Shell Oil Company

Digital Media Strategies by Caitlyn Krause

Marketing Goals

|  Expand Shell’s company image beyond an oil supplier

|  Involve consumers in social media campaigns supporting Shell locally & nationally

Target Audience

Drivers License holders

Ages 18-44

Males and Females

Social Media & Technology

#BetterByShell

Blogging

Weekly Posts

Customer Interaction

Concise instructions

Social Media

Campaigns

Showcase Industry patterns

Lifestyle Advice

Search Engine Optimization

|  Maximum of $5 Pay-Per-Click

The Big Idea: #BetterByShell

Oil companies tend to be thought of as negative. From oil spills to consistently rising gas prices, it is rare that

they are shed in a positive light.

With our digital strategy, we plan to… |  Showcase Shell’s involvement in community

philanthropy

|  Regularly inform the public on Shell’s increasingly environmentally friendly corporate practices

|  Increase personal interaction with consumers

|  Create perk incentives to drive customers to become loyal to Shell and improve their consumer experience

Campaign Timeline

• Launch Blog and Social Media Campaigns

October 31st, 2014

• Foursquare Competition

• Google AdWords

December 1-31st, 2014

• Conclude Foursquare

•  Increase social media presence

January 1st, 2014

Key Performance Indicators

|  Google Analytics

|  Social Media {  Hashtag popularity

{  Number of Foursquare “check-ins”

|  Number of Mobile alert subscribers

|  Blog traffic & frequency of interactions

Budget Breakdown

|  $1 Million per year {  Google AdWords = $50,000/mo or $600,000/year

{  Media Team

|  Blog Management/Interaction

|  Twitter Campaign Management

|  Foursquare Campaign Management

{  $25,000/month or $300,000/year

{  Foursquare Perks

|  $100,000/year