Social media has become a key element of major marketing campaigns for brands across the globe. More and more, dollars set aside for traditional media such as radio and television are being shifted online with large social media companies, digital advertising agencies and other online players vying for budgets. To the outside world, a well-executed social media campaign can blend seamlessly into any online environment but there is plenty of research and insights that go into planning, executing and measuring even the simplest of campaigns.
Take a look inside how social media brand campaigns come together and how they are executed from the team at Twitter Canada. This panel will feature members of Twitter’s Canadian research, sales and communications team, discussing how Twitter works with partners to create custom campaigns that address real business needs and can be measured through metrics and analytics in the back end. This session will see the Twitter team talking side-by-side with an actual client, outlining a campaign from concept through execution and measurement with plenty of insights,m details and learnings to be shared. Brand research and campaign metrics will be central and attendees will be able to see the internal tools and approaches that Twitter and its brand partner look towards for the campaigns we see on the platform.
- Cam Gordon is the Head of Communications for Twitter Canada. Cam works with journalists across Canada, keeping them informed of the latest happenings with Twitter and sharing Canadian Twitter stories rooted in politics, sports, entertainment and other areas. Prior to Twitter, Cam spent 10+ years working for two of Canada’s most well-respected communications firms, Hill+Knowlton Strategies and High Road Communications. At these agencies, Cam worked with clients such as LG Electronics, Disney, 3M, TELUS, Spin Master and American Express.
- Alyson Gausby is the Head of Research for Twitter Canada. Alyson is responsible for translating consumer intelligence and data into learnings that are not only insightful for brands, but speak to the future of Canada’s ever-evolving digital ecosystem. Prior to her appointment at Twitter, Alyson was Consumer Insights Lead at AOL and Microsoft, as well as an Associate Director, brand & advertising research, with leading market research firm Ipsos in the UK.