In 1 hour, gain a year’s worth of social media lessons from an industry leader…
Engaging Customers with Social Media:
through Storm and Blue Sky
While SCE&G’s Marketing and Communications group began a stepped process to integrate social media in to its channel mix beginning in 2009, support throughout the company had to be earned. SCE&G’s growth in using social tools was incremental until 2014, when Mother Nature provided the company with weather challenges that clearly demonstrated the value of engaging customers through social media.
In 2013, during a relatively long stretch of crisis-free activity for SCE&G, the customer service and public affairs teams saw the impact that social media communications had on other utilities in the Northeast.
Out of those lessons learned, SCE&G incorporated social media into its Emergency Recovery Management plan by:
Subscribing to a social media dashboard service to help manage the work of 20 people
Training Representatives as Social Media ‘Backups’
Creating a Storm Guide Book for Social Media Representatives
Using Sharepoint to create a central hub for all “storm” and “blue sky” activity
Conducting a Social Media Response Drill
Establishing a Cross-Departmental Major Storm Social Media Staffing Plan
During the first two months of 2014, SCE&G’s plan was put to the test – several tests actually. The benefits of which were:
Learning how to effectively incorporate Social Media with traditional media coverage in the midst of a major event
Learning where our customers go for answers during an extended outage
Learning to focus less on reach and more on increasing engagement
Understanding how customer expectations change based on the type of event
Seeing firsthand the importance of empathy training over tools training
Diffusing angry exchanges and building trust means being willing to take a risk
Attend this informative one-hour webinar to learn what happened when SCE&G put its Social Media engagement strategy to the test. Take away actionable knowledge shared in this presentation to work for your utility.
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About Your Webinar Presenter:
Phillip Higgins
Social Media/UX Web Strategist
South Carolina Electric & Gas
A self-avowed early adopter, Phillip has focused his skills on customer engagement, specifically on how technology (social media, web, email, mobile) can best be used to communicate with customers. Working for the company since 2010, he manages SCE&G’s day-to-day social media activity and has been instrumental in the development, execution and evolution of the company’s crisis strategy.
