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Union Gas Social Media Strategy
- 1. June, 2015 Union Gas Social Media Strategy
- 2. 2 Union Gas Overview • Major Canadian natural gas storage, transmission and distribution company based in Ontario • Over 100 years of experience and safe service to customers • Dawn Storage facility – largest underground storage facility in Canada • Dawn Hub, one of the top-5 physically traded hubs in North America • Assets of $7 billion, ~1.4 million customers, ~2,200 employees • One of Canada's Top 100 Employers 2011-2015 • A Spectra Energy (NYSE: SE) company Retail Customers 1.4 million 2014 Pipeline Throughput 1.2 Tcf Distribution Pipe 64,200 km / 39,870 mi Storage Capacity 157 Bcf Transmission Pipe 4,811 km / 2,988 mi
- 3. 3 57million engaged with their utilities in 2011 in social media 79%Canadians have internet access 5.8Million Canadians looking for a job on Social Media Landscape
- 4. 4 Union Gas Social Media Strategy • Enhance image and reputation • Personalize the company • Issue identification and management • Support and advance business initiatives e.g.: – Advocacy – Energy literacy – Safety awareness campaigns – Industry issues – Marketing – Recruitment efforts Brand Awareness Recruitment Issue Management Marketing
- 5. 5 Union Gas Social Media Status • Actively posting on Facebook, Twitter, YouTube, LinkedIn • Automated 24/7 real time monitoring • Established issue escalation process • Content plan and editorial calendar– cross platform coordination • Digital image and video library • Ongoing channel and campaign analytics – Follower growth and quality (target audience, influence) – Engagement - likes / shares – Action – e.g. click throughs, adoption rates, job applications – Longer term – customer satisfaction & brand impact
- 6. 6 Dark Posts - Advertising Facebook – Paperless Billing What we Introduced in 2014 Live Tweeting Executive Speaking Engagements – Advocacy Facebook – Energy East
- 7. 7 “ Broadening our Horizons Expand the use of live tweeting Live-tweeting is defined as posting comments on Twitter while the event is taking place. “ 2015
- 8. 8 Broadening our Horizons The use of live tweeting Engagement: We saw approx. 68% more in our viewers engagement in the conversation. Promotion: We had 5,000 impressions for each event, another 30,000 through re-tweets. Spark Attention: 90% more retweets than on the average day, people showed interest. Community: Social connections are important to form with our communities. 2015
- 9. 9 Broadening our Horizons Digital Story Telling 2015 vs Red Lake Video
Editor's Notes
- Figures as of December 31, 2014.
- Social media brings together communities of information that you wouldn’t be able to via one channel (phone, email , web). Approximately 57 million customers worldwide use social media to engage utilities in 2011 – it is expected to rise to 624 million customers by end of 2017. Nearly 60 percent of respondents who interacted with utilities via social media said that they do so regularly or very often should be recognized as a valid and viable option for utilities to grow engagement. Source: Source: Navigant Research, Feb 20, 'Social Media in the Utility Industry,‘ Recent statistics show that a large number of Canadians have access to the Internet and use it regularly. According to data from Statistics Canada’s 2010 Canadian Internet Use Survey, approximately 79% of all Canadians had Internet access, and approximately 80% used it regularly. This will have grown, now that we are in 2015. Decision makers and industry stakeholders are also active in social media,. All levels of government are using social media. For example The Government of Canada and its institutions hosted 278 Twitter accounts, 120 Facebook pages, 85 YouTube pages and 12 official blogs. Fire and Police are using social media to provide real-time information on road closures and emergency response. Increasingly, prospective employees are using social media in their job search - LinkedIn currently has 5.8 million Canadians looking for jobs.
- Twitter recaps posted on http://www.uniongas.com/newsroom/speeches