nes social media evolution

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Nashville Electric Service Our Social Media Evolution

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Nashville Electric Service incorporates social media into communications strategy and planning.

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Page 1: NES Social Media Evolution

Nashville Electric ServiceOur Social Media Evolution

Page 2: NES Social Media Evolution

About NES

• One of the 12 largest public electric utilities in the nation

• Buy power from the Tennessee Valley Authority

• Serve more than 357,000 customers within a 700 square mile area

• Revenues of $1 billion each year

Page 3: NES Social Media Evolution

NES on Twitter

“The messaging system we didn't know we needed until we had it.”

Page 4: NES Social Media Evolution

NES on Twitter

• Launched http://twitter.com/nespower on March 2, 2009– One month later NES had 170 followers– Current Stats

• NES has 1,513 followers

• NES is following 1,158 profiles

Page 5: NES Social Media Evolution

NES on Twitter

• Who is following us?– Residents– Businesses and non-profit organizations– Other electric utilities across the country– Media outlets/news reporters– Energy consultants– Green/environmental organizations

Page 6: NES Social Media Evolution

NES on Twitter

• What are we posting about?– Conservation tips– Promoting NES programs– Directing people to the NES website– Power outage information– Linking to new “how to” videos– General NES news– Answering questions on the NES Twitter feed

Page 7: NES Social Media Evolution

NES on Twitter

• Number of Tweets

Page 8: NES Social Media Evolution

NES on Facebook

• Launched “Edison’s Conservation Corner” on March 23, 2009 – Went live with www.facebook.com/NESpower

one month later on April 23, 2009– NES currently has 398 fans

Page 9: NES Social Media Evolution

NES on Facebook

• Facebook Growth Chart

Page 10: NES Social Media Evolution

NES on Facebook

• Who are our fans?

Page 11: NES Social Media Evolution

NES on Facebook

• What do we use it for?– Posting news– Sharing conservation tips– Providing links to NES website– Posting photos and videos– Posing questions to spark discussion

Page 12: NES Social Media Evolution

NES on YouTube

• Launched YouTube page on June 30, 2009 www.youtube.com/user/NashvilleElectric– Channel Views: 1,336– Videos Posted: 12– Subscribers: 7

Page 13: NES Social Media Evolution

NES on YouTube

Top Videos% of Total

Views

Learn How To Read Your Electric Meter 34

Learn How To Insulate Your Attic 22

Nashville Sounds Baseball Players Share Tips 9.3

Tips For Saving Money On Your Electric Bill 4.4

Free Energy Conservation Kit 3.9

Pay Your NES Bill At Local Kiosks 3.5

Page 14: NES Social Media Evolution

NES Online

• Behind-the-Scenes Strategies– Staff time to manage all 3 accounts

• About an hour per day

– All news releases go to Social Media account manager prior to releasing them to the media

– Major stories announced on Twitter first

Page 15: NES Social Media Evolution

NES Online

• Monitoring– Daily searches to see what people are saying

about NES in their posts.• Search by keywords (NESpower, NES, Nashville

Electric Service, Nashville power out, NES bill)

• Not a lot of negative information out there

Page 16: NES Social Media Evolution

NES Online

• Security Issues– Twitter

• Anyone can follow us, but we do patrol for spammers

– Facebook• Cannot control who becomes a fan or what

comments are posted

• No problems with negative/inappropriate posts

Page 17: NES Social Media Evolution

NES Online

Social Media is…

Customer Service

Page 18: NES Social Media Evolution

NES on Twitter

• Power Outage Updates

Page 19: NES Social Media Evolution

NES on Twitter

• High Bill Complaints

Page 20: NES Social Media Evolution

NES on Twitter

• NES Call Center Problems

Page 21: NES Social Media Evolution

NES Online

• Energy Efficiency

Page 22: NES Social Media Evolution

NES on Facebook

• Customer Interactions

Page 23: NES Social Media Evolution

So easy a caveman can do it.Taking the next step...

Page 24: NES Social Media Evolution

Strategic Planning

• People are following us…now what?

• How will we manage social media during a crisis?

• Can we create a social media policy for employees that works?

• Can we measure our efforts?

Page 25: NES Social Media Evolution

NES Online

• Promoting Social Media Channels– Bill stuffers– Customer newsletter– Icons on NES homepage and links on website– Cross referencing among three sites– Lunch & learn session for employees– Word of mouth

Page 26: NES Social Media Evolution
Page 27: NES Social Media Evolution

Promoting Channels

• URL addresses on marketing materials/ads

Page 28: NES Social Media Evolution

Promoting Channels

• YouTube videos news release

Page 29: NES Social Media Evolution

Promoting Channels

Page 30: NES Social Media Evolution

Forward Progress

• Facebook– Post trivia questions or hosting competitions

with interesting giveaways– Utilize the Event function on Facebook to

create listings for NES sponsored events– Increase photo albums on NES page (both

public and internal events)

Page 31: NES Social Media Evolution

Forward Progress

• Twitter– Include text on upcoming conservation ads that

encourage people to follow us and tweet using a certain hashtag

Page 32: NES Social Media Evolution
Page 33: NES Social Media Evolution

Forward Progress

• YouTube– Post YouTube videos on NES website– Customer testimonials on energy conservation– Video Contest – Worst Energy Hog on the

Block

Page 34: NES Social Media Evolution

Measuring Results

• What’s our Return on Investment?– Monthly Status Reports

• Six Questions to Ask– Who interacted?

– What was discussed/shared?

– Where were the conversations happening?

– When did the results happen?

– Why were customers engaging?

– How much of an impact did the social marketing have?

Page 35: NES Social Media Evolution

Measuring Results

• What’s our Return on Investment?– Focus Groups– Benchmarking against our peers– Leverage social media in crisis– Use free tools to track activity

• TwitterAnalyzer, TwitterGrader, Facebook Insights and BlogPulse

Page 36: NES Social Media Evolution

Measuring Results

• Posts from some of our followers:– AuntBShut up! Not only can I pay my power bill online

in a pleasant and easy manner, @NESpower has a twitter feed and thanked me. Cool.

– catalystrxn@auntb Well, that's pretty cool! I think @nespower's customer svc on twitter is surprising in a good way!

– mmasseur8@nespower it's cool to see a utility using Twitter. Are there others like you that get it?

– energythoughtsNES is certainly ahead of the curve.

Page 37: NES Social Media Evolution

Laurie ParkerNashville Electric ServiceEmail: [email protected] site: www.nespower.comTwitter: http://twitter.com/nespowerFacebook: www.facebook.com/NESpowerYouTube: www.youtube.com/NashvilleElectric