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Can social make utilities sexy again?

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Can social make utilities sexy again?

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The demands on Utility companies today are increasing substantially. Ageing workforces, recruitment and retention issues are at the forefront of these demands and compounding that, Utilities are increasingly looked on as being boring. On the other hand, start-ups in the social technology space are seen as innovative, customer focussed and fun organisations.

Can the lessons and technologies from these companies be used by Utilities? Smart social strategies can radically change an organisation’s image - do you want to make your Utility sexy once more?

How social can help Utilities overcome image related issues
How social mediums can alleviate some of the aging workforce, recruitment and retention difficulties
Engaging customers to reduce their energy requirements and building increased awareness of their usage
Your organisation can use social software to communicate better with customers
Social technologies can help utilities get their mojo back

The demands on Utility companies today are increasing substantially. Ageing workforces, recruitment and retention issues are at the forefront of these demands and compounding that, Utilities are increasingly looked on as being boring. On the other hand, start-ups in the social technology space are seen as innovative, customer focussed and fun organisations.

Can the lessons and technologies from these companies be used by Utilities? Smart social strategies can radically change an organisation’s image - do you want to make your Utility sexy once more?

How social can help Utilities overcome image related issues
How social mediums can alleviate some of the aging workforce, recruitment and retention difficulties
Engaging customers to reduce their energy requirements and building increased awareness of their usage
Your organisation can use social software to communicate better with customers
Social technologies can help utilities get their mojo back

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Can social make utilities sexy again?

  1. 1. Can Social make utilities sexy again? Tom  Ra'ery,  Principal  Analyst  RedMonk 1 Big ask, I know Chris Chen I think they can be
  2. 2. Tom Raftery • Principal analyst, RedMonk • GreenMonk.net • twitter.com/tomraftery • tom@redmonk.com • +34 677 695 468 • SlideShare.net/TomRaftery 2 Bullet 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. SlideShare http://www.slideshare.net/TomRaftery/ 3 This is SlideShare - where you can view or d/l this deck
  4. 4. Show of hands Photo http://www.flickr.com/photos/warmestregards/2789694551/ 4 How many of you: Read blogs? Watch online video? Have a FaceBook a/c? Have a LinkedIn a/c? Have a Twitter a/c? Consider FaceBook/YouTube/Twitter a waste of time?
  5. 5. Social Media 5 Some of the social media sites
  6. 6. Social Media Photo http://www.flickr.com/photos/7933170@N03/1098813767/ 6 Social media fundamentally changed the web - now a two-way medium
  7. 7. What I had for breakfast? Photo - http://www.flickr.com/photos/zanehollingsworth/3435030263/ 7 People often belittle Social Media saying - it is full of ppl saying what they had for breakfast How many ppl empathise?
  8. 8. What I had for breakfast? Video http://www.youtube.com/watch?v=fpMZbT1tx2o 8 This video is 1.5 yrs old - the numbers in it are well out of date - most significantly higher now
  9. 9. Utilities, Social Media, & APJ 9 Had a look around this region & found some great examples of SM use by utilities quick selection...
  10. 10. APJ Utilities Social Media https://twitter.com/powerwatercorp 10 Australian utility - provides electricity, water and sewerage services to the Northern Territory of Australia Faced issues with perception - were butt of many jokes - even in parliament Rolled out social media, now 180 turnaround in reputation
  11. 11. APJ Utilities Social Media http://www.powerwater.com.au 11 Pull tweets onto home page Also have Flickr & Youtube accounts
  12. 12. APJ Utilities Social Media https://www.facebook.com/PUBsg 12 Water utility 3412 likes Zero interaction though
  13. 13. APJ Utilities Social Media https://twitter.com/OfficialTEPCO 13 > 262k followers 1 of 3 accounts No interaction - all broadcast But tells ppl of availability of electricity so big followership
  14. 14. APJ Utilities Social Media https://twitter.com/iamkepco 14 Kepco - Korean utility Twitter & Facebook pages seems to have interaction but hard to tell given my lack of Korean (and GTranslate is no help!)
  15. 15. APJ Utilities Social Media https://twitter.com/iamkepco/status/266090034871013376 15 They do converse though, unlike many others
  16. 16. APJ Utilities Social Media https://twitter.com/PowershopPromos 16 One of their two Twitter accounts 1305 followers - electrical promotions for customers
  17. 17. APJ Utilities Social Media https://twitter.com/ausgrid 17 2550 followers - but better yet is their video... !
  18. 18. APJ Utilities Social Media Video http://www.youtube.com/watch?v=iXogX1WBcZA 18
  19. 19. APJ Utilities Social Media Video http://www.youtube.com/watch?v=iXogX1WBcZA 19 Has had nearly 20,000 views!
  20. 20. Challenges utilities are facing... 20
  21. 21. Brand and image Photo http://www.flickr.com/photos/smoy/3963201475/ 21 Brand and reputation issues - utilities not trusted
  22. 22. Brand and image Photo http://www.flickr.com/photos/photofarmer/3303387519/ 22 Utilities perceived as boring - doesn’t help recruitment/retention
  23. 23. Recruitment Photo http://www.flickr.com/photos/legofenris/4003590489/ 23 Brand and aging workforce issues have follow-on consequences for recruitment/retention
  24. 24. Exacerbated by Photo http://www.flickr.com/photos/gagilas/3501432476/ 24 Recruitment issues all the more urgent because In the U.S. energy sector, more than a third of the workforce already is over 50 years old - http://hbr.org/2008/02/managing-demographic-risk/ar/1 U.S. 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 years And aging infrastructure
  25. 25. Increasing demands Images http://www.paulchefurka.ca/EnergyGap.html 25 Increasing demand for energy at a time of dwindling supply
  26. 26. Increasing demands Photo http://www.flickr.com/photos/jeremybrooks/2473047860/ 26 Also other demands - - Customer service - Reduced environmental impact - More granular energy consumption information
  27. 27. So how can social media help? 27
  28. 28. Brand Management Photo http://en.wikipedia.org/wiki/File:Deepwater_Horizon_offshore_drilling_unit_on_fire_2010.jpg 28 Deepwater Horizon exploded April 20, 2010 - 11 men killed, 17 injured. Over next 3 months - spilled about 4.9 million barrel & still leaking today 2.5 yrs later
  29. 29. Brand Management https://twitter.com/BPGlobalPR/status/15504031663 29 2191 RTs!
  30. 30. Brand Management https://twitter.com/bpglobalpr 30
  31. 31. Brand Management https://twitter.com/BP_America 31 Current BP account - still not learned lesson - all broadcast
  32. 32. OTOH 32
  33. 33. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 33 Old Spice
  34. 34. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 34 This ad alone has had 43m views
  35. 35. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 35 185 videos in 24 hours Responded in realtime to questions posed to #OldSpice Old spice sales up 100% in month that followed Still up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/ 229080/
  36. 36. Customer Service 36
  37. 37. Customer Service https://twitter.com/esbarr_ 37
  38. 38. Customer Service https://twitter.com/esbarr_/status/261075213196865536 38
  39. 39. Customer Service https://twitter.com/rupertmurdoch/status/261118254657966080 39
  40. 40. Customer Service https://twitter.com/rupertmurdoch 40 Seems to be genuinely Murdoch tweeting
  41. 41. Customer Service https://twitter.com/esbarr_/status/261126984225153024 41
  42. 42. Customer Service https://twitter.com/rupertmurdoch/status/261178665386270720 42 Obviously this doesn’t scale but...
  43. 43. Customer Service http://www.bge.com/ 43
  44. 44. Customer Service https://twitter.com/mybge 44
  45. 45. Customer Service https://twitter.com/MyBGE/status/264406364514828290 45 Gives ppl ETR’s via Twitter Not new, was doing this last yr in response to Irene as well
  46. 46. Customer Service https://www.facebook.com/myBGE 46 >10,600 likes - also v interactive
  47. 47. Customer Service http://www.flickr.com/photos/mybge/8159451822/ 47 Over 300 photos tagged “Hurricane Sandy”
  48. 48. Customer Service http://www.youtube.com/BALTIMOREGASELECTRIC 48
  49. 49. Customer Service http://www.linkedin.com/company/5115?trk=null 49 Pull their SM resources together nicely here
  50. 50. Customer Service http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/ 50 Call centres swamped 120 people in shifts for 7 days on FB & Twitter Now has 23 strong social media dept “customer service agents in the social media dept are 75% more productive than those in call centres”
  51. 51. Customer Service For the 27 airlines in the Star Alliance, nearly one-third of customer feedback now comes from social media. Jaan Albrecht, CEO of Star Alliance Services http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/ 51
  52. 52. Customer Service https://twitter.com/Iberia_en/status/262979795405647872 52
  53. 53. Customer Service http://scn.sap.com/welcome 53 Early 2000’s SAP had 170,000 customers - support needs, esp for new products were becoming unmanageable
  54. 54. Customer Service To make it work... would be 90% us and 10% them at first. But we knew if we did that, it would eventually be 10% us and 90% them. Mark Finnern, Chief Community Evangelist, SAP SCN 54
  55. 55. Customer Service http://scn.sap.com/welcome 55 More than 100,000 joined in first 2 yrs Now over 2.5m users SAP: SCN improves customer retention, creates efficiency and drives top line growth and revenue
  56. 56. Inside the firewall 56
  57. 57. Retention Photo http://www.flickr.com/photos/stephanridgway/4110712532/ 57 David Legge - Fortis BC - guy walking out of interview
  58. 58. Retention 58 Twitter as news/info gathering medium
  59. 59. Retention http://www.flickr.com/photos/traftery/5467650475/ 59 For millennial’s - blocking SM is like putting a rotary dial phone on their desk with a lock on the dial
  60. 60. Retention Twitter is a primary source to gather information about changes in my industry. It helps the organization stay current with the latest trends and thinking. Casey Coleman, CIO of the U.S. General Services Administration http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/ 60 Don’t take my word for it
  61. 61. Collaboration 61
  62. 62. Collaboration Photo http://www.flickr.com/photos/dabhaid/314923760/ 62 Social media can be powerful way to share info within orgs And stop co losing info when ppl leave
  63. 63. Collaboration 63 IBM internal blogs Tag clouds - recommendations, similar blogs IBM has 20k internal blogs - running blog program 9 yrs
  64. 64. Collaboration 64 IBM internal blogs - going strong for years now - internal social network - knowledge sharing - self-promotion tool
  65. 65. Collaboration https://www.chatter.com 65
  66. 66. Collaboration http://www.huddle.com 66 Cloud-based SharePoint alternative
  67. 67. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 67 SAP’s new Jam offering
  68. 68. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 68 Onboarding ability to join groups
  69. 69. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 69
  70. 70. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 70
  71. 71. Collaboration https://docs.google.com/ 71 2 ppl working on a spreadsheet remotely In a browser And chatting
  72. 72. Big Data & Analytics 72 No enterprise talk is complete without discussing big data & analytics!
  73. 73. Big data! http://www.iabuk.net/news/iab-engage-2012-morning-session-review 73 Twitter - half a billion tweets per day
  74. 74. Big Data! http://gigaom.com/data/facebook-is-collecting-your-data-500-terabytes-a-day/ 74 2.5 billion content items per day! More interesting stats on the page - was getting too bulletpointy,
  75. 75. Analytics There's no such thing as information overload - only filter failure. Clay Shirky, Prof NYU, Fellow at the Berkman Center for Internet and Society http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/ 75
  76. 76. Analytics http://www.youtube.com/watch?v=InrOvEE2v38 76 Gatorade’s Social Media command centre - Mission Control
  77. 77. Analytics http://readwrite.com/2011/07/21/how-dell-really-listens-to-its 77 70 employees monitoring and dealing with social media 11 languages 25,000 social media events for the company each day
  78. 78. Analytics http://www.informationweek.com/government/information-management/inside-red-cross-social-media-command-ce/232602698 78 Dell contributed funding and tech for this
  79. 79. Analytics http://www.guardian.co.uk/global-development/2012/jan/12/haiti-twitter-tracked-cholera-outbreak 79 Twitter is faster than, and as accurate as, the official records at detecting the start and early progress of the epidemic American Journal of Tropical Medicine
  80. 80. Analytics http://phys.org/news/2012-10-social-media-auto-vehicle-defects.html 80 researchers at Virginia Tech developed system that provides auto manufacturers an efficient way to discover and classify vehicle defects can be used to discover vehicle defects from social media posts across multiple car brands
  81. 81. Analytics 81 GE - Grid IQ Insight
  82. 82. Analytics 82 GE - Grid IQ Insight If someone posts a pic - then utility knows exactly what equipment to send in truck roll
  83. 83. Analytics 83 GE - Grid IQ Insight If someone posts a pic - then utility knows exactly what equipment to send in truck roll
  84. 84. Energy Management 84
  85. 85. Energy Management http://www.oracle.com/us/industries/utilities/turning-information-power-195649.pdf 85
  86. 86. Energy Management http://www.meregio.de/en/index.php?page=index 86 Minimum Emission Region - MeRegio - Baden-Württemberg Research project involving SAP Research & 5 partners
  87. 87. Energy Management http://www.flickr.com/photos/collinanderson/2696845391/ 87 MTKD metric - mean time to kitchen drawer
  88. 88. Energy Management SAP Smart Meter Analytics 88 SAP Smart Meter Analytics Centrica demo at Sapphire - largest SAP customer ! - 18m residential customers ! - 1m business Going from 75 million meter reads per annum to 120 billion meter reads a year
  89. 89. Energy Management SAP Smart Meter Analytics 89 Posts to your Facebook wall
  90. 90. Energy Management http://foursquare.com 90 Gamification - behaviour change
  91. 91. Energy Management 91
  92. 92. Energy Management What-if Energy apps had: •Ability to share to Facebook, Twitter, Google+, etc •Leaderboards? •Achievement badges? •Targets and scores? 92 With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
  93. 93. Conclusion 93
  94. 94. Conclusion Social 94 Overlay social on issues like these...
  95. 95. Conclusion 95 and your org can be the sexy utility on the block.
  96. 96. Conclusion As well as business advantages, social can make utilities sexy once more! 96
  97. 97. Thanks! Contact information: Tom Raftery Principal Analyst, Energy & Sustainability, RedMonk Tom@redmonk.com, GreenMonk.net, Twitter.com/tomraftery +34 677 695 468 97

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