Presentatie Herbert Heitman; Het Communicatie Congres 2012
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Presentatie Herbert Heitman; Het Communicatie Congres 2012

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Presentatie Herbert Heitman; Het Communicatie Congres 2012 Presentatie Herbert Heitman; Het Communicatie Congres 2012 Presentation Transcript

  • Het Communicatie CongresHerbert Heitmann, EVP External Communications, Shell15 November 2012
  • Our Aspiration – My ChallengeTO BE THE MOST COMPETITIVEAND INNOVATIVE ENERGYCOMPANY IN THE WORLD
  • Communications Strategy + REPUTATION/ THOUGHT BRAND LEADERSHIP O LOCAL STAKEHOLDER ENGAGEMENT -
  • The ChallengeNEGATIVE/FALSEPERCEPTIONS“Greedy”“Arrogant”“Only cares about money”“Serves itself and not its stakeholders”“Does not respect human rights”“Does not respect the environment”NIGERIA ARCTICFRACKING OIL SANDS CO2
  • Campaign Approach + + + + + +OPPORTUNITIES ISSUES INNOVATION 2500 NIGERIA GAS ARCTIC MOBILITY FRACKINGFUTURE OF ENERGY OIL SANDS CO2 - - - - - -
  • New CX Structure CX STRATEGYCOUNSEL/ADVICE CREATE PRODUCE ENGAGEUA Brand Media CampaignsUI CountryDS Visual Media ProductionP&T NGOs Editorial CEO/Corporate CX PLANNING & OPERATIONS
  • - CAMPAIGN CONTENT NGOs+
  • Visual CommunicationBEFORE AFTERLots of distraction One point of attention
  • Facebook41,100,0001,750,0001,100,000279,000110,100
  • Shell’s Target Target:1 MILLION in3 YEARS
  • Shell and FacebookLAUNCHED15 FEB 20121,000,000FANS IN ONLY3 MONTHSFANS IN 45COUNTRIES10,000+NEW LIKES PER DAY
  • Facebook Page Geographic Reach Netherlands United States 0.3% 14% Iraq UK 2.8% India 1.7% 24.4% Indonesia 22.5% Malaysia 8.7% Brazil 5.5%
  • Shell and Facebook
  • Facebook53,700,0002,000,0001,800,0001,200,000900,000416,000168,000
  • Shell and FacebookDIRECT ENGAGEMENTInteraction leads toincreased support
  • Facebook