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Thursday, October 19th, 2017 - 10:30AM - 11:10AM

Case study: Creating a strategic and iterative Facebook and Instagram campaign

Social media is one giant focus group. If you combine great social listening with social media and website analytics, your audience will lead you to the best content for your brand’s niche. Explore how Teach For America utilizes social listening and analytic data to create Facebook and Instagram ads that move our audience to action.

In this session, we’ll pull back to the curtain to show you how we iterate content through our A/B testing program and then use our insights to create differentiated content for various platforms. After all, your audience always knows what your audience wants – the trick is to listen well so you can give it to them.


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Stacey Jaffe
Vice President, Digital Content and Channels
Teach For America - New York City

About your Presenter

Stacey Jaffe has over ten years of experience utilizing audience insights to create content for digital channels and television that simultaneously meets the needs of the audience and garners results. At the helm of Teach For America's digital content and channels program, Stacey sets the strategy and vision for how the organization interacts with its audience to achieve its business goals, establishes and scales the digital program, and consistently outperforms prior benchmarks to deliver a best-in-class experience. Stacey is a sought-after speaker on analytics, social media, social listening, and paid ads.

Previously, Jaffe toiled for Nickelodeon's Team Umizoomi (educational preschool television show) in content development. In that role, she conducted focus groups to ascertain how to improve the content to best resonate with the audience. Jaffe also actively volunteers for URJ Camp George. At Camp George, Jaffe created and chairs the Communications Committee where she implemented a strategic plan for social media that later won the Harold Grinspoon Impact in Technology Award.

Jaffe completed her B.A. at Miami University and earned her M.A. in Developmental Psychology from Columbia University's Teachers College. Stacey can often be found running in Central Park.

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