When you look at the state of your business with an eye to making it grow, one of the tools used is the S.W.O.T. analysis. “S.W.O.T.” stands for business strengths, weaknesses, opportunities and threats. A lot of the data that informs a SWOT analysis comes from looking outside of your own company to get a picture of the industry landscape.
In this report, we took a look around the oil and gas industry in Oklahoma, and gathered some data for you. We researched a few high profile companies within the oil and gas sector to see what they are doing with their digital marketing. Then, we put together a list that highlights some of their online marketing strengths. The results can shape your marketing decisions and help your business grow. Review the list. Compare your own website and social media presence to what they’ve done well. I believe the highlights will spark ideas for you.
Overall, we hope this report serves as a source of good information. Their digital prowess can spark ideas that bring opportunities so your business can flourish. Take what they’ve done and build on it. Make it even better. Differentiate and position your company as unique. Benchmark your business against others in the industry. Identify where you are shining and where you have room to improve. Then get after it.
OK Energy Media (OK-EM) conducted an analysis on the digital footprint of four well-known oil and gas players working in the SCOOP/STACK. We wanted to round up the best and freshest ideas they used. Then, we served up (see below, on this page) a list of their practices so you can consider them and perhaps apply some of them to your own marketing efforts. We looked at the websites and social media of these companies:
- Devon Energy
- Chesapeake Energy
- Encana Corporation
- Bison Oilfield Services
Narrowing the list, we set out to discover what are some of the key things each of these four companies were doing best with their digital marketing.
First, we examined their websites, content, and website features. This list includes features and functionality that most oil patch companies would find beneficial to adopt as part of their digital web presence.
Next, we turned our attention to their practices on social media. OK-EM combined the results from the study into a single report. By opening a portal into some of Oklahoma’s most profitable energy companies, we found one thing to be most certain: the oil and gas industry is ripe for digitization!
- Careers – A call to join the community – Made evident through the various discussions on the careers pages, Devon really gave you a sense of who they are as a company, the fulfillment their employees have found from working with them, and the difference each employee feels they are making on a local and global scale through their work. Instead of simply listing the jobs available at Devon, this approach truly made you want to be part of their organization, an invaluable tool. Instead of trying to sell recruits on an open job position, Devon sold their company to anyone looking for a position.
- Interactive Operations Map – In the United States, Devon’s operations are focused in four core oil producing areas: the STACK, the Delaware Basin, the Eagle Ford, and the Rockies. When one clicks on the map, he is taken to a web page that talks specifically about the production, reserves, and capital investment for that area of the company’s operation. One other key feature is the integration of a link that encourages people to learn more about jobs available in that area.
- Infographics for Data – Tracking data is important when it comes to production, growth, sustainability, safety, and such. However, presenting numbers in a table can be troublesome to read online, particularly on a mobile device. Devon takes the opportunity to present some of their data in an infographic that highlights the most important data points in an easy-to-understand infographic. Colors and pictures help support and communicate your message in an eye-catching presentation.
Social Media: This is our starting place for talking about social media because they are one of the few oil and gas companies doing it right. Devon’s active Facebook page posts a dozen times a week with content heavily focused on community involvement and education. Keeping their followers informed about Devon-related news, they maintain a primary focus on people. They are a good example to follow for social media marketing.
Click to enlarge examples from Devon's digital marketing.
- Careers – How You’ll Grow – As part of their large career enticement section of their website, Chesapeake invests several pages, much like Devon, in promoting the company to potential job applicants. In addition to an explanation of their employee benefits packages, they also devote web real estate to company culture and growth opportunities. For example, potential hires may be intrigued by the generous tuition reimbursement programs, as well as training paths for contributors and leadership position seekers.
- Safety – Chesapeake devotes six pages to educating readers about their goal to foster a culture of safety. From individuals in the patch to drivers to those on campus, they share the same goal and accountability. It works! In 2017, Chesapeake’s safety record improved to the best employee safety performance in company history.
- Responsibility – The company’s values include a high premium placed on responsibility. For Chesapeake, responsibility extends beyond HSE and other internal matters. This business sees itself as having a stake in and an obligation to, its environment, its communities, its suppliers, its customers, and more. If you state pro-actively your commitment to others not immediately connected to you, you can earn valuable goodwill and foster a feeling of loyalty and appreciation.
- Press & Presentations – Taking advantage of newsworthy developments in their company, Chesapeake has pages upon pages of press releases to inform the public of changes as they unfold. Likewise, they provide easy access to beautiful presentations that relate the latest Chesapeake news via slides that are not just viewable online but available for download.
Social Media: LinkedIn
On social media, you will find Chesapeake posts several times each month about community involvement, community education, and company achievements. Many of the achievements focus on individuals who receive recognition as an excellent examples of the company values.
Click to enlarge examples from Chesapeake's digital marketing.
- Corporate Presentations – Encana posts their corporate presentations online. This is a good way to keep the public informed. Like other publicly traded companies, Encana must be public with its performance data. But doing so, whether it is required or not, amounts to transparency and makes more information readily available to all. It amounts to more content, and content is the lifeblood of a website. Besides financial reportage, other company data can do similar service for you. For instance, if you create slide shows for trade shows or other events, post them online to extend the life of the content.
- Visuals – Using imagery and diagrams can turn an average “About Us” message into an interesting and engaging page. Don’t be hesitant to include maps, icons, and other visual representations of your company. These illustrations evoke a stronger appeal than words alone.
- Our Stories – Encana understands the value of a blog. They add fresh content to their website on a regular basis. And, you’ll find their blog, which is labeled “Stories,” is a balanced blend of people stories, environmental safety, company culture, and operations. It is a nice variety of readable content, and informative news.
- Awards – Proudly present your company’s awards on the website. Long after the award is received, you will continue to receive value from the recognition by making them viewable online.
Social Media: Twitter
Encana has developed a very good following on news-centric Twitter. In their frequent postings, they keep their profile positive with messages of corporate responsibility, sustainability, oil and gas news, and operations performance.
Click to enlarge examples from Encana's digital marketing.
- Safety – Indicative of their company’s values, Bison utilizes both in-house and third party Health, Safety, & Environment training programs. Bison ensures that their employees are always equipped with the skills, the tools, and the experience to get the job done and get home safe.
- Map – Bison’s locations map is a handy tool for website visitors. Integrating a Google map with pin-drops for each of their yard locations, Bison also has a directory-type listing below the map that displays the yard’s address.
Social Media: Instagram
Bison is one of the few oil and gas related companies to utilize Instagram as part of their marketing package. It is a smart move because so many millennials (which is over 1/3 of the oil and gas workforce), troll Instagram more frequently than Facebook. So, if you are considering social media for your company, you could join Bison and quickly become a leader on Instagram for oil and gas. And, leading is good!
Click to enlarge examples from Bison's digital marketing.
The compiled list of website highlights:
- Career-related pages
- Map of locations where there are job openings
- Community profiles where jobs are open
- Testimonies of current employees
- “How You’ll Grow” – opportunties for employee development
- Company benefits
- Business-related pages
- Operations maps
- Business strategy – Mission & Vision
- Performance stats
- Values-related pages
- Core values
- Health & Safety
- Customer Care
- News-related pages
- News articles
- Press releases
- Blog articles
- Community culture
- Community involvement
- Education events
- Company events
- People recognition
- Personal profiles
The compiled list of social media highlights:
Facebook, LinkedIn, Twitter, & Instagram
- Frequent posting
- Company events
- Company news
- Industry-related articles
- Encourage engagement
- Be a part of the conversations
- Comment / respond
- Frequent posting
We hope you let some of the examples of digital marketing done well will inspire you. These players in the SCOOP/STACK apply marketing mojo to deliver good content and a good user experience. Take some of their ideas and apply them to improve your online presence. Then, you will find your company will not only grow, but thrive.
Technology is everywhere. We have our Netflix, GPSs and even cameras on our doorbells. We have DVRs to fast forward through commercials and satellite radio so we don’t have to listen to radio announcements. We only pick up a magazine or a newspaper if we are waiting at the doctor’s office or barber shop.
And, when it comes to websites, we are so adept at online surfing, we’ve fully trained our minds to tune out website banners completely.
It’s your job to figure out how to get your phone to ring. For weeks you have been trying to figure this out. You lean forward and tap your keyboard to wake up your computer. “Maybe I’ll just Google it.”
Getting a website to show up on Google search results is a lifeline to any business today. As we visit with folks in the industry, we hear a couple of common refrains. First, there’s a shortage in the workforce in O&G. On top of that, your good guys get poached. You lose ’em because they are hired away by your competition.