"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.

1. Online Marketing in the Energy Industry
August 2009
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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
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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
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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.
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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!
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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!
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7. Here’s One Approach…
???
Mobile
Apps
Display
Video
Blog
Site Usability
Social
Search
Email
However, silos work best on farms
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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
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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!
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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
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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  $$$
 Some % who show Intent will buy or recommend
 Do the math and apply across each set of actions
 Use common sense to normalize results
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12. Execution: Build On Your Foundation
Focus on objectives,
not the Medium
???
Interaction
Integration
Site Usability
Branding
Corp Comm.
Business "
Research
Strategy
Metrics
Case
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13. Site Usability / Marketing Effectiveness
• Make it easy and intuitive
to navigate
• Minimize steps to finding
what they need
• Make it engaging
• Use words your customers
understand
• Tell your story!
Your site shapes your Brand. "
Make a good impression!
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14. Online Branding
Awareness alone does " Awareness
not drive sales!
Consideration
Consideration and preference
precede purchase decisions
Preference
Brand marketing works -
especially in B2B!
Decision
$$$
Use online media to build your
brand and drive sales!
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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
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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
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17. Integrated Approach = Superior ROI
Integrated
Program
Coordinated planning and execution is a must
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18. A Few Words on Social Media…
What the *#@!*?
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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)
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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
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21. Case Study: Social Media Drives Search
Using social
media, I have 3
of top 4 listings
for “social media
business case”
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22. Social Media Pitfalls
Rush to action without a plan
Lack of objectives and measurement
Failing to engage audiences
Limited Reach
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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?
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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?
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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
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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.
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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
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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
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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.
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