New Media Drivers License Fall 2013 - Shell Oil Final

1. Shell Oil Company
Digital Media Strategies by Caitlyn Krause

2. Marketing Goals
 Expand Shell’s
company image
beyond an oil
supplier
 Involve consumers
in social media
campaigns
supporting Shell
locally & nationally

3. Target Audience
Males and
Females
Drivers
License
holders
Ages 18-44

4. Social Media & Technology
BetterByShell
#

5. Blogging
Customer
Interaction
Concise
instructions
Lifestyle
Advice
Weekly
Posts
Showcase
Industry
patterns
Social
Media
Campaigns

6. Search Engine Optimization
 Maximum of $5
Pay-Per-Click

7. The Big Idea
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. 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. Key Performance Indicators
 Google Analytics

 Hashtag popularity
 Number of Foursquare “check-ins”
 Number of Mobile alert subscribers
 Blog traffic & frequency of interactions

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