BP is implementing a social CRM strategy through a blog, social media presence, and community events to repair its reputation after past issues. The strategy includes posting content aligned with BP's values of progression, responsibility, innovation and performance. BP will engage with customers on Facebook, Twitter, Foursquare and through mobile apps. It will also sponsor cleanups, campus teams and experience centers to build community awareness in a positive way. The goal is collaborative conversations to provide mutual value through trusted transparency.

1. Social CRM at
•BP is attempting to show themselves in a more positive
light without having to continually apologize for “past
events”.
•With a successful implementation of a “Social CRM
Strategy”, BP can repair their reputation and relationships
with consumers and the communities they do business in.

2. Social Stack
 Identity
 “BP is one of the world's leading international oil and gas
companies, providing its customers with fuel for
transportation, energy for heat and light, retail services
and petrochemicals products for everyday items.”

3. Social Stack Continued…
 Values
 Progression – “We believe in the principle of mutual advantage and
build productive relationships with each other, our partners and our
customers.”
 Responsibility – “We are committed to the safety and development
of our people and the communities and societies in which we
operate. We aim for no accidents, no harm to people and no damage
to the environment.”
 Innovation – “We push boundaries today and create tomorrow´s
breakthroughs through our people and technology.”
 Performance Driven – “We deliver on our promises through
continuous improvement and safe, reliable operations.”

4. Social Stack Continued…
 Objects
 BP will start a blog (content marketing) and provide content based off each of these values.
 Progression - Posts will highlight/educate people on how to build productive relationships with their peers, business
partners, and customers. A how-to guide for all people and business owners.
 Responsibility - Posts will educate people how they can recycle and reuse, tips to make
households, cars, businesses more environmentally sound (and save money in the long run), tips how to clean
up chemical spills at home and in the office, proper disposal and recycling of various items, chemicals, etc.
 Innovation - Posts will highlight new and upcoming products/services/advances in technology that can benefit
the average consumer and business owner.
 Performance Driven - Posts will educate people on improvement of self, businesses, etc.
 There will be 2-5 posts per week with encouragement/call-to-action in each to entice engagement, will
include photo/video. These will be posted to BP’s Twitter and Facebook.
 Each post will have a “share” button so people can easily share the posts on the social network of their
choice.
 Those who comment will be able to sign into the blogroll via FB or by providing a name and email.

5. Social Media Tools
 Facebook & Twitter
 BP will regularly post to these outlets and actively “listen” the
way Comcast does.
 They will post and re-tweet related articles/news/events in
their industry with a question or comment to encourage
engagement.
 They will have a weekly plan so that their audience has
something to expect/look forward to each day of the week.

6. Social Media Tools Continued…
 Monday Monkeyboard - A joke or riddle to ask the audience. Anyone who answers
correctly should get a small prize (gas coupon, etc.) (a monkeyboard is actually a
platform about midway up an oil derrick where the derrick man works and racks
pipe).
 Tuesday Tip of the Week: A quick tip to make a specific item more sustainable or
environmentally friendly, or something relating to recycling.
 Wednesday Wonders: Ask the audience a question that only requires a one, two, or
three word answer. This can be about almost anything - could relate to
holiday, season, pop-culture, newsworthy event, environment, etc. Ex: (if there was
an expected big storm) “When you stock up on bottled water for the storm, do you
look for a specific brand? Which one?”
 Continue with days of the week....
 These types of plans tend to encourage engagement, build
community, and increase brand likability.

7. Social Media Tools Continued…
 Foursquare & Facebook Places
 Reward customers for checking into BP stations based on
amount of check-ins with discounts, free gas, etc. Require
sharing on twitter with specific hashtag (i.e. #bpstation).
 Webinars & Twitter Chats
 Based on various topics, perhaps relating to blogs posted that
week or whatever the audience wants to talk about.
 Could crowdsource using Facebook questions for topics.
#BPchat
WEEKLY TWITTER DISCUSSIONS ON BP’s LASTEST BLOG
POST

8. Building Awareness and Community
 Coastal Cleanups Sponsored by BP
 Fun and engaging with a sand castle contest
 Would utilize social networks for voting
 College Campus Street Teams
 Street teams used to promote environmental sustainability
through BP-sponsored events
 Rewards for College Students
 Gas cards for students who receive good grades

9. Experience Economy
BP Experience Rest Stops
“Connecting the World, One Experience at a Time”
 Expand/Build experience rest stops at major rest stops.
 Emphasize uniqueness- “The rest stop you don’t mind stopping at.”
 An indoor garden/relaxation area where people can get a coffee/drink/snack/etc.
and either stretch their legs, relax on comfy furniture or massage chairs, do some
work on their laptop (FREE wifi), or explore the educational “jungle”.
 There will also be a fun photo booth in the “jungle” where people can
automatically upload their photos to their Facebook or other social networks.
 As part of the “Jungle” there will be a digital map, showing the location and
tracking of other people within the rest stop.
 All rest stops will be connected via video connection (at a particular spot within
the jungle - so you can choose whether to be part of the feed or not), rest stoppers
can chat with other people wherever there are rest stops throughout the world.

10. Mobility
 Mobile Apps
 An app that locates BP stations.
 Would also allow people to find other “Street Teams” and allow
them to connect for community clean ups.
 Location/Photo/Tweet Campaign (Once every 3-4 months)
 Where is the BP prize truck?
 The trucks will be environmentally sound - run on vegetable
oil, solar power, or something creative and innovative
 INNOVATION is a BP value!

11. Mobility Continued…
 Trucks will be in locations all over the United States
 Each specific “Prize truck” will tweet their exact location
 Prize trucks will go to different spots around major cities
(larger and small - don’t want to leave out Portland, ME) for 1
week, tweeting their various locations.
 Trucks will stay in said spots for an allotted amount of time
(1/2 hour) where they will have a “street team” handing out BP
branded swag such as t-shirts, Frisbees, mini gas cards, etc.

12. Mobility Continued…
 Contestants must take a photo of truck and mobile upload
tweet with exact location with contest hashtag
 Each city will have unique tag (i.e. -#BPprizetruckNY)
 Contestants must do so in order to be entered into the contest
 The more times they see and photograph the truck - the more
times they are entered into the drawing (one photo per location
of same truck).
 BP will choose one winner from each city at random to win
something cool
 i.e.- 6 months or 1 year worth of free BP gas, snowboard, iPad, etc.
 Winners able to choose from a number of prizes
 BP to partner with companies for other prizes that they cannot
offer themselves. A joint advertising campaign, if you will.

13. Mobility Continued…
 QR Code Scavenger Hunt
 Once a year - set up hunt in a different city each time
 Set up similar to a road race, bar crawl, etc.
 Contestants must register
 Registration fee goes toward an environmental charity and a BP-sponsored tee to be worn
during the hunt, and grab bag to be picked up at first location.
 Tweet out first QR Code with a hint of first location
 Have a few first locations so people are not all going to one place - the number of their
location can be given at the time of online registration).
 After this original tweet, contestants will be DISCOURAGED to Tweet/Facebook post
their location in order for other locations to remain “secret” to other players (unless
they really want to help out their competitors).
 BP will be behind the scenes constantly engaging the contestants via twitter, and actively
“listening” to offer additional hints when asked.

14. Mobility Continued…
 Each QR code will provide a hint to next location.
 Have 20-25 codes total if located in small, easy-to-navigate cities. Less if
in large, more travel time needed cities. If these codes are placed in a
business, partner with business to offer contestants deals:
Bar/restaurant - drink specials. Any kind of retail store - discounted
prices.
 Grand prize will be a lifetime worth of free gas (or BP product of
choice)!

15. Social CRM’s Positive Impact
Paul Greenberg’s definition: “engage the customer in a collaborative
conversation in order to provide mutually beneficial value in a
trusted and transparent business environment.”
The initiatives planned “give the keys” to the customer after a realization
of the power of social CRM. The CSR, mobility and experience concepts
will positively change the way customers view BP, and a TBL mindset
will benefit the firm economically, socially, and environmentally: