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Lisa Raddysh - @lradd FUZE 2013
Integrating Online Strategy Within a Traditional Organization
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About SaskPowerVisionA world-leading power company through innovation, performance and service
MissionReliable, affordable, sustainable power
Values• Safety
• Dedication
• Respect
Formed through The Power Commission Act in 1929, SaskPower is a provincial Crown corporation.
@lradd | #fuzeyxe
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Corporate profilePeople• Nearly 482,000 customers• Over 2,700 permanent full-time
employees
Financial• $6.3 billion in assets• $1.8 billion in revenue
Stewardship• 4,094 MW of total generation capacity
3,513 MW – SaskPower 581 MW – Independent Power Producers
• 3,265 MW is record system peak load – set in January 2012
@lradd | #fuzeyxe
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@lradd | #fuzeyxe
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Our challenges
1.Our customers have come to take electricity for granted
2.Engaging consumers so they listen, lend positive support, and participate in Demand Side Management initiatives
3.Building trust in order to gain public engagement for needed infrastructure renewal
4.Our existing trust and credibility is tied to an older generation
Attract and retain top talent.
@lradd | #fuzeyxe
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WHERE WE STARTEDCase: Farm Safety Communications
@lradd | #fuzeyxe
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Messaging and channel silos@lradd | #fuzeyxe
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Appealing to the logical mind@lradd | #fuzeyxe
Mercedes Benz Ad.
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Digital team not integrated with everyone else
@lradd | #fuzeyxe
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“Traditional” led all creative@lradd | #fuzeyxe
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Resulting in work like this@lradd | #fuzeyxe
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@lradd | #fuzeyxe
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success = matching luggage@lradd | #fuzeyxe
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A channel-focused approach keeps
communications siloed!Print
Planning
Content
Delivery
Measure
Creative
Web
Planning
Content
Delivery
Measure
Creative
Mobile
Planning
Content
Delivery
Measure
Creative
Paid
Planning
Content
Delivery
Measure
Creative
Internal
Planning
Content
Delivery
Measure
Creative
@lradd | #fuzeyxe
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As a bonus to reinforcing our silos we also got…
• Weak calls to action• Identical messages on each element• Unmemorable communications• Limited success
@lradd | #fuzeyxe
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Then a shift in our thinking started happening…
OLD THINKING NEW THINKING
Target people Attract people
Plan for campaigns Plan for entire customer relationships
Tell, or talk, the message
Tell and show, or walk, the message
Blast the message repeatedly
Reveal facets of the message
Force or trick Nudge
Detached Contextual
Action only Attitude and action
@lradd | #fuzeyxe
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We recognized humans are emotional
@lradd | #fuzeyxe
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We have a new VP who’s obsessed with customers
Diane Avery, Vice president Customer Services
@lradd | #fuzeyxe
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We got social
@lradd | #fuzeyxe
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It became clearer that we needed to join the dots across
all channels
Traditional
Digital
Social
Bought Owned Earned
Outdoor
RadioPrint
Brochures
PostersNewslett
er
MediaPR
Online AdsSEM
WebsiteMyPow
er AccountMobile
SEO
User-created
Viralcontent
Ads
Branded social outpost
s
Fan pagesBlog posts
@lradd | #fuzeyxe
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But how?
@lradd | #fuzeyxe
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Three keys to integrating online
1. Plan a unified experience end-to-end2. Reorientate your organization so web
isn’t a “digital ghetto”3. Improve processes and just start doing it
@lradd | #fuzeyxe
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1. Plan a unified experience
+
Traditional Creative Brief
Detailed Experience Planner
@lradd | #fuzeyxe
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Our Experience Planner template captures
• Element• Purpose • Audience • Primary and secondary message• Persuasion trigger• Content requirements• What task do we want people to
complete/call to action• Timing
@lradd | #fuzeyxe
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It’s completed by a cross-functional group
@lradd | #fuzeyxe
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Examples of persuasion triggers
TRIGGER DESCRIPTION
Commitment We like to believe that our behaviour is consistent with our beliefs.
Compliance Laddering
Once you get a person to do one small thing, it is easier to get them to do the next, and then the next, and then the next…
Extrinsic Reward
I do something and I get something back. When the reward goes away so does the loyalty.
Fear of Loss The human brain is averse to losing value or attributes.
Power of People We Like
We like things we get from people we like.
Social Learning
We learn from watching others, especially if they are like us.
Social Proof We like to observe other people’s behavior to judge what’s normal, and then we copy it as we assume that they are having a positive experience and want to do the same thing.
@lradd | #fuzeyxe
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2. Embed digitally smart people
• We deliberately removed a silo so online wasn’t the exclusive territory of a few
• I insisted all staff have a base understanding of the online channels
• We foster collaboration• We undertook governance and
standards work
@lradd | #fuzeyxe
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3. Simplify your process and start
• You likely won’t get it right the first time and that’s ok!
• Iterate and continue to improve • Don’t be too rigid and keep it simple• When in doubt, try something
@lradd | #fuzeyxe
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WHERE WE ARE NOWCase: Farm Safety Communications
@lradd | #fuzeyxe
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Same campaign this year@lradd | #fuzeyxe
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@lradd | #fuzeyxe
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@lradd | #fuzeyxe
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Is changing worth the effort?
Old New
@lradd | #fuzeyxe
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@lradd | #fuzeyxe
Thank you!CONTACT
Lisa [email protected] | @lradd
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