Digital Communications Strategy

17 August, 2012

AMANDA AZUBUIKE
BETH CHAFIN
ITZEL CASTILLO
MEGAN MENDELSOHN
MIKA RIVERA
AGENDA
The World Today
Shell Today
Challenges
Opportunities
Solution
Recommendations
Tell the World
Conclusion
Q&A
 THE WORLD TODAY

4 billion YouTube videos will be

watched today

32 hours
The average
American spends
online per week

“We don’t have a choice on whether we do social media. The question is how well we do it.”
- Erik Qualman, American Author of Socialnomics
 WHERE SHELL IS TODAY

Brand Recognition | Preferred Provider | Established Online Presence

WHERE SHELL IS TODAY
Meet your audience

Hi, I’m Brent! I

studied science,
Hi, I’m Cathy! I’m a and I grew up
working mom from interested in new
Anchorage and tech and how things
interested in the work.
beneficial impact
Shell’s project will
have in my area.

Cathy Brent
WHERE SHELL IS TODAY
 CHALLENGES

Detractors & Critics | Public Perception | Past Campaigns | Unclear Messages

Now it’s time to engage.

OPPORTUNITY
OPPORTUNITY
How you’re seen now
OPPORTUNITY
How you will be seen in the future
CAMPAIGN: INSIDE SHELL

We are...
Protecting the environment
Meeting the worlds energy needs
Creating innovative technology
Providing for the future
Serving the community
Strengthening the economy
CAMPAIGN: INSIDE SHELL
CAMPAIGN: INSIDE SHELL
Landing Page
 CAMPAIGN: INSIDE SHELL
Landing Page

Prevention Toolkits | Info Updates | Infographics | Tech Elements

CAMPAIGN: INSIDE SHELL
Meet the experts

Hi, I’m Dirk, and I’ve

been with Shell for 10
Let’s talk!
years. I’m an amateur
astronomer and love
fishing and sailing.

Dirk Smit
Shell’s Chief Scientist
Geophysics

Brent
CAMPAIGN: INSIDE SHELL
 TELL THE WORLD

Press Conference | Social Media Advertising | Blogger Outreach

Be bold.
Come out of your shell.