Storm Coverage Campaigns Report February 2021
Table of Contents Digital Results: All Campaigns
3
Social: Paid and Organic
4
Customer Emails
13
Dominion Energy App
14
Customer Engagement
15
Reporting Date Range: February 1–22, 2021
Digital Results: All Campaigns Digital: Paid & Organic
Customer Emails
1,775,166 Impressions Delivered 671,271 customer emails 94,516 Clicks on Posts
35% open rate
114,914 Video Views
18,125 clicks
3,330 Link Clicks
Dominion Energy App 29,000 new downloads 28,000 outages reported
Reporting Date Range: February 1–22, 2021
Organic & Paid Social Media Overview Through a series of organic and paid posts across all social media platforms to communicate about the two ice storms in February 2021. Messaging was coordinated across the brand and included information about how to prepare for the storms, updates on storm coverage, and communications about Dominion Energy crews working to restore power to areas that suffered damage. Audiences were highly engaged, specifically over the course of the first storm, interacting with both video and static image coverage of the event.
Reporting Date Range: February 1–22, 2021
Insights and Performance Summary Overall, campaigns performed above industry benchmarks and audiences showed signs of high engagement with the creative content and messaging. Facebook posts earned nearly 1,185,000 impressions (67% of total impressions) within the platform, reaching more than 1,164,000 Virginia residents. New users to the Dominion Energy Facebook page increased 630% in February with the majority of growth starting 2/13. • Facebook audiences have been primarily females 35+. • Audiences have engaged with posts focused on showing damage caused by the storms and information describing Dominion Energy crews’ efforts to restore power to those impacted by storm damage.
Reporting Date Range: February 1–22, 2021
Top Post (Reach) February 14, 2021 12% CTR 22,089Clicks
Insights and Performance Summary On Twitter, tweets earned nearly 600,000 impressions (33% of total impressions) within the platform and provided more than 23,000 video views with engaged audiences. Twitter page activity spiked on 2/13. • Audiences have engaged with posts focused on showing damage caused by the storm and information describing Dominion Energy crews’ efforts to restore power to those impacted by storm damage.
Reporting Date Range: February 1–22, 2021
Top Tweet (Engagement) February 13, 2021 71,295Impressions 2,874Engagements
Insights and Performance Summary On Instagram, posts earned nearly 43,000 impressions across feed content, Instagram Stories and Reels. In February, storm content helped our account’s reach increase by 852% and helped generate content engagement a 700% increase when compared to January. • Audiences have engaged with posts focused on showing damage caused by the storm and information describing Dominion Energy crews’ efforts to restore power to those impacted by storm damage. • Users also shared brand content (damage photos as well as storm prep tips) at a much higher rate than our regular content, which helped extend our reach to more than just our followers
Reporting Date Range: February 1–22, 2021
Top Post (Engagement/Impressions) February 15, 2021 4,625Impressions 408 Likes 15 Comments 4 Saves 46 Shares
Facebook Organic & Paid Campaigns Facebook Campaigns 28 Organic Posts 14 Paid Ads • 1,164,678 Total Reach (74% organic reach) • 1,184,496 Total Impressions (74% organic impressions) • 60,991 Engaged Users (organic) • 71,978 Clicks on Posts • 6.08% Average CTR • 1,715 Link Clicks on Posts • 90,626 Video Views (97% organic views) • 7,279 Video Views at 95% or Higher • 10.16% View Rate • 24,605 Social Actions (shares, likes, comments)
Reporting Date Range: February 1–22, 2021
Reach and Clicks by Day
400,000
40,000
300,000
30,000
200,000
20,000
100,000
10,000
0
0 2/6
2/11
2/12
2/13
2/14
Total Reach
2/15
Total Clicks
2/16
2/17
2/18
2/19
Top Post (Reach) Feb 14, 2021 12% CTR 22,089Clicks
Facebook Top Performing Posts Top Posts showed images of actual storm damage and workers taking action. • Using several photos within a post allowed users to stay engaged longer. • Videos providing updates on storm coverage and repair efforts were the most viewed. • The most prevalent comment themes on these posts were people expressing support for crews trying to restore power and people looking for answers on when their power would be restored.
Top Post (CTR) Feb 17, 2021 24% CTR | 2,800Clicks
Top Post (Video Completion) Feb 14, 2021 8% CTR 2,018Video Views 95% or Higher Reporting Date Range: February 1–22, 2021
Twitter Organic & Paid Campaigns Twitter Campaigns 66 tweets • 590,670 Total Impressions (99% organic Impressions) • 22,538 Engagements • 3.0% Average Engagement Rate • 1,615 Link Clicks • 24,288 Video Views • 452 Retweets • 1,053 Likes
Engagement and Impressions by Day 200,000
10,000
150,000
7,500
100,000
5,000 10 Tweets
14 Tweets
12 Tweets 10 Tweets
50,000
2,500
1 Tweet
2 Tweets
5 Tweets
3 Tweets
3 Tweets
0
2/6
2/11
2/12
2/13
2/14
Total Impressions
2/15
2/16 Total Engagements
2/13-2/15
2/13-2/15
2/13-2/15
Reporting Date Range: February 1–22, 2021
1 Tweet
0
Twitter Page Metrics: February 1 – February 22 2/13-2/15
5 Tweets
2/17
2/18
2/19
2/22
Twitter Top Performing Tweets Top tweets showed images of actual storm damage and workers taking action. • Videos providing updates on storm coverage and repair efforts were the most viewed. • Tweets with specific neighborhoods in the copy showed higher engagement rates.
Top Tweet (Engagement) Feb 13, 2021 71,295Impressions 2,874Engagements
Top Tweet (Video Views) Feb 14, 2021 3,197Video Views 21,637Impressions Reporting Date Range: February 1–22, 2021
Top Tweet (Engagement Rate) Feb 19, 2021 8.4%Engagement Rate 11,773Impressions
Top Video Performance Facebook Organic Metrics 13,110Impressions 6,185Video Views 527 Engagements 4.02%Engagement Rate
Reporting Date Range: February 1–22, 2021
Twitter Organic Metrics 9,319Impressions 1,425Video Views 231 Engagements 2.48%Engagement Rate
Dominion Energy Mobile App Between Monday, February 8th and Saturday February 20th, nearly 29,000 users downloaded the Dominion Energy app. Approximately 28,000 outages were reported using the app, with the most active days on February 13th and 14th. Saturday, February 13th was the most active day for downloads (7,425) which is an 874% increase when looking at an average Saturday. During this time period, top drivers of Apple downloads were the Dominion Energy app landing page (2,600) and Facebook (1,179).
Reporting Date Range: February 8–22, 2021
Customer Emails Ahead of impacts from both storms, an email warning customers of the potential for severe winter weather was sent to customers living in the zip codes used to make medical robo calls. Over four days, 671,271 customer emails were sent in 2 different targeted segments, 35% of recipients opened those emails, generating 18,125 clicks. February 13th Email Stats • 258,833 emails delivered • 27% opened (72,268) • 4,040 clicked Most clicked link: Dominion Energy App landing page February 17th Email Stats • 412,438 emails delivered • 40% opened (165,009) • 14,085 clicked Most clicked link: Storm Prep Tips
Reporting Date Range: February 1–22, 2021
Sample email: does not show all content
Customer Engagement on Social • • • •
85.9% Of messages replied within SLA 1,388 Volume of published messages (+675%) 4,287 Volume of messages resolved (+1064%) 1,355 Inbound messages replied (+726%)
Reporting Date Range: February 12–22, 2021
• 489 Public messages replied (+ 773%) • 866 Private messages replied (+701%) • 10min, 56 Average of responses meeting SLA
Sample Positive Comments
Reporting Date Range: February 1–22, 2021
