Reaching Your Audience… Despite the Algorithms

Panels & Conversations
Nov 14, 2019 1:00 PM
Hosted By The Innovation Studio
HQ | 110 Bond St

A decade ago, social media platforms were poised to revolutionize content dissemination, and level the playing field so that anyone, anywhere could build an audience and reach their fans. But a lot has changed. In fact, the algorithms that power these platforms seem to be changing on an almost weekly basis, making it impossible for creators to keep up, and expensive to reach the very people who want to hear from them. From YouTubers, to marketers, to independent brands, this panel looks at the challenges in today’s online marketplace and who’s doing what when it comes to building new, direct to consumer pathways. Kicked off by a diverse expert panel, this interactive session invites audience members to share their war stories and strategies for success in reaching audiences… even when algorithms make it increasingly difficult to do so. All of the expert and user-generated tips from this session will be compiled into a helpful take digital take away.


Carrie Oehm | Social Media Manager at The Gist

Carrie is a sports-obsessed social media junkie who has a diverse background in media. She is currently the Social Media Manager with The GIST – a digital sports news business that is revolutionizing sports content to empower women. On the side, Carrie also works as a social media host with blogTO – Toronto’s source for local news, restaurant reviews, event listings and the best of the city. Prior to these two positions, Carrie spent 5 years working in the top sports networks in the nation, Sportsnet, and TSN as an associate producer and content associate. Carrie graduated from the College of Sports Media with a diploma in Radio and Television Sports Broadcasting.




Fabiana Barbosa | Youtuber and Master of Digital Media candidate at Ryerson University

Fabiana Barbosa is a Brazilian YouTuber with 6+ million subscribers and currently a Master of Digital Media candidate at Ryerson University. Her academic background includes a Bachelor of Science in Biology, an MBA in Environmental Management, certificates in Geoprocessing and Public Administration, and a diploma in Video Production.

After getting her bachelor’s degree, she worked as an Environmental Specialist and Senior Research Analyst for governmental agencies in Brazil for seven years but kept photography and videography as a hobby during this time. In 2014, she started a YouTube channel with her daughter, which quickly reached a vast audience and received the YouTube Silver Creator Award in 2016 and the Gold YouTube Creator Award in 2017.

As a YouTube partner, she had the opportunity to participate in events and courses at YouTube Space Sao Paulo and to interact with other creators, brands, social media specialists, and marketing managers what contributed to a deeper understanding of the platform. Also, her multidisciplinary background was valuable for the channel’s success, as she was able to apply sustainability concepts and business administration strategies while managing it.

Jeff Goldenberg | Co-Founder and Chief Strategy Officer at Abacus Agency

Jeff Goldenberg is the co-founder and Chief Strategy Officer of Abacus, the leading social media and creative agency. He is also a co-founder of High 12 Brands (pronounced High Noon), a consumer packaged goods company in the cannabis space. He has 15 years of experience as a startup founder, growth marketer and visionary.







Emilia Zboralska SMWTO 2019 Advisory Board Member

Dr. Emilia Zboralska | Director of Ryerson’s TMZ, Creative Director of HQ, Founding partner at King Squared Media

Dr. Emilia Zboralska is director of Ryerson’s media innovation incubator, the Transmedia Zone and Creative Director of The Studio’s event venue, HQ. Emilia is also founding partner of King Squared Media, an end-to-end media company that is currently in post-production on its first feature film, “Lean Out”. King Squared focuses on out-of-the-box, premium, narrative storytelling through both its branded and original content divisions.

Emilia’s multi-award winning research critically investigates entrepreneurship in the digital-first sector and provides the first benchmark analysis of gender and race across key creative roles in Canadian web series. She was recently awarded the Ryerson Gold Medal, and the Communication and Culture Dissertation Prize. Her research has been published in peer-reviewed journals, and she has presented at conferences worldwide.

Emilia is also the former President of the Independent Web Creators of Canada, an association that advocates for Canadian web creators, and the parent organization of T.O. Webfest, an international festival that celebrates excellence in web series. She is a strong proponent of design thinking as a problem solving and audience engagement strategy and is involved in the delivery of high profile design jams that bring together a wide cross-section of stakeholders to address social, cultural, technical, organizational, and policy challenges.