Tailoring Your Online Image: Trimming the Excess to Get a Good Social Fit - Brittany Thomas [Energy Digital Summit 2014]

1. Tailoring Your Online Image Trimming the Excess to Get a Good Social Fit Bri;any Thomas Coordinator, External Aﬀairs Cabot Oil & Gas CorporaDon @Bri;_Thomas

2. About Cabot Oil & Gas CorporaDon •  Cabot Oil & Gas Corporation is an independent natural gas producer and a leading developer of the natural gas supply contained in the Marcellus Shale in Pennsylvania. •  Cabot was founded over 125 years ago in western Pennsylvania •  The company came back to Pennsylvania – and specifically to Susquehanna County in 2007

3. CommunicaDon at Cabot •  From 1888 to 2010, Cabot never had a person in a position dedicated to handling community outreach, crisis communications or to act as a designated spokesperson •  Typical approach was to begin operations and let the company’s good work speak for itself •  This mentality lends itself to a very reactive style of communication, which until 2008 was handled by whoever could at the time

4. Deciding to Buy the Suit Or: Determining if Your Company Should Have an Online Presence

5. • Why do you want to have a social media presence? • How are you going to manage your presence? • Do you already have content you can share? • What results ma;er & how will social media help?

6. • Why do you want to have a social media presence? • What is it you hope to accomplish? • How are you going to manage your presence? • Do you already have content you can share? • What results ma;er & how will social media help? •  B2B marketing •  Connect with employees •  Connect with customers •  Use as another way to promote products •  Build grassroots engagement •  Provide an easy way to talk to the public

7. A: • Why do you want to have a social media presence? • What is it you hope to accomplish? • How are you going to manage your presence? • Do you already have content you can share? • What results ma;er & how will social media help? •  We want to tell Cabot’s story •  We want to be as transparent as possible •  We want controllable ways to interact with the public and influencers •  We want to share our story so that our supporters can share it with their circles

8. • Why do you want to have a social media presence? • How are you going to manage your presence? • How are you going to manage your presence? • Do you already have content you can share? • What results ma;er & how will social media help? •  Having an online presence isn’t just a “set it and forget it” deal •  HootSuite, other scheduling options •  It’s called SOCIAL media for a reason •  Two way street of information, discussion and dialogue •  Also take into account negative attention to your accounts and how you will deal with it

9. • Why do you want to have a social media presence? A: • How are you going to manage your presence? • How are you going to manage your presence? • Do you already have content you can share? • What results ma;er & how will social media help? •  Utilize HootSuite, Content Calendar of Post It Notes, Internship program •  Formulate plan to respond in a timely manner •  Do not feed the trolls

10. • How are you going to manage your presence? • Do you already have content you can share? • Do you already have content you can share? • What results ma;er & how will social media help? •  CONTENT IS KING •  Repackage content in bite-sized chunks to send out •  Don’t overlook your website, often has tons of dense information that is good material to focus on •  As you create new materials, be sure to think about how to integrate it to your online presence

11. • How are you going to manage your presence? A • Do you already have content you can share? • Do you already have content you can share? • What results ma;er & how will social media help?

12. • Do you already have content you can share? • What results ma;er & how will social media help? • What results ma;er & how will social media help? •  How will this online presence assist with the company’s goals? •  Which analytics will matter and who will be receiving the reports? •  Social media may be (mostly) free, but your time isn’t – make sure the end result is a good use of time from your company’s perspective

13. • Do you already have content you can share? A • What results ma;er & how will social media help? • What results ma;er & how will social media help? •  Reputation management – addressing rumors, celebrating milestones, getting our story out •  Cost-effective vs. placing advertisements for coverage •  Work-around difficult outlets

14. Tailoring to the Perfect Fit Or: Determining Your Audience and How Best to Reach Them

15. Who do I want to communicate with… LANDOWNERS EMPLOYEES INVESTORS REPORTERS ENVIRONMENTALISTS COMMUNITY MEMBERS STUDENTS SHAREHOLDERS ANGRY PUBLIC ELECTED OFFICALS INDUSTRY MEMBERS CONTRACTORS …and what do they want to know?

16. Forget the one-‐size ﬁts all approach •  Look at the demographics and analytics •  Pintrest •  Banner ads •  Email click through rate •  Time spent on Facebook •  Avoid a shotgun approach •  Again CONTENT IS KING so make sure you are able to keep up with the platforms

17. Find Your Core Supporters •  You have natural allies – find where they are and plan how to engage them •  Let them become evangelists for your company •  84% of customers (public) trust word of mouth recommendations (discussions) •  Online communities are successful because of the QUALITY of members, not QUANTITY

18. Haters Gonna Hate •  It doesn’t matter what your company does, there will always be someone who doesn’t like you •  Have a plan in place for how to deal with online abuse (report it) and how to deal with trolling •  Address actual concerns whenever possible to avoid it from becoming a larger issue

19. Planning ahead •  Change is the only constant – especially in social media •  Migration of younger users to Instagram from FB •  Even if you have no immediate plans to use it, squat on an account name •  @CabotOG on Instagram •  Allows you the option to expand without having to worry about the name being taken

20. Looking Good, Feeling Good Or: SeWng the Stage to Let Your Content Shine

21. The table is set, start feeding them •  Understand the normal frequency of posting for each platform •  New web banners/content once a month? •  Two tweets per day? •  17 Facebook posts per day •  Tailor your content for the platform, there are recommended photo sizes for most. Utilize links to stories or press releases •  Don’t spam anyone

22. Develop a unique & consistent voice •  Not every account has the same tone •  Serious, playful, informative, find your company’s voice •  Personal recommendation: Don’t sound like a robot. No one likes robots.

23. Develop a unique & consistent voice •  Not every account has the same tone •  Serious, playful, informative, find your company’s voice •  Personal recommendation: Don’t sound like a robot. No one likes robots.

24. Embrace interacDons •  Always encourage discussion from the online community •  Interaction between oil & gas companies online •  Utilize multiple allies discussing the same topic or event for more impact – your reach together is greater than your reach individually

25. Embrace interacDons •  Always encourage discussion from the online community •  Interaction between oil & gas companies online •  Utilize multiple allies discussing the same topic or event for more impact – your reach together is greater than your reach individually

26. Make tweaks as you go •  If it’s worth hitting once, it’s worth hitting twice •  Watch your competitors, other industries •  What do YOU want to read about or watch? •  What does your target audience want to read about or watch? •  What is the big issue for my company/industry right now?

27. The Photos are Posted and Man Do I Look…[Good/Bad] Or: EdiDng Your Social Approach to Maximize its EﬀecDveness

28. AnalyDcs for life •  Are you accomplishing your goals? •  What are your audiences finding interesting? Boring? Reacting to negatively? •  Numbers aren’t everything, but they are a good platform to build from •  Also relatively important in the oil and gas world

29. Embrace Change •  Company focus, product lines, management, areas of operations and many other things will change over time – so should your approach to social and digital media •  Work smarter not harder •  Reach out to others in the space •  Keep an eye out for the next Instagram

30. Dry Clean and Repeat Or: Wake Up and Do it All Over Again

31. QuesDons?

32. Thank you! Bri;any Thomas Coordinator, External Aﬀairs Cabot Oil & Gas CorporaDon @Bri;_Thomas Bri;tany.Thomas@CabotOG.com

Tailoring Your Online Image: Trimming the Excess to Get a Good Social Fit - Brittany Thomas [Energy Digital Summit 2014]

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Tailoring Your Online Image: Trimming the Excess to Get a Good Social Fit - Brittany Thomas [Energy Digital Summit 2014]

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