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
sup...
Target Audience

Males and
Females

Drivers
License
holders

Ages 18-44
Social Media & Technology

BetterByShell

#
Blogging
Customer
Interaction

Concise
instructions

Lifestyle
Advice

Weekly
Posts

Showcase
Industry
patterns

Social
Me...
Search Engine Optimization
 Maximum of $5

Pay-Per-Click
The Big Idea

With our digital strategy, we plan to…


Showcase Shell’s involvement in community
philanthropy



Regular...
Campaign Timeline

• Launch Blog and
Social Media
Campaigns

October 31st,
2014

December
1-31st, 2014
• Foursquare
Compet...
Key Performance Indicators
 Google Analytics


 Hashtag popularity
 Number of Foursquare “check-ins”

 Number of Mobi...
Budget Breakdown
 $1 Million per year
 Google AdWords = $50,000/mo or $600,000/year
 Media Team


Blog Management/Inte...
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Shell Oil - NMDL Fall 2013

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New Media Drivers License Fall 2013 - Shell Oil Final

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Shell Oil - NMDL Fall 2013

  1. 1. Shell Oil Company Digital Media Strategies by Caitlyn Krause
  2. 2. Marketing Goals  Expand Shell’s company image beyond an oil supplier  Involve consumers in social media campaigns supporting Shell locally & nationally
  3. 3. Target Audience Males and Females Drivers License holders Ages 18-44
  4. 4. Social Media & Technology BetterByShell #
  5. 5. Blogging Customer Interaction Concise instructions Lifestyle Advice Weekly Posts Showcase Industry patterns Social Media Campaigns
  6. 6. Search Engine Optimization  Maximum of $5 Pay-Per-Click
  7. 7. The Big Idea 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
  8. 8. Campaign Timeline • Launch Blog and Social Media Campaigns October 31st, 2014 December 1-31st, 2014 • Foursquare Competition • Google AdWords • Conclude Foursquare • Increase social media presence January 1st, 2014
  9. 9. Key Performance Indicators  Google Analytics   Hashtag popularity  Number of Foursquare “check-ins”  Number of Mobile alert subscribers  Blog traffic & frequency of interactions
  10. 10. Budget Breakdown  $1 Million per year  Google AdWords = $50,000/mo or $600,000/year  Media Team  Blog Management/Interaction  Twitter Campaign Management  Facebook Campaign Management  Foursquare Campaign Management  $25,000/month or $300,000/year  Foursquare Perks  $100,000/year
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