Big B2B E-marketing at Schlumberger – Dealing with the Big Crew Change<br />Robert Salsman<br />Schlumberger Marketing Com...
The Big Crew Change<br />2<br />12/1/2010<br />
3<br />About Schlumberger<br />World’s largest oilfield services company, founded in 1926<br />HQ in Paris France and Hous...
4<br />Who Is Our On-line Audience? <br />Recruits: Fresh-out and Mid Career<br />Investors & Stock Analysts<br />Supplier...
5<br />2009 Customer Survey<br />
6<br />2009 Customer Survey – Over 50<br />
7<br />2009 Customer Survey – Over 40<br />
8<br />2009 Customer Survey – Over 30<br />
9<br />2009 Customer Survey – Under 30<br />
10<br />What are our customers most interested in?<br />Please rank the information you most value on SLB.com:<br />Case s...
11<br />Social Media <br />Wikipedia: “Social media [includes] Internet forums, weblogs, social blogs, microblogging, wiki...
12<br />Social Media Caveats for Big B2B Marketing <br />Moderating blogs, Facebook, Youtube, LinkedIn can be a high maint...
13	RAYS<br />Nov 8, 2007<br />Nestle Kit Kat Video<br />
14	RAYS<br />Nov 8, 2007<br />Areva Dialogue Space<br />
15<br />On-line Marketing for Schlumberger <br />Social Media is in exploration phase, for now.<br />Expert blogs & Twitte...
16<br />Social Media for Big B2B Marketing<br />But of course we must evolve. With the ascendance of the “Always-On” gener...
Big B2B E-marketing at Schlumberger – Dealing with the Big Crew Change<br />Robert Salsman<br />Schlumberger Marketing Com...
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B2B e-marketing: The Big Crew Change

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B2B e-marketing: The Big Crew Change

  1. 1. Big B2B E-marketing at Schlumberger – Dealing with the Big Crew Change<br />Robert Salsman<br />Schlumberger Marketing Communications<br />HIMA Luncheon, December 2, 2010<br />
  2. 2. The Big Crew Change<br />2<br />12/1/2010<br />
  3. 3. 3<br />About Schlumberger<br />World’s largest oilfield services company, founded in 1926<br />HQ in Paris France and Houston TX <br />USD 23 billion in revenue in 2009<br /> USD 800 million spent on R&D <br />105,000 people of more than 140 nationalities working in approximately 80 countries<br />Big B2B company with the significant majority of our revenue coming from our top 40 customers<br />Public Web site: www.slb.com<br />
  4. 4. 4<br />Who Is Our On-line Audience? <br />Recruits: Fresh-out and Mid Career<br />Investors & Stock Analysts<br />Suppliers, Media, Researchers, Students, etc.<br />Current & Potential Customers<br />Significant % of revenue from top customers<br />Decades-long relationships in some cases<br />Our sales efforts are generally account-focused<br />Decision makers are senior engineers, scientists & managers<br />Rigid infrastructure and restrictive internet policies<br />Big $ contracts<br />What on-line channels should we use?<br />
  5. 5. 5<br />2009 Customer Survey<br />
  6. 6. 6<br />2009 Customer Survey – Over 50<br />
  7. 7. 7<br />2009 Customer Survey – Over 40<br />
  8. 8. 8<br />2009 Customer Survey – Over 30<br />
  9. 9. 9<br />2009 Customer Survey – Under 30<br />
  10. 10. 10<br />What are our customers most interested in?<br />Please rank the information you most value on SLB.com:<br />Case studies, technical articles, and papers<br />Product and service catalogs, and technical specifications<br />New Schlumberger technology notifications<br />Oilfield Glossary or Curve Mnemonic Dictionary<br />Oilfield Review<br />This is highly technical content, requiring much effort. <br />Do we have cycles left for anything else?<br />
  11. 11. 11<br />Social Media <br />Wikipedia: “Social media [includes] Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking….According to Kaplan and Haenlein there are six different types of social media: collaborative projects, blogs and microblogs, content communities, social networking sites, virtual game worlds, and virtual communities.”<br />Facebook, LinkedIn, Twitter, YouTube, FourSquare, Groupon, etc., etc.<br />Orkut is number 1 in India and Brazil. <br />Youtube& Facebook are blocked in China.<br />
  12. 12. 12<br />Social Media Caveats for Big B2B Marketing <br />Moderating blogs, Facebook, Youtube, LinkedIn can be a high maintenance activity.<br />Social media is the realm of headhunters and hidden agendas. <br />If you maintain an “official” Social media presence, you must be prepared to respond officially when things go bad. <br />
  13. 13. 13 RAYS<br />Nov 8, 2007<br />Nestle Kit Kat Video<br />
  14. 14. 14 RAYS<br />Nov 8, 2007<br />Areva Dialogue Space<br />
  15. 15. 15<br />On-line Marketing for Schlumberger <br />Social Media is in exploration phase, for now.<br />Expert blogs & Twitter, “Frozen” Facebookpages, LinkedIn for Recruiting<br />Closely monitored<br />Corporate policy and employee education<br />Controlled social space, e.g. SocialGo. <br />Primary focus remains our public Web site, SEO, and E-mail and Search marketing. <br />More to gain from these “old” on-line channels. <br />Pressing issue is the explosion of public Web sites<br />Smith International brought in 30 new ones<br />
  16. 16. 16<br />Social Media for Big B2B Marketing<br />But of course we must evolve. With the ascendance of the “Always-On” generation, on-line interaction will accelerate.<br />“By 2020, the prevailing business model for corporate Web sites will be for customers to manage a large part of what they experience and the information they receive, and for the design of interactions to accommodate their interaction styles.”<br />A Framework for Creating the Future Customer-Centric Web Gartner, 02 Feb 2009 <br />Change will be gradual over the next few years<br />This is not a technical issue. We must provide an on-line organization for our customers. <br />
  17. 17. Big B2B E-marketing at Schlumberger – Dealing with the Big Crew Change<br />Robert Salsman<br />Schlumberger Marketing Communications<br />HIMA Luncheon, December 2, 2010<br />

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