Social Media and Content Marketing for Utility Companies

Stop Talking about Yourself! Listen, Analyze and Publish Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42

Hi! I’m Joe Pulizzi (@juntajoe)
Evangelist, speaker, author for content marketing – why marketers need to be publishers.
Founder and Chief Content Officer for Junta42
Co-author of Get Content Get Customers (McGraw-Hill)
Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company

Let’s Start Off with Some Questions

Most Content Revolves Around
New Programs
New Products
New Services
Company Promotions/Changes
Investor Updates

How Most of Your Content is Developed

Who Cares?

What this is all about…
Deliver valuable, relevant and compelling content to your customers on a consistent basis.

Telling Relevant Stories
A Blog
White Paper Series
eBooks
Case Studies
Vertical Search
Content Microsites/Portals
Online Quizzes
Digital Magazines
Community Forums
eNewsletters
Variable eNewsletters
eZines
Podcasts
Audio Books
Vodcasts
Video Portals
Website RSS Feeds
Social Networking Sites
Webcasts/Webinars
Virtual Trade Shows
Online Games
Twitter Channel

Your Knowledge Their Needs

Start Thinking Like a Publisher
Think of customers like readers. What do they need to know to be successful? What are their pain points?

The Big Shift
FirstEnergy is a diversified energy company headquartered in Akron, Ohio. Its subsidiaries and affiliates are involved in the generation, transmission and distribution of electricity, as well as energy management and other energy-related services. Its seven electric utility operating companies comprise the nation's fifth largest investor-owned electric system, serving 4.5 million customers within 36,100 square miles of Ohio, Pennsylvania and New Jersey; and its generation subsidiaries control more than 14,000 megawatts of capacity.

The Big Shift
Now…
The energy solutions provider for XYC Community.

Listen Carefully!

Making Sense out of the Noise
Listen in the right places.
Choose your words and phrases carefully.
Figure out where you should be spending your time.

Image from Story Worldwide

Are you listening?

Search.twitter.com

Not Listening
If you are not listening, how can you develop helpful information for your customers?

Analyze… Create the Strategy… Publish… Share and Spread...

FANS FOES

Does this make it easy?

Remember, it’s not about you!
It’s About Them!
They want solutions to their problems.
Fast, easy, painless, helpful
AND consistent!

Your Ideas Spread!
Position yourself as the trusted solutions provider for your industry and people will spread your content.

Join in and Speak Up

What if…a helpful Video Series

What if…Everything about Energy

What if…a Weekly Energy Update

What if…an Energy slideshare Channel

What if…Easy-to-use Free Web App

What if…a Twitter Tips Channel

What if…a Facebook Movement

Yes, the Blog

What if?
What if your customers saw your company as the industry thought leader?

What if?
What if they signed up for your enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives?

What if?
What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?

Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe

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Social Media and Content Marketing for Utility Companies

by Joe Pulizzi on Sep 23, 2009

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Social Media and Content Marketing for Utility Companies — Presentation Transcript