Thomas Sanchez has an enthusiasm for applying data creatively in a way that's hard to ignore. His focus on building marketing campaigns around people has propelled Social Driver since he founded the digital agency in early 2011. The company has doubled in size over the last few years, expanding into a new, eclectically decorated space and add clients ranging from recycling advocacy groups to major brands like Honda, all without any venture capital.
How do you stay creative and avoid falling into ruts?
One of the ways I stay unique is I ask questions. Questions are incredibly important for every part of my role. It's what makes a good software engineer and a good entrepreneur as well.
Where do you find inspiration that's special to you?
It's easy to find lots of marketing inspiration out there, but the best inspiration comes from looking outside your own industry. You don't want to look in just one direction. Personally, I find a lot of inspiration in cat videos on Tumblr and Instagram.
What job have you had that has had the greatest impact on your career?
My family were farmers in Missouri, and I learned a lot about business ownership working on the farm when I was a kid. Ever since then I've wanted to be an entrepreneur. The thing working on a farm gives you is optimism. Plant seeds early in spring and then you hope there's no floods, that it's not too hot or too cold and that you'll be able to harvest the crops. It teaches you about taking risks and the pressure of taking those risks. But you have to take them. Optimism is required to be really special.
How will marketing, especially digital marketing, change in the next five years?
Snapchat, period. It's already huge but it's going to be so much bigger in five years, comparable to Twitter and Facebook. You'll also see a lot more video. People will use video the way we use PowerPoint, like a standard skill set. Video is big now but it's going to be even bigger for the platforms that can really really push it out. It will be a huge shift in how companies organize themselves based on areas of convergence.
What is unique about innovation in Washington D.C?
I'm very positive on D.C. I think it's one of the most innovative cities around. One thing that make it special is it has a lot of good universities, people move here for school and stay for a while. There are a lot of trends being shaped by younger views and D.C. has lots of young people. They're smart and ambitious and really want to be here.
What’s something that you do every single day, no matter what you have going on?
Every day I like to spend a little bit of time alone. I spend a lot of time with people, but I'm kind of introverted. I like to walk to work, transition from at home Thomas to Social Driver Thomas and then back when I walk home. Walking is something I do even when I'm traveling. It helps me get my thoughts together.
Who in D.C. do you admire?
I think [TrackMaven founder] Allen Gannett is an unbelievable entrepreneur and business leader, plus a really good friend. I also admire [National Society of Collegiate Scholars founder] Steve Loflin. He's told me to 'trust your crazy idea,' and I love the idea that even in non-profits people do crazy things. He really embodies the spirit of D.C. Tech.
"D.C. has a stickiness problem."
What would you change about D.C. or D.C. Tech if you could snap your fingers and make it happen?
D.C. has a stickiness problem. People leave after a time, which is the fluid nature of D.C. but it deters people thinking of D.C. for their business versus other places. We have to get out there and sell D.C., turn our stickiness up to 11.
What is easy or hard to understand about what you and Social Driver do?
I think data-driven people get what we can do immediately. We can show when we meet our client's goals, when we succeed. We usually get reached out to when somebody in an organization sees the power o data and says, 'we need to do this.'
How does the design of the physical office fit into your vision for the company?
People are thinking beyond traditional offices. You want those open spaces like water coolers to facilitate collisions. Great things can come out of it, with our clients too. There's a growth in hoteling experiences, and for clients to be embedded in an agency. We have space we can offer to our clients to give them the Social Driver Experience.
What does it mean to be 'on fire?'
When you're on fire, you're thinking about the future, you're rolling out plans focused on strategy. A business on fire is constantly thinking about what's next.
