Global Web and Community Strategy Along with an agency partner, Crimson developed the global site and community strategy for ABC’s Day Time Soap brand, Soapnet. The goal was to leverage the fan base from Soapnet.com and extend their participation across all of Soapnet’s diverse social media offerings (community, video portal, and wiki), all while creating a cohesive and consistent user experience across each property. CHALLENGES Establish common business and marketing goals for the Soapnet web properties and community Create a smooth network of experiences that would support the Soapnet brand Extend user participation to encourage content generation and ownership for the community Enable users to access, view and share best in class content in a accessible and easy to use manner SOLUTIONS 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 , community strategy, revenue and marketing strategy. RESULTS A scaleable infrastructure was established that will allow ABC to continue adding programs to their social marketing initiatives without fragmenting the brand.