SlideShare uma empresa Scribd logo
1 de 27
Baixar para ler offline
Rafael Sulit, US Brand Director
Chartwell Best Practices Webinar
June 5, 2014
Engage on Twitter using @RaffyInNY #NationalGrid
More than a tagline
2
National Grid
3
Orientation amidst a crisis
4
Why it’s more than a tagline
 Three Cs:
Customers
Culture
Connection
Customers
6
Who we are.
What we do.
RockyLaura
Brian Katie Lauren
Henry Rafael
Emily
Cindy
Lori
Anthony
Heather
To advance the brand promise as expressed
through “Here With You. Here For You.” by
proactively educating and informing customers
across all marketing channels through external
and internal branding, creative services &
production and social media marketing.
7
Listening to our customers
“I don’t think they’re as good
as they used to be when the
other company ran it.”
“I don’t feel that National
Grid is really into the
community like my
previous utility.”
“They took over
my local utility.”
Customers want to
feel more valued
Customers desire
feeling local impact
Customers desire better
digital experiences
Brand Research Customer Tensions (digital)
8
Illuminating an opportunity
Brand Heritage Digital Emphasis
CUSTOMER SERVICE
COMMUNITY
INNOVATION
9
Foundation—US brand strategy
LOCAL
Brand Essence
Brand Promise
National Grid enables where you live, work, and play.
10
Bringing the strategy to life
11
Aiming for specific goal posts
 Committed to making the
community better
 Trust
 Favorability
Culture
13
It’s about culture.
It’s about purpose.
“Purpose is the
definitive statement
about the difference
you are trying to make
in the world.”
“Building a brand-based culture is not
just about creating short-term buzz.”
“To create a brand-centric
environment, you have to ensure
that employees are living the brand
consistently on a daily basis.”
14
Tapping into our soul
15
Starting inward then outward:
“road show”
16
Engaging internally
17
Expanding resonance
18
Partnering with the “front lines”
Connection
This text box and image
can be deleted and
replaced with your own
selection from Brand
Central’s image library.
20
Applying a 360° channel model
Air cover On the ground presence Causes and passions
Experiential Social amplificationEmployee engagement
21
Treating programs like storms:
“stay connected”
22
Connecting employees with social
23
Leveraging #GridCentral
24
Branding with impact across all
service territories
LOCAL is resonatingElevating brand imagery
74%
86%
56%
67%60%
75%
50%
60%
70%
80%
90%
Q2'13
Q3'13
Q4'13
Q1'14
Q2'14
Q3'14
Awareness
Trust Advice
Favorability
48%
52%
63%
45%
50%
57%
40%
50%
60%
70%
Q2'13
Q3'13
Q4'13
Q1'14
Q2'14
Q3'14
Committed to
the community
+13pp
+12-15pp
Social media engagement above benchmark
25
Getting industry recognition
26
Closing thoughts
 Three Cs”
 Customers
 Culture
 Connection
 Moving forward
 Less is more
 Unique partnerships
 Increased precision
2727
Thank you
 Stay Connected
 Twitter (@NationalGridUS)
 Facebook (National Grid: Corporate, MA, RI, Metro NY/Long Island, Upstate NY)
 Instagram (National Grid)
 LinkedIn (National Grid)
 National Grid mobile app (iTunes and Droid app stores)
 Corporate blog (National Grid Connecting, http://us.nationalgridconnecting.com/)
 My contact information
 rafael.sulit@nationalgrid.com
 @RaffyInNY
 LinkedIn

Mais conteúdo relacionado

Mais procurados

Foundation for Sustainable Development Marketing Strategy Brief
Foundation for Sustainable Development Marketing Strategy Brief Foundation for Sustainable Development Marketing Strategy Brief
Foundation for Sustainable Development Marketing Strategy Brief Kevin Slatz
 
Final portfolio!
Final portfolio! Final portfolio!
Final portfolio! Kay Johnson
 
Ed Limon from Winged Whale Media shares his insights on virtual and augmented...
Ed Limon from Winged Whale Media shares his insights on virtual and augmented...Ed Limon from Winged Whale Media shares his insights on virtual and augmented...
Ed Limon from Winged Whale Media shares his insights on virtual and augmented...CytrusLogic LLC
 
Meghan Farner - Final Portfolio
Meghan Farner - Final PortfolioMeghan Farner - Final Portfolio
Meghan Farner - Final PortfolioMeghan Farner
 
Media Planning: A Focus On Earned Media
Media Planning: A Focus On Earned MediaMedia Planning: A Focus On Earned Media
Media Planning: A Focus On Earned MediaIkechukwu Ikekwem
 
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...Spredfast
 
13 a final portfolio brian merjil
13 a final portfolio brian merjil13 a final portfolio brian merjil
13 a final portfolio brian merjilbmerjil
 
13A Final Portfolio Brian Merjil
13A Final Portfolio Brian Merjil13A Final Portfolio Brian Merjil
13A Final Portfolio Brian MerjilBrian Merjil
 
Skin and lasessevised
Skin and lasessevisedSkin and lasessevised
Skin and lasessevisedHeidi Nelson
 
Defining The Content Strategy
Defining The Content StrategyDefining The Content Strategy
Defining The Content StrategyKatanaHaley
 
Young Lions CZ 2022 | DIGITAL 13
Young Lions CZ 2022 | DIGITAL 13Young Lions CZ 2022 | DIGITAL 13
Young Lions CZ 2022 | DIGITAL 13YoungLionsCZ
 
Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...
Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...
Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...Ravi David Prasad
 
Social Media is More Than a Metric
Social Media is More Than a MetricSocial Media is More Than a Metric
Social Media is More Than a MetricSpredfast
 
Young Lions CZ 2022 | DIGITAL 14
Young Lions CZ 2022 | DIGITAL 14Young Lions CZ 2022 | DIGITAL 14
Young Lions CZ 2022 | DIGITAL 14YoungLionsCZ
 
Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012
Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012
Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012India Social
 

Mais procurados (15)

Foundation for Sustainable Development Marketing Strategy Brief
Foundation for Sustainable Development Marketing Strategy Brief Foundation for Sustainable Development Marketing Strategy Brief
Foundation for Sustainable Development Marketing Strategy Brief
 
Final portfolio!
Final portfolio! Final portfolio!
Final portfolio!
 
Ed Limon from Winged Whale Media shares his insights on virtual and augmented...
Ed Limon from Winged Whale Media shares his insights on virtual and augmented...Ed Limon from Winged Whale Media shares his insights on virtual and augmented...
Ed Limon from Winged Whale Media shares his insights on virtual and augmented...
 
Meghan Farner - Final Portfolio
Meghan Farner - Final PortfolioMeghan Farner - Final Portfolio
Meghan Farner - Final Portfolio
 
Media Planning: A Focus On Earned Media
Media Planning: A Focus On Earned MediaMedia Planning: A Focus On Earned Media
Media Planning: A Focus On Earned Media
 
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...
Smart Social Summit 2017 | The Short Attention Span Antidote: Mastering & Mon...
 
13 a final portfolio brian merjil
13 a final portfolio brian merjil13 a final portfolio brian merjil
13 a final portfolio brian merjil
 
13A Final Portfolio Brian Merjil
13A Final Portfolio Brian Merjil13A Final Portfolio Brian Merjil
13A Final Portfolio Brian Merjil
 
Skin and lasessevised
Skin and lasessevisedSkin and lasessevised
Skin and lasessevised
 
Defining The Content Strategy
Defining The Content StrategyDefining The Content Strategy
Defining The Content Strategy
 
Young Lions CZ 2022 | DIGITAL 13
Young Lions CZ 2022 | DIGITAL 13Young Lions CZ 2022 | DIGITAL 13
Young Lions CZ 2022 | DIGITAL 13
 
Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...
Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...
Ravi's portfolio # 11 eukanuba, an integrated, digital, social media campaign...
 
Social Media is More Than a Metric
Social Media is More Than a MetricSocial Media is More Than a Metric
Social Media is More Than a Metric
 
Young Lions CZ 2022 | DIGITAL 14
Young Lions CZ 2022 | DIGITAL 14Young Lions CZ 2022 | DIGITAL 14
Young Lions CZ 2022 | DIGITAL 14
 
Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012
Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012
Future of Reputation - Senjam Raj Sekhar, Vedanta at the IndiaSocial Summit 2012
 

Semelhante a National grid more than a tagline

Gelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of SocialGelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of SocialEndeavor Management
 
Make Your Nonprofit Irresistible to Candidates [Webinar]
Make Your Nonprofit Irresistible to Candidates [Webinar]Make Your Nonprofit Irresistible to Candidates [Webinar]
Make Your Nonprofit Irresistible to Candidates [Webinar]LinkedIn Talent Solutions
 
Digital Jungle Credentials 2011
Digital Jungle Credentials 2011Digital Jungle Credentials 2011
Digital Jungle Credentials 2011christiansolo
 
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesBranding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
 
Kohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James SandoraKohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James SandoraBrandwatch
 
Reinventing Your Company in a Customer-Driven Marketplace
Reinventing Your Company in a Customer-Driven MarketplaceReinventing Your Company in a Customer-Driven Marketplace
Reinventing Your Company in a Customer-Driven MarketplaceDrake International
 
WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...
WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...
WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...WSI Digital Marketing
 
Practical Tips for Becoming a Socially Awesome Brand
Practical Tips for Becoming a Socially Awesome BrandPractical Tips for Becoming a Socially Awesome Brand
Practical Tips for Becoming a Socially Awesome BrandDeelightful Studios
 
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...Michelle Killebrew
 
From Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLoveFrom Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLoveHootsuite
 
Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...
Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...
Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...Shane Gibson
 
8 Steps to the Ultimate Surprise & Delight Campaign
8 Steps to the Ultimate Surprise & Delight Campaign 8 Steps to the Ultimate Surprise & Delight Campaign
8 Steps to the Ultimate Surprise & Delight Campaign Digital Roots
 
Community webinar presentation v2
Community webinar presentation v2Community webinar presentation v2
Community webinar presentation v2QuestionPro
 
HOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTY
HOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTYHOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTY
HOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTYSusan Emerick
 
Breakfast creative credentials.October 2015
Breakfast creative credentials.October 2015Breakfast creative credentials.October 2015
Breakfast creative credentials.October 2015Ed Will
 
Social Media Presentation: Power to the CoWsumer
Social Media Presentation: Power to the CoWsumerSocial Media Presentation: Power to the CoWsumer
Social Media Presentation: Power to the CoWsumerElmar Duiveman
 
Measurement, Hyper-Local Marketing, and Campaigns
Measurement, Hyper-Local Marketing, and Campaigns Measurement, Hyper-Local Marketing, and Campaigns
Measurement, Hyper-Local Marketing, and Campaigns Shane Gibson
 

Semelhante a National grid more than a tagline (20)

Gelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of SocialGelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of Social
 
Make Your Nonprofit Irresistible to Candidates [Webinar]
Make Your Nonprofit Irresistible to Candidates [Webinar]Make Your Nonprofit Irresistible to Candidates [Webinar]
Make Your Nonprofit Irresistible to Candidates [Webinar]
 
Digital Jungle Credentials 2011
Digital Jungle Credentials 2011Digital Jungle Credentials 2011
Digital Jungle Credentials 2011
 
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesBranding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
 
Kohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James SandoraKohler: Client Case Talk - James Sandora
Kohler: Client Case Talk - James Sandora
 
Reinventing Your Company in a Customer-Driven Marketplace
Reinventing Your Company in a Customer-Driven MarketplaceReinventing Your Company in a Customer-Driven Marketplace
Reinventing Your Company in a Customer-Driven Marketplace
 
WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...
WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...
WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 ...
 
Practical Tips for Becoming a Socially Awesome Brand
Practical Tips for Becoming a Socially Awesome BrandPractical Tips for Becoming a Socially Awesome Brand
Practical Tips for Becoming a Socially Awesome Brand
 
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...
 
From Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLoveFrom Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLove
 
Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...
Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...
Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, an...
 
H&M IMC Campaign
H&M IMC CampaignH&M IMC Campaign
H&M IMC Campaign
 
Social media-tactics
Social media-tacticsSocial media-tactics
Social media-tactics
 
8 Steps to the Ultimate Surprise & Delight Campaign
8 Steps to the Ultimate Surprise & Delight Campaign 8 Steps to the Ultimate Surprise & Delight Campaign
8 Steps to the Ultimate Surprise & Delight Campaign
 
6.17.14
6.17.146.17.14
6.17.14
 
Community webinar presentation v2
Community webinar presentation v2Community webinar presentation v2
Community webinar presentation v2
 
HOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTY
HOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTYHOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTY
HOW TO REDUCE YOUR CHURN RATE & INCREASE CUSTOMER LOYALTY
 
Breakfast creative credentials.October 2015
Breakfast creative credentials.October 2015Breakfast creative credentials.October 2015
Breakfast creative credentials.October 2015
 
Social Media Presentation: Power to the CoWsumer
Social Media Presentation: Power to the CoWsumerSocial Media Presentation: Power to the CoWsumer
Social Media Presentation: Power to the CoWsumer
 
Measurement, Hyper-Local Marketing, and Campaigns
Measurement, Hyper-Local Marketing, and Campaigns Measurement, Hyper-Local Marketing, and Campaigns
Measurement, Hyper-Local Marketing, and Campaigns
 

Mais de National Grid

Euro 2016 - england v wales actual pick up
Euro 2016 - england v wales actual pick upEuro 2016 - england v wales actual pick up
Euro 2016 - england v wales actual pick upNational Grid
 
Euro 2016 - top 5 games by pickup
Euro 2016 -  top 5 games by pickupEuro 2016 -  top 5 games by pickup
Euro 2016 - top 5 games by pickupNational Grid
 
Euro 2016 - England vs Wales forecast tv pickup
Euro 2016 -  England vs Wales forecast tv pickupEuro 2016 -  England vs Wales forecast tv pickup
Euro 2016 - England vs Wales forecast tv pickupNational Grid
 
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...National Grid
 
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...National Grid
 
Signposts to 2020 - 2014 UK Future Energy Scenarios
Signposts to 2020 - 2014 UK Future Energy ScenariosSignposts to 2020 - 2014 UK Future Energy Scenarios
Signposts to 2020 - 2014 UK Future Energy ScenariosNational Grid
 
2014 UK Future Energy Scenarios - Energy Supply
2014 UK Future Energy Scenarios - Energy Supply2014 UK Future Energy Scenarios - Energy Supply
2014 UK Future Energy Scenarios - Energy SupplyNational Grid
 
2014 UK Future Energy Scenarios - Energy Demand
2014 UK Future Energy Scenarios - Energy Demand2014 UK Future Energy Scenarios - Energy Demand
2014 UK Future Energy Scenarios - Energy DemandNational Grid
 
2014 UK Future Energy Scenarios
2014 UK Future Energy Scenarios2014 UK Future Energy Scenarios
2014 UK Future Energy ScenariosNational Grid
 
The UK Careers Conundrum
The UK Careers ConundrumThe UK Careers Conundrum
The UK Careers ConundrumNational Grid
 
Staying one step ahead
Staying one step aheadStaying one step ahead
Staying one step aheadNational Grid
 
Connecting the US Energy Network to the 21st Century
Connecting the US Energy Network to the 21st CenturyConnecting the US Energy Network to the 21st Century
Connecting the US Energy Network to the 21st CenturyNational Grid
 

Mais de National Grid (12)

Euro 2016 - england v wales actual pick up
Euro 2016 - england v wales actual pick upEuro 2016 - england v wales actual pick up
Euro 2016 - england v wales actual pick up
 
Euro 2016 - top 5 games by pickup
Euro 2016 -  top 5 games by pickupEuro 2016 -  top 5 games by pickup
Euro 2016 - top 5 games by pickup
 
Euro 2016 - England vs Wales forecast tv pickup
Euro 2016 -  England vs Wales forecast tv pickupEuro 2016 -  England vs Wales forecast tv pickup
Euro 2016 - England vs Wales forecast tv pickup
 
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
 
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
National Grid and Macmillan Cancer Support Fundraising Partnership Jan 2014- ...
 
Signposts to 2020 - 2014 UK Future Energy Scenarios
Signposts to 2020 - 2014 UK Future Energy ScenariosSignposts to 2020 - 2014 UK Future Energy Scenarios
Signposts to 2020 - 2014 UK Future Energy Scenarios
 
2014 UK Future Energy Scenarios - Energy Supply
2014 UK Future Energy Scenarios - Energy Supply2014 UK Future Energy Scenarios - Energy Supply
2014 UK Future Energy Scenarios - Energy Supply
 
2014 UK Future Energy Scenarios - Energy Demand
2014 UK Future Energy Scenarios - Energy Demand2014 UK Future Energy Scenarios - Energy Demand
2014 UK Future Energy Scenarios - Energy Demand
 
2014 UK Future Energy Scenarios
2014 UK Future Energy Scenarios2014 UK Future Energy Scenarios
2014 UK Future Energy Scenarios
 
The UK Careers Conundrum
The UK Careers ConundrumThe UK Careers Conundrum
The UK Careers Conundrum
 
Staying one step ahead
Staying one step aheadStaying one step ahead
Staying one step ahead
 
Connecting the US Energy Network to the 21st Century
Connecting the US Energy Network to the 21st CenturyConnecting the US Energy Network to the 21st Century
Connecting the US Energy Network to the 21st Century
 

Último

Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 

Último (20)

Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 

National grid more than a tagline

  • 1. Rafael Sulit, US Brand Director Chartwell Best Practices Webinar June 5, 2014 Engage on Twitter using @RaffyInNY #NationalGrid More than a tagline
  • 4. 4 Why it’s more than a tagline  Three Cs: Customers Culture Connection
  • 6. 6 Who we are. What we do. RockyLaura Brian Katie Lauren Henry Rafael Emily Cindy Lori Anthony Heather To advance the brand promise as expressed through “Here With You. Here For You.” by proactively educating and informing customers across all marketing channels through external and internal branding, creative services & production and social media marketing.
  • 7. 7 Listening to our customers “I don’t think they’re as good as they used to be when the other company ran it.” “I don’t feel that National Grid is really into the community like my previous utility.” “They took over my local utility.” Customers want to feel more valued Customers desire feeling local impact Customers desire better digital experiences Brand Research Customer Tensions (digital)
  • 8. 8 Illuminating an opportunity Brand Heritage Digital Emphasis CUSTOMER SERVICE COMMUNITY INNOVATION
  • 9. 9 Foundation—US brand strategy LOCAL Brand Essence Brand Promise National Grid enables where you live, work, and play.
  • 11. 11 Aiming for specific goal posts  Committed to making the community better  Trust  Favorability
  • 13. 13 It’s about culture. It’s about purpose. “Purpose is the definitive statement about the difference you are trying to make in the world.” “Building a brand-based culture is not just about creating short-term buzz.” “To create a brand-centric environment, you have to ensure that employees are living the brand consistently on a daily basis.”
  • 15. 15 Starting inward then outward: “road show”
  • 18. 18 Partnering with the “front lines”
  • 19. Connection This text box and image can be deleted and replaced with your own selection from Brand Central’s image library.
  • 20. 20 Applying a 360° channel model Air cover On the ground presence Causes and passions Experiential Social amplificationEmployee engagement
  • 21. 21 Treating programs like storms: “stay connected”
  • 24. 24 Branding with impact across all service territories LOCAL is resonatingElevating brand imagery 74% 86% 56% 67%60% 75% 50% 60% 70% 80% 90% Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Awareness Trust Advice Favorability 48% 52% 63% 45% 50% 57% 40% 50% 60% 70% Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Committed to the community +13pp +12-15pp Social media engagement above benchmark
  • 26. 26 Closing thoughts  Three Cs”  Customers  Culture  Connection  Moving forward  Less is more  Unique partnerships  Increased precision
  • 27. 2727 Thank you  Stay Connected  Twitter (@NationalGridUS)  Facebook (National Grid: Corporate, MA, RI, Metro NY/Long Island, Upstate NY)  Instagram (National Grid)  LinkedIn (National Grid)  National Grid mobile app (iTunes and Droid app stores)  Corporate blog (National Grid Connecting, http://us.nationalgridconnecting.com/)  My contact information  rafael.sulit@nationalgrid.com  @RaffyInNY  LinkedIn

Notas do Editor

  1. Proactive storm safety education & outreach PREMISE: KEEP CUSTOMERS INFORMED ABOUT SAFETY BEFORE, DURING AND AFTER STORMS AND MAJOR EVENTS
  2. BLENDS EMPLOYEE ENGAGEMENT AND SOCIAL MEDIA Narragansett Lighting—celebrate connection with heritage company Ryan Leclair—this story came from employee communications Deborah Lebl—another example of telling an employee’s story and telling it internally
  3. PROACTIVELY ENGAGING OUR CUSTOMERS IN REAL TIME LEVERAGING TECHNOLOGY AND MULTIPLE DEPARTMENTS The National Grid Social Media Conversation Suite Single location for “social champions” to monitor and track conversations Designed to engage our customers immediately Uses technology to measure customer sentiment in real time Tracks social intelligence for understanding our brand & reputation, the industry and customers Creates a culture of social media ambassadors Raises profile among the most progressive companies in the world (e.g., Dell, MasterCard, Salesforce.com, PepsiCo) The 4 monitors will display: HootSuite Pro Dashboard Simply Measured Insights Social channel rotation Simply Measured Word Cloud Also Tagboard and SocialMention