While working at Create Digital I helped lead strategy for the development of a social media program for Verizon FiOS. During my time we managed to move the client from disparate regional efforts to one unified national brand presence, align internal stakeholders and their respective external agencies, and ensure that marketing efforts were coordinated, activated appropriately in social media, and monitored for efficacy. The result was an exponential increase in followers, a marked improvement in customer sentiment in social media channels, and an expanded contract for the agency.
My duties encompassed everything from campaign ideation to client education to page redesigns and content strategy.
A quick overview of the concept of the social "assist" ; a metric we introduced to Verizon to represent the thousands of customer service and value-added interactions our branded personalities (called Digital Advocates) engaged in, mainly on twitter.
Source – http://youtu.be/Cq76FGIB3F8
Aside from specific campaigns and product launches, the day to day of managing a social media program for a brand as large as Verizon involved keeping ahead of the curve on platform-specific opportunities, constantly improving best practices, monitoring traffic, reporting on customer sentiment, content creation, competitor analysis, and the occasional crisis management scenario.
Based on four key demographics identified as representative of FiOS customers, we created branded personalities to act as guides for getting the most out of your Verizon services. These personalities were most active on twitter and provided news, attended events, and curated giveaways within their specific content categories.
FiOS' Youtube page was not well integrated into the rest of the social media program and was treated as a bit of a dumping ground for a variety of projects from the many internal departments. This is what it looked like before we proposed a redesign.
This is the Youtube page after the proposed redesign.
Video used to introduce the TV Timeline app to Verizon FiOS. The app would allow Facebook users to build out their "Entertainment Timeline" of the movies and TV shows that they enjoy and connect with the people they share those memories with.
Source – http://youtu.be/6hY70Y4qyVo
In an effort to better integrate social sharing into the FiOS product, we proposed a feature that allowed users to build out their "Entertainment Timeline" of movies and TV shows that they enjoy by sharing directly to Facebook from a button built into the remote control itself.
Whether they used the share via remote control feature or not, users could build out their entertainment timelines on Facebook from within the My TV Timeline app.
