June, 2015

Union Gas Social Media Strategy

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Union Gas Overview

• Major Canadian natural gas storage, transmission and distribution company based in Ontario

• Over 100 years of experience and safe service to customers

• Dawn Storage facility – largest underground storage facility in Canada

• Dawn Hub, one of the top-5 physically traded hubs in North America

• Assets of $7 billion, ~1.4 million customers, ~2,200 employees

• One of Canada's Top 100 Employers 2011-2015

• A Spectra Energy (NYSE: SE) company

Retail Customers 1.4 million

2014 Pipeline Throughput 1.2 Tcf

Distribution Pipe 64,200 km / 39,870 mi

Storage Capacity 157 Bcf

Transmission Pipe 4,811 km / 2,988 mi

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57 million engaged with their

utilities in 2011 in

social media

79% Canadians have

internet access

5.8 Million Canadians looking

for a job on

Social Media Landscape

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Union Gas Social Media Strategy

•Enhance image and reputation

•Personalize the company

• Issue identification and management

•Support and advance business initiatives e.g.:

– Advocacy

– Energy literacy

– Safety awareness campaigns

– Industry issues

– Marketing

– Recruitment efforts

Brand Awareness

Recruitment

Issue Management

Marketing

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Union Gas Social Media Status

• Actively posting on Facebook, Twitter, YouTube, LinkedIn

• Automated 24/7 real time monitoring

• Established issue escalation process

• Content plan and editorial calendar– cross platform coordination

• Digital image and video library

• Ongoing channel and campaign analytics

– Follower growth and quality (target audience, influence)

– Engagement - likes / shares

– Action – e.g. click throughs, adoption rates, job applications

– Longer term – customer satisfaction & brand impact

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Dark Posts - Advertising Facebook – Paperless Billing

What we Introduced in 2014

Live Tweeting Executive Speaking Engagements –

Advocacy Facebook – Energy East

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“

Broadening our Horizons Expand the use of live tweeting

Live-tweeting is defined as posting comments on

Twitter while the event is taking place.

“

2015

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Broadening our Horizons The use of live tweeting

Engagement:

We saw approx.

68% more in our

viewers

engagement in

the conversation.

Promotion:

We had 5,000

impressions for

each event,

another 30,000

through

re-tweets.

Spark Attention:

90% more

retweets than on

the average day,

people showed

interest.

Community:

Social

connections are

important to

form with our

communities.

2015

9

Broadening our Horizons Digital Story Telling

2015

vs

Red Lake Video

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Connect with Us

Facebook.com/UnionGas

Youtube.com/UnionGas

LinkedIn.com/company/Union-Gas

Twitter.com/UnionGas