BlogWell Chicago Social Media Case Study: Chevron, presented by Robert Raines
-
Upload
socialmediaorg -
Category
Documents
-
view
1.216 -
download
0
Transcript of BlogWell Chicago Social Media Case Study: Chevron, presented by Robert Raines
© 2010 Chevron 1
© 2010 Chevron
How Chevron is Taking Social Media Monitoring to the Next Level.
Robert Raines, Manager – Interactive Communications
@chevron@robertraines
BlogWell, Chicago, August 11, 2010
© 2010 Chevron 3
Overview
1. Chevron’s Social Media Monitoring Program
2. “Social Media Dashboard” Project
3. Project Challenges
4. Resources
5. Results
6. Recap
© 2010 Chevron 4
1. Chevron’s Social Media Monitoring Program
2008
RFP for monitoring vendor
Selected Edelman and SM2
Real-time monitoring
Quarterly reports
2009
Continued to monitor and report
Began to think about the value of the data to external audiences
“Social Media Dashboard” project
© 2010 Chevron 5
2. Social Media Dashboard Project
What is it?
Unique resource about energy issues
Volume and sentiment trends
Target Audience
Energy Experts
Social Media Mavens
Why did we do it?
Corporate marketing – build awareness of energy issues
Whitepaper model
© 2010 Chevron 6
2. Social Media Dashboard ProjectVolume Trend
© 2010 Chevron 7
2. Social Media Dashboard ProjectSentiment Trend
© 2010 Chevron 8
2. Social Media Dashboard ProjectVolume vs Sentiment
© 2010 Chevron 9
2. Social Media Dashboard ProjectNet Sentiment and Sentiment Volume
© 2010 Chevron 10
3. Project ChallengesScope
© 2010 Chevron 11
3. Project ChallengesIdentity & Branding
Naming and Trademark
–Chevron Pulse Report
Domain names
–50+ variations
Attribution
© 2010 Chevron 12
3. Project ChallengesIdentity & Branding
Wordmark construction
– Report name
– Corporate branding
– Preparer
– Description
– Modularity
© 2010 Chevron 13
3. Project ChallengesIdentity & Branding: Report Cover
© 2010 Chevron 14
3. Project ChallengesIdentity & Branding: Attribution
The Chevron Pulse Report is © Chevron Corporation. All rights reserved. Chevron hereby grants to any person a royalty-free license to copy the Report in whole or in part. Your license is conditioned upon providing attribution to Chevron (e.g. “Source: Chevron Pulse Report, 1Q 2010 Edition).
© 2010 Chevron 15
3. Project ChallengesContent, Layout & Format
Editorial shift to external audience
–Remove “Inside Baseball” jargon
–Added topic definitions and methodology
Redesigned charts and tables
Added news overlay
© 2010 Chevron 16
3. Project ChallengesInteractivity
© 2010 Chevron 17
3. Project ChallengesDistribution Channels
© 2010 Chevron 18
3. Project ChallengesDistribution Channels
© 2010 Chevron 19
3. Project ChallengesDistribution Channels
© 2010 Chevron 20
3. Project ChallengesDistribution Channels
© 2010 Chevron 21
3. Project ChallengesDistribution Channels
© 2010 Chevron 22
3. Project ChallengesDistribution Channels
© 2010 Chevron 23
3. Project ChallengesDistribution Channels
© 2010 Chevron 24
3. Project ChallengesSlideshare vs Scribd
Design changes to accommodate platform differences
–Portrait vs Landscape Thumbnails
Slideshare Scribd
© 2010 Chevron 25
4. Resources
It takes a village
© 2010 Chevron 26
5. Results
Reads on Slideshare & Scribd 15,000
Landing Page Visits 3,000
Downloads 2,000
Video Plays 1,000
Since Launch on 4/30/2010
© 2010 Chevron 27
5. ResultsThird-Party Endorsements
© 2010 Chevron 28
5. ResultsThird-Party Endorsements
© 2010 Chevron 29
6. Recap
Chevron Pulse Report: The State of Online Energy Conversation About Energy Issues
Social media monitoring whitepaper to engage and inform
Energy experts and social media mavens
Key Learnings
It’s OK to dream big
“Proof of concept” approach can rightsize an elephant
Don’t underestimate the effort involved in the “simple” solution
© 2010 Chevron 30
Questions
Robert Raines – Manager, Corporate Interactive Communications
@robertraines
ChevronPulseReport.com
Twitter: @chevron
Facebook.com/chevron
YouTube.com/chevron
Linkedin.com/companies/chevron
Chevron.com
willyoujoinus.com
© 2010 Chevron 31