THE VALUE OF BUILDING SOCIAL COMMUNITIES Maria Amezaga GLOBAL SOCIAL STRATEGY MANAGER, SHELL

Manage Brand/Reputation

Protect License to Operate

Drive Loyalty & Advocacy

Mitigate Issues & Crises

THE VALUE OF SOCIAL MEDIA CAN BE FOUND IN ITS POWER TO :

ULTIMATELY, OUR GOAL IS TO PROTECT AND PROMOTE OUR BRAND

Programs which build brand equity and amplify stories

PROMOTE

(BUILD THE BRAND)

Programs which defend and

preserve the brand

Properties where the brand is both built and protected, i.e. customer issues, crisis or reputation management

(often in real-time)

PROTECT (PROTECT THE BRAND)

AND TELL THE ‘ONE SHELL STORY’

5M

227K

920K

66K

18K

1.6K

34K

TO OUR SOCIAL COMMUNITIES ACROSS PLATFORMS AND GEOGRAPHIES

LAYING THE FOUNDATION FOR SUCCESS

1.Employee Terms of Use 2.How-to Guides 3.Online Modules 4.Community Management Toolkit 5.Governance & Process Models

BUILD A FRAMEWORK FOR SUCCESS

2011 SHELL FACEBOOK LAUNCH

DEVELOP A STRATEGY FOR COMMUNITY GROWTH

At the core of a social media launch is building the right community to tell your brand story to and can be achieved through a combination of:

PAID FAN ACQUISITION POST PROMOTION

TARGETED ADS

ORGANIC SOCIAL CONTENT

CONTENT IS KING

Talking innovation in Brazil

Sharing history in the Middle East

Connecting with North Slope communities

MEASURE AND OPTIMIZE

Data and Insights

CONTENT PLATFORM CHANGES

FANS

CONNECTING WITH SOCIAL COMMUNITIES

SOCIAL COMMUNITIES INTERACT WITH CONTENT DIFFERENTLY

Demographics

Behavior Content Interaction

“Sweet Spot”

Super-users (Super Fans)

Sharers

Joiners (lapsed/casual fans)

Brand Insight

Competitor Insight

Cultural Insight

LEVERAGE INSIGHTS TO INFORM CONTENT STRATEGY

LOCAL LANGUAGE CONTENT

Dutch Arabic Portuguese

CONNECT WITH FANS ON IMPORTANT ISSUES

“One of the first things that’s needed right now is fuel, so that’s why we stepped up and donated those cards to the Red Cross. The Red Cross really are unsung heroes most of the time. When tragedy hits, they’re the ones that we all look to, to be there and support and help.”

-Jeff Gabert, spokesman for the Shell Anacortes refinery

BUILD RELATIONSHIPS WITH CUSTOMERS

ENGAGE FANS IN STORYTELLING

WHY SOCIAL COMMUNITIES MATTER

BRAND TRUST IS SHIFTING

18%

35%

40%

41%

46%

53%

53%

52%

61%

66%

67%

BLOGGER

GOVERNMENT OFFICIAL OR REGULATOR

CEO

BOARD OF DIRECTORS

*ENTREPRENEUR

NGO REPRESENTATIVE

FINANCIAL OR INDUSTRY ANALYST

REGULAR EMPLOYEE

A PERSON LIKE YOURSELF

TECHNICAL EXPERT IN THE COMPANY

ACADEMIC OR EXPERT

24%

29%

43%

39%

52%

41%

49%

32%

47%

69%

62%

BLOGGER

GOVERNMENT OFFICIAL OR REGULATOR

CEO

BOARD OF DIRECTORS

*SUCCESSFUL ENTREPRENEUR

NGO REPRESENTATIVE

FINANCIAL OR INDUSTRY ANALYST

REGULAR EMPLOYEE

A PERSON LIKE YOURSELF

TECHNICAL EXPERT IN THE COMPANY

ACADEMIC OR EXPERT

2014 2009

*Changed from “Successful Entrepreneur” in 2013

+14

% +20

%

15% of people trust messages from

companies.

70% of people trust

recommendations from people

they know

Sources: Nielsen, Pew Internet

WITH GREATER IMPACT DRIVEN BY DIGITAL WORD-OF-MOUTH

FANS CAN GALVANIZE LARGE COMMUNITIES

50 percent of fans are more likely to create persuasive content that influences a purchase With the change of Facebook’s algorithm and organic reach down, brand advocates are significantly more important

1,000 > 3,000,000

Advocates Facebook Fans

Annual results per 1,000 advocates:

10,000,000 Reach

50,000 Engagements

5,000 Unique content creations

Energy is a complex industry that affects every person on the planet. There are many socioeconomic, environmental and geopolitical issues surrounding the energy industry that require a great deal of education and exchange with people of all ages, cultures and in all countries, to progress.