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Using Social Media to Meet Goals, Engage Limited- Income Customers & Increase Outreach
NEUAC June, 2012
MYTH: Limited-income customers aren’t connected to the internet…
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FACT: » 69% of households with an income of $50K or
less, access the internet from home.
Source: Pew Internet, 2010
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MYTH: Limited-income customers don’t use social media…
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» Limited-income/ethnic groups have the highest use, overall.
Source: Pike Research, 2012
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Asian American African American
Hispanic Caucasian
More than $35K Less than $35K
Total
0 10 20 30 40 50 60 70 80 90 %
FACT: Social Media Usage by Demographic Segment
FACT: Ethnic groups also lead in accessing the internet from their mobile phones…
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Ethnic Groups Outpace Others in use of Mobile Applications
Source: Pew Internet, 2010
All AdultsWhite, non-
HispanicBlack, non-
HispanicHispanic (English-
speaking)
Own a cell phone 82% 80% 87% 87%
Send/receive text msgs 72 68 79 83
Access the internet 38 33 46 51
Send/receive email 34 30 41 47
Use a social networking site 23 19 33 36
% of cell owners within each group who do the following on their cell phones
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Social Media in the Utility World
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14,198
4,599
1,920 1,584
14 6
Watching Iron Man 2
Interacting with their utility
Energy is “Back of Mind” for Nearly all Customers
Average number of minutes spent by Americans per year
Source: Simple Energy, 2011
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Customers who Interact with Utilities via Social Media
» Though only a small % of customers interact with their utilities via social media, those that do, do so frequently.
Source: Pike Research, 2012
10
Yes 11%
No 89%
Very Often 32%
Regularly 27%
Sometimes 23%
1x-2x 13%
Never 5%
Use of social media to interact with utility
Frequency of interaction via social media
Source: Pike Research, 2012
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Complain
Schedule a new service
Service outage
Praise about service
Obtain info about service or programs
Billing issue
0 5 10 15 20 25 30 35 %
Reasons for Interacting with Utility via Social Media
SoCalGas and Social Media
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SoCalGas Customer Social Media Landscape
»Our customers are very engaged in social media.
Source: SoCalGas Res Customer Online Panel, Jan. 2012
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Yes 71%
No 29%
% of Customers Using Social Media
Daily 61%
Weekly 29%
Monthly 7%
Less 1x Month
3%
How Often Used Sites Visited Most Facebook- 82% YouTube- 5% LinkedIn- 4% Twitter- 2%
% of our Customers who use Social Media
»Social media use is consistent across all age groups.
Source: SoCalGas Res Customer Online Panels, Jan. 2012
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89 85 76 71
64
45
18-24 25-34 35-44 45-54 55-64 65+ 0
20
40
60
80
100 %
% who use social media daily
79 75
62 58
50 39
Social Media is Growing Among our Older Segments
Source: SoCalGas Res Customer Online Panels, Jan. 2012
15
45
31
15
55
34
23
45-54 55-64 65+ 0
10
20
30
40
50
60
2011
2012
%
Social Media Idea Generation
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Source: Pike Research, 2012 Pew Internet, 2012
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%
% of Internet Users Who Use Social Networking Sites
OPPORTUNITY: 18-29 Year Olds Outpace All Groups in Social Media
Asian American African American
Hispanic Caucasian
Less than $35K 18-29
Total
0 20 40 60 80 100
OPPORTUNITY: 18-29 Year Olds Outpace All Groups in Mobile Use
Source: Pew Internet, 2010
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18-29 30-49 50-64 65+
Own a cell phone 90% 88% 82% 57%
Send/receive text msgs 95 82 57 19
Access the internet 65 43 18 10
Send/receive email 52 37 22 11
Use a social networking site 48 23 8 3
% of cell owners within each group who do the following on their cell phones
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Engage, Engage, Engage!
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IDEA: Using Social Media to Grow your Following
Quick Guide to Gas Safety Downloadable PDF
Facebook Ads
Facebook Custom Tab
» There were 7,080 fans acquired through our interactive Facebook campaign, an increase of 290%.
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IDEA: Using Social Media to Grow your Following
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» Sweepstakes promoting Winter Conservation helped increased our following by 256% in a 4-week timeframe.
IDEA: Using Social Media to Drive Enrollment
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IDEA: Using Social Media to Drive Enrollment
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Research References
Mobile Access 2010: Pew Internet & American Life Project. July 7, 2010. Cerda, Martin, and Ilgin Basar. 2011. “Who Are Latino Cell Only Respondents? A Comparative Look” Survey Practice, April: www.survepractice.org. Wirless Substitution: Early Release of Estimates from the National Health Interview Survey, January- June 2010, Blumberg and Luke, National Center for Health Statistics. Use of the Internet in Higher-Income Households: Pew Internet & American Life Project. November 24, 2010. Social Media in the Utility Industry Consumer Survey: Consumer Adoption and Usage Trends for Engagement with Utilities using Facebook, Twitter, YouTube, LinkedIn, and Blogs. Pike Research 1Q 2012 Actionable Insights for the New Energy Consumer: Accenture End-Consumer Observatory 2012. Simple Energy 2011.
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