Can social make utilities sexy again?

1. Can Social make utilities sexy again? Tom Raery, Principal Analyst RedMonk 1Big ask, I knowChris ChenI 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 2Bullet 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/ 3This is SlideShare - where you can view or d/l this deck

4. Show of hands Photo http://www.flickr.com/photos/warmestregards/2789694551/ 4How 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 5Some of the social media sites

6. Social Media Photo http://www.flickr.com/photos/7933170@N03/1098813767/ 6Social media fundamentally changed the web - now a two-way medium

7. What I had for breakfast? Photo - http://www.flickr.com/photos/zanehollingsworth/3435030263/ 7People often belittle Social Media saying - it is full of ppl saying what they had for breakfastHow many ppl empathise?

8. What I had for breakfast? Video http://www.youtube.com/watch?v=fpMZbT1tx2o 8This video is 1.5 yrs old - the numbers in it are well out of date - most signiﬁcantly higher now

9. Utilities, Social Media, & APJ 9Had a look around this region & found some great examples of SM use by utilitiesquick selection...

10. APJ Utilities Social Media https://twitter.com/powerwatercorp 10Australian utility - provides electricity, water and sewerage services to the Northern Territory of AustraliaFaced issues with perception - were butt of many jokes - even in parliamentRolled out social media, now 180 turnaround in reputation

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

12. APJ Utilities Social Media https://www.facebook.com/PUBsg 12Water utility3412 likesZero interaction though

13. APJ Utilities Social Media https://twitter.com/OfficialTEPCO 13> 262k followers 1 of 3 accountsNo interaction - all broadcastBut tells ppl of availability of electricity so big followership

14. APJ Utilities Social Media https://twitter.com/iamkepco 14Kepco - Korean utilityTwitter & Facebook pagesseems 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 15They do converse though, unlike many others

16. APJ Utilities Social Media https://twitter.com/PowershopPromos 16One of their two Twitter accounts1305 followers - electrical promotions for customers

17. APJ Utilities Social Media https://twitter.com/ausgrid 172550 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 19Has had nearly 20,000 views!

20. Challenges utilities are facing... 20

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

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

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

24. Exacerbated by Photo http://www.flickr.com/photos/gagilas/3501432476/ 24Recruitment issues all the more urgent becauseIn 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/1U.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 yearsAnd aging infrastructure

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

26. Increasing demands Photo http://www.flickr.com/photos/jeremybrooks/2473047860/ 26Also 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 28Deepwater 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 292191 RTs!

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

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

32. OTOH 32

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

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

35. Brand Management http://www.youtube.com/watch?v=owGykVbfgUE 35185 videos in 24 hoursResponded in realtime to questions posed to #OldSpiceOld spice sales up 100% in month that followedStill 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 40Seems to be genuinely Murdoch tweeting

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

42. Customer Service https://twitter.com/rupertmurdoch/status/261178665386270720 42Obviously 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 45Gives ppl ETR’s via TwitterNot 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/ 47Over 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 49Pull 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/ 50Call centres swamped120 people in shifts for 7 days on FB & TwitterNow 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 ServiceFor the 27 airlines in the Star Alliance, nearly one-third ofcustomer 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 53Early 2000’s SAP had 170,000 customers - support needs, esp for new products were becoming unmanageable

54. Customer ServiceTo make it work... would be 90% us and 10% them atﬁrst. But we knew if we did that, it would eventually be10% us and 90% them. Mark Finnern, Chief Community Evangelist, SAP SCN 54

55. Customer Service http://scn.sap.com/welcome 55More than 100,000 joined in ﬁrst 2 yrsNow over 2.5m usersSAP: 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/ 57David Legge - Fortis BC - guy walking out of interview

58. Retention 58Twitter as news/info gathering medium

59. Retention http://www.flickr.com/photos/traftery/5467650475/ 59For 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/ 60Don’t take my word for it

61. Collaboration 61

62. Collaboration Photo http://www.flickr.com/photos/dabhaid/314923760/ 62Social media can be powerful way to share info within orgsAnd stop co losing info when ppl leave

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

64. Collaboration 64IBM 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 66Cloud-based SharePoint alternative

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

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

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

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

71. Collaboration https://docs.google.com/ 712 ppl working on a spreadsheet remotelyIn a browserAnd chatting

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

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

74. Big Data! http://gigaom.com/data/facebook-is-collecting-your-data-500-terabytes-a-day/ 742.5 billion content items per day!More interesting stats on the page - was getting too bulletpointy,

75. AnalyticsTheres no such thing as information overload - only ﬁlterfailure. 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 76Gatorade’s Social Media command centre - Mission Control

77. Analytics http://readwrite.com/2011/07/21/how-dell-really-listens-to-its 7770 employees monitoring and dealing with social media11 languages25,000 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 78Dell contributed funding and tech for this

79. Analytics http://www.guardian.co.uk/global-development/2012/jan/12/haiti-twitter-tracked-cholera-outbreak 79Twitter is faster than, and as accurate as, the official records at detecting the start and early progress of the epidemicAmerican Journal of Tropical Medicine

80. Analytics http://phys.org/news/2012-10-social-media-auto-vehicle-defects.html 80researchers at Virginia Tech developed system that provides auto manufacturers an efficient way to discover andclassify vehicle defectscan be used to discover vehicle defects from social media posts across multiple car brands

81. Analytics 81GE - Grid IQ Insight

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

83. Analytics 83GE - Grid IQ InsightIf 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 86Minimum Emission Region - MeRegio - Baden-WürttembergResearch project involving SAP Research & 5 partners

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

88. Energy Management SAP Smart Meter Analytics 88SAP Smart Meter AnalyticsCentrica demo at Sapphire - largest SAP customer! - 18m residential customers! - 1m businessGoing from 75 million meter reads per annum to 120 billion meter reads a year

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

90. Energy Management http://foursquare.com 90Gamification - 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? 92With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged

93. Conclusion 93

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

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

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

97. Thanks! Contact information: Tom RafteryPrincipal Analyst, Energy & Sustainability, RedMonk Tom@redmonk.com, GreenMonk.net, Twitter.com/tomraftery +34 677 695 468 97