Social Media: Changing How We Communicate<br />Your host: Trish Freshwater, APR<br />
Agenda<br /><ul><li>Introduction/Overview of Social Media
Utilities Blazing the Path
Case Study: South Carolina Electric & Gas
Social Media = Media Relations
Social Media and Crisis Communication
In-depth: Twitter
Best Practices, Legal Concerns</li></li></ul><li>
What is Social Media?<br />Relationship Building<br />Conversations<br />Unscripted<br />Multimedia<br />
Social Media Landscape<br />
Social Media Expectations<br />Instantaneous<br />Community<br />Transparency<br />Listen<br />Participatory<br />Monitor<...
A closer look at the Conversation Prism<br />
Social Web – Reputation Management Cycles<br />
Utilities Blazing the Path<br />
Twitter is getting crowded …<br />Alabama Power / AlabamaPowerAmeren Illinois / IllinoisOutageAmeren Illinois / ActOnEnerg...
YouTube’s Show and Tell<br /><ul><li>Duke Energy Media Center
Florida Power & Light
Luminant Power
Progress Energy
PSNH
Southern Company
SCE&G
National Grid Polar Bears
National Grid crew repairing power lines
National Grid corporate sponsor of Volunteers’ Week </li></li></ul><li>Flickr – A picture is worth 1,000 words<br />
Exelon’s Benchmarking Study<br />June and July 2009<br />17-questions about attitudes toward and the use of Social Media<b...
Case Study:South Carolina Electric & Gas<br />
SCE&G’s Social Media Goals<br />Media Relations<br />Customer Service<br />Branding<br />Build two-way communication,engag...
SCE&G’s Social Media Channels<br />Energy Wise Blog<br />YouTube<br />Twitter<br />“Limited” Newspaper Commentary<br />
Energy Wise blog<br />Blogging provides …<br />Narrowly defined presence<br />Forum to interact with customers<br />Interc...
Building the Blog Brand Through Advertising<br />
2009 SCE&G Blog/Advertorial Calendar<br />Last Update: June 4, 2009<br />
2009 SCE&G Newspaper Column Questions<br />Advertorials directly tie-in with what we are doing in the blog<br />
Blogging invites Conversation<br />Frustrated customer:<br />Our Response:<br />
YouTube Channel<br /><ul><li> Can have links from blog   to company videos
 Post videos we already   produce, i.e. Eye On   SCANA segments
 Comments sectiondisabled for now</li></ul>Benefits:<br /> Helps offload bandwidth from our site<br /> Improves SEO<br /> ...
Twitter – Customers/Media are Talking<br />
Twitter – SCE&G Quietly Talks Back<br />Eyebee replied back: @sallengI hear you, but can&apos;t help compare to when I liv...
Twitter – SCEGNews<br />
Newspaper Commentary<br />
Future Efforts<br />Formal Newspaper Commentary<br />Flickr<br />Facebook<br />LinkedIn<br />
Social Media = Media Relations<br />
Online Trumps Newspapers<br />According to a recent Opinion Research Corporation study comparing data from September 2008 ...
Social Media Allows Companies to …<br />Get their message heard<br />Better manage messages<br />Respond quickly, efficien...
Changing Expectations<br />Twitter<br />Most major news outlets publish stories via Twitter<br />Journalists now seek stor...
Social Media and Crisis Communications<br />
Silence isn’t Golden<br />Online conversations through social media outlets are taking place with or without us.<br />Igno...
Traditional Media is no Longer Enough<br />California Wildfires 2007<br />Of 307 people surveyed affected by the fires…<br...
A significant majority (76 percent) consulted information portals and Web sites.
Just like you wouldn’t ignore TV, radio or print; online communication needs to be the fourth table leg in any communicati...
Control
Hierarchy
News reporters
Spin </li></ul>and more about …<br /><ul><li>Two-way communication
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Social Media: Changing How We Communicate

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A workshop presentation for National Grid providing an overview of social media and its uses for media relations and crisis communication. Focus is on utility industry.

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Social Media: Changing How We Communicate

  1. 1. Social Media: Changing How We Communicate<br />Your host: Trish Freshwater, APR<br />
  2. 2. Agenda<br /><ul><li>Introduction/Overview of Social Media
  3. 3. Utilities Blazing the Path
  4. 4. Case Study: South Carolina Electric & Gas
  5. 5. Social Media = Media Relations
  6. 6. Social Media and Crisis Communication
  7. 7. In-depth: Twitter
  8. 8. Best Practices, Legal Concerns</li></li></ul><li>
  9. 9. What is Social Media?<br />Relationship Building<br />Conversations<br />Unscripted<br />Multimedia<br />
  10. 10. Social Media Landscape<br />
  11. 11. Social Media Expectations<br />Instantaneous<br />Community<br />Transparency<br />Listen<br />Participatory<br />Monitor<br />Want it now<br />I’m a part of something<br />You’re not hiding<br />Someone heard me<br />Join in/have fun<br />Find the talkers<br />
  12. 12.
  13. 13. A closer look at the Conversation Prism<br />
  14. 14. Social Web – Reputation Management Cycles<br />
  15. 15. Utilities Blazing the Path<br />
  16. 16. Twitter is getting crowded …<br />Alabama Power / AlabamaPowerAmeren Illinois / IllinoisOutageAmeren Illinois / ActOnEnergyATCO Gas / ATCOGasAustin Energy / austinenergyAvista Utilities / Dan_At_AvistaAvista Utilities / AvistaCaresBasin Electric / Basin_ElectricCalifornia PUC / californiapucDirect Energy Texas / DirectEnergyTXDuke Energy / DukeEnergyStormENERGY STAR / ENERGY_STARFirst Choice Power / firstchoicepwrFlorida Power & Light / InsideFPLFlorida Power & Light / FlPowerAndLightFlorida Power & Light / fplgroupGeorgia Power / GeorgiaPowerGexa / GexaGexa Energy / GexaEnergyLee Wind Energy / LeeWindEnergyMidwest ENERGY Assoc / MEAenergyMemphis Gas, Light and Water / MLGWNational Grid / national_gridNashville Electric / NESpowerNebraska Public Power District/ itsyourpowerNV Energy/ NVEnergyOklahoma Wind Energy / OKisWindEnergyPNM / PNMtalkProgress Energy / progressenergyProgress Energy / EnergyAdvisorsPSNH / psnhSantee Cooper / santeecooper<br />SCE&G / SCEGNewsSouthern Company / SouthernCompanyTacoma Water / TacomaWaterThe Gas Company / TheGasCompanyTri-State G&T /tristategtTXU Energy / TXUEnergyWatertown Utilities / watertownmuWe Energies / we_energies<br />
  17. 17. YouTube’s Show and Tell<br /><ul><li>Duke Energy Media Center
  18. 18. Florida Power & Light
  19. 19. Luminant Power
  20. 20. Progress Energy
  21. 21. PSNH
  22. 22. Southern Company
  23. 23. SCE&G
  24. 24. National Grid Polar Bears
  25. 25. National Grid crew repairing power lines
  26. 26. National Grid corporate sponsor of Volunteers’ Week </li></li></ul><li>Flickr – A picture is worth 1,000 words<br />
  27. 27. Exelon’s Benchmarking Study<br />June and July 2009<br />17-questions about attitudes toward and the use of Social Media<br />30 utilities participated:<br />• Ameren<br />• American Electric Power<br />• Central Vermont PS<br />• Colorado Springs Utilities<br />• ComEd<br />• ConEd<br />• Constellation Energy<br />• Dominion<br />• DTE Energy<br />• Duke Energy<br />• Energy Future Holdings<br />• Entergy<br />• Florida Power & Light<br />• Integrys<br />• Kansas City P&L<br />• NIPSCO<br />• PG&E (delivery)<br />• PG&E (generation)<br />• PacifiCorp<br />• Progress Energy<br />• PECO<br />• PS New Hampshire<br />• Puget Sound Energy<br />• SCANA<br />• Southern California Edison<br />• Southern Company<br />• TVA<br />• WE Energies<br />• Xcel Energy<br />• “Company X” (anonymity preferred)<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35. Case Study:South Carolina Electric & Gas<br />
  36. 36. SCE&G’s Social Media Goals<br />Media Relations<br />Customer Service<br />Branding<br />Build two-way communication,engage customers<br />
  37. 37. SCE&G’s Social Media Channels<br />Energy Wise Blog<br />YouTube<br />Twitter<br />“Limited” Newspaper Commentary<br />
  38. 38. Energy Wise blog<br />Blogging provides …<br />Narrowly defined presence<br />Forum to interact with customers<br />Interconnection with other channels, i.e. Twitter, blogs, web sites<br />Supports the brand campaign<br />http://sceg-energywise.blogspot.com/<br />
  39. 39. Building the Blog Brand Through Advertising<br />
  40. 40. 2009 SCE&G Blog/Advertorial Calendar<br />Last Update: June 4, 2009<br />
  41. 41. 2009 SCE&G Newspaper Column Questions<br />Advertorials directly tie-in with what we are doing in the blog<br />
  42. 42. Blogging invites Conversation<br />Frustrated customer:<br />Our Response:<br />
  43. 43. YouTube Channel<br /><ul><li> Can have links from blog to company videos
  44. 44. Post videos we already produce, i.e. Eye On SCANA segments
  45. 45. Comments sectiondisabled for now</li></ul>Benefits:<br /> Helps offload bandwidth from our site<br /> Improves SEO<br /> Improves viewership<br /> Eighty percent of Fortune 500 businesses are using it in some form<br />
  46. 46. Twitter – Customers/Media are Talking<br />
  47. 47. Twitter – SCE&G Quietly Talks Back<br />Eyebee replied back: @sallengI hear you, but can&apos;t help compare to when I lived in Europe, and lines in towns were all underground. Had 2outage in 15 years. It was his last rant about us for several days.<br />
  48. 48. Twitter – SCEGNews<br />
  49. 49. Newspaper Commentary<br />
  50. 50. Future Efforts<br />Formal Newspaper Commentary<br />Flickr<br />Facebook<br />LinkedIn<br />
  51. 51. Social Media = Media Relations<br />
  52. 52. Online Trumps Newspapers<br />According to a recent Opinion Research Corporation study comparing data from September 2008 vs. September 2009:<br />Daily newspaper usage dropped 4.1 percent to 19.4 percent, while television news dropped 3.6 percent to 31.1 percent<br />Online news usage increased 1.9 percent to 14.6 percent, and radio increased 2.9 percent to 19.4 percent<br />Adults ages 18-34 get more news from online sources, at 22.2 percent.<br />
  53. 53. Social Media Allows Companies to …<br />Get their message heard<br />Better manage messages<br />Respond quickly, efficiently<br />Communicate effectively with plain English<br />Be influential<br />
  54. 54. Changing Expectations<br />Twitter<br />Most major news outlets publish stories via Twitter<br />Journalists now seek story ideas and corporate contacts through Twitter<br />Blogs, Flickr, YouTube<br />Tell your story, your way<br />Use multimedia, be interactive<br />
  55. 55.
  56. 56.
  57. 57. Social Media and Crisis Communications<br />
  58. 58. Silence isn’t Golden<br />Online conversations through social media outlets are taking place with or without us.<br />Ignoring social media <br />Eliminates you from the conversation <br />Removes your company from the radar screens of your customers<br />Joining the conversation<br />Decreases the demand from the media<br />Allows you to manage communications remotely<br />Gives you influence on the message<br />Direct connection to the public<br />No media filter<br />Quick implementation<br />
  59. 59. Traditional Media is no Longer Enough<br />California Wildfires 2007<br />Of 307 people surveyed affected by the fires…<br /><ul><li>A majority (54 percent) indicated they used mobile phones to contact friends or family to get tactical information about the fires (road closures and fire line status)
  60. 60. A significant majority (76 percent) consulted information portals and Web sites.
  61. 61. Just like you wouldn’t ignore TV, radio or print; online communication needs to be the fourth table leg in any communication plan.</li></li></ul><li>Social Media puts the “public” back in PR<br />Social Media is less about …<br /><ul><li>One-way communication
  62. 62. Control
  63. 63. Hierarchy
  64. 64. News reporters
  65. 65. Spin </li></ul>and more about …<br /><ul><li>Two-way communication
  66. 66. Influence
  67. 67. “Findability”
  68. 68. Community
  69. 69. Authenticity</li></li></ul><li>Managing Your Message<br />
  70. 70. Case Study – PSNH 2008 Ice Storm<br />YouTube<br />PSNH created a series of videos to showcase the work being done by crews to restore power after one of the worst ice storms in their territory.<br />Click the imageto view the video.<br />
  71. 71. Case Study – PSNH 2008 Ice Storm<br />Flickr<br />PSNH also posted online photo albums to show the scope of the storm damage and its crews working to restore service. <br />
  72. 72. Case Study – FP&L Hurricane Preparations<br />Blog<br />FPL created an online Storm Center based on a new corporate blog that highlights various educational posts. So far, posts have been centered on general storm safety and hurricane preparation topics.<br />
  73. 73. Case Study – FP&L Hurricane Preparations<br />Twitter<br />FPL also created a Twitter account to accompany its Storm Center. Here, the company references new posts to its blog and provides real-time storm information.<br />
  74. 74. In-Depth:Twitter<br />
  75. 75. Twitter Basics<br />Older users than Facebook, primarily people 30s-50s; more professional audience.<br />Primarily a tool for news and cutting edge information.<br />Twitter allow us to communicate in almost real time with reporters and customers. We can provide accurate information on gas leaks, outage updates (refer them to our Web site) and other events.<br />Limited to 140 characters per message, or Tweet.<br />RT = ReTweet<br />DM = Direct Message<br />@ Reply = Username Mention<br />
  76. 76. Twitter and Hashtags<br />Convenient way to “bookmark” tweets<br />Directory: www.hashtags.org<br />Industry Examples:<br />#energy<br />#energytip<br />#electricity<br />#GreenEnergy<br />#RenewableEnergy<br />#solar<br />#utility<br />#utilities<br />#utility-expert<br />
  77. 77. What are they saying about YOU?<br />
  78. 78. National Grid “News” via Twitter<br />
  79. 79. A Missed Opportunity?<br />
  80. 80. Best PracticesandLegal Concerns<br />
  81. 81. Be Polite<br />Acknowledge new followers<br />Choose quality over quantity<br />Be helpful<br />Don’t spam<br />Say Thank You<br />
  82. 82. Be Human<br />
  83. 83. Pick Your Battles<br />Should we respond or let it go?<br />Anything regarding your company that may be inaccurate or misleading. <br />Is it gaining traction or is it being overlooked?<br />Anything where a customer needs help. <br />Some complaints, not rants, i.e. SCE&G are all thieves, etc. Let ‘em rant, we’re not going to change their minds anyway. <br />We should be proactive during a situation that demands it, i.e. storm outages, nuke emergency, some other major incident where we’re in the news.<br />
  84. 84. Working with the Lawyers<br />Take time to educate your legal team about social media and its benefits.<br />Start your journey into social media with a conservative approach, benchmarking successes.<br />Be aware of Regulatory Agency concerns.<br />Integrate the legal team into your social media team.<br />Always alert your legal staff if a Tweet, newspaper comment, blog post or other message that raises a red flag.<br />
  85. 85. Get Involved!<br />
  86. 86. Where to find me …<br />Trish Freshwater, APRtrish@trishfreshwater.com <br />Phone: 315-944-0014Fax: 1-866-254-3283<br />www.trishfreshwater.com<br />http://socialutilities.ning.com <br />

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