Profile: Jeremy Gilley

The man marketing world peace

Npower launches 'one stop' social hub

Npower has launched an online hub that brings together all its social channels, offering what it claims is a “one-stop” resource for customers looking to get a better deal on their energy use.

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Energy firm to integrate social platform into wider plans to improve transparency and regain the trust of UK homeowners.

The Npower blog pulls in feeds from the energy firm’s social media platforms including its Twitter page, YouTube channel and Flickr stream. It will also feature up-to-date news and legislation information from the utilities sector alongside staff profiles, how-to guides and npower campaigns and initiatives.

The company is also planning to use the hub in the coming months for customers to share advice and tips on on saving money, energy efficiency and comparing gas and electricity prices.

It marks the first time the energy firm has attempted to provide a single destination for all its online channels and the business hopes the move will help encourage customers to be more proactive when looking for the best energy deals.

Emily Ward, social marketing manager at npower, says the platform is response to a growing number of “our customers” searching the web and using social media channels – particularly Twitter – for information about how they can manage their own energy use.

She adds: “We know there is a lot of information out there, which can be confusing, so the new npower blog is designed to be a one-stop resource for both domestic energy consumers and SMEs.”

The launch is the latest move by one of the big six energy providers to improve transparency across the sector. Earlier this year, both British Gas and E.ON simplified their energy bills in a bid to ensure that customers are on the best deal possible.

VIEWPOINT: Seb Joseph

Npower’s social hub is the latest attempt by one of the big six energy companies to employ social marketing methods to amplify their customer communications strategies in recent months. British Gas has expanded its crowdsourcing initiative to improve services, while E.ON has announced wider plans to use its marketing channels – including across social media – to place more emphasis on rewarding customer loyalty.

What separates npower’s hub from other initiatives however, is that there’s the scope for customers to create their own community and source advice from one another. At a time when customers do not know whether they can believe the relationship between energy prices, company products and the wholesale price of energy, the hub is an attempt to offer an engaging outlet for educating consumers about how energy bills work.

The latest proposals from the Government and Ofgem signal a convergence on competitive pricing across the sector is on the horizon. Initiatives like the npower hub are designed to empower consumers and offer a point of differentiation.

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