Director, Social Media at SquareTrade
- San Francisco Bay Area
- Public Relations and Communications
Priya Shah's Overview
- Director of Social Media at SquareTrade
- Communications Consultant at Thehotlist.com
- Practicum Project Consultant at I'm Too Young for This! Cancer Foundation
- Public Relations Officer (Ambassador) at Creativeland Asia
- Executive WATConsultant (PR) at WATConsult
- Marketing and Administrative Assistant at Eagle Eye Software
- Internship at Deakin University
St Joseph High School
Priya Shah's Summary
A social media professional (not a ninja or guru, just a curious observer) with a strong foundation in public relation, corporate communications and mapping customer experience. My previous experience that spans over 8 years coupled with my education at NYU has equipped me with the skills required to be efficient and effective.
My strengths lie in guiding fast-growing companies to initiate and sustain quality engagement using social channels. Prior to joining SquareTrade, I worked for start-ups in New York and India. I hold a master’s in public relations and corporate communications from NYU.
Bollywood loving, Horror movie hating, beach bum lazing, Tea Junkie. An Eternal Entrepreneur. Currently Director, Social Media for @SquareTrade.
Specialties: Social Media, Corporate Communications, Employee Relations, Media Relations, Online Communications, Online Reputation, Social Media Strategy Tracking Online Conversations, Crisis Management and Strategist. Mediocre Sound, Video and Photo, Sound and Video editor.
Priya Shah's Experience
Director of Social Media
Privately Held; 201-500 employees; Internet industry
July 2010 – Present (4 years 3 months) San Francisco Bay Area
Grew and cultivated SquareTrade’s Social programs and customer experience to be integral to marketing, brand, B2B & Partner marketing, customer service and customer journey.
Community Building & Engagement: Started the social program from scratch and built it into one of the most engaged communities for a financial services institute.
Social Customer Service: Paved the way for transparent, effective and immediate customer service via social channels. Developed the Moto: Respond to everything, the good, the bad & the ugly. In 2013 SquareTrade won the Shorty Awards for Excellence in Social Customer Service.
Content Creation: Created “The Drop Test” series videos that pitted phones against each other to see how durable they were. These videos have received more than 25 Million views and have received media coverage from national and international news, mentioned in a half-page New York Times Article.
These video series helped us win the Golden Bridge Awards for Use of Video in Social Media 2012. One of these drop test videos, emerged as the top independent videos ranked by engagement in a Study done by Pixability.
Conceptualized and created “The Breakability Score”, a report that scored devices on their durability and helped position SquareTrade as an expert on phone durability and damage. Breakability won the Gold Stevie© Award for PR Campaign of the Year – Consumer Services category 2014.
Integrating Social into the customer journey through branding the claims process and activating customers at their happiest. This effort led to the collection of real customer stories in real time. www.squaretrade.com/goodagain
Revenue: Using features such as offers and facebook apps, I was effectively able to drive $2 million in sales.
B2B Social Programs: Effectively created awareness & excitement about SquareTrade with Retail Partners and Customer. Worked on Campaigns with Staples, B&H and Tiger Direct.
January 2010 – June 2010 (6 months)
Responsible for media monitoring and keeping team updated on the events surrounding the geo-location sphere. Helped build communication strategies. Coordinated with TheHotlist’s PR agency. Wrote content for press kit and website. Identified key influencers for outreach plans.
Practicum Project Consultant
Nonprofit; 1-10 employees; Hospital & Health Care industry
January 2010 – April 2010 (4 months)
As part of NYU's Masters in Public Relations and Corporate Communication curriculum, we (Jade Mangahis, Justine Dilworth and I) worked with I'm Too Young For This! Cancer Foundation ( Iy ) to address communication needs for their Annual OMG Summit.
Goal: To increase attendance for the OMG Summit offline and for the summit's live stream online.
The communication plan went beyond the conventional audience of youth cancer patient and targeted college students and millennials.With the help of online, offline and traditional media, the plan hoped to create awareness of IY and the OMG summit beyond the medical bubble.
Willing to share presentation on request.
Public Relations Officer (Ambassador)
Privately Held; 51-200 employees; Marketing and Advertising industry
February 2008 – August 2008 (7 months)
Responsible for media and blogger relations.
Effectively created awareness for the company as a 'Youth-Centric Media Company ' by gaining publicity in trade and consumer media. The coverage spanned from major Indian trade websites: Exchange4Media, Agencyfaqs and indiantelevision.in, and print media: Live Mint and Advertising age.
Proactively initiated and executed the companies Podcast: CLA Voice. Responsibilities extended from pre-production – content creation - post production and creating awareness online.
Executive WATConsultant (PR)
July 2007 – February 2008 (8 months)
Actively contributed on the companies' blog, generating recognition for the blog both nationally and internationally. Geoff Livingstone from Buzz Communication recognized the company due to a post on Microblogging.
Built and nurtured WATBlog community on various social networks including Facebook, twitter and YouTube. Conceptualized The WATShow; a show on Youtube that covers Indian advertising, Technology and web practices.
Effectively gained offline publicity for the company by getting featured articles in Corporate Dossier (Economic Times) ,Digit magazine, IT Magazine, and LiveMint.
Marketing and Administrative Assistant
Eagle Eye Software
June 2006 – March 2007 (10 months) Mumbai Area, India
Planned, filed and formatted race day information for companies premium Horse Racing Website. Co-ordinated with marketing team to place ads in local media. Worked closely with Website team to elevate customer experience on the website. Wrote marketing material for the companies brochures and ads. Also conducted administration work around the office to support different teams
Educational Institution; 1001-5000 employees; Higher Education industry
May 2006 – June 2006 (2 months)
As part of a six week study abroad program(Media and Communications in Australia), I interned for two weeks at Deakin University's Events department.
My responsibilities included processing of conference registrations, database management, and development of written reports.
Priya Shah's Languages
Priya Shah's Honors and Awards
Awarded Best Use of Social Media For Customer ServiceShorty Industry Awards
- April 2013
SquareTrade, the top-rated protection plan trusted by millions of
happy customers, today announced it won the Shorty Award for Best Use of
Social Media for Customer Service. The awards honor particularly clever
and adept creators of concise social media content across a variety of
platforms. Competing in this category against OnStar(R), Chobani(TM),
BlackBerry(R) & Globe Telecom, SquareTrade was singled out for its
innovation and execution of original campaigns in 2012. The winners,
which included Michelle Obama, Jimmy Kimmel, Nike, Inc. and PepsiCo,
Inc., were announced at a ceremony on April 8th at The TimesCenter in New
Best Viral Campaign With Use of Video 2012Golden Bridge Business and Innovation Awards
- October 2012
SquareTrade won top award in excellence in Social Media for their Drop Test viral video campaign that amassed over 24 million views and helped increase awareness for the need of accidental protection plans on mobile phone.
Priya Shah's Skills & Expertise
- Social Media
- Online Reputation Management
- Brand Development
- Corporate Communications
- Online Communications
- Public Relations
- Crisis Management
- Crisis Communications
- Internal Communications
- Marketing Communications
- Strategic Communications
- Reputation Management
- Community Relations
- Social Media Marketing
- Video Production
- Digital Marketing
- Integrated Marketing
- Marketing Strategy
- Communications Strategy
- Online Marketing
- Press Releases
- Corporate Branding
- Video Editing
- Issues Management
- Online Advertising
- Social Networking
- Market Research
- Content Strategy
- Content Development
- Direct Marketing
- Digital Strategy
- Digital Media
- Email Marketing
- Web 2.0
- Web Analytics
- Communications Planning
Priya Shah's Education
Masters in Science, Public Relations and Corporate Communication
2008 – 2010
Graduate Masters in Public Relations and Corporate Communications from New York University.
Learnt that just like everything else, the industry is changing and slowly but surely ( may be even forcefully) it is listening.
The Abstract to my thesis paper is below:
India, the largest and most diverse democracy is the world, conducts elections every five years. Political communication during these elections is fierce and fervent. This paper will study the use of technology in past elections and examine its success and failure in India’s diverse landscape. The paper will conclude with suggestions to enhance the use of digital technology as a potent political communication tool in India.
Bachelors, Mass Media (Major in Advertising)
2004 – 2007
Educated on a whole range of media subjects such as Journalism, Advertising, Marketing Communications, Market Research, Organizational Behavior, Consumer Behavior, Financial Management, Contemporary Issues, Advertising in Contemporary Society, Public Relations and Direct Marketing.
As part of our curriculum I helped create a documentary on the evils of witch hunting in India. This documentary was later aired on MTV India networks.
My Public Relation campaign for no smoking scored the highest grade in class and was later presented to B-School students of particular institutes in Mumbai as an example of a good PR campaign.
Coming out of my Bachelors I learned that just like sexuality, creativity is fluid. Persuasion is as effective as the work put into it. Basics are most important.
Beyond all I learned you go with your gut, you back it with practicality and execute it with diligence.
Activities and Societies: Part of K.C's annual festival members committee.
2006 – 2006
St Joseph High School
Priya Shah's Additional Information
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