Bryan Coren

Hey there! My name's Bryan Coren & I am currently working as a Social Strategist for Cossette Toronto. Here you'll find my blog posts, professional work, and the most useful information you'll never need. Stay tuned!

Snapchat Murders Facebook

I can’t help but LOL when I talk with clients about SnapChat. So many are scared to jump into emerging social networks without established ad channels that can “slightly” prove ROI. But what most marketing people don’t understand about social media is that it should NEVER be about your brand or promotional message. Your brand needs to establish a long-term relationship that can lead to top of mind recall through entertainment, value, conversations and mutually-beneficial connections.

Why Your Social Media Marketing Sucks (And How To Make It Better)

Is your social reach declining?

Are you thinking, “Why does no one engage with me?”

Does getting 22 “Likes” on a Facebook post make you “happy”?

If you answered yes to any of the above questions, your social media marketing probably sucks.


No, not you, I promise it’s not you. It has everything to do with your content strategy.

Now, before we go any farther let’s define the basics of a Social Strategy. See below for a quick Social Strategy 101:


1.DEFINE THE ROLE of each platform based on established consumer behaviors
2.CREATE ENGAGING CONTENT that enhances their experiences by delivering value or entertainment
3.BE AGILE to respond to ever-changing consumer needs & platforms

Let’s take a moment to stop and think about what the ROLE is of our current social networks.

Did you think about it? Good.

If the role of any of your current social networks is to educate the consumer about your products, direct them to in-store deals or link them to your website to learn more about your products or service, you’ll never get more than the current level of engagement you’re getting now.

So if we can’t push our products and brand message down their throat every social post, how will we engage our customers?

I know! We’ll engage them with relevant timely content (genius idea, I know)

Like today! Guess what today is? It’s Friday, and we, we, we so excited.

Okay shit seriously it’s Friday. We better do a weekend post to get our fans excited about the weekend, right?



Unless your brand represents and stands for the weekend (think of your favourite beer company), then you have no right to be talking about the weekend. Stop trying to be something you’re not. 

Focus on creating meaningful connections with your fans based on value, authenticity, and story-telling.

Why Content Marketing Is Important

The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story. The value returned is often that people associate good things with — and return to engage with — the brand.

Look at the Coke campaign, “Share A Coke”. This is content marketing to a T - giving the consumer the opportunity to create the ad, post it on their social network and share with their immediate circles.

Good social media facilitates conversations, bad social media directs conversations. 

Consumers today are creators, curators and critics—personal expression and creativity is expressed every day on personal social networks. We’re moving towards a place where brands are valued because they are accessible and relatable, not because they made a funny post about Friday.

Remember why you joined social media in the first place. I guarantee it wasn’t to learn more about a product or service. It was to connect, be entertained, and learn. Your fans are no different than you. 

Heineken - @WhereNext

I love this campaign.


Smart, socially-led, and perfect for Millenials, Heineken has developed a new Twitter handle to help users find what’s happening right now in their city. Focusing on bars and restaurants, @WhereNext works by users tweeting the handle and using the geo-locate tool on Twitter to receive recommendations on what’s hot in their area. 

Obviously what’s great about this idea is that it’s so much more than just finding places that sell Heineken beers. Notice how the handle is branded? This allows Heineken to position themselves as a nightlife compass, helping users discover new places in an engaging and relevant way.

Give them a follow at:

Mercedes Benz #GLAPacked


Although I love this campaign, I don’t know if it’s smart for a luxury brand to target millennials, especially when it’s such an expensive product. But Mercedes-Benz is putting this strategy to the test with their new campaign, #GLApacked.

The brand is targeting millennials for the release of the GLA sports car this Fall, with the help from established artists and athletes who are top influencers on various social channels. Each user was loaned a GLA and asked to document a cross-country road trip on their account.

In the past year we’ve seen a strong push to a more visual web experience, and we know Visual storytelling on social is crucial to reaching this demographic, but realistically, most millennials won’t be able to purchase a Mercedes until they are older. Hopefully social executions like this will keep MB top of mind when the time actually comes.

Check out the microsite and enter for your chance to win 1 of 5 featured cargos: