energy industry - october 2014
TRANSCRIPT
PRESENTACIÓN JULIO 2014
Special ReportTop 10 Energy Companies
on Social Media
October 2014
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Target
The purpose of this report is to compare the global social media profiles of the 10 most successful Energy Companies. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Energy Companies
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Top 10 Energy Industry's KPIs - October 2014
Industry's Unique
Audience:8,098,8228,098,822
Average # of Posts:
1818
Average Engagement Rate (ER) per
Post:467467
Industry's Unique
Audience:647,107647,107
Average # of Posts:
6060
Average Engagement Rate (ER) per
Post:1111
Industry's Unique
Audience:77,01877,018
Average # of Posts:
1010
Average Engagement Rate (ER) per
Post:17,50117,501
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Top 10 Energy Companies - Benchmark:Source Alianzo Analytics
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Facebook is the most important social network for Energy Marketers
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● ExxonMobil does not have a global profile.
AUDIENCE
● This industry brings together 8 million potential buyers (among the top 10 companies). MARVELOUS! ● Shell gathers 66% of the audience, marking a big gap with respect to the other leading companies. MORE THAN A HALF OF
THE AUDIENCE!● EDF, GDF Suez and Duke Energy are the profiles that present the highest rate of women among their fans (almost 50%).
TAKE CARE OF THEM!
CONTENT
● Energy Companies are very active in generating content on their profiles, with an average of 18 posts/month. LESS THAN ONE PER DAY!
● Chevron stands out as the most active company, 2.2 times higher than the industry average.● These companies publish specific content about: the corporation, production, enviromental care, energy tips
and sponsorship. INTERESTING, RIGHT?
ENGAGEMENT
● The average industry engagement is 9,967 interactions per month, meaning the number of interactions the users make per month.
● Petrobras achieves the best engagement per month (53,068 interactions/month). This engagement is 5.3 times higher than the industry's average engagement rate. WONDERFUL!
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● The main countries for the two leading brands (Shell and Petrobras) are Brazil and the United States. Peru and India also stand out.
● The average fan is an American male.● These two companies published specific content about: corporate news, F1 and features of their works.
Brazil and the United States are the countries where the main audience is
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Videos and links achieve the best engagement results
1. Petrobras (119,201 interactions)
3. Chevron (1,411 interactions)
4. Duke Energy (415 interactions)
2. Shell (5,400 interactions)
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AUDIENCE
The Best Facebook Energy Companies – October 2014
ENGAGEMENT
INTERACTIONS /MONTH
INTERACTIONS /
CONTENT
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CONTENT
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Top 10 Energy Companies - Benchmark: Source Alianzo Analytics
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Energy Companies use Twitter as their corporate network. It is used to give corporate information
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AUDIENCE
● 647,107 is the unique audience that the Energy Industry reaches with the top 10 Energy Companies. ● Shell and Chevron bring together 69% of the audience, marking a distance with other leading companies.
THEY HAVE THE POWER!
CONTENT
● All the companies post everyday an average of 2 tweets.● Chevron is the most active company with 7 tweets per day. TRIPLES THE AVERAGE RATE! ● In general, the companies talk about their corporate information, production and enviromental innovation.
ENGAGEMENT
● The average engagement content is 647,107 interactions/month. This data indicates the numberof interactions done by users per month.
● In this case, having the highest engagement rate per month (Shell) is related to popularity, being the most popular company.
● Chevron has the best engagement/month, and also is the most active one on Twitter. WELL DONE CHEVRON!
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The most used type of content are Photos of people working
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1. Petrobras (402 interactions)
3. Chevron ( 61 interactions)
4. ExxonMobile (55 interactions)
2. Shell (73 interactions)
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AUDIENCE
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ENGAGEMENT
INTERACTION /MONTH
INTERACTION /
CONTENT
Best Twitter Energy Companies – October 2014
CONTENT
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Top 10 Energy Companies - Benchmark: Source Alianzo Analytics
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Youtube is the online TV for Energy Companies
AUDIENCE
● The unique audience reached by the top 10 Energy Companies is 77,018 unique users. ● Shell is the brand that has the biggest audience, the 30,38% (23,401 subscribers) of the total unique users.
SHELL IS THE LEADER! GOOD NEWS FOR THEM!
CONTENT
● The total content generated per month on YouTube is almost 10 videos. ● There are companies like Enel, that upload almost a video per day. They published 24 videos.
FANTASTIC JOB ENEL! ● Enel video contents are about: spots, X Factor (TV Show of singers), events and 'Efficientology'.
DIFFERENT TOPICS!
ENGAGEMENT
● The average engagement content is 77,018 interactions per month, which means the number of interactions done by users per month.
● Petrobras gets 9.6 times higher engagement per month than the industry average. AWESOME!● Petrobras talks about spots, tutorials of how to use a product and F1.
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Corporate and sponsorship are the most viewed type of videos
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1. Petrobras (863,466 views) 2. Shell (17,348 views)
3. GDF Suez (629 views) 4. Enel (570 views)
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AUDIENCE
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ENGAGEMENT
INTERACTION /MONTH
INTERACTION /
CONTENT
The Best Youtube Energy Companies – October 2014
CONTENT
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● Facebook is the most important social network for the Energy Industry with 8 million unique users. ● Shell owns the 66% of the total audience but does not achieve the best engagement (Petrobras).● Although brands generate less than one content per day, the average engagement is high (9,967 interactions/month). ● These companies publish specific content about: corporate news, enviromental care, production, energy tips and
sponsorship activities.
● Energy Companies use Twitter as their corporate information network with an audience of 647,107 unique users.● Shell and Chevron bring together 66% of the total unique audience.● Companies publish an average of 2 tweets per day. ● Shell achieved the best engagement with its content. Talking about corporate news, production and innovation.
● Youtube is the online TV for the Energy Companies.● Shell is the Energy Company that gets the highest audience (33%). ● Enel is the one that uploads more videos (24). Nevertheless, it is not the one company achieving the highest engagement
with its content.● Corporate and sponsorship related videos are the ones getting the highest engagement.
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Conclusions
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There are differences between the content strategy of Electric and Oil companies.
Slideshare becomes vey important for Energy Companies. Shell, Chevron, Petrobras, Iberdrola and Enel use it. It helps them to show financial results and other corporate information to their stakeholders.
Shell tries to show innovation through photographs on Instagram.
Energy companies use hashtags related to energy.
Petrobras has the best profile on Google Plus with more than 700,000 followers.
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BAD PRACTICES
ExxonMobil does not have a global profile on Facebook. Remember that Facebook has 8 million unique users!
Using a corporate blog is not an extensive practice among this kind of companies.
50% of the companies have a profile on Slideshare, why the other companies do not?
GOOD PRACTICES
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METHODOLOGY
Analysed Period: From 10/11/2014 to 11/11/2014 (1 month)
CriteriaThe brand profiles choosed for the analysis, have been those that have a global appearance (meaning that they do not refer to a specific country) and use English as their main language.
Sources-http://www.statista.com/statistics/263424/the-largest-energy-utility-companies-worldwide-based-on-market-value/-http://www.mbaskool.com/fun-corner/top-brand-lists/7571-top-10-oil-and-gas-companies-of-the-world-2013.html?start=9- www.alianzo.com
'Alianzo Rank''Alianzo Analytics'
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12 Social Networks all in one tool
