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Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica
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Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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  • 1. Engaging online – lessons and experiences from the UK's first corporate blogging portalSimon HendersonDirector of Corporate Responsibility & Internal Communications at Centrica
  • 2. Engaging onlineExperiences from a corporate blogging portal
    Simon Henderson
    Centrica
    19 November 2009
  • 3. Centrica.com
  • 4. Centrica Views
    • Facilitate debate
    • 5. A dynamic platform for big energy issues
    • 6. Engaging and impactful
  • 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
  • 7. Graduate blogs
    • Graduates led the way…
    • 8. Tech savvy
    • 9. Encouraged comments
    • 10. Easy to measure impact
  • Corporate blogs
    • Covering energy industry and company topics
    • 11. Experts from around the business
    • 12. Starting to get cut through with opinion formers
  • Graduate web chats
    • Live Q&A
    • 13. Direct dialogue with stakeholders
    • 14. Openness and transparency
  • Social Media
    The ways people can follow us
  • 15. Twitter
    • Channel for news and updates
    • 16. Not just press releases
    • 17. Promotion of site content, events, blogs, careers etc
  • YouTube
    • Corporate and brand videos
    • 18. A driver to centrica.com
  • Facebook
    • A hub page for our SM presence
    • 19. Feeds from our other channels
  • Winning people over internally
    • Develop a strategy
    • 20. Find ways to measure the impact
    • 21. Start relatively small and safely
    • 22. Target one audience at a time
    • 23. Work closely with legal and media colleagues
    • 24. Develop a clear but speedy sign off process
  • Langage power station
    • Local community concerns
    • 25. Discussed on Twitter
  • Langage power station
    • We were able to respond in same forum
    • 26. Monitoring system worked
    • 27. Able to address concerns quickly
  • Starbucks
    Addressing myths through their web site
  • 28. The lessons
    Don’t expect miracles
    relatively low hit rate / comments
    need to manage expectations
    low initial engagement
    BUT stakeholders appreciate it
  • 29. Summary – so far, it’s been a success
    Centrica Views – a FTSE100 integrated blogging platform
    Rising interest @ 3,500 views per month
    CR web chat – 26 questions in 1.5 hours
    Issues handled
    Beginning to be integrated into our way of working

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