Big B2B E-marketing at Schlumberger – Dealing with the Big Crew Change

Robert SalsmanSchlumberger Marketing CommunicationsHIMA Luncheon, December 2, 2010

The Big Crew Change

204/11/2023

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About Schlumberger

World’s largest oilfield services company, founded in 1926– HQ in Paris France and Houston TX

USD 23 billion in revenue in 2009– USD 800 million spent on R&D

105,000 people of more than 140 nationalities working in approximately 80 countries

Big B2B company with the significant majority of our revenue coming from our top 40 customers

Public Web site: www.slb.com

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Who Is Our On-line Audience? Recruits: Fresh-out and Mid Career Investors & Stock Analysts Suppliers, Media, Researchers, Students, etc.

Current & Potential Customers– Significant % of revenue from top customers• Decades-long relationships in some cases• Our sales efforts are generally account-focused

– Decision makers are senior engineers, scientists & managers– Rigid infrastructure and restrictive internet policies– Big $ contracts

What on-line channels should we use?

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2009 Customer Survey

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2009 Customer Survey – Over 50

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2009 Customer Survey – Over 40

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2009 Customer Survey – Over 30

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2009 Customer Survey – Under 30

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What are our customers most interested in?

Please rank the information you most value on SLB.com:1. Case studies, technical articles, and papers2. Product and service catalogs, and technical specifications3. New Schlumberger technology notifications4. Oilfield Glossary or Curve Mnemonic Dictionary5. Oilfield Review

This is highly technical content, requiring much effort. Do we have cycles left for anything else?

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Social Media

Wikipedia: “Social media [includes] Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking….According to Kaplan and Haenlein there are six different types of social media: collaborative projects, blogs and microblogs, content communities, social networking sites, virtual game worlds, and virtual communities.”

Facebook, LinkedIn, Twitter, YouTube, FourSquare, Groupon, etc., etc.

Orkut is number 1 in India and Brazil. Youtube & Facebook are blocked in China.

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Social Media Caveats for Big B2B Marketing

Moderating blogs, Facebook, Youtube, LinkedIn can be a high maintenance activity.

Social media is the realm of headhunters and hidden agendas.

If you maintain an “official” Social media presence, you must be prepared to respond officially when things go bad.

13 RAYSNov 8, 2007

Nestle Kit Kat Video

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Areva Dialogue Space

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On-line Marketing for Schlumberger Social Media is in exploration phase, for now.

– Expert blogs & Twitter, “Frozen” Facebook pages, LinkedIn for Recruiting

– Closely monitored– Corporate policy and employee education– Controlled social space, e.g. SocialGo.

Primary focus remains our public Web site, SEO, and E-mail and Search marketing. – More to gain from these “old” on-line channels. – Pressing issue is the explosion of public Web sites• Smith International brought in 30 new ones

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Social Media for Big B2B Marketing

But of course we must evolve. With the ascendance of the “Always-On” generation, on-line interaction will accelerate.– “By 2020, the prevailing business model for corporate Web sites will be for customers to

manage a large part of what they experience and the information they receive, and for the design of interactions to accommodate their interaction styles.”A Framework for Creating the Future Customer-Centric Web Gartner, 02 Feb 2009

Change will be gradual over the next few years This is not a technical issue. We must provide an on-line

organization for our customers.

Big B2B E-marketing at Schlumberger – Dealing with the Big Crew Change

Robert SalsmanSchlumberger Marketing CommunicationsHIMA Luncheon, December 2, 2010