Date post: | 12-Aug-2015 |
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Business |
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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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57million engaged with their
utilities in 2011 in social media
79%Canadians have internet access
5.8Million 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 2014Live Tweeting Executive Speaking Engagements –
Advocacy
Facebook – Energy East
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“
Broadening our HorizonsExpand 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 HorizonsThe 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 HorizonsDigital Story Telling
2015
vs
Red Lake Video