Online Marketing in the Energy Industry

Encore Media Metrics
Encore Media MetricsAd-Tech Entrepreneur um Encore Media Metrics
Online Marketing in the Energy Industry


                            August 2009




                                  1
Setting Expectations
This presentation IS NOT…
   A deep dive into online media
   A thesis on why social media matters

   A compilation of things you already know


This presentation DOES seek to…
   Explain why the Web is great for energy marketing
   Provide a Roadmap for incorporating digital into your mix 

   Discuss Social Media plays, dry holes and best practices




                                                             2
Why Energy Companies Should Invest Online
Web plays a key role in how we do business 
   How we do research 

   How we stay informed 

   How we communicate

Your online presence represents:
    Who you are

    What you do 

    How you differentiate
                         




Digital media offers compelling advantages
    Able to Target, Engage and Interact

    Measurable, Affordable, Accountable
                                               3
Implications for Energy Marketers

Customers are now in control
   “Push” tactics don’t work
   Customer choose when & how "
    they engage
Customers have high expectations
   They expect to find “it” quickly "
    and easily
Customers have more choices
   Competitors are only clicks away


     The marketplace is changing. We need to adapt. 
                                                 4
Online Media… Can be Overwhelming
                   Video
          E-Mail
                                        
           Search
                                                         
                  Display and   House & 3rdParty      Paid +
 Display
       
             Pre-roll
                            
        email
                                         
            Natural
        Social
                                                                           
Rich, Flash and                                                  Tweets, Posts, Blogs,
   Static Ads
                                                      Photos, Videos




News Sites
         
         Search
                           Web Site
                                                            
                                                                        Social
                                                                       Networks

                                                   Blog
                     Email Lists
                               


                         So let’s keep it simple!
                             5
What To Do in Challenging Times?




 Are you expected to do more with less?


If so, it’s a great time to leverage the Web!
                                             6
Here’s One Approach…

                               ???


                    Mobile
           Apps



         Display
          Video
             Blog



Site Usability
      Social
          Search
         Email


           However, silos work best on farms
                                                               7
Here’s Another Approach: Build a Foundation

1.  Research: find out how customers use the web"
    - Influencers, decision makers, users, procurement

2. Develop a Business Case for Energy marketing"
    - Based on trends, customers, competitors, costs

3. Develop an Online Strategy for energy marketing "
   - See next slide 

4. Define Metrics for energy marketing"
   - Determine how to measure impact

                   Business "
  Research
                        Strategy
       Metrics
                    Case

                                                          8
Success Begins with a Plan!

Create a roadmap that defines:
•  Audiences
•  Objectives 
•  Competitive landscape
•  Tactics
•  Requirements
•  Metrics 
•  Expected results 

       Include key stakeholders in the process!
                                                   9
What To Measure?
Basic Metrics
               Engagement metrics
      Impressions 
             % Returning

      Clicks 
                  Frequency of visit

      Visits
                   Pages viewed per visit

      Page views 
              Time on site 

                                 Actions / Submissions


                             Web 2.0 Metrics
                                Mentions / Tweets

                                Posts / Participation

                                Viewing Content 

                                Sharing / Posting content

                                Uploading content 


                                                            10
Assigning Value to Web Metrics

1. Determine how Actions  Intent

      Action
             Value
      Visits
             Indicates awareness
      Key Page Views
     Indicates consideration
      RFI / Submission
   Indicates preference
      Sharing Content 
   Indicates loyalty 

2. Forecast how Intent  $$$
    Some % who show Intent will buy or recommend 

    Do the math and apply across each set of actions

    Use common sense to normalize results


                                                     11
Execution: Build On Your Foundation
Focus on objectives,
not the Medium
                     ???


                    Interaction
           Integration



        Site Usability
      Branding
          Corp Comm.


                       Business "
    Research
                               Strategy
     Metrics
                        Case


                                                                12
Site Usability / Marketing Effectiveness

• Make it easy and intuitive
  to navigate
• Minimize steps to finding
  what they need
• Make it engaging
• Use words your customers
  understand 
• Tell your story!

              Your site shapes your Brand. "
               Make a good impression! 
                                                  13
Online Branding
Awareness alone does "              Awareness
not drive sales! 

                                   Consideration
Consideration and preference
precede purchase decisions
                                    Preference
Brand marketing works -
especially in B2B!
                                     Decision

                                       $$$
  Use online media to build your
     brand and drive sales!
                        14
Communications
• It’s never been easier to communicate
 •    Email 
 •    RSS 
 •    Social Media
 •    Mobile

• It’s never been harder to communicate!
 •    Each requires planning, expertise and resources 

• Find out how your audiences want to hear from you
• Incorporate into your existing programs 
 •    Recruiting 
 •    Product launches
 •    Trade shows
                                                          15
Interaction: the Silver Bullet?
• New Web architecture makes it easy to interact
 •    Sites, groups, tools 
 •    Real-time web is the next new thing

• Creates a new set of challenges
 •    Legal, resources, duties, guidelines

• Keys to interaction:
 •    Monitoring mentions
 •    Listening to your community
 •    Engaging your audiences
 •    Being transparent

            Think: Telephone vs. a Megaphone
                                                    16
Integrated Approach = Superior ROI




                   Integrated
                    Program




Coordinated planning and execution is a must
                                            17
A Few Words on Social Media…




      What the *#@!*?




                                18
5 Reasons to Embrace Social Media

1. You are already involved in Social Media
     Your employees are doing it 
     Discussions about your brand are taking place
     If you participate you can shape outcomes


2. Comparative advantages
     Word of mouth is #1 influencer of purchases
     Requires minimal spend 


3. Revenue growth
     Among top 100 Brands, those who utilize social
     media saw 18% lift in revenue (Altimeter / Wet Paint 2009)

                                                                   19
5 Reasons to Embrace Social Media
4. Effective for Energy Marketing:
     Inbound marketing 
     Recruiting 
     Employee relations / culture
     Community relations 
     Investor relations 
     Crisis / corporate communications


5. Search Engine Rankings!
     Used properly, can produce great
      results!
     See example on next slide



                                            20
Case Study: Social Media Drives Search
                                            




   Using social
 media, I have 3
 of top 4 listings
for “social media
 business case”




                                            21
Social Media Pitfalls 



   Rush to action without a plan
   Lack of objectives and measurement
   Failing to engage audiences
   Limited Reach




                                22
Q’s to Ask to Avoid Social Media Pitfalls
  Focus: who are you targeting? Objectives?
  •  Define audiences and identify influencers 

  •  Set reasonable (conservative) expectations 


  Media: which PLATFORMS should you use?




  Engagement: how to LISTEN and INTERACT? 
  •  Who will create, review and post content?

  •  Content guidelines: media, voice, frequency?

  •  How will you respond to negative comments?
                                                     23
Avoiding Social Media Pitfalls (cont.) 
  Reach: how will you promote your program? 
  •  Online, email, offline, PR, word of mouth 

  •  How will you build your network?


  Resources: what is needed; what will it cost? 
  •  People, process, assets, tools, etc.


  Metrics: how will you measure success?
  •  What metrics will you use?

  •  What tools will you use? 

  •  What will constitute success?


                                                    24
Sample Report - Buzz Volume Trended


    Q3
               Q4
                Q1
                Q2
                  Q3




This is an example of a buzz volume - trended chart. This chart can be used to
see how conversation changes over time for a particular brand or topic. This
report allows a researcher to drill into the conversations and determine what
topics are driving these discussions
                                                                           25
Sample Report – Buzz Volume Cross Topic

Buzz Volume, Cross-Topic: Client vs. Competitors (source: Nielsen Online)




This is an example of a buzz volume cross topic chart. Topics that are
driving conversation around a brand can be measured in terms of volume
as well as the sub-topics associated with each of these brands.

                                                                    26
Worst and Best Practices in Energy Marketing


Worst Practices
             Best Practices
Chasing shiny new objects
   Business case
One-off efforts
             Strategic Plan
Hunting
                     Fishing
Shouting
                    Listening and Interacting
Silo approach
               Holistic / integrated approach 
Unrealistic Expectations
    Under-promise, Over-deliver
Empire building 
            Outsource expertise



                                                        27
In Closing…
Online represents a significant opportunity to:
    Build your brand
    Improve ROI from budget

    Engage and interact


Maximize Opportunities 
    Foundational approach
    Strategic, integrated plan

    Complement existing programs

    Capitalize on social media



Let’s stay in touch!
    Check out my blog at SpurInteractive.com
    Follow me on Twitter @stevelatham

    Find me on Facebook, LinkedIn and SlideShare
                                                     28
About the Presenter

Steve Latham is the founder and CEO of Spur Interactive, a
strategic interactive marketing agency. In this role, Steve has
planned and managed successful campaigns for leading
brands, including ConocoPhillips, FedEx Kinko's, Southwest
Airlines and The Scooter Store, to name a few.

Steve is an accomplished industry lecturer and an active
member of the business and non-profit community. Steve’s
articles on interactive strategies have been published by
MediaPost, iMedia Connection and Marketing News. He has
been quoted in PR Week, Fortune and CNN.com.

Steve received an MBA from Harvard Business School and a
BBA from the University of Oklahoma. 




                                                                  29
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Online Marketing in the Energy Industry

  • 1. Online Marketing in the Energy Industry August 2009 1
  • 2. Setting Expectations This presentation IS NOT…   A deep dive into online media   A thesis on why social media matters   A compilation of things you already know This presentation DOES seek to…   Explain why the Web is great for energy marketing   Provide a Roadmap for incorporating digital into your mix   Discuss Social Media plays, dry holes and best practices 2
  • 3. Why Energy Companies Should Invest Online Web plays a key role in how we do business   How we do research   How we stay informed   How we communicate Your online presence represents:   Who you are   What you do   How you differentiate Digital media offers compelling advantages   Able to Target, Engage and Interact   Measurable, Affordable, Accountable 3
  • 4. Implications for Energy Marketers Customers are now in control   “Push” tactics don’t work   Customer choose when & how " they engage Customers have high expectations   They expect to find “it” quickly " and easily Customers have more choices   Competitors are only clicks away The marketplace is changing. We need to adapt. 4
  • 5. Online Media… Can be Overwhelming Video E-Mail Search Display and House & 3rdParty Paid + Display Pre-roll email Natural Social Rich, Flash and Tweets, Posts, Blogs, Static Ads Photos, Videos News Sites Search Web Site Social Networks Blog Email Lists So let’s keep it simple! 5
  • 6. What To Do in Challenging Times? Are you expected to do more with less? If so, it’s a great time to leverage the Web! 6
  • 7. Here’s One Approach… ??? Mobile Apps Display Video Blog Site Usability Social Search Email However, silos work best on farms 7
  • 8. Here’s Another Approach: Build a Foundation 1.  Research: find out how customers use the web" - Influencers, decision makers, users, procurement 2. Develop a Business Case for Energy marketing" - Based on trends, customers, competitors, costs 3. Develop an Online Strategy for energy marketing " - See next slide 4. Define Metrics for energy marketing" - Determine how to measure impact Business " Research Strategy Metrics Case 8
  • 9. Success Begins with a Plan! Create a roadmap that defines: •  Audiences •  Objectives •  Competitive landscape •  Tactics •  Requirements •  Metrics •  Expected results Include key stakeholders in the process! 9
  • 10. What To Measure? Basic Metrics Engagement metrics   Impressions   % Returning   Clicks   Frequency of visit   Visits   Pages viewed per visit   Page views   Time on site   Actions / Submissions Web 2.0 Metrics   Mentions / Tweets   Posts / Participation   Viewing Content   Sharing / Posting content   Uploading content 10
  • 11. Assigning Value to Web Metrics 1. Determine how Actions  Intent Action Value Visits Indicates awareness Key Page Views Indicates consideration RFI / Submission Indicates preference Sharing Content Indicates loyalty 2. Forecast how Intent  $$$   Some % who show Intent will buy or recommend   Do the math and apply across each set of actions   Use common sense to normalize results 11
  • 12. Execution: Build On Your Foundation Focus on objectives, not the Medium ??? Interaction Integration Site Usability Branding Corp Comm. Business " Research Strategy Metrics Case 12
  • 13. Site Usability / Marketing Effectiveness • Make it easy and intuitive to navigate • Minimize steps to finding what they need • Make it engaging • Use words your customers understand • Tell your story! Your site shapes your Brand. " Make a good impression! 13
  • 14. Online Branding Awareness alone does " Awareness not drive sales! Consideration Consideration and preference precede purchase decisions Preference Brand marketing works - especially in B2B! Decision $$$ Use online media to build your brand and drive sales! 14
  • 15. Communications • It’s never been easier to communicate •  Email •  RSS •  Social Media •  Mobile • It’s never been harder to communicate! •  Each requires planning, expertise and resources • Find out how your audiences want to hear from you • Incorporate into your existing programs •  Recruiting •  Product launches •  Trade shows 15
  • 16. Interaction: the Silver Bullet? • New Web architecture makes it easy to interact •  Sites, groups, tools •  Real-time web is the next new thing • Creates a new set of challenges •  Legal, resources, duties, guidelines • Keys to interaction: •  Monitoring mentions •  Listening to your community •  Engaging your audiences •  Being transparent Think: Telephone vs. a Megaphone 16
  • 17. Integrated Approach = Superior ROI Integrated Program Coordinated planning and execution is a must 17
  • 18. A Few Words on Social Media… What the *#@!*? 18
  • 19. 5 Reasons to Embrace Social Media 1. You are already involved in Social Media   Your employees are doing it   Discussions about your brand are taking place   If you participate you can shape outcomes 2. Comparative advantages   Word of mouth is #1 influencer of purchases   Requires minimal spend 3. Revenue growth   Among top 100 Brands, those who utilize social media saw 18% lift in revenue (Altimeter / Wet Paint 2009) 19
  • 20. 5 Reasons to Embrace Social Media 4. Effective for Energy Marketing:   Inbound marketing   Recruiting   Employee relations / culture   Community relations   Investor relations   Crisis / corporate communications 5. Search Engine Rankings!   Used properly, can produce great results!   See example on next slide 20
  • 21. Case Study: Social Media Drives Search Using social media, I have 3 of top 4 listings for “social media business case” 21
  • 22. Social Media Pitfalls   Rush to action without a plan   Lack of objectives and measurement   Failing to engage audiences   Limited Reach 22
  • 23. Q’s to Ask to Avoid Social Media Pitfalls   Focus: who are you targeting? Objectives? •  Define audiences and identify influencers •  Set reasonable (conservative) expectations   Media: which PLATFORMS should you use?   Engagement: how to LISTEN and INTERACT? •  Who will create, review and post content? •  Content guidelines: media, voice, frequency? •  How will you respond to negative comments? 23
  • 24. Avoiding Social Media Pitfalls (cont.)   Reach: how will you promote your program? •  Online, email, offline, PR, word of mouth •  How will you build your network?   Resources: what is needed; what will it cost? •  People, process, assets, tools, etc.   Metrics: how will you measure success? •  What metrics will you use? •  What tools will you use? •  What will constitute success? 24
  • 25. Sample Report - Buzz Volume Trended Q3 Q4 Q1 Q2 Q3 This is an example of a buzz volume - trended chart. This chart can be used to see how conversation changes over time for a particular brand or topic. This report allows a researcher to drill into the conversations and determine what topics are driving these discussions 25
  • 26. Sample Report – Buzz Volume Cross Topic Buzz Volume, Cross-Topic: Client vs. Competitors (source: Nielsen Online) This is an example of a buzz volume cross topic chart. Topics that are driving conversation around a brand can be measured in terms of volume as well as the sub-topics associated with each of these brands. 26
  • 27. Worst and Best Practices in Energy Marketing Worst Practices Best Practices Chasing shiny new objects Business case One-off efforts Strategic Plan Hunting Fishing Shouting Listening and Interacting Silo approach Holistic / integrated approach Unrealistic Expectations Under-promise, Over-deliver Empire building Outsource expertise 27
  • 28. In Closing… Online represents a significant opportunity to:   Build your brand   Improve ROI from budget   Engage and interact Maximize Opportunities   Foundational approach   Strategic, integrated plan   Complement existing programs   Capitalize on social media Let’s stay in touch!   Check out my blog at SpurInteractive.com   Follow me on Twitter @stevelatham   Find me on Facebook, LinkedIn and SlideShare 28
  • 29. About the Presenter Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive marketing agency. In this role, Steve has planned and managed successful campaigns for leading brands, including ConocoPhillips, FedEx Kinko's, Southwest Airlines and The Scooter Store, to name a few. Steve is an accomplished industry lecturer and an active member of the business and non-profit community. Steve’s articles on interactive strategies have been published by MediaPost, iMedia Connection and Marketing News. He has been quoted in PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. 29