This is the webinar presentation given on June 5, 2014 where utility industry association, Chartwell Inc., featured National Grid as a best practice in brand marketing.
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)
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.”
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
Proactive storm safety education & outreach
PREMISE: KEEP CUSTOMERS INFORMED ABOUT SAFETY BEFORE, DURING AND AFTER STORMS AND MAJOR EVENTS
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
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