My presentation from the Executing Social Media Conference in Toronto today.

It’s a been a wonderful road watching technology, marketing and social communications evolve on the web over the last 15 years, and it’s been fantastic & exciting being in the thick of it and running my own consultancy for the last 4 years. The last 24 months in particular have been a great journey as social networking tools have come of age rapidly. Seeing companies take the first steps in marketing and DWC (direct-with-consumer)/ social communications in this new hyper-connected reality has been a thrill to watch and participate in. Communications is changing, but at the same time the need for sound strategies, counsel and ideas remains as important as ever to navigate the waters and integrate properly. Social communications is not just outreach and PR; it is part of a larger digital experience with many touchpoints and needs based on standard business objectives.

I have of course focused on the strategy-side of the equation, and in analyzing changes in communications in the digital space. Another part of the digital coming-of-age is having brands move forward in usability and interaction in the online arena to take static, brochure-ware sites to robust, intuitive, user-centric places that continue to evolve and deliver results. Delivering rich creative experiences and personalized programs has started come into its own as clients are willing to invest more of their budget in new media as the value continues to be shown, and not being present becomes a competitive disadvantage. It’s been wonderful to see happen.

I truly believe that Experience touches *everything*: Interfaces, Interaction, Collaboration, Connection, Technology, Relationships, Creative, Information, Service, Engagement, Accessibility, Community…

Currently social media is on the cusp of becoming standard in anything digital, and incorporating digital and social communications with user experience design and solid, engaging creative/ content from the ground up is something I am truly excited about.

One of the best Experience Design agencies out there is Toronto-based Teehan+Lax, with a stellar and incredibly talented team of Associates and amazingly smart Partners (and I don’t just say so myself ;)): Geoff Teehan, Jon Lax, Jeremy Bell & my old partner-in-crime from my MacLaren McCann Interactive days on GM Canada, Dave Stubbs.

In my view, a combination of strategic planning, digital marketing, social communications and user-experience/ interaction design results in a truly robust, meaningful experience that is people-centric and grounded in *business reality*, including insights and analysis that will continue to drive innovation. It’s a natural extension of the way digital and social is moving: doing what’s best for business *and* the public, and doing it as a cohesive unit from ground zero.

Joining Teehan+Lax as Partner – Strategic Consulting makes perfect sense to me. Building this Group to aid clients in strategic business planning, including tapping into social media and mobile marketing & applications, is an exciting challenge, and my vision is to enable Teehan+Lax to provide sound business intelligence and planning capabilities, as a stand-alone offering, or fully integrated with their best-in-class user experience platform and program capabilities to drive business and communications results for clients.

I’m looking forward to the experience and the journey.

[the official press release will go out tomorrow & I'll update this post with the link... but we decided we'd let the social sphere get the scoop first :)]

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Some housekeeping:

- Wildfire SM will not be accepting new clients or projects, although I am happy to discuss new relationships with Teehan+Lax. Any existing relationships will be bound by the same terms as initially agreed to in the contract. If you have any questions give me a shout, I’m happy to talk.

- As of today the www.wildfirestrategy.com domain will re-direct to this blog. The blog will still remain (3i) innovate. integrate. ignite. Because that’s my philosophy towards marketing and it applies fully in this new context.

- This blog will change look and feel over the next couple of months, but everything feed related etc. will remain the same.

We’ve all heard the adage: Content Is King. With social media the discussions/ tips abound about creating content people want to engage with and using it to create a community of interest around your brand.

While the tips are correct, it isn’t actually anything revolutionary, Consumer Packaged Goods brands have been doing this for decades now, and have continued to expand their approach using digital channels. Looking at just two brands provides a stellar example of the right way to add value by creating useful and relevant content, build a community of interest and maintain top-of-mind awareness: Pampers & Kraft.

What sets these brands apart is how they’ve taken what their products DO and created content that doesn’t just list benefits or seek to sell the products, but encompasses real life and the needs that perhaps the products can provide.

For example, the Pampers site provides tips, tricks, expert advice, etc. surrounding each stage of having a baby – preparing during pregnancy, allergies, developmental milestones, sleep problems, baby names, etc. etc. They also provide a way for parents to communicate with each other and share experiences. Wrapped around all of that excellent content is a reward program for the products, but not much else in terms of a “sell”. The sell is the value they add as a trusted brand.

With Kraft it’s all about the experience of food – entertaining, recipes, feeding your kids, and time management to list a few. Their brilliant tool to help time-strapped families serve a meal in a crunch (list 3 ingredients you have on hand and Kraft will recommend a recipe) speaks to how much thought they’ve given to understanding their customers and providing value. Wrapped into what they’re providing is of course their plethora of products, but it’s not focused on “buy this now”, but on “how can we help”.

These brands have taken what they offer and provided solutions to help with free value-added content and no guarantee you’ll buy from them. But since it’s useful and relevant, you probably will.

There are tons of CPG examples out there – what are your favourites?

[photo credit: Martino! via Flickr]

(hint, it’s not to validate the tool your consultant has chosen as their favourite)

Recently a lot of research has come out that shows who and how people are using specific social networks, which is a great thing for any MarCom person. Reports have shown the average age of users of key networks such as Twitter, Facebook, and LinkedIn, as well as where people are sharing information online. Not only is this information valuable on a pure: finally, some actual hard stats on the latest online usage, perspective. They also reinforce a key point in traditional marketing: Demographics and Psycographics are more than just “old” marketing buzz words.

Just as PR people shouldn’t target journalists who don’t cover a clients field, social media shouldn’t be looked at as needing to be omnipresent on every conceivable channel, or a “spray and pray” tactic.

Where your customers ARE and how they use those channels is vital to crafting a well thought out and meaningful strategy. Are they on Facebook? Twitter? MySpace? Email? Mobile? (to name a few). And what do they do when they are there? How can you reach them within their own comfort zone?

Advocating that you MUST be in a particular location without solid reasons why and a comprehensive strategy for what you will do when you get there is folly and a waste of time and resources. You may find that although the majority of your customers (and prospects) love Twitter, they despise interactions with brands within that channel. They may prefer to connect with *your* brand via email or, horrors, direct mail or your own website (which they found through search).

Being “social” on the web means truly embracing the methods the people you want to reach want you to reach them in. It doesn’t necessarily mean following hot on the heels of the latest tool to hit the tech-o-sphere and generate the greatest amount of buzz amongst the social media consultants – especially if they aren’t the people who buy your products or services.

The golden rule of marketing always applies: know who you are and who your customers are before choosing a medium to communicate within.

[photo credit: Plamen Stoev via Flickr]

Blending personal with marketing is something I have done for years, some would say it’s a character flaw as I’m constantly looking at how marketing impacts and influences my life, but I can’t help it, it’s in my blood I guess. I recently had twin girls, Isabelle & Olivia, and although I had planned extensively for them, cribs, stroller, dresser, rockers, play yard, etc. etc. it wasn’t until recently that I started getting into buying them clothes or decorating their room (note “room” not “nursery” – a slight distinction, but an important one). When I was thinking about how to dress them, what colours to use, theme of room, etc. I kept vacillating and realized that I had no idea who they were or what they might like as individuals. They aren’t carbon copies, they are distinct and unique human beings – how could I design something for them or try and force-fit a ’style’ onto them without having met them? What if I was wrong? (and it’s not cheap being wrong…)

Now some may say I over-analysed and what’s wrong with picking out a nursery theme for them in advance and letting them deal with it? You don’t get choices when you are a baby. Well… because 4-months in I see their distinct personalities coming out and they are quite different. Olivia lights up when she sees girly dresses and Isabelle goes nuts for the colour red for example. I’m getting to know them now & have a good sense of who they are and how I can incorporate their differing personalities into their wardrobe, room, and toys. 

I started from a simple premise: they needed to feel comfortable and secure. Everything else is just window dressing. So I knew I wanted them to feel at peace in their room instead of being overwhelmed with bright colours, they needed a place to sleep & a place to put their clothes, but that was as far as I got. We knew we needed to paint regardless of the choice, it was a very dark colour initially, and Kevin suggested (and painted) two colours – sky blue & light yellow sunshine for trim. Very uplifting and calming colours and a warm space for them to spend time in. That worked. 

So that’s where we ended up – a painted room we wanted to spend time in. Pretty good starting point – in marketing terms, I was in the door & willing to spend some time browsing around. The foundation was set experientially. Of course it’s not *my* room, it’s theirs so all I did was added two dark wood 3-in-1 cribs that could be painted if the girls wanted to individualize their beds down the road, an antique white dresser that can also be painted if they want, a neutral rug, a funky lamp, and some wall stickers. That was it. No other “stuff”. No wall art, no “princess” or “jungle” pre-packaged theme, no elaborate crib bedding sets, just a relatively plain room that felt good for wee ones. Now that I see who they are I’m starting to refine, change, or add to their space to make it their own.

Why did I feel like I needed to rush and get all this done & design the perfect ‘experience’ for them without any context outside of what *I* (Brand “Mommy”) thought they’d like? Of course I built the foundation, but I left the door open (and mandatory) for iterations, changes, and growth. I let them show me who they were. I design for them, not for me. I facilitate and enable their personalities & mediate the differences, not dictate my taste. 

I’m designing their “user” experience in the world — and funny enough, the same principles about getting to know them apply if you are a brand too.

[photo credit: shashchatter via Flickr]