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

Facebook

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

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

Facebook