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Social Media and the Energy Industry May 2012

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DEER digital
DEER digital

This presentation come from DEER digital's May Breakfast Briefing on Social Media and the Energy Industry. Sparked by the vast contrast between BP’s management of the Deepwater Horizon Oil Spill and the Total Elgin Gas Leak, it is clear that the public demands communication on these channels. In this presentation we examine to what degree the energy industry has embraced social media, with key learnings for the future.

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Guiding principles Social Media and the Energy industry Copyright Deer Digital Ltd. 2012
2012 It’s nothing new... Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Social media amplifies traditional word of mouth. Copyright Deer Digital Ltd. 2012
2012 Ignoring social can cause a more serious threat. Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Oil and energy firms are the most technologically innovative businesses in the world, but are they embracing social? Copyright Deer Digital Ltd. 2012
Guiding principles Stakeholder behaviour is changing. Copyright Deer Digital Ltd. 2012
2012 Where do buyers get information? Copyright Deer Digital Ltd. 2012
2012 Supplier websites 68% Web searches 65% Industry press (print) 45% Supplier emails 40% Word of mouth 33% Direct mail 31% Press advertising 27% Online events/webinars 21% Offline events/seminars 18% Traditional online 88% Facebook 15% Blogs 12% Any offline 74% Twitter 10% New online/social Other Social Media 10% media 40% 0 17.5 35 52.5 70 4 in 10 decision makers are incorporate new online/ social media tools into the decision making process. Copyright Deer Digital Ltd. 2012 Source: Buyersphere Report 2011
2012 B2B stakeholders want information that is easy to get to, can be easily transferred within their organisation, and is relevant to their needs. Copyright Deer Digital Ltd. 2012
Guiding principles Analysing the top 10. Copyright Deer Digital Ltd. 2012
2012 1 2 3 4 5 6 7 8 9 10 Copyright Deer Digital Ltd. 2012
2012 Which social networks are the most utilised amongst the top 10? Copyright Deer Digital Ltd. 2012
2012 50% 60% 80% 90% 100% Platform adoption Copyright Deer Digital Ltd. 2012
2012 Are energy companies blogging? Copyright Deer Digital Ltd. 2012
2012 Only 1 out of 10 has a company blog No 90% 10% Yes Copyright Deer Digital Ltd. 2012
2012 Integrating existing web activity with social. Copyright Deer Digital Ltd. 2012
2012 ✘ Don’t! ✓ Integrated campaign ✓ Using Facebook ‘actions’ Copyright Deer Digital Ltd. 2012
2012 LinkedIn most popular platform for energy businesses. Copyright Deer Digital Ltd. 2012
2012 All 10 have company profiles on LinkedIn. Copyright Deer Digital Ltd. 2012
2012 No careers tab Limited 80% 20% careers tab Full careers tab Missed Opportunity: Missed Opportunity: Only 2 companies utilising Recruitment Products and Services tabs Copyright Deer Digital Ltd. 2012
2012 ✓ Utilising all tabs ✓ Testing new ad format ✓ Consistent branding ✓ Posting jobs ✓ Making it easy to get in contact Copyright Deer Digital Ltd. 2012
2012 ✓ Detailing products/services ✓ Using groups to reach specific audiences Copyright Deer Digital Ltd. 2012
2012 How are the top 10 using Facebook? Copyright Deer Digital Ltd. 2012
2012 200000 11250 150000 7500 100000 3750 50000 0 0 No. of Fans No. of fans ‘Talking about’ Half of the top 10 have active Engagement varies vastly with Facebook profiles Maersk above the rest Copyright Deer Digital Ltd. 2012
2012 What’s working on Facebook? Copyright Deer Digital Ltd. 2012
2012 ✓ Utilising custom apps panel ✓ Using ‘timeline’ to tell the Shell story ✓ Lots of photos Copyright Deer Digital Ltd. 2012
2012 ✓ Content tailored to different target groups ✓ Integrated with other social channels ✓ Engaging content - multimedia and poll Copyright Deer Digital Ltd. 2012
2012 Lack of strategy on Twitter. Copyright Deer Digital Ltd. 2012
2012 Not active 10% Limited profiles Active profiles 60% 30% Copyright Deer Digital Ltd. 2012
2012 Common mistakes on Twitter. Copyright Deer Digital Ltd. 2012
2012 ✘ Linking to press releases ✘ Lack of multimedia ✘ Infrequent posts ✘ No direct conversation (@) Copyright Deer Digital Ltd. 2012
2012 Shell tests new ad format. Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Engaging work on YouTube. Copyright Deer Digital Ltd. 2012
2012 ✓ Consistent branding ✓ Commenting enabled ✓ Content tailored to different target audiences Copyright Deer Digital Ltd. 2012
2012 Brand protection on Google+. Copyright Deer Digital Ltd. 2012
2012 Placeholder profiles Just 2 out of 10 sharing Lack of integration Copyright Deer Digital Ltd. 2012
Guiding principles Maersk make social work. Copyright Deer Digital Ltd. 2012
2012 ✓ Social links on every page Copyright Deer Digital Ltd. 2012
2012 ✓ Social links ✓ Audience need driven content Copyright Deer Digital Ltd. 2012
2012 AIM: Get closer to our customers Copyright Deer Digital Ltd. 2012
2012 ✓ Integrated activity Copyright Deer Digital Ltd. 2012
2012 275,022 Vs 260,687 Fans Copyright Deer Digital Ltd. 2012
Guiding principles What do energy companies need to do? Copyright Deer Digital Ltd. 2012
2012 1. Devise a social media strategy. Copyright Deer Digital Ltd. 2012
2012 2. Integrate with other comms channels. Copyright Deer Digital Ltd. 2012
2012 3. Monitor digital developments. Copyright Deer Digital Ltd. 2012
2012 4. Measure and improve. Copyright Deer Digital Ltd. 2012
2012 5. Rinse and repeat. Copyright Deer Digital Ltd. 2012
Guiding principles Let’s discuss! www.deerdigital.com t: @DeerDigital Copyright Deer Digital Ltd. 2012 f: facebook.com/DeerDigital

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Social Media and the Energy Industry May 2012

  • 1. Guiding principles Social Media and the Energy industry Copyright Deer Digital Ltd. 2012
  • 2. 2012 It’s nothing new... Copyright Deer Digital Ltd. 2012
  • 5. 2012 Social media amplifies traditional word of mouth. Copyright Deer Digital Ltd. 2012
  • 6. 2012 Ignoring social can cause a more serious threat. Copyright Deer Digital Ltd. 2012
  • 11. 2012 Oil and energy firms are the most technologically innovative businesses in the world, but are they embracing social? Copyright Deer Digital Ltd. 2012
  • 12. Guiding principles Stakeholder behaviour is changing. Copyright Deer Digital Ltd. 2012
  • 13. 2012 Where do buyers get information? Copyright Deer Digital Ltd. 2012
  • 14. 2012 Supplier websites 68% Web searches 65% Industry press (print) 45% Supplier emails 40% Word of mouth 33% Direct mail 31% Press advertising 27% Online events/webinars 21% Offline events/seminars 18% Traditional online 88% Facebook 15% Blogs 12% Any offline 74% Twitter 10% New online/social Other Social Media 10% media 40% 0 17.5 35 52.5 70 4 in 10 decision makers are incorporate new online/ social media tools into the decision making process. Copyright Deer Digital Ltd. 2012 Source: Buyersphere Report 2011
  • 15. 2012 B2B stakeholders want information that is easy to get to, can be easily transferred within their organisation, and is relevant to their needs. Copyright Deer Digital Ltd. 2012
  • 16. Guiding principles Analysing the top 10. Copyright Deer Digital Ltd. 2012
  • 17. 2012 1 2 3 4 5 6 7 8 9 10 Copyright Deer Digital Ltd. 2012
  • 18. 2012 Which social networks are the most utilised amongst the top 10? Copyright Deer Digital Ltd. 2012
  • 19. 2012 50% 60% 80% 90% 100% Platform adoption Copyright Deer Digital Ltd. 2012
  • 20. 2012 Are energy companies blogging? Copyright Deer Digital Ltd. 2012
  • 21. 2012 Only 1 out of 10 has a company blog No 90% 10% Yes Copyright Deer Digital Ltd. 2012
  • 22. 2012 Integrating existing web activity with social. Copyright Deer Digital Ltd. 2012
  • 23. 2012 ✘ Don’t! ✓ Integrated campaign ✓ Using Facebook ‘actions’ Copyright Deer Digital Ltd. 2012
  • 24. 2012 LinkedIn most popular platform for energy businesses. Copyright Deer Digital Ltd. 2012
  • 25. 2012 All 10 have company profiles on LinkedIn. Copyright Deer Digital Ltd. 2012
  • 26. 2012 No careers tab Limited 80% 20% careers tab Full careers tab Missed Opportunity: Missed Opportunity: Only 2 companies utilising Recruitment Products and Services tabs Copyright Deer Digital Ltd. 2012
  • 27. 2012 ✓ Utilising all tabs ✓ Testing new ad format ✓ Consistent branding ✓ Posting jobs ✓ Making it easy to get in contact Copyright Deer Digital Ltd. 2012
  • 28. 2012 ✓ Detailing products/services ✓ Using groups to reach specific audiences Copyright Deer Digital Ltd. 2012
  • 29. 2012 How are the top 10 using Facebook? Copyright Deer Digital Ltd. 2012
  • 30. 2012 200000 11250 150000 7500 100000 3750 50000 0 0 No. of Fans No. of fans ‘Talking about’ Half of the top 10 have active Engagement varies vastly with Facebook profiles Maersk above the rest Copyright Deer Digital Ltd. 2012
  • 31. 2012 What’s working on Facebook? Copyright Deer Digital Ltd. 2012
  • 32. 2012 ✓ Utilising custom apps panel ✓ Using ‘timeline’ to tell the Shell story ✓ Lots of photos Copyright Deer Digital Ltd. 2012
  • 33. 2012 ✓ Content tailored to different target groups ✓ Integrated with other social channels ✓ Engaging content - multimedia and poll Copyright Deer Digital Ltd. 2012
  • 34. 2012 Lack of strategy on Twitter. Copyright Deer Digital Ltd. 2012
  • 35. 2012 Not active 10% Limited profiles Active profiles 60% 30% Copyright Deer Digital Ltd. 2012
  • 36. 2012 Common mistakes on Twitter. Copyright Deer Digital Ltd. 2012
  • 37. 2012 ✘ Linking to press releases ✘ Lack of multimedia ✘ Infrequent posts ✘ No direct conversation (@) Copyright Deer Digital Ltd. 2012
  • 38. 2012 Shell tests new ad format. Copyright Deer Digital Ltd. 2012
  • 40. 2012 Engaging work on YouTube. Copyright Deer Digital Ltd. 2012
  • 41. 2012 ✓ Consistent branding ✓ Commenting enabled ✓ Content tailored to different target audiences Copyright Deer Digital Ltd. 2012
  • 42. 2012 Brand protection on Google+. Copyright Deer Digital Ltd. 2012
  • 43. 2012 Placeholder profiles Just 2 out of 10 sharing Lack of integration Copyright Deer Digital Ltd. 2012
  • 44. Guiding principles Maersk make social work. Copyright Deer Digital Ltd. 2012
  • 45. 2012 ✓ Social links on every page Copyright Deer Digital Ltd. 2012
  • 46. 2012 ✓ Social links ✓ Audience need driven content Copyright Deer Digital Ltd. 2012
  • 47. 2012 AIM: Get closer to our customers Copyright Deer Digital Ltd. 2012
  • 48. 2012 ✓ Integrated activity Copyright Deer Digital Ltd. 2012
  • 49. 2012 275,022 Vs 260,687 Fans Copyright Deer Digital Ltd. 2012
  • 50. Guiding principles What do energy companies need to do? Copyright Deer Digital Ltd. 2012
  • 51. 2012 1. Devise a social media strategy. Copyright Deer Digital Ltd. 2012
  • 52. 2012 2. Integrate with other comms channels. Copyright Deer Digital Ltd. 2012
  • 53. 2012 3. Monitor digital developments. Copyright Deer Digital Ltd. 2012
  • 54. 2012 4. Measure and improve. Copyright Deer Digital Ltd. 2012
  • 55. 2012 5. Rinse and repeat. Copyright Deer Digital Ltd. 2012
  • 56. Guiding principles Let’s discuss! www.deerdigital.com t: @DeerDigital Copyright Deer Digital Ltd. 2012 f: facebook.com/DeerDigital