Social Media in a Corporate Context 2010 - Simon Henderson
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Engaging online Experiences from a corporate blogging portal Simon Henderson Centrica 28 April 2010
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The corporate blog - Globally, 91% of corporate bloggers cite internal communications as their primary function, but recent research shows that 67% of journalists use corporate blogs as secondary source material and 58% of investment analysts refer to them for their research. The blog has become an important communications channel for all stakeholder groups so why does the UK trail behind the US and much of corporate Europe in corporate blogging? This session highlights the role blogs can play.
Transcript of Social Media in a Corporate Context 2010 - Simon Henderson
Engaging onlineExperiences from a corporate blogging portal
Simon Henderson Centrica
28 April 2010
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Centrica.com
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• Facilitate debate
• A dynamic platform for big energy issues
• Engaging and impactful
Centrica Views
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Challenges before launch
• Not a consumer brand – who are our corporate
audiences and what can we blog to them about?
• Demonstrating the value - does the effort involved
have any payback?
• Could this engagement backfire
• How do we identify bloggers internally and
encourage them to be active
• Maintaining regular content
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• Graduates led the way…
• Tech savvy
• Encouraged comments
• Easy to measure impact
Graduate blogs
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• Covering energy industry and company topics
• Experts from around the business
• Starting to get cut through with opinion formers
Corporate blogs
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The ways people can follow us
Social Media
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• Channel for news and updates
• Not just press releases
• Promotion of site content, events, blogs, careers etc
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• Corporate and brand videos
• A driver to centrica.com
YouTube
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• A hub page for our SM presence
• Feeds from our other channels
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Winning people over internally
• Develop a strategy
• Find ways to measure the impact
• Start relatively small and safely
• Target one audience at a time
• Work closely with legal and media colleagues
• Develop a clear but speedy sign off process
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The lessons
• Don’t expect miracles
relatively low hit rate / comments
need to manage expectations
low initial engagement
• BUT stakeholders appreciate it
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Centrica Views - results
Visitors who go to Centrica views content:
Access 11 more pages each visit than average
They spend on average 8 mins longer on the site
They are 10% more likely to revisit Centrica.com
