"Online Marketing in the Energy Industry" provides energy marketing execs a business case for online marketing and a roadmap for planning and execution of online marketing campaigns. The presentation also discusses how the energy industry can use social media as a marketing platform to build their brand and engage customers.
Online Marketing in the Energy Industry
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
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
Implications for Energy Marketers
Customers are now in control
“Push” tactics don’t work
Customer choose when & how "
Customers have high expectations
They expect to ﬁnd “it” quickly "
Customers have more choices
Competitors are only clicks away
The marketplace is changing. We need to adapt.
Online Media… Can be Overwhelming
Display and House & 3rdParty Paid +
Rich, Flash and Tweets, Posts, Blogs,
So let’s keep it simple!
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!
Here’s One Approach…
However, silos work best on farms
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
Success Begins with a Plan!
Create a roadmap that deﬁnes:
• Competitive landscape
• Expected results
Include key stakeholders in the process!
What To Measure?
Frequency of visit
Pages viewed per visit
Time on site
Actions / Submissions
Web 2.0 Metrics
Mentions / Tweets
Posts / Participation
Sharing / Posting content
Assigning Value to Web Metrics
1. Determine how Actions Intent
Key Page Views
RFI / Submission
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
Execution: Build On Your Foundation
Focus on objectives,
not the Medium
Site Usability / Marketing Effectiveness
• Make it easy and intuitive
• Minimize steps to ﬁnding
what they need
• Make it engaging
• Use words your customers
• Tell your story!
Your site shapes your Brand. "
Make a good impression!
Awareness alone does " Awareness
not drive sales!
Consideration and preference
precede purchase decisions
Brand marketing works -
especially in B2B!
Use online media to build your
brand and drive sales!
• It’s never been easier to communicate
• Social Media
• 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
• Product launches
• Trade shows
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
Integrated Approach = Superior ROI
Coordinated planning and execution is a must
A Few Words on Social Media…
What the *#@!*?
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)
5 Reasons to Embrace Social Media
4. Effective for Energy Marketing:
Employee relations / culture
Crisis / corporate communications
5. Search Engine Rankings!
Used properly, can produce great
See example on next slide
Case Study: Social Media Drives Search
media, I have 3
of top 4 listings
for “social media
Social Media Pitfalls
Rush to action without a plan
Lack of objectives and measurement
Failing to engage audiences
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?
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?
Sample Report - Buzz Volume Trended
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
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.
Worst and Best Practices in Energy Marketing
Chasing shiny new objects
Listening and Interacting
Holistic / integrated approach
Online represents a signiﬁcant opportunity to:
Build your brand
Improve ROI from budget
Engage and interact
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
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.