Energy Utilities SCCE - SCCE Official Site · marketing with social media to pr omote energy efficiency and reach new customers. Naming eaglets born on their property – Grew the
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Scientists & Researchers Information exchange Collaboration
IT Investigation of security breaches
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Opower
– Working with Facebook to develop an app to let customers share and compare their energy use on the social media platform
DTE Energy
– Teamed up with the Detroit Red Wings on a campaign combining event marketing with social media to promote energy efficiency and reach new customers. Naming eaglets born on their property
– Grew the utility's social media presence from 250 fans to more than 7,500 in just two weeks
Puget Sound Energy
– The utility’s customers can use Twitter and Facebook to report outages
Memphis Light, Gas and Water (MLGW)
– Twitter for power outages, emergencies, customer service, engagement
Basin Electric Power Cooperative
– Twitter for company news, careers, highlights strengths, engagement
Social media success stories in Energy & Utilities
And some early successes in Financial Services
UK’s Largest Corporate Bank now enables clients to engage with each other and the Bank in an online community.
An FA at a major wire house client noticed a new LinkedIn client changed her status to “retired”, in mailed her, and ultimately won a $2.75m new account
An FA at a regional wire house client landed a $1m new account after only 93 tweets of moderated content were sent through Socialite
An FA at a national wire house client with deep energy industry experience and new to the wealth management world, used LinkedIn securely through Socialite and in a few weeks constructed a network of 400+, global energy industry contacts he could then effectively prospect to
At Raymond James, 1000 FAs signed on to use social media through Socialite in the first three weeks of its enablement.
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Risks of Using Social Media and Web 2.0
Data Leakage
Personal Information
Intellectual Property
Credit Card, SSN
Client Records
Incoming Threats
Malware, Spyware
Viruses, Trojans
Inappropriate Content
Compliance & eDiscovery
SEC, FINRA
HIPAA, FISMA
SOX, PCI, FSA
FRCP- eDiscovery
FERC, NERC
User Behavior
Employee Productivity
Bandwidth Explosion
Every employee is the face of business
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Overview of Regulation & Compliance
Federal Energy Regulatory Commission (FERC)
– Record keeping / ethical walls (marketing and transmission functions)
North American Electric Reliability Corporation (NERC)
– Prevent fraud by traders / governs communications, supervisory procedures for email, websites, social media in communicating with the public
National Futures Association (NFA)
– Supervision / monitoring forum / communities where futures or forex discussed to prevent misleading content, electronic communications and communications with the public and promotional material
Energy and Utilities Regulations
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What Can Go Wrong?
Gulf of Mexico BP Oil Spill
Fake ExxonMobile employee tweeting ‘brand jacked’
Jenny Ta
Fedex & Ketchum
Nestle & Greenpeace
Relevant ContentPersonal BrandIntegrated Strategy
Measure & AnalyzeEducate and TrainCrowdsource
Best Practices: Six Keys to Social Media Success
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What can you easily do to mitigate risks
1. Understand your firms landscape, get visibility.
2. Engage stakeholders in policy setting. Set the policy.
3. Consider and address the risks, in a granular fashion.
4. Protect your network from malware, phishing, attacks, data leakage
5. Issue and implement best practice guidelines.
6. Understand and manage the fallibility of human beings.
7. Record and retain (appropriate) communications.
8. Provide education for your users on acceptable and appropriate use.