social media analysis - oil industry

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Social Media Analysis

Cruz, De Leon, Reyno, Tan, Vitales

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FacebookFan Page Analysis

• Caltex Global does not have a Facebook but it does have localized versions for each.

• The Caltex brand, on a global level, is promoted through SuperStrikas FB portal where the cartoon version is shown on chosen countries worldwide.

SEAOIL CALTEX PH CHEVRON

URL http://www.facebook.com/SEAOIL

http://www.facebook.com/CaltexPhilippines

http://www.facebook.com/Chevron

Total # of Fans 807 20,122 82,386

Default Landing Page Wall Wall (FBML)We Agree. Do You?

Info Tab Year founded, Location, About, Company overview, Awards, Products, Contact Details, Website, Likes

Company info and overview, mission, community guidelines, promos,

Year Founded, About, Company Overview, Mission, Website, Likes

Frequency of PostModerate (max 3 times a week)

3 times a week, but the third party “engagers” post everyday.

Monday to Friday

Fans Can Post on Wall? Yes

YES Yes

Potential Page Value: $8,716 $ 217, 318 $45,954

Current Page Value: $1,598$ 65,195 $12,254

Engagement Rate 10.78% 1.49% 5.19%

Type of Posts:company announcements, links to blog, videos, sales promo

Promos, pride announcements, trivias, photo uploads encouraged. Company announcements, CSR

activities

Posts actively monitored? Yes

YES No

Facebook Analysis

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TwitterAnalysis

Twitter AnalysisSEAOIL CALTEX CHEVRON

URL twitter.com/SEAOILnews http://twitter.com/CaltexPH twitter.com/ChevronFollowers 28 65 12,067

Following 5 32 252

Tweet Types News, sales promo, company announcements

News, company announcements

Company Announcements, CSR Activities/Updates

Frequency of Posts Moderate (Max 5 times a week)

Moderate (Max 7 times a week)

Daily

TweetReach 0 people 286 people (5tweets) 271,631 people (50tweets)

Retweet Rank 879,443 879,400 111,524

Follower Growth Rate Average 1.86 per day Average 4.33 per day Average 38 per day

Social Mention:

Strength 1% 2% 28%Passion 52% 40% 18%

Sentiment Neutral 5:0 1:1Reach 11% 6% 49%

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YoutubeAnalysis

Youtube AnalysisCHEVRON

URL http://www.youtube.com/chevronChannel Views 228,953Subscribers

687Most Viewed Video “How to Play Chevron’s EnergyVille”

Video URL http://youtu.be/rb2gqi287j4

Total Views 124,355

Total Comments 193Top Rated “Building the Giant Agbami FPSO Vessel – Chevron

Human Energy Stories”

Video URL http://youtu.be/dDWuL-VcuzY

Total Views 19,913

Total Comments 3

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How Sociable?

Sea Oil

Caltex

Chevron

Petron

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Suggested Social Media Initiatives

Petron

Suggested Initiatives Create the following accounts:

Twitter Facebook Fan Page Youtube account Vimeo Flickr

Content depends on Petron’s goals and objectives. They can target two major audience: Investors Activists