Potent Social Media strategies for Utility companies
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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....

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 Potent Social Media strategies for Utility companies Presentation Transcript

  • Potent Social Media Strategies for Brand and Customer Loyalty Tom Raftery RedMonk A collaboration of:Tuesday 20 September 11
  • 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
  • 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?
  • 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
  • Social Media Video http://www.youtube.com/watch?v=fpMZbT1tx2o 5Tuesday 20 September 11
  • Challenges 6Tuesday 20 September 11
  • 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
  • Image Photo http://www.flickr.com/photos/photofarmer/3303387519/ 8Tuesday 20 September 11At best, boring
  • Image Photo http://www.flickr.com/photos/undertow851/5964155985/ 9Tuesday 20 September 11Sometimes, not trustworthy
  • 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
  • Increasing Demands Photo http://www.flickr.com/photos/jeremybrooks/2473047860/ 11Tuesday 20 September 11Also other demands - - Customer service - Reduced environmental impact - Energy consumption information
  • Social Media 12Tuesday 20 September 11
  • 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 -
  • 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
  • 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?)
  • 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/
  • Internal Communications 17Tuesday 20 September 11
  • 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?
  • Internal communications http://www.Dilbert.com 19Tuesday 20 September 11Done right - SM is good for employee morale (retention)And knowledge management
  • Internal communications Internal IBM blog 20Tuesday 20 September 11Knowledge sharing - you as blogger become acknowledged expertRated by peers
  • Internal communications Internal IBM blog 21Tuesday 20 September 11IBM has 18k internal blogs - running blog program 8 yrs
  • Internal communications http://en.wikipedia.org/wiki/SAP_AG 22Tuesday 20 September 11Wikipedia - Election of Benedict story
  • Internal communications http://pbworks.com/ 23Tuesday 20 September 11It@cork meeting minutes
  • Internal communications http://www.socialtext.com/ 24Tuesday 20 September 11Hosted
  • Internal communications http://www.mindtouch.com/ 25Tuesday 20 September 11
  • Internal communications http://www.youtube.com/watch?v=cRdxXPV9GNQ 26Tuesday 20 September 11Video blogs - rich mediumSome find it easier to talk than to write
  • 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.
  • Internal communications http://www.huddle.com/ 28Tuesday 20 September 11Internal AND ExternalProject management
  • Internal communications http://www.sapstreamwork.com 29Tuesday 20 September 11Internal AND ExternalProject management
  • Internal communications http://rypple.com/ 30Tuesday 20 September 11Performance managementWatch a couple of the Rypple videos!
  • Internal communications https://docs.google.com/ 31Tuesday 20 September 112 ppl working on a spreadsheet remotelyIn a browserAnd chatting
  • Customer Service 32Tuesday 20 September 11
  • 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”
  • Customer Service http://www.bge.com/Pages/default.aspx 34Tuesday 20 September 1125 videos on Irene - 9 on preparation, 16 on power restoration
  • 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
  • Customer Service http://twitter.com/#!/mybge 36Tuesday 20 September 11% customers restoredReplying to queries“DM your address and we ...”4040 followers
  • Customer Service http://www.facebook.com/myBGE?sk=wall 37Tuesday 20 September 11Restoration updatesReplying to customers5841 likes
  • Customer Service http://www.facebook.com/myBGE?sk=wall 38Tuesday 20 September 11158 Photos tagged Irene
  • Customer Service http://www.youtube.com/user/BaltimoreGasElectric#g/p 39Tuesday 20 September 11Playlists for Safety, Smart energy, conservation, news coverage, community programs
  • 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
  • Customer Service http://www.youtube.com/user/DomCorpComm 41Tuesday 20 September 11Check out number of followers & tweets
  • Customer Service http://www.youtube.com/watch?v=d0D9kEuqfb0 42Tuesday 20 September 11picked up & run by local mediaEnsure every truckroll has a smartphone...
  • 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
  • Customer Service http://getsatisfaction.com/ 44Tuesday 20 September 11Social customer service - crowdsourcing ideas/feedback
  • Analytics 45Tuesday 20 September 11
  • Analytics http://www.youtube.com/watch?v=InrOvEE2v38 46Tuesday 20 September 11
  • Analytics http://www.radian6.com/ 47Tuesday 20 September 11Recently bought by SalesForce for $340m
  • Analytics http://www-03.ibm.com/press/us/en/pressrelease/34087.wss 48Tuesday 20 September 11IBM now in social media analytics as well
  • Analytics http://www.omniture.com/en/products/social/social_analytics 49Tuesday 20 September 11Adobe acquired Omniture for roughly $1.8 billion
  • Analytics http://www.omniture.com/en/products/social/social_analytics 50Tuesday 20 September 11SAS Social Media analytics app
  • Energy Management 51Tuesday 20 September 11
  • 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
  • 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
  • MTKD http://www.flickr.com/photos/collinanderson/2696845391/ 54Tuesday 20 September 11Mean Time to Kitchen Draweraka MTJD
  • 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
  • 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
  • Energy Management http://foursquare.com 57Tuesday 20 September 11
  • Energy Management http://foursquare.com 58Tuesday 20 September 11iPhone appAwards - MayorPointsLeaderboard
  • Energy Management http://foursquare.com 59Tuesday 20 September 11Achievement badges
  • 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
  • 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
  • Challenges? 62Tuesday 20 September 11
  • 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
  • Thanks! 64Tuesday 20 September 11
  • Mind Map 65Tuesday 20 September 11
  • Tom Raftery RedMonk tom@redmonk.com A collaboration of:Tuesday 20 September 11