key takeaways - smart energy consumer...
TRANSCRIPT
Key Takeaways
Education & Outreach Committee
Consumer’s Perspective
Consumers Unaware
Consumers Aware
• More education and outreach
• Understand smart grid and associated benefits
Closing the Gap
Expanding available resources
Industry leadership
Advancing the message
Improve consumer’s awareness and understanding of modern grids
WhatIsSmartGrid.org
Expanding Available Resources
Sin
ce launch in 2
013
Last
Year
2015
59,868
Visitors
Industry Leadership
Technology Providers
Utilities
Non-Profit Organizations
Creation and implementation
of consumer education and
awareness programs
Results
ExcellenceConsumers
FirstLeadershipAuthenticity
Examining the Right Path
Most Valuable Aspects of Membership
Access to consumer educational materials
Gain insights of consumer engagementissues
Proactively address grid modernization misinformation
Most Important Collateral
Found the resources purposeful
The most effective tool? Fact sheets
As compared to 2014 statistics, trending favorably
Internal education
Reference materials when talking with consumers
Have stated they utilized the resources
Referenced in e-communications
Linked on company website
Advancing the Message
1a. Provide new ways to introduce consumers to smart grid benefits
1b. Chart and provide best practices for consumer engagement
2. Align the industry with a consumer value proposition for the smart grid
3. Provide thought leadership on the electric industry
Consumer Value Proposition
Environmentally Friendly
Flexible
Reliable
Strategic Approach
Educate
EffectivenessConsumer
Consensus
AssessValue
BenchmarkAwareness Understanding
BenefitsMeasure
GrowthStatements
Foundation Work of CVP
$154.65 of economic benefits
per consumer per year
Consumer Value Proposition (CVP)
A customer value proposition is a business or marketing statement that describes why a customer should buy a product or use a service.
It is specifically targeted towards existing and potential customers rather than other constituent groups such as employees, partners or suppliers.
The New Frontier in Media Consumption
Search Social Mobile Media
187 MILLION
Unique monthly visitors
in 200 countries get
their news from
of media consumption
is done on mobile
devices
60%
Of Millennials trust
online search engines
as a source of
information, while
only 64% trust
traditional media as a
source of information
72% 70%
Of C-Suite executives
travel with at least 2
mobile devices
QuartzComScore, 2014LinkedIn2015 Edelman Trust Barometer 13
WHAT’S DRIVING CHANGE IN HOW WE CONSUME AND ENGAGE WITH CONTENT
Story Tool KitElevator Pitch Stump Speech
Message Architecture per AudienceCONSUMERS
catch phrase examples
statistics
anecdotes
analogies
stories
Media
StorylinesMulti-Channel
Content
MEDIA
catch phrase examples
statistics
anecdotes
analogies
stories
MEMBERS
catch phrase examples
statistics
anecdotes
analogies
stories
Why A Narrative?
Flexible. Smart grid provides information to consumers about their energy
consumption habits that translates to potential cost savings. New pricing plans
offered by power companies provide consumers with more control. As a result, you’ll
have freedom to make energy choices important to you.
Reliable. In event of a storm, smart grid technologies help power companies better
communicate with customers when the power goes out and makes it easier and
quicker to restore your power. The smart grid can also help prevent an outage in the
first place by rerouting your electricity around affected neighbors.
Environmentally Friendly. More sources of clean power, such as wind and solar,
are being connected to the electrical grid every day. Also, new technologies like
smart meters and electric vehicle chargers, give consumers an opportunity to make
more environmentally-conscious choices.
Elevator Pitch
A smart grid is your power company’s investment in
technology that enables our electric grid to be more flexible,
reliable and environmentally friendly.
• Historically consumers have passively paid monthly electric bills
• Now utilities are evolving, combining power sources with new digital technology to enable the smart grid
• Smarter grids decrease CO2 emissions and the use of inefficient back-up power sources
• A smart grid decreases the frequency, duration and breadth of electricity outages
• Your utility can provide cleaner, smarter, more efficient electricity
• You can have more control of your energy usage and expenditures
Stump Speech
Examples
• ATMs, the Internet, mobile phones and Wi-Fi lacked understanding and broad
use when they emerged. Now we can’t imagine a world without them.
• Electricity can create the same kind of customer experience. The smart grid
makes interactivity with energy possible, easy and fun.
The CVP – Connecting with Customers
Scenario 1: John Smith and the Smart Thermostat
CVP Message: as the Smart Grid continues to evolve, utility
companies are getting better information about how consumers
use energy from smart meters to smart thermostats and that
information provides a more flexible, reliable and
environmentally-friendly electric grid that provides consumers
with increased flexibility and control over their electricity bills.
Scenario 3: The news media and summer grid strain
CVP Message: The smart grid decreases the frequency,
duration and breadth of electricity outages. In the event of a
storm, smart grid technologies restore your power quickly or
work to prevent an outage in the first place.
Scenario 2: Melissa Flores fears the Smart Meter
CVP Message: Utilities don’t collect private data. As
utilities invest in a smarter grid, they can provide
consumers with a more flexible, reliable and
environmentally-friendly electric grid.
CVP Messaging in Action
Scenario 4: A group of environmentally-conscious community members approaches your
company to learn more about how the smart grid can play a role in addressing climate
change and reducing emissions.
Key Message: Smarter grids will have a positive impact on the environment by
connecting more renewable sources of power, like wind and solar, and creating a more
reliable system that renders inefficient back-up power sources, like coal-fired power plants
and diesel generators, unnecessary.
Proof Points:
• The smart grid takes more trucks off the road, reducing emissions. A utility like DTE
Energy has removed 274,956 truck rolls avoiding nearly 2,474,604 miles of
unnecessary emissions.
• PG&E’s outage detection program has helped avoid more than 6,500 truck rolls and
reduced emissions by more than 61,000 pounds of CO2.
• PG&E's Net Energy Metering programs provide customers the ability to offset the cost
of electricity with their own renewable generation including rooftop solar. The Net
Energy Metering program’s combined capacity of customer generating systems for
PG&E included 181,171 installations and 1,533.7 MW generation as of June 2015.
Integrated Communications Marketing Plan
EXAMPLE: SMART GRID AWARENESS DAY
Host a Smart Grid Awareness Day during the summer, when electricity use is at the top of U.S.
consumers’ minds, and leverage the day to share CVP-related content.
Goal:
To increase awareness and overall favorability among adults 21-65 who are the household
electricity utility decision makers, and educate them about the smart grid through the
CVP, as well as inform and engage U.S. communities about the consumer benefits a
modernized grid yields.
Objective:
To champion the CVP message to power consuming consumers nationwide through a 12-18
month campaign that leverages SGCC members and a multi-media approach to increase
awareness by 4 percent.
Strategy #1
Raise awareness of the CVP message nationwide through diverse and interactive channels
that reach consumers.
Strategy #2
Amplify the CVP message and activities to enable consumers to participate in discussions,
while cultivating additional support and buy-in from industry stakeholders.
Commission the sixth edition of SGCC’s flagship research study, Consumer Pulse Wave, and
track and measure the national awareness, attitudinal and behavioral shifts among U.S.
consumers toward the smart grid.
Measure owned social and digital media analytics for growth, engagement and impressions on all channels.
Determine the total number of consumers reached from community outreach programs and partnerships.
Increased occurrence of member companies utilizing CVP materials in communications and participation in SGCC led activities.
Measure the CVP media coverage and calculate the consumer reach of publications.
Measure the tonality of article placements to achieve a percentage growth from negative -neutral to more of a neutral – positive.
How Do We Measure Success?
1
23
4
56
CVP in Action
CVP in Action
CVP in Action
CVP in Action
Advertising CampaignLow • Advertising on
news websites
• Promoted tweets
• Facebook ads
• Outbraincampaign
• Media interviews
• Partnering with SGCC members
• Radio PSAs
Med
ium • Digital displays in
airports
• Medium to large billboards
• Interior subway advertisements
• Bus exterior wraps
• Increased news website presence
Hig
h • Increased digital media presence
• Extended traditional marketing
• Regional workshops for utilities
• Promoted trends
• Television spots
Digital Media Digital + Traditional Fully Implemented
Ask the Audience