SOCIAL MEDIA

SOCIAL MEDIA
A Hero From the Flood and a
Call Center’s Best Friend
May 1-3, 2010
Our Noah’s Ark
Web 2.0 Defined
Web 2.0: the Internet as a communication
tool, not just a source of information
On the Go
• This Just In…
Twitter has
experienced a 347%
jump since a year
ago in people
accessing their site
via mobile browser
Simply Put…
• Social media is a tool to help businesses
engage with customers
• New outlets do not replace existing
channels of communication
• Social media is customer service
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
• Launched http://twitter.com/nespower in
March 2009
NES on Twitter
• Who is following us?
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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?
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Power outage updates
Conservation tips
Promoting NES programs/activities
Directing people to the NES website
Linking to new “how to” videos
General NES news
Answering questions on the NES Twitter feed
NES on Facebook
• Launched “Edison’s Conservation Corner”
in March 2009
– Went live with www.facebook.com/NESpower
one month later in April
– NES currently has over 730 fans
NES on Facebook
• Who are our fans?
NES on Facebook
NES on YouTube
• Launched YouTube channel in June 2009
www.youtube.com/user/NashvilleElectric
The Rains Came Down
The Flood Came Up
NES Flood Damage
Handling the Workload
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Met with department heads every morning
Created daily summary and talking points
Updated website and social media channels
Answered direct tweets/posts
Responded to media calls/interviews
Took turns monitoring Twitter & Facebook
Signed off every night around 9 p.m.
Handling the Workload
• Lots of Chatter
Handling the Workload
• Support in Unlikely Places
Handling the Workload
• Did Social Media Pay Off?
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Impact on call center volume
Quality of conversations online
First contact resolution
Happy customers
No rampant rumors or hysteria
Traditional Channels
• Other Communication Efforts
– Daily news conferences with Mayor and other
city officials
– Community meetings in hardest hit areas
– “We Are Here to Help” print and online ads
– Flyers and door hangers for flood victims
NES on Twitter
• High Bill Complaints
NES on Twitter
• NES Call Center Problems
NES Online
• Energy Efficiency
NES on Facebook
• Customer Interactions
Measuring Results
• Return on Interaction
– Monthly Status Reports
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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 it have?
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.
Contact Info
Laurie Parker
Nashville Electric Service
Email: lparker@nespower.com
Web site: www.nespower.com
Twitter: http://twitter.com/nespower
Facebook: www.facebook.com/NESpower
YouTube: www.youtube.com/NashvilleElectric