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SocialMedia.org
Video Case Studies
Diana Sharpe
The Hottest Coolest Summer Ever
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell
The HOTTEST Coolest Summer Ever
April 17, 2013
SocialMedia.org
#BlogwellNY
Copyright ©2013 ComEd. All Rights Reserved.
What do you get…? 2
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-line
3
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 advocates
4
Copyright ©2013 ComEd. All Rights Reserved.
MAJOR PLAYERS 5
eChannels
Corporate
Comms
Agency
Partners
Corporate
Relations
Legal
Account
Mgrs
Creative
Media
Games
Vendor
Legal
Corporate
Partners
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 address
6
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 their
core functionality
7
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 metrics
8
VS.
Copyright ©2013 ComEd. All Rights Reserved.
PROCESS - CREATIVE
 Brand the sweepstakes & Facebook
Cover photo
• Profile picture
• Tab
 Keep the ComEd brand visible
 Photos for posts
9
Copyright ©2013 ComEd. All Rights Reserved.
PRIZES 10
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 play
each day
 Incorrect answer – provide the
correct answer
 Did you know fact?
• Link to explore more information
11
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/ link
12
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 difficulties
13
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 logos
14
Copyright ©2013 ComEd. All Rights Reserved.
MEDIA - PAID
 General, African-American and Hispanic markets
 Facebook right-side ads
15
Copyright ©2013 ComEd. All Rights Reserved.
MEDIA - EARNED 16
WREX.COM ROCKFORD – JUNE 21
NBC 5 CHICAGO – JUNE 27 DAILY HERALD – JUNE 21
YAHOO! FINANCE – JUNE 21
Copyright ©2013 ComEd. All Rights Reserved.
METRICS
 Wanted to acquire 20,000 Facebook fans – Hit 32,844!
17
1738 3991
11831
17,388
19,220
21,713
23,563 24,490 25,799
27,915
32,844
0
5000
10000
15000
20000
25000
30000
35000
WE 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 2
Total Facebook Likes
* 1,790% Like increase
Copyright ©2013 ComEd. All Rights Reserved.
METRICS
 19.6% of Likes resulted in registrations
18
* Nearly 40,000 questions answered – Avg of 6.5 per person
0
512
1517
3361
3647
4,192
4,562 4,775 4,953
5,872
6,089
0
1000
2000
3000
4000
5000
6000
7000
WE 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 2
Total CSE Registrations
Copyright ©2013 ComEd. All Rights Reserved.
METRICS
 Baseball, zoo and museum prizes seemed to resonate best
19
Copyright ©2013 ComEd. All Rights Reserved.
METRICS 20
Twitter
21%
66% v 34%Best CTR & CPL rates
36,932
Unique tab visitors
98%
Tab visits from
people already on
Facebook
Copyright ©2013 ComEd. All Rights Reserved.
WHAT WORKED WELL
 Fan acquisition
 Technology
 Online advertising
 “Did You Know” tips
 Prize fulfillment
 Contingency plan
 Other proactive promotions
21
Copyright ©2013 ComEd. All Rights Reserved.
CHALLENGES/LESSONS LEARNED
 Time
 Content review
 Prize fulfillment
 Partner engagement
 Employee version
 Storm season
 The Bar Exam
22
 START EARLY!
 Take it MOBILE!
 Tax implications
 Fan growth flat-lined
 Include other social
channels (Twitter,
YouTube)
Challenges
Lessons Learned
Copyright ©2013 ComEd. All Rights Reserved.
23
Copyright ©2013 ComEd. All Rights Reserved.
24
Diana C. Sharpe, Esq.
Sr. eChannel Program Manager
ComEd – An Exelon Company
Diana.Sharpe@ComEd.com
@ladydi1279
@ComEd
Facebook.com/ComEd
YouTube.com/CommonwealthEdison
Flickr.com/CommonwealthEdison
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell

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

  • 1. SocialMedia.org Video Case Studies Diana Sharpe The Hottest Coolest Summer Ever This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 17, 2013 socialmedia.org/blogwell
  • 2. The HOTTEST Coolest Summer Ever April 17, 2013 SocialMedia.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-line 3
  • 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 advocates 4
  • 6. Copyright ©2013 ComEd. All Rights Reserved. MAJOR PLAYERS 5 eChannels Corporate Comms Agency Partners Corporate Relations Legal Account Mgrs Creative Media Games Vendor Legal Corporate Partners
  • 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 address 6
  • 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 their core functionality 7
  • 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 metrics 8 VS.
  • 10. Copyright ©2013 ComEd. All Rights Reserved. PROCESS - CREATIVE  Brand the sweepstakes & Facebook Cover photo • Profile picture • Tab  Keep the ComEd brand visible  Photos for posts 9
  • 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 play each day  Incorrect answer – provide the correct answer  Did you know fact? • Link to explore more information 11
  • 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/ link 12
  • 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 difficulties 13
  • 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 logos 14
  • 16. Copyright ©2013 ComEd. All Rights Reserved. MEDIA - PAID  General, African-American and Hispanic markets  Facebook right-side ads 15
  • 17. Copyright ©2013 ComEd. All Rights Reserved. MEDIA - EARNED 16 WREX.COM ROCKFORD – JUNE 21 NBC 5 CHICAGO – JUNE 27 DAILY HERALD – JUNE 21 YAHOO! FINANCE – JUNE 21
  • 18. Copyright ©2013 ComEd. All Rights Reserved. METRICS  Wanted to acquire 20,000 Facebook fans – Hit 32,844! 17 1738 3991 11831 17,388 19,220 21,713 23,563 24,490 25,799 27,915 32,844 0 5000 10000 15000 20000 25000 30000 35000 WE 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 2 Total Facebook Likes * 1,790% Like increase
  • 19. Copyright ©2013 ComEd. All Rights Reserved. METRICS  19.6% of Likes resulted in registrations 18 * Nearly 40,000 questions answered – Avg of 6.5 per person 0 512 1517 3361 3647 4,192 4,562 4,775 4,953 5,872 6,089 0 1000 2000 3000 4000 5000 6000 7000 WE 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 2 Total CSE Registrations
  • 20. Copyright ©2013 ComEd. All Rights Reserved. METRICS  Baseball, zoo and museum prizes seemed to resonate best 19
  • 21. Copyright ©2013 ComEd. All Rights Reserved. METRICS 20 Twitter 21% 66% v 34%Best CTR & CPL rates 36,932 Unique tab visitors 98% Tab visits from people already on Facebook
  • 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 promotions 21
  • 23. Copyright ©2013 ComEd. All Rights Reserved. CHALLENGES/LESSONS LEARNED  Time  Content review  Prize fulfillment  Partner engagement  Employee version  Storm season  The Bar Exam 22  START EARLY!  Take it MOBILE!  Tax implications  Fan growth flat-lined  Include other social channels (Twitter, YouTube) Challenges Lessons Learned
  • 24. Copyright ©2013 ComEd. All Rights Reserved. 23
  • 25. Copyright ©2013 ComEd. All Rights Reserved. 24 Diana C. Sharpe, Esq. Sr. eChannel Program Manager ComEd – An Exelon Company Diana.Sharpe@ComEd.com @ladydi1279 @ComEd Facebook.com/ComEd YouTube.com/CommonwealthEdison Flickr.com/CommonwealthEdison
  • 26. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 17, 2013 socialmedia.org/blogwell