Social engagement intro zeethos

1Zeethos Inc. - [email protected]

Social Engagement and the

Utility Sector


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


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


So What?

Your social engagement will always start in one of three

areas.

Community

Crisis Campaign

• Outages

• Storms

• Dangerous Areas

• Communication

• Energy Efficiency

• Distributed Gen

• AMI

• Customer Education

• Events

• Sponsorship

• News


The Pillars of Social Success


Social Communication as Hub and Spoke

6

Move from fragmentation and decentralization to

coordinated, controlled and aligned with your approved

messages.


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



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



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



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



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



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


Social Engagement Lifecycle

Discovery &Planning

Engagement & Validation

Efficiency & Metrics

Implementation & Content

� Define goals

� Assign a team

� Establish governance

� Implement platform

� Define content themes and creative including FB, Twitter, Etc.

� Establish publishing calendar

� Publish, engage, moderate

� Adjust themes and creative based on success

� Utilize analytics and reports to optimize social ads and content

� Establish metrics for all points in social engagement

� Report and measure all interactions

� Compare and adjust as necessary

� Focus on moving community members from engaged to advocates


• 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.


Best Practices

Who’s saying what and what works?

The ability to monitor the best users of Social Media makes everyone stronger.


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?

Social engagement intro zeethos

Technology

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