Panel Discussion: “From Insights to Action: Changing the Conversation One Tweet at a Time” – SMWi Toronto 2016

Panel Discussion: “From Insights to Action: Changing the Conversation One Tweet at a Time” – SMWi Toronto 2016

Our first panel discussion of SMWiTO 2016 explored the topic “From Insights to Action: Changing the Conversation One Tweet at a Time”. The panel was presented by Twitter Canada.

What can one tweet mean to a person’s view of themselves and their self confidence? Learn how Dove launched their insights driven campaign, #SpeakBeautiful, and changed conversations from negative to positive, one tweet at a time. Mama Bee from the EhBee Family, Toronto’s first family of Vine, will join the panel, and share her insights on working with a major brand to bring their message of positivity to life. Veronica Watson MacDonell, Associate Brand Strategist for Twitter Canada, will share how Twitter powered this conversation and how data driven consumer insights can empower creative campaigns. Jamie Michaels, Head of Brand Strategy at Twitter Canada will be moderating the session.

Jamie Michaels (Moderator)

Jamie is the Head of Brand Strategy at Twitter Canada, where he partners with top marketers to build ideas that create impact during moments that matter.  He is an award-winning marketer specializing in brand strategy, digital marketing and social media.

Prior to joining Twitter, Jamie was the Director of Brand Integration for Rogers’ Sportsnet and NHL properties. In this role, he was responsible for developing and executing integrated media solutions for Sportsnet’s 5 platforms and Toronto Blue Jays media partnerships. Previously, Jamie was Director of Marketing at CBC, where he led a centralized team building partnership programs leveraging iconic brands including Hockey Night in Canada and Dragons’ Den. He began his marketing and sales career at Viacom Canada and went on to lead corporate marketing for Toronto’s 2008 Olympic Bid.

Veronica Watson MacDonell

Veronica is an Associate Brand Strategist at Twitter Canada, where she partners with top Canadian brands to build creative programs that make an impact and connect brands to their consumers. In this role, she has launched campaigns with top Canadian and global brands, providing guidance from initial concept all the way through to program execution. Prior to joining Twitter, Veronica was a brand strategist at TwentyTen Corp managing social strategy as well as building integrated sponsorships for a variety of Canadian sport brands. Veronica began her career at IMG Worldwide, working on licensing and events for sport and entertainment properties. Veronica has a Bachelor of Science and a Bachelor of Business Management from Dalhousie University, as well as a Certificate in Public Relations from Ryerson University.


Mama Bee is the “Super Mom” of the EhBeeFamily! With close to 10 million Facebook fans, 3 million followers on Vine, and 1.5 million subscribers on YouTube, the Eh Bee Family of four have risen to fame with their short-form comedy videos poking fun at daily family life. They believe that laughter and family pair well together, to create the perfect entertainment for viewers of all ages.

Robin Hassan

Leadership, innovation & strategic thinking are the key drivers of Robin’s 15+ year marketing career across: Brand, Publisher and Agency (creative & media). A believer in the mantra that “The best way to predict the future is to invent it”, Robin has led multi award winning campaigns (Internationalist, MIA, AToMiC) with innovative digital ideas at their core. Robin is a frequent speaker at conferences across North America (ad:tech, IAB Mixx, AToMiC), a regular contributor to Media in Canada, founding Chair IAB Social Media Committee and active member/advisor for several industry boards including: nextMedia and iMedia. Robin also volunteers as social media expert for @TOundrgroundmkt (local food entrepreneur community) and @wearewearables (wearable tech developer meetup).