Social Media in a Corporate Context 2010 - Simon Henderson

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The corporate blog - Globally, 91% of corporate bloggers cite internal communications as their primary function, but recent research shows that 67% of journalists use corporate blogs as secondary source material and 58% of investment analysts refer to them for their research. The blog has become an important communications channel for all stakeholder groups so why does the UK trail behind the US and much of corporate Europe in corporate blogging? This session highlights the role blogs can play.

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Social Media in a Corporate Context 2010 - Simon Henderson

  1. 1. Engaging online Experiences from a corporate blogging portal <ul><li>Simon Henderson </li></ul><ul><li>Centrica </li></ul><ul><li>28 April 2010 </li></ul>
  2. 2. Centrica.com
  3. 3. <ul><li>Facilitate debate </li></ul><ul><li>A dynamic platform for big energy issues </li></ul><ul><li>Engaging and impactful </li></ul>Centrica Views
  4. 4. Challenges before launch <ul><li>Not a consumer brand – who are our corporate audiences and what can we blog to them about? </li></ul><ul><li>Demonstrating the value - does the effort involved have any payback? </li></ul><ul><li>Could this engagement backfire </li></ul><ul><li>How do we identify bloggers internally and encourage them to be active </li></ul><ul><li>Maintaining regular content </li></ul>
  5. 5. <ul><li>Graduates led the way… </li></ul><ul><li>Tech savvy </li></ul><ul><li>Encouraged comments </li></ul><ul><li>Easy to measure impact </li></ul>Graduate blogs
  6. 6. <ul><li>Covering energy industry and company topics </li></ul><ul><li>Experts from around the business </li></ul><ul><li>Starting to get cut through with opinion formers </li></ul>Corporate blogs
  7. 7. The ways people can follow us Social Media
  8. 8. <ul><li>Channel for news and updates </li></ul><ul><li>Not just press releases </li></ul><ul><li>Promotion of site content, events, blogs, careers etc </li></ul>Twitter
  9. 9. <ul><li>Corporate and brand videos </li></ul><ul><li>A driver to centrica.com </li></ul>YouTube
  10. 10. <ul><li>A hub page for our SM presence </li></ul><ul><li>Feeds from our other channels </li></ul>Facebook
  11. 11. Winning people over internally <ul><ul><li>Develop a strategy </li></ul></ul><ul><ul><li>Find ways to measure the impact </li></ul></ul><ul><ul><li>Start relatively small and safely </li></ul></ul><ul><ul><li>Target one audience at a time </li></ul></ul><ul><ul><li>Work closely with legal and media colleagues </li></ul></ul><ul><ul><li>Develop a clear but speedy sign off process </li></ul></ul>
  12. 12. The lessons <ul><li>Don’t expect miracles </li></ul><ul><ul><li>relatively low hit rate / comments </li></ul></ul><ul><ul><li>need to manage expectations </li></ul></ul><ul><ul><li>low initial engagement </li></ul></ul><ul><li>BUT stakeholders appreciate it </li></ul>
  13. 13. Centrica Views - results <ul><li>Visitors who go to Centrica views content: </li></ul><ul><li>Access 11 more pages each visit than average </li></ul><ul><li>They spend on average 8 mins longer on the site </li></ul><ul><li>They are 10% more likely to revisit Centrica.com </li></ul>

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