Welcome to Social Lab


Welcome to Social Lab

Strategic Marketing @ the Speed of Social

There has arguably been no more disruptive force to the marketing and communications status quo than what we've experienced in the last decade with the rise of social media and social networks.

The public are no longer passive consumers and brands & organizations are no longer faceless entities behind familiar icons and logos. We're all part of a new cultural landscape driven by context and relevance in real time throughout the social web.

Turning this evolution into business advantage is a tremendous opportunity for those that can truly humanize their brands and develop a true strength in real-time conversational marketing.

But the complexity and speed of social can be daunting.  The multi-disciplinary expertise required to deliver best-in-class experiences can be challenging to marshal.

Social Lab combines compelling insights, culturally-relevant content, dynamic real-time conversation and rigorous optimization to develop innovative social solutions that are grounded in human understanding & social platform relevance and executed with the natural conversational touch of digital natives. 




David Jones, Principal & Chief Strategist

With a multi-disciplinary digital communications background spanning two decades working with leading agencies, including BBDO/Proximity, Critical Mass, Hill & Knowlton and FleishmanHillard, David Jones created Social Lab to work directly with brands, organizations and their agency partners to develop internal social media capabilities, create social media presences with purpose and collaborate on social-by-design campaign ideas.

In a career spent providing online and offline communications counsel to the world's top brands, David has developed holistic social strategies, executed social media marketing campaigns and provided internal training for organizations that include MolsonCoors, Nike Canada, PepsiCo, Bayer, Motorola, HP, Visa, the Ontario Government, WorldPride Festival and the Sandra Schmirler Foundation.

David has been a blogger, podcaster and speaker on the intersection of PR, advertising and media since 2005.  You can find his blog at and some of the papers and presentations he's authored on Slideshare.


Doug has been around since the birth of online marketing in Canada, developing and launching the original I Am Online site for Molson Canadian while at MacLaren McCann. He has since worked with several of the major players in online marketing including Modem Media, Red Sky (San Francisco) a stint in Public Relations at Hill & Knowlton, TBWA, Venture Communications, and Social Media Group. Prior to moving back to Toronto and joining Social Lab he was the Managing Director of Trigger Communications in Calgary.

In two decades he has gained experience in many industries developing strategies and managing digital projects for leading brands ranging from General Motors, Molson Canadian, Scotiabank, IBM, Microsoft, LCBO, Parks Canada and the Calgary Zoo. As a digital strategist working in traditional agencies, Doug has unique insight on how to best bring together the scale of traditional marketing with the adaptability of digital and social media.

Doug is probably most known for the creation and guerrilla marketing success of the World Rock Paper Scissors Society and the Annual Rock Paper Scissors International World Championships, which has gained international notoriety from A-level media such as; CNN, BBC Radio and Television, NPR, USA Today, New York Times, Conan O'Brien Show along with hundreds of others. His work for the Society earned both a Gold Medal and the "Most Creative PR Campaign" from the Canadian Public Relations Society in 2005. He is a frequent speaker on viral and Word of Mouth marketing. 




Strategic Insights & Optimization

Owned and organic content and conversations require constant monitoring and evaluation to ensure that the ever-increasing investment in social media is achieving the desired results:

  • Social conversation insights
  • Competitive intelligence
  • Social content performance
  • Social platform evolution

Content & Campaign Development

Social media has put tremendous pressure on marketing & communications teams to create more content that's published faster with very little room for error.  Editorial, creative and paid media must work together at the speed of social:

  • Content strategy
  • Content creation
  • Content calendar workflow & management
  • Community moderation
  • Social media advertising



Social Foundation & Infrastructure

Whether it's a first entree into social channels or an attempt to up-the-game of a mature social media presence, ensuring the foundation is sound leads to confidence and effectiveness:

  • Social voice development
  • Community management playbooks
  • Internal alignment & training
  • Escalation procedures
  • Risk mitigation processes
  • Provisioning of management & measurement toolsets

Creative Collaboration

Social media success requires a multi-disciplinary effort between agencies of different specialties.  Having a strong social advocate at the centre of the strategic process ensures the right skills are combined in the right measure to develop dynamic and effective social media programs:

  • Social strategy development & support
  • Brainstorm facilitiation
  • Multi-agency social team development
  • War-room creation and management



We'd love to hear from you. 

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