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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          ...
The ChallengeNEGATIVE/FALSEPERCEPTIONS“Greedy”“Arrogant”“Only cares about money”“Serves itself and not its stakeholders”“D...
Campaign Approach                   +   +   +   +   +   +OPPORTUNITIES                              ISSUES     INNOVATION ...
New CX Structure                                          CX STRATEGYCOUNSEL/ADVICE                CREATE                 ...
-    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%         ...
Shell and Facebook
Facebook53,700,0002,000,0001,800,0001,200,000900,000416,000168,000
Shell and FacebookDIRECT ENGAGEMENTInteraction leads toincreased support
Facebook
Presentatie Herbert Heitman; Het Communicatie Congres 2012
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Transcript of "Presentatie Herbert Heitman; Het Communicatie Congres 2012"

  1. 1. Het Communicatie CongresHerbert Heitmann, EVP External Communications, Shell15 November 2012
  2. 2. Our Aspiration – My ChallengeTO BE THE MOST COMPETITIVEAND INNOVATIVE ENERGYCOMPANY IN THE WORLD
  3. 3. Communications Strategy + REPUTATION/ THOUGHT BRAND LEADERSHIP O LOCAL STAKEHOLDER ENGAGEMENT -
  4. 4. 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
  5. 5. Campaign Approach + + + + + +OPPORTUNITIES ISSUES INNOVATION 2500 NIGERIA GAS ARCTIC MOBILITY FRACKINGFUTURE OF ENERGY OIL SANDS CO2 - - - - - -
  6. 6. New CX Structure CX STRATEGYCOUNSEL/ADVICE CREATE PRODUCE ENGAGEUA Brand Media CampaignsUI CountryDS Visual Media ProductionP&T NGOs Editorial CEO/Corporate CX PLANNING & OPERATIONS
  7. 7. - CAMPAIGN CONTENT NGOs+
  8. 8. Visual CommunicationBEFORE AFTERLots of distraction One point of attention
  9. 9. Facebook41,100,0001,750,0001,100,000279,000110,100
  10. 10. Shell’s Target Target:1 MILLION in3 YEARS
  11. 11. Shell and FacebookLAUNCHED15 FEB 20121,000,000FANS IN ONLY3 MONTHSFANS IN 45COUNTRIES10,000+NEW LIKES PER DAY
  12. 12. 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%
  13. 13. Shell and Facebook
  14. 14. Facebook53,700,0002,000,0001,800,0001,200,000900,000416,000168,000
  15. 15. Shell and FacebookDIRECT ENGAGEMENTInteraction leads toincreased support
  16. 16. Facebook
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