Project Initiation: Social Media Marketing Strategy at Shell

This project initiation document outlines the development of a social media marketing strategy for Shell, a multinational oil and gas company. It defines a project, its characteristics, and the role of project management, applying theoretical frameworks like the waterfall methodology. The document details the composition and management of project teams, emphasizing the importance of skills and experience for effective social media marketing. A comprehensive project management plan is presented, covering the project's scope, key stakeholders, and activities, including identifying social media platforms and creating engaging content. Measures for controlling and monitoring project risk, quality, change, and configuration are discussed, highlighting the importance of identifying potential threats. The document concludes by emphasizing the evaluation of project success and failure, as well as disseminating key learning points from the project's delivery.

Project Initiation
Document

Contents
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
Definition of a project, its characteristics and the role of project.............................................................3
Application of the theoretical frameworks and methodologies in a project environment........................4
Composition and management of teams in a project environment...........................................................5
Project Management Plan........................................................................................................................6
Measures to control and monitor the project risk, quality, change and configuration..............................7
Evaluation of project success, failure and disseminate the key learning points from the delivery of the
project......................................................................................................................................................8
CONCLUSION........................................................................................................................................10
REFERENCES........................................................................................................................................11

INTRODUCTION
A project initiation document is an important document in project management that
defines the scope of the project, management as well as the overall criteria for success
(Akkermans and et.al., 2020). It comprises of all the basic information about the project ad
guides both internal as well as external stakeholders. The primary purpose of a project initiation
document is to gather effective information that can help in completing them project in an
effective manner. Project initiation documents that are developed in an effective manner help the
project team in completing the different tasks of the project in an effective manner. A lack of
project initiation document can have a negative impact on the outcomes of them project as there
will be a decline in the overall level of engagement among stakeholders. Organization chosen for
the respective report is Shell, which is a multinational oil and gas company. The company was
founded in the year 1907 and is incorporated in the United Kingdom. The operations of the
company include extraction of crude oil as well as natural gas along with their marketing and
transportation. The respective report includes a project initiation document for the project of
creating a social media marketing strategy.
MAIN BODY
Definition of a project, its characteristics and the role of project
A project can be defined as a sequence of tasks that must be completed in order to attain a
certain outcome. There are initiatives that remaining numerous years however an undertaking
cannot go on for all time. It wishes to have a clear beginning, an exact quit, and a top-level view
of what occurs in among (Hasim, 2020). Every task is specific, producing something that did
now not previously exist. A project is a one-time, as soon as-off activity, never to be repeated
precisely the equal way once more. A mission operates within sure constraints of time, money,
excellent, and functionality. It can be said that extra approximately this in later sections. Projects
are regularly confused with methods. A Process is a chain of habitual, predefined steps to carry
out a selected feature, say, fee compensation approvals. It’s now not a one-off interest. It
determines how a selected function is achieved every single time. In other words, a project can
be referred to a sequence of different tasks that must be completed in order to achieve a certain
goal. There are different characteristics of a project that have to be managed effectively in order
to ensure that the project is completed in a successful manner. For instance, the different

characteristics of a project include team spirit, directions, risk and uncertainty, cost, life span as
well as objectives.
It can be said that every project is started with a particular objective in mind and it is
important for the project manager as well as the team members to take the same into account
while undertaking the project. Similarly, no project can have an infinite timeline and must have a
particular life span which it cannot go beyond. Therefore, it is important to finalize a definite
lifespan of the project during the planning phase. This is because it will ensure that the project
team members have a clarity about the goals as well as the different tasks of the project. Also, it
can be said that a project plays an important role because it helps in getting a series of tasks
completed in an effective manner as well as well within the specified time frame (Hosseini and
et.al., 2020). This ensures more productivity as well as achieving the goals or outcomes in an
effective manner. Projects ensure that an effective plan is developed as well as implemented in
an effective manner so that the different tasks and activities are important. Therefore, this
ensures that the goals as well as objectives are obtained if the project is conducted or undertaken
in an effective manner.
Application of the theoretical frameworks and methodologies in a project environment
When a project is undertaken, there are various methodologies as well as theoretical
frameworks that are undertaken such as the agile methodology, waterfall methodology, Kanban
as well as Scrum methodology. The waterfall methodology is one of the methodologies that is
used in project management and can be defined as a project methodology that involves various
tasks as well as phases that are completed in a linear as well as sequential manner. And in this
methodology, it is important that each stage of the project is completed before the next one
begins. The different stages of a waterfall methodology include requirements, analysis,
designing, construction, testing, deployment as well as maintenance (Jepson, Kirytopoulos and
London, 2020). This methodology can be applied in case when the end goal of the project has
been defined clearly. Apart from this, the agile methodology is another type of methodology that
is used in project management and can be defined as a project management process that is
basically used for software development wherein the demands as well as solutions evolve
through the collaborative effort of self-organizing as well as cross-functional teams. It can be
said that the respective methodology can be applied when the vision of the project is not defined

very clearly. The key principles of this methodology are that it is collaborative, quick as well as
open for change that is data driven.
Scrum methodology can be referred to as a type of agile project management
methodology. In this methodology, all of the work is split into small sprints that last usually
about 1-2 weeks. There are small teams of people who are led by a project leader and this
methodology is applied for projects wherein it is difficult to predict the future of the project. It
can be said that for the respective company Shell, the most suitable project methodology will be
the waterfall methodology (Prom-Wormley and et.al., 2021). This is because it will ensure that
each task of the project is completed in an effective manner as well as before time. It is important
for the project manager to implement the appropriate methodology so that the project is
completed in an effective manner. Therefore, it can be said that these are some of the different
methodologies as well as frameworks that are used for completing the project in an effective
manner.
Composition and management of teams in a project environment
A project team can be defined as a group of people responsible for the executing the tasks
as well as producing deliverables that are outlined in the project plan as well as schedule as
directed by the project manager. On the other hand, a project environment is made up of different
factors, both internal as well as external that can influence the project as well as its outcomes. It
is important for the project manager to compose as well as manage the teams in a project
environment so that there is an increase in the overall efficiency of the project. There are
different factors that have to be taken into account while composing the teams. This can include
the skills as well as experienced possessed by the team members (Rhein, 2020). This guarantees
that the mission group comprises of the right folks who will help in finishing the respective task
properly. For the respective company, Shell, as a way to make an powerful social media
advertising approach, the team of the project could be composed of personnel who have an
experience of working in the advertising and marketing industry in addition to are aware of
running the special social media platforms in an powerful way. This is crucial because it will
ensure that there is an increase inside the ordinary productiveness of the challenge and that the
set up consequences are also finished for this reason.

If the teams of the project are developed effectively, it is likely that the goals as well as
objectives of the project will be achieved in an effective manner. The manner of managing
mission crew is an pastime that allows tracking performance of crew contributors, the use of
feedback, resolving strategic and operational problems, and dealing with changes for the reason
of optimizing mission overall performance. Team control is the capacity of an person or an
corporation to manage and coordinate a collection of people to perform a assignment. Team
control involves teamwork, communication, goal putting and performance appraisals.
Communication is the important thing to powerful control in any professional surroundings. For
task teams, one wishes to signify the goals of the venture and align every person’s interest to get
them invested.
It increases the success of goals and helps mission professionals overcome barriers.
Teamwork ensures that assets are properly-managed and much less time is wanted to finish a
mission. Having an powerful control crew lets you create a more green and capable business.
This guide outlines the notion approaches and techniques in an effort to help the respective
organization when setting up a control team (van den Heuvel and et.al., 2021). It additionally
highlights the benefits of developing an effective management team for the organization's
commercial enterprise. Working collectively a team can observe person views, experience, and
abilities to resolve complicated troubles, growing new answers and thoughts that may be past the
scope of any one individual. As well as enhancing organizations' overall performance precise
teamwork benefits individuals too.
Project Management Plan
A project management plan is a proper record that defines how a assignment goes to be
carried out. It outlines the scope, dreams, finances, timeline, and deliverables of a mission, and it
is critical for preserving a mission on track (Wang and et.al., 2021). An undertaking management
plan is a group of baselines and subsidiary plans that consist of: Baselines for scope, schedule,
and price. Management plans for scope, time table, cost, high-quality, human resources,
communications, hazard, and procurement. The project management plan for the respective
company is as follows-
Scope of the project

The scope of the project is to develop a social media marketing strategy for Shell
organization in order to strengthen its existing brand image as well as attract a greater number of
customers.
Key stakeholders
The key stakeholders of the respective project will include customers or followers, owner
of the project, the shareholders, investors as well as the management of the respective company,
Shell. It is important to identify the key stakeholders of the project so that the overall outcomes
of the project are conducted in an effective manner.
Project Activities
There are different activities that will be carried out as part of the project, such as
identifying the different social media platforms that the company can use in order to strengthen
its overall social media presence (How to Develop a Project Management Plan: 12 Steps to
Success, 2021). The project activities will also include posting as well as uploading different
pictures as well as videos in order to enhance the overall engagement among the customers.
Document everything
It is important to ensure that everything that is a part of the project such as resources etc.,
should be documented to ensure that the information is available to the different members of the
team so that they have a clarity about their roles as well as responsibilities in an effective manner
(Xu and et.al., 2021). this can also include budget, risks, cost management etc.
Measures to control and monitor the project risk, quality, change and configuration
Monitor and control are important for the overall success of a project because they help
the project manager to identify the potential risks as well as threats that can affect the overall
outcomes of the project to a great extent. There are different measures that can be implemented
by the respective company in order to ensure that the potential risks as well as threats are
eliminated. The Monitor and Control Risks process includes imposing response plans,
monitoring and monitoring recognized risks, identifying and responding to new dangers as they
occur, and enhancing the danger management methods. A hazard is whatever that could
doubtlessly effect a venture’s timeline, performance or budget (Xu and et.al., 2021). Risks are

possibilities, and in a undertaking management context, if they end up realities, they then turn
out to be labeled as problems that need to be addressed. So, risk management, then, is the
procedure of figuring out, categorizing, prioritizing and making plans for dangers before they
end up issues. Risk management can mean various things on distinct sorts of projects. On big-
scale tasks, threat management techniques may include substantial exact making plans for each
risk to make certain mitigation strategies are in vicinity if problems stand up. For smaller tasks,
threat control may mean a simple, prioritized listing of high, medium and occasional precedence
dangers.
The Risk Assessment Checklist is a self-assessment performed with the aid of the
assignment team. It allows a group to quickly categorize and brainstorm capacity dangers
throughout regarded elements of a product development process which include undertaking
definition or agenda.
This tool operates at a decrease level of complexity and granularity than the Risk Management
Matrix, but it also guarantees a comprehensive, common-sense evaluation of project dangers. It
minimizes the possibility of missing a crucial risk. He great way to discover task dangers is to
invite stakeholders, management, and professionals within the subject matter (Yuan and et.al.,
2020). If they’ve run similar tasks, ask them what risks they ran into and how the business could
prevent them. Even if they haven’t run comparable tasks, make sure to check in with key
assignment stakeholders to ensure the company now not lacking any important venture risks.
Project Monitoring refers to the process of keeping tune of all project-associated metrics
inclusive of team overall performance and task duration, figuring out potential issues and taking
corrective actions essential to ensure that the challenge is within scope, on budget and meets the
required closing dates. To honestly put, venture monitoring is overseeing all obligations and
keeping an eye on venture sports to make certain the company is implementing the challenge as
planned. By monitoring the right execution of the various assignment responsibilities, the
paintings and outcomes of collaborators, the corporation guarantees that your crew is effective
and that the described goals are completed. This mission monitoring also makes it possible to
calculate the price range at any time, primarily based on the time already elapsed.

Evaluation of project success, failure and disseminate the key learning points from the delivery
of the project
Project fulfillment has been traditionally defined as a task that meets its goals under price
range and underneath schedule. Efficiency is related to how the challenge manages its restrained
resources to meet the dreams while building properly relationships with internal and external
stakeholders. The task fulfillment criteria consult with measurable terms of what should be the
outcome of the venture that is ideal to the give up person, purchaser, and the stakeholders. In
other phrases, the task fulfillment elements include activities or factors which are required to
make sure a hit final touch of the assignment. To make a challenge a fulfillment, you want
capable human beings for your crew. A venture can derail at any factor in time. For this, the
assignment workforce and all the stakeholders of the task have to percent their enthusiasm and
dedication with the institution. The team should proportion similar visions for the challenge and
purpose for success. Project managers face extreme problem if there may be a deficiency in the
group. Improper leadership and an out of sync organization can send an undertaking spiraling
closer to failure. The undertaking supervisor should assign the proper system to the proper
organization individuals and make certain they are all running nicely with each other.
Be certain to encompass the suggestions, but additionally teach personnel on what drives
engagement with destiny customers. One key to a fulfillment social media marketing is
organization and hobby to element. In order to post engaging content material, social media
groups need to establish a content fabric calendar and approval system. Having a social media
presence makes it less difficult to your customers to discover you and hook up with the
enterprise. This will help in enhancing client retention and purchaser loyalty. Since growing a
dedicated consumer base is one of the maximum essential goals of any commercial enterprise,
social media need to be to the technique. Usually, emblem loyalty and client pleasure pass hand
in hand. Social media isn't confined to simply introduce organization’s product; it is able to also
be used for promotional campaigns. A consumer considers those to be as provider channels
where they may right now communicate with the business. Lessons discovered is the expertise
won from the technique of carrying out a mission. This includes the positives and negatives. The
idea is to repeat the positives aspects and not repeat the errors. By undertaking this project, it was
found that social media marketing is an important aspect for any organization. This is because it
helps the agency in enhancing as well a s strengthening its brand photograph in the market in

addition to live relevant. Create meaningful conversations and engagement internal their target
enterprise via posting movies, records, records, and thrilling traits. Across special platforms,
organizations can inform their tale, why they provide the services they offer, and maintain
audiences up to date with consumer and worker stories. Once you have a policy superior and
tools set in place, it’s time to educate employees. Whether they have to attend a schooling
webinar or examine an employee social media guide, its essential personnel recognize what the
expectations are (Zhao and et.al., 2021).
CONCLUSION
From the above report, it can be concluded that project management is an important
aspect because it ensures that there is an increase in the overall efficiency of the project. There
are different methodologies as well as theoretical frameworks that can be used in an effective
manner in order to complete the project in an effective manner. These include waterfall
methodologies, agile methodology, scrum methodology as well as Kanban methodology. The
waterfall methodology includes completing the different stages of the project in an effective
manner. Social media has become a significant aspect for all organizations as it helps the
companies in increasing their overall reach to the customers as well as strengthen the overall
brand image. There are different characteristics of a project that have to be managed effectively
in order to ensure that the project is completed in a successful manner.

REFERENCES
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Online
How to Develop a Project Management Plan: 12 Steps to Success. 2021. [Online]. Available
through:< https://www.northeastern.edu/graduate/blog/developing-project-management-
plan/ >.