Post on 07-Dec-2014
description
Het Communicatie Congres Herbert Heitmann, EVP External Communications, Shell 15 November 2012
Our Aspiration – My Challenge
TO BE THE MOST COMPETITIVE AND INNOVATIVE ENERGY COMPANY IN THE WORLD
Communications Strategy
REPUTATION/ THOUGHT LEADERSHIP
BRAND
LOCAL STAKEHOLDER ENGAGEMENT
O
-
+
The Challenge
NIGERIA
NEGATIVE/FALSE PERCEPTIONS “Greedy” “Arrogant” “Only cares about money” “Serves itself and not its stakeholders” “Does not respect human rights” “Does not respect the environment”
ARCTIC
FRACKING OIL SANDS CO2
2500
Campaign Approach
+ + + + + + OPPORTUNITIES ISSUES
INNOVATION NIGERIA
GAS ARCTIC
MOBILITY FRACKING
FUTURE OF ENERGY OIL SANDS
CO2
- - - - - -
New CX Structure
CX STRATEGY
CX PLANNING & OPERATIONS
COUNSEL/ADVICE CREATE PRODUCE ENGAGE
UA
Cam
paig
ns
UI
DS
P&T
CEO/Corporate
Cou
ntry
Brand
Visual Media
Editorial
Production
NGOs
Media
NGOs
- +
CA
MPA
IGN
CO
NTE
NT
Visual Communication
BEFORE Lots of distraction
AFTER One point of attention
41,100,000 1,750,000 1,100,000 279,000 110,100
Shell’s Target
Target:
1 MILLION in
3 YEARS
Shell and Facebook
LAUNCHED 15 FEB 2012
1,000,000 FANS IN ONLY 3 MONTHS
FANS IN 45 COUNTRIES
10,000+ NEW LIKES PER DAY
Facebook Page Geographic Reach
India 24.4%
Indonesia 22.5%
United States 14%
Malaysia 8.7% Brazil
5.5%
Netherlands 0.3%
UK 1.7%
Iraq 2.8%
Shell and Facebook
53,700,000 2,000,000 1,800,000 1,200,000 900,000 416,000 168,000
Shell and Facebook
DIRECT ENGAGEMENT Interaction leads to increased support