BlogWell Seattle Case Study: Itron, presented by Michelle Jung and Dawn Shrum


Published on

In their BlogWell presentation, Itron's Online Marketing Manager, Michelle Jung, and Online Marketing Analyst, Dawn Shrum, share how they developed a company-wide listening strategy.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Thank you.It is a pleasure to be here today.
  • Itron is a “big brand” within the utility industry. We provide products, solutions and services that range from the electricity, gas and water meters on your homes, to the networks that read the date, to the meter data management and billing software used by utilities. We have one goal in mind, to help manage energy and water resources to create a sustainable future for you, your children and your grandchildren.
  • Itron is a global organization who operates locally. We are headquartered just outside of Spokane, WA. We do business in 130 counties and have 80 locations worldwide, so as you can imagine we face challenges similar to other global organization with regard to social media.
  • We have a global online marketing team that falls under corporate marketing and communications. Our team is responsible for managing Itron’s brand and identity online. This includes our public website, customer portals, intranet and all social media channels. We have an IT support team who helps with the technology-side of things, and we operate under a SharePoint 2010 environment. As far as who we support, it spans over many parts of the organization. Our primary focus is on the regional marketing teams, who work with regional business lines and markets. We also work with HR, IR, Support, and many other with their online strategies and social media best practices.
  • Our “social” efforts actually started back in 2006 when our customers asked us to provide a way to network with each-other online In 09 we made several attempts at starting public facing social media with twitter and facebook, but didn’t really have proper executive level buy-in so it didn’t take off. Closer to 2010, as social media became more and more adopted, we had several employees outside of marketing start up Facebook and LinkedIn pages on behalf of Itron. This got our attention, and after several meetings and discussions we got approval to hire a person dedicated to social media. From there, things have naturally fallen into place for use. We got the executive buy-in we needed and issued a global social media policy. 2011 has been a great year for Itron as far as social media is concerned, not only in gaining a noticeable presence through Twitter and Facebook, but more importantly, starting to integrate social media-like capabilities into other online properties. For example, we just recently launched our first internal idea generation site. With that, I would like to hand it over to Dawn to talk about the importance of listening in a social media strategy.
  • Learn what you have to work with. If you are new to your organization, make sure you don’t miss the obvious.You need to do an audit internally and externally…but if you are a company veteran, don’t fool yourself- you probably need to do this too.So how do you do this?Start internally.
  • Part of your efforts need to be educational. Your colleagues need to see the value in order to support and participate.Weekly report featuring traditional and social media mentions of our brand.Many mentions on Twitter and Facebook.Started as internal marketing report and grew organically until we were ready for the big stage.It’s ok to start small…even if your report is only for yourself, its still a start.This report goes to hundreds in our organization
  • Find evangelists in your organization any way you can- and do your best to tap into their enthusiasm.Examples- HR Team at Itron. Saw need for social media, met on regular basis to train them and experiment with social media tools. Handful of hires from LinkedIn and global exposure.Flip video- Product marketing employee saw usefulness of Flip Cams and rounded up group of 75 people cross-organizationally. We created training, sharing, and storage process and committed to making effort successful.Serve to train others as needed on how to use these tools to help others do their jobs better.
  • While we were looking for evangelists and tapping into their enthusiasm, we deployed an employee survey with our social media policy to ensure we were aware of everything out there.Developed an Intranet site where employees could come for resources and link to this from all chatter reports.
  • Itron Facebook Page- Employees
  • Itron Twitter Page- People in our industry, includes analysts, publications and writers, conference attendees, and a few employees.
  • YouTube- Vehicle for sharing videos easily, and a search engine.
  • LinkedIn- Already a success story. Multiple hires and increased exposure Internationally.Example of an evolving social network. Company pages were new when I started. We paid to enhance our listing, and it has paid off.Consolidated groups.- Had to take over a group an employee had started.
  • Then an opportunity presented itself.Able to incorporate employee idea-sharing site in parallel with our re-organization efforts.Educating our colleagues and doing our homework paid off- we were able to provide internal expertise in how to pull- this off...this is all just the beginning.
  • BlogWell Seattle Case Study: Itron, presented by Michelle Jung and Dawn Shrum

    1. 1.
    2. 2. August 2011<br />Listen Before You Leap<br />Michelle Jung<br />Online Marketing Manager<br />Dawn Shrum<br />Online Marketing Analyst<br />
    3. 3. ABOUT ITRON<br />Who is itron?<br />
    4. 4. ITRON AT A GLANCE<br />8,000<br />9,500<br />80<br />CUSTOMERS<br />in 130 countries<br />EMPLOYEES<br />LOCATIONS<br />worldwide<br />900<br />$2.2b<br />2010 REVENUE<br />USD<br />SALES STAFF<br />
    5. 5. Our team<br />RegionalMarketing Teams<br />
    6. 6. Itron “Social” timeline<br />Several attempts at “public-facing” social media<br />Employees unofficially start Itron Facebook and LinkedIn pages <br />Implemented first private forum for customers<br />Global social media policy<br />2010<br />2006<br />2009<br />2011<br />New position dedicated to social media<br />Implemented first internal idea generation site<br />
    7. 7. It starts with listening<br />
    8. 8. Observe and report<br />
    9. 9. Find your evangelists<br />
    10. 10. Fish where the fish are<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16. Itron communities<br />Itron on Facebook<br />Itron on YouTube<br />Itron on Twitter<br />Itron on LinkedIn<br />
    17. 17. Our contact info: <br />Michelle Jung –<br />Dawn Shrum –<br />
    18. 18. THANK YOU<br />CORPORATE HEADQUARTERS<br />2111 N Molter Road<br />Liberty Lake, Washington 99019<br />United States<br /><br />