bp & social media: becoming an agile enterprise by mark salt of bp #smlondon
TRANSCRIPT
BP & social media: Becoming an agile enterprise
Mark Salt
Who we are Where we were
Our journey
Developing & extracting
Finding
Transporting & trading
Manufacturing & marketing
Social media journey
2006 - 2009 Awareness
Social media journey
2006 - 2009
2010 - 2011
Reactive to news
Awareness
2009 - 2011
USA
Germany
Social media journey
2006 - 2009
2010 - 2011
Reactive to news
Awareness
2012
Proactive brand content
2012
USA
Press Germany
Trinidad &
Tobago
Social media journey
2006 - 2009
2013 ->
2012
2010 - 2011
Reactive to news
Awareness
Proactive brand content
Proactive business content
BP is a “social business“ The vision
Use social media to drive advocacy and engagement at scale
The strategy
Simple, proactive and useful
The principles
Simple, proactive and useful Selective where, who and how to engage
The principles
Simple, proactive and useful Selective where, who and how to engage Empower our experts
The principles
Centralise
Australia
Indonesia
2015 plan
Press UK
Global Careers
Alaska
Middle East India
Germany
Trinidad &
Tobago
USA
Australia
Indonesia
Alaska
India
Middle East Germany
Trinidad &
Tobago
USA
Hub and spoke
Press Global
Careers
UK
Streamline
Streamlined process Listen
Publish
Interact
Analyse
Standard tools
Monitor
Create/curate
Govern
Social media policy Speak for yourself
Follow the law
Don't pretend to be someone else
Be professional
Don't overshare
Set it up right
Manage it right
Awareness training Quizzes
Facts
Videos
Examples
Analyse
That which informs. That from which knowledge can be derived.
The definition of information
1. Data is only a tool
2. There is so much data
3. Data needs an application
Key measurement objectives
Campaign
Channel Health
Individual post
Find us