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Monday, 21 May 2012 Patrick Stella, US Media Relations
Social Media Relations
2
Who We Are
3
Who We Are in the US
• One of the world’s largest
investor-owned utilities
• Capital Invested
35% US, 65% UK
• 28,000 em...
4
Who We Are in the UK
• Electricity Transmission
System in England and Wales
• Gas transmission system in
Great Britian
•...
5
6
The Brave New World
7
Marketing vs. Media Relations
Social Web has been mined for marketing
opportunities for several years.
 How can Social...
8
Journalism 2012
The Rise and Fall of TV Journalism
The Paradigm Shift in Journalism
9
Why Social Media matters …
1. It’s where things happen first
2. Linking to articles, distributing content
3. As a search...
10
What are Journalists Doing on Social Media?
 Finding and cultivating sources.
 Following news and events in real time...
11
Listening
Social Media is the new tool for journalism for finding stories, sources and more.
Right from the present day...
12
The Groundswell
 Listening
 Talking
 Energizing
 Supporting
 Embracing
13
Community… power of the network
14
Listening
15
Listening
 Listen to what your
contacts are working on, the
questions they are asking
your customers and how you
can a...
16
Talking
 Your reporters are out
there looking for stories,
connecting with your
customers. Know what they
are looking ...
17
Energizing
Energizing
 Proactive Tweets and Facebook posts to current news releases,
positive stories you have worked...
18
Supporting
 Sign up!
 Facebook
 Twitter
 Google +
 LinkedIn
 Digg
 Respond – Reactive and Proactive
 Pitch
 Re...
19
Embracing
 Reporters see these Tweets, so why not
reply when you can or address them
before they become a story?
20
“Instead of meeting for a cup of coffee,
I shoot the breeze with some PR folks/sources on Twitter.”
Embracing
21
Patrick.stella@us.ngrid.com
@stellapds on Twitter
Patrick Stella on Facebook
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National Grid Social Media Relations from SMi Social Media in the Utilities Sector event

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Social Media Relations presentation from SMI’s Social Media in the Utilities Sector event by Patrick Stella, Lead Media Relations Representative for National Grid.

Read the Social Media Portal (SMP) Profiled interview at http://bit.ly/L9x5mT

National Grid on Twitter @nationalgridus
National Grid on Facebook
National Grid website http://nationalgridus.com

Many thanks to Patrick Stella and National Grid

Published in: Technology, Business
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Transcript of "National Grid Social Media Relations from SMi Social Media in the Utilities Sector event"

  1. 1. Monday, 21 May 2012 Patrick Stella, US Media Relations Social Media Relations
  2. 2. 2 Who We Are
  3. 3. 3 Who We Are in the US • One of the world’s largest investor-owned utilities • Capital Invested 35% US, 65% UK • 28,000 employees 63% US; 37% UK • Approximately 19 million industrial, commercial and domestic customers • Currently own over 4,000MW of generation
  4. 4. 4 Who We Are in the UK • Electricity Transmission System in England and Wales • Gas transmission system in Great Britian • French Interconnector • LNG Storage
  5. 5. 5
  6. 6. 6 The Brave New World
  7. 7. 7 Marketing vs. Media Relations Social Web has been mined for marketing opportunities for several years.  How can Social Web be used from a strictly Media Relations perspective?  Social Web is about connection. Media Relations is about connection.
  8. 8. 8 Journalism 2012 The Rise and Fall of TV Journalism The Paradigm Shift in Journalism
  9. 9. 9 Why Social Media matters … 1. It’s where things happen first 2. Linking to articles, distributing content 3. As a search engine, it rivals Google 4. Self-promotion, contacts that move with you 5. Building traffic for new blog, new beat 6. Cultivating sources 7. Real-time news .. right here, right now … 8. Creating community .. power in the network 9. Diversity .. opens up your source base Twitter … and Facebook… and LinkedIn… and Flickr…. and Tumblr… and Blogger… and YouTube… and WordPress… and Foursquare… and Google Reader…
  10. 10. 10 What are Journalists Doing on Social Media?  Finding and cultivating sources.  Following news and events in real time.  Discovering story ideas.  Sharing scoops and useful information.  Promoting their work and themselves.
  11. 11. 11 Listening Social Media is the new tool for journalism for finding stories, sources and more. Right from the present day TV reporter at WSAV, Savannah, GA
  12. 12. 12 The Groundswell  Listening  Talking  Energizing  Supporting  Embracing
  13. 13. 13 Community… power of the network
  14. 14. 14 Listening
  15. 15. 15 Listening  Listen to what your contacts are working on, the questions they are asking your customers and how you can add value, or how you can answer questions before they become stories.
  16. 16. 16 Talking  Your reporters are out there looking for stories, connecting with your customers. Know what they are looking for and know what your customers are saying!  Where appropriate, talk back and answer customers before the reporters do!
  17. 17. 17 Energizing Energizing  Proactive Tweets and Facebook posts to current news releases, positive stories you have worked on that were broadcast or written  Marketing Initiatives
  18. 18. 18 Supporting  Sign up!  Facebook  Twitter  Google +  LinkedIn  Digg  Respond – Reactive and Proactive  Pitch  Re-Tweet and post your contacts stories (utility related or not)  Comment on your contacts posts, Tweets, etc.
  19. 19. 19 Embracing  Reporters see these Tweets, so why not reply when you can or address them before they become a story?
  20. 20. 20 “Instead of meeting for a cup of coffee, I shoot the breeze with some PR folks/sources on Twitter.” Embracing
  21. 21. 21 Patrick.stella@us.ngrid.com @stellapds on Twitter Patrick Stella on Facebook

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