Potent Social Media strategies for Utility companies
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A collaboration of: Potent Social Media Strategies for Brand and Customer Loyalty Tom Raftery RedMonk Tuesday 20 September 11
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Utility companies are facing increasing challenges because they have an aging workforce, increasing demands on their resources, and poor customer image.Clever use of social media strategies can help utilities significantly alleviate these issues.
Transcript of Potent Social Media strategies for Utility companies
A collaboration of:
Potent Social Media Strategies for Brand and Customer Loyalty
Tom RafteryRedMonk
Tuesday 20 September 11
Tom Raftery
• Lead analyst, energy and sustainability practice, RedMonk
• GreenMonk.net
• twitter.com/tomraftery
• +34 677 695 468
• SlideShare.net/TomRaftery
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Tuesday 20 September 11
Who are you?
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Photo http://www.flickr.com/photos/warmestregards/2789694551/
Tuesday 20 September 11Work for a utility?
Co. that uses Social Media internally/externally?
FaceBook? YouTube? Twitter?
Block them?
Power of Social Media?
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Photo http://www.google.com/hostednews/afp/article/ALeqM5iWq3vSDxhfRBUycN8lnup8PjiLGw?docId=CNG.4738bb3bfe08893b892ccf69563ecc85.3d1&index=0
Tuesday 20 September 11President of Egypt from 1981-2011
Ousted in an uprising which would not have been possible without social media
Social Media
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Video http://www.youtube.com/watch?v=fpMZbT1tx2o
Tuesday 20 September 11
Challenges
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Tuesday 20 September 11
Aging Workforce
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Photo http://www.flickr.com/photos/gagilas/3501432476/
Tuesday 20 September 11 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
Image
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Photo http://www.flickr.com/photos/photofarmer/3303387519/
Tuesday 20 September 11At best, boring
Image
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Photo http://www.flickr.com/photos/undertow851/5964155985/
Tuesday 20 September 11Sometimes, not trustworthy
Increasing Demands
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Images http://www.paulchefurka.ca/EnergyGap.html
Tuesday 20 September 11Increasing demand for dwindling energy sources
EIA: world energy use to increase 53% by 2035; China and India account for half of growth
Increasing Demands
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Photo http://www.flickr.com/photos/jeremybrooks/2473047860/
Tuesday 20 September 11Also other demands - - Customer service - Reduced environmental impact - Energy consumption information
Social Media
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Tuesday 20 September 11
Aging Workforce - Recruitment
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http://www.linkedin.com/groups?home=&gid=67258&trk=anet_ug_hm
Tuesday 20 September 11Generate a presence where the experts are -
Aging Workforce - Retention
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Photo http://www.flickr.com/photos/stephanridgway/4110712532/
Tuesday 20 September 11David Legge of FortisBC - guy walking out of interview - prob apocryphal but...
Rotary dial phone - padlock on the dial
Image
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http://www.youtube.com/watch?v=owGykVbfgUE
Tuesday 20 September 11Old spice sales up 100% in month that followed
Still up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/229080/
This ad alone has had 35m views (how many for playlist?)
Image
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http://www.youtube.com/watch?v=owGykVbfgUE
Tuesday 20 September 11Sales up 100% in month
Up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/229080/
Internal Communications
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Tuesday 20 September 11
Aging Workforce - Knowledge
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Photo http://www.flickr.com/photos/dabhaid/314923760/
Tuesday 20 September 11 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
In the US only approximately 30-40% of the work force in the electric utility sector will retire in the next 10 years - U.S. Bureau of Labor Statistics.
Social Media for Knowledge managementCompany blogs / Wikis / Co. video
Raise hands if your co has an internal knowledge mgmnt program
Keep hands up if co has knowledge sharing KPI’s?
Internal communications
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http://www.Dilbert.com
Tuesday 20 September 11Done right - SM is good for employee morale (retention)And knowledge management
Internal communications
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Internal IBM blog
Tuesday 20 September 11Knowledge sharing - you as blogger become acknowledged expert
Rated by peers
Internal communications
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Internal IBM blog
Tuesday 20 September 11IBM has 18k internal blogs - running blog program 8 yrs
Internal communications
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http://en.wikipedia.org/wiki/SAP_AG
Tuesday 20 September 11Wikipedia - Election of Benedict story
Internal communications
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http://pbworks.com/
Tuesday 20 September 11It@cork meeting minutes
Internal communications
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http://www.socialtext.com/
Tuesday 20 September 11Hosted
Internal communications
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http://www.mindtouch.com/
Tuesday 20 September 11
Internal communications
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http://www.youtube.com/watch?v=cRdxXPV9GNQ
Tuesday 20 September 11Video blogs - rich mediumSome find it easier to talk than to write
Internal communications
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https://www.chatter.com/
Tuesday 20 September 11SalesForce’s Chatter now deployed by over 100,000 co.’s worldwide
Free private social network for your co.
Internal communications
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http://www.huddle.com/
Tuesday 20 September 11Internal AND External
Project management
Internal communications
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http://www.sapstreamwork.com
Tuesday 20 September 11Internal AND External
Project management
Internal communications
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http://rypple.com/
Tuesday 20 September 11Performance management
Watch a couple of the Rypple videos!
Internal communications
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https://docs.google.com/
Tuesday 20 September 112 ppl working on a spreadsheet remotelyIn a browserAnd chatting
Customer Service
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Tuesday 20 September 11
Customer Service
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http://bit.ly/KLM-Ash
Tuesday 20 September 11KLM and the Ashcloud120 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”
Customer Service
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http://www.bge.com/Pages/default.aspx
Tuesday 20 September 1125 videos on Irene - 9 on preparation, 16 on power restoration
Customer Service
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http://www.youtube.com/user/BaltimoreGasElectric#g/c/F403154CEA64F176
Tuesday 20 September 1125 videos on Irene - 9 on preparation, 16 on power restoration
Customer Service
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http://twitter.com/#!/mybge
Tuesday 20 September 11% customers restoredReplying to queries“DM your address and we ...”4040 followers
Customer Service
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http://www.facebook.com/myBGE?sk=wall
Tuesday 20 September 11Restoration updatesReplying to customers5841 likes
Customer Service
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http://www.facebook.com/myBGE?sk=wall
Tuesday 20 September 11158 Photos tagged Irene
Customer Service
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http://www.youtube.com/user/BaltimoreGasElectric#g/p
Tuesday 20 September 11Playlists for Safety, Smart energy, conservation, news coverage, community programs
Customer Service
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http://www.youtube.com/user/DomCorpComm
Tuesday 20 September 11Check out number of views!
Provide info & ppl will stop calling call center & go to SM sites
Customer Service
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http://www.youtube.com/user/DomCorpComm
Tuesday 20 September 11Check out number of followers & tweets
Customer Service
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http://www.youtube.com/watch?v=d0D9kEuqfb0
Tuesday 20 September 11picked up & run by local mediaEnsure every truckroll has a smartphone...
Customer Service - Crowdsourcing
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http://www.ideastorm.com/
Tuesday 20 September 11Social customer service - crowdsourcing ideas/feedback
The Dell Community has:• Contributed 16,076 ideas• Promoted 746,441 times• Posted 93,195 comments
Dell has:• Implemented 467 ideas
Starbucks also
Customer Service
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http://getsatisfaction.com/
Tuesday 20 September 11Social customer service - crowdsourcing ideas/feedback
Analytics
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Tuesday 20 September 11
Analytics
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http://www.youtube.com/watch?v=InrOvEE2v38
Tuesday 20 September 11
Analytics
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http://www.radian6.com/
Tuesday 20 September 11Recently bought by SalesForce for $340m
Analytics
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http://www-03.ibm.com/press/us/en/pressrelease/34087.wss
Tuesday 20 September 11IBM now in social media analytics as well
Analytics
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http://www.omniture.com/en/products/social/social_analytics
Tuesday 20 September 11Adobe acquired Omniture for roughly $1.8 billion
Analytics
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http://www.omniture.com/en/products/social/social_analytics
Tuesday 20 September 11SAS Social Media analytics app
Energy Management
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Tuesday 20 September 11
Energy Management
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http://www.oracle.com/us/industries/utilities/turning-information-power-195649.pdf
Tuesday 20 September 1195% are interested in receiving detailed information on their energy use
Energy Management
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http://www.meregio.de/en/index.php?page=index
Tuesday 20 September 11Minimum Emission Region - MeRegio - Baden-Württemberg
Research project involving SAP Research & 5 partners
MTKD
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http://www.flickr.com/photos/collinanderson/2696845391/
Tuesday 20 September 11Mean Time to Kitchen Drawer
aka MTJD
Energy Management
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SAP Smart Meter Analytics
Tuesday 20 September 11SAP Smart Meter Analytics
Centrica 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
Energy Management
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SAP Smart Meter Analytics
Tuesday 20 September 11SAP Smart Meter Analytics
Centrica 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
Energy Management
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http://foursquare.com
Tuesday 20 September 11
Energy Management
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http://foursquare.com
Tuesday 20 September 11iPhone app Awards - MayorPointsLeaderboard
Energy Management
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http://foursquare.com
Tuesday 20 September 11Achievement badges
Energy Management - What-if?
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http://www.meregio.de/en/index.php?page=index
Tuesday 20 September 11
With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
Energy Management - What-if?
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http://www.meregio.de/en/index.php?page=index
What-if Energy apps had:
•Ability to share to Facebook, Twitter, Google+, etc
•Leaderboards?
•Achievement badges?
•Targets and scores?
Tuesday 20 September 11
With increased information and ‘fun factor’ - people become more engaged -> the MTKD is prolonged
Challenges?
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Tuesday 20 September 11
Challenges
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Tuesday 20 September 11Capture knowledge before people retireAttract high quality new hiresHow many times have you heard ppl say - “You work for XYZ utility - wow, that’s soooooo cool”?KPI’s for quantity & quality of knowledge shared
Thanks!
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Tuesday 20 September 11
Mind Map
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Tuesday 20 September 11
