Shell Oil - NMDL Final

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NMDL Fall 2013

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Shell Oil - NMDL Final

  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: #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
  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 |  Social Media {  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 |  Foursquare Campaign Management {  $25,000/month or $300,000/year {  Foursquare Perks |  $100,000/year

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