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OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE8 October 2012
Social EnergyItron Utility WeekyOctober 23, 2012
Nicole PoindexterOpower, Director of Global Business Development
What is the Social Web?
Social Media refers to the use of web-based and mobile technologies to turn communication intomobile technologies to turn communication into
an interactive dialogue. …
"a group of Internet-based applications that allowa group of Internet-based applications that allow the creation and exchange of user-generated
content.”
28 October 2012 Source: en.wikipedia.org/wiki/Social_media
Social Web is Massive and Used by All
Gender Education
Age Geography
38 October 2012 Source: Nielsen Social Media Report Q3 2011
Source: Social LUMAscape, Luma Partners 2012
What’s Interesting about the Social Web?
Extension of real life identities, interests, personalitiesNetworks of real people with real relationships
C f fCommunities formed out of those people
SharingWord of mouthWord of mouth
Viral distribution effects
58 October 2012
What does this mean for utilities and energy
providers?providers?
68 October 2012 Source: en.wikipedia.org/wiki/Social_media
78 October 2012
10% of Consumers Interact With Their Utilities Through Social MediaUtilities Through Social Media
88 October 2012 Source: Pike Research, “Social Media in Utility Industry”, Q1 2012
Social Media to Broadcast Information
MarketingMarketing
Media Relations
Consumer Research
Customer Service
Community Outreach
Energy Efficiency
Customer Engagement
9
g g
Social Media to Broadcast Information
MarketingMarketing
Media Relations
Consumer Research
Customer Service
Community Outreach
Energy Efficiency
Customer Engagement
10
g g
Social Media to Broadcast Information
MarketingMarketing
Media Relations
Consumer Research
Customer Service
Community Outreach
Energy Efficiency
Customer Engagement
11
g g
Social Media to Broadcast Information
MarketingMarketing
Media Relations
Consumer Research
Customer Service
Community Outreach
Energy Efficiency
Customer Engagement
12
g g
Social Media to Broadcast Information
MarketingMarketing
Media Relations
Consumer Research
Customer Service
Community Outreach
Energy Efficiency
Customer Engagement
13
g g
Social Media to Broadcast Information
MarketingMarketing
Media Relations
Consumer Research
Customer Service
Community Outreach
Energy Efficiency
Customer Engagement
14
g g
Social Media to Broadcast Information
MarketingMarketing
Media Relations
Consumer Research
Customer Service
Community Outreach
Energy Efficiency
Customer Engagement
15
g g
Driving EE and Customer Engagement
168 October 2012 Source: en.wikipedia.org/wiki/Social_media
Social Web to Deepen Customer EngagementEngagement
1. Engage users
2 B ild it2. Build community
3 Influence conversations3. Influence conversations and behavior
17
Social Identity + Energy Profile + Community
UtilitiesFacebook advising app
development, providing access to social media experts, and
bringing in partners to initiativebringing in partners to initiative
NRDC bringing partnerSocial Web +Energy Profile
C iti Organizations
NRDC bringing partner relationships to initiative (utilities, communities, research institutions)
Communities(Towns, Cities)
Organizations(Non-Profits,
Schools, Churches)
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 188 October 2012
The Beginning of a Worldwide Network17 utilities, 21M households
≈
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 19
*Not all clients shown due to client confidentiality
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OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 218 October 2012
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 228 October 2012
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 238 October 2012
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 248 October 2012
Used under 100 kWh in a
month
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Tree HouseWith less than 100 kWh of energy used this month, you're in the lowest 5% of users. Sure, sleeping in a tree house may seem unconventional, but think of all the money you save on lighting and heating!
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Crystal earned the Tree House badge Oon Opower.
Stereo badge
Since joining, you've reduced b 100 kWhyour energy use by 100 kWh -
that's enough energy to power a stereo system for a year!
Got Started badge
Tree House badge
Stereo badge
5% Reduction
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
badge badge badge Reduction
Driving Energy Conversations
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 288 October 2012
Groups to Drive Community Involvement
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 298 October 2012
ComEd’s page
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 308 October 2012
Compete for Challenges
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 318 October 2012
Partnerships to Drive Consumer Activation
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 328 October 2012
To Sum it Up…
» Shift focus toward people and their networks
» Integrate social into your consumer» Integrate social into your consumer experience
» Utilize platforms
» Provide unique social experiences» Provide unique social experiences
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 338 October 2012
OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE8 October 2012
Th k Y !Thank You!social.opower.com
Contact Info:Contact Info:
Nicole [email protected]@Opower
