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NMDL Fall 2013
Citation preview
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 supporting Shell locally & nationally
Target Audience
Drivers License holders
Ages 18-44
Males and Females
Social Media & Technology
#BetterByShell
Blogging
Weekly Posts
Customer Interaction
Concise instructions
Social Media
Campaigns
Showcase Industry patterns
Lifestyle Advice
Search Engine Optimization
| Maximum of $5 Pay-Per-Click
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
Campaign Timeline
• Launch Blog and Social Media Campaigns
October 31st, 2014
• Foursquare Competition
• Google AdWords
December 1-31st, 2014
• Conclude Foursquare
• Increase social media presence
January 1st, 2014
Key Performance Indicators
| Google Analytics
| Social Media { Hashtag popularity
{ Number of Foursquare “check-ins”
| Number of Mobile alert subscribers
| Blog traffic & frequency of interactions
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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