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SocialMedia.org
                                    Video Case Studies



   SocialMedia.org
         This video is from
    Case Studies
           BlogWell
            San Francisco
            June 20, 2011
This presentation is from
         socialmedia.org/blogwell



BlogWell                                Laurie Shook
    San Francisco
    March 27, 2012
                                    The Power of the Crowd
   socialmedia.org/blogwell
Verizon Idea Exchange
Digital

Fan Engagement with New
Product Development


Blogwell San Francisco
March 27, 2012

Presented by Laurie Shook
                            1
Idea Exchange Overview

                                                                • Launched: July 2010
                                                                • http://verizon.com/ideas




 Description:
 • A place for Verizon customers to share ideas for Verizon services.
 • Customers comment and vote up ideas
 • Customer-vetted ideas taken to product teams
 Benefits:
 • Encourages customer engagement and self-service
 • Identifies new product and service enhancements
 • Facilitates customer-driven products/services

Verizon Digital
                                                                                             2
Capturing Diverse Input
Many topics within FiOS/ wire line
consumer portfolio
  23 Votes
  Option to automatically view HD
  version of show if available
  Status: Acknowledged
  by aschiefe on 02-15-2012 07:41 AM
  I know that you can jump to HD if it is available, but how about a
  set-up option that allows us to scroll through the standard TV list
  (i.e., the lower channels), and if the show is available in HD
  AUTOMATICALLY show it in HD.
  we'll look at that.


    135 Votes
    Add an option to hide                                               2 Votes
    channels that I don't subscribe                                     Verizon Cable Remote Panoramic Video
    to                                                                  Camera
    Status: Launched                                                    Status: Acknowledged
    by ACABThomas on 08-02-2010 08:44 PM                                by daforest on 03-01-2012 07:33 AM - last edited on 03-01-2012 Verizon,
    Currently there's no way to hide unsubscribed channels in
    the guide and when hitting channel up/down - this is                I have been a long time customer and openly expressive about how impressed I
    ridiculous. Clearly Verizon…advertise these additional              am with your services. This being said, there are not many times when I will
    channels in hopes of getting people to subscribe to them            vocalize a concept or idea that I have to your marketing staff, but today, I was
    and spend more money. Well all it does is **bleep** people          lucky enough to have our heavenly father, Jesus Christ, give me the most
    off, so please add this option.                                     impressive idea I think you will ever hear. A Verizon Cable remote with an HD
                                                                        Optimized Laser Accurate Panoramic Thermal Video Camera TM. Yes, you
                                                                        read that correctly.
Verizon Digital
                                                                                                                                                           3
Content and Exchange Process Suggestions

   14 Votes
   Longhorn Network
   Status: Launched
   by sneedles on 04-06-2011 12:55 PM
   Please carry the new Longhorn Network



                                                           3 Votes
                                                           SEC TV/Sunshine Network
                                                           Status: New Idea
                                                           by NYIceQueen on 03-02-2012 01:31 AM
                                                           I would like to see Verizon offer SEC TV to everyone. I'm in NY But from
                                                           FL and I'm stuck with the Big Ten Network and the LONGHORN
                                                           NETWORK. I can understand Big Ten but LONGHORN? How close are
      26 Votes                                             we to Texas up here?
      Vote against an idea
      Status: New Idea
      by nascar    on 02-16-2012 12:16 PM
      As it stands now we can only vote for an idea. I'd like to be able to
      vote against the idea. There may be an idea with 8 votes for but 20
      might not like the idea so it should be a -12.



Verizon Digital
                                                                                                                                      4
Idea Exchange Vetting Process

                    1706
                    Ideas
                  Submitted
                                         917 Net
                                          New


                   Unique?    New?           Clear?
                                                                 283                      39
                                                               Accepted                Launched

                                                                               In
                                             Under
                                                                 Accepted   Progress     Launched
                                             Review



                                     Later
                                                       Not
                                                      likely




 Ideas assessed and prioritized based on urgency,
 value, and customer benefit
Verizon Digital
                                                                                                    5
Verizon Case Study: The IMG 1.9 Plan

The IMG (Interactive Media Guide)                Legacy IMG

• Business Objectives:
     • Extended HD Channel Guide
     • Shortcut to HD Channels
     • Hide unsubscribed channels
     • DVR chapter selection
     • Make guide softer, easier on
        the eyes                       New IMG
• Plan of Action:
     • New releases 1X a year
     • 1 year development cycle
     • Rigorous Beta test prior to
        launch
• Desired Results: Call avoidance to
FiOS Service Center (over time)




Verizon Digital
                                                                   6
Mixed Customer Reactions

•   @FiOSTV wow the GUI is nice!
•   Love being able to watch stuff off both DVR's!
•   New Subscribed Channels list=awesome. (Idea Exchange request)
•   and the esata availability is huge (Idea Exchange request)




Verizon Digital
                                                                    7
How to Respond?



•   Cool your jets before responding
•   Respond within the medium (Idea Exchange)
•   Personalized response
•   Addressed testing effort, and perception / reality differences
•   Mentioned positive feedback without being defensive

     “I am sorry you are not of the same mind... and we will work to get you all
     smiling again.”
     by Joe_Ambeault on 09-16-2011 07:56 AM




Verizon Digital
                                                                                   8
Why the Disparity?

  Community Bias?                      Test Condition Bias?

                                       • New guide tested in lab-like conditions;
                                         Visibility issues at home?
                                       • “Hawthorne Effect”—desire to please
                                         test conductors

• Active Idea Exchange members more
  likely innovators/early adopters
• Objectors not active forum members




 Verizon Digital
                                                                                    9
Impact of Social on Product Development



  •   FASTER customer feedback
  •   See nuances of customer opinion
  •   More focus on customer priorities
  •   Customer expectation: “internet time”




Verizon Digital
                                                                 10
Contact Information
   Laurie Shook
   @Laurie Shook
   Laurie.Shook@verizon.com




Verizon Digital
                              11
SocialMedia.org
         This video is from
    Case Studies                    Learn more about past and
           BlogWell
            San Francisco
            June 20, 2011
                                       upcoming BlogWells
This presentation is from
         socialmedia.org/blogwell



BlogWell                            socialmedia.org/blogwell
     San Fracisco
    March 27, 2012
   socialmedia.org/blogwell

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BlogWell San Francisco Case Study: Verizon, presented by Laurie Shook

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This presentation is from socialmedia.org/blogwell BlogWell Laurie Shook San Francisco March 27, 2012 The Power of the Crowd socialmedia.org/blogwell
  • 2. Verizon Idea Exchange Digital Fan Engagement with New Product Development Blogwell San Francisco March 27, 2012 Presented by Laurie Shook 1
  • 3. Idea Exchange Overview • Launched: July 2010 • http://verizon.com/ideas Description: • A place for Verizon customers to share ideas for Verizon services. • Customers comment and vote up ideas • Customer-vetted ideas taken to product teams Benefits: • Encourages customer engagement and self-service • Identifies new product and service enhancements • Facilitates customer-driven products/services Verizon Digital 2
  • 4. Capturing Diverse Input Many topics within FiOS/ wire line consumer portfolio 23 Votes Option to automatically view HD version of show if available Status: Acknowledged by aschiefe on 02-15-2012 07:41 AM I know that you can jump to HD if it is available, but how about a set-up option that allows us to scroll through the standard TV list (i.e., the lower channels), and if the show is available in HD AUTOMATICALLY show it in HD. we'll look at that. 135 Votes Add an option to hide 2 Votes channels that I don't subscribe Verizon Cable Remote Panoramic Video to Camera Status: Launched Status: Acknowledged by ACABThomas on 08-02-2010 08:44 PM by daforest on 03-01-2012 07:33 AM - last edited on 03-01-2012 Verizon, Currently there's no way to hide unsubscribed channels in the guide and when hitting channel up/down - this is I have been a long time customer and openly expressive about how impressed I ridiculous. Clearly Verizon…advertise these additional am with your services. This being said, there are not many times when I will channels in hopes of getting people to subscribe to them vocalize a concept or idea that I have to your marketing staff, but today, I was and spend more money. Well all it does is **bleep** people lucky enough to have our heavenly father, Jesus Christ, give me the most off, so please add this option. impressive idea I think you will ever hear. A Verizon Cable remote with an HD Optimized Laser Accurate Panoramic Thermal Video Camera TM. Yes, you read that correctly. Verizon Digital 3
  • 5. Content and Exchange Process Suggestions 14 Votes Longhorn Network Status: Launched by sneedles on 04-06-2011 12:55 PM Please carry the new Longhorn Network 3 Votes SEC TV/Sunshine Network Status: New Idea by NYIceQueen on 03-02-2012 01:31 AM I would like to see Verizon offer SEC TV to everyone. I'm in NY But from FL and I'm stuck with the Big Ten Network and the LONGHORN NETWORK. I can understand Big Ten but LONGHORN? How close are 26 Votes we to Texas up here? Vote against an idea Status: New Idea by nascar on 02-16-2012 12:16 PM As it stands now we can only vote for an idea. I'd like to be able to vote against the idea. There may be an idea with 8 votes for but 20 might not like the idea so it should be a -12. Verizon Digital 4
  • 6. Idea Exchange Vetting Process 1706 Ideas Submitted 917 Net New Unique? New? Clear? 283 39 Accepted Launched In Under Accepted Progress Launched Review Later Not likely Ideas assessed and prioritized based on urgency, value, and customer benefit Verizon Digital 5
  • 7. Verizon Case Study: The IMG 1.9 Plan The IMG (Interactive Media Guide) Legacy IMG • Business Objectives: • Extended HD Channel Guide • Shortcut to HD Channels • Hide unsubscribed channels • DVR chapter selection • Make guide softer, easier on the eyes New IMG • Plan of Action: • New releases 1X a year • 1 year development cycle • Rigorous Beta test prior to launch • Desired Results: Call avoidance to FiOS Service Center (over time) Verizon Digital 6
  • 8. Mixed Customer Reactions • @FiOSTV wow the GUI is nice! • Love being able to watch stuff off both DVR's! • New Subscribed Channels list=awesome. (Idea Exchange request) • and the esata availability is huge (Idea Exchange request) Verizon Digital 7
  • 9. How to Respond? • Cool your jets before responding • Respond within the medium (Idea Exchange) • Personalized response • Addressed testing effort, and perception / reality differences • Mentioned positive feedback without being defensive “I am sorry you are not of the same mind... and we will work to get you all smiling again.” by Joe_Ambeault on 09-16-2011 07:56 AM Verizon Digital 8
  • 10. Why the Disparity? Community Bias? Test Condition Bias? • New guide tested in lab-like conditions; Visibility issues at home? • “Hawthorne Effect”—desire to please test conductors • Active Idea Exchange members more likely innovators/early adopters • Objectors not active forum members Verizon Digital 9
  • 11. Impact of Social on Product Development • FASTER customer feedback • See nuances of customer opinion • More focus on customer priorities • Customer expectation: “internet time” Verizon Digital 10
  • 12. Contact Information Laurie Shook @Laurie Shook Laurie.Shook@verizon.com Verizon Digital 11
  • 13. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell