The document discusses the growth of social media engagement in utilities, with customer interactions with utilities via social media expected to grow from 57 million in 2011 to 624 million in 2017. It notes that social media allows utilities to engage large networks through individual interactions. The key benefits of social media for utilities include community engagement during events or crises, and promoting campaigns around energy efficiency, distributed generation, and customer education. Successful social media engagement requires pillars like publishing, governance, workflow control, content planning, moderation, and analytics.

1. Social Engagement and the
Utility Sector
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2. The Growth of Social Engagement in
Utilities and Energy
• Customer engagement with
utilities via social media is
expected to grow from 57M
people in 2011 to 624M people
in 2017.
• Current statistics show 11% of
people interacted with their
utility (power, gas or water)
via social media in 2011.
• For each person who interacts
via social media 1-1 includes
that persons 200 friends
• 1 to 1 to many is the true
power of social media
• Top reasons for interaction
1. Billing Issue
2. Programs
3. Service
*Pike Research Social Media in Utilities
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3. Why Is Social Media A Big Deal?
• 850 Million active users
• Each user has an average of 130 friends
• Available in 70 languages
• Average user connected to 80 community pages, groups and events
• 350 Million users currently access through their mobile devices
• 100 Million active users
• 50% of users log on every day
• 250 Million tweets per day
• 40% access Twitter via mobile devices
• 800 Million unique users visit YouTube monthly
• Over 3 Billion videos are viewed a day
• YouTube is localized in 25 countries across 43 languages
• YouTube mobile gets 400 Million views a day
• 100 Million take a social action (like, share, etc.) every week
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4. So What?
Community
• Events
• Sponsorship
• News
Crisis Campaign
• Outages • Energy Efficiency
• Storms • Distributed Gen
• Dangerous Areas • AMI
• Communication • Customer Education
Your social engagement will always start in one of three
areas.
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5. The Pillars of Social Success
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6. Social Communication as
Hub and Spoke
Move from fragmentation and decentralization to
coordinated, controlled and aligned with your approved
messages.
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7. The Key to Making Social Work
Publishing
• Schedule messages to calendar
with one click to thousands
of Facebook Pages, Twitter, and
YouTube
• Assign tags to messages for
specific tracking of posts
• Dynamic linking allows a multi-
page post to link to unique URL
per page
• Real Time Preview of Facebook
and Twitter posts at actual size
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8. The Key to Making Social Work
Governance
• User roles are personalized for specific
permissions and access
• Each user has an unique ID for activity
tracking and HR compliance
• Set user restriction for publishing and
moderation
• Monitoring of all employee
conversations (included deleted)
• Email alerts for customer complaints,
curse, SPAM ,etc. by page and profile
• Require employee photo/video
uploads to be approved
• Assign custom alerts to any person or
level in the company
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9. The Key to Making Social Work
Workflow Control
• Multi-user access with personalized
home screen based on user role
• Drag and drop home screen design by
user role for simple navigation
• Single platform to gather, stage and
share content between agency and
brand
• Task management system to assign
work, seek content approval and route
messages
• User inbox/outbox for task
management of content and
moderation
• Assign user roles for drafting, editing,
approval, and scheduling
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10. The Key to Making Social Work
Content Planning
• Centralized library allows collaboration
eliminates email
• Calendar view with drag/drop scheduling
with hover preview
• Assign tasks to a draft for multi-step
editing and approval in bulk
• Internal notes feature captures revision
history for drafting and approving
• Private image and YouTube video gallery
for storing and sharing multi-media
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11. The Key to Making Social Work
Moderation
• Filter thousands of messages for identification,
categorization and response
• Comment with context by viewing fan profile and
message history
• Assign messages as tasks across your team for
escalation and handling
• Create keyword sentiment alerts based on fan
posts/comments
• Moderate messages in up to 48 languages
• Remove SPAM from all of your pages with a single
click
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12. The Key to Making Social Work
Social Analytics
• The most comprehensive Facebook
metrics available for your company
and tracking your competitors
• Over 20 pre-calculated metrics for
reach and engagement
• Real time analytics (updated every
10 minutes)
• Code messages to classify
sentiment and filter for
comparison
• Create custom dashboards with
filter pre-sets tailored to user role
• Multiple display (grid/graph) with
CSV and PDF export options
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13. Social Engagement Lifecycle
Discovery & Implementation Engagement Efficiency
Planning & Content & Validation & Metrics
Define goals Implement Publish, Establish
platform engage, metrics for all
Assign a team
moderate points in
Define content
Establish social
themes and Adjust themes
governance engagement
creative and creative
including FB, based on Report and
Twitter, Etc. success measure all
interactions
Establish Utilize
publishing analytics and Compare and
calendar reports to adjust as
optimize necessary
social ads and
Focus on
content
moving
community
members from
engaged to
advocates
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14. • An example of actual an
actual campaign calendar
built out for a utility’s solar
PV campaign.
• Planning ahead using
Facebook and Twitter
messages and seeing them
as they would appear in the
social media medium.
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15. Best Practices
Who’s saying what and what works?
The ability to monitor the best users of Social Media makes everyone stronger.
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16. Service Audits
Do you reply?
How long does it
take?
The numbers don’t lie – how effective is your communication
strategy using this powerful channel?
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