Chevron – Corporate Marketing Linkedin Strategy Development

Jeordan Legon of Chevron, the energy company, recently presented their corporate social linkedin centred communication strategy. Chevron, have developed and currently run a strategic corporate marketing social campaign, whose main focus is the development of a community of energy leaders on LinkedIn, which uses Facebook, Youtube and Twitter. The project has

Listening & Learning
Listened to conversations for 2 years

Identify key community support and facilitation channel
Linkedin is primary channel
Additional Facebook, Youtube and Twitter channels

Identify community member profiles

Leaders the energy industry
Energy industry knowledge experts
Energy industry business partners

Identify key goals for community

High levels of engagement
Repeat Visits
relevant online discussions about energy

Engage with community
When engaging with the community Chevron, identified key areas to focus on:

Identify key individuals to invite to community
Identify key subject areas
Energy
Doing business with Chevron
Create community guidelines
Create, Manage and moderate community content

Integrate into other communication strategies
As a TRUSTED developed and engaged community Chevron can channel campaigns through the community to drive traffic back to websites, surveys, other conversations on other channels.

“we agree” http://bit.ly/oC5QVz

Grow and develop
As a trusted, community within their target audience, which is depicted in the
chart below:

Chevron - linkedin demographics 19th august 2011

Chevron now has an engaged community to drive their online communications
strategy. They combine an internal team, who are responsible for the data to day management of the community, for educating other internal teams in their use and success of social channels and are in partnership with external teams: