Can social make utilities sexy again?

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. 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. SlideShare http://www.slideshare.net/TomRaftery/ 3 This is SlideShare - where you can view or d/l this deck

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. Social Media 5 Some of the social media sites

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. 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. 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 Video http://www.youtube.com/watch?v=fpMZbT1tx2o 8 This video is 1.5 yrs old - the numbers in it are well out of date - most signiﬁcantly higher now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. Utilities, Social Media, & APJ 9 Had a look around this region & found some great examples of SM use by utilities quick selection...

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. APJ Utilities Social Media http://www.powerwater.com.au 11 Pull tweets onto home page Also have Flickr & Youtube accounts

12. APJ Utilities Social Media https://www.facebook.com/PUBsg 12 Water utility 3412 likes Zero interaction though

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. 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. APJ Utilities Social Media https://twitter.com/iamkepco/status/266090034871013376 15 They do converse though, unlike many others

16. APJ Utilities Social Media https://twitter.com/PowershopPromos 16 One of their two Twitter accounts 1305 followers - electrical promotions for customers

17. APJ Utilities Social Media https://twitter.com/ausgrid 17 2550 followers - but better yet is their video... !

18. APJ Utilities Social Media Video http://www.youtube.com/watch?v=iXogX1WBcZA 18

19. APJ Utilities Social Media Video http://www.youtube.com/watch?v=iXogX1WBcZA 19 Has had nearly 20,000 views!

20. Challenges utilities are facing... 20

21. Brand and image Photo http://www.ﬂickr.com/photos/smoy/3963201475/ 21 Brand and reputation issues - utilities not trusted

22. Brand and image Photo http://www.flickr.com/photos/photofarmer/3303387519/ 22 Utilities perceived as boring - doesn’t help recruitment/retention

23. Recruitment Photo http://www.ﬂickr.com/photos/legofenris/4003590489/ 23 Brand and aging workforce issues have follow-on consequences for recruitment/retention

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. Increasing demands Images http://www.paulchefurka.ca/EnergyGap.html 25 Increasing demand for energy at a time of dwindling supply

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. So how can social media help? 27

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. Brand Management https://twitter.com/BPGlobalPR/status/15504031663 29 2191 RTs!

30. Brand Management https://twitter.com/bpglobalpr 30

31. Brand Management https://twitter.com/BP_America 31 Current BP account - still not learned lesson - all broadcast

32. OTOH 32

33. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 33 Old Spice

34. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 34 This ad alone has had 43m views

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. Customer Service 36

37. Customer Service https://twitter.com/esbarr_ 37

38. Customer Service https://twitter.com/esbarr_/status/261075213196865536 38

39. Customer Service https://twitter.com/rupertmurdoch/status/261118254657966080 39

40. Customer Service https://twitter.com/rupertmurdoch 40 Seems to be genuinely Murdoch tweeting

41. Customer Service https://twitter.com/esbarr_/status/261126984225153024 41

42. Customer Service https://twitter.com/rupertmurdoch/status/261178665386270720 42 Obviously this doesn’t scale but...

43. Customer Service http://www.bge.com/ 43

44. Customer Service https://twitter.com/mybge 44

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. Customer Service https://www.facebook.com/myBGE 46 >10,600 likes - also v interactive

47. Customer Service http://www.flickr.com/photos/mybge/8159451822/ 47 Over 300 photos tagged “Hurricane Sandy”

48. Customer Service http://www.youtube.com/BALTIMOREGASELECTRIC 48

49. Customer Service http://www.linkedin.com/company/5115?trk=null 49 Pull their SM resources together nicely here

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. 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. Customer Service https://twitter.com/Iberia_en/status/262979795405647872 52

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. 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. 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. Inside the ﬁrewall 56

57. Retention Photo http://www.flickr.com/photos/stephanridgway/4110712532/ 57 David Legge - Fortis BC - guy walking out of interview

58. Retention 58 Twitter as news/info gathering medium

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. 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. Collaboration 61

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. Collaboration 63 IBM internal blogs Tag clouds - recommendations, similar blogs IBM has 20k internal blogs - running blog program 9 yrs

64. Collaboration 64 IBM internal blogs - going strong for years now - internal social network - knowledge sharing - self-promotion tool

65. Collaboration https://www.chatter.com 65

66. Collaboration http://www.huddle.com 66 Cloud-based SharePoint alternative

67. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 67 SAP’s new Jam offering

68. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 68 Onboarding ability to join groups

69. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 69

70. Collaboration http://www.successfactors.com/business-execution-software/jam/jamoverview/ 70

71. Collaboration https://docs.google.com/ 71 2 ppl working on a spreadsheet remotely In a browser And chatting

72. Big Data & Analytics 72 No enterprise talk is complete without discussing big data & analytics!

73. Big data! http://www.iabuk.net/news/iab-engage-2012-morning-session-review 73 Twitter - half a billion tweets per day

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. 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. Analytics http://www.youtube.com/watch?v=InrOvEE2v38 76 Gatorade’s Social Media command centre - Mission Control

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. 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. 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. 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. Analytics 81 GE - Grid IQ Insight

82. Analytics 82 GE - Grid IQ Insight If someone posts a pic - then utility knows exactly what equipment to send in truck roll

83. Analytics 83 GE - Grid IQ Insight If someone posts a pic - then utility knows exactly what equipment to send in truck roll

84. Energy Management 84

85. Energy Management http://www.oracle.com/us/industries/utilities/turning-information-power-195649.pdf 85

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. Energy Management http://www.flickr.com/photos/collinanderson/2696845391/ 87 MTKD metric - mean time to kitchen drawer

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. Energy Management SAP Smart Meter Analytics 89 Posts to your Facebook wall

90. Energy Management http://foursquare.com 90 Gamification - behaviour change

91. Energy Management 91

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. Conclusion 93

94. Conclusion Social 94 Overlay social on issues like these...

95. Conclusion 95 and your org can be the sexy utility on the block.

96. Conclusion As well as business advantages, social can make utilities sexy once more! 96

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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