Online Community Design and Strategy
Along with agency partner Questus, Crimson developed the strategy for a broadband entertainment portal for Verizon’s 5 Million DSL customers. The goal was to provide a showcase for the best in broadband content while building an active community where Verizon can establish an ongoing relationship with customers. CHALLENGES - Cross sell and up sell Verizon’s exclusive content, value-added services and Verizon products.
- The site must be revenue-generating
- Help Verizon build a relationship with their DSL customers
- Enable users to share the best in class content across a wide variety of genres spanning music, TV, movies, user generated video, games, sports and lifestyle.
SOLUTIONS - Address a wide variety of segment needs
- Build a robust, active community that is integrated into an immersive entertainment experience
- Enable two way communication with customers and allow customers to create their own content: video, photos, blogs
- Integrate commerce opportunities into the site
- Audience segmentation, personas, competitive analysis, business and functional requirements, information architecture, content strategy, community strategy, revenue strategy, marketing strategy.
RESULTS - VerizonSurround is now the successful Verizon-wide community platform
- Webby Award 2007 for Dave Matthews microsite
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