can social make utilities sexy again?
DESCRIPTION
The demands on Utility companies today are increasing substantially. Ageing workforces, recruitment and retention issues are at the forefront of these demands and compounding that, Utilities are increasingly looked on as being boring. On the other hand, start-ups in the social technology space are seen as innovative, customer focussed and fun organisations. Can the lessons and technologies from these companies be used by Utilities? Smart social strategies can radically change an organisation’s image - do you want to make your Utility sexy once more? How social can help Utilities overcome image related issues How social mediums can alleviate some of the aging workforce, recruitment and retention difficulties Engaging customers to reduce their energy requirements and building increased awareness of their usage Your organisation can use social software to communicate better with customers Social technologies can help utilities get their mojo backTRANSCRIPT
Tom Ra'ery, Principal Analyst RedMonk
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Can Social make utilities sexy again?
Big ask, I knowChris ChenI think they can be
• 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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SlideShare
http://www.slideshare.net/TomRaftery/
This is SlideShare - where you can view or d/l this deck
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Show of hands
Photo http://www.flickr.com/photos/warmestregards/2789694551/
How many of you:Read blogs?Watch online video?Have a FaceBook a/c?Have a LinkedIn a/c?Have a Twitter a/c?
Consider FaceBook/YouTube/Twitter a waste of time?
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Social Media
Some of the social media sites
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Social Media
Photo http://www.flickr.com/photos/7933170@N03/1098813767/
Social media fundamentally changed the web - now a two-way medium
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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?
Video http://www.youtube.com/watch?v=fpMZbT1tx2o
This video is 1.5 yrs old - the numbers in it are well out of date - most significantly higher now
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Utilities, Social Media, & APJ
Had a look around this region & found some great examples of SM use by utilitiesquick selection...
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APJ Utilities Social Media
https://twitter.com/powerwatercorp
Australian utility - provides electricity, water and sewerage services to the Northern Territory of AustraliaFaced issues with perception - were butt of many jokes - even in parliament Rolled out social media, now 180 turnaround in reputation
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APJ Utilities Social Media
http://www.powerwater.com.au
Pull tweets onto home pageAlso have Flickr & Youtube accounts
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https://www.facebook.com/PUBsg
APJ Utilities Social Media
Water utility3412 likesZero interaction though
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https://twitter.com/OfficialTEPCO
APJ Utilities Social Media
> 262k followers 1 of 3 accountsNo interaction - all broadcastBut tells ppl of availability of electricity so big followership
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https://twitter.com/iamkepco
APJ Utilities Social Media
Kepco - Korean utilityTwitter & Facebook pagesseems to have interaction but hard to tell given my lack of Korean (and GTranslate is no help!)
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https://twitter.com/iamkepco/status/266090034871013376
APJ Utilities Social Media
They do converse though, unlike many others
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https://twitter.com/PowershopPromos
APJ Utilities Social Media
One of their two Twitter accounts1305 followers - electrical promotions for customers
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https://twitter.com/ausgrid
APJ Utilities Social Media
2550 followers - but better yet is their video... !
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APJ Utilities Social Media
Video http://www.youtube.com/watch?v=iXogX1WBcZA
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Video http://www.youtube.com/watch?v=iXogX1WBcZA
APJ Utilities Social Media
Has had nearly 20,000 views!
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Challenges utilities are facing...
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Brand and image
Photo http://www.flickr.com/photos/smoy/3963201475/
Brand and reputation issues - utilities not trusted
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Brand and image
Photo http://www.flickr.com/photos/photofarmer/3303387519/
Utilities perceived as boring - doesn’t help recruitment/retention
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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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Exacerbated by
Photo http://www.flickr.com/photos/gagilas/3501432476/
Recruitment issues all the more 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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Increasing demands
Images http://www.paulchefurka.ca/EnergyGap.html
Increasing demand for energy at a time of dwindling supply
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Increasing demands
Photo http://www.flickr.com/photos/jeremybrooks/2473047860/
Also other demands - - Customer service - Reduced environmental impact - More granular energy consumption information
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So how can social media help?
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Brand Management
Photo http://en.wikipedia.org/wiki/File:Deepwater_Horizon_offshore_drilling_unit_on_fire_2010.jpg
Deepwater Horizon exploded April 20, 2010 - 11 men killed, 17 injured. Over next 3 months - spilled about 4.9 million barrel & still leaking today 2.5 yrs later
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Brand Management
https://twitter.com/BPGlobalPR/status/15504031663
2191 RTs!
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Brand Management
https://twitter.com/bpglobalpr
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Brand Management
https://twitter.com/BP_America
Current BP account - still not learned lesson - all broadcast
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OTOH
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Brand Management
http://www.youtube.com/watch?v=owGykVbfgUE
Old Spice
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Brand Management
http://www.youtube.com/watch?v=owGykVbfgUE
This ad alone has had 43m views
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Brand Management
http://www.youtube.com/watch?v=owGykVbfgUE
185 videos in 24 hoursResponded in realtime to questions posed to #OldSpiceOld 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/
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Customer Service
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Customer Service
https://twitter.com/esbarr_
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Customer Service
https://twitter.com/esbarr_/status/261075213196865536
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Customer Service
https://twitter.com/rupertmurdoch/status/261118254657966080
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Customer Service
https://twitter.com/rupertmurdoch
Seems to be genuinely Murdoch tweeting
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Customer Service
https://twitter.com/esbarr_/status/261126984225153024
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Customer Service
https://twitter.com/rupertmurdoch/status/261178665386270720
Obviously this doesn’t scale but...
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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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Customer Service
http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/
Call centres swamped120 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
http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/
For the 27 airlines in the Star Alliance, nearly one-third of customer feedback now comes from social media.
Jaan Albrecht, CEO of Star Alliance Services
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Customer Service
https://twitter.com/Iberia_en/status/262979795405647872
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Customer Service
http://scn.sap.com/welcome
Early 2000’s SAP had 170,000 customers - support needs, esp for new products were becoming unmanageable
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Customer Service
To make it work... would be 90% us and 10% them at first. But we knew if we did that, it would eventually be 10% us and 90% them.
Mark Finnern, Chief Community Evangelist, SAP SCN
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Customer Service
http://scn.sap.com/welcome
More than 100,000 joined in first 2 yrsNow over 2.5m usersSAP: SCN improves customer retention, creates efficiency and drives top line growth and revenue
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Inside the firewall
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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
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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
IBM internal blogs - going strong for years now - internal social network - knowledge sharing - self-promotion tool
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Collaboration
http://www.huddle.com
Cloud-based SharePoint alternative
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Collaboration
http://www.successfactors.com/business-execution-software/jam/jamoverview/
SAP’s new Jam offering
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Collaboration
http://www.successfactors.com/business-execution-software/jam/jamoverview/
Onboardingability to join groups
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Collaboration
http://www.successfactors.com/business-execution-software/jam/jamoverview/
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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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Big Data & Analytics
No enterprise talk is complete without discussing big data & analytics!
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Big data!
http://www.iabuk.net/news/iab-engage-2012-morning-session-review
Twitter - half a billion tweets per day
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Big Data!
http://gigaom.com/data/facebook-is-collecting-your-data-500-terabytes-a-day/
2.5 billion content items per day!More interesting stats on the page - was getting too bulletpointy,
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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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Analytics
http://www.youtube.com/watch?v=InrOvEE2v38
Gatorade’s Social Media command centre - Mission Control
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Analytics
http://readwrite.com/2011/07/21/how-dell-really-listens-to-its
70 employees monitoring and dealing with social media
11 languages
25,000 social media events for the company each day
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Analytics
http://www.informationweek.com/government/information-management/inside-red-cross-social-media-command-ce/232602698
Dell contributed funding and tech for this
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Analytics
http://www.guardian.co.uk/global-development/2012/jan/12/haiti-twitter-tracked-cholera-outbreak
Twitter is faster than, and as accurate as, the official records at detecting the start and early progress of the epidemic
American Journal of Tropical Medicine
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Analytics
http://phys.org/news/2012-10-social-media-auto-vehicle-defects.html
researchers at Virginia Tech developed system that provides auto manufacturers an efficient way to discover and classify vehicle defects
can be used to discover vehicle defects from social media posts across multiple car brands
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Analytics
GE - Grid IQ Insight
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Analytics
GE - Grid IQ Insight
If someone posts a pic - then utility knows exactly what equipment to send in truck roll
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Analytics
GE - Grid IQ Insight
If someone posts a pic - then utility knows exactly what equipment to send in truck roll
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Energy Management
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Energy Management
http://www.oracle.com/us/industries/utilities/turning-information-power-195649.pdf
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Energy Management
http://www.meregio.de/en/index.php?page=index
Minimum Emission Region - MeRegio - Baden-Württemberg
Research project involving SAP Research & 5 partners
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Energy Management
http://www.flickr.com/photos/collinanderson/2696845391/
MTKD metric - mean time to kitchen drawer
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Energy Management
SAP Smart Meter Analytics
SAP 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
SAP Smart Meter Analytics
Posts to your Facebook wall
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Energy Management
http://foursquare.com
Gamification - behaviour change
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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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Conclusion
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Conclusion
SocialOverlay social on issues like these...
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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
Thanks!Contact information:
Tom RafteryPrincipal Analyst, Energy & Sustainability, RedMonk
[email protected], GreenMonk.net,
Twitter.com/tomraftery+34 677 695 468
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