Social Media And Its Effect on Water & Wastwater Industries

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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 …

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

Transcript

  • 1. Social Media and Its Effecton the Water and Wastewater Industries
    by Jon DiPietro
    Bridge-Soft
  • 2. What is Social Media?
    Courtesy of Dave Grayhttp://www.flickr.com/photos/davegray/153025183/
  • 3. How does Social Media work?
  • 4.
    These tools don’t get socially interesting until they get technologically boring.”
  • 5. Lowtransaction costs
  • 6. The math behind going viral
  • 7. From Small World networks to a Tipping Point
  • 8. The Long Tail of Social Media
    Retail
    Blogs
    Advertising
  • 9. Case Study
  • 10. Dec 2008 Ice Storm:
    2” of freezing rain
    400,000 outages
    55% of NH
  • 11. 780+ utility poles
    13,600+ fuses
    1,300+ transformers
  • 12. 408,000 calls
    105 miles of cable
    13 days
  • 13. @psnh
  • 14. Courtesy of Hubspot’s Twitter grader (twitter.grader.com)
  • 15. Public Relations
  • 16. Collaboration
    Advocacy
    Customer Service
    Recruitment
    Public Relations
  • 17. Are you making conversations easier or harder?