"Marketing in the Oilfield" was presented at Gulf Publishing's 2010 energy marketing event. If you'd like a soft-copy please contact me via Twitter, LinkedIn for Facebook. Thank you! Steve Latham http://twitter.com/stevelatham http://facebook.com/slatham http://linkedin.com/in/stevelatham

1. Roadmap for Success in 2010: !
Interactive Strategy for Energy Marketers
August 2010
Steve Latham!
@stevelatham
steve@spurinteractive.com
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2. Takeaways from MITO 2009
1. Online is a Must
2. Start with a Foundation
- Research, business case, strategy, metrics
3. Build on top of it
- Site usability
- Branding
- Communications
- Interaction (engagement)
- Integration
4. Business Case for Social Media
5. Pitfalls of Social Media (and how to avoid them)
6. Best (and Worst) Practices
View Online at http://bit.ly/MITO2009
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3. New Challenges for 2010
Shift in focus: responding vs. brand-building
Budgets are (still) tight
Information Overload (how to sift and prioritize?)
Work overload (too busy to plan?)
Measuring ROI
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4. What We’ll Cover Today
Creating Demand for Your Brand
How to think about paid, earned and
owned media
Measuring results and calculating ROI
Best (and Worst) Practices
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5. Creating Demand for Your Brand
You can’t win by harvesting demand… You must create it.
To win customers, they must know:
 Who you are
 How you are uniquely positioned
 Why they should choose you
Success requires passage through the conversion funnel
Awareness
Interest
(Consideration / Preference)
Decision
$$$
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6. Creating Demand for Your Brand
Demand is best created by utilizing…
Owned Earned Media
Paid Media
Media
Rules of thumb:
 Display and 3 party email are best for creating awareness
rd
 Search works best for capitalizing on awareness
 Social media does both, but reach may be a challenge
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7. The Solution (?)
There is no silver bullet
Success requires an integrated approach
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Attribution and ROI Measurement
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8. How Most View Online Media Mix*
Search Display E-Mail Social Mobile
Paid + Rich, Flash, House & 3rd Networks, Blogs, SMS, Sites,
Natural Video, .Gif Ads Party email Photos, Videos Apps, Ads
Leads
Prospects
Sales
$$$
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9. How We Should View Online Media
Awareness
Interest
(Consideration /
Preference)
Decision
$$$
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10. Roles of Online Media
Search Display E-Mail Social
CPC CPM/CPC/CPA CPM/CPA
???
Stage
Search
Display
Email
Social
Awareness
Broad terms
Targeted ads
3rd party Follow
sends
Interest
Narrow terms
Targeted ads
Direct sends
Like, Mention
Decision
Branded Retargeted Targeted Recs,
terms
ads
offers
Reviews
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11. Measuring Results
 Direct KPIs
 Attributable results
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12. Direct KPIs
Basic Metrics
Engagement metrics
 Impressions
 Pages viewed per visit
 Clicks
 Time on site
 Visits
 Goal Pages
 Page views
 Registrations
 Transactions
Social Media Metrics
 Follows / Fans
 Likes / Comments
 Mentions
 Viewing content
 Sharing / Posting
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13. Attributing Credit: The New Imperative
 Decision cycles are not linear
 Users often make multiple before taking action
 Most “conversions” take place after multiple touches, e.g.:
• 5-7 impressions precede a visit
• 2-3 visits precede an action
 Credit usually attributed to last click
 Design limitation of analytics platforms
 Rewards Search
 Punishes Display, Email and Social
 The Goal:
 Understand which touch points precede each action
 Assign value to those touch points (“Attribution Analysis”)
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14. Sample Engagement Path
What we can measure via ad server and site analytics:
Impression Impression Impression Impression Visit Visit Visit / Action
Display Display E-Mail Display Paid Organic Direct Nav
Vendor #1 Vendor #2 3rd party Vendor #3 Search Search
Category term Brand / Geo
Day: 0
15
30
The “direct” lead was preceded by numerous ads
- Without this insight, you may kill a smart media buy
The next BIG thing: incorporating Social engagement
- Coming soon!
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15. Attributing Credit: Paid Media
Step 1 - Recast Actions* by Source (*actions = visit, conversion etc.)
 Quantify the number of touches that preceded each action
 Assign value to each touch point (e.g. 7 impressions = 1 click)
 Recast the number of touches and assign credit proportionally
 See a more accurate picture of Display’s impact on results
Lift: 300+%
Attribution and ROI Measurement
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16. Attributing Credit: Paid Media (cont.)
Step 2 – Based on Recast Actions, calculate revised Cost Per
Action for each Source
Drop: 70%+
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Attribution and ROI Measurement
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17. 4. Translate Results Into Value
To measure ROI, you first have to calculate the value
Determine how Actions  Intent (offline purchase)
Action
Value
Site Visits
Indicates awareness
Goal Page Views
Indicates consideration
Long Visits
Indicates consideration
Conversions
Indicates preference
Forecast how Intent  $$$
 Some % of those who show Intent will buy
 Do the math and apply across each set of actions
 Use common sense to normalize results
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18. Calculating ROI
AWARENESS
(Visits)
CONSIDERATION
(Long Visits, Goal
page views)
PREFERENCE
(Register)
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19. Worst & Best Practices in Energy Marketing
Worst Practices
Best Practices
One-off efforts
Strategic Plan
Hunting
Fishing
Shouting
Listening and Interacting
Limited Reach
Building Networks
Engaging like a marketer
Becoming part of community
Silo approach
Integrated program
Last-click analysis
Attribution analysis
Unrealistic Expectations
Under-promise, Over-deliver
Empire building
Outsource to experts
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20. Thank You!
View this presentation online at http://bit.ly/MITO2010
Let’s stay in touch!
 Facebook.com/slatham
 Twitter @spurinteractive
 LinkedIn.com/in/stevelatham
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21. About the Presenter
Steve Latham is the founder and CEO of Spur Interactive, a
strategic interactive marketing agency. In this role, Steve has
planned and managed successful campaigns for leading
brands, including ConocoPhillips, FedEx Kinko's, Continental
Airlines and The Scooter Store, to name a few.
Steve is an accomplished industry lecturer and an active
member of the business and non-profit community. Steve’s
articles on interactive strategies have been published by
MediaPost, iMedia Connection and Marketing News. He has
been quoted in PR Week, Fortune and CNN.com.
Steve received an MBA from Harvard Business School and a
BBA from the University of Oklahoma.
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