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MANAGING SOCIAL MEDIA COMMUNICATIONS WITH UTILITY CUSTOMERS ALISON COX COMMUNICATIONS MANAGER SWEDE MAY 2, 2013 COMMUNICATING WITH CUSTOMERS Social Media Presence • Use social media to host the conversation • • • • • Dedicated communications staff person controls messages in crisis Proactive invitations to public meetings Track mentions via Google alerts and use staff/retiree intelligence Press for corrections via social media as soon as possible Use social media to highlight accurate news & favorable Op-Eds Customer Self-Service Tools • Make sure social media guidelines align with existing employee policies • Hootsuite and company code-of-conduct specific training • • • • Seasoned agents work only with supervision Agents respond primarily after-hours to customer-specific issues Members of the media are always handled by communications Four-step process to socially brand executives: favorite, RT, MT, tweet SOCIAL MEDIA PRESENCE BASIC PRINCIPLES OF SOCIAL MEDIA Be Authentic An intern is not a strategy • Digital natives aren’t necessarily brand ambassadors • Good judgment requires experience Get to know your fans • Measure conversions from passive following to active sharing • Extra credit for neutralizing a complainer or getting a foe to like you Not everyone deserves a response • Conversion from cursing to praising may be possible with respect • Flag as inappropriate for review by third party given Terms of Use • List belligerent posters privately Proactive Marketing and Reactive Customer Care SOCIAL MEDIA IS VISUAL CUSTOMER SELF-SERVICE TOOLS MOBILE OPTIMIZATION WHAT WE’VE LEARNED Smartphone and tablet functionality • • • • HTML5 mobile web NOT app development iFactor mobile-friendly StormCenter map with weather radar, ETOR iFactor Notifi SMS outage ticket creation with ETOR updates iFactor Notifi outage portal for multiple mobile devices and accounts Measure success • • • • Increase in self-service mobile tools reducing social media mentions Conversing in the customer’s medium of choice, private or public Capture feedback in the customer’s medium of choice Use feedback to make improvements faster PROOF OF PERFORMANCE QUESTIONS? Alison Cox Oncor Communications Manager [email protected] • facebook.com/oncor • twitter.com/oncor • flickr.com/oncor • youtube.com/oncor • instagram.com/oncordelivers • pinterest.com/oncor • linkedIn.com/company/oncor-electric-delivery • stormcenter.oncor.com • oncor.ifactornotifi.com