Can Social Media make Utilities sexy again?


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The slides were my intro for the panel discussion on social media for utilities at the 2013 International SAP for Utilities event in Copenhagen

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Can Social Media make Utilities sexy again?

  1. 1. Tom  Raery,  Principal  Analyst  RedMonk1Can Social make utilitiessexy again?
  2. 2. • Principal analyst, RedMonk•••• +34 677 695 468• RafteryBullet points - sorry!More Bullet points on this slide than on the rest of the entire deck!Prob won’t have time for q’s at end - will hang around but here are my contact details in case you can’t stay
  3. 3. 3What I had for breakfast?Photo - often belittle Social Media saying - it is full of ppl saying what they had for breakfastHow many ppl empathise?
  4. 4. 4What I had for breakfast? article with lots of big data references in generalT-Mobile in US analysed its 33m customer data records, web logs, billing data and social media information to predict customer defectionsIt halved customer defections in a single quarter
  5. 5. 5Facebook billion monthly active users (MAU) as of December 31, 2012618 million daily active users (DAU) for December 2012680 million mobile MAUs as of December 31
  6. 6. 6Facebook Dec 2012 Mobile DAUs exceededweb DAUs for the first time
  7. 7. 7Twitter tweets per day over the last year
  8. 8. 8Analytics no such thing as information overload - only filterfailure.Clay Shirky, Prof NYU,Fellow at the Berkman Center for Internet and Society
  9. 9. 9So what?What are the use cases?
  10. 10. 10Customer Service
  11. 11. 11Customer Service
  12. 12. 12Customer Service ppl ETR’s via TwitterNot new, was doing this last yr in response to Irene as well
  13. 13. 13Customer Service>10,600 likes - also v interactive
  14. 14. 14Customer Service 300 photos tagged “Hurricane Sandy”
  15. 15. 15Customer Service
  16. 16. 16Customer Service their SM resources together nicely here
  17. 17. 17Brand Management ad alone has had 43m views
  18. 18. 18AusgridVideo
  19. 19. 19Video had well over 20,000 views!
  20. 20. 20Greying workforcePhoto credit issues urgent becauseIn the U.S. energy sector, more than a third of the workforce already is over 50 years old - 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
  21. 21. 21BoringPhoto credit of Utility companies
  22. 22. 22RecruitmentPhoto and aging workforce issues have follow-on consequences for recruitment/retention
  23. 23. 23RetentionPhoto Legge - Fortis BC - guy walking out of interview
  24. 24. 24RetentionTwitter as news/info gathering medium
  25. 25. 25Retention millennial’s - blocking SM is like putting a rotary dial phone on their desk with a lock on the dial
  26. 26. 26Retention is a primary source to gather information aboutchanges in my industry. It helps the organization staycurrent with the latest trends and thinking.Casey Coleman, CIO of the U.S. General Services AdministrationDon’t take my word for it
  27. 27. 27CollaborationPhoto media can be powerful way to share info within orgsAnd stop co losing info when ppl leave
  28. 28. 28CollaborationIBM internal blogsTag clouds - recommendations, similar blogsIBM has 20k internal blogs - running blog program 9 yrs
  29. 29. 29Collaboration
  30. 30. 30Collaboration
  31. 31. 31Collaboration ppl working on a spreadsheet remotelyIn a browserAnd chatting
  32. 32. 32Energy Management
  33. 33. 33Energy ManagementWhat-if Energy apps had:•Ability to share to Facebook, Twitter, Google+, etc•Leaderboards?•Achievement badges?•Targets and scores?With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
  34. 34. 34Gatorade
  35. 35. 35Dell has 70 employees, processing 25,000 social media events in 11 languagesBased on Radian6
  36. 36. 36Utilities’s Grid IQ Insight can mine social media for mentions of outagesGives early notifications of an outage in an areaIf geotagged and/or includes images/video can confirm cause of outage and speed up time to resolution
  37. 37. 37Utilities
  38. 38. 38Conclusionand your org can be the sexy utility on the block.
  39. 39. 39As well as business advantages, social can makeutilities sexy once more!Conclusion
  40. 40. 40Tom Raftery - RedMonkSteven Pratt - CenterPoint EnergyMartijn van Glabbeek - AllianderJames McClelland - SAPPanel
  41. 41. Thanks!Contact information:Tom RafteryPrincipal Analyst, Energy & Sustainability,,, 677 695 46841
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