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Potent Social Media Strategies for                            Brand and Customer Loyalty                                  ...
Tom Raftery   • Lead analyst, energy and        sustainability practice,        RedMonk   • tom@redmonk.com   • GreenMonk....
Who are you?                                                     Photo http://www.flickr.com/photos/warmestregards/2789694...
Power of Social Media?                                  Photo http://www.google.com/hostednews/afp/article/ALeqM5iWq3vSDxh...
Social Media                           Video http://www.youtube.com/watch?v=fpMZbT1tx2o                                   ...
Challenges                               6Tuesday 20 September 11
Aging Workforce                                                                               Photo http://www.flickr.com/...
Image                          Photo http://www.flickr.com/photos/photofarmer/3303387519/                                 ...
Image                             Photo http://www.flickr.com/photos/undertow851/5964155985/                              ...
Increasing Demands                                                                                    Images http://www.pa...
Increasing Demands                                        Photo http://www.flickr.com/photos/jeremybrooks/2473047860/     ...
Social Media                               12Tuesday 20 September 11
Aging Workforce - Recruitment                                              http://www.linkedin.com/groups?home=&gid=67258&...
Aging Workforce - Retention                                                                            Photo http://www.fl...
Image                                                                                   http://www.youtube.com/watch?v=owG...
Image                                                                                  http://www.youtube.com/watch?v=owGy...
Internal                          Communications                                17Tuesday 20 September 11
Aging Workforce - Knowledge                                                                                   Photo http:/...
Internal communications                                                          http://www.Dilbert.com                   ...
Internal communications                                                                Internal IBM blog                  ...
Internal communications                                                          Internal IBM blog                        ...
Internal communications                                                 http://en.wikipedia.org/wiki/SAP_AG               ...
Internal communications                                   http://pbworks.com/                                             ...
Internal communications                                   http://www.socialtext.com/                                      ...
Internal communications                                   http://www.mindtouch.com/                                       ...
Internal communications                                                  http://www.youtube.com/watch?v=cRdxXPV9GNQ       ...
Internal communications                                                                    https://www.chatter.com/       ...
Internal communications                                   http://www.huddle.com/                                          ...
Internal communications                                   http://www.sapstreamwork.com                                    ...
Internal communications                                                 http://rypple.com/                                ...
Internal communications                                                   https://docs.google.com/                        ...
Customer                           Service                             32Tuesday 20 September 11
Customer Service                                                                                          http://bit.ly/KL...
Customer Service                                                                      http://www.bge.com/Pages/default.asp...
Customer Service                                                                   http://www.youtube.com/user/BaltimoreGa...
Customer Service                                     http://twitter.com/#!/mybge                                          ...
Customer Service                              http://www.facebook.com/myBGE?sk=wall                                       ...
Customer Service                              http://www.facebook.com/myBGE?sk=wall                                       ...
Customer Service                                                                            http://www.youtube.com/user/Ba...
Customer Service                                                                        http://www.youtube.com/user/DomCor...
Customer Service                                             http://www.youtube.com/user/DomCorpComm                      ...
Customer Service                                                 http://www.youtube.com/watch?v=d0D9kEuqfb0               ...
Customer Service - Crowdsourcing                                                         http://www.ideastorm.com/        ...
Customer Service                                                               http://getsatisfaction.com/                ...
Analytics                              45Tuesday 20 September 11
Analytics                          http://www.youtube.com/watch?v=InrOvEE2v38                                             ...
Analytics                                            http://www.radian6.com/                                              ...
Analytics                                            http://www-03.ibm.com/press/us/en/pressrelease/34087.wss             ...
Analytics                                                   http://www.omniture.com/en/products/social/social_analytics   ...
Analytics                                 http://www.omniture.com/en/products/social/social_analytics                     ...
Energy Management                          51Tuesday 20 September 11
Energy Management                                                                           http://www.oracle.com/us/indus...
Energy Management                                                             http://www.meregio.de/en/index.php?page=inde...
MTKD                              http://www.flickr.com/photos/collinanderson/2696845391/                                 ...
Energy Management                                                                                SAP Smart Meter Analytics...
Energy Management                                                                                SAP Smart Meter Analytics...
Energy Management                                 http://foursquare.com                                         57Tuesday ...
Energy Management                                 http://foursquare.com                                         58Tuesday ...
Energy Management                                 http://foursquare.com                                         59Tuesday ...
Energy Management - What-if?                                                                                    http://www...
Energy Management - What-if?                             What-if Energy apps had:                             •Ability to ...
Challenges?                               62Tuesday 20 September 11
Challenges                                                                                                 63Tuesday 20 Se...
Thanks!                             64Tuesday 20 September 11
Mind Map                              65Tuesday 20 September 11
Tom Raftery                             RedMonk                          tom@redmonk.com A collaboration of:Tuesday 20 Sep...
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Potent Social Media strategies for Utility companies

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Utility companies are facing increasing challenges because they have an aging workforce, increasing demands on their resources, and poor customer image.

Clever use of social media strategies can help utilities significantly alleviate these issues.

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Transcript of "Potent Social Media strategies for Utility companies"

  1. 1. Potent Social Media Strategies for Brand and Customer Loyalty Tom Raftery RedMonk A collaboration of:Tuesday 20 September 11
  2. 2. Tom Raftery • Lead analyst, energy and sustainability practice, RedMonk • tom@redmonk.com • GreenMonk.net • twitter.com/tomraftery • +34 677 695 468 • SlideShare.net/TomRaftery 2Tuesday 20 September 11
  3. 3. Who are you? Photo http://www.flickr.com/photos/warmestregards/2789694551/ 3Tuesday 20 September 11Work for a utility?Co. that uses Social Media internally/externally?FaceBook? YouTube? Twitter?Block them?
  4. 4. Power of Social Media? Photo http://www.google.com/hostednews/afp/article/ALeqM5iWq3vSDxhfRBUycN8lnup8PjiLGw?docId=CNG.4738bb3bfe08893b892ccf69563ecc85.3d1&index=0 4Tuesday 20 September 11President of Egypt from 1981-2011Ousted in an uprising which would not have been possible without social media
  5. 5. Social Media Video http://www.youtube.com/watch?v=fpMZbT1tx2o 5Tuesday 20 September 11
  6. 6. Challenges 6Tuesday 20 September 11
  7. 7. Aging Workforce Photo http://www.flickr.com/photos/gagilas/3501432476/ 7Tuesday 20 September 11 In the U.S. energy sector, more than a third of the workforce already is over 50 years old - http://hbr.org/2008/02/managing-demographic-risk/ar/1U.S. Bureau of Labor Statistics: In the US approx 30-40% of the work force in the electric utility sector will retire in the next 10 yearsAnd aging infrastructure
  8. 8. Image Photo http://www.flickr.com/photos/photofarmer/3303387519/ 8Tuesday 20 September 11At best, boring
  9. 9. Image Photo http://www.flickr.com/photos/undertow851/5964155985/ 9Tuesday 20 September 11Sometimes, not trustworthy
  10. 10. Increasing Demands Images http://www.paulchefurka.ca/EnergyGap.html 10Tuesday 20 September 11Increasing demand for dwindling energy sourcesEIA: world energy use to increase 53% by 2035; China and India account for half of growth
  11. 11. Increasing Demands Photo http://www.flickr.com/photos/jeremybrooks/2473047860/ 11Tuesday 20 September 11Also other demands - - Customer service - Reduced environmental impact - Energy consumption information
  12. 12. Social Media 12Tuesday 20 September 11
  13. 13. Aging Workforce - Recruitment http://www.linkedin.com/groups?home=&gid=67258&trk=anet_ug_hm 13Tuesday 20 September 11Generate a presence where the experts are -
  14. 14. Aging Workforce - Retention Photo http://www.flickr.com/photos/stephanridgway/4110712532/ 14Tuesday 20 September 11David Legge of FortisBC - guy walking out of interview - prob apocryphal but...Rotary dial phone - padlock on the dial
  15. 15. Image http://www.youtube.com/watch?v=owGykVbfgUE 15Tuesday 20 September 11Old spice sales up 100% in month that followedStill up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/229080/This ad alone has had 35m views (how many for playlist?)
  16. 16. Image http://www.youtube.com/watch?v=owGykVbfgUE 16Tuesday 20 September 11Sales up 100% in monthUp 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/229080/
  17. 17. Internal Communications 17Tuesday 20 September 11
  18. 18. Aging Workforce - Knowledge Photo http://www.flickr.com/photos/dabhaid/314923760/ 18Tuesday 20 September 11 In the U.S. energy sector, more than a third of the workforce already is over 50 years old - http://hbr.org/2008/02/managing-demographic-risk/ar/1In the US only approximately 30-40% of the work force in the electric utility sector will retire in the next 10 years - U.S. Bureau of Labor Statistics.Social Media for Knowledge managementCompany blogs / Wikis / Co. videoRaise hands if your co has an internal knowledge mgmnt programKeep hands up if co has knowledge sharing KPI’s?
  19. 19. Internal communications http://www.Dilbert.com 19Tuesday 20 September 11Done right - SM is good for employee morale (retention)And knowledge management
  20. 20. Internal communications Internal IBM blog 20Tuesday 20 September 11Knowledge sharing - you as blogger become acknowledged expertRated by peers
  21. 21. Internal communications Internal IBM blog 21Tuesday 20 September 11IBM has 18k internal blogs - running blog program 8 yrs
  22. 22. Internal communications http://en.wikipedia.org/wiki/SAP_AG 22Tuesday 20 September 11Wikipedia - Election of Benedict story
  23. 23. Internal communications http://pbworks.com/ 23Tuesday 20 September 11It@cork meeting minutes
  24. 24. Internal communications http://www.socialtext.com/ 24Tuesday 20 September 11Hosted
  25. 25. Internal communications http://www.mindtouch.com/ 25Tuesday 20 September 11
  26. 26. Internal communications http://www.youtube.com/watch?v=cRdxXPV9GNQ 26Tuesday 20 September 11Video blogs - rich mediumSome find it easier to talk than to write
  27. 27. Internal communications https://www.chatter.com/ 27Tuesday 20 September 11SalesForce’s Chatter now deployed by over 100,000 co.’s worldwideFree private social network for your co.
  28. 28. Internal communications http://www.huddle.com/ 28Tuesday 20 September 11Internal AND ExternalProject management
  29. 29. Internal communications http://www.sapstreamwork.com 29Tuesday 20 September 11Internal AND ExternalProject management
  30. 30. Internal communications http://rypple.com/ 30Tuesday 20 September 11Performance managementWatch a couple of the Rypple videos!
  31. 31. Internal communications https://docs.google.com/ 31Tuesday 20 September 112 ppl working on a spreadsheet remotelyIn a browserAnd chatting
  32. 32. Customer Service 32Tuesday 20 September 11
  33. 33. Customer Service http://bit.ly/KLM-Ash 33Tuesday 20 September 11KLM and the Ashcloud120 people in shifts for 7 days on FB & TwitterNow has 23 strong social media dept“customer service agents in the social media dept are 75% more productive than those in call centres”
  34. 34. Customer Service http://www.bge.com/Pages/default.aspx 34Tuesday 20 September 1125 videos on Irene - 9 on preparation, 16 on power restoration
  35. 35. Customer Service http://www.youtube.com/user/BaltimoreGasElectric#g/c/F403154CEA64F176 35Tuesday 20 September 1125 videos on Irene - 9 on preparation, 16 on power restoration
  36. 36. Customer Service http://twitter.com/#!/mybge 36Tuesday 20 September 11% customers restoredReplying to queries“DM your address and we ...”4040 followers
  37. 37. Customer Service http://www.facebook.com/myBGE?sk=wall 37Tuesday 20 September 11Restoration updatesReplying to customers5841 likes
  38. 38. Customer Service http://www.facebook.com/myBGE?sk=wall 38Tuesday 20 September 11158 Photos tagged Irene
  39. 39. Customer Service http://www.youtube.com/user/BaltimoreGasElectric#g/p 39Tuesday 20 September 11Playlists for Safety, Smart energy, conservation, news coverage, community programs
  40. 40. Customer Service http://www.youtube.com/user/DomCorpComm 40Tuesday 20 September 11Check out number of views!Provide info & ppl will stop calling call center & go to SM sites
  41. 41. Customer Service http://www.youtube.com/user/DomCorpComm 41Tuesday 20 September 11Check out number of followers & tweets
  42. 42. Customer Service http://www.youtube.com/watch?v=d0D9kEuqfb0 42Tuesday 20 September 11picked up & run by local mediaEnsure every truckroll has a smartphone...
  43. 43. Customer Service - Crowdsourcing http://www.ideastorm.com/ 43Tuesday 20 September 11Social customer service - crowdsourcing ideas/feedbackThe Dell Community has: • Contributed 16,076 ideas • Promoted 746,441 times • Posted 93,195 commentsDell has: • Implemented 467 ideasStarbucks also
  44. 44. Customer Service http://getsatisfaction.com/ 44Tuesday 20 September 11Social customer service - crowdsourcing ideas/feedback
  45. 45. Analytics 45Tuesday 20 September 11
  46. 46. Analytics http://www.youtube.com/watch?v=InrOvEE2v38 46Tuesday 20 September 11
  47. 47. Analytics http://www.radian6.com/ 47Tuesday 20 September 11Recently bought by SalesForce for $340m
  48. 48. Analytics http://www-03.ibm.com/press/us/en/pressrelease/34087.wss 48Tuesday 20 September 11IBM now in social media analytics as well
  49. 49. Analytics http://www.omniture.com/en/products/social/social_analytics 49Tuesday 20 September 11Adobe acquired Omniture for roughly $1.8 billion
  50. 50. Analytics http://www.omniture.com/en/products/social/social_analytics 50Tuesday 20 September 11SAS Social Media analytics app
  51. 51. Energy Management 51Tuesday 20 September 11
  52. 52. Energy Management http://www.oracle.com/us/industries/utilities/turning-information-power-195649.pdf 52Tuesday 20 September 1195% are interested in receiving detailed information on their energy use
  53. 53. Energy Management http://www.meregio.de/en/index.php?page=index 53Tuesday 20 September 11Minimum Emission Region - MeRegio - Baden-WürttembergResearch project involving SAP Research & 5 partners
  54. 54. MTKD http://www.flickr.com/photos/collinanderson/2696845391/ 54Tuesday 20 September 11Mean Time to Kitchen Draweraka MTJD
  55. 55. Energy Management SAP Smart Meter Analytics 55Tuesday 20 September 11SAP Smart Meter AnalyticsCentrica demo at Sapphire - largest SAP customer! - 18m residential customers! - 1m businessGoing from 75 million meter reads per annum to 120 billion meter reads a year
  56. 56. Energy Management SAP Smart Meter Analytics 56Tuesday 20 September 11SAP Smart Meter AnalyticsCentrica demo at Sapphire - largest SAP customer! - 18m residential customers! - 1m businessGoing from 75 million meter reads per annum to 120 billion meter reads a year
  57. 57. Energy Management http://foursquare.com 57Tuesday 20 September 11
  58. 58. Energy Management http://foursquare.com 58Tuesday 20 September 11iPhone appAwards - MayorPointsLeaderboard
  59. 59. Energy Management http://foursquare.com 59Tuesday 20 September 11Achievement badges
  60. 60. Energy Management - What-if? http://www.meregio.de/en/index.php?page=index 60Tuesday 20 September 11With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
  61. 61. Energy Management - What-if? What-if Energy apps had: •Ability to share to Facebook, Twitter, Google+, etc •Leaderboards? •Achievement badges? •Targets and scores? http://www.meregio.de/en/index.php?page=index 61Tuesday 20 September 11With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
  62. 62. Challenges? 62Tuesday 20 September 11
  63. 63. Challenges 63Tuesday 20 September 11Capture knowledge before people retireAttract high quality new hiresHow many times have you heard ppl say - “You work for XYZ utility - wow, that’s soooooo cool”?KPI’s for quantity & quality of knowledge shared
  64. 64. Thanks! 64Tuesday 20 September 11
  65. 65. Mind Map 65Tuesday 20 September 11
  66. 66. Tom Raftery RedMonk tom@redmonk.com A collaboration of:Tuesday 20 September 11
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