Engaging online – lessons and experiences from the UK's first corporate blogging portalSimon HendersonDirector of Cor...
Engaging onlineExperiences from a corporate blogging portal<br />Simon Henderson <br />Centrica<br />19 November 2009<br />
Centrica.com<br />
Centrica Views<br /><ul><li>Facilitate debate
A dynamic platform for big energy issues
Engaging and impactful</li></li></ul><li>Challenges before launch<br />Not a consumer brand – who are our corporate audien...
Graduate blogs<br /><ul><li>Graduates led the way…
Tech savvy
Encouraged comments
Easy to measure impact</li></li></ul><li>Corporate blogs<br /><ul><li>Covering energy industry and company topics
Experts from around the business
Starting to get cut through with opinion formers</li></li></ul><li>Graduate web chats<br /><ul><li>Live Q&A
Direct dialogue with stakeholders
Openness and transparency</li></li></ul><li>Social Media<br />The ways people can follow us<br />
Twitter<br /><ul><li>Channel for news and updates
Not just press releases
Promotion of site content, events, blogs, careers etc</li></li></ul><li>YouTube<br /><ul><li>Corporate and brand videos
A driver to centrica.com</li></li></ul><li>Facebook<br /><ul><li>A hub page for our SM presence
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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

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