Project Description

Cogeco Peer 1

Background

We began work with this team when Cogeco and Peer 1 — both Canadian enterprise web hosting firms — merged to become Cogeco Peer 1. Our role was to guide the change management and integration of the customer facing social media channels, as well as the restructuring of their social media and marketing employees responsible for these channels.

Solution

The project entailed amalgamating and/or shutting down over 75 authorized and unauthorized social accounts (everything from Google to Pinterest) into three corporately run accounts. Once the authorized accounts were up and running and core social team identified, we trained the newly amalgamated team. The new team also included members of their customer care team, so that social complaints, problems, etc could be dealt with directly by customer care.

As part of the training, we developed a working social media governance document, to guide the Cogeco Peer 1’s global social media presence.

Results

A worldwide brand with governance and strategy in place, and consistent brand identity and language across all channels. Cogeco was successfully able to handle their social media strategically and efficiently. The simplified accounts and new strategy reduced their human resources allocated significantly, while providing better online experience for their customers.

“With Spryberry’s help, we were able to integrate our social efforts and move social media in house so that our own experts could speak intelligently and quickly to customers. Customers are asking questions and getting the best answers. Cogeco’s social selling has skyrocketed.”

Catherine Haboly , (former) Manager, 
 Communications and Public Relations
 Cogeco