Are you speaking to the right audience?

With IBM Cloud and cognitive technology, Leads Origins delivers a first-of-its-kind solution for social media advertising success


Manuel Delgado | Co-founder and Chief Executive Officer, Leads Origins

The success of any social media advertising campaign ultimately depends on its relevance to the target audience. But how do you zero in on the optimal users for your content? Well, for starters, by focusing on usage patterns and purchase intent instead of relying solely on demographics.

We formed Leads Origins because we saw far too many brands and organizations falling into this trap and failing to effectively engage with customers through social media channels. On Twitter in particular, we noted the discrepancy between the number of active users and the ROI for advertisers on the platform.

We envisioned a first-of-its-kind analytics solution designed to help organizations identify and speak to the social media users most likely to be receptive to their content. But as a small startup business, we needed to team with a global technology leader to bring our offering to market.

Joining the IBM Global Entrepreneur Program gave us access to the cloud infrastructure services, advanced cognitive technology and support we needed to create and launch our platform. We developed our solution in a matter of months, working in an IBM Bluemix environment and tapping into cognitive services from the IBM Watson Developer Cloud portfolio.

Today, we help a wide range of organizations boost the performance of their social media advertising efforts. Our customers typically increase clickthrough rates by at least 500 percent and improve overall engagement by at least 1,000 percent on average.

Although we work with companies across the financial, IT, media and professional services sectors, the ROI is often the most striking for our customers in higher education, where every successful connection can lead to a high-value recruitment.

For example, one of the world’s most prestigious business schools was struggling to engage with prospective students in the Middle East through social media platforms. Our tool analyzed a list of promising leads from the school’s other marketing channels and created a target audience for the client’s next social media campaign. In just a few weeks, the client attracted a greater response from prospective students in the targeted region than it had across all other channels in the previous year.

It’s exciting to see the concrete results our platform delivers for our customers, and teaming with IBM means that, as social media channels continue to change and evolve, our offering can evolve along with them. We’re always thinking about what’s next in the social media landscape, and with the tools and support we have from IBM, we know we can keep innovating and developing to help our customers thrive.