engaging online: experiences from a corporate blogging portal by simon henderson, director of...

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Engaging online – lessons and experiences from the UK's first corporate blogging portal Simon Henderson Director of Corporate Responsibility & Internal Communications at Centrica

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Page 1: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

Engaging online – lessons and experiences from the UK's first corporate blogging portal

Simon Henderson

Director of Corporate Responsibility & Internal Communications at Centrica

Page 2: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

Engaging online

Experiences from a corporate blogging portal

Simon Henderson Centrica

19 November 2009

Page 3: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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Centrica.com

Page 4: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•Facilitate debate

•A dynamic platform

for big energy

issues

•Engaging and

impactful

Centrica Views

Page 5: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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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

Page 6: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•Graduates led the

way…

•Tech savvy

•Encouraged

comments

•Easy to measure

impact

Graduate blogs

Page 7: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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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

Page 8: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•Live Q&A

•Direct dialogue with

stakeholders

•Openness and

transparency

Graduate web chats

Page 9: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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The ways people can

follow us

Social Media

Page 10: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•Channel for news and

updates

•Not just press

releases

•Promotion of site

content, events,

blogs, careers etc

Twitter

Page 11: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•Corporate and brand

videos

•A driver to

centrica.com

YouTube

Page 12: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•A hub page for

our SM presence

•Feeds from our

other channels

Facebook

Page 13: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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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

Page 14: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•Local community

concerns

•Discussed on Twitter

Langage power station

Page 15: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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•We were able to

respond in same

forum

•Monitoring system

worked

•Able to address

concerns quickly

Langage power station

Page 16: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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Addressing myths

through their web site

Starbucks

Page 17: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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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

Page 18: Engaging online: Experiences from a corporate blogging portal by Simon Henderson, Director of Corporate Responsibility & Internal Communications, Centrica

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Summary – so far, it’s been a success

• Centrica Views – a FTSE100 integrated blogging platform

• Rising interest @ 3,500 views per month

• CR web chat – 26 questions in 1.5 hours

• Issues handled

• Beginning to be integrated into our way of working