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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.

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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

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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.

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WHERE WE STARTEDCase: Farm Safety Communications

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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

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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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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

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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

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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

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We recognized humans are emotional

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We have a new VP who’s obsessed with customers

Diane Avery, Vice president Customer Services

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We got social

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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

Facebook

Ads

Branded social outpost

s

Fan pagesBlog posts

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But how?

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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

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1. Plan a unified experience

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Traditional Creative Brief

Detailed Experience Planner

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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

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It’s completed by a cross-functional group

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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.

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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

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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

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WHERE WE ARE NOWCase: Farm Safety Communications

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Same campaign this year@lradd | #fuzeyxe

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Is changing worth the effort?

Old New

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@lradd | #fuzeyxe

Thank you!CONTACT

Lisa Raddyshlraddysh@saskpower.com | @lradd

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