Lauren Shirreff : The Life Of A Digital Strategist

Lauren Shirreffs is the CEO of 2Social, a female-founded, premier Canadian indie creative and digital agency that delivers full service, community-minded marketing solutions to a growing roster of brands and businesses. With offices located in Toronto, Canada and Los Angeles, California, 2Social has proudly worked with 200+ brands on campaigns across many industries and verticals.

Being a Digital Strategist and the founder of 2Social Agency, how do you manage both your professional and personal life?
I am passionate about my work and my clients, so it can often be a challenge to breakaway. However, coming from a health and wellness background, I understand the importance of “scheduling” in time for yourself. I have taken the time to identify what it is that makes me recharge and relax, and I make time a few times each week to incorporate those activities such as yoga, meditation, exercise, long walks and spending time with friends. As a founder, I believe its very important to champion and support a healthy mindset in the workplace, especially for your team. At 2Social, we host monthly and weekly activities like our “Meditation Monday’s” that teach and help team members manage their professional and personal lives.

For those who haven’t heard of it, what is the best way to describe 2Social Agency? What types of services do you offer to your clients?
2Social is a premier indie creative and digital agency that delivers full service, community-minded marketing solutions to a growing roster of brands and businesses. With offices located in Toronto, Canada and Los Angeles, California, 2Social has proudly worked with over 200 brands on campaigns across many industries and verticals. Our team’s expertise allows for the scalability to support all elements of online and offline marketing efforts – from design to social media strategy, PR, event marketing and analytics.

Why is social media marketing important for every business today?
Social media is the best (and most cost effective) way to reach new audiences using various engaged platforms to communicate key messages from a brand or business. With the right social strategy, not only can a business communicate who they are, but they can also reach specific micro or macro target markets, establish relationships with new and aspirational customers, build trust, and develop two-way communication that can inevitably keep a business top of mind and influence buying decisions in an authentic way.

The best advice I have ever received was to hire people better than you to do the things you can’t. Also, the best way to scale is to have the best people beside you, collaborating with you, working towards the same common goal. Entrepreneurship can be lonely, but it doesn’t have to be.

Tell us a little about your background and what you did before 2Social Agency?
I started in fitness and health as a personal trainer in Toronto, Canada. I worked for a gym and also had my own private training business. It was a great learning experience that nurtured my communication, leadership and coaching/mentoring skills, and set me up to be a good leader at 2Social. My personal trainer days also allowed me to marry my passion for wellness and helping people. I then studied Fashion Marketing at the Academy of Design, followed by a brief stint living in London, England studying creative writing and working as a freelance writer for various publications. Upon returning to Toronto in 2009, I began exploring the opportunities social media had to offer local businesses to reach larger audiences and new consumers. I loved the idea of helping small businesses reach new heights, and the creativity that social media allowed in communicating messages. Within a short time, I had a large pool of exciting local businesses and national brands. Recognizing there was a growing opportunity in the evolving social media landscape, I launched 2Social with the goal of helping nurture brands and businesses with community-minded marketing solutions.

The unpredictability of entrepreneurship can be a hindrance for some people, but for me, I thrive on the challenge.

What excites you about entrepreneurship?
The adventure of it all. Starting something you believe in and curating an environment of people who inspire you to bring your ideas to life. And of course, hustling to make it all happen. Often, the unpredictability of entrepreneurship can be a hindrance for some people, but for me, I thrive on the challenge.

Which female entrepreneurs inspire you the most?
As a Toronto native, I’d have to say Restaurateur and Television Personality, Janet Zuccarini. My business partners, Sandra Cassaro and Ralf Madi also inspire me everyday. Their incredible experience and backgrounds complement my skill sets and I am proud to have them along side me for this journey.

What is one quote you like to try and live your life by?
“Say ‘Oh’ and let it go”. My father used to say this to me if I fell off my bike or scraped my knee, but I think it applies to life and business. You have to have a short memory and a thick skin, and continue to believe in yourself, even if (or when) you get knocked down… Read more