When I first heard about Devs Without Borders, they were hiring for a Marketing Lead. This position would be part of a newly formed team responsible for producing a new annual hackathon for international development among other projects and events. I immediately got to work on polishing my resume and getting my application in order. It looked like a great opportunity to pair my skills with a great cause.
I have been involved with Devs Without Borders for a few months now. As the Marketing Lead, I get to work on projects that will ultimately affect positive change in the world.
Image provided by Free The Children
The first planned event is the Break Poverty Hackathon. For 25 hours over one weekend in late November, developers in Toronto will be working with teams on the ground in Nairobi Kenya to create apps (Mobile Web, SMS, and hardware) for people in developing countries. These apps will help people in rural and impoverished areas around the world, whose only access to technology, communication, and knowledge is through their mobile phone.
Free the Children has come on board as our Charity Event Partner. They will be lending their support by providing case studies to participants as well as testing the winning app through their Adopt a Village program in Kenya.
Image provided by Free The Children.
Though other international development hackathons have taken place in Canada before, this is the first time teams in Toronto will be working directly with teams in Nairobi during the weekend. By everyone working together, teams will be able to provide better practical solutions.
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.
Sean Ellis, one of the leading experts on the subject of growth.
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.
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).
“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 →