The presentation was written by Kristy Bonner with Foster Web Marketing, a full service Marketing Communications Firm based in Houston, Texas and Louisiana. She presented at the inaugural Energy Digital Summit in 2014, on the subjects of communications for the oil & gas industry.

1. Digital
Communica.ons
&
Best
Prac+ces
for
Posi%oning
Kristy
Bonner
Vice
President
of
Digital
Services,
Foster
Marke+ng
A
Full-­‐service
Marke%ng
Communica%ons
Firm
Serving
the
Energy
Industry
Worldwide

2. Does
this
Ma7er
in
Digital?
Where
your
services/products
stand
in
rela+on
to
others
offering
similar
service/
products
in
the
marketplace
and
in
the
mind
of
the
buyer.
—
Posi%oning:
The
BaCle
for
Your
Mind
by
Al
Ries
&
Jack
Trout

3. Is
Posi.oning
Important?

4. All
Posi.oning
is
Digital
Posi.oning.
1. Be
Visible.
2. Generate
Awareness.
3. Engage
Your
Audience.
4. Build
Trust/Rela+onships.
5. Develop
Leads.

5. Consider
What
You
Know:
STP
Segmenta.on
•
Profile
market
segments
•
Iden+fy
poten+al
Targe.ng
•
Create
a
targe+ng
strategy
•
Incorporate
market
segments
into
plan
Posi.oning
•
Posi+on
services/products
in
the
mind
of
the
buyers
•
Apply
appropriate
tac+cs
to
communicate
to
an
audience

6. How
Does
This
Help
Me?
I’m
in
Oil
&
Gas
…

7. Set
Your
Sights
Iden+fy
a
Clear
Objec+ve.
• Back
to
Marke+ng
Basics.
• Work
the
Plan.
• Iden+fy
What
Success
Looks
Like.

8. Personas
Get
to
Know
Your
Audience
…
&
Be
Specific.
• Get
Involved
…
&
Listen.
• Ask
Bob.
• Watch
&
Learn.

9. Mirroring
Be
Really
Relevant.
• Follow
Bob.
• Check
Them
Out
Online.
• Email
Anyone?

10. Framing
How
You
Say
It
Ma_ers.
• Verbs
Rule.
• Tell
Them
What
You
Want
Them
to
Do.
• Focus
on
Your
Target.

11. Test!
Know
What
Works.
• A/B
Answers?
• Go
with
What
Works.
• Be
Ready
to
React.

12. Best
Prac-ces
for
Digital
Posi.oning.
ü All
Posi+oning
is
Digital
Posi+oning.
ü Be
Strategic.
ü Iden+fy
a
Clear
Objec+ve.
ü Know
Your
Audience
&
Be
Specific.
ü Be
Really
Relevant.
ü How
You
Say
It
Ma_ers.
ü Know
What
Works.

13. Thank
You!
Connect
with
me
at:
Email:
kbonner@fostermarke+ng.com
Web:
FosterMarke+ng.com
LinkedIn:
/in/kristybonner
Twi7er:
@FosterMarke+ng
@KristyBonner
Facebook:
/FosterMarke+ng
/kristy.bonner