Oil and Gas online - Giles Palmer

Oil & Gas online

Giles PalmerGiles PalmerCEO, Brandwatch

[email protected] Tel: +44 (0)1273 234 293Tel: +44 (0)1273 234 293

©2010 Brandwatch | www.brandwatch.com

Is a monitoring and analysis company with offices in theIs a monitoring and analysis company with offices in the UK and Germany…. I started it.

© 2010 Brandwatch | www.brandwatch.com 3

Some Stats

Social media marketing growing at 35% per annum Social media marketing growing at 35% per annum $14bn industry in 3 years

>60% Comms professionals say monitoring Social Media is one of their biggest challengesgg g

70% of FTSE 500 companies are doing some sort of online p ganalysis and / or engagement

Social data (excluding Facebook) increased by 250% in 2010


So what do companies who are getting all the love lookSo what do companies who are getting all the love look like?


Let’s look at Oil and Gas


Conversation volumes across three industries Dramatic changes needed

in Oil Industry

Oil Industry pushing for offshore expansion

Oil & Gas industriesOil & Gas industries should be integrated


The majority of comment about all 3 industries is within online news pagesMost sites under the news category are finance themed. Secondary level presence is made by campaign articles as found on ‘Huffington Post’ andpresence is made by campaign articles, as found on ‘Huffington Post’, and ‘allafrica.com’, ‘guardian.com’


BP has 88,000 mentions in the last month – 6x the number for the generic phrase ‘Oil Industry’for the generic phrase Oil Industry

The strong implication of the very high ‘BP’ conversation volume is that ‘BP’ is now a b tit t t f th i d t h l ithi i t i lsubstitute term for the industry as a whole, within campaign material.


Social media language v Professional news language – the case of ‘BP’The cycle: news produces a social media reaction which produces amplified news y p p preaction

The April ‘10 oil spill tied the name ‘BP’ with an event that had a big impact. The name ‘BP’ is driven into everyday public discussion This is reflected in significant social mediaBP is driven into everyday public discussion. This is reflected in significant social media and Twitter traffic – traffic which, in turn, provokes new waves of journalist reaction and comment on news sites, fully aware that their articles have the public ear.


Top Sites for BPBP’s presence on Twitter is very high. This means BP is a topic thoroughly embedded in public consciousness. Principle themes on Twitter are the Russian deal, and renewable energy prospectsdeal, and renewable energy prospects


So what do you do about it?


Watch Twitter only

Who: Lots of people such as ASDA First DirectWho: Lots of people such as ASDA, First Direct

How: Free stuff - Twitterfall tweetdeck hootsuiteHow: Free stuff - Twitterfall, tweetdeck, hootsuite,

How good: Good for engaging less so for reporting B2CHow good: Good for engaging, less so for reporting. B2C

IssuesIssuesNo analysisBig picture / little pictureBig picture / little picture


Add Google alerts

Quoted everywhere as a good way to monitor the webQuoted everywhere as a good way to monitor the web

BUTBUT• Coverage is <10%.

Query: Gatorade Period: 1 monthQuery: Gatorade Period: 1 month Google Alerts 684 | Brandwatch 12,115

• NO reporting or analysisNO reporting or analysis

Conclusion not greatConclusion not great


Use blog & forum engines

Blogpulse Google Blog search/Bing BoardreaderBlogpulse, Google Blog search/Bing, Boardreader

Omgili Google forumsOmgili, Google forums

Time bandits Time bandits

FRUSTRATIONFRUSTRATION


Inside out is better than outside in

• Figure out what the company is trying to achieveFigure out what the company is trying to achieve• Find an ally at a senior level & get some resource• Set clear objectives• Set clear objectives• Maybe get some help• Monitor it and show progress• Monitor it and show progress


OBJECTIVES - tips

This is a new form of marketingThis is a new form of marketingIt should align with org. structureYou need to think longish termYou need to think longish termTie it into simple stuff like webstatsInclude online newsInclude online newsGET THE TONE RIGHT

Human real vulnerable helpfulHuman, real, vulnerable, helpful


E.On - Fitting into org. structure

DEPARTMENTSPR Product & pricing Talent Retail RenewablesPR, Product & pricing, Talent, Retail, Renewables…

WHAT DO THEY TRACK?WHAT DO THEY TRACK?Brand, plants, competitors, lobby groups, sponsorship, campaigns eventscampaigns, events


Fit the data to the organisation


Set benchmarks

1 Webstats1. Webstats2. Conversion rates3 Volume of conversation3. Volume of conversation4. Sentiment5 Competitors5. Competitors6. Type of conversation


Benchmarks – INTERESTING MENTIONS

c. 0.1%2% 1%

Interesting and worth acting on

1%

33%20%24%

Interesting to readto read

99%65% 79%

52%

Not interesting (e.g. passing

mention)24%

CiscoHondaE.onPantene

mention)


Benchmarks – SENTIMENT


Getting it right can take TIMEand ITERATIONS


ROI example

For one client in a 1 month periodFor one client, in a 1 month period

Number of posts tracked 100 000Number of posts tracked ~100,000Filtered to 4,500A t l t 2%Actual engagements < 2%Number of increased views 25,000Increase in positive tonality 11%Decrease in negative tonality 25%

ROI 558%

OFFER

Come and see what’s going on aroundCome and see what s going on around your company for free

Go to www.brandwatch.com/ and register for a demo

put ROGM in the description field

THANK YOU for listeningGiles PalmerGiles [email protected]@joodoo9

28© 2010 Brandwatch | www.brandwatch.com

Oil and Gas online - Giles Palmer

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