4. Nigeria’s economy is largely dependent on the oil and gas sector with the proceeds
accounting for over 70% of the nation’s revenue. Oando PLC’s rise to be the biggest
indigenous player in the sector is a testament to the audacity and resourcefulness of the
brand. In 2015, it acquired Conoco Philip’s Nigeria business for $1.6B, becoming the first
indigenous company to buy out an IOC.
As a truly innovative company, Oando PLC has been in the frontlines of brands deploying
cutting-edge technological solutions in the sector. Oando PLC is establishing a reputation for
being pioneers and innovators with the ambitious projects under its belt and those currently
in the works.
B A C K G R O U N D
5. • Inspire interest in the investor community
• Maintain brand equity
• Create top of mind awareness and interest among target audience
• Differentiating Oando PLC from its competitors
• Define all the brand portfolios and their offerings
• Generate positive public sentiments though social media activities.
• Increase employee participation on social media
B R A N D O B J E C T I V E S
6. • Create and sustain an engaging online presence which speaks innovation
and market leadership as the leading indigenous upstream oil operator.
• Educate Oando PLC’s audience about the operations of the petroleum
sector, the company activities, achievements and plans as well as its
importance in the industry.
• Give Oando PLC’s social media platforms a defined personality.
• Develop insightful content to reinforce Oando PLC’s social media platforms
as the go-to place for information in the oil and gas industry.
C O M M U N I C AT I O N O B J E C T I V E S
8. Social Media Audit - Oando
Where
CHANNEL/
ENVIRONMENT
What
CONTENT/
SENTIMENT
When
DATE/
FREQUENCY
Why
PURPOSE/
PERFORMANCE
Opportunity*
1 - CHALLENGE
5- OPPORTUNITY
Twitter
*images, text and links
Tweeting about Oando events, highlights,
projects, time/season themed.
• Little likes, comments or retweets
Average of 3
tweets per
week
Positive impression across all
stakeholders
3
Facebook
*images, text, videos
and links
Posting about Oando events, highlights,
projects. time/seasoned
• Little likes, shares, comments or views
Average of 2
posts per
week
Positive impression across all
stakeholders
3
LinkedIn
*images, text and links
Posting about Oando events, highlights,
projects, time/seasoned.
• Little likes, comments
Average of 1
post per
week
Positive impression across all
stakeholders
2
Instagram
*images and videos
Posting about Oando intra-events,
highlights, projects, time/seasoned.
• Little likes, comments and Low views
Average of 3
posts per
week
Positive impression across all
stakeholders
Encourage Employee Engagement
3
Youtube
*videos
Posting about Oando events, highlights,
projects.
• Very little comment and moderate views
Average of 1
post per
month
Positive impression across all
stakeholders
1 - no engagement
*opportunity/challenge: signifies how well the account is performing and determines how much attention the account requires
9. Social Media Audit – Competitor (Forte Oil)
Where
CHANNEL/
ENVIRONMENT
What
CONTENT/
SENTIMENT
When
DATE/
FREQUENCY
Why
PURPOSE/
PERFORMANCE
Opportunity
1 - CHALLENGE
5- OPPORTUNITY
Twitter
* images, text and
links
Tweeting about Forte Oil projects and
highlights, time/season themed .
• Little likes, comments or retweets
Average of 3
times per
week
Boost investor confidence 2
Facebook
*images, text, videos
and links
Posting about current events, Forte Oil
projects time/season themed .
• Little likes, shares, comments and views
Average of 2
times per
week
Boost investor confidence 2
Linkedin Not present on this Platform N/A N/A -
Instagram
*images and videos
Posting about Forte Oil projects, current
event, time/season themed .
• Little likes, comments and Low views
Average of 2
times per
week
Boost investor confidence 2
Youtube Not present on this Platform N/A Boost investor confidence -
*opportunity/challenge: signifies how well the account is performing and determines how much attention the account requires
10. Social Media Audit - Followers
Where
CHANNEL/
ENVIRONMENT
What
CONTENT/
SENTIMENT
When
DATE/
FREQUENCY
Why
PURPOSE/
PERFORMANCE
Opportunity
1 - CHALLENGE
5- OPPORTUNITY
Twitter
*comments, questions
Buzz about Oando’s current financial
standing
Expression of doubts about Oando’s
FYE 2016 reports
Enquiries about Job opportunities
Average of 5
tweets per
day
Complaints
*negative
Praise
*positive
3
Facebook
*comments, questions
Enquiries about Job opportunities
Accolades of Oando milestones
Average of 2
posts per day
Praise
*positive
4
Linkedin
*comments, questions
Enquiries about Job opportunities
Accolades of Oando’s milestones
Average of 1
post per day
Praise
*positive
3
Instagram
*images
Sharing photos
Average of 2
posts per day
*neutral 3
Youtube
*no comments
- - - 1
*opportunity/challenge: signifies how well the account is performing and determines how much attention the account requires
11. C O M P E T I T I V E R E C O M M E N D AT I O N S
- Oando has an opportunity to differentiate itself from competitors on social media by creating and promoting images on Instagram
where Seplat is absent and improving their professional presence on LinkedIn where Forte Oil is absent and Seplat is present but
inactive
- Content specifically for these platforms should be created and promoted
- Content that would work well on Instagram include image posts that pose questions to the audience. For example, questions
asking followers to guess certain facts about Wale Tinubu, visual elements with motivational quotes accompanied by
#Motivational Monday and visual elements that promote team work and accompanied by #TeamOando
- Content that would work well on LinkedIn include visual elements with motivational quotes especially from a recognizable icon
and image posts that encourage discourse around the various industries in Nigeria. It would be interesting to ask followers about
their #bold solutions in regards to these industries
- In addition, the only other social media platform that Oando is present where its competitors are absent is YouTube. However,
this platform does not perform well in comparison to other social media platforms with similar features. For example, Oando’s
“2016 Happy Holidays’ video that was posted on IG, Facebook and YouTube at the same time resulted in different views;
Facebook and Instagram having higher views than YouTube.
12. Twitter Followers Interests:
- Business and News
- Current Events
- Technology
- Music
- Politics
- Religion
Facebook Followers Interests
- Lifestyle
- Entertainment
- Current Events
- Business and News
F O L L O W E R S A N A LY S I S : F O L L O W E R S I N T E R E S T S A C R O S S P L AT F O R M S
LinkedIn Followers Interests
- Business and News
- Politics
- Industry News
Instagram Followers Interests
- Entertainment
- Lifestyle and Fitness
- Fashion
- Music
13. Summary of Audit Findings:
The people that talk about Oando online include:
- Online news vendors that create buzz about Oando’s current financial standing such as Oando rebounding to profitability for
FYE 2016
- Stock exchange enthusiasts and financial news enthusiasts who are concerned about Oando’s standing iin the present
economy as well express doubts about Oando’s FYE 2016 reports
- Lastly, people who also make enquiries about Oando Job opportunities
Oando does not respond to these people in a timely manner or at all. Only exception was with the user involved in the viral “How
many RTS do I need to be employed”
Recommendations:
-Oando could probably retweet a news vendor that mentions them just to show your audience that you're listening and sociable.
-An auto response can be set to answer all irrelevant questions like those from job seekers and freebies seekers.
-The practice of not engaging Stock exchange enthusiasts and Financial news enthusiasts because their followings are relatively
small and response from Oando would draw unnecessary attention to it should be maintained. Not all comments are worth a
response.
-Replying of the viral tweets was a good move because it humanised Oando as well as drove a lot engagement to the page,
periodically actions such as that should be executed.
F O L L O W E R S I N S I G H T S
19. Awareness
Interest /
Decision
Relationship
Strengthening
Concern Leave Return
how customers become
aware of oando plc
how customers become
interested in following
oando plc
what oando does to develop
on going relationships and
delight its followers
How oando deals with
concerns and
complaints
What oando does when
followers leave
How we win back
previous followers
CSR
Social Media
sharing / referrals
Events
Employees
CSR
Engaging content
Industry insights
One - on - one
social media
conversation
showing interests in
follower’s interests.
Engage in social
media
conversations
with influential
followers so that
perception shift
can be made
with their reach
Use listening tools
to ascertain if
there are any
underlined causes
optimising content
to what is brand
related and trendy
21. Content Pillars
Pillars Rationale
Investment/Business
news
Majority of the decision makers in investment companies, which are the target audience are very
interested in investment and business news. Being in the know and speaking of the topics and themes
around it will position Oando PLC as the right partner to work with.
Industry insights
To educate and give followers an overview of the realities of the industry and the company’s situations.
This will help curb the negative and uninformed critics/comments.
Innovation
There is a need for Oando to be perceived as a brand that understands the future and is working to be
a forerunner in innovation in Africa. Speaking about this, positions the company as a trail blazer.
Community
Community is meant to amplify what Oando is doing in terms of community engagement and CSR in
the communities where they have operations, not just emphasizing on the festivities.
Nature
This pillar will be audience interest based, it focuses on sporting activities, event and games that the
audience can connect and also increase engagement
Sports
This pillar was to promote emotive content for the local landscape and tourist environment
connecting with communities where Oando operates.
H.E.R
This content pillar to celebrate the women in the Oando workforce.
22. Pillars vs Tone of Voice
Pillars Tone of voice Brave. Bold. Spontaneous
Savvy. Professional.
Assertive. Deep
Outspoken. Spirited.
Provocative
Investment/Business
news
1) Global
2) Local
Industry insights Keynotes from Management team &
thought leaders
Data driven reports
Innovation
Transportation
Power
Energy
Architecture
Renewables
Education
Arts, Design and Culture discoveries,
critiques: Landscapes, Architectural
designs, Functional designs
Community
Community Engagement
CSR Activities
Oando Foundation
Sports
Hijacks on CAF, EPL, UEFA,
Wimbledon, US Open, Australian
Open, French Open, Tour De France
1) Sponsored Indigenous tournaments
(Tennis, Polo, Football)
2) Sponsored Indigenous Fishing
Festivals and others in Niger Delta
areas of Nigeria and oil exploration
communities within Africa.
Nature
1) Wildlife (NatGeo/Animal Planet
style)
2) Upstream Exploration
H.E.R
Women in Oando
Top Women business leaders
26. User Channel Behaviour
Channel User Behavior Brand Oando’s Attitude
LinkedIn Industry/Career networking. Job Referrals. Job applications Demonstrate depth, be Professional. Educate. Be
assertive
Twitter Breaking news. Real time conversations. Shared
experience. Opinionated
Spontaneous. Outspoken. Think on his feet. Proactive.
Tap into shared experience. Solution driven.
Facebook Reunion - family/classmates/colleagues. Keeping up with
the jones. Family/Friends gossips. Shared experience
Tap into shared experience. Be personal. Intrusive.
Youtube Watch reviews, trailers. stream music videos and short form
content.
Expressive. Spirited.
Instagram Keeping up with he jones. Pretentious. Bragging rights/
Show off. Enjoy short form video content. Live in the
moments
Expressive. Spirited. Demonstrate brave passion and
zest for life…in a larger than life approach.
Channel Strategy
28. Thought leadership pieces:
These are thought pieces and creative content about the industry such as pros and cons, opinions
and views as well as latest trends. Having thought leadership brands Oando as an expert in the oil
and gas industry on a platform filled with cerebral and users. These will come in form of articles,
quotes and infographics.
Partnership with schools:
Partnering with top universities in the country and using the brand’s linkedin page as a platform to
showcase innovation and future industry influencers will reinforce the brand’s stand in sourcing for
innovation. Over a period of time, the platform will be seen as a resource for the next generation to
showcase themselves.
LinkedIn
29. Staff and Lifestyle:
Showcasing how the brand improves the work life and corporate environment of the employees.
This could include: worker’s day event, birthdays, retreats, and staff career success.
Company Culture
Images and live videos capturing Teamwork, Respect, Integrity, Passion and Professionalism which
are components of the company’s culture will be posted. This helps sell the brand as the “Employer
Brand”.
Nature
Posts will include elements of how the brand its being environmentally friendly and how it cares for
the people in the communities its operates in.
Instagram
30. Videos
Videos content such as: interview clips and animations, that would typically have gone on Youtube
will be uploaded directly on Facebook to increase the content reach.
CSR
Amplifying the brand’s offline corporate social responsibilities on the digital space.
Nature
Content on Instagram around this theme will also be fed here as a supporting platform. Links from
news platforms will also be posted as the TA on Facebook value news articles.
Facebook
31. Chat Series
The purpose of this series is to drive engagement and conversations around key issues that, the brand is passionate
about and affects environs where Oando operates.
Twitter will be the sole platform for this series however, key notes and summary would be occasionally pushed to
other platforms.
Niche influencers (inclusive of some present followers) that are passionate about this topics and occasionally or
frequently talk about it will be engaged during the course of this series.
Sample Topics:
Let’s Talk Climate Change: Major Causes of Pollution in Lagos and Possible Solutions
Let’s Talk Education: The Standard of Technical Education in Nigerian Secondary Schools
Link & List
Although thought leadership pieces are a key to successful B2B digital marketing plan, they can not be put on twitter
because of the character restrictions. The key points of the pieces and links will redirect followers to the full articles.
This is also essential to cross platform use strategy.
Poll
To fully leverage on the opinionated personality, we will engage the audience on tropical issues be conducting a
public opinion poll. Where our target audience can vote for their voices to be heard on those issues.
Twitter
33. 2 - 3x
A WEEK
2 - 3x
A WEEK
3 - 4x
A WEEK
3 - 4x
A WEEK
34. Posting rationale is based on Analysis of the Follower activity:
• Facebook : 2-3x because of the nature of the content being posted. Long text content do not need to be posted daily and need at least a 2 day interval
between posting. For instance, if a long post is made on day 1, next post should be made on day 3. This prevents information fatigue
• Twitter: 3-4x this is more frequent than Facebook because of the 140 character limit on twitter platform. Therefore there is no issue of information fatigue
brought about by long text content. However, daily posting is not recommended because there needs to be time allocated to research content to produce
interesting and engaging tweets with greater impact.
• Instagram: 3-4x this is the same frequency as twitter because it isn't affected by long text information fatigue, since Instagram is visual centric. However, daily
posting , especially more than one post a day might irritate the audience and result to loss of followers.
• LinkedIn: 2-3x this is recommended because Oando’s LinkedIn has poor engagement partly due to its infrequent posting habits, therefore increasing the
frequency of posting as well as giving enough time to research content to produce post with greater impact will increase the engagement level on this
platform
Rationale
37. In a bid to make key happenings in the oil & gas industry relatable to the common man and
have the general populace clearly understand the professional jargons, the common man
project is being proposed.
The average Nigerian may be ignorant of value/importance of Oando’s operations to them;
therefore they are more liable to defame the brand and post negative sentiments based off
hearsay.
Short Term
When news breaks in the industry and industry specific terminologies are been used, the
common man’s job will be to break it down to how the news affects the average Nigerian.
Creative’s and content relating the message will be used with the unique “Mr. O” illustration.
Long Term
The “Mr. O” entity will be separated from the Oando PLC account; a separate twitter account
will be created for Mr. O. This will become a fully external owned resource and will tweet and
interact with others based on the Mr. O personality
MR. O
39. Most people see the Oando brand as just “a filling station company”. What we intend
with this campaign is to dispel this idea/misconception and properly educate the public
about “the Oando brand”. After the end of the campaign, knowando will be
metamorphosed into content pillar. The campaign will be divided into three phases.
#OandoThen
This phase will involve communicating key facts about Oando’s past. All creatives for this
will be featured in black and white, sepia & polaroid frames.
#OandoNow
This phase will involve communicating key facts about what Oando is presently doing.
The different facets and activities of Oando plc will be communicated at this stage.
#OandoNext
This phase will involve communicating key long term goals Oando aims to achieve.
Duration
One month
Knowando
41. The idea is to periodically have discussions online arounds key topics that Oando
Plc is passionate about.
Short Term
Twitter will be the sole platform for this series however, key notes and summary
would be occasionally pushed to other platforms.
Niche influencers (inclusive of some present followers) that are passionate about
these topics and occasionally or frequently talk about it will be engaged during
the course of this series.
Long Term
A platform will be created as an owned resource to, first, to aggregate discussions
from Open.Stage on twitter and in the long run serve as a blog for Oando Plc.
Campaign Duration
Long Term
Open.Stage: Owned Platform
43. As the name implies, this campaign is a one day campaign centred around
celebrating oando’s achievements so far this year and also sharing oando’s
goals for the rest of the year and the future.
The post will be used on a monday to motivate the audience in place of the
regular motivation monday content. The information will be communicated as an
infographic and a link to an oando customized life planner in a Q1-Q4 format
will be made available for the audience to download. The link will be
accompanied with a copy encouraging the audience that it is not too late to set
goals and meet them.
“Welcome to the Third Quarter” - Monday 3rd July
44. This will be a one day campaign appreciating the work of the people who have
to work long hours and over the public holidays to keep the oando vision going.
For example the engineers at OER assets , the security guards who keep watch
over the place, the cleaners that make sure the environment is conducive
enough for productive work to take place etc. will be nominated internally and
rewarded the with cinema tickets. The rewarded people will then share their
rewards on social media. Oando can challenge their audience to nominate
workaholics that help make the difference and 3 people will be rewarded in
addition to the oando family. The aim of this is to allow people partake in
oando’s “Passion” culture.
Work-A-Holic Day - Wednesday 5th July
45. About two weeks before international youth day, the youths will be encouraged
to engage in a mind stimulating essay/report writing on topics such as Risk
Management factors involved with the international financing of oil and gas
operations (project, infrastructures etc). The winners of the essay will then be
brought in on international youth day to shadow various managers for the day.
To celebrate the end of International youth day, the winners will also be given
the opportunity to have a meal outside of work with some oando staff.
The reports could also be used on the brand’s page.
International Youth Day - Saturday 12th August
46. Educate-Our-Future is a 3 day campaign giving oando’s online audience the
opportunity to be a hero to someone as well as the tools and resources to
educate a child. Empowering a local child is empowering Nigeria. From
Wednesday to Friday, we will unveil 3 different types of oando branded skill
based education through pictorial means we would like for the audience to give
a local child. Be it their gateman’s child or a child in their religious community.
The reason it will be animated is so that children who cannot read and write can
also benefit from the campaign.
World Humanitarian Day - Saturday 19th August
47. “Take a screenshot to reveal” - This is a one
day viral campaign aimed to increase
engagement. The post that will be used will a
fast moving gif that will require the mobile
phone user to take a screenshot for a
message to be revealed to them. For every
screenshot the users takes, the message is
different. The theme of the campaign can be
around “things I should do and things I should
stop to make nigeria great”.
Independence Day - Sunday 1st October
