PowerPoint for final presentation. ADV 420 Longsheng Wang

1. Shell Oil Company Digital Strategy
Longsheng Wang

2. Shell’s Overall Strategy

3. “We continuously assess the external environment – the markets as
well as the underlying economic, political, social and environmental
drivers that shape them – to evaluate changes in competitive forces
and business models” (“Annual Report 2017).

4. Concepts of the Digital Strategy
Production innovation

5. Digital Strategy
To enhance digital innovation to enhance production, drilling, and
research technologies to provide economically competitive and
environmentally friendly products (“Digital Innovation).

6. • Mass media marketing
• Campaigns
• TV ads
• Outdoor ads
• Stickers

7. Online Marketing
Social Media:
 Constant updates
 Content that has value

8. Blogs
 Internally
Employees
Company site
 Externally
Partnerships with popular bloggers
Customer Reviews

9. • Mobile
QR code
Shell App
Shell station Locator

10. Does the strategy work?