Planning For The Next Big Thing

I’ve recently completed the fiscal year 2012 corporate communications plan for The Weather Network / MétéoMédia where I work. With help from my team, we’re working to increasingly participate in weather-related conversations, online and off. This may seem like an easy task given that Canadians love talking about the weather and TWN/MM are popular brands.

However, the task of managing our social media presence, working with the news media and generally keeping our fans happy is challenging. So how do I stay ahead?

I work with a great team that is integrated across research, social, PR, customer relations and marketing. The researchers help benchmark and confirm success and customer relations respond to and manage external feedback. I highlight the research and customer relations functions since it’s rare that they work this closely with communications. Their proximity, CR reports into me and I’m part of the marketing team that includes research, gives me access to data, insights and feedback that helps build and sustain strategies.

Success looks a lot different these days in light of changing media which have altered how marketing works. Good thing I work with a team that’s immersed in the mix and understands how to demonstrate success.

The Weather Network / MétéoMédia

It’s hard to blog when you’ve started a new job. Actually, consistent blogging is challenging, period. But enough excuses.

The Weather Network (MétéoMédia in Québec), where I started last month, has done something smart with its marketing communications department. It has linked PR, marketing, research and social together to engage and inform the millions of people who connect with this popular brand.

Canadians like talking about the rain, snow and temperatures, as you’ll see in our very active Facebook communities here and here. People also like our:

And then there`s our regional and national television broadcasts, examples of mainstream media`s continued dominance over digital. Social media is increasingly important but TV still attracts much of our attention and delivers big impressions, unique users, referrals, activation and growth. The metrics are clear and the opportunity is great to do interesting work at this media company.

As my learning curve levels out, I plan to post here more frequently.