This document summarizes a presentation on managing Facebook and preventing social media crises. It discusses how energy companies use Facebook for recruitment, employee engagement, marketing, and crisis communications. It cautions that anyone could inadvertently create a crisis by posting thoughts without considering how they may be perceived. The presentation recommends being proactive by using social media management tools, auditing accounts, implementing workflows, training employees, and securing accounts. It provides examples of how crises occurred when policies were not followed.

1. Global Social Channels
@EDS_Houston
Moderated by Deven Nongbri,
VP, Digital, Edelman
Houston, TX
@dnongbri
#EDSHouston
@EDS_Houston

2. Managing Facebook
Preventing a Social Media Crisis
@JustJaymie

3. Facebook is not dead
Energy companies are using Facebook today for:
• Recruitment
• Employee engagement
• Executive communications
• Community engagement
• Marketing/brand awareness
• Increased SEO (visibility on the Web)
• Crisis Communications
@JustJaymie

4. Don’t create your own crisis
@JustJaymie

5. @JustJaymie

6. Anyone could be “that person”
“When
pos*ng
on
social
media,
people
o3en
fail
to
acknowledge
the
*ny
but
very
important
difference
between
the
things
you
think
inside
your
head
and
the
things
you
think
and
then
say
and
then
share
with
millions
of
other
people,
which
happens
outside
your
head.”
–
Bri*sh
journalist
Emily
Jupp
about
the
incident
“A
new,
over-­‐enthusias*c
member
of
our
support
team
made
an
honest
but
misguided
mistake
and
clearly
stepped
over
the
line.“
–
Luton
Airport
spokesperson
@JustJaymie

7. Be proactive
1. Do
you
use
a
social
media
management
tool?
2. Audit
Facebook
&
secure
your
sites
3. Implement
workflows
4. Never
post
directly
to
your
pages
5. Train
your
people
@JustJaymie

8. Common management tool
features
•
Workflows
•
Permissions
•
Timed
posts
•
Assign
posts
•
Targeted
posts
•
Roles
•
Monitoring
•
Metrics/analy*cs
•
Manage
mul*ple
users
@JustJaymie

9. It could happen to you
• Without
processes/tools
you
are
at
risk
during
a
crisis
• Without
processes/tools
you
could
create
your
own
crisis
• Secure
your
accounts
&
eliminate
cluZer
(delete
Facebook
pages
you
don’t
use)
@JustJaymie

10. Twitter 101 for Energy:
What it is, why it matters,
and how to get started with it
@JenPearsall

11. What is Twitter? And why do I, or
my business, need it?
Twitter is a social media platform made up of 140
character microblogs, or tweets. So why do you
need it?
Connect with
customers,
media and
influencers
Get and share
news
Understand
what people
are saying
about you and
the industry
Humanize
your brand!
@JenPearsall

12. For those of you not familiar…
@JenPearsall

13. So How is Relevant for ME?
1. GET INFORMED. National, international and
industry news doesn’t break in the newspaper, on
TV or even on news webpages. It breaks on Twitter.
2. CONNECT. Connect and engage in conversations
with like-minded individuals – think media,
industry influencers, possible customers, etc.
3. LISTEN. What are people saying about you? What
are they saying and thinking about your
competitors? What is happening in the industry
that you need be aware of? How can you insert
your voice into the conversations already
happening?
@JenPearsall

14. Five Quick Ways to Get Started
1. Understand who you are.
2. Start a feed. To use Twitter, you have to have a
Twitter account. J
3. Get a quick Twitter usage education. Visit http://
bit.ly/EDSTwitter101
4. Connect with the right accounts.
5. Engage. Don’t sit on the sidelines – engage!
@JenPearsall

15. PINTEREST & INSTAGRAM
COMMERCIAL VS ARTISTIC
Joel Tarver
Senior Manager Digital Marketing
Baker Hughes

16. 16
Bruce
Hillegeist,
President
of
Greater
Tomball
Area
Chamber
of
Commerce

17. Gretchen
Fagan
Mayor
of
Tomball

18. 18

22. 22

23. BHI Company Confidential - Not for Distribution

24. BHI Company Confidential - Not for Distribution

25. 25
BHI Company Confidential - Not for Distribution© 2013 Baker Hughes Incorporated. All Rights Reserved.
Patent
Pending.
Copyright
2014
Baker
Hughes
All
rights
reserved.

26. 26

27. Learning from
LinkedIn
@NelsonRodriguez

28. Why do people use it?
What does it do well?
Assessing a Channel
@NelsonRodriguez

29. Goal: Acquire new contacts within existing clients
Method: LinkedIn display ads and InMails (CPM based)
Message: Your colleagues rely on us for great talent, you should too.
(DR)
Targeting:
• Company names (top 40 companies)
• Job titles + seniority (hiring managers and up)
• Location (US, FR, UK, NL)
Lead Acquisition
Campaign
@NelsonRodriguez

30. Results:
• 1 lead
• Cost per lead was 100X higher than goal
Lead Acquisition
Campaign
@NelsonRodriguez

31. Lead Acquisition
Campaign
@NelsonRodriguez

32. Goal: Generate sign ups for our free online courses
Method: LinkedIn display ads (CPM based)
Message: The skills gap is real, and we can help. (Content)
Targeting:
• Relevant active professional groups
Gymnasium Campaign
@NelsonRodriguez

33. Results
• Hundreds of leads
• Our CPL is 30% lower than our average CPL from paid media.
Gymnasium Campaign
@NelsonRodriguez

34. Gymnasium Campaign
@NelsonRodriguez

35. Goal: Micro-conversion (newsletter sign-ups, blog subscribers)
Method: LinkedIn Sponsored Updates (CPC based)
Message: Hiring is painful, but doesn’t have to be. (Content)
Targeting:
• Company names (top 40 companies)
• Job titles + seniority (hiring managers and up)
• Location (US, FR, UK, NL)
• Relevant active professional groups
Next: Content Campaign
@NelsonRodriguez

36. Assessing a Channel
Why do people use it?
What does it do well?
@NelsonRodriguez

37. Why do people use LinkedIn?
• Researching a job/candidate
• Researching a client/sales person
• Spying on people
• Career Advancement
What does it do well?
• Highly targeted by industry, employer, interest
• Industry-related content
Assessing a Channel
@NelsonRodriguez

38. Questions
Tweet questions to @dnongbri with #EDSHouston
#EDSHouston
@EDS_Houston
@EDS_Houston