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Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
Oil and Gas online - Giles Palmer
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Oil and Gas online - Giles Palmer

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Giles Palmer of Brandwatch discusses the online power of oil and gas companies

Giles Palmer of Brandwatch discusses the online power of oil and gas companies

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  • 1. Oil & Gas onlineGiles PalmerCEO, Brandwatchgiles@brandwatch.comTel: +44 (0)1273 234 293©2010 Brandwatch | www.brandwatch.com
  • 2. Is a monitoring and analysis company with offices in the UK and Germany…. I started it.© 2010 Brandwatch | www.brandwatch.com 3
  • 3. Some StatsSocial media marketing growing at 35% per annum $14bn industry in 3 years>60% Comms professionals say monitoring Social Media isone of their biggest challenges gg g70% of FTSE 500 companies are doing some sort of online p ganalysis and / or engagementSocial data (excluding Facebook) increased by 250% in2010© 2010 Brandwatch | www.brandwatch.com 4
  • 4. So what do companies who are getting all the love look like?© 2010 Brandwatch | www.brandwatch.com 5
  • 5. © 2010 Brandwatch | www.brandwatch.com 6
  • 6. © 2010 Brandwatch | www.brandwatch.com 7
  • 7. © 2010 Brandwatch | www.brandwatch.com 8
  • 8. Let’s look at Oil and Gas© 2010 Brandwatch | www.brandwatch.com 9
  • 9. Conversation volumes across threeindustries Dramatic changes needed in Oil Industry Oil Industry pushing for offshore expansion Oil & Gas industries should be integrated © 2011 Brandwatch | www.brandwatch.com 10
  • 10. The majority of comment about all 3industries is within online news pagesMost sites under the news category are finance themed. Secondary levelpresence is made by campaign articles as found on ‘Huffington Post’ and articles, Post’,‘allafrica.com’, ‘guardian.com’© 2011 Brandwatch | www.brandwatch.com 11
  • 11. BP has 88,000 mentions in the last month – 6x the numberfor the generic phrase ‘Oil Industry’ Oil Industry The strong implication of the very high ‘BP’ conversation volume is that ‘BP’ is now a substitute term for the industry as a whole, within campaign material. b tit t t f th i d t h l ithi i t i l© 2011 Brandwatch | www.brandwatch.com 12
  • 12. Social media language v Professionalnews language – the case of ‘BP’ The cycle: news p y produces a social media reaction which p produces amplified news p reaction The April ‘10 oil spill tied the name ‘BP’ with an event that had a big impact. The name ‘BP’ is driven into everyday public discussion This is reflected in significant social media BP discussion. and Twitter traffic – traffic which, in turn, provokes new waves of journalist reaction and comment on news sites, fully aware that their articles have the public ear.© 2011 Brandwatch | www.brandwatch.com 13
  • 13. Top Sites for BPBP’s presence on Twitter is very high. This means BP is a topic thoroughlyembedded in public consciousness. Principle themes on Twitter are the Russiandeal, and renewable energy prospects © 2010 Brandwatch | www.brandwatch.com 14
  • 14. So what do you do about it?© 2010 Brandwatch | www.brandwatch.com 15
  • 15. Watch Twitter onlyWho: Lots of people such as ASDA First Direct ASDA,How: Free stuff - Twitterfall tweetdeck hootsuite Twitterfall, tweetdeck, hootsuite,How good: Good for engaging, less so for reporting B2C engaging reporting.IssuesNo analysisBig picture / little picture© 2010 Brandwatch | www.brandwatch.com 16
  • 16. Add Google alertsQuoted everywhere as a good way to monitor the webBUT• Coverage is <10%. Query: Gatorade Period: 1 month Google Alerts 684 | Brandwatch 12,115• NO reporting or analysisConclusion not great© 2010 Brandwatch | www.brandwatch.com 17
  • 17. Use blog & forum enginesBlogpulse,Blogpulse Google Blog search/Bing Boardreader search/Bing,Omgili,Omgili Google forums Time bandits FRUSTRATION© 2010 Brandwatch | www.brandwatch.com 18
  • 18. Inside out is better than outside in• Figure out what the company is trying to achieve• Find an ally at a senior level & get some resource• Set clear objectives• Maybe get some help• Monitor it and show progress© 2010 Brandwatch | www.brandwatch.com 19
  • 19. OBJECTIVES - tipsThis is a new form of marketingIt should align with org. structureYou need to think longish termTie it into simple stuff like webstatsInclude online newsGET THE TONE RIGHT Human, real vulnerable Human real, vulnerable, helpful© 2010 Brandwatch | www.brandwatch.com 20
  • 20. E.On - Fitting into org. structureDEPARTMENTSPR,PR Product & pricing, Talent, Retail, Renewables… pricing Talent Retail RenewablesWHAT DO THEY TRACK?Brand, plants, competitors, lobby groups, sponsorship,campaigns,campaigns events© 2010 Brandwatch | www.brandwatch.com 21
  • 21. Fit the data to the organisation© 2010 Brandwatch | www.brandwatch.com 22
  • 22. Set benchmarks1.1 Webstats2. Conversion rates3.3 Volume of conversation4. Sentiment5.5 Competitors6. Type of conversation© 2010 Brandwatch | www.brandwatch.com 23
  • 23. Benchmarks – INTERESTING MENTIONS 2% 1% c. 0.1% Interesting and worth 24% 1% 20% acting on 33% Interesting to read 52% 65% 79% 99%Not interesting (e.g. passing 24% mention) Pantene Honda Cisco E.on© 2010 Brandwatch | www.brandwatch.com 24
  • 24. Benchmarks – SENTIMENT© 2010 Brandwatch | www.brandwatch.com 25
  • 25. Getting it right can take TIMEand ITERATIONS© 2010 Brandwatch | www.brandwatch.com 26
  • 26. ROI exampleFor one client, in a 1 month period clientNumber of posts tracked ~100,000 100 000Filtered to 4,500ActualA t l engagements t < 2%Number of increased views 25,000Increase in positive tonality 11%Decrease in negative tonality 25%ROI 558%
  • 27. OFFERCome and see what’s going on around what syour company for freeGo to www.brandwatch.com/ and registerfor a demoput ROGM in the description fieldTHANK YOU for listeningGiles Palmergiles@brandwatch.com@joodoo9© 2010 Brandwatch | www.brandwatch.com 28

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