Integrating Online Strategy Within a Traditional Organization


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Discover how SaskPower integrates social, online and traditional media across their organization to create a cohesive brand experience for customers and stakeholders. You’ll leave with the tools your organization needs to break down channel silos, and create integrated and consistent brand communications.

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  • You lose context (measuring in silos)
  • Customer-focused integrated messagingCommunications coordinated across channels and platforms that focus on driving desired behaviors, improving outcomes, and maximizing value for customers and SaskPower.
  • Abandon the siloed, channel-focused approach, and integrate customer messaging.Was it a process problem? A people thing?A strategy issue?Brand void? Maybe we need more research?Rewrite the creative brief and not call it a “brief”?
  • Talk about how a creative brief workedAgency came up with good conceptsFell apart in execution (in house teams, agency etc)
  • Basic persuasion – just the facts – doesn’t always workTechniques used to influence behavior Consider the emotion that is driving someone to seek out the information If it is positive - how can you make it even stronger? If it is negative, how can you reframe the negative as a positive? i.e. Problem: You’ve had a car accident (-ve). Solution: “It happens to everyone and we are here to help you” (+ve).
  • Integrating Online Strategy Within a Traditional Organization

    1. 1. Integrating Online StrategyWithin a TraditionalOrganizationLisa Raddysh - @lraddFUZE 2013 1
    2. 2. @lradd | #fuzeyxe About SaskPower Vision A world-leading power company through innovation, performance and service MissionFormed through The Reliable, affordable, sustainable powerPower Commission Actin 1929, SaskPower isa provincial Crown Valuescorporation. • Safety • Dedication • Respect 2
    3. 3. @lradd | #fuzeyxe Corporate profilePeople• Nearly 482,000 customers• Over 2,700 permanent full-time employeesFinancial• $6.3 billion in assets• $1.8 billion in revenueStewardship• 4,094 MW of total generation capacity  3,513 MW – SaskPower  581 MW – Independent Power Producers• 3,265 MW is record system peak load – set in January 2012 3
    4. 4. @lradd | #fuzeyxe 4
    5. 5. @lradd | #fuzeyxe Our challenges1. Our customers have come to take electricity for granted2. Engaging consumers so they listen, lend positive support, and participate in Demand Side Management initiatives3. Building trust in order to gain public engagement for needed infrastructure renewal4. Our existing trust and credibility is tied to an older generationAttract and retain top talent. 5
    6. 6. @lradd | #fuzeyxeCase: Farm Safety CommunicationsWHERE WE STARTED 6
    7. 7. @lradd | #fuzeyxeMessaging and channel silos 7
    8. 8. @lradd | #fuzeyxeAppealing to the logical mind Mercedes Benz Ad. 8
    9. 9. @lradd | #fuzeyxeDigital team not integrated with everyone else 9
    10. 10. @lradd | #fuzeyxe“Traditional” led all creative 10
    11. 11. @lradd | #fuzeyxeResulting in work like this 11
    12. 12. @lradd | #fuzeyxe 12
    13. 13. @lradd | #fuzeyxesuccess = matching luggage 13
    14. 14. @lradd | #fuzeyxeA channel-focused approachkeeps communications siloed! Paid Print Web Mobile Internal Planning Planning Planning Planning Planning Creative Creative Creative Creative Creative Content Content Content Content Content Delivery Delivery Delivery Delivery Delivery Measure Measure Measure Measure Measure 14
    15. 15. @lradd | #fuzeyxe As a bonus to reinforcing our silos we also got…• Weak calls to action• Identical messages on each element• Unmemorable communications• Limited success 15
    16. 16. Then a shift in our thinking started @lradd | #fuzeyxe happening…OLD THINKING NEW THINKINGTarget people Attract peoplePlan for campaigns Plan for entire customer relationshipsTell, or talk, the Tell and show, or walk,message the messageBlast the message Reveal facets of therepeatedly messageForce or trick NudgeDetached ContextualAction only Attitude and action 16
    17. 17. @lradd | #fuzeyxeWe recognized humans are emotional 17
    18. 18. @lradd | #fuzeyxeWe have a new VP who’s obsessed with customers  Diane Avery, Vice president Customer Services 18
    19. 19. @lradd | #fuzeyxeWe got social 19
    20. 20. @lradd | #fuzeyxeIt became clearer that we neededto join the dots across all channels Outdoor Brochures Media Traditional Radio Print Posters Newsletter PR Website User- Online MyPower Digital Ads Account Mobile created Viral SEM content SEO Fan Facebook Branded pages Social Ads social outposts Blog posts Bought Owned Earned 20
    21. 21. @lradd | #fuzeyxeBut how? 21
    22. 22. @lradd | #fuzeyxe Three keys to integrating online1. Plan a unified experience end-to-end2. Reorientate your organization so web isn’t a “digital ghetto”3. Improve processes and just start doing it 22
    23. 23. @lradd | #fuzeyxe 1. Plan a unified experienceTraditional Creative Brief Detailed Experience Planner + 23
    24. 24. @lradd | #fuzeyxe Our Experience Planner template captures• Element• Purpose• Audience• Primary and secondary message• Persuasion trigger• Content requirements• What task do we want people to complete/call to action• Timing 24
    25. 25. @lradd | #fuzeyxeIt’s completed by a cross- functional group 25
    26. 26. @lradd | #fuzeyxe Examples of persuasion triggersTRIGGER DESCRIPTIONCommitment We like to believe that our behaviour is consistent with our beliefs.Compliance Once you get a person to do one small thing, it is easier to getLaddering them to do the next, and then the next, and then the next…Extrinsic Reward I do something and I get something back. When the reward goes away so does the loyalty.Fear of Loss The human brain is averse to losing value or attributes.Power of People We like things we get from people we like.We LikeSocial Learning We learn from watching others, especially if they are like us.Social Proof We like to observe other people’s behavior to judge what’s normal, and then we copy it as we assume that they are having a positive experience and want to do the same thing. 26
    27. 27. @lradd | #fuzeyxe2. Embed digitally smart people• We deliberately removed a silo so online wasn’t the exclusive territory of a few• I insisted all staff have a base understanding of the online channels• We foster collaboration• We undertook governance and standards work 27
    28. 28. @lradd | #fuzeyxe3. Simplify your process and start• You likely won’t get it right the first time and that’s ok!• Iterate and continue to improve• Don’t be too rigid and keep it simple• When in doubt, try something 28
    29. 29. @lradd | #fuzeyxeCase: Farm Safety CommunicationsWHERE WE ARE NOW 29
    30. 30. @lradd | #fuzeyxeSame campaign this year 30
    31. 31. @lradd | #fuzeyxe 31
    32. 32. @lradd | #fuzeyxe 32
    33. 33. @lradd | #fuzeyxe Is changing worth the effort?Old New 33
    34. 34. @lradd | #fuzeyxeThank you!CONTACTLisa | @lraddAll images property of their respective owners, used under a Creative Commons license, orcopyright as noted. 34