Social engagement intro zeethos
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The document discusses the growth of social media engagement in utilities, with customer interactions with utilities via social media expected to grow from 57 million in 2011 to 624 million in 2017. It notes that social media allows utilities to engage large networks through individual interactions. The key benefits of social media for utilities include community engagement during events or crises, and promoting campaigns around energy efficiency, distributed generation, and customer education. Successful social media engagement requires pillars like publishing, governance, workflow control, content planning, moderation, and analytics.
Social engagement intro zeethos
- 1. Social Engagement and the Utility Sector Zeethos Inc. - chris.lewis@zeethos.com 1
- 2. 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 Zeethos Inc. - chris.lewis@zeethos.com 2
- 3. 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 Zeethos Inc. - chris.lewis@zeethos.com 3
- 4. So What? Community • Events • Sponsorship • News Crisis Campaign • Outages • Energy Efficiency • Storms • Distributed Gen • Dangerous Areas • AMI • Communication • Customer Education Your social engagement will always start in one of three areas. Zeethos Inc. - chris.lewis@zeethos.com 4
- 5. The Pillars of Social Success Zeethos Inc. - chris.lewis@zeethos.com 5
- 6. Social Communication as Hub and Spoke Move from fragmentation and decentralization to coordinated, controlled and aligned with your approved messages. Zeethos Inc. - chris.lewis@zeethos.com 6
- 7. 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 Zeethos Inc. - chris.lewis@zeethos.com 7
- 8. The Key to Making Social Work 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 Zeethos Inc. - chris.lewis@zeethos.com 8
- 9. The Key to Making Social Work 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 Zeethos Inc. - chris.lewis@zeethos.com 9
- 10. The Key to Making Social Work 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 Zeethos Inc. - chris.lewis@zeethos.com 10
- 11. The Key to Making Social Work 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 Zeethos Inc. - chris.lewis@zeethos.com 11
- 12. The Key to Making Social Work 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 Zeethos Inc. - chris.lewis@zeethos.com 12
- 13. Social Engagement Lifecycle Discovery & Implementation Engagement Efficiency Planning & Content & Validation & Metrics Define goals Implement Publish, Establish platform engage, metrics for all Assign a team moderate points in Define content Establish social themes and Adjust themes governance engagement creative and creative including FB, based on Report and Twitter, Etc. success measure all interactions Establish Utilize publishing analytics and Compare and calendar reports to adjust as optimize necessary social ads and Focus on content moving community members from engaged to advocates Zeethos Inc. - chris.lewis@zeethos.com 13
- 14. • 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. Zeethos Inc. - chris.lewis@zeethos.com 14
- 15. Best Practices Who’s saying what and what works? The ability to monitor the best users of Social Media makes everyone stronger. Zeethos Inc. - chris.lewis@zeethos.com 15
- 16. 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? Zeethos Inc. - chris.lewis@zeethos.com 16