BlogWell New York Social Media Case Study: ComEd, presented by Diana Sharpe
 

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BlogWell New York Social Media Case Study: ComEd, presented by Diana Sharpe

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In her BlogWell New York presentation, ComEd's Senior eChannel Program Manager – Social Media, Diana Sharpe, explains how they used social media to turn one of the hottest summers ever into the ...

In her BlogWell New York presentation, ComEd's Senior eChannel Program Manager – Social Media, Diana Sharpe, explains how they used social media to turn one of the hottest summers ever into the "Coolest Summer Ever" in 2012.

She shares the goals and challenges of the campaign, as well as the logistics of their social media contests.

Watch the video of this presentation here: https://vimeo.com/66766128

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BlogWell New York Social Media Case Study: ComEd, presented by Diana Sharpe Presentation Transcript

  • 1. SocialMedia.orgVideo Case StudiesDiana SharpeThe Hottest Coolest Summer EverThis video is fromBlogWellSan FranciscoJune 20, 2011socialmedia.org/blogwellSocialMedia.orgCase StudiesThis presentation is fromBlogWellNew YorkApril 17, 2013socialmedia.org/blogwell
  • 2. The HOTTEST Coolest Summer EverApril 17, 2013SocialMedia.org#BlogwellNY
  • 3. Copyright ©2013 ComEd. All Rights Reserved.What do you get…? 2
  • 4. Copyright ©2013 ComEd. All Rights Reserved.FRAMEWORK 10 weeks – 10 incredible prizes• June 25 – September 2, 2012 Daily trivia questions Chance to win a VIP experience Hosted on Facebook Promoted off- and on-line3
  • 5. Copyright ©2013 ComEd. All Rights Reserved.GOALS Education• Promote electricity facts• Share energy efficiency tips Engagement• Build social media audience• Demonstrate willingness to engage Awareness• Highlight community partnerships• Drive traffic to partner’s off- and on-line sites Advocacy• Create overall brand advocates4
  • 6. Copyright ©2013 ComEd. All Rights Reserved.MAJOR PLAYERS 5eChannelsCorporateCommsAgencyPartnersCorporateRelationsLegalAccountMgrsCreativeMediaGamesVendorLegalCorporatePartners
  • 7. Copyright ©2013 ComEd. All Rights Reserved.GETTING STARTED Roughly 100 days start to finish planning Leadership support was key Identify potential partners & prize categories Determine internal vs. external support Who did we need to engage• From a legal/regulatory perspective• External/Legislative affairs• What were the concerns that we needed to address6
  • 8. Copyright ©2013 ComEd. All Rights Reserved.PROCESS Decide on the creative and mechanics of the promotion Key considerations:• What conveyed summer time in Chicago• What was simple and engaging• Embrace the “once in a lifetime” opportunity theme• Take into account Facebook no longer allowed sweepstakes using theircore functionality7
  • 9. Copyright ©2013 ComEd. All Rights Reserved.PROCESS - CREATIVE There were two creative ideas presented: Deciding factors: Cost, Cool Factor, and Summerness!• Costs included: sweepstakes administration, information architecture,digital creative, coding, database, standard security and standard metrics8VS.
  • 10. Copyright ©2013 ComEd. All Rights Reserved.PROCESS - CREATIVE Brand the sweepstakes & FacebookCover photo• Profile picture• Tab Keep the ComEd brand visible Photos for posts9
  • 11. Copyright ©2013 ComEd. All Rights Reserved.PRIZES 10
  • 12. Copyright ©2013 ComEd. All Rights Reserved.PROCESS – TRIVIA QUESTIONS Create the daily questions• Multiple Choice• Freeze Frame• Ranking• Spot the difference Correct answer – reminder to playeach day Incorrect answer – provide thecorrect answer Did you know fact?• Link to explore more information11
  • 13. Copyright ©2013 ComEd. All Rights Reserved.PROCESS – APP MECHANICS “Like” gate “Home” featured the question• Enter email address• Register (for first timers) Trivia Results• Correct answers got 2 entries• Incorrect answers got 1 entry Facebook & Twitter share buttons Did you know fact w/ link12
  • 14. Copyright ©2013 ComEd. All Rights Reserved.PROCESS – APP MECHANICS This week’s prize Home Link Prize list How it works Legal disclaimers• Official Rules• FAQs Contingencies• Storm mode• Technical difficulties13
  • 15. Copyright ©2013 ComEd. All Rights Reserved.ADMINISTRATION ComEd.com presence• Homepage presence• Rules, prizes, link to Facebook Create a toolkit for partners• Creative assets• Sample posts for their prize week• Mandatory legal disclosures• Key promotional times• Contact info Several rounds of review by multiple parties• Sweepstakes creative• Questions & Answers• Partner toolkit• Partner logos14
  • 16. Copyright ©2013 ComEd. All Rights Reserved.MEDIA - PAID General, African-American and Hispanic markets Facebook right-side ads15
  • 17. Copyright ©2013 ComEd. All Rights Reserved.MEDIA - EARNED 16WREX.COM ROCKFORD – JUNE 21NBC 5 CHICAGO – JUNE 27 DAILY HERALD – JUNE 21YAHOO! FINANCE – JUNE 21
  • 18. Copyright ©2013 ComEd. All Rights Reserved.METRICS Wanted to acquire 20,000 Facebook fans – Hit 32,844!171738 39911183117,38819,22021,71323,563 24,490 25,79927,91532,84405000100001500020000250003000035000WE June 24 WE July 1 WE July 8 WE July 15 WE July 22 WE July 29 WE August 5 WE August 12 WE August 19 WE August 26 WE Sept 2Total Facebook Likes* 1,790% Like increase
  • 19. Copyright ©2013 ComEd. All Rights Reserved.METRICS 19.6% of Likes resulted in registrations18* Nearly 40,000 questions answered – Avg of 6.5 per person05121517336136474,1924,562 4,775 4,9535,8726,08901000200030004000500060007000WE June 24 WE July 1 WE July 8 WE July 15 WE July 22 WE July 29 WE August 5 WE August 12 WE August 19 WE August 26 WE Sept 2Total CSE Registrations
  • 20. Copyright ©2013 ComEd. All Rights Reserved.METRICS Baseball, zoo and museum prizes seemed to resonate best19
  • 21. Copyright ©2013 ComEd. All Rights Reserved.METRICS 20Twitter21%66% v 34%Best CTR & CPL rates36,932Unique tab visitors98%Tab visits frompeople already onFacebook
  • 22. Copyright ©2013 ComEd. All Rights Reserved.WHAT WORKED WELL Fan acquisition Technology Online advertising “Did You Know” tips Prize fulfillment Contingency plan Other proactive promotions21
  • 23. Copyright ©2013 ComEd. All Rights Reserved.CHALLENGES/LESSONS LEARNED Time Content review Prize fulfillment Partner engagement Employee version Storm season The Bar Exam22 START EARLY! Take it MOBILE! Tax implications Fan growth flat-lined Include other socialchannels (Twitter,YouTube)ChallengesLessons Learned
  • 24. Copyright ©2013 ComEd. All Rights Reserved.23
  • 25. Copyright ©2013 ComEd. All Rights Reserved.24Diana C. Sharpe, Esq.Sr. eChannel Program ManagerComEd – An Exelon CompanyDiana.Sharpe@ComEd.com@ladydi1279@ComEdFacebook.com/ComEdYouTube.com/CommonwealthEdisonFlickr.com/CommonwealthEdison
  • 26. Learn more about past andupcoming BlogWellssocialmedia.org/blogwellThis video is fromBlogWellSan FranciscoJune 20, 2011socialmedia.org/blogwellSocialMedia.orgCase StudiesThis presentation is fromBlogWellNew YorkApril 17, 2013socialmedia.org/blogwell