The document outlines a digital marketing strategy for Shell that focuses on increasing customer loyalty and communication through social media platforms like Facebook, Twitter, and YouTube. It identifies challenges like disloyal customers and competitive industries, and sets goals to improve B2C communication, meet global demand, and increase visibility online. The strategy proposes utilizing Google AdWords, social media, blogging, a mobile app and more to engage target audiences and evaluate campaign success.

1. Shell
Technology. Innovation. Crude Oil. Natural Gas.
Digital Marketing Strategy
Samantha Flynn

2. Challenges Goals
 Disloyal Customers  Increase Customer Loyalty
 Lack on B2C Communication  Improve B2C Communication
 Competitive Industry  Meet Global Demand
 Economy Driven Market  Deliver Sustainable Growth
 Technological Advances  Increase Visibility On The Web
 Electric And Hybrid Cars  Keep Up With Technological
Advancements

3. Campaign Theme
 Friendly  Innovation
 Interactive  Technology
Target Audience
 Men And Women  Household Income: $30,000+
 16 Years Old And Up  Full-Time Student
 Middle To Upper Class  High School Education And Above
 Urban and Rural  Part/Full-Time Employment
 Legal Drivers License
 Has An Automobile

4. Social Media
 Sites:
 Facebook
 Twitter
 YouTube
 Shell Channel
 Foursquare
 No Additional Sites (Company Site Only)
 Brand Image And Consistence
 Similar Appearance

5. Internet Marketing
 Google AdWords
 Social Bookmarking
 Keywords:
 Shell, Shell Gas, Shell Gasoline, Shell Gas Station, Shell Oil,
Gas, Gasoline, Gas Station
 Increase SEO, Click-Through-Rate, Visibility
 Banner
 Toyota, General Motors, Volkswagen, Ford, Honda

6. Mobile
 Station Locator
 Station Prices
 Reward Points
 Miles Per Gallon
 Smartphone Application
 QR Code At Every Pump And Print Ads

7. Blogging
 Internally
 Employee Comments
 Company News
 Externally
 Videos
 Customer Reviews
 Press Releases

8. Campaign Evaluation
 Tools
 Google Analytics
 Free
 Unique Codes
 Measures (Before And After Campaign)
 Traffic
 Progress And Efficiency
 Company Growth
 Customer Sales

9. Budget
 Estimated $515,000 a year.
Fund Allocation
 Social Media  Blogging
 $25,000  $5,000
 Internet Marketing  YouTube
 $270,000  $15,000
 Mobile
 $200,000

10. Timeline
 Advertisements Will Increase During:
 Summer
 Holidays
 Poor Economy
 Social Media, Blog
 Daily Basis
 Mobile
 Monthly
 Mobile
 Quarterly