Social Media and the Energy Industry May 2012

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This presentation come from DEER digital's May Breakfast Briefing on Social Media and the Energy Industry. Sparked by the vast contrast between BP’s management of the Deepwater Horizon Oil Spill and the Total Elgin Gas Leak, it is clear that the public demands communication on these channels. In this presentation we examine to what degree the energy industry has embraced social media, with key learnings for the future.

Published in: Business, News & Politics

Social Media and the Energy Industry May 2012

  1. 1. Guiding principles Social Media and the Energy industryCopyright Deer Digital Ltd. 2012
  2. 2. 2012 It’s nothing new...Copyright Deer Digital Ltd. 2012
  3. 3. 2012Copyright Deer Digital Ltd. 2012
  4. 4. 2012Copyright Deer Digital Ltd. 2012
  5. 5. 2012 Social media amplifies traditional word of mouth.Copyright Deer Digital Ltd. 2012
  6. 6. 2012 Ignoring social can cause a more serious threat.Copyright Deer Digital Ltd. 2012
  7. 7. 2012Copyright Deer Digital Ltd. 2012
  8. 8. 2012Copyright Deer Digital Ltd. 2012
  9. 9. 2012Copyright Deer Digital Ltd. 2012
  10. 10. 2012Copyright Deer Digital Ltd. 2012
  11. 11. 2012 Oil and energy firms are the most technologically innovative businesses in the world, but are they embracing social?Copyright Deer Digital Ltd. 2012
  12. 12. Guiding principles Stakeholder behaviour is changing.Copyright Deer Digital Ltd. 2012
  13. 13. 2012 Where do buyers get information?Copyright Deer Digital Ltd. 2012
  14. 14. 2012 Supplier websites 68% Web searches 65% Industry press (print) 45% Supplier emails 40% Word of mouth 33% Direct mail 31% Press advertising 27%Online events/webinars 21%Offline events/seminars 18% Traditional online 88% Facebook 15% Blogs 12% Any offline 74% Twitter 10% New online/social Other Social Media 10% media 40% 0 17.5 35 52.5 70 4 in 10 decision makers are incorporate new online/ social media tools into the decision making process.Copyright Deer Digital Ltd. 2012 Source: Buyersphere Report 2011
  15. 15. 2012 B2B stakeholders want information that is easy to get to, can be easily transferred within their organisation, and is relevant to their needs.Copyright Deer Digital Ltd. 2012
  16. 16. Guiding principles Analysing the top 10.Copyright Deer Digital Ltd. 2012
  17. 17. 2012 1 2 3 4 5 6 7 8 9 10Copyright Deer Digital Ltd. 2012
  18. 18. 2012 Which social networks are the most utilised amongst the top 10?Copyright Deer Digital Ltd. 2012
  19. 19. 2012 50% 60% 80% 90% 100% Platform adoptionCopyright Deer Digital Ltd. 2012
  20. 20. 2012 Are energy companies blogging?Copyright Deer Digital Ltd. 2012
  21. 21. 2012 Only 1 out of 10 has a company blogNo 90% 10% YesCopyright Deer Digital Ltd. 2012
  22. 22. 2012 Integrating existing web activity with social.Copyright Deer Digital Ltd. 2012
  23. 23. 2012 ✘ Don’t! ✓ Integrated campaign ✓ Using Facebook ‘actions’Copyright Deer Digital Ltd. 2012
  24. 24. 2012 LinkedIn most popular platform for energy businesses.Copyright Deer Digital Ltd. 2012
  25. 25. 2012 All 10 have company profiles on LinkedIn.Copyright Deer Digital Ltd. 2012
  26. 26. 2012 No careers tab Limited 80% 20% careers tab Full careers tab Missed Opportunity: Missed Opportunity: Only 2 companies utilising Recruitment Products and Services tabsCopyright Deer Digital Ltd. 2012
  27. 27. 2012 ✓ Utilising all tabs ✓ Testing new ad format ✓ Consistent branding ✓ Posting jobs ✓ Making it easy to get in contactCopyright Deer Digital Ltd. 2012
  28. 28. 2012 ✓ Detailing products/services ✓ Using groups to reach specific audiencesCopyright Deer Digital Ltd. 2012
  29. 29. 2012 How are the top 10 using Facebook?Copyright Deer Digital Ltd. 2012
  30. 30. 2012200000 11250150000 7500100000 3750 50000 0 0 No. of Fans No. of fans ‘Talking about’ Half of the top 10 have active Engagement varies vastly with Facebook profiles Maersk above the restCopyright Deer Digital Ltd. 2012
  31. 31. 2012 What’s working on Facebook?Copyright Deer Digital Ltd. 2012
  32. 32. 2012 ✓ Utilising custom apps panel ✓ Using ‘timeline’ to tell the Shell story ✓ Lots of photosCopyright Deer Digital Ltd. 2012
  33. 33. 2012 ✓ Content tailored to different target groups ✓ Integrated with other social channels ✓ Engaging content - multimedia and pollCopyright Deer Digital Ltd. 2012
  34. 34. 2012 Lack of strategy on Twitter.Copyright Deer Digital Ltd. 2012
  35. 35. 2012 Not active 10%Limited profiles Active profiles 60% 30%Copyright Deer Digital Ltd. 2012
  36. 36. 2012 Common mistakes on Twitter.Copyright Deer Digital Ltd. 2012
  37. 37. 2012 ✘ Linking to press releases ✘ Lack of multimedia ✘ Infrequent posts ✘ No direct conversation (@)Copyright Deer Digital Ltd. 2012
  38. 38. 2012 Shell tests new ad format.Copyright Deer Digital Ltd. 2012
  39. 39. 2012Copyright Deer Digital Ltd. 2012
  40. 40. 2012 Engaging work on YouTube.Copyright Deer Digital Ltd. 2012
  41. 41. 2012 ✓ Consistent branding ✓ Commenting enabled ✓ Content tailored to different target audiencesCopyright Deer Digital Ltd. 2012
  42. 42. 2012 Brand protection on Google+.Copyright Deer Digital Ltd. 2012
  43. 43. 2012 Placeholder profiles Just 2 out of 10 sharing Lack of integrationCopyright Deer Digital Ltd. 2012
  44. 44. Guiding principles Maersk make social work.Copyright Deer Digital Ltd. 2012
  45. 45. 2012 ✓ Social links on every pageCopyright Deer Digital Ltd. 2012
  46. 46. 2012 ✓ Social links✓ Audience needdriven contentCopyright Deer Digital Ltd. 2012
  47. 47. 2012 AIM: Get closer to our customersCopyright Deer Digital Ltd. 2012
  48. 48. 2012 ✓ Integrated activityCopyright Deer Digital Ltd. 2012
  49. 49. 2012 275,022 Vs 260,687 FansCopyright Deer Digital Ltd. 2012
  50. 50. Guiding principles What do energy companies need to do?Copyright Deer Digital Ltd. 2012
  51. 51. 2012 1. Devise a social media strategy.Copyright Deer Digital Ltd. 2012
  52. 52. 2012 2. Integrate with other comms channels.Copyright Deer Digital Ltd. 2012
  53. 53. 2012 3. Monitor digital developments.Copyright Deer Digital Ltd. 2012
  54. 54. 2012 4. Measure and improve.Copyright Deer Digital Ltd. 2012
  55. 55. 2012 5. Rinse and repeat.Copyright Deer Digital Ltd. 2012
  56. 56. Guiding principles Let’s discuss! www.deerdigital.com t: @DeerDigitalCopyright Deer Digital Ltd. 2012 f: facebook.com/DeerDigital

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