Shell Digital Strategy

2. SHELL GASOLINE SYNAPSIS
• Made nearly $266 Billion in U.S. Revenue in 2015
• Mission Statement:
“We believe that oil and gas will remain a vital part of the global energy mix
for many decades to come. Our role is to ensure that we extract and
deliver these energy resources profitably and in environmentally and
socially responsible ways.
We seek a high standard of performance, maintaining a strong and growing
long-term position in the competitive environments in which we
operate.
We aim to work closely with our customers, our partners and policymakers
to advance a more efficient and sustainable use of energy and natural
resources. “

3. TARGET
• Demographic
• Men and Women
• Ages 16 and up
• Car owners, leasers, drivers

4. CREATING TW0 WAY COMMUNICATION
• More relevant content from
Shell social media pages
• Becoming interactive with
current/potential customers
• Implement inbound marketing
techniques
• Creating Desirable content
• Using Shell resources to create
this content
• Boost social media followings

5. UPGRADING APP
• App clutter on smart phones, make
Shell’s app indispensable
• Use of locational services
• Special alerts within Shell station
radius
• Create convenience and promote
loyalty
• Rewards program to boost repeat
customers
• Setting reminders about gas usage and
habits
• The more Shell puts into the app, the
more they’ll get back
• Increase in Shell sales
• Increase in Shell app downloads and
usage

6. CONVERSATIONAL CONTENT CAMPAIGN
• 12 month campaign starting June 2016
• Starts out with “Planning a Summer Road Trip with Shell”.
• Storyline following various characters as they road trip around the country,
continuously filling up/relying on Shell gasoline.
• Primary goal- double current amount of follower, mentions, and
conversations with Shell on the brand’s top five social media accounts
• Facebook, Instagram, Twitter, LinkedIn, and Pintrest.
• Measurable by hastags, account tags, mentions, and followers.
• Secondary goal- increase sales as increase of “conversational content” hits
the web
• 5% increase in sales goal
• Gain traction as one of the largest oil and gasoline companies in U.S.

7. KPI METRICS SPECIFICS
• Current social media standings:
• Facebook: 5,783,895 likes
• Twitter: 127K followers
• Instagram: 66.3K followers
• LinkedIn: 87,000 employees & 1,829,904 followers
• Active in more than 70 countries

8. CONTENT/BLOGGING BUDGET
• With a total budget of $1 million, $750,000 will be for paid
content/blogging purposes.
• Sites such as Buzzfeed, Thrillist
• Drawing in new business
• More shareable content means more eyes on Shell

9. OTHER ALLOCATED FUNDS
• The remaining $250,000 will be spent on updating Shell’s site
• Developing more useful app
• More captivating website
• This is the first impression that all our new followers/likes/impressions
will see
• Easier to use
• More colorful
• Increased activity
• Interactive

10. CONCLUSION
• By the end of the 12 month
“Conversational Content
Campaign”- Shell will have
gained strength as a brand in
various ways:
• New followers
• More creative content
• Higher sales
• Stronger brand loyalty
• More repeat customers
• Better PR