Media Mavens: In conversation with Erin Warner
A multidisciplinary communications professional, Erin has worked across a diverse number of fields. Starting in Toronto's arts community at the Harbourfront Centre and the IMC (The Image Centre) before moving on to the Brookfield Institute for Innovation + Entrepreneurship, a think tank advancing innovation policy in Canada. Now, Erin heads communications at the University of Toronto's Acceleration Consortium where her passion for startups and communications meet.
We chatted with Erin about what she’s learned along the way, her advice for others starting out, and how making ideas and information accessible to a wide audience is at the core of all communication strategies.
Cleo: You’ve worked with a range of organizations, often while they were just getting off the ground, what would you say is the core of their communications and marketing strategies that unites them all?
Erin: A clear, compelling story and a defined target audience. Two things that are, of course, intimately connected. Without a strong story (and purpose), no one is going to care about what you’re selling and even with that narrative in hand, without a community you’re just talking to yourself (or to the bots). I’m really interested in making complex ideas accessible to a wide audience!
Cleo: We also love working with startups! What is it about startup life that draws you in?
Erin: It’s fun to be a part of something new. To help shape the vision, set priorities, and work lean. I also have a deep respect for entrepreneurs, having grown up in a family full of them. My grandfather never worked for anyone else during his 102 years: he was a farmer, toymaker, a car dealership owner, a taxi company owner and industry pioneer, and a philanthropist. My parents and brother too. The spirit, the confidence, the energy, and the long list of wonderful attributes that it takes to run your own business are impressive, and I like being around that kind of vibe.
Cleo: In your opinion, what kind of role does social media play in marketing and communications today?
Erin: It’s an important tool to engage with your community and grow it. It allows us to connect with people and organizations irrespective of borders, time zones, and other traditional barriers.
Cleo: What’s your biggest challenge when it comes to social media?
Erin: Sometimes I think it’s just a big room of people talking over each other, but not enough listening. I think we could all benefit from listening a bit more, both online and IRL. If we really listen more to our followers, we can get a better understanding of their wants and needs, and then attempt to satisfy them. On social that means actually engaging: liking and commenting on other people’s content, sharing it, and celebrating their successes. Then before you know it, you’ve created relationships, which are a critical part of any business. And if you’re thinking: this makes sense but who’s got time for it? That’s when a social media agency comes in handy… :)
Cleo: You have had such a diverse marketing career, from working in the arts community to working with start-ups and now the science community. What advice would you offer someone rising up in the marketing industry and trying to choose a direction for their future?
Erin: Work for places and with people that inspire you. One of the best things about marketing and communications is that it’s a role that exists in almost every organization. This means you could work just about anywhere, including in a job where you can do some good (for people, the planet, for a cause you believe in). And don’t be afraid to challenge yourself or try new things. Variety is the spice of life. I can honestly think of so many more (true) cliches, but I’ll hold back from including more (everything in moderation).
Cleo: And a fun one to finish off, what’s your favourite way to take a break from work?!
Erin: A walk––with a friend or a podcast. There are some great trails near me in Toronto (e.g. Cedarvale), it’s kind of like a green oasis in the middle of the city.