Discover how SaskPower integrates social, online and traditional media across their organization to create a cohesive brand experience for customers and stakeholders. You’ll leave with the tools your organization needs to break down channel silos, and create integrated and consistent brand communications.

1. Integrating Online Strategy
Within a Traditional
Organization
Lisa Raddysh - @lradd
FUZE 2013
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About SaskPower
Vision
A world-leading power company
through innovation, performance and
service
Mission
Formed through The Reliable, affordable, sustainable power
Power Commission Act
in 1929, SaskPower is
a provincial Crown Values
corporation. • Safety
• Dedication
• Respect
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Corporate profile
People
• 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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Case: Farm Safety Communications
WHERE WE STARTED
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Messaging and channel silos
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Appealing to the logical mind
Mercedes Benz Ad.
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Digital team not integrated with
everyone else
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“Traditional” led all creative
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Resulting in work like this
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success = matching luggage
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A channel-focused approach
keeps communications siloed!
Paid Print Web Mobile Internal
Planning Planning Planning Planning Planning
Creative Creative Creative Creative Creative
Content Content Content Content Content
Delivery Delivery Delivery Delivery Delivery
Measure Measure Measure Measure Measure
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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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happening…
OLD THINKING NEW THINKING
Target people Attract people
Plan for campaigns Plan for entire customer
relationships
Tell, or talk, the Tell and show, or walk,
message the message
Blast the message Reveal facets of the
repeatedly 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
Outdoor Brochures Media
Traditional Radio
Print
Posters
Newsletter PR
Website
User-
Online MyPower
Digital Ads Account
Mobile
created
Viral
SEM content
SEO
Fan
Facebook Branded pages
Social Ads social
outposts
Blog
posts
Bought Owned Earned
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But how?
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Three keys to integrating online
1. Plan a unified experience end-to-end
2. 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
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 Once you get a person to do one small thing, it is easier to get
Laddering 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 things we get from people we like.
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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Case: Farm Safety Communications
WHERE WE ARE NOW
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Same campaign this year
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Is changing worth the effort?
Old New
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Thank you!
CONTACT
Lisa Raddysh
lraddysh@saskpower.com | @lradd
All images property of their respective owners, used under a Creative Commons license, or
copyright as noted.
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