Project Summary
At The Social Element Agency, I play a key role in our ongoing partnership with Diageo North America, a global leader in the alcohol industry. My team and I manage moderation, social customer care, and engagement across the brand's Facebook, Instagram, and X platforms. We drive proactive engagement strategies and user-generated content (UGC) generation, with a particular focus on the Lone River Ranch Water brand.
In this project, I closely monitor and analyze community interactions to produce detailed sentiment reports, ensuring we remain attuned to brand sentiment. My responsibilities extend across a diverse portfolio of Diageo brands, including iconic names like Baileys, Bulleit, Captain Morgan, and Seagram’s 7. However, my primary focus is on Crown Royal, Johnnie Walker, Kikori Rice Whiskey and Mr Black Coffee Liqueur.
I take on leadership roles in various capacities, from tracking issues and flagging trends to the client, to participating in brainstorms and crafting brand guidance. Additionally, I have crafted and refined Tone of Voice (TOV) documents for my focus brands, guiding both my team and our extended team to maintain consistency and authenticity in all communications. My efforts are instrumental in enhancing the brand's presence and engagement on social media, while also contributing to the broader success of Diageo’s digital marketing strategies.
Skills
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I engage with our brand communities by providing responsive customer support, addressing inquiries, and creating memorable, tone-of-voice-aligned conversations that celebrate our community members while promoting the brand. For Lone River, I contribute to proactive engagement efforts by scouting and interacting with influencers and identifying surprise and delight opportunities to enhance brand presence.
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As the editor of The Social Spot, The Social Element's weekly newsletter, I lead the charge in curating insights on the latest platform updates and emerging trends, ensuring our clients stay ahead of the curve in the ever-evolving social media landscape.
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I support the team in finding and acquiring user-generated content (UGC) for Lone River, assisting with user agreements, content gathering, and sharing it with the brand for use on their social media channels.
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I have crafted and refined Tone of Voice (TOV) documents for my focus brands, collaborating closely with Diageo brand managers to ensure that all messaging aligns with the brand's identity and resonates with our audience.
Engagment Examples
Testimonal
“ Elizabeth is a quick study when it comes to picking up new processes, and is a great addition to the team. She has taken the lead on the highest volume brand we support in the Diageo portfolio, tracking issues and flagging trends to the client that further establish our expertise in the space.
Elizabeth has consistently put herself forward for new challenges and opportunities. From taking the lead on the Social Spot to creating relevant content for our social media channels, Elizabeth showed a strong ability to balance the needs of the project while also growing beyond it. Her eye for social trends benefited both the social spot and proactive efforts.
Elizabeth participated in brainstorms, crafted brand guidance, led TOV training sessions, and updated TOVs to ensure we are evolving with our brands to better bring their campaigns to life. While she took on additional responsibilities, she also continued to provide consistent creative engagement and support across her brands.”