Global Social Channels

@EDS_Houston

Moderated by Deven Nongbri,

VP, Digital, Edelman

Houston, TX

@dnongbri

 

#EDSHouston

@EDS_Houston

Managing Facebook

Preventing a Social Media Crisis

@JustJaymie

Facebook is not dead

Energy companies are using Facebook today for:

•  Recruitment

•  Employee engagement

•  Executive communications

•  Community engagement

•  Marketing/brand awareness

•  Increased SEO (visibility on the Web)

•  Crisis Communications

@JustJaymie

Don’t create your own crisis

@JustJaymie

@JustJaymie

Anyone could be “that person”

“When  pos*ng  on  social  media,  people  o3en  fail  to  acknowledge  the  *ny  but  very  important  difference  between  the  things  you  think  inside  your  head  and  the  things  you  think  and  then  say  and  then  share  with  millions  of  other  people,  which  happens  outside  your  head.”  –  Bri*sh  journalist  Emily  Jupp  about  the  incident  

“A  new,  over-­‐enthusias*c  member  of  our  support  team  made  an  honest  but  misguided  mistake  and  clearly  stepped  over  the  line.“  –  Luton  Airport  spokesperson    

@JustJaymie

Be proactive

1.  Do  you  use  a  social  media  management  tool?  2.  Audit  Facebook  &  secure  your  sites  3.  Implement  workflows  4.  Never  post  directly  to  your  pages  5.  Train  your  people  

@JustJaymie

Common management tool

features

•   Workflows  •   Permissions  •   Timed  posts  •   Assign  posts  •   Targeted  posts  •   Roles  •   Monitoring  •   Metrics/analy*cs  •   Manage  mul*ple  users      

@JustJaymie

It could happen to you

•  Without  processes/tools  you  are  at  risk  during  a  crisis  •  Without  processes/tools  you  could  create  your  own  

crisis  •  Secure  your  accounts  &  eliminate  cluZer    (delete  

Facebook  pages  you  don’t  use)  

@JustJaymie

Twitter 101 for Energy:

What it is, why it matters,

and how to get started with it

@JenPearsall

What is Twitter? And why do I, or

my business, need it? Twitter is a social media platform made up of 140

character microblogs, or tweets. So why do you

need it?

Connect with customers, media and influencers

Get and share news

Understand what people are saying

about you and the industry

Humanize your brand!

@JenPearsall

For those of you not familiar…

@JenPearsall

So How is Relevant for ME?

1.  GET INFORMED. National, international and

industry news doesn’t break in the newspaper, on

TV or even on news webpages. It breaks on Twitter.

2.  CONNECT. Connect and engage in conversations

with like-minded individuals – think media,

industry influencers, possible customers, etc.

3.  LISTEN. What are people saying about you? What

are they saying and thinking about your

competitors? What is happening in the industry

that you need be aware of? How can you insert

your voice into the conversations already

happening?

@JenPearsall

Five Quick Ways to Get Started

1.  Understand who you are.

2.  Start a feed. To use Twitter, you have to have a

Twitter account. J

3. Get a quick Twitter usage education. Visit http://

bit.ly/EDSTwitter101

4.  Connect with the right accounts.

5.  Engage. Don’t sit on the sidelines – engage!

@JenPearsall

PINTEREST & INSTAGRAM

COMMERCIAL VS ARTISTIC

Joel Tarver

Senior Manager Digital Marketing

Baker Hughes

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Bruce  Hillegeist,    President  of  Greater  Tomball  Area  Chamber  of  Commerce  

Gretchen  Fagan  Mayor  of  Tomball  

18  

22  

BHI Company Confidential - Not for Distribution

© 2013 Baker Hughes Incorporated. All Rights Reserved.

BHI Company Confidential - Not for Distribution

BHI Company Confidential - Not for Distribution

25  

BHI Company Confidential - Not for Distribution

© 2013 Baker Hughes Incorporated. All Rights Reserved.

Patent  Pending.  Copyright  2014  Baker  Hughes  All  rights  reserved.  

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Learning from

LinkedIn

@NelsonRodriguez

Why do people use it?

What does it do well?

Assessing a Channel

@NelsonRodriguez

Goal: Acquire new contacts within existing clients

Method: LinkedIn display ads and InMails (CPM based)

Message: Your colleagues rely on us for great talent, you should too.

(DR)

Targeting:

•  Company names (top 40 companies)

•  Job titles + seniority (hiring managers and up)

•  Location (US, FR, UK, NL)

Lead Acquisition Campaign

@NelsonRodriguez

Results:

•  1 lead

•  Cost per lead was 100X higher than goal

Lead Acquisition Campaign

@NelsonRodriguez

Lead Acquisition Campaign

@NelsonRodriguez

Goal: Generate sign ups for our free online courses

Method: LinkedIn display ads (CPM based)

Message: The skills gap is real, and we can help. (Content)

Targeting:

•  Relevant active professional groups

Gymnasium Campaign

@NelsonRodriguez

Results

•  Hundreds of leads

•  Our CPL is 30% lower than our average CPL from paid media.

Gymnasium Campaign

@NelsonRodriguez

Gymnasium Campaign

@NelsonRodriguez

Goal: Micro-conversion (newsletter sign-ups, blog subscribers)

Method: LinkedIn Sponsored Updates (CPC based)

Message: Hiring is painful, but doesn’t have to be. (Content)

Targeting:

•  Company names (top 40 companies)

•  Job titles + seniority (hiring managers and up)

•  Location (US, FR, UK, NL)

•  Relevant active professional groups

Next: Content Campaign

@NelsonRodriguez

Assessing a Channel

Why do people use it?

What does it do well?

@NelsonRodriguez

Why do people use LinkedIn?

•  Researching a job/candidate

•  Researching a client/sales person

•  Spying on people

•  Career Advancement

What does it do well?

•  Highly targeted by industry, employer, interest

•  Industry-related content

Assessing a Channel

@NelsonRodriguez

Questions

Tweet questions to @dnongbri with #EDSHouston

#EDSHouston

@EDS_Houston

@EDS_Houston