This document analyzes the social media strategies of the top 10 energy companies. It finds that Shell has the largest Facebook audience at 66% of the total. On average, energy companies post less than once per day but achieve high engagement. Petrobras achieves the best engagement rates across most social networks. Twitter is used mainly for corporate information, while YouTube is favored for sponsorship and corporate videos. The document concludes some energy companies could improve by having profiles on more networks like Slideshare and avoiding missing large audiences like ExxonMobil does on Facebook.

1. PRESENTACIÓN JULIO 2014
Special Report
Top 10 Energy Companies
on Social Media
October 2014

2. 2
Target
The purpose of this report is to compare the global
social media profiles of the 10 most successful
Energy Companies.
The report aims to analyse and identify their
strategies and actions regarding social media.
2

3. 3
Analysed Energy Companies
3

4. 4
Top 10 Energy Industry's KPIs - October 2014
Industry's
Unique
Audience:
8,098,8228,098,822
Average # of
Posts:
1818
Average
Engagement
Rate (ER) per
Post:
467467
Industry's
Unique
Audience:
647,107647,107
Average # of
Posts:
6060
Average
Engagement
Rate (ER) per
Post:
1111
Industry's
Unique
Audience:
77,01877,018
Average # of
Posts:
1010
Average
Engagement
Rate (ER) per
Post:
17,50117,501
4

5. 5
Top 10 Energy Companies - Benchmark:
Source Alianzo Analytics
5

6. 6
Facebook is the most important social network for
Energy Marketers
6
●
ExxonMobil does not have a global profile.
AUDIENCE
●
This industry brings together 8 million potential buyers (among the top 10 companies). MARVELOUS!
●
Shell gathers 66% of the audience, marking a big gap with respect to the other leading companies. MORE THAN A HALF OF
THE AUDIENCE!
●
EDF, GDF Suez and Duke Energy are the profiles that present the highest rate of women among their fans (almost 50%).
TAKE CARE OF THEM!
CONTENT
●
Energy Companies are very active in generating content on their profiles, with an average of 18 posts/month.
LESS THAN ONE PER DAY!
●
Chevron stands out as the most active company, 2.2 times higher than the industry average.
●
These companies publish specific content about: the corporation, production, enviromental care, energy tips
and sponsorship. INTERESTING, RIGHT?
ENGAGEMENT
●
The average industry engagement is 9,967 interactions per month, meaning the number of interactions
the users make per month.
●
Petrobras achieves the best engagement per month (53,068 interactions/month). This engagement is 5.3 times higher
than the industry's average engagement rate. WONDERFUL!

7. 7
7
●
The main countries for the two leading brands (Shell and Petrobras) are Brazil and the United States.
Peru and India also stand out.
●
The average fan is an American male.
●
These two companies published specific content about: corporate news, F1 and features of their works.
Brazil and the United States are the countries where the main
audience is

8. 8
8
Videos and links achieve the best engagement results
1. Petrobras (119,201 interactions)
3. Chevron (1,411 interactions)
4. Duke Energy
(415 interactions)
2. Shell
(5,400 interactions)

9. 9
AUDIENCE
The Best Facebook Energy Companies – October 2014
ENGAGEMENT
INTERACTIONS /
MONTH
INTERACTIONS /
CONTENT
9
CONTENT

10. 10
Top 10 Energy Companies - Benchmark:
Source Alianzo Analytics
10

11. 11
Energy Companies use Twitter as their corporate network. It
is used to give corporate information
11
AUDIENCE
●
647,107 is the unique audience that the Energy Industry reaches with the top 10 Energy Companies.
●
Shell and Chevron bring together 69% of the audience, marking a distance with other leading companies.
THEY HAVE THE POWER!
CONTENT
●
All the companies post everyday an average of 2 tweets.
●
Chevron is the most active company with 7 tweets per day. TRIPLES THE AVERAGE RATE!
●
In general, the companies talk about their corporate information, production and enviromental innovation.
ENGAGEMENT
●
The average engagement content is 647,107 interactions/month. This data indicates the number
of interactions done by users per month.
●
In this case, having the highest engagement rate per month (Shell) is related to popularity, being the most
popular company.
●
Chevron has the best engagement/month, and also is the most active one on Twitter.
WELL DONE CHEVRON!

12. 12
The most used type of content are Photos of
people working
12
1. Petrobras (402 interactions)
3. Chevron ( 61 interactions)
4. ExxonMobile
(55 interactions)
2. Shell
(73 interactions)

13. 13
AUDIENCE
13
ENGAGEMENT
INTERACTION /
MONTH
INTERACTION /
CONTENT
Best Twitter Energy Companies – October 2014
CONTENT

14. 14
Top 10 Energy Companies - Benchmark:
Source Alianzo Analytics
14

15. 15
Youtube is the online TV for Energy Companies
AUDIENCE
●
The unique audience reached by the top 10 Energy Companies is 77,018 unique users.
●
Shell is the brand that has the biggest audience, the 30,38% (23,401 subscribers) of the total unique users.
SHELL IS THE LEADER! GOOD NEWS FOR THEM!
CONTENT
●
The total content generated per month on YouTube is almost 10 videos.
●
There are companies like Enel, that upload almost a video per day. They published 24 videos.
FANTASTIC JOB ENEL!
●
Enel video contents are about: spots, X Factor (TV Show of singers), events and 'Efficientology'.
DIFFERENT TOPICS!
ENGAGEMENT
●
The average engagement content is 77,018 interactions per month, which means the number of interactions
done by users per month.
●
Petrobras gets 9.6 times higher engagement per month than the industry average. AWESOME!
●
Petrobras talks about spots, tutorials of how to use a product and F1.
15

16. 16
Corporate and sponsorship are the most viewed type of videos
16
1. Petrobras (863,466 views) 2. Shell (17,348 views)
3. GDF Suez (629 views) 4. Enel (570 views)

17. 17
AUDIENCE
17
ENGAGEMENT
INTERACTION /
MONTH
INTERACTION /
CONTENT
The Best Youtube Energy Companies – October 2014
CONTENT

18. 18
●
Facebook is the most important social network for the Energy Industry with 8 million unique users.
●
Shell owns the 66% of the total audience but does not achieve the best engagement (Petrobras).
●
Although brands generate less than one content per day, the average engagement is high (9,967 interactions/month).
●
These companies publish specific content about: corporate news, enviromental care, production, energy tips and
sponsorship activities.
●
Energy Companies use Twitter as their corporate information network with an audience of 647,107 unique users.
●
Shell and Chevron bring together 66% of the total unique audience.
●
Companies publish an average of 2 tweets per day.
●
Shell achieved the best engagement with its content. Talking about corporate news, production and innovation.
●
Youtube is the online TV for the Energy Companies.
●
Shell is the Energy Company that gets the highest audience (33%).
●
Enel is the one that uploads more videos (24). Nevertheless, it is not the one company achieving the highest engagement
with its content.
●
Corporate and sponsorship related videos are the ones getting the highest engagement.
18
Conclusions

19. 19
There are differences between the content strategy of
Electric and Oil companies.
Slideshare becomes vey important for Energy Companies.
Shell, Chevron, Petrobras, Iberdrola and Enel use it.
It helps them to show financial results and other corporate
information to their stakeholders.
Shell tries to show innovation through photographs on
Instagram.
Energy companies use hashtags related to energy.
Petrobras has the best profile on Google Plus with more
than 700,000 followers.
19
BAD PRACTICES
ExxonMobil does not have a global profile on Facebook.
Remember that Facebook has 8 million unique users!
Using a corporate blog is not an extensive practice
among this kind of companies.
50% of the companies have a profile on Slideshare, why the
other companies do not?
GOOD PRACTICES

20. 20
METHODOLOGY
Analysed Period: From 10/11/2014 to 11/11/2014 (1 month)
Criteria
The brand profiles choosed for the analysis, have been those that have a global appearance (meaning that they do
not refer to a specific country) and use English as their main language.
Sources
-http://www.statista.com/statistics/263424/the-largest-energy-utility-companies-worldwide-based-on-market-value/
-http://www.mbaskool.com/fun-corner/top-brand-lists/7571-top-10-oil-and-gas-companies-of-the-world-2013.html?
start=9
- www.alianzo.com
'Alianzo Rank'
'Alianzo Analytics'
20
12 Social Networks all in one tool

21. 21
Thank you
very much
info@alianzo.com
www.alianzo.com