New Media Driver's License Fall 2013

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
“Gas”
Google
AdWords
“Fuel”
“Cars”
“Oil”
“Clean
Energy”

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. 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
 Social Media
 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