marathon petroleum corporation final digital strategy presentation
DESCRIPTION
TRANSCRIPT
JENNA CHABOT12/03/12
NEW MEDIA DRIVERS LICENSE
MARATHON PETROLEUM
CORPORATION
Marathon Petroleum Corporation, founded in 1887, owns Marathon Oil Corporation, Marathon Pipe Line & Speedway LLC
Largest refiner in the Midwest, 5 th largest in the country
Currently over 1,500 Speedway gas stations across 7 states
Currently over 5,000 Marathon gas stations across 18 states
MARATHON’S HISTORY
GOALS & OBJECTIVES: Create a “greener” environment Preferred choice for oil in the world Create and maintain renewable energy Promote a healthier lifestyle by making our
consumers aware of the healthier eating choices we offer
Continue to “Fuel the American Economy” Remain honesty and integrity with our
consumers
MARATHON’S GOALS & OBJECTIVES
BUDGET: $1,000,000,000 Digital relations Social media advertising, Google Adwords, mobile
app creation and laborTARGET AUDIENCE:
Lifetime consumers who will pass along their way of living
Consumers interested in/currently living a “greener” lifestyle
American petroleum users 16-80 years old
MARATHON’S BUDGET& TARGET AUDIENCE
Marathon Blog containing relevant content Content related to communities in which we
serve Current events Ways to create and sustain renewable energy Living “greener” from day-to-day Tips and tricks for saving money and gas
Links to all other social mediaConsumer feedback opportunities Consistent and concise content
MARATHON’S BLOG FOR A CAUSE
MARATHON’S FACEBOOK & TWITTER
FACEBOOK:Coupons for
@mentions of our brand
Posts linking to all other social media
Sub pages for our sub brands
TWITTER: Coupons for
@mentions of our brand
Links to content on renewable energy
Active conversations with other brands
MARATHON’S PINTEREST & FOURSQUARE
PINTEREST:Relevant contentWays Marathon is
helping the community
Ways to create and maintain renewable energy
Communities helping communities
FOURSQUARE:Coupons for
check-ins
App available for easy access Full service available 24/7 to our workers
for our consumers Assistance off ered for most car/home
issues
MARATHON’S MOBILE SERVICE
Post content in regular intervals Interact with consumers with
honesty/integrityCreate an “on-going” campaign for our
consumers to pass on
MAINTAINING MARATHON’S “FUELING THE AMERICAN SPIRIT”
Use Google Analytics to track visits to company site and blog
Track insights and comments from followers Compare net income from previous yearsCompare number of followers/likes on social
media sites from previous years
MEASURING MARATHON’S SUCCESS