17 August 2012. Presentation to Royal Dutch Shell.

1. Digital Communications Strategy
17 August, 2012
AMANDA AZUBUIKE
BETH CHAFIN
ITZEL CASTILLO
MEGAN MENDELSOHN
MIKA RIVERA

2. AGENDA
The World Today
Shell Today
Challenges
Opportunities
Solution
Recommendations
Tell the World
Conclusion
Q&A

3. 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

4. WHERE SHELL IS TODAY
Brand Recognition | Preferred Provider | Established Online Presence

5. 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

6. WHERE SHELL IS TODAY

7. CHALLENGES
Detractors & Critics | Public Perception | Past Campaigns | Unclear Messages
Now it’s time to engage.

8. OPPORTUNITY

9. OPPORTUNITY
How you’re seen now

10. OPPORTUNITY
How you will be seen in the future

11. 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

12. CAMPAIGN: INSIDE SHELL

13. CAMPAIGN: INSIDE SHELL
Landing Page

14. CAMPAIGN: INSIDE SHELL
Landing Page
Prevention Toolkits | Info Updates | Infographics | Tech Elements

15. 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

16. CAMPAIGN: INSIDE SHELL

17. TELL THE WORLD
Press Conference | Social Media Advertising | Blogger Outreach
Be bold.

18. Come out of your shell.