social media strategy june 2015
TRANSCRIPT
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Union Gas Overview
• Major Canadian natural gas storage, transmission and distribution company based in Ontario
• Over 100 years of experience and safe service to customers
• Dawn Storage facility – largest underground storage facility in Canada
• Dawn Hub, one of the top-5 physically traded hubs in North America
• Assets of $7 billion, ~1.4 million customers, ~2,200 employees
• One of Canada's Top 100 Employers 2011-2015
• A Spectra Energy (NYSE: SE) company
Retail Customers 1.4 million
2014 Pipeline Throughput 1.2 Tcf
Distribution Pipe 64,200 km / 39,870 mi
Storage Capacity 157 Bcf
Transmission Pipe 4,811 km / 2,988 mi
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57 million engaged with their
utilities in 2011 in
social media
79% Canadians have
internet access
5.8 Million Canadians looking
for a job on
Social Media Landscape
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Union Gas Social Media Strategy
•Enhance image and reputation
•Personalize the company
• Issue identification and management
•Support and advance business initiatives e.g.:
– Advocacy
– Energy literacy
– Safety awareness campaigns
– Industry issues
– Marketing
– Recruitment efforts
Brand Awareness
Recruitment
Issue Management
Marketing
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Union Gas Social Media Status
• Actively posting on Facebook, Twitter, YouTube, LinkedIn
• Automated 24/7 real time monitoring
• Established issue escalation process
• Content plan and editorial calendar– cross platform coordination
• Digital image and video library
• Ongoing channel and campaign analytics
– Follower growth and quality (target audience, influence)
– Engagement - likes / shares
– Action – e.g. click throughs, adoption rates, job applications
– Longer term – customer satisfaction & brand impact
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Dark Posts - Advertising Facebook – Paperless Billing
What we Introduced in 2014
Live Tweeting Executive Speaking Engagements –
Advocacy Facebook – Energy East
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“
Broadening our Horizons Expand the use of live tweeting
Live-tweeting is defined as posting comments on
Twitter while the event is taking place.
“
2015
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Broadening our Horizons The use of live tweeting
Engagement:
We saw approx.
68% more in our
viewers
engagement in
the conversation.
Promotion:
We had 5,000
impressions for
each event,
another 30,000
through
re-tweets.
Spark Attention:
90% more
retweets than on
the average day,
people showed
interest.
Community:
Social
connections are
important to
form with our
communities.
2015
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Broadening our Horizons Digital Story Telling
2015
vs
Red Lake Video