June, 2015

Union Gas Social Media Strategy

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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

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Connect with Us

Facebook.com/UnionGas

Youtube.com/UnionGas

LinkedIn.com/company/Union-Gas

Twitter.com/UnionGas