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

• tom@redmonk.com

• +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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Facebook

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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Facebook

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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Twitter

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

http://www.bge.com/

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Customer Service

https://twitter.com/mybge

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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

https://www.chatter.com

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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

Tom@redmonk.com, GreenMonk.net,

Twitter.com/tomraftery+34 677 695 468

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