A large mid-western utility was primarily using social media as a tool to manage their online customer communications, especially during times of crisis during, such as storms and outages. We saw tremendous opportunity for the client’s new internal digital strategy team to elevate online conversations and be more proactive and timely in regards to both routine and crisis customer communications.
Our project goal: lead and train that team to leverage the strength of the company’s award-winning corporate brand. We initiated a deep discovery process en route to creating their first comprehensive social media strategy. We uncovered impactful stories about employees, customers, energy efficiency innovations, groundbreaking mobile apps, and long-term philanthropic partnerships that continue to have widespread impact on the communities they serve.
With buy-in from top leadership, we engaged the digital strategy team in robust conversation to help them identify and better understand the multiple audiences they reach on a daily basis. We conducted a thorough audit of their social media channels, including content, engagement rates, frequency and response times. We reviewed content and governance policies to assure their alignment with the corporate brand. And, what would normally have been a four- to five-month process was completed in two.
The confidence and trust we earned of a major utility brand drove the development of a dynamic and mutually supportive relationship. The client was a true collaborator, helping us help them through every step of the engagement. Our deep learnings about their relentless pursuit of high quality customer service helped us develop truly effective social media strategies. This engagement represents our “sweet spot”: A client’s expectation of excellence, honesty, creativity, critical thinking and timeliness fully met through our alignment of social media strategy and recommendations with their strong brand.
With a fully developed social media strategy, the company’s social channels became fresh, more lively and balanced. We provided enterprise-wide content recommendations, campaign ideas, LinkedIn content strategy, an advertising spend strategy for Twitter and Facebook, social media cheat sheets, a “How to Optimize Social Media Content” deck, and a post-engagement audit to analyze the degree to which the recommended strategy was implemented. We also made recommendations regarding effective, enterprise-level social media tools and technology, and trained the internal team to use them after our engagement was complete.
The response has been extremely positive, from the C-Suite to the program team.
The client now has a more positive and consistent brand voice on social media. Fresh content is posted more frequently and crisis communications are better balanced with brand stories for consistently positive impact. Engagement rates have increased, more social influencers are following and interacting, internal staff have become better corporate social stewards, and the client’s other communications partners are delivering stronger digital content that aligns with the new strategy. The client’s internal team now has the tools, training and strategies in place for top notch execution.
We re-branded all the social media channels from the headers to the profile images. As part of the strategy, we prepared advance editorial calendar templates with relevant content for each channel. We devised and wrote several ready-to-implement creative campaigns based on our storytelling and engagement strategy. Finally, we created a custom branded, art-based seasonal campaign to add color and life to the day-to-day posts.