Chevron Future Mobility

17
1 [ confidential ] Future Mobility- An Independent Online Community

Transcript of Chevron Future Mobility

Page 1: Chevron Future Mobility

1 [ confidential ]

Future Mobility- An Independent Online Community

Page 2: Chevron Future Mobility

[ confidential ] 2

Page 3: Chevron Future Mobility

[ confidential ] 3

Page 4: Chevron Future Mobility

[ confidential ] 4

Page 5: Chevron Future Mobility

[ confidential ] 5

Page 6: Chevron Future Mobility

[ confidential ] 6

Page 7: Chevron Future Mobility

[ confidential ] 7

Page 8: Chevron Future Mobility

[ confidential ] 8

Page 9: Chevron Future Mobility

[ confidential ] 9

The Energy Collective 2010 webinar series drew leading experts and thinkers from our Sponsor and some of the

most recognized outside influencers

Page 10: Chevron Future Mobility

[ confidential ] 10

A sampling of the over 300 industry experts from public and private sectors who tuned into The Energy Collective webinars, participated or

interacted with a webinar panel :

Page 11: Chevron Future Mobility

[ confidential ] 11

CommonCurrent- by Warren Karlenzig- Sustainability Strategist and Consultant (existing relationship)

Deron Lovaas, NRDC, Federal Transportation Policy Director (existing relationship)

Mobile Synergetics, Cooperative Mobility

SMT can offer recruitment and access to leaders in mobility. We have existing relationships with many experts:

Page 12: Chevron Future Mobility

[ confidential ] 12

•  Set objectives SEO, Socialization of Content, Lead Generation

•  Community development and blogger recruitment brief Determine influencers, customers, prospects, existing social behaviors

•  Site branding and design, aligned with input from Chevron

•  Moderation and advisory board staffing

•  Unique URL, TBD

•  Identify and build partnerships

•  Chevron Internal blogger training

•  List cultivation and launch promotion Mining of existing SMT registrant lists and leverage of our other promotional channels to bootstrap site launch

Page 13: Chevron Future Mobility

[ confidential ] 13

•  Site moderation: Multiple daily content updates, community cultivation, Chevron alerted in real-time to sensitive content and actionable site activity

•  Enabling sponsor branding: Chevron brand present on all pages

•  Content alignment to Chevron goals

•  Bi-weekly status meetings

•  Site hosting and support: User and blogger support, maintenance

•  Site promotion via multiple social channels: Includes SMT’s mature channels on Facebook, LinkedIn and Twitter as appropriate

•  Blogger recruitment: We continually seek the top influencers for daily and premium content

•  Monthly analytics provision

Page 14: Chevron Future Mobility

[ confidential ] 14

•  Right of refusal for secondary sponsors: Chevron may designate competitors that SMT will not solicit for partnership or secondary sponsorship on the site, premium content, or events

•  Weekly newsletter: Chevron branded, promotional opportunity for Chevron events

•  Premium content and event development: Minimum six webinars per year co-branded to Chevron. Opted in registrant list provided to Chevron for future outreach.

•  Quarterly blogger briefings: Opportunity for Chevron executives to brief bloggers and take questions

•  Guaranteed Share-of-Voice for site banner inventory

Page 15: Chevron Future Mobility

[ confidential ] 15

SMT Task Chevron Team

Objective definition and prioritization Participate in strategy session

Establish project management protocol Identify internal contact point, schedule Chevron team participants as appropriate for agendas

Incorporate Chevron branding in site design Provide graphic brand assets, usage guidelines, signoff

Site URL selection Approval

Chevron internal blogger training Identify and schedule training participants

Page 16: Chevron Future Mobility

[ confidential ] 16

SMT Task Chevron Team

Conduct regular status updates Provide ongoing point of contact, schedule participants as appropriate to agendas

Facilitate content contribution from Chevron thought-leaders

Help identify and task participants, schedule trainings

Support Chevron brand initiatives, events via blogger coverage, editorial focus

Provide campaign and event schedules, assist SMT in setting priorities

Premium content and event development Collaborate on topic definition, recruit internal participants

Premium content registration collection and opt-in provision

Help SMT determine optimal data collection, provision format and opt-in standard

Provide alerts on actionable site activity Establish internal process for addressing actionable items

Page 17: Chevron Future Mobility

[ confidential ] 17

Additional resources that address the advantages of our model, and how specifically this has worked to move our clients’ messaging forward: •  Company Towns Never Work: The Case for Third-Party Online Communities by

Jonathan Salem Baskin •  SAP Wins AMI Partners 2010 Award for Best-in-Class Social Media Marketing on

MyVenturePad by Mark Lazen- and AMI Partners site •  Oracle CRM wins award for TheCustomerCollective, launched by SMT with Starcom •  Sorting Myth and Reality in Climate Policy- DOT Earth blog- by Andrew Revkin