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

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