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Learn why Ameren Missouri is active on social media and how it aims to build relationships with customers, improve brand perception, and gain valuable feedback and insights. Discover the channels used and the team behind the strategy.
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Ameren Missouri Social Media Strategy
Why is Ameren in social media? • Simply put, it’s because our customers are there, and they demand that we be there too. • Overall, Ameren’s goals in social media are as follows: • Continue to build one-on-one relationships with customers, community partners and influencers in social channels through personalized messages and information that meets or exceeds their expectations. • Share targeted, proactive messages with followers to improve perception of the Ameren brand. • Gain feedback and insights directly from customers that can be leveraged across all Ameren channels (i.e., social listening). • Create opportunities for co-workers to engage in our social channels, amplifying Ameren’s messages in support of business goals, building customer trust through authenticity and personalization, and strengthening employees’ own social networks. • Overall, as we listen to, talk to, and build relationships with customers and other stakeholders in social media, we will demonstrate Ameren’s mission to power the quality of life. Our presence in social channels is increasingly expected, but the quality of our interactions there must do more than just meet expectations.
Our Approach To effectively accomplish our goals and objectives, our approach needs to build and foster our social channels. To do so, we acquire fans and followers, engage them with relevant content, activate desired behaviors (e.g., signing up for a service, enrolling in a program), and amplify messages and results.
Our Channels • Facebook • Our primary social channel for telling our story; also for customer service. • Best used for storytelling through the news feed (particularly photos/images), and visibly addressing customer service issues. • We have the ability to have more breadth and depth in this platform than others provide. • Enormous scale. Internal ad platform to boost visibility. Customers expect us to be here. Broadest adoption by all segments of target audience (age, geography, etc). • Twitter • Our primary social channel for news and updates; also for customer service. • Best used for 280-character text updates with optional embedded media or links to additional content, monitoring public statements about our brand, visibly addressing customer service issues, and providing proactive customer service through active listening. • Very large user base. Internal ad platform to boost visibility. Customers expect us to be here.
Our Team etc. • Aja Williams, Ameren Missouri Social Community Manager • Social portion of the Digital Customer Care team • Ceri Verble, Ameren Corporate Social Community Manager We all work in collaboration through Sprinklr, oursocial media management platform. This includesAmeren Illinois as well, for reporting and best-practice sharing.
Our Team Social Community Manager • Works with Communication Executives to develop the Ameren Missouri social content calendar, publishing content in support of their clients/efforts. • Also works with Marketing Manager and other special projects leads to consult through a social lens. • Functions as a consultant/coach to Digital Customer Care, to ensure they’re writing efficiently and effectively. • Leverages internal subject matter experts for specific questions that come up in social media around programs, initiatives, etc. • Escalates as needed to legal/HR/security for sensitive issues, or to the PR team for media issues or environmental/regulatory concerns. • Uses targeted posts, dark posts, and paid media to properly target the right message to the right subset of customers (e.g., customer segments, natural gas customers, outstate, etc.) • Serves a crucial role in the Corp Comm crisis plan, and has been working with Callaway on their specific crisis needs as well.
Callaway & Social Media Where we started • Historically, Ameren Missouri social media channels has steered clear of discussing Callaway and nuclear energy. • However, in an emergency situation, it’s important to understand and be clear as to how Callaway and social media (as an extension of Corporate Communications) would work. • Further, we’ve also discussed delivering more targeted posts around our community events, activities in the Callaway area. • We do often engage with posts and those social media users who partner with Callaway and/or visit the facility.
Callaway & Social Media Where We Are • In coordination with SEMA, Callaway Nuclear Energy Plant and Missouri Department of Public Safety, we began to refine our processes and messaging as it relates to emergency situations. • Further, starting in 2018, we began to have regular participation in Callaway JIC drills to enhance social media strategy and coordination for emergency situations. • This is also to help in preparation for graded drills in 2019.
Crisis/Emergency Social Strategy Content Lifecycle Similar to a storm situation, the typical content lifecycle is below, and information may be conveyed in combined posts or single posts. We craft our narrative based on feedback we receive in social channels (engagement) as well as qualitative and quantitative research with our customers.
