1. Het Communicatie Congres
Herbert Heitmann, EVP External Communications, Shell
15 November 2012

2. Our Aspiration – My Challenge
TO BE THE MOST COMPETITIVE
AND INNOVATIVE ENERGY
COMPANY IN THE WORLD

3. Communications Strategy
+
REPUTATION/
THOUGHT BRAND
LEADERSHIP
O
LOCAL STAKEHOLDER
ENGAGEMENT
-

4. The Challenge
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”
NIGERIA ARCTIC
FRACKING OIL SANDS CO2

5. Campaign Approach
+ + + + + +
OPPORTUNITIES ISSUES
INNOVATION 2500 NIGERIA
GAS ARCTIC
MOBILITY FRACKING
FUTURE OF ENERGY OIL SANDS
CO2
- - - - - -

6. New CX Structure
CX STRATEGY
COUNSEL/ADVICE CREATE PRODUCE ENGAGE
UA
Brand
Media
Campaigns
UI
Country
DS Visual Media Production
P&T
NGOs
Editorial
CEO/Corporate
CX PLANNING & OPERATIONS

7. -
CAMPAIGN CONTENT NGOs
+

8. Visual Communication
BEFORE AFTER
Lots of distraction One point of attention

9. Facebook
41,100,000
1,750,000
1,100,000
279,000
110,100

10. Shell’s Target
Target:
1 MILLION
in
3 YEARS

11. 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

12. Facebook Page Geographic Reach
Netherlands
United States 0.3%
14% Iraq
UK 2.8% India
1.7% 24.4%
Indonesia
22.5%
Malaysia
8.7%
Brazil
5.5%

13. Shell and Facebook

14. Facebook
53,700,000
2,000,000
1,800,000
1,200,000
900,000
416,000
168,000

15. Shell and Facebook
DIRECT ENGAGEMENT
Interaction leads to
increased support

16. Facebook