On the corner of 15th and L, a minutes walk from McPherson Square, Social Driver Chief Strategy Officer and co-founder Anthony Shop can look out from his digital agency’s new office space and see 20 new hires, an almost 45 percent growth of staff, in the coming months. Digital marketing strategies — possibly more so than any other sector — have needed to quickly evolve in the face of the rising influence of social media. Companies should no longer ask the question of how to market to their customers, but rather they must realize their customers are their marketing, Shop told DC Inno.
“Marketers used to win by interrupting people. Today, it just doesn't work. If you've ever been to Times Square, the most expensive place in the world to interrupt people with your ads, this becomes very clear: no one is looking up at their ads. They are all glued to their phones. Successful marketing looks a lot more like grassroots organizing than ever before,” Shop said.
Washington, D.C.-based Social Driver builds websites, develops mobile apps and runs social media campaigns to help businesses connect with their audiences. Last year, the digital agency worked to expand the e-rate program, which funds Internet in schools and libraries across the country. Social Driver worked with the Alliance for Excellent Education on this campaign to activate thousands of teachers, students and community members. Months later, the FCC expanded the program by about $2 billion, using the hashtag Social Driver created — #Internet4Schools — in its announcement.
The firm is known for its work on the education and health care front, but it is now also looking to expand on several other verticals — especially entertainment, retail, insurance and automotive. With just under 40 employees currently on staff, Social Driver was recognized as the "7th Fastest Growing Agency in the United States" by The Agency 100. “Media are converging, and the most successful campaigns operate where different media converge. We've built our business model around this,” the CSO said.
In December of 2014 the private agency decided to move to a new office, anticipating further growth and the need to expand the size of their team. Currently, Social Driver is hiring for a new HR Director and several strategists, designers and program developers.
Shop described that the marketing sphere, as a whole, is quickly changing and the need to adapt quickly is necessary if an agency wants to survive — he drew parallels to the dynamics at play in the political campaign world. Shop said that, “marketing is no longer about interrupting your customer, but instead, becoming part of their story — the autobiography they are already writing online every day. Companies are excited about how we have helped leading companies, trade associations and nonprofits unleash the energy of their people. This is driving our sales growth. Leaders around the world are looking to DC for strategies on how to engage their people in the 21st century. They want innovation.”
"D.C. is a great place to do business. Smart and savvy millennials from all corners of the earth are drawn here"
Given the challenging and often crowded market circumstances of digital advertising, Social Driver’s position in the nation’s capital has afforded the company certain advantages. “D.C. is a great place to do business. Smart and savvy millennials from all corners of the earth are drawn here because of what the community has to offer, ranging from professional opportunities to public transportation … Programs like the Qualified High-Tech Tax Incentive program and others help make DC even more attractive for companies like ours,” said the Social Driver co-founder.
“When I landed in D.C. for the first time back in 2003, this felt like a government town. Now, prime real estate on K Street is occupied by 1776 and companies like Social Driver. The bars and coffee shops on 14th Street — a neighborhood few people had visited a decade ago — are filled with startup entrepreneurs wearing T-Shirts displaying their logos rather than pinstripe suits.”
