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www.esource.com
BPA SummitLet’s Get Social
Matthew Burks
Senior Product Manager, Mass Markets
Utility Communicators Service (UCS)
May 10th, 2011
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Photo Credit: Photo credit: Blyzz
via Flickr
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What is Web 2.0?
Pew Internet &
American Life Project
“Web 2.0” is an umbrella term that is used to refer
to a new era of Web-enabled applications
that are built around user-generated or user-
manipulated content, such as wikis, blogs,
podcasts, and social networking sites.
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What is Web 2.0?
www.AOL.com
(April 1997)
www.google.com(May 2001)
Receive
Hunt
Do / create
www.facebook.com(January 2006)
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Source:
http://www.youtube.com/watch?v=CvVp7b5gzqU&featur
e=related
The Bad News
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The Bad News
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Web 2.0 Reality
This Guy Impacts You!
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Web 2.0 Reality
Fukushima Daiichi Impacts You!
(And you don’t even have nukes.)
Image:
http://fr.wikipedia.org/wiki/Fichier:Tepco.png
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Image: http://www.cnn.com
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Blitzer?
WOLF! What gives?
Image:
http://fr.wikipedia.org/wiki/Fichier:Tepco.png
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Web 2.0 Reality
Impact You!
Imaged: Google Images
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Web 2.0 Reality
Your Service Territory?
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Web 2.0 Reality
Impacts You!
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A New Customer Relationship
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Internet Activities By Generation
Popularity of internet
activities among internet
users in each generation.
http://www.pewinternet.org/Infographics/2010/Generations-2010-Summary.aspx Source:
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Web 2.0 Bad & Good News
• There are A LOT of conversations!
• Distributed
• Mobile
• Empowered and enabled
• Happening In Real Time
• Most importantly, you can’t control the conversation…
BUT, you can influence it!
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Web 2.0 Reality
The world is rapidly changing and
integrating these channels regardless of
what you do!
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Source: Dilbert .com
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Shiny Object
Social media doesn’t change
what you say!
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Shiny Object
Social is not a strategy!
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Shiny Object
What is “success” to you?
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Shiny Object
• Current channels
• Objectives & goals
• Strategy
• Tactics
• Resources, Backup, Support
• Content creation
• Legal
• HR
• IT
Photo Credit: Photo credit: Blyzz via Flickr
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Four Stages
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Cutting Through the Confusion
The Top 5
1. Twitter
2. YouTube
3. Facebook
4. Linked In
5. Flickr
Most Used:
• YouTube
• Flickr
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The Big 5
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Current Social Media Activities
Confidential – do not distribute
•Big three dominate:
•74% - Twitter
•65% - Facebook
•71% - YouTube
•Flickr (15%) and LinkedIn (48%) on the rise
•Increased recognition of social for media
•LinkedIn clear winner for recruitment
•More moving towards corporate blogs
•More moving towards local communities and blogs
•Yammer
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Channels By The Numbers
Confidential – do not distribute
Twitter:
1 – 500 = 14%
501 – 1000 = 11%
1001 –2000 = 21%
2001 – 3000 = 10%
3001+ = 10%
Facebook:
1 – 500 = 42%
501 – 1000 = 14%
1001 –2000 = 10%
2001+ = 5%
YouTube:
1 – 50 = 36%
51 – 100 = 10%
101 –200 = 5%
201+ = 5%
Flickr:
1 – 5 = 7%
6 – 10 = 0%
11 –20 = 0%
21+ = 5%
LinkedIn:
1 – 500 = 10%
501 – 1000 = 5%
1001 –2000 = 5%
2001+ = 2%
Corporate Utility Blog:
1 – 500 = 12%
501 – 1000 = 2%
1001 –2000 = 2%
2001+ = 2% (17,000)
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Use Importance of Social
Confidential – do not distribute
Important:
•Outages/crisis
•Communicating w/ media
•Product promotion
•EE/safety tips
•Promote workshops & events
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Outage Communications
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Use Importance of Social
Confidential – do not distribute
Sort of Important:
•One way response to customer
complaints/concerns
•Customer service
•Public recognition for businesses
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Topic Specific Outreach
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Goals
Confidential – do not distribute
High Importance
•Increase Customer Satisfaction
•Increase awareness of programs, products
and services
•Increase enrollment in or sales of programs,
products and services
•Improve relationships with news outlets
•Engage utility customers to improve
relationship
•More effectively communicate with media
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Moses The Cat…PRrrrr
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Goals
Moderate Importance
•Generate web hits
•Engage utility customer to gather information
and feedback
Least Important
•Reduce costs of customer service
•Reduce costs of communication
•More effectively communicate with commercial or
managed accounts
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Goals
Confidential – do not distribute
Additional:
•Protect Brand
•Enhance Leadership Position
•Communicate with other industry stakeholders like
regulators and legislators
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Content Planning
Confidential – do not distribute
•33% no formal social editorial/content planning
process, but do regularly coordinate
•23% no formal social editorial/content planning
process, make it up as we go
•26% monthly social editorial calendar
•5% quarterly social calendar
•8% annual social calendar
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2011 Focus
Confidential – do not distribute
Primary:
•Improving/enhancing social media presence
•Cross-departmental coordination/collaboration
•Updating/improving social policy
•Editorial process/content creation
•Reporting
Secondary:
•Keeping management support social efforts
•Measurement/Metrics selection/refinement
•CRM/CIS integration
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Departmental Control – Primary
Confidential – do not distribute
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Departmental Control – Involved
Confidential – do not distribute
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Time Spent on Social Media
Confidential – do not distribute
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Budget
Confidential – do not distribute
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Metrics
Confidential – do not distribute
Primary:
•Fans/Followers
•Retweets
•Click-throughs
•Picture/Video Views
Secondary:
•Comments attached to articles or posts
•Customer interactions
•Number of mentions
•Web hits to specific site/URLs
•Sentiment tracking
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Metrics
Confidential – do not distribute
15% do not measure social at all
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Content Planning
Confidential – do not distribute
•33% no formal social editorial/content planning
process, but do regularly coordinate
•23% no formal social editorial/content planning
process, make it up as we go
•26% monthly social editorial calendar
•5% quarterly social calendar
•8% annual social calendar
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A New Customer Relationship?
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New Consumption Patterns?
http://www.snopud.com/Videos.ashx?p=1108
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Where Are We Now?
53
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Avista Utilities
54
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Idaho Power
58
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Tacoma Power
63
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Seattle City Light
68
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PacifiCorp
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A New Customer Relationship?
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A New Customer Relationship?
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Key Lessons Learned – 2010
1. Social media is a cultural shift for utilities.
2. Be patient, prepared, honest, and transparent.
3. Social media is an additional communication channel—it
does not replace existing channels.
4. Building an internal support team from multiple
departments is critical.
5. Have a clear goal, strategy, and backup plan as well as
the commitment/resource(s) to carry it out.
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Key Lessons Learned – 2011
1. Experiment and measure. What works for one utility may
not work for you.
2. Be patient, prepared, honest, and open to new ways of
doing things.
3. Not everyone wants to be helped – some just want to
vent. You can’t please everyone.
4. Don’t underestimate the amount of time social can take,
especially during a crisis.
5. Communicate internally – have a plan, follow it, and let
others know what you’re doing.
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Innovation
Confidential – do not distribute
•Facebook Tabs
•FourSquare & other location-based marketing/outreach
•Social customer service
•Smart phone apps
•Mobile websites
•Video competitions via YouTube
•Meetup
•Connecting HR to Facebook side (employment branding)
•Internal social communications
•Yelp
•Taking utility content directly to media’s Facebook and other
social properties
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Photo Credit: Photo credit: Blyzz
via Flickr
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Matthew Burks
Senior Product Manager, Mass Markets
303-345-9173
@EsourceMatt
For More Information
Confidential – do not distribute