Proactive storm safety education & outreach PREMISE: KEEP CUSTOMERS INFORMED ABOUT SAFETY BEFORE, DURING AND AFTER STORMS AND MAJOR EVENTS
BLENDS EMPLOYEE ENGAGEMENT AND SOCIAL MEDIA Narragansett Lighting—celebrate connection with heritage company Ryan Leclair—this story came from employee communications Deborah Lebl—another example of telling an employee’s story and telling it internally
PROACTIVELY ENGAGING OUR CUSTOMERS IN REAL TIME LEVERAGING TECHNOLOGY AND MULTIPLE DEPARTMENTS The National Grid Social Media Conversation Suite Single location for “social champions” to monitor and track conversations Designed to engage our customers immediately Uses technology to measure customer sentiment in real time Tracks social intelligence for understanding our brand & reputation, the industry and customers Creates a culture of social media ambassadors Raises profile among the most progressive companies in the world (e.g., Dell, MasterCard, Salesforce.com, PepsiCo) The 4 monitors will display: HootSuite Pro Dashboard Simply Measured Insights Social channel rotation Simply Measured Word Cloud Also Tagboard and SocialMention
National grid more than a tagline
Rafael Sulit, US Brand Director
Chartwell Best Practices Webinar
June 5, 2014
Engage on Twitter using @RaffyInNY #NationalGrid
More than a tagline
Who we are.
What we do.
Brian Katie Lauren
To advance the brand promise as expressed
through “Here With You. Here For You.” by
proactively educating and informing customers
across all marketing channels through external
and internal branding, creative services &
production and social media marketing.
Listening to our customers
“I don’t think they’re as good
as they used to be when the
other company ran it.”
“I don’t feel that National
Grid is really into the
community like my
“They took over
my local utility.”
Customers want to
feel more valued
feeling local impact
Customers desire better
Brand Research Customer Tensions (digital)
Illuminating an opportunity
Brand Heritage Digital Emphasis
Foundation—US brand strategy
National Grid enables where you live, work, and play.
It’s about culture.
It’s about purpose.
“Purpose is the
about the difference
you are trying to make
in the world.”
“Building a brand-based culture is not
just about creating short-term buzz.”
“To create a brand-centric
environment, you have to ensure
that employees are living the brand
consistently on a daily basis.”