Marketing Energy Efficiency: Social Media, Online Education and Communicating with Utilities


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In the first installment of MEEA's new "Marketing Energy Efficiency" webinar series, MEEA, E Source, and ECW discussed the role that social media currently plays in the utility space, how it is starting to evolve in efficiency, and what we can expect from utility social moving forward. Also detailed were the challenges and suggested strategies for establishing effective online education.

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Marketing Energy Efficiency: Social Media, Online Education and Communicating with Utilities

  1. 1. Marketing Energy Efficiency:Social Media, Online Education and Communicating with Utilities Featuring ECW & E Source Marketing Energy Efficiency Webinar Series December 6, 2011
  2. 2. Accelerating energyefficiency—onlineDecember 6, 2011Andrea Minniear CherneyEnergy Center of Wisconsin
  3. 3. What I’ll cover today A bit about the Energy b t th E Center Who we are, what we do Our audience Communication challenges we face Tools and strategies we use
  4. 4. what we doInnovative education is part of our mission.
  5. 5. People don’t want to read technical reports.
  6. 6. Slashed budgets for training andtravelLess time for learningL ti f l iLots competing for your attention
  7. 7. Something for everyone High level look at key g y findings Executive-level webinars Data i D t visualization li ti Modeling tools Online case studies
  8. 8.
  9. 9.
  10. 10. Online tools
  11. 11.
  12. 12. Communication tools Segmented email g marketing Websites and social media Video webinars Audience breakdown for a typical webinar ►
  13. 13. Segmented email marketing Event notices ► E-newsletters Energy news alerts News releases
  14. 14. Social media Not much demand from customers (yet) Twitter and Facebook Energy news alerts Event notices Webinar recordings Research results (coming soon)
  15. 15. our reach in 2011Hybrid geothermal webinar viewers (Sept 2011)
  16. 16. our reach in 2011Our current reach with video webinars All U.S. states plus…
  17. 17. Website shares, clicks, viral lift
  18. 18. Contact me Andrea Minniear Cherney Senior Project Manager, S i P j tM Communications Energy Center of Wisconsin
  19. 19. Utility Social Media: Let’s Get Social w/ EE Matthew Burks Senior Product Manager, Mass Markets Utility Communicators Service (UCS) December 6th, 2011
  20. 20. Photo Credit: Photo credit: Blyzz via Flickr2
  21. 21. What is Web 2.0? “Web 2.0” is an umbrella term that is used to refer to a new era of Web-enabled applications that are built around user-generated or user- manipulated content, such as wikis, blogs, podcasts, and social networking sites. Pew Internet & American Life Project3
  22. 22. What is Web 2.0? Receive Hunt (May 2001) (April 1997) Do / create (January 2006)4
  23. 23. Cutting Through the Confusion Most Used: The Top 5 • 1. Twitter Twitter • 2. YouTube YouTube • 3. Facebook Facebook • 4. LinkedIn Linked In • 5. Flickr Flickr5
  24. 24. Top Players Social Networking Site – Interaction & Content Sharing SNS / Status-Updating Site – 140 Characters or Less Professional Networking Site Video Sharing Image Sharing6
  25. 25. Internet Activities By Generation Popularity of internet activities among internet users in each generation. Source:
  26. 26. The Bad News Source: e=related
  27. 27. Web 2.0 Reality Your Service Territory?9
  28. 28. Web 2.0 Reality Impacts You!10
  29. 29. A New Customer Relationship
  30. 30. Web 2.0 Bad & Good News • There are A LOT of conversations! • Distributed • Mobile • Empowered and enabled • Happening In Real Time • Most importantly, you can’t control the conversation… BUT, you can influence it!18
  31. 31. Web 2.0 Reality The world is rapidly changing and integrating these channels regardless of what you do!19
  32. 32. Shiny Object Social media doesn’t change what you say!20
  33. 33. Shiny Object Social is not a strategy!21
  34. 34. Shiny Object What is “success” to you?22
  35. 35. Use Importance of SocialImportant:•Outages/crisis•Communicating w/ media•Product promotion•Energy efficiency/safety tips•Promote workshops & events Confidential – do not distribute
  36. 36. GoalsHigh Importance•Increase Customer Satisfaction•Increase awareness of programs, productsand services•Increase enrollment in or sales of programs,products and services•Improve relationships with news outlets•Engage utility customers to improverelationship•More effectively communicate with media Confidential – do not distribute
  37. 37. Current Social Media Activities•Big three dominate: •74% - Twitter •65% - Facebook •71% - YouTube•Flickr (15%) and LinkedIn (48%) on the rise•More moving towards corporate blogs•More moving towards local communities and blogs Confidential – do not distribute
  38. 38. A New Customer Relationship?
  39. 39. Key Lessons Learned 1. Social media is a cultural shift for utilities. 2. Be patient, prepared, honest, and transparent. 3. Social media is an additional communication channel—it does not replace existing channels. 4. Building an internal support team from multiple departments is critical. 5. Have a clear goal, strategy, and backup plan as well as the commitment/resource(s) to carry it out. 6. Experiment and measure. What works for one utility may not work for you. 7. Not everyone wants to be helped – some just want to vent. You can’t please everyone. 8. Don’t underestimate the amount of time social can take, especially during a crisis. 9. Communicate internally – have a plan, follow it, and let others know what you’re doing.31
  40. 40. Photo Credit: Photo credit: Blyzz via Flickr32
  41. 41. For More Information Matthew Burks Senior Product Manager, Mass Markets & Customer Experience 303-345-9173 @EsourceMatt Confidential – do not distribute