Social Media has changed the game and it’s no longer a question of if, but when for the energy industry. You can follow me at @dnongbri for commentary on social and the energy industry, but these talented panelists have a discussion ready for you today: Jaymie Massey shared experiences in managing a global Facebook presence for a multinational oil services firm. Jen Pearsall provided a POV on getting started on Twitter. Joel Tarver recounted his experiences with leveraging PINTEREST for oil and gas. Yes, Pinterest for the energy industry - what has the world come to? Nelson Rodriquez discussed how LinkedIn helped his firm get smarter about marketing.

1. Global Social Channels
@EDS_Houston
Moderated by Deven Nongbri,
VP, Digital, Edelman
Houston, TX
@dnongbri
#EDSHouston
@EDS_Houston

2. Managing Facebook
Preventing a Social Media Crisis
@JustJaymie

3. Facebook is not dead
Energy companies are using Facebook today for:
• Recruitment
• Employee engagement
• Executive communications
• Community engagement
• Marketing/brand awareness
• Increased SEO (visibility on the Web)
• Crisis Communications
@JustJaymie

4. Don’t create your own crisis
@JustJaymie

5. @JustJaymie

6. Anyone could be “that person”
“When posting on social media, people often fail to acknowledge the
tiny but very important difference between the things you think inside
your head and the things you think and then say and then share with
millions of other people, which happens outside your head.” – British
journalist Emily Jupp about the incident
“A new, over-enthusiastic member of our support team made an
honest but misguided mistake and clearly stepped over the
line.“ – Luton Airport spokesperson
@JustJaymie

7. Be proactive
1. Do you use a social media management tool?
2. Audit Facebook & secure your sites
3. Implement workflows
4. Never post directly to your pages
5. Train your people
@JustJaymie

8. Common management tool
features
• Workflows
• Permissions
• Timed posts
• Assign posts
• Targeted posts
• Roles
• Monitoring
• Metrics/analytics
• Manage multiple users
@JustJaymie

9. It could happen to you
• Without processes/tools you are at risk during a crisis
• Without processes/tools you could create your own
crisis
• Secure your accounts & eliminate clutter (delete
Facebook pages you don’t use)
@JustJaymie

10. Twitter 101 for Energy:
What it is, why it matters,
and how to get started with it
@JenPearsall

11. What is Twitter? And how can it
help my business?
Twitter is a social media platform made up of 140
character microblogs, or tweets. So why do you need
it?
Connect with
customers,
media and
influencers
Get and share
news
Understand
what people
are saying
about you and
the industry
Humanize
your brand!
@JenPearsall

12. For those of you not familiar…
@JenPearsall

13. So How is Relevant for ME?
1. GET INFORMED. National, international and industry
news doesn’t break in the newspaper, on TV or even
on news webpages. It breaks on Twitter.
2. CONNECT. Connect and engage in conversations with
like-minded individuals – think media, industry
influencers, possible customers, etc.
3. LISTEN. What are people saying about you? What
are they saying and thinking about your competitors?
What is happening in the industry that you need be
aware of? How can you insert your voice into the
conversations already happening?
@JenPearsall

14. Five Quick Ways to Get Started
1. Understand who you are.
2. Start a feed. To use Twitter, you have to have a
Twitter account. 
3. Get a quick Twitter usage education. Visit
http://bit.ly/EDSTwitter101
4. Connect with the right accounts.
5. Engage. Don’t sit on the sidelines – engage!
@JenPearsall

15. PINTEREST & INSTAGRAM
COMMERCIAL VS ARTISTIC
Joel Tarver
Senior Manager Digital Marketing
Baker Hughes
@joeltarver

16. 16
Bruce Hillegeist,
President of Greater Tomball Area Chamber of Commerce
@joeltarver

17. Gretchen Fagan
Mayor of Tomball
@joeltarver

18. 18
@joeltarver

19. @joeltarver

20. @joeltarver

21. @joeltarver

22. 22@joeltarver

23. BHI Company Confidential - Not for Distribution
@joeltarver

24. BHI Company Confidential - Not for Distribution
@joeltarver

25. 25
BHI Company Confidential - Not for Distribution© 2013 Baker Hughes Incorporated. All Rights Reserved.
Patent Pending. Copyright 2014 Baker Hughes All rights reserved.
@joeltarver

26. 26@joeltarver

27. Learning from
LinkedIn
@NelsonRodriguez

28. Why do people use it?
What does it do well?
Assessing a Channel
@NelsonRodriguez

29. Goal: Acquire new contacts within existing clients
Method: LinkedIn display ads and InMails (CPM based)
Message: Your colleagues rely on us for great talent, you should too. (DR)
Targeting:
• Company names (top 40 companies)
• Job titles + seniority (hiring managers and up)
• Location (US, FR, UK, NL)
Lead Acquisition
Campaign
@NelsonRodriguez

30. Results:
• 1 lead
• Cost per lead was 100X higher than goal
Lead Acquisition
Campaign
@NelsonRodriguez

31. Lead Acquisition
Campaign
@NelsonRodriguez

32. Goal: Generate sign ups for our free online courses
Method: LinkedIn display ads (CPM based)
Message: The skills gap is real, and we can help. (Content)
Targeting:
• Relevant active professional groups
Gymnasium Campaign
@NelsonRodriguez

33. Results
• Hundreds of leads
• Our CPL is 30% lower than our average CPL from paid media.
Gymnasium Campaign
@NelsonRodriguez

34. Gymnasium Campaign
@NelsonRodriguez

35. Goal: Micro-conversion (newsletter sign-ups, blog subscribers)
Method: LinkedIn Sponsored Updates (CPC based)
Message: Hiring is painful, but doesn’t have to be. (Content)
Targeting:
• Company names (top 40 companies)
• Job titles + seniority (hiring managers and up)
• Location (US, FR, UK, NL)
• Relevant active professional groups
Next: Content Campaign
@NelsonRodriguez

36. Assessing a Channel
Why do people use it?
What does it do well?
@NelsonRodriguez

37. Why do people use LinkedIn?
• Researching a job/candidate
• Researching a client/sales person
• Spying on people
• Career Advancement
What does it do well?
• Highly targeted by industry, employer, interest
• Industry-related content
Assessing a Channel
@NelsonRodriguez

38. Questions
Tweet questions to @dnongbri with #EDSHouston
#EDSHouston
@EDS_Houston
@EDS_Houston