2014 Social Media Strategy - s3. 2014 Social Media Strategy This strategy focuses on the social...
Embed Size (px)
Transcript of 2014 Social Media Strategy - s3. 2014 Social Media Strategy This strategy focuses on the social...
2014 Social Media Strategy
This strategy focuses on the social media profiles managed by the social media specialist, Anthony Darby SOCIAL MEDIA GOAL: Our goal is to engage members and non-members on-line, educate, share SPE content, promote SPE events, products and services, increase our online reputation, increase our online consistency/brand, and improve our Search Engine Optimization (SEO). SOCIAL MEDIA STRATEGY: Our strategy to accomplish our goal is to engage SPE members on platforms where they are/or heading to and provide them with the content they want and need. SOCIAL MEDIA STRATEGY UPDATE: The 2012 Strategy created focused heavily, but not entirely, on awareness, education, creating standards, developing internal procedures and processes, promotion, engagement, platform continuity, and content development while this strategy will involve the exact same things as the 2012 strategy but will now include MORE on SPE-centric integration, online consistency, SEO, and servicing those connected with the things they want and need. These specifics are included in the social media tactics. SOCIAL MEDIA TACTICS:
Update, monitor, and engage on SPE-managed platforms o Utilize social media dashboards, apps, etc to most effectively accomplish
Utilize marketing program – MARKETO o Engage Marketo social media features. o Use measuring features for effectiveness.
Utilize SPE staff by encouraging sharing o If staff are on social media and interested in sharing, encourage them to do so. o Utilize SPEnet o Utilize in-person communication, video calls, conference calls o Utilize original content (videos, blogs, best practices, etc)
Utilize Google Analytics + reporting o Use to monitor trends, what people are searching, what they are interested in, etc for better understanding of personas, content
wants/needs and how to better engage. o Use Google analytics embedded social media functions. o Use reporting features for effectiveness.
Utilize Google Keywords
o Use to see what people are searching in the industry and SPE.
Integrate SPE Publications o Develop list of integration opportunities and execute o Work with magazines team to accomplish
Integrate SPE Event Apps o Develop list of integration opportunities and execute o Work with mobile apps rep to accomplish
Integrate on event sites o Develop list of integration opportunities and execute o Work with web content team to accomplish
Integrate where appropriate on SPE.org o Develop list of integration opportunities and execute o Work with web content team to accomplish
Integrate in marketing print materials o Develop list of integration opportunities and execute o Work with marketing team to accomplish
Create content at SPE Events o Most thorough and effective place to obtain and create content. In turn, this creates awareness about the event. o Develop list of pertinent list of events to attend
Develop Google+ profile o For SEO, brand reputation purposes. o For SPE community purposes.
SOCIAL MEDIA MEASURING/ANALYTICS: Utilize Google Analytics, Google Keywords, and Marketo for analytics to measure trends, campaigns, ideas, members and non-member interests, engagement and conversions. This strategy also includes:
1. Guidelines for staff use of these platforms in promoting SPE programs and activities. It is explains the rationale for current initiatives and drives future actions.
2. SPE Student Members and Chapters best practices for using Social Media when a profile is being developed or has been created. For the purpose of this strategy we will only include social media (Facebook, Twitter, LinkedIn, Google+ and YouTube). Purpose of Social Media for SPE is to engage our members and create useful and educational conversations.
• Member engagement
– Technical topic discussions – Merits of membership – Networking with others – Build pride and belonging among existing – Retention
• Attract new members • Enhance brand and reputation • Promote activities and products
– Event awareness - Conferences, workshops, training courses, Forums – Reminders or alerts on programs - Awards, DLs, Student and YPs, JPT Online, tech journals – Industry News – New Technologies – SPE Happenings – SPE Publications
• Educate – Energy4me – PetroWiki – SPE Connect
Social Media Platforms Facebook is a social network site aimed at sharing and engagement.
1. SPE Facebook Our audience profile consists of SPE members, students, Young Professionals, Oil and Gas professionals, Oil and Gas enthusiasts, to name a few.
a. Current activity i. SPE FB 48,060 likes.
ii. Posts that have seen the most engagement: Asking a question, Scholarships, awards, volunteer opportunities, SPE News, photos, videos, posts featuring SPE presidents/thought leaders, SPE section/chapter related news, SPE Publications, SPE events.
b. Target Audience i. Our target audience is SPE members.
c. Tactics i. This profile is the official portal for any and all announcements from SPE. It’s the platform, where, if one wants to find out more about
SPE or connect with SPE or our community, they go here first. ii. We use the platform to engage, share/promote all things SPE from all departments. Mostly including, but not limited to: SPE
publications, conferences, meetings, events, news releases, industry publications, milestones, developments, industry information, third party articles, contests, promotions, and thought-leadership.
iii. We use this platform to share thought-leadership and entice discussion. iv. We also share hot topics/discussions from other social media platforms on Facebook. This allows community to be privy to of-topic
discussions and showcase our LinkedIn profile. v. Third-party article posts will consist of articles from SPE publications and appropriate third-party publications.
vi. Engagement posts consist of posts designed to elicit answers, call to action, get community to talk, showcase what they are doing, highlight SPE sections/chapters, provide info to student members, etc.
vii. News posts consist of news related to SPE, SPE sections/chapters, deadlines, scholarships, events, etc. viii. Promotion posts consist of posts related to SPE events, training courses, new offerings, contests, etc.
ix. Continually engage other SPE social media profiles i.e., student chapters, sections, offices by tagging, mentioning and interacting with their posts. Encourage reciprocity.
2. OTC Facebook Our audience profile consists of students, exhibitors, marketing professionals, oil and gas companies/consultants, and working professionals. Current activity
i. OTC FB 15, 417 likes. ii. Posts that have seen the most engagement : Those centered around excitement, conference specifics, the technical program, featured
technologies, photos and video. b. Target Audience
i. Our target audience is OTC attendees and those interested in attending. c. Tactics
i. The purpose of this profile is to publicize/promote, engage and ultimately increase registration regarding OTC and its portfolio of events. ii. We use this profile to engage, provide news, event updates, and information about what participants can expect from OTC and its
portfolio of events iii. Third-party article posts will consist of news articles when appropriate.
iv. Showcase OTC supporting organizations. v. Engagement posts will consist of posts designed to get the community to do something, eliciting an answer, asking community to share,
photos/videos, etc. vi. News posts will consist of posts specifically related to OTC, deadlines, technical programs, facts/truths about OTC, how to register, etc.
vii. Promotion posts will consist of polls, contests, etc, type posts.
Twitter is interest-based, 140 character, news sharing & microblogging platform.
1. SPE_Events The purpose of this account is for the promotion of SPE events. The audience consists of SPE members, exhibitors companies, event sponsors, oil and gas companies, marketing professionals, oil and gas professionals and oil and gas organizations. Current activity
i. 5,260 followers. ii. Tweets that have been engaged the most: Live tweets, specific event features, Technical sessions topics, speakers/instructors
registration promotion. b. Target Audience
i. Our target audience are parties interested in attending, exhibiting or sponsoring at SPE events. c. Tactics
i. The purpose of this platform is to publicize/promote all SPE events. ii. We use this platform to share updates, photos, videos, news nuggets and registration information about SPE events
iii. Tier One and Tier Two events will be mainly featured and the other 200+ events, conferences and meetings will be featured ad hoc utilizing the monthly social media editorial calendar.
iv. Third-party article posts about the events or topics aligned with events i.e., fracturing, drilling etc. v. Engagement posts will consist of photos/videos, eliciting an action from community, etc.
vi. News posts will consist of content from publicized SPE events news nuggets, photos/videos, quotes, commentary, etc. vii. Share exhibitor registration information, event maps, sponsorship prices, sales details, etc.
viii. Promotion posts will consist of posts that promote SPE events.