Engaging Utility Customers with Online Videos
Published: September 15, 2010
Stephanie Spalding
Since Dominion Virginia Power’s Safety Rap video went viral with over 150,000 views, many utilities are getting into the game, using video to deliver content including TV commercials, information on energy conservation during peak times, and even lineman training. If you’re making the assumption that your customers aren’t looking for video content on your web site, you may be wrong. Customers no longer think of video as a cool addition to your web site; they now expect to find it when the content is best suited to delivery with video rather than text.
Marketing research firm eMarketer estimates that 66.7 percent of Internet users in the U.S.—that’s 147.5 million people—are watching video online each month; by 2014, that figure is expected to rise to 77.0 percent, or 193.1 million people. A site without video doesn’t seem to be using the web to its full potential. But video shouldn’t necessarily replace text—it should be another way of communicating to the people who prefer to get their messages via this medium.
So what makes a good video? The possibilities are vast, as long as you:
- Tell a useful and compelling story
- Get to the point—the first 15 seconds are critical for enticing viewers to keep watching
- Make the content easy to use and understand
- Have a clear purpose and call to action for the viewer
- Keep each video to less than four minutes—ideally not more than one or two minutes long
- Don’t over-produce—this isn’t Hollywood, your customers will just appreciate the ability to connect with you on a human level
One example of customer connection via video is the conversation between a customer, Rubin Quinones, and his utility, Consolidated Edison Co. of New York (ConEd). Quinones noticed on the envelope of his utility bill that ConEd had a Facebook page, and he was curious why a utility would be on that social network. He posted his question via video to YouTube and, lo and behold, ConEd saw it and responded through the same channel. Impressed with ConEd’s reply, Quinones posted another video thanking the utility for its candid response. Check out the dialogue for yourself.
This is a great example of a positive, public customer interaction that humanizes the utility. As Quinones states, the video response from ConEd “shows they care.” He goes on to say, “It’s not just about the monthly bill—there’s a human element. I got to see two faces and connect with them as human beings even though we’ve never met.” The public nature of this conversation also means that it’s not only limited to Quinones and ConEd—it also builds brand equity for other customers and viewers. Although ConEd responded to Quinones and created a great customer experience, the response was also general enough that it explains the benefits of ConEd’s Facebook page to other viewers. It’s a win-win!
To see examples of other utility videos, browse our YouTube Subscriptions page, where we’ve collected more than 90 utility video channels in one place.
E Source has more information about integrating new communication channels such as video, social media, and mobile Internet into your web strategy. Contact Andrew Heath, director of E Source Customer Satisfaction Services, for more information. |
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About the Author
Stephanie Spalding
SENIOR RESEARCH ASSOCIATE, E SOURCE
Stephanie Spalding, a senior research associate at E Source, focuses on energy-efficiency programs, social media, marketing, customer care and communications, and e-business topics. Earlier in her career, Stephanie was a marketing analyst at D&R International, specializing in the U.S. Department of Energy’s Energy Star program for windows, doors, and skylights. |
