Sarah-Jane Campbell - Google - Responding to evolving energy consumer behaviour in the age of digital transformation

Sarah-Jane CampbellSenior Industry Manager for EnergyGoogle

[email protected]

RESPONDING TO EVOLVING ENERGY CONSUMER BEHAVIOUR

Disruption & the Energy Industry Conference Aug 31 2016

In the age of DIGITAL transformation

MOBILE IS OUR EVERYTHING 1

MICRO MOMENTS

Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users)

95of users will turn to their smartphone for immediate

information, ideas or advice

57of smartphone users turn to their phones because of a

conversation they are having

PERCENT PERCENT

I-WANT-TO-KNOW  MOMENTS  

HOW MICRO MOMENTS ARE RELEVANT TO THE ENERGY INDUSTRY

Thats-a-Huge-Bill

Moving-Home

I-Should-Be-Treated-Better

I-Want-To-Know-More

What-Are-My-Options

I-Need-A-Second-Opinion

How-Much-Will-I-Save

Is-It-Right-For-Me

Of searches in the energy retail industrywere on Mobile devices in 201638PERCENT

Mobile is perfect for ‘life admin’ research, great for preliminary steps to organise initial thoughts...

Emily, 25, WA metro

Portability, always on

hand – anywhere

Easy to access and review

info – light touch

At home, on the go,

multitasking – takes focus

away from how ‘mundane/

boring’ the task can beMaking the most of time – maximisation!

July 2016

“

MOBILE IS OUR EVERYTHING 1● Consumers are thinking mobile first, are

you?

● Mobile implies a greater sense of urgency, how frictionless is your response?

● Energy Consumers expectations are high, they want a seamless experience. Are you set up to deliver this?

CONSUMERS ARE HYPER INFORMED 2

of 3-4 year olds in Australia use a tablet 28PERCENT

TECHNOLOGICAL ADVANCEMENTS NEVER CEASE TO SURPRISE US

Confidential + Proprietary

DESKTOP MOBILE TABLET TV WEARABLE IN-CAR

WE HAVE ENTERED A WORLD OF SIX SCREENS AND COUNTING...

WORLD CUP 1994 THEN AND TODAY

19942016

2016

2016

Confidential & Proprietary

JOANNE’S ENERGY JOURNEY

Isn't it funny, you don't give much thought about electricity/energy providers but they are there for all those important moments aren't they? “

July 2016

WHEN ARE POWER AND ENERGY SOURCES IMPORTANT TO YOU?

Google Consumer Survey, Australia, August 2016

| 3 3.5BILLION | 16PERCENT

1 second mSite page speed improvement

SITE SPEED

=

2PERCENT

27%

=

faster

2PERCENTmore searches

100ms =

faster

1PERCENTmore revenue

conversions

● To your future consumers, being connected is the norm

● Advancements in technology are happening faster than ever before, 100% of us have a super computer in our pockets

● Time is money: Invest in speed on your mobile websites

CONSUMERS ARE HYPER INFORMED 2

TEST AND LEARN CULTURE USING DATA 3

(Source for mobile specific: Google Internal data, custom query baskets for energy related topics, Google.com.au search, Oz 2016)

Monthly searches for energy related topics2MILLION +

+124%Solar battery storage system cost

TOP TRENDING ENERGY TOPICS

+279%+222%

+179%

+111%+76%

+56%

Battery storage solar

Tesla powerwall

Solar battery storage price Tesla

solarbatterystorage

Offgridsolarsystemprice

Offgridsolarsystempackages

Source: Google Internal Data, Google.com.au Search Oz. Top growth energy queries, 2016 vs. 2015.

Source: Google Internal Data, Jan 2015 - Aug 2016, AU

How do solar panels work?

How many solar panels do I need?

how much is a tesla car?

what is nuclear fusion?

what are the positives of wind energy?

What do solar panels do?

how much does solar power cost

What is a tesla powerwall?

What is solar energy?

TOP QUESTIONS PEOPLE ARE ASKING ABOUT ENERGY

GOOGLE AND GOOGLEGEIST

DEEP MIND

STOCKHOLM SOUND

Whenever a flight is canceled, Red Roof Inn is

there to serve a traveler’s moment of need.

LOOKS-LIKE-I’M-STAYING-THE-NIGHT-MOMENTS

Winning an upper funnel moment within the

research phase of the purchase journey.

ONE-STEP-AT-A-TIMEMOMENTS

Extra Space Storage fuels mobile site

performance by speaking to the personas of

their different customer segments.

TIME-TO-GET-ORGANIZED MOMENTS

● Evolve beyond legacy metrics that don’t

reflect the new customer journey in a

mobile-first world

● Data in silos kills innovation

● Adopt a test and learn journey

TEST AND LEARN CULTURE USING DATA 3