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SOCIAL MEDIAA 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 communicationtool, 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?– 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?– 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
• 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?– 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
• 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.
Laurie ParkerNashville Electric ServiceEmail: [email protected] site: www.nespower.comTwitter: http://twitter.com/nespowerFacebook: www.facebook.com/NESpowerYouTube: www.youtube.com/NashvilleElectric
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