The Innovator 25:

Stacey Ferguson

Chief Curator

Be Blogalicious

"The creative use of various platforms - from Periscope to Instagram and beyond - is a refreshing commentary on the power of voices, and the need to connect with one another."

While recruiting and retaining people of color continues to be a struggle for the industry, Ferguson has built a business around celebrating diversity among women in social media. The Be Blogalicious network and conferences speak directly to brands looking to reach multicultural women (in particular those with active digital footprints) and reiterates how diverse audiences simply can't — nor shouldn't be — be ignored or taken for granted.

Describe what you do.
As Chief Curator of the Blogalicious community, conference and influencer marketing network, I create brand strategy, develop strategic partnerships, solicit and manage corporate partnerships and campaigns, and execute each component of the Blogalicious brand: a digital community and offline conferences connecting over 5,000 multicultural women influencers with brands and celebrating diversity in social media.

Where are you from/hometown?
Montreal, QC CANADA

Where are you based now?
Washington, DC Metro Area

In what area of marketing/PR do you see the most innovation?
Creative storytelling & Content. Given my start as a blogger and social media influencer, my perspective may be biased! However, I continue to be inspired and moved by the quality and substance of the content being created day in and day out. The creative use of various platforms - from Periscope to Instagram and beyond - is a refreshing commentary on the power of voices, and the need to connect with one another.

How would you describe the communications/PR industry's level of innovation?
More innovative then other marketing disciplines. Those in the PR industry who make it a priority to understand what drives consumers and who decide to take risks and invest in the right influencers are leading the way when it comes to innovative marketing strategies.

What is most important for the PR industry to do to foster more innovation?
Disrupt the agency business model

How do you define innovation?
Pushing the envelope and bucking convention to find better solutions to an existing problem.

Most innovative PR/comms campaign you've seen in the last 12 months?
Dove's #LoveYourCurls emoji keyboard for curly girls of all hues.

What brands and/or agencies are most innovative when it comes to marketing/PR?
Edelman/Dove; Kia Motors; Hologic; Coca-Cola

Describe a moment in your career that you would consider 'innovative.'
Co-creating, in 2009, the first conference and community for women of color bloggers and social media influencers.

Something — not PR/marketing related — that is innovative.
Pop culture memes on social media

Please giveour readers an idea of something that can inspire innovation — this can be a book/movie/podcast/activity/article.
A favorite of mine is Fast Company magazine.

Least favorite time of day?
Before 7am on a weekday!

Most innovative place in the world? This could be a city, a venue, a neighborhood, etc.
Port-au-Prince, Haiti!

#FirstSevenJobs
- Ice Rink Concession Stand Attendant
- Dough fryer at Beaver Tails @ LaRonde (Montreal amusement park)
- Telemarketer!
- Library Shelving Assistant
- Dining Hall Cashier @ University of Florida
- Student Mental Health Center Receptionist @ UF
- Corporate Lawyer :-)