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#PSEWEB

#PSEWEB. Feeding The Beasts. Who is Karim Kanji?. Who is Catalyst?. Who We Are. Active in Canadian search market since ’98. Part of the WPP & GroupM global network. 9 0 + certified search experts (TO & MTL). Largest buyer of search in Canada. Invested in product development. .

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#PSEWEB

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  1. #PSEWEB Feeding The Beasts

  2. Who is Karim Kanji?

  3. Who is Catalyst?

  4. Who We Are Active in Canadian search market since ’98. Part of the WPP & GroupM global network. 90+ certified search experts (TO & MTL). Largest buyer of search in Canada. Invested in product development.

  5. What We Offer Full line of digital discovery services. Organic Search Paid Search Content Marketing Biddable Media Platforms Local Search

  6. York University

  7. What is York trying to accomplish?

  8. Selfies!

  9. Recruitment!

  10. Recruitment!

  11. Community Growth • Focus on likes and growth of community • Engagement meant people were getting your message • But then something happened along the way…

  12. What’s happening to our community?

  13. Oh!

  14. I think we get the message

  15. We get the message!

  16. Were we being selfish?

  17. What do we do now?

  18. What are your goals? • Butts in seats • Alumni funding

  19. So We Have this Client… • 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

  20. Why we use the News Feed • News Feed: • Natural feel of the newsfeed • News Feed reaches MOBILE!

  21. Some more insights… • 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

  22. Under the hood: Not scary!

  23. What We Know

  24. Knowing More!

  25. Knowing When

  26. Knowing What

  27. Knowing Others!

  28. 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)

  29. Advertise on Facebook 1/3

  30. Advertise on Facebook – 2/3

  31. Advertise on Facebook – 3/3

  32. 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

  33. Creative

  34. Are We Better Off? • If we can now actually target who we specifically want to send our message to and engage with then….

  35. Questions?

  36. Karim Kanji @karimkanji Catalyst.ca | @Catalyst_CA karim.kanji@catalyst.ca 647.789.7212

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