Moving Beyond Traditional Media to Change Behaviors


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Kim Burke, Associate Director at E Source, presented at the 2012 BECC conference on how utilities can evolve from traditional marketing to meeting customers in innovative ways to change behavior. Her slides provide some of the best new approaches we've seen from utilities to engage customers in energy conservation and awareness. Learn more about Kim Burke and the thought leadership that she provides for utility marketers:

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Moving Beyond Traditional Media to Change Behaviors

  1. 1. Moving Beyond Traditional Media to Change Behaviors Kim Burke BECC Wednesday, November 14, 2012
  2. 2. Electricity is invisible. We all rely on it but unfortunately most of us take it for granted. We only really think about itwhen we get our bill or if the power goes out as unfortunately millions of people on the east coast experienced acouple of weeks ago during Hurricane Sandy. And until recently, most of us could never see how much we wereusing in real time.
  3. 3. Smart meters are changing the way that customerssee their energy use. Utilities have an importantrole to play in getting energy-use data in the handsof their customers. They are uniquely positioned tohelp customers understand how they use energyand how to use it more wisely. Simply providingcustomers with ways to access their real-timeenergy consumption data is not enough. Tellingpeople how many kWh they used isnt thatvaluable. We need to provide feedback that tellspeople how they are doing in a language they canunderstand and that makes it tangible. Courtesy: practicalowl
  4. 4. One way to get people to actuallyact on the information you’reproviding them and to motivate themto change their behaviors, is tocombine feedback with social norms.Norms provide guidance to what aresocially acceptable behaviors.Utilities and other companiesare using messaging around socialnorms to help drive behaviorchange. We’ve learned what apowerful effect that telling peoplewhat their neighbors are doing orcomparing them to a peer group canhave on behavior. Although peoplewon’t consciously admit it, normativemessaging can be a strongerincentive to motivate people to saveenergy than the opportunity to savemoney or to help the environment. Courtesy:
  5. 5. Behavioral Program Components Information Motivational Marketing & provided approaches outreach Energy saving tips Social norms Targeting Pledges / Prompts commitment Media Contests Energy Social networks / consumption Word-of-mouth Games Comparison to Opt-in / Opt-out peer group Rewards Alerts Community Canvassing achievement © E Source5 || © 2012 E Source
  6. 6. Will tracking energy use ever become as addicting as your morning cup of coffee or checking outwhat your friends on Facebook are doing? Perhaps not. But a few utilities are making the bet thatengaging with customers through social networks and using normative messaging is a smart way toget their attention in places where they are already spending so much of their time.
  7. 7. PG&E Winter Gas Savings Tracker Courtesy: PG&E
  8. 8. PG&E Winter Gas Savings Tracker Courtesy: PG&E
  9. 9. Greater engagement = greater savings Average therms saved 25 20.5 20 17.7 16.0 15 Therms 12.2 11.0 10 5 0 Control Only 1 Login 2 Logins 3 Logins 4 or more Logins © E Source [data from PG&E]9 || © 2012 E Source
  10. 10. San Diego Biggest Energy Saver Courtesy: SDG&E
  11. 11. Reduce Your Use and the San Diego Energy Challenge Courtesy: SDG&E
  12. 12. Mommy BloggersCourtesy: Mamarazzi Courtesy: EcoCrazy Mom
  13. 13. ComEd Online Games Courtesy: ComEd
  14. 14. Courtesy: Oncor
  15. 15. where do we go from here?15 || © 2012 E Source
  16. 16. Manage expectations Courtesy: Dilbert by Scott Adams16 || © 2012 E Source
  17. 17. Go where your customers are17 || © 2012 E Source
  18. 18. Be creative, have fun! Courtesy: Ernst Moeksis via Flickr18 || © 2012 E Source
  19. 19. For More Information Kim Burke Associate Director, Research, E Source 303-345-9114 kim_burke@esource.com19 || © 2012 E Source