Shell Oil Company is launching a digital media strategy to expand its brand image beyond oil and involve consumers through social media campaigns. The strategy targets males and females ages 18-44 who are drivers. It will use blogs, social media like Twitter under the hashtag #BetterByShell, and Foursquare to showcase Shell's community involvement, environmentally friendly practices, and provide incentives to customers. The campaign timeline runs from October 2014 to January 2015 and will be measured using analytics and indicators like hashtag popularity and Foursquare check-ins. The annual budget of $1 million will fund Google AdWords, a media team to manage blogs and campaigns, and Foursquare perks for customers.

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: #BetterByShell
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

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

Foursquare Campaign Management

$25,000/month or $300,000/year
 Foursquare Perks

$100,000/year