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

“Gas”

Google
AdWords
“Fuel”

“Cars”
“Oil”
“Clean
Energy”
The Big Idea
Oil companies tend to be thought of as negative.
From oil spills to consistently rising gas prices, it is rar...
Campaign Timeline

• Launch Blog and
Social Media
Campaigns

October 31st,
2014

December
1-31st, 2014
• Foursquare
Compet...
Key Performance Indicators
 Google Analytics
 Social Media
 Hashtag popularity
 Number of Foursquare “check-ins”

 Nu...
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 Final

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New Media Driver's License Fall 2013

Published in: Education, Technology, Business
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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 “Gas” Google AdWords “Fuel” “Cars” “Oil” “Clean Energy”
  7. 7. The Big Idea 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
  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  Facebook Campaign Management  Foursquare Campaign Management  $25,000/month or $300,000/year  Foursquare Perks  $100,000/year

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