SHELL GASOLIN

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B Y RI E

L LY WH I M

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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. “

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

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

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

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.

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

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

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

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