1. Social Media & Petrom
One unitary online presence
Ana Bulgar / Online Manager Petrom
Bucharest, 19.04.2011

2. Social Media
Facts:
1. The communication touch points diversified & any dialogue with our
stakeholders has to happen on “their” ground (no longer only
centralized communication)
2. There is a shift in communication from company’s perspective from
“let’s talk about me” to “let’s talk about what we have in common”
3. Top of mind presence in the most relevant way both for the brand
as for the stakeholders ( impact on sales, reputation, likeability,
transparency)
2 Petrom Social Media

3. How to tackle the social dialogue online
1. Field of activity & company strategy
(FMCG, telecom, cars, vs.
energy, utilities, press or
public institutions)
Influence on offer, flexibility &
emotions in conversation
3 Petrom Social Media

4. How to tackle the social dialogue online
1. Field of activity & company strategy
2. Size of the company
(no. of employees, business divisions,
roles & procedures)
Speed of reaction
Speed of employees’ endorsement
Speed of internal learning
Space for experiments
4 Petrom Social Media

5. How to tackle the social dialogue online
1. Field of activity & company strategy
2. Size of the company
3. Size of the audiences
(Size & categories of stakeholders)
Volume of information
Listening inside the organization & outside
Business know-how (filtering info. to
extract what is relevant)
Create synergies between different
information owners & their messages
5 Petrom Social Media

6. Synergies set-up:
External expression
Corporate brand personality
(incl. brand values, brand guidelines)
Corporate branding - tone of voice, design, visual identity, brand personality
Brand interaction with the society
online environment - responsibility & community involvement
- incl. stakeholders’ dialogue, KOL dialogue etc.
►MKT ►CSR ►Press ►HR HR (Corporate & Recruiting)
(incl. BDs) ►IR - employer branding
- communicate working environment & policies
►P. Affairs - recruitment, internship programs
►Corp. Affairs
External Communication
- identify zones of action / impact & their
►Employees personas personality tone of voice, target focus, etc.
Brand ambassadorship
Brands portfolio & their personality - company image “mirroring” in the employees
- Filling Stations brands public profiles, their online personalities, behaviors, etc.
- Product brands
- Shop brands
- “Industry brands” (Gas, E&P, Power, etc.)
6 Petrom Social Media

7. Social Media & Petrom
Channels:
1. Facebook:
1. Petrom Romania (over 3,000 friends),
2. TaraluiAndrei (over 4,000 friends)
2. Twitter:
1. PetromRO – corporate account (covers company wide actions, information, press
releases, CSR, re-sends info from secondary channels such as taraluiandrei or
ladruminromania)
2. Taraluiandrei – covers CSR topics & TLA related posts
3. LaDruminRomania – covers clients, drivers, on the road news (CNADNR updates,
weather information, Petrom products & services updates, shop & retail offers)
3. YouTube:
1. Petrom Romania
2. TaraluiAndrei
4. LinkedIn
1. Petrom Group (over 200 employees joined) & 5-10 discussions running
7 Petrom Social Media

8. 8 Petrom Social Media

9. Rediscover Romania 2010: Main Results
Teams of 6 influencers in online lead by Bobby Voicu,
guided by online interactions with people travelled:
-more than 6,000 km
- unveiling more than 100 touristic, artistic or simply beautiful
places
- in & around 70 cities
All experiences were live shared on social media accounts:
-more than 5,000 photos
-over 6,000 twitter updates on more than 30 separate accounts
- more than 100 blog posts
The map (incl. all Petrom & OMV filling stations):
-more than 50,000 unique visitors (people mapping more than 600
new destinations)
- on iPhone – over 6,000 downloads
No 1 hashtag in Romania for the entire period of the campaign
Exposure of more than 200,000 people!
9 Petrom Social Media

10. Rediscover Romania 2011: 1st trip
20 participants
130 bog posts
1,300 tweets #dinRomania
2,500 kilometers
40 touristic places covered
5,000 photos
www.redescoperaromania.ro
10 Petrom Social Media

11. Where you can find us
www.facebook.com/petromro
www.facebook.com/taraluiandrei
www.twitter.com/petromro
www.twitter.com/taraluiandrei
www.twitter.com/ladruminromania
www.youtube.com/petromromania
www.taraluiandrei.ro
www.redescoperaromania.ro
www.petrom.com
www.omv.ro
Thank you!
11 Petrom Social Media