Itron Utility Week October 23, 2012 · PDF filemobile technologies to turn communication intomobile technologies to turn communication ... Social LUMAscape, ... Facebook advising app

OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE8 October 2012

Social EnergyItron Utility WeekyOctober 23, 2012

Nicole PoindexterOpower, Director of Global Business Development

What is the Social Web?

Social Media refers to the use of web-based and mobile technologies to turn communication intomobile technologies to turn communication into

an interactive dialogue. …

"a group of Internet-based applications that allowa group of Internet-based applications that allow the creation and exchange of user-generated

content.”

28 October 2012 Source: en.wikipedia.org/wiki/Social_media

Social Web is Massive and Used by All

Gender Education

Age Geography

38 October 2012 Source: Nielsen Social Media Report Q3 2011

Source: Social LUMAscape, Luma Partners 2012

What’s Interesting about the Social Web?

Extension of real life identities, interests, personalitiesNetworks of real people with real relationships

C f fCommunities formed out of those people

SharingWord of mouthWord of mouth

Viral distribution effects

58 October 2012

What does this mean for utilities and energy

providers?providers?


78 October 2012

10% of Consumers Interact With Their Utilities Through Social MediaUtilities Through Social Media

88 October 2012 Source: Pike Research, “Social Media in Utility Industry”, Q1 2012

Social Media to Broadcast Information

MarketingMarketing

Media Relations

Consumer Research

Customer Service

Community Outreach

Energy Efficiency

Customer Engagement

9

g g


MarketingMarketing

Media Relations

Consumer Research

Customer Service

Community Outreach

Energy Efficiency

Customer Engagement

10

g g


MarketingMarketing

Media Relations

Consumer Research

Customer Service

Community Outreach

Energy Efficiency

Customer Engagement

11

g g


MarketingMarketing

Media Relations

Consumer Research

Customer Service

Community Outreach

Energy Efficiency

Customer Engagement

12

g g


MarketingMarketing

Media Relations

Consumer Research

Customer Service

Community Outreach

Energy Efficiency

Customer Engagement

13

g g


MarketingMarketing

Media Relations

Consumer Research

Customer Service

Community Outreach

Energy Efficiency

Customer Engagement

14

g g


MarketingMarketing

Media Relations

Consumer Research

Customer Service

Community Outreach

Energy Efficiency

Customer Engagement

15

g g

Driving EE and Customer Engagement


Social Web to Deepen Customer EngagementEngagement

1. Engage users

2 B ild it2. Build community

3 Influence conversations3. Influence conversations and behavior

17

Social Identity + Energy Profile + Community

UtilitiesFacebook advising app

development, providing access to social media experts, and

bringing in partners to initiativebringing in partners to initiative

NRDC bringing partnerSocial Web +Energy Profile

C iti Organizations

NRDC bringing partner relationships to initiative (utilities, communities, research institutions)

Communities(Towns, Cities)

Organizations(Non-Profits,

Schools, Churches)

OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 188 October 2012

The Beginning of a Worldwide Network17 utilities, 21M households

≈

OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 19

*Not all clients shown due to client confidentiality






Used under 100 kWh in a

month

OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE

Tree HouseWith less than 100 kWh of energy used this month, you're in the lowest 5% of users. Sure, sleeping in a tree house may seem unconventional, but think of all the money you save on lighting and heating!


Crystal earned the Tree House badge Oon Opower.

Stereo badge

Since joining, you've reduced b 100 kWhyour energy use by 100 kWh -

that's enough energy to power a stereo system for a year!

Got Started badge

Tree House badge

Stereo badge

5% Reduction


badge badge badge Reduction

Driving Energy Conversations


Groups to Drive Community Involvement


ComEd’s page


Compete for Challenges


Partnerships to Drive Consumer Activation


To Sum it Up…

» Shift focus toward people and their networks

» Integrate social into your consumer» Integrate social into your consumer experience

» Utilize platforms

» Provide unique social experiences» Provide unique social experiences


OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE8 October 2012

Th k Y !Thank You!social.opower.com

Contact Info:Contact Info:

Nicole [email protected]@Opower

Itron Utility Week October 23, 2012 · PDF filemobile technologies to turn communication intomobile technologies to turn communication ... Social LUMAscape, ... Facebook advising app

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