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Sara Zaccaro

Global Paid Social Strategy Lead
Accenture

Sara has worked in social media for 12 years with 10 specifically developing, implementing, and leading paid social media branding and strategies. She currently leads paid social media for Accenture on the brand side–determining the best ways to reach specific audiences across multi-platform social media experiences.

Sara’s approach to social media is rooted in making sure an audience sees a message that speaks directly to them without being too intrusive. She believes that social media is the best way to engage a customer/client, but because of user behavior, an ad on social media must have best-in-class creative, strategy, and execution right from launch.

Sara’s recent accomplishments include leading a global transformation in how ads are bought on social media spanning numerous industries, languages, and services offered. While heavily focused on B2B KPIs, she’s used her experience in B2C to expertly pivot thinking and creative execution.

In her free time, Sara enjoys traveling, her Peloton, and spending time with her family. You can find her sharing mostly dog and travel content on her Instagram, or Tweeting about social media, entertainment, and current events.

Sara Zaccaro’s Session(s):


11:50 am–12:30 pm — Thursday, August 13, 2020

Using Audience Segmentation Strategies to Drive Better Marketing Campaigns

In today’s fast-paced social media landscape reaching your audience at the right time with the right message is both a science and an art. Brands have a wealth of tools and resources available at no additional cost that can help with appropriate audience segmentation across all social platforms.

This session will explore an audience-first action plan for social media: how to best look at your audience, where to find them, and how to segment them. Attendees will be given a high-level overview of how to leverage the audience tools available on Twitter, LinkedIn, and Facebook, and how to get started with an audience map.

Attendees will walk out with:

  • A thoughtful process for determining the best social audience segmentation for their brand on social.
  • Insights into audiences: How specific is too specific? How brands can broadly target specific audiences. How to measure the effectiveness of segmentation.
  • Guidance on how paid and organic social work together to keep audiences engaged.

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