Union Gas is a major Canadian natural gas storage, transmission and distribution company with over $7 billion in assets. It has around 1.4 million customers and 2,200 employees. The document discusses Union Gas' social media strategy to enhance its image, personalize the brand, manage issues, and support initiatives like advocacy, energy literacy, safety campaigns, and recruitment. It provides an overview of Union Gas' current social media presence and analytics, and discusses expanding live tweeting of events and using digital storytelling to engage more communities in 2015.

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

10. 10
Connect with Us
Facebook.com/UnionGas
Youtube.com/UnionGas
LinkedIn.com/company/Union-Gas
Twitter.com/UnionGas