Too big for twitter the superstorm sandy experience


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Too big for twitter the superstorm sandy experience

  1. 1. A collaboration of: Too Big for Twitter? The Superstorm Sandy Experience Tracy Kirk Public Service Electric & Gas (PSE&G) Manager, Customer Technology
  2. 2. PSE&G at a Glance 2 • New Jersey’s oldest and largest regulated utility • Provide service to 75% of New Jersey’s population • 2.4 million customers – 2.2 million Electric customers and 1.8 million Gas customers • Robust Appliance Service and HVAC competitive business • Nation’s most reliable electric utility 5 of the last 8 years • PSE&G ranks 3rd among all utilities in installed solar capacity
  3. 3. Our Social Evolution 3 Explore • 2009 One-Way Messaging • @psegoutageinfo and @psegnews Experience •2012 Piloted Two-Way Communications •@psegdelivers, @psegcares, @psegnews Expand • 2013 Facebook Launch • Expanded Coverage
  4. 4. Lessons from the Two-way Pilot  Developing relationships with influencers  Consistency of tone  Engaging field groups for service  Coordination and feedback between Customer Solutions and Corporate Communications We could have transparent, rewarding dialogue with our followers without legal/regulatory/public affairs problems How to quickly ramp up staffing Handling extended events Handling volume Routing / workflow handling 4 What hadn’t we experienced yet?
  5. 5. Superstorm Planning  Secured executive buy-in. “This storm is too big for Twitter.”  Maintain a tone consistent with our overall communications:  Empathy - We Are Together in This - We Hear You - We Care – We’re On It  Knowing that we would not be able to respond to every customer, we established a criteria for responding to tweets:  Influencers  Situations where we could make a difference  Broad application to our followers  Gathering field intelligence  Threats  Educating customers on the most appropriate ways to communicate with us  Not a primary channel for reporting outages  Types of information provided: links to work plans, restoration pictures and updates, safety info, assistance resources (e.g. FEMA,, ice and water). 5
  6. 6. Part of a Cohesive Communications Strategy 6 Coordinated Content PSEG.COM External Affairs & Other Stakeholders CSRs & Front Lines Press Release & Email Blasts Twitter Link ConstituentsCallers / Public
  7. 7. Keys to Success  Rapid on-boarding of volunteers  Close coordination between Customer Solutions and Corporate Communications for consistency and accuracy  Adjusting on-the-fly  Tweet limits  Combination of virtual team and face-to-face  Flexible scheduling  Leveraging influencers  Amplifying the positive, moving detractors off-line 7
  8. 8. A New Storm Communication Channel is Born 8 Storm Daily Average Total Peak Day During Sandy Blue Sky Day Twitter Impressions 53,667,331 8,700,244 3,577,822 20,325 Twitter @Mentions 90,639 14,809 6,043 5 New Followers 52,944 12,411 3,530 12 Retweets 8,406 1,234 560 5 Twitter provided instant feedback from customers as events unfolded, and a broad reach that traditional one-on-one interactions can’t achieve.
  9. 9. Net Sentiment Score • Average = 39, Peak = 59 • (US Corporate Average 32)
  10. 10. Mobile Technology is a Game Changer Mobile technology is a game changer. More than half of Americans have a smart phone, and more and more people, in almost every age demographic, are active on social media. 10
  11. 11. People have an increasing and insatiable need to be connected. an increasing and insatiable need to be connected. Even more so in times of emergency. They want to be heard, to be validated, to help and to influence. 11
  12. 12. The number of people on social media spikes in times of disaster. The number of people on social media spikes in times of disaster. People flock to Twitter and Facebook because they are searching for immediate information that they can’t get via traditional broadcast channels. 12
  13. 13. Engaging Influencers is Critical Engaging influencers is critical.It’s just as important to grow the influence of your online community as it is to grow the size. Connecting with people who have credibility in their local communities is critical to an organization’s ability to spread its message 13
  14. 14. The public respects and rewards consistent, transparent interaction and cooperation between the private sector and community leaders. The public respects and rewards consistent, transparent interaction and The public respects and rewards consistent, transparent interaction and cooperation between the private sector and community leaders. cooperation between the private sector and community leaders. Using your social media networks to amplify messages from municipal and state officials, police departments, Offices of Emergency Management and social service agencies can help grow your audience and get valuable information out to those who need it while its needed. 14
  15. 15. Tone Mattersers. People respect a social media effort that is continuously empathetic, authentic and helpful. (A sense of humor helps, too.) 15
  16. 16. Public notes of appreciation matter too. appreciation matter too, especially to the fiercely proud people who work in the utility industry. We regard ourselves as first responders, and supportive messages can go a long way with a weary employee base in need of a boost. 16
  17. 17. Maturing our Social Strategy • Today we have 60,000 + followers in our social community o Focused on growing both the size and the influence of our community. Mayors, towns and OEMs are key to expanding reach. • Using Sprinklr, new tool, to manage growth o Workflow management, Engaging influencers o Tracking and measuring, so that we can see which messaging our audience most wants • Moving forward: o Increasing after-hours support o Focusing on “blue sky day” stakeholder education through social campaigns that include infographics and video o Using Twitter to notify about residents about road openings and tree trimming (Q3) o Expanding to LinkedIn and Instagram to reach different audiences.
  18. 18. Parting Thoughts • Customers are increasingly seeking social media interaction with their utility- and their expectations have dramatically increased. • Customers who interact with the enterprise via social channels are more satisfied than those who reach out to the company in other ways. • Customer service results are harmed when customers reach out on social media and don’t receive a response. • It is vital that utilities prepare for impending growth in customer interaction via social channels. • Twitter is the better channel for outage communications and service interaction. Facebook is best suited for communicating utilities’ products and services, pricing programs, etc.
  19. 19. A collaboration of: Tracy Kirk