Authentic Marketing Social Media Building an authentic human

Authentic Marketing & Social Media Building an authentic human connection

About Think Energy, part of the Suez family, is a power company, providing electricity to small business customers (less than 25 k. WH) in the United States. 2

Marketing Challenges - Original Marketing Strategy - To represent the unique class of small business consumers in the U. S. - Create a household, local presence that consumers in the U. S. can easily relate to. - Challenges: - Large budget without target marketing - Unable to establish credibility as its own brand - No brand & social media strategy - lacked tracking/testing capabilities • Brand lacked a concrete purpose and a sense of "self" 3

Authentic Marketing Approach Starts with creating a purposeful brand going beyond the product, empowering our society to bring positive social change which can be successfully executed via social media to create authentic human connections

Authentic Marketing Approach & Social Media takes the idea of authentic marketing to the next level by allowing brand to build emotional connections with their customers, to become part of their lives, both in their homes and – done right in their hearts. - Purposeful: Know your company's core - Focuses on your consumers’ experiences and improves lives - Connect & Approachable: - Engage - Easy-to-understand words that will resonate with consumers - fun and casual yet conservative - Understand emotionally - Making them feel you are thinking like them - implemented market research to understand communicate uniquely within the 6 US markets - Integrate: It is about WE not US vs. - Promote customer stories to illustrate it is about the customer (Blog) - Provide tools and resources

Social Media Samples Branded Image Motivational Monday American Express Campaign Facebook and Twitter: Motivational Mondays – Developed to engage with our partners boosting their energy to start off the work week and empathize with their hard work of being a business owner. Branded Images - Implemented March 2013, engaging audience to Think Energy’s content. Designed to bring optimism and promote entrepreneurship among small business owners or striving new entrepreneurs. Blog: Resourceful tips and tools for our partners to help educate them about energy usage and entrepreneurship Customer success stories and other inspirational stories to empower and inspire our customers GDF SUEZ RETAIL ENERGY SOLUTIONS, LLC

Facebook/Twitter ❑ ❑ Facebook/Twitter: New fan/follower count has consistently grown since launching December 2011. Monthly new fan average is 13 Facebook and 73 Twitter for 2013. Since launching the business December 2011, Think Energy has significantly grown Twitter fan/follower base compared to the more established retail electricity providers. This will help Think Energy to build brand awareness and drive traffic to our website. GDF SUEZ RETAIL ENERGY SOLUTIONS, LLC

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Authentic Marketing: Open Happiness Campaign “Logic makes people think, but emotion makes them act. ” - In 2012 Coca. Cola launched the Open Happiness Campaign: Urge people to spread kindness and embrace positivity all across the world. Open Happiness’ campaign “was targeted to consumers longing for comfort and optimism in a tough time”. EXAMPLE: –This marketing campaign in the South Asian market perfectly shows how Coca Cola was able to create an authentic connection by developing a marketing strategy going beyond the product and making it about the people. http: //www. youtube. com/watch? v=ts_4 v. OUDIm. E RESULT: Increased sales in India by approx 80% for Coca. Cola products 9 GDF SUEZ RETAIL ENERGY SOLUTIONS, LLC

Authentic Marketing • Strive to capture MINDSHARE and you will ultimately create Market Share.