In preparation, I put together an abstract of my talk. I’d love for you to weigh in and let me know what you want to see me cover in my 18 minutes.

“How would you feel if you knew that your Facebook posts were being used by marketers to develop advertising strategies? Welcome to the world of social listening, where your internet behavior and public content are shaping your everyday consumer experience.

There’s no question that social media has changed our world. Facebook has enabled us to network and stay in contact with loved ones in ways that were never possible. You can find ratings and reviews on anything from bands to bars to plastic surgeons. Social Media has brought education to our finger tips and enabled our President to connect with citizens via Reddit.

The advertising industry has been on the forefront of adopting this new media. As there are seemingly endless opportunities for marketers, consumer insights research and strategy have become imperative. In this talk, Kaitlin Maud will give you a behind-the-scenes look at how Planners are using the information that you share on social media to create rich, personalized brand experiences tailored to your interests and behavior. She will discuss how your online activity is shaping advertising campaigns and product development – and the potential long-term implications of this work.”

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At my last store visit on Friday, I met with a manager who had been with the company for 15 years  (excluding the 1 year she decided to try a job somewhere else and came running back). She recently lost an associate on her team and was falling behind in placing orders, because she was also trying to train someone new. The store was busier than any store I had been to – which is saying a lot, because I was out during the holidays for Form Factor tests. It seemed like every time she came over to chat with me about the prototype, 5 more people got in line. Eventually we got a chance to chat and I could just tell she was exhausted. She mentioned that standing on the concrete floors in the store all day was really hard on her legs and back. She also mentioned that she wished she didn’t have to pay for cleaning supplies out of pocket. On top of that, one of the machines she uses every day is broken, but she hadn’t heard back from the support team about getting it fixed. The more I talked to her, the more it felt like the app we were building was only a very small piece in the puzzle that is her day to day work flow. She understood how it would help her, but in context, the app didn’t feel like a priority that needed to be addressed, because some of her basic needs in the store were not being met.

So what do I do? This type of feedback is certainly something that could effect adoption… but is it really something that I am in a position to report on or make recommendations about? The ideal scenario for these types of stores (national retail) is that they would have people shadowing and interviewing associates on a regular basis so that these needs are addressed as they come up. Associate advocates. But I hate to think that with these requests it’s an either/or thing. Do they get cleaning supplies OR an associate app that will increase their efficiency? How do we ensure that we are doing right by the people that we interview etc. while still executing the client ask? It seems like a slippery slope.

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GymIt: Brand Launch

 
Objective: Create and launch a brand for a budget-friendly concept gym in Boston.
 
Our solution: A brand and an integrated campaign driven by the single minded message “gyms are for working out”.

Execution: Our team was hands on with every aspect of the brand creation from the name GymIt, to “Gymbo” the GymIt mascot, and even choices made in the design of the gym itself. To launch the brand we organized a field team of ambassadors to hand out swag we designed (above) at the Boston Marathon and other high-traffic public events in Boston. We also ran Out of Home on public transit and in bus stations, and supported all initial promotional efforts with an awareness campaign across social media. The tone was down-to-earth and playful, with taglines such as “Earn Your Mac n Cheese Tonight”, “Cancel Any Time Without Pretending You Moved” and the slogan “Get In, Work Out”.

Performance: Since its opening in May 2011, GymIt has expanded to a second location and has earned a reputation as the gym in Boston that will open its doors to any and everyone – no matter their background or fitness level. They’ve amassed a Facebook following of over 4,500 and continue to receive praise for their cheeky advertisements. With over 35 5-star reviews on Yelp it’s clear that not only do members love the brand, but they really understand what it’s about. One Yelper says: “This place truly holds up to it’s slogan, ‘Get in. Work out’. It’s a no frills kind of operation… GymIt is IT for the gym seeker in Boston. Highly recommend this place to anyone!”

My role: Brand Planner, Digital Strategist, Field Coordinator
 
 

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LeBronJames.com

Objective: Re-design the LeBron James site to engage both LeBron fans and sponsor brands… and have it done in time for Miami to take home the championship.

Our solution: An online community for #teamlebron. [Launch]

My role: Lead Strategist/Planner, Social Media SME

Coverage: Compete – lebronjames.com One of the Fastest Growing in the Basketball Category; AdAge: Agencies to Watch in 2013

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LensCrafters: How You See It

 
Objective: Tell the emotional story of the commitment LensCrafters has made to provide better eyesight for all. Remind people how amazing and important their eyes are.
 
Our solution: An interactive look at how your eyes see the world around you. Built using the Facebook API. [Launch]
 
My role: Strategist, Social Media SME

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