BlogWell Chicago Social Media Case Study: Chevron, presented by Robert Raines

© 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 24

3. Project ChallengesSlideshare vs Scribd

Design changes to accommodate platform differences

–Portrait vs Landscape Thumbnails

Slideshare Scribd

© 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 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

BlogWell Chicago Social Media Case Study: Chevron, presented by Robert Raines

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