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Social Media And Its Effect on Water & Wastwater Industries

by Jon DiPietro on Aug 22, 2009

1,852 views

Social media is changing the world; this is not hyperbole. If you doubt this, just ask the Iranian government about Twitter or the Boston Globe about eBay and Craigslist. As the tools and technologie...

Social media is changing the world; this is not hyperbole. If you doubt this, just ask the Iranian government about Twitter or the Boston Globe about eBay and Craigslist. As the tools and technologies that facilitate communicating, sharing, and coordinating become increasingly boring and (by and large) free, they are empowering groups to organize themselves and challenging the value propositions of long standing institutions. And if you think this doesn’t or won’t affect you as a municipality, private operations company, equipment supplier, trade organization, engineering firm, software developer, or government regulator you are wrong.

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Tools that allow consumers to be publishers (it’s as if when you bought a book they threw in the printing press for free, Clay Shirky)Social media is about conversations“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally over there is surprise it’s not better.” (AvinashKaushik, Google Analytics Evangelist)
Tools that allow fast, easy, inexpensive consumption and publication simultaneously of information at large scales.Mistake to focus on technology. It’s the use of the technology.3 out of 4 Americans use social media (Forrester 2008)13 hours of video uploaded to YouTube every minuteAverage of 15 million Tweets every day (with 1382% growth from Jan to Feb 2009)Facebook would be 5th largest country in the world (China, India, US, Indonesia) with over 200 million users spending 5 billion minutes per day3.6 billion photos on FlickrKids holding conversations without talking (Jacqueline only speaks to three people using her phone; mom, dad, Kayla who only has land line)
Clay Shirkey – consultant, teacher, and writer on the social and economic effects of Internet technologies“These tools don’t get socially interesting until they get technologically boring.” “Largest increase in expressive capability in human history.”Cell phones are boring now – within ten years the new workforce will be young adults who have never not had cell phonesWhat’s important isn’t the technology – it’s the networks
Bill Hurley’s alarm approach (90% of alarms from 3% of pumps) requires prioritization because of limited resources.What if costs were so low you didn’t have to prioritize?What if you had effectively infinite personnel resources?Allows groups to form quickly and coordinate (Iran protests, election fraud, Tibetan monks) – it’s the formation of the networks
Red line is linear (x=y), not flat.Cost per clickCost per readerCost per column inch are all linear.Illustrate: Small world network using birthday analogy.
Social networking is not one giant network, they are interconnected small networksConcentrate on the “connectors”MalcomGladwell’s “Tipping Point” brilliantly dissects how messages move between small networks.
Public Service of NH – electrical utility for majority of NH
Dec 2008 ice storm:2” of freezing rain400,000 outages accounting for 55% of NH
780+ utility poles13,600+ fuses1,300+ transformers
Handled 408,000 customer callsStrung 105 miles of cable99.9% restored after 13 days (still leaves over 300 customers)
Interesting note is what happened after outage was over – followers kept increasing
In late June, PSNH held public relations event for delivery of new transformerTwo reporters showed up; one of which was journalism studentNews outlets picked up story on Twitter and included Flickr photos in two front page news stories
Rules:Listen, engage, measure

Social Media And Its Effect on Water & Wastwater Industries — Presentation Transcript

Social Media and Its Effecton the Water and Wastewater Industries
by Jon DiPietro
Bridge-Soft
What is Social Media?
Courtesy of Dave Grayhttp://www.flickr.com/photos/davegray/153025183/
How does Social Media work?
“
These tools don’t get socially interesting until they get technologically boring.”
Lowtransaction costs
The math behind going viral
From Small World networks to a Tipping Point
The Long Tail of Social Media
Retail
Blogs
Advertising
Case Study
Dec 2008 Ice Storm:
2” of freezing rain
400,000 outages
55% of NH
780+ utility poles
13,600+ fuses
1,300+ transformers
408,000 calls
105 miles of cable
13 days
@psnh
Courtesy of Hubspot’s Twitter grader (twitter.grader.com)
Public Relations
Collaboration
Advocacy
Customer Service
Recruitment
Public Relations
Are you making conversations easier or harder?