presentatie herbert heitman; het communicatie congres 2012
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Het Communicatie Congres Herbert Heitmann, EVP External Communications, Shell 15 November 2012
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Our Aspiration – My Challenge
TO BE THE MOST COMPETITIVE AND INNOVATIVE ENERGY COMPANY IN THE WORLD
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Communications Strategy
REPUTATION/ THOUGHT LEADERSHIP
BRAND
LOCAL STAKEHOLDER ENGAGEMENT
O
-
+
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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
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2500
Campaign Approach
+ + + + + + OPPORTUNITIES ISSUES
INNOVATION NIGERIA
GAS ARCTIC
MOBILITY FRACKING
FUTURE OF ENERGY OIL SANDS
CO2
- - - - - -
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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
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NGOs
- +
CA
MPA
IGN
CO
NTE
NT
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Visual Communication
BEFORE Lots of distraction
AFTER One point of attention
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41,100,000 1,750,000 1,100,000 279,000 110,100
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Shell’s Target
Target:
1 MILLION in
3 YEARS
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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
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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%
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Shell and Facebook
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53,700,000 2,000,000 1,800,000 1,200,000 900,000 416,000 168,000
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Shell and Facebook
DIRECT ENGAGEMENT Interaction leads to increased support
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