at gratitudetea.com
My costume: #richkidsofInstagram
The 2013 Toronto International Film Festival has come to an end. It’s a bittersweet time knowing the work is done after a whirlwind 11 days plus the weeks leading up to Festival but also a relief knowing it’s over for another year.
This year was our strongest yet, with record attendance, and most number of tweets using the official Festival hashtag #TIFF13. We’ve been keeping track since the 2012 Festival ended last year, since then there have been over 220,000 tweets with #TIFF13. We deliberately promoted the hashtag everywhere we could, including in cinema, on marketing materials, across all of our social media channels and in press releases. Everyone from Zac Efron to InStyle magazine were using the hashtag and our Twitter handle (@TIFF_NET).
We knew video was going to play a major part in the overall Festival experience, so we created a unique series of Vine videos to specifically capture some of those exciting moments.
We hosted a Reddit AMA pre-Festival with our programmers, which is essentially a Q & A session where people can ask anything. View the full AMA here.
On the day of the talent announcement, we created and linked to a Pinterest board to accompany the press release that was going out to the media.
Lastly, we created a bingo card with fun items to photograph during the Festival. We encouraged guests to tag their Instagram photos with #TIFF13Bingo.
The popular video sharing app, Vine has competition. Once again it’s a showdown between Facebook and Twitter for dominance in the social media arena. This time it’s about micro videos.
Instagram released a 15-second video feature to their already popular app, with a current base of 130 Million users to Vine’s 13 Million. Within the first 24 hours of the video feature being rolled out, there were already 5 Million clips uploaded to Instagram.
Let’s compare the two.
The ease and simplicity of Vine is what made it so appealing in the first place, however I think the delete function of Instagram video is more practical. In the end, Instagram might be late to the game but do they have the better app? What do you think? Do you prefer Vine or Instagram?
“Can I see that?” I asked my sister, right after she was handed the book from our dad as a birthday gift. It was a copy of Lean In by Facebook COO Sheryl Sandberg. “What’s it about?” I asked. “About … Continue reading