potent social media strategies for utility companies
DESCRIPTION
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
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A collaboration of:
Potent Social Media Strategies for Brand and Customer Loyalty
Tom RafteryRedMonk
Tuesday 20 September 11
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Tom Raftery
• Lead analyst, energy and sustainability practice, RedMonk
• GreenMonk.net
• twitter.com/tomraftery
• +34 677 695 468
• SlideShare.net/TomRaftery
2
Tuesday 20 September 11
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Who are you?
3
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?
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Power of Social Media?
4
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
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Social Media
5
Video http://www.youtube.com/watch?v=fpMZbT1tx2o
Tuesday 20 September 11
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Challenges
6
Tuesday 20 September 11
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Aging Workforce
7
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
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Image
8
Photo http://www.flickr.com/photos/photofarmer/3303387519/
Tuesday 20 September 11At best, boring
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Image
9
Photo http://www.flickr.com/photos/undertow851/5964155985/
Tuesday 20 September 11Sometimes, not trustworthy
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Increasing Demands
10
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
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Increasing Demands
11
Photo http://www.flickr.com/photos/jeremybrooks/2473047860/
Tuesday 20 September 11Also other demands - - Customer service - Reduced environmental impact - Energy consumption information
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Social Media
12
Tuesday 20 September 11
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Aging Workforce - Recruitment
13
http://www.linkedin.com/groups?home=&gid=67258&trk=anet_ug_hm
Tuesday 20 September 11Generate a presence where the experts are -
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Aging Workforce - Retention
14
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
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Image
15
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?)
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Image
16
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/
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Internal Communications
17
Tuesday 20 September 11
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Aging Workforce - Knowledge
18
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?
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Internal communications
19
http://www.Dilbert.com
Tuesday 20 September 11Done right - SM is good for employee morale (retention)And knowledge management
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Internal communications
20
Internal IBM blog
Tuesday 20 September 11Knowledge sharing - you as blogger become acknowledged expert
Rated by peers
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Internal communications
21
Internal IBM blog
Tuesday 20 September 11IBM has 18k internal blogs - running blog program 8 yrs
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Internal communications
22
http://en.wikipedia.org/wiki/SAP_AG
Tuesday 20 September 11Wikipedia - Election of Benedict story
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Internal communications
23
http://pbworks.com/
Tuesday 20 September 11It@cork meeting minutes
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Internal communications
24
http://www.socialtext.com/
Tuesday 20 September 11Hosted
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Internal communications
25
http://www.mindtouch.com/
Tuesday 20 September 11
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Internal communications
26
http://www.youtube.com/watch?v=cRdxXPV9GNQ
Tuesday 20 September 11Video blogs - rich mediumSome find it easier to talk than to write
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Internal communications
27
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.
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Internal communications
28
http://www.huddle.com/
Tuesday 20 September 11Internal AND External
Project management
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Internal communications
29
http://www.sapstreamwork.com
Tuesday 20 September 11Internal AND External
Project management
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Internal communications
30
http://rypple.com/
Tuesday 20 September 11Performance management
Watch a couple of the Rypple videos!
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Internal communications
31
https://docs.google.com/
Tuesday 20 September 112 ppl working on a spreadsheet remotelyIn a browserAnd chatting
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Customer Service
32
Tuesday 20 September 11
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Customer Service
33
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”
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Customer Service
34
http://www.bge.com/Pages/default.aspx
Tuesday 20 September 1125 videos on Irene - 9 on preparation, 16 on power restoration
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Customer Service
35
http://www.youtube.com/user/BaltimoreGasElectric#g/c/F403154CEA64F176
Tuesday 20 September 1125 videos on Irene - 9 on preparation, 16 on power restoration
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Customer Service
36
http://twitter.com/#!/mybge
Tuesday 20 September 11% customers restoredReplying to queries“DM your address and we ...”4040 followers
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Customer Service
37
http://www.facebook.com/myBGE?sk=wall
Tuesday 20 September 11Restoration updatesReplying to customers5841 likes
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Customer Service
38
http://www.facebook.com/myBGE?sk=wall
Tuesday 20 September 11158 Photos tagged Irene
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Customer Service
39
http://www.youtube.com/user/BaltimoreGasElectric#g/p
Tuesday 20 September 11Playlists for Safety, Smart energy, conservation, news coverage, community programs
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Customer Service
40
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
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Customer Service
41
http://www.youtube.com/user/DomCorpComm
Tuesday 20 September 11Check out number of followers & tweets
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Customer Service
42
http://www.youtube.com/watch?v=d0D9kEuqfb0
Tuesday 20 September 11picked up & run by local mediaEnsure every truckroll has a smartphone...
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Customer Service - Crowdsourcing
43
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
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Customer Service
44
http://getsatisfaction.com/
Tuesday 20 September 11Social customer service - crowdsourcing ideas/feedback
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Analytics
45
Tuesday 20 September 11
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Analytics
46
http://www.youtube.com/watch?v=InrOvEE2v38
Tuesday 20 September 11
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Analytics
47
http://www.radian6.com/
Tuesday 20 September 11Recently bought by SalesForce for $340m
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Analytics
48
http://www-03.ibm.com/press/us/en/pressrelease/34087.wss
Tuesday 20 September 11IBM now in social media analytics as well
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Analytics
49
http://www.omniture.com/en/products/social/social_analytics
Tuesday 20 September 11Adobe acquired Omniture for roughly $1.8 billion
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Analytics
50
http://www.omniture.com/en/products/social/social_analytics
Tuesday 20 September 11SAS Social Media analytics app
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Energy Management
51
Tuesday 20 September 11
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Energy Management
52
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
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Energy Management
53
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
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MTKD
54
http://www.flickr.com/photos/collinanderson/2696845391/
Tuesday 20 September 11Mean Time to Kitchen Drawer
aka MTJD
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Energy Management
55
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
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Energy Management
56
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
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Energy Management
57
http://foursquare.com
Tuesday 20 September 11
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Energy Management
58
http://foursquare.com
Tuesday 20 September 11iPhone app Awards - MayorPointsLeaderboard
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Energy Management
59
http://foursquare.com
Tuesday 20 September 11Achievement badges
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Energy Management - What-if?
60
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
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Energy Management - What-if?
61
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
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Challenges?
62
Tuesday 20 September 11
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Challenges
63
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
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Thanks!
64
Tuesday 20 September 11
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Mind Map
65
Tuesday 20 September 11