Davidson Oil, Flying Star Transport, and Willborn Fuel and Tank Systems

Downstream Petroleum

Downstream petroleum refers to the refining and distributing of petroleum most commonly in the form of gas.

What is downstream petroleum?

1911 1974 1999

Founded by the Willborn brothers as a water storage and tank company for agricultural purposes. In 2012 the company was purchased by Davidson Oil.

Founded as a partner of Davidson Oil.

Founded by Joe Davidson as a downstream petroleum provider.

Willborn Fuel and Tank Systems

Davidson Oil

Flying Star Transport

Background of the company

Build

SupplyDeliverFlying Star Transport delivers fuel to various locations in Texas and in Albuquerque.

Davidson Oil orders and supplies fuel to Amarillo fuel stations.

Willborn Tank and Fuel Systems builds and services fuel systems in Texas, Oklahoma, Colorado, New Mexico, and Kansas.

How the company operates now

Davidson’s mission is to provide peace of mind through seamless energy with a vision of becoming downstream petroleum's most trusted partner.

Found on davidsonoil.com

Mission Statement

Gas Stations

Amarillo

States in the U.S.

Stakeholders

Social medias used

Davidson Oil First tweet: October 2014

Willborn Fuel and Tank SystemsFirst tweet: December 2015

Flying StarFirst tweet: May 2015

9 23

87

119

Followers

Likes

647

404 183 60

Followers

Followers

160

134Unlike their other social media platforms, these two are controlled by one account to represent all three companies.

Linkedin is the company’s fastest growing platform.

Hootsuite

• Post to all social media sites• Monitor interactions

• Monitor site views, engagement, and trends• Compare previous data to current

Google Analytics

Handling Social Media

“The goal we have when posting to social media is to build the brand. Quantifying how much return on investment these platforms bring in is still hard to determine so we focus on the brand.”-John Lutz, VP of marketing/sales

Social media strategy • Consistency is the key focus, with updates to all platforms being similar.• Branding is the main goal for social media platforms.

Who posts • 3 team members on the marketing team• One team member monitors all social media activity.

• Most posts are related to the employees. This helps the public know who is behind the company and who they are dealing with.

What is posted

How much is posted • New posts are made every couple of weeks but interactions with customer’s comments are dealt with as soon as possible.

Social media and how it’s done

Active Campaign Direct

Email

Direct Mail

Outbound Calling

Emails to Customers