social media in a corporate context 2010 - simon henderson

Engaging onlineExperiences from a corporate blogging portal

Simon Henderson Centrica

28 April 2010

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Centrica.com

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• Facilitate debate

• A dynamic platform for big energy issues

• Engaging and impactful

Centrica Views

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Challenges before launch

• Not a consumer brand – who are our corporate

audiences and what can we blog to them about?

• Demonstrating the value - does the effort involved

have any payback?

• Could this engagement backfire

• How do we identify bloggers internally and

encourage them to be active

• Maintaining regular content

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• Graduates led the way…

• Tech savvy

• Encouraged comments

• Easy to measure impact

Graduate blogs

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• Covering energy industry and company topics

• Experts from around the business

• Starting to get cut through with opinion formers

Corporate blogs

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The ways people can follow us

Social Media

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• Channel for news and updates

• Not just press releases

• Promotion of site content, events, blogs, careers etc

Twitter

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• Corporate and brand videos

• A driver to centrica.com

YouTube

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• A hub page for our SM presence

• Feeds from our other channels

Facebook

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Winning people over internally

• Develop a strategy

• Find ways to measure the impact

• Start relatively small and safely

• Target one audience at a time

• Work closely with legal and media colleagues

• Develop a clear but speedy sign off process

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The lessons

• Don’t expect miracles

relatively low hit rate / comments

need to manage expectations

low initial engagement

• BUT stakeholders appreciate it

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Centrica Views - results

Visitors who go to Centrica views content:

Access 11 more pages each visit than average

They spend on average 8 mins longer on the site

They are 10% more likely to revisit Centrica.com