The document outlines digital strategies for utility companies to engage residential customers. It recommends defining the problem being solved, establishing thought leadership by freely sharing valuable content, connecting with customers by building relationships with people, optimizing the customer experience by making it easy to do business, and measuring key metrics like attribution, lead generation, revenue, and profit. Capturing customers' attention is challenging due to short attention spans, and social media is best used to facilitate conversations rather than one-click purchases. Establishing trust is important, as most consumers will not engage with a brand until trust has been built.

1. WGLEnergy.com
CHALLENGES AND REWARDS OF CUSTOMER
ENGAGEMENT IN A DIGITAL WORLD
STEAL THESE IDEAS:
DIGITAL STRATEGIES
FOR REACHING
RESIDENTIAL
CUSTOMERS
DUANE BAILEY | 2017

2. WGLEnergy.com#REM2017
ICEBREAKER ACTIVITY
2
Type: https://kahoot.it in your browser or download the app
on your mobile device

3. WGLEnergy.com#REM2017
CAPTURING MINDSHARE IS A TOP CHALLENGE
3
The average attention span has fallen to 8 seconds.

4. WGLEnergy.com#REM2017
HOW WE USE SOCIAL IS ANOTHER
4
Social channels were built to facilitate two-way
conversations, not single-click purchases.

5. WGLEnergy.com#REM2017 5
STEAL THESE IDEAS TO REACH & ENGAGE
RESIDENTIAL CONSUMERS
▶ Define the problem you are trying to solve.
▶ Establish your brand as a thought leader.
▶ Measure results.
▶ Connect with your audience.
▶ Optimize your customer experience
throughout the value chain.

6. WGLEnergy.com#REM2017 6
DEFINE THE PROBLEM
What business are you in?

7. WGLEnergy.com#REM2017 7
ESTABLISH THOUGHT LEADERSHIP
Share freely &
provide value.

8. WGLEnergy.com#REM2017 8
CONNECT WITH YOUR AUDIENCE
Create relationships
with people.

9. WGLEnergy.com#REM2017 9
OPTIMIZE CUSTOMER EXPERIENCE
Make it easy for people to do
business with you.

10. WGLEnergy.com#REM2017
MEASURE RESULTS
10
FOCUS ON METRICS
THAT MATTER:
▶ Attribution
(Single- vs. Multi-touch)
▶ Lead generation
(Quality vs. Quantity)
▶ Revenue
▶ Profit

11. WGLEnergy.com#REM2017
THE REWARDS OF ENGAGEMENT
11
15% use social media in choosing utility services.
84% will not engage with a brand until trust has been
established.
TRUST AND INFLUENCE AMONG CONSUMERS

12. WGLEnergy.com
WE ARE
WE ARE
DUANE BAILEY
Marketing Manager, WGL Energy
@wglenergy | @duanebailey