nes social media evolution
DESCRIPTION
Nashville Electric Service incorporates social media into communications strategy and planning.TRANSCRIPT
Nashville Electric ServiceOur 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
NES on Twitter
“The messaging system we didn't know we needed until we had it.”
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
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
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
NES on Twitter
• Number of Tweets
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
NES on Facebook
• Facebook Growth Chart
NES on Facebook
• Who are our fans?
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
NES on YouTube
• Launched YouTube page on June 30, 2009 www.youtube.com/user/NashvilleElectric– Channel Views: 1,336– Videos Posted: 12– Subscribers: 7
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
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
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
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
NES Online
Social Media is…
Customer Service
NES on Twitter
• Power Outage Updates
NES on Twitter
• High Bill Complaints
NES on Twitter
• NES Call Center Problems
NES Online
• Energy Efficiency
NES on Facebook
• Customer Interactions
So easy a caveman can do it.Taking the next step...
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?
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
Promoting Channels
• URL addresses on marketing materials/ads
Promoting Channels
• YouTube videos news release
Promoting Channels
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)
Forward Progress
• Twitter– Include text on upcoming conservation ads that
encourage people to follow us and tweet using a certain hashtag
Forward Progress
• YouTube– Post YouTube videos on NES website– Customer testimonials on energy conservation– Video Contest – Worst Energy Hog on the
Block
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?
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
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.
Laurie ParkerNashville Electric ServiceEmail: [email protected] site: www.nespower.comTwitter: http://twitter.com/nespowerFacebook: www.facebook.com/NESpowerYouTube: www.youtube.com/NashvilleElectric