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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Potent Social Media strategies for Utility companies
- 1. Potent Social Media Strategies for Brand and Customer Loyalty Tom Raftery RedMonk A collaboration of: Tuesday 20 September 11
- 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 2 Tuesday 20 September 11
- 3. Who are you? Photo http://www.flickr.com/photos/warmestregards/2789694551/ 3 Tuesday 20 September 11 Work for a utility? Co. that uses Social Media internally/externally? FaceBook? YouTube? Twitter? Block them?
- 4. Power of Social Media? Photo http://www.google.com/hostednews/afp/article/ALeqM5iWq3vSDxhfRBUycN8lnup8PjiLGw?docId=CNG.4738bb3bfe08893b892ccf69563ecc85.3d1&index=0 4 Tuesday 20 September 11 President of Egypt from 1981-2011 Ousted in an uprising which would not have been possible without social media
- 5. Social Media Video http://www.youtube.com/watch?v=fpMZbT1tx2o 5 Tuesday 20 September 11
- 6. Challenges 6 Tuesday 20 September 11
- 7. Aging Workforce Photo http://www.flickr.com/photos/gagilas/3501432476/ 7 Tuesday 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/1 U.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 years And aging infrastructure
- 8. Image Photo http://www.flickr.com/photos/photofarmer/3303387519/ 8 Tuesday 20 September 11 At best, boring
- 9. Image Photo http://www.flickr.com/photos/undertow851/5964155985/ 9 Tuesday 20 September 11 Sometimes, not trustworthy
- 10. Increasing Demands Images http://www.paulchefurka.ca/EnergyGap.html 10 Tuesday 20 September 11 Increasing demand for dwindling energy sources EIA: world energy use to increase 53% by 2035; China and India account for half of growth
- 11. Increasing Demands Photo http://www.flickr.com/photos/jeremybrooks/2473047860/ 11 Tuesday 20 September 11 Also other demands - - Customer service - Reduced environmental impact - Energy consumption information
- 12. Social Media 12 Tuesday 20 September 11
- 13. Aging Workforce - Recruitment http://www.linkedin.com/groups?home=&gid=67258&trk=anet_ug_hm 13 Tuesday 20 September 11 Generate a presence where the experts are -
- 14. Aging Workforce - Retention Photo http://www.flickr.com/photos/stephanridgway/4110712532/ 14 Tuesday 20 September 11 David Legge of FortisBC - guy walking out of interview - prob apocryphal but... Rotary dial phone - padlock on the dial
- 15. Image http://www.youtube.com/watch?v=owGykVbfgUE 15 Tuesday 20 September 11 Old spice sales up 100% in month that followed Still 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. Image http://www.youtube.com/watch?v=owGykVbfgUE 16 Tuesday 20 September 11 Sales up 100% in month Up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/229080/
- 17. Internal Communications 17 Tuesday 20 September 11
- 18. Aging Workforce - Knowledge Photo http://www.flickr.com/photos/dabhaid/314923760/ 18 Tuesday 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/1 In 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 management Company blogs / Wikis / Co. video Raise hands if your co has an internal knowledge mgmnt program Keep hands up if co has knowledge sharing KPI’s?
- 19. Internal communications http://www.Dilbert.com 19 Tuesday 20 September 11 Done right - SM is good for employee morale (retention) And knowledge management
- 20. Internal communications Internal IBM blog 20 Tuesday 20 September 11 Knowledge sharing - you as blogger become acknowledged expert Rated by peers
- 21. Internal communications Internal IBM blog 21 Tuesday 20 September 11 IBM has 18k internal blogs - running blog program 8 yrs
- 22. Internal communications http://en.wikipedia.org/wiki/SAP_AG 22 Tuesday 20 September 11 Wikipedia - Election of Benedict story
- 23. Internal communications http://pbworks.com/ 23 Tuesday 20 September 11 It@cork meeting minutes
- 24. Internal communications http://www.socialtext.com/ 24 Tuesday 20 September 11 Hosted
- 25. Internal communications http://www.mindtouch.com/ 25 Tuesday 20 September 11
- 26. Internal communications http://www.youtube.com/watch?v=cRdxXPV9GNQ 26 Tuesday 20 September 11 Video blogs - rich medium Some find it easier to talk than to write
- 27. Internal communications https://www.chatter.com/ 27 Tuesday 20 September 11 SalesForce’s Chatter now deployed by over 100,000 co.’s worldwide Free private social network for your co.
- 28. Internal communications http://www.huddle.com/ 28 Tuesday 20 September 11 Internal AND External Project management
- 29. Internal communications http://www.sapstreamwork.com 29 Tuesday 20 September 11 Internal AND External Project management
- 30. Internal communications http://rypple.com/ 30 Tuesday 20 September 11 Performance management Watch a couple of the Rypple videos!
- 31. Internal communications https://docs.google.com/ 31 Tuesday 20 September 11 2 ppl working on a spreadsheet remotely In a browser And chatting
- 32. Customer Service 32 Tuesday 20 September 11
- 33. Customer Service http://bit.ly/KLM-Ash 33 Tuesday 20 September 11 KLM and the Ashcloud 120 people in shifts for 7 days on FB & Twitter Now has 23 strong social media dept “customer service agents in the social media dept are 75% more productive than those in call centres”
- 34. Customer Service http://www.bge.com/Pages/default.aspx 34 Tuesday 20 September 11 25 videos on Irene - 9 on preparation, 16 on power restoration
- 35. Customer Service http://www.youtube.com/user/BaltimoreGasElectric#g/c/F403154CEA64F176 35 Tuesday 20 September 11 25 videos on Irene - 9 on preparation, 16 on power restoration
- 36. Customer Service http://twitter.com/#!/mybge 36 Tuesday 20 September 11 % customers restored Replying to queries “DM your address and we ...” 4040 followers
- 37. Customer Service http://www.facebook.com/myBGE?sk=wall 37 Tuesday 20 September 11 Restoration updates Replying to customers 5841 likes
- 38. Customer Service http://www.facebook.com/myBGE?sk=wall 38 Tuesday 20 September 11 158 Photos tagged Irene
- 39. Customer Service http://www.youtube.com/user/BaltimoreGasElectric#g/p 39 Tuesday 20 September 11 Playlists for Safety, Smart energy, conservation, news coverage, community programs
- 40. Customer Service http://www.youtube.com/user/DomCorpComm 40 Tuesday 20 September 11 Check out number of views! Provide info & ppl will stop calling call center & go to SM sites
- 41. Customer Service http://www.youtube.com/user/DomCorpComm 41 Tuesday 20 September 11 Check out number of followers & tweets
- 42. Customer Service http://www.youtube.com/watch?v=d0D9kEuqfb0 42 Tuesday 20 September 11 picked up & run by local media Ensure every truckroll has a smartphone...
- 43. Customer Service - Crowdsourcing http://www.ideastorm.com/ 43 Tuesday 20 September 11 Social customer service - crowdsourcing ideas/feedback The Dell Community has: • Contributed 16,076 ideas • Promoted 746,441 times • Posted 93,195 comments Dell has: • Implemented 467 ideas Starbucks also
- 44. Customer Service http://getsatisfaction.com/ 44 Tuesday 20 September 11 Social customer service - crowdsourcing ideas/feedback
- 45. Analytics 45 Tuesday 20 September 11
- 46. Analytics http://www.youtube.com/watch?v=InrOvEE2v38 46 Tuesday 20 September 11
- 47. Analytics http://www.radian6.com/ 47 Tuesday 20 September 11 Recently bought by SalesForce for $340m
- 48. Analytics http://www-03.ibm.com/press/us/en/pressrelease/34087.wss 48 Tuesday 20 September 11 IBM now in social media analytics as well
- 49. Analytics http://www.omniture.com/en/products/social/social_analytics 49 Tuesday 20 September 11 Adobe acquired Omniture for roughly $1.8 billion
- 50. Analytics http://www.omniture.com/en/products/social/social_analytics 50 Tuesday 20 September 11 SAS Social Media analytics app
- 51. Energy Management 51 Tuesday 20 September 11
- 52. Energy Management http://www.oracle.com/us/industries/utilities/turning-information-power-195649.pdf 52 Tuesday 20 September 11 95% are interested in receiving detailed information on their energy use
- 53. Energy Management http://www.meregio.de/en/index.php?page=index 53 Tuesday 20 September 11 Minimum Emission Region - MeRegio - Baden-Württemberg Research project involving SAP Research & 5 partners
- 54. MTKD http://www.flickr.com/photos/collinanderson/2696845391/ 54 Tuesday 20 September 11 Mean Time to Kitchen Drawer aka MTJD
- 55. Energy Management SAP Smart Meter Analytics 55 Tuesday 20 September 11 SAP Smart Meter Analytics Centrica demo at Sapphire - largest SAP customer ! - 18m residential customers ! - 1m business Going from 75 million meter reads per annum to 120 billion meter reads a year
- 56. Energy Management SAP Smart Meter Analytics 56 Tuesday 20 September 11 SAP Smart Meter Analytics Centrica demo at Sapphire - largest SAP customer ! - 18m residential customers ! - 1m business Going from 75 million meter reads per annum to 120 billion meter reads a year
- 57. Energy Management http://foursquare.com 57 Tuesday 20 September 11
- 58. Energy Management http://foursquare.com 58 Tuesday 20 September 11 iPhone app Awards - Mayor Points Leaderboard
- 59. Energy Management http://foursquare.com 59 Tuesday 20 September 11 Achievement badges
- 60. Energy Management - What-if? http://www.meregio.de/en/index.php?page=index 60 Tuesday 20 September 11 With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
- 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 61 Tuesday 20 September 11 With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
- 62. Challenges? 62 Tuesday 20 September 11
- 63. Challenges 63 Tuesday 20 September 11 Capture knowledge before people retire Attract high quality new hires How 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. Thanks! 64 Tuesday 20 September 11
- 65. Mind Map 65 Tuesday 20 September 11
- 66. Tom Raftery RedMonk tom@redmonk.com A collaboration of: Tuesday 20 September 11