Can Social Media make Utilities sexy again?
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Transcript of Can Social Media make Utilities sexy again?
Tom Ra'ery, Principal Analyst RedMonk
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Can Social make utilities sexy again?
• Principal analyst, RedMonk
• GreenMonk.net
• twitter.com/tomraftery
• +34 677 695 468
• SlideShare.net/TomRaftery
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Tom Raftery
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
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What I had for breakfast?
Photo - http://www.flickr.com/photos/zanehollingsworth/3435030263/
People often belittle Social Media saying - it is full of ppl saying what they had for breakfastHow many ppl empathise?
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What I had for breakfast?
http://www.ft.com/intl/cms/s/0/bd5a5ce2-aa57-11e1-899d-00144feabdc0.html#axzz2OAlD9lav
Good article with lots of big data references in generalT-Mobile in US analysed its 33m customer data records, web logs, billing data and social media information to predict customer defections
It halved customer defections in a single quarter
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http://news.cnet.com/8301-1023_3-57566550-93/facebook-by-the-numbers-1.06-billion-monthly-active-users/
1.06 billion monthly active users (MAU) as of December 31, 2012
618 million daily active users (DAU) for December 2012
680 million mobile MAUs as of December 31
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http://www.insidefacebook.com/2013/01/30/facebooks-global-growth-in-q4-1-06b-mau-mobile-surpasses-web/
In Dec 2012 Mobile DAUs exceeded web DAUs for the first time
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http://hide.dyndns.info/tweetcounter/index-en.cgi
Increasing tweets per day over the last year
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Analytics
http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/
There's no such thing as information overload - only filter failure.
Clay Shirky, Prof NYU, Fellow at the Berkman Center for Internet and Society
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So what?
What are the use cases?
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Customer Service
https://twitter.com/MyBGE/status/264406364514828290
Gives ppl ETR’s via TwitterNot new, was doing this last yr in response to Irene as well
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Customer Service
https://www.facebook.com/myBGE
>10,600 likes - also v interactive
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Customer Service
http://www.flickr.com/photos/mybge/8159451822/
Over 300 photos tagged “Hurricane Sandy”
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Customer Service
http://www.youtube.com/BALTIMOREGASELECTRIC
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Customer Service
http://www.linkedin.com/company/5115?trk=null
Pull their SM resources together nicely here
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Brand Management
http://www.youtube.com/watch?v=owGykVbfgUE
This ad alone has had 43m views
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Ausgrid
Video http://www.youtube.com/watch?v=iXogX1WBcZA
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Video http://www.youtube.com/watch?v=iXogX1WBcZA
Ausgrid
Has had well over 20,000 views!
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Greying workforce
Photo credit http://www.flickr.com/photos/goflorp/3865042877/
Recruitment issues 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
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Boring
Photo credit http://www.flickr.com/photos/vmcamposjr/3630714365/
Perception of Utility companies
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Recruitment
Photo http://www.flickr.com/photos/legofenris/4003590489/
Brand and aging workforce issues have follow-on consequences for recruitment/retention
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Retention
Photo http://www.flickr.com/photos/stephanridgway/4110712532/
David Legge - Fortis BC - guy walking out of interview
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Retention
Twitter as news/info gathering medium
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Retention
http://www.flickr.com/photos/traftery/5467650475/
For millennial’s - blocking SM is like putting a rotary dial phone on their desk with a lock on the dial
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Retention
http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/
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
Don’t take my word for it
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Collaboration
Photo http://www.flickr.com/photos/dabhaid/314923760/
Social media can be powerful way to share info within orgsAnd stop co losing info when ppl leave
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Collaboration
IBM internal blogsTag clouds - recommendations, similar blogsIBM has 20k internal blogs - running blog program 9 yrs
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Collaboration
http://www.successfactors.com/business-execution-software/jam/jamoverview/
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Collaboration
https://docs.google.com/
2 ppl working on a spreadsheet remotelyIn a browserAnd chatting
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Energy Management
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Energy Management
What-if Energy apps had:
•Ability to share to Facebook, Twitter, Google+, etc
•Leaderboards?
•Achievement badges?
•Targets and scores?
With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
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Gatorade
http://www.youtube.com/watch?v=InrOvEE2v38
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Dell
http://readwrite.com/2011/07/21/how-dell-really-listens-to-its
Dell has 70 employees, processing 25,000 social media events in 11 languagesBased on Radian6
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Utilities
http://greenmonk.net/2012/11/01/sustainability-social-media-and-big-data/
GE’s Grid IQ Insight can mine social media for mentions of outagesGives early notifications of an outage in an areaIf geotagged and/or includes images/video can confirm cause of outage and speed up time to resolution
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Utilities
http://greenmonk.net/2012/11/01/sustainability-social-media-and-big-data/
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Conclusion
and your org can be the sexy utility on the block.
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As well as business advantages, social can make utilities sexy once more!
Conclusion
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Tom Raftery - RedMonk
Steven Pratt - CenterPoint Energy
Martijn van Glabbeek - Alliander
James McClelland - SAP
Panel
Thanks!Contact information:
Tom RafteryPrincipal Analyst, Energy & Sustainability, RedMonk
[email protected], GreenMonk.net,
Twitter.com/tomraftery+34 677 695 468
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