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


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In his BlogWell case study, "Chevron Pulse Report: The State of Online Conversation About Energy Issues," Chevron's Manager of Corporate Interactive Communications, Robert Raines, shared how they are taking social media monitoring to the next level to build awareness of energy issues.


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  • Didn’t just buy a platform. Bought strategy and analytics. We don’t have an analyst in-house to use the tool, so this was important.
  • Unique: different from Google Trends, Blog Search or Technorati, because of the sentiment. Good strategic fit with what we were already doing with WillYouJoinUs. Another way to engage and inform key audiences on energy issues.
  • Volume trend over six quarters for a set of energy topics, in this case alternatives and renewables.
  • Sentiment trends over six quarters for 10 energy and technology subtopics.
  • Volume compared to sentiment for a specific quarter.
  • Net sentiment (positive vs negative vs neutral) for a specific quarter.
  • When we first started brainstorming about the dashboard project, we thought big. And because we’re internet marketers, we thought interactive. And that’s when big got bigger. And after a number of weeks, we realized we were scoping something that would take a year to build, so we went back to basics. So we started with a PDF of the printed report as a proof of concept that might someday lead to the big interactive tool.
  • Didn’t like the name “Social Media Dashboard”. Needed to find a better name.
  • Research on commissioned/sponsored reports and how they’re branded. The final design balances the elements in a way that prioritizes the report first, then brand, description and preparer. We included the preparer to emphasize that this was a research report and not just Chevron’s opinion.
  • Here’s the cover of the report, which leverages a tag cloud design we’re using on YouTube and Twitter.
  • To help with attribution, in the footer of each page, we included the report name, edition number, and copyright notice, which includes a very friendly two sentence license that basically says, please use this report, just give credit to Chevron.
  • To add interactivity to the static PDF report, we produced videos that describe the report and deliver key factoids in 1-2 minutes. We also added an email alert function so people can receive updates when the latest report is published.
  • We distributed the report on our Chevron-owned website as well as on the Chevron channel of third-party social media properties.
  • Slideshare = horizontal thumbnailsScribd = Vertical thumbnails
  • Creative resources for naming, wordmark, report and Web design. Legal resources for trademark and copyright issues. Analyst and graphic resources to pull the data and generate the charts. Editorial resources to edit, review and proof the content. Video resources. Web production and technical resources to publish the report. Social and mainstream media resources to distribute it beyond Chevron-owned properties. Along with everything else we did, we designed a t-shirt (can’t have a marketing launch without a t-shirt), and we handed out about 25 shirts to everyone who touched the project in some way.
  • BlogWell Chicago Social Media Case Study: Chevron, presented by Robert Raines

    1. 1. 1<br />
    2. 2. How Chevron is Taking Social Media Monitoring to the Next Level.<br />Robert Raines, Manager – Interactive Communications<br />@chevron<br />@robertraines<br />BlogWell, Chicago, August 11, 2010<br />
    3. 3. Overview<br />Chevron’s Social Media Monitoring Program<br />“Social Media Dashboard” Project<br />Project Challenges<br />Resources<br />Results<br />Recap<br />3<br />
    4. 4. 1. Chevron’s Social Media Monitoring Program<br />2008<br />RFP for monitoring vendor<br />Selected Edelman and SM2<br />Real-time monitoring<br />Quarterly reports<br />2009<br />Continued to monitor and report<br />Began to think about the value of the data to external audiences<br />“Social Media Dashboard” project<br />4<br />
    5. 5. 2. Social Media Dashboard Project<br />What is it?<br />Unique resource about energy issues<br />Volume and sentiment trends<br />Target Audience<br />Energy Experts<br />Social Media Mavens<br />Why did we do it?<br />Corporate marketing – build awareness of energy issues<br />Whitepaper model<br />5<br />
    6. 6. 2. Social Media Dashboard ProjectVolume Trend<br />6<br />
    7. 7. 2. Social Media Dashboard ProjectSentiment Trend<br />7<br />
    8. 8. 2. Social Media Dashboard ProjectVolume vs Sentiment<br />8<br />
    9. 9. 2. Social Media Dashboard ProjectNet Sentiment and Sentiment Volume<br />9<br />
    10. 10. 3. Project ChallengesScope<br />10<br />
    11. 11. 3. Project ChallengesIdentity & Branding<br />Naming and Trademark<br />Chevron Pulse Report<br />Domain names<br />50+ variations<br />Attribution<br />11<br />
    12. 12. 3. Project ChallengesIdentity & Branding<br />12<br />Wordmark construction<br />Report name<br />Corporate branding<br />Preparer<br />Description<br />Modularity<br />
    13. 13. 3. Project ChallengesIdentity & Branding: Report Cover<br />13<br />
    14. 14. 3. Project ChallengesIdentity & Branding: Attribution<br />14<br />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).<br />
    15. 15. 3. Project ChallengesContent, Layout & Format<br />Editorial shift to external audience<br />Remove “Inside Baseball” jargon<br />Added topic definitions and methodology <br />Redesigned charts and tables<br />Added news overlay<br />15<br />
    16. 16. 3. Project ChallengesInteractivity<br />16<br />
    17. 17. 3. Project ChallengesDistribution Channels<br />17<br />
    18. 18. 3. Project ChallengesDistribution Channels<br />18<br />
    19. 19. 3. Project ChallengesDistribution Channels<br />19<br />
    20. 20. 3. Project ChallengesDistribution Channels<br />20<br />
    21. 21. 3. Project ChallengesDistribution Channels<br />21<br />
    22. 22. 3. Project ChallengesDistribution Channels<br />22<br />
    23. 23. 3. Project ChallengesDistribution Channels<br />23<br />
    24. 24. 3. Project ChallengesSlidesharevsScribd<br />Design changes to accommodate platform differences<br />Portrait vs Landscape Thumbnails<br />24<br />Slideshare<br />Scribd<br />
    25. 25. 4. Resources<br />25<br />It takes a village<br />
    26. 26. 5. Results<br />26<br />Since Launch on 4/30/2010<br />
    27. 27. 5. ResultsThird-Party Endorsements<br />27<br />
    28. 28. 5. ResultsThird-Party Endorsements<br />28<br />
    29. 29. 6. Recap<br /><ul><li>Chevron Pulse Report: The State of Online Energy Conversation About Energy Issues
    30. 30. Social media monitoring whitepaper to engage and inform
    31. 31. Energy experts and social media mavens
    32. 32. Key Learnings
    33. 33. It’s OK to dream big
    34. 34. “Proof of concept” approach can rightsize an elephant
    35. 35. Don’t underestimate the effort involved in the “simple” solution</li></ul>29<br />
    36. 36. Questions<br />Robert Raines – Manager, Corporate Interactive Communications <br />@robertraines<br /><br /><ul><li>Twitter: @chevron
    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41. </li></ul>30<br />
    42. 42. 31<br />