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.
11. 2012
Oil and energy firms are the
most technologically
innovative businesses in
the world, but are they
embracing social?
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12. Guiding principles
Stakeholder behaviour
is changing.
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13. 2012
Where do buyers get
information?
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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.
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16. Guiding principles
Analysing the top 10.
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20. 2012
Are energy companies
blogging?
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21. 2012
Only 1 out of 10 has a
company blog
No 90% 10% Yes
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22. 2012
Integrating existing web
activity with social.
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23. 2012
✘ Don’t!
✓ Integrated campaign
✓ Using Facebook ‘actions’
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24. 2012
LinkedIn most popular
platform for energy
businesses.
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25. 2012
All 10 have company
profiles on LinkedIn.
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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
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27. 2012
✓ Utilising all tabs
✓ Testing new ad format
✓ Consistent branding
✓ Posting jobs
✓ Making it easy to get in
contact
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28. 2012
✓ Detailing products/services
✓ Using groups to reach
specific audiences
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29. 2012
How are the top 10 using
Facebook?
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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
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31. 2012
What’s working on
Facebook?
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32. 2012
✓ Utilising custom apps panel
✓ Using ‘timeline’ to tell the
Shell story
✓ Lots of photos
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33. 2012
✓ Content tailored to different
target groups
✓ Integrated with other social
channels
✓ Engaging content -
multimedia and poll
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34. 2012
Lack of strategy on
Twitter.
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35. 2012
Not active
10%
Limited profiles
Active profiles
60%
30%
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36. 2012
Common mistakes on
Twitter.
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37. 2012
✘ Linking to press
releases
✘ Lack of multimedia ✘ Infrequent posts
✘ No direct
conversation (@)
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38. 2012
Shell tests new ad format.
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