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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.