Social CRM at

• BP is attempting to show themselves in a more positive light without having to continually apologize for “past events”.

• With a successful implementation of a “Social CRM Strategy”, BP can repair their reputation and relationships with consumers and the communities they do business in.

Social Stack

Identity

“BP is one of the world's leading international oil and gas companies, providing its customers with fuel for transportation, energy for heat and light, retail services and petrochemicals products for everyday items.”

Social Stack Continued…

Values

Progression – “We believe in the principle of mutual advantage and build productive relationships with each other, our partners and our customers.”

Responsibility – “We are committed to the safety and development of our people and the communities and societies in which we operate. We aim for no accidents, no harm to people and no damage to the environment.”

Innovation – “We push boundaries today and create tomorrow´s breakthroughs through our people and technology.”

Performance Driven – “We deliver on our promises through continuous improvement and safe, reliable operations.”

Social Stack Continued…

Objects

BP will start a blog (content marketing) and provide content based off each of these values.

Progression - Posts will highlight/educate people on how to build productive relationships with their peers, business partners, and customers. A how-to guide for all people and business owners.

Responsibility - Posts will educate people how they can recycle and reuse, tips to make households, cars, businesses more environmentally sound (and save money in the long run), tips how to clean up chemical spills at home and in the office, proper disposal and recycling of various items, chemicals, etc.

Innovation - Posts will highlight new and upcoming products/services/advances in technology that can benefit the average consumer and business owner.

Performance Driven - Posts will educate people on improvement of self, businesses, etc.

There will be 2-5 posts per week with encouragement/call-to-action in each to entice engagement, will include photo/video. These will be posted to BP’s Twitter and Facebook.

Each post will have a “share” button so people can easily share the posts on the social network of their choice.

Those who comment will be able to sign into the blogroll via FB or by providing a name and email.

Social Media Tools

Facebook & Twitter

BP will regularly post to these outlets and actively “listen” the way Comcast does.

They will post and re-tweet related articles/news/events in their industry with a question or comment to encourage engagement.

They will have a weekly plan so that their audience has something to expect/look forward to each day of the week.

Social Media Tools Continued…

Monday Monkeyboard - A joke or riddle to ask the audience. Anyone who answers correctly should get a small prize (gas coupon, etc.) (a monkeyboard is actually a platform about midway up an oil derrick where the derrick man works and racks pipe).  

Tuesday Tip of the Week: A quick tip to make a specific item more sustainable or environmentally friendly, or something relating to recycling.

Wednesday Wonders: Ask the audience a question that only requires a one, two, or three word answer. This can be about almost anything - could relate to holiday, season, pop-culture, newsworthy event, environment, etc. Ex: (if there was an expected big storm) “When you stock up on bottled water for the storm, do you look for a specific brand? Which one?”

Continue with days of the week....

These types of plans tend to encourage engagement, build community, and increase brand likability.

Social Media Tools Continued…

Foursquare & Facebook Places Reward customers for checking into BP stations based

on amount of check-ins with discounts, free gas, etc. Require sharing on twitter with specific hashtag (i.e. #bpstation).

Webinars & Twitter Chats Based on various topics, perhaps relating to blogs

posted that week or whatever the audience wants to talk about.

Could crowdsource using Facebook questions for topics. #BPchat

WEEKLY TWITTER DISCUSSIONS ON BP’s LASTEST BLOG POST

Building Awareness and Community

Coastal Cleanups Sponsored by BP Fun and engaging with a sand castle contest Would utilize social networks for voting

College Campus Street Teams Street teams used to promote environmental

sustainability through BP-sponsored events

Rewards for College Students Gas cards for students who receive good grades

Experience Economy

BP Experience Rest Stops“Connecting the World, One Experience at a Time”

Expand/Build experience rest stops at major rest stops. Emphasize uniqueness- “The rest stop you don’t mind stopping at.”

An indoor garden/relaxation area where people can get a coffee/drink/snack/etc. and either stretch their legs, relax on comfy furniture or massage chairs, do some work on their laptop (FREE wifi), or explore the educational “jungle”.

There will also be a fun photo booth in the “jungle” where people can automatically upload their photos to their Facebook or other social networks. As part of the “Jungle” there will be a digital map, showing the location and tracking of

other people within the rest stop.

All rest stops will be connected via video connection (at a particular spot within the jungle - so you can choose whether to be part of the feed or not), rest stoppers can chat with other people wherever there are rest stops throughout the world.

Mobility

Mobile Apps An app that locates BP stations.

Would also allow people to find other “Street Teams” and allow them to connect for community clean ups.

Location/Photo/Tweet Campaign (Once every 3-4 months)

Where is the BP prize truck? The trucks will be environmentally sound - run on

vegetable oil, solar power, or something creative and innovative INNOVATION is a BP value!

Mobility Continued…

Trucks will be in locations all over the United States

Each specific “Prize truck” will tweet their exact location

Prize trucks will go to different spots around major cities (larger and small - don’t want to leave out Portland, ME) for 1 week, tweeting their various locations.

Trucks will stay in said spots for an allotted amount of time (1/2 hour) where they will have a “street team” handing out BP branded swag such as t-shirts, Frisbees, mini gas cards, etc.

Mobility Continued…

Contestants must take a photo of truck and mobile upload tweet with exact location with contest hashtag Each city will have unique tag (i.e. -#BPprizetruckNY) Contestants must do so in order to be entered into the contest

The more times they see and photograph the truck - the more times they are entered into the drawing (one photo per location of same truck).

BP will choose one winner from each city at random to win something cool i.e.- 6 months or 1 year worth of free BP gas, snowboard, iPad, etc.

Winners able to choose from a number of prizes

BP to partner with companies for other prizes that they cannot offer themselves. A joint advertising campaign, if you will.

Mobility Continued…

QR Code Scavenger Hunt

Once a year - set up hunt in a different city each time

Set up similar to a road race, bar crawl, etc.

Contestants must register Registration fee goes toward an environmental charity and a BP-sponsored tee to be

worn during the hunt, and grab bag to be picked up at first location.

Tweet out first QR Code with a hint of first location Have a few first locations so people are not all going to one place - the number of their

location can be given at the time of online registration).

After this original tweet, contestants will be DISCOURAGED to Tweet/Facebook post their location in order for other locations to remain “secret” to other players (unless they really want to help out their competitors). BP will be behind the scenes constantly engaging the contestants via twitter, and

actively “listening” to offer additional hints when asked.

Mobility Continued…

Each QR code will provide a hint to next location.

Have 20-25 codes total if located in small, easy-to-navigate cities. Less if in large, more travel time needed cities. If these codes are placed in a business, partner with business to offer contestants deals: Bar/restaurant - drink specials. Any kind of retail store - discounted prices.

Grand prize will be a lifetime worth of free gas (or BP product of choice)!    

Social CRM’s Positive Impact

Paul Greenberg’s definition: “engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.”

The initiatives planned “give the keys” to the customer after a realization of the power of social CRM. The CSR, mobility and experience concepts will positively change the way customers view BP, and a TBL mindset will benefit the firm economically, socially, and environmentally:

Profit People

Planet