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Who’s In, Who’s Out: National Trends and Drivers of Efficiency-Program Participation
UMC 2012 Presentation
April 30, 2012
It’s becoming increasingly crucial for marketers to be able to understand the key drivers of participation and to determine which customer segments to target for specific programs. It’s also worth knowing how program participation alters customer satisfaction and the customers’ perception of a ...
Content type: Slides, Utility Marketing Conference | Author: Aleana Reeves, Rachel Cooper
Why Utility Customer Experience Matters and What It Means for You
UMC 2012 Presentation
April 12, 2012
“Customer experience management” has been a buzz phrase for several years outside of the utility industry, but it’s now starting to gain traction in the utility world. What is customer experience management? Why should you care? How do you get started? This session will pull many of the conference’s ...
Content type: Slides, Utility Marketing Conference | Author: Maureen Russolo
Driving the NASCAR Boom: Creating Sticky Brands with Marketing Adrenaline
UMC 2012 Presentation
April 11, 2012
NASCAR is one of the most powerful brands in the U.S., and it enjoys some of the most rabid and loyal fans anywhere in the world. But how did this juggernaut come to be? What marketing and communications techniques does the parent brand, its largest affiliated raceways (such as the Charlotte and Bristol ...
Content type: Slides, Utility Marketing Conference | Author: Logan McCabe
From High Tech to Low Energy: Finding the Key to Behavior Change
UMC 2012 Presentation
April 11, 2012
High-tech companies need to meet their customers' requirements for functionality, speed, and user interface to compete in their fast-paced markets. One way they accomplish this is through user-centered design, which endeavors to understand the user experience (UX) inside and out. Utilities can apply ...
Content type: Slides, Utility Marketing Conference | Author: Susan Mazur-Stommen
Best Buy Innovation: Designing and Delivering a New In-Store Customer Experience
UMC 2012 Presentation
April 11, 2012
Our in-depth and intriguing closing plenary will look at Best Buy’s evolving customers and marketplace. Then we’ll dive into the carefully crafted decision to redesign the company’s in-store customer experience. We’ll get direct guidance from the man who conceptualized, designed, and developed ...
Content type: Slides, Utility Marketing Conference | Author: Kris Bowring
Making the Customer Central to the Mission: Duke’s Journey
UMC 2012 Presentation
April 11, 2012
Duke Energy will join us to discuss the trends, data, and long-term thinking that support its new customer-centric perspective and business strategy. What converging forces shaped this bold new approach, and what does this mean for our industry and our relationship with customers?
Content type: Slides, Utility Marketing Conference | Author: Susie Adams
Business Behavior-Change Case Study: Envision Charlotte
UMC 2012 Presentation
April 11, 2012
Behavior-change programs have been attracting a lot of attention, but despite their proven benefits, relatively few programs have been geared toward business customers. We build on the social marketing discussion by demonstrating the community aspect of business operations. Envision Charlotte is a community ...
Content type: Slides, Utility Marketing Conference | Author: Tom Shircliff, Vincent Davis
They Really Like Me! Social Marketing Touches a Nerve with Businesses
UMC 2012 Presentation
April 11, 2012
You’ve heard about successful social marketing strategies that influence behaviors by emphasizing social norms and creating incentives through public transparency. But what does that mean for your business customer marketing? We’ll highlight successful case studies in which utilities used the social ...
Content type: Slides, Utility Marketing Conference | Author: Heather Mulligan
Advancing Utility Marketing ROI Measurement
UMC 2012 Presentation
April 11, 2012
In the utility industry, measuring the return on investment (ROI) for marketing is difficult. Con Edison leverages a tactic called marketing mix modeling (MMM) that’s used in other industries, and is exploring its potential for utilities. Come to this session ready to learn about how MMM can be applied ...
Content type: Slides, Utility Marketing Conference | Author: Madlen Massarlian
Marketing Success with Business Customer Segmentation
UMC 2012 Presentation
April 11, 2012
We have a confession: We’re tired of talking about how to segment business customers. Instead, we’re going to talk about ways that utility marketers are using segmentation to stop wasting time and money and to drive results.
Content type: Slides, Utility Marketing Conference | Author: David Schoenberg
Marketing Success with Business Customer Segmentation
UMC 2012 Presentation
April 11, 2012
We have a confession: We’re tired of talking about how to segment business customers. Instead, we’re going to talk about ways that utility marketers are using segmentation to stop wasting time and money and to drive results.
Content type: Slides, Utility Marketing Conference | Author: David Werth
The Relentless Pursuit of a Human-Centered Approach to Innovation
UMC 2011 Presentation
April 6, 2011
How does Apple keep coming up with groundbreaking devices that blow away the competition? How does Amazon learn what its customers love without ever meeting them? Why does Starbucks look and feel the way it does? Each of these questions can be answered by looking at markets through the lens of “design ...
Content type: Slides, Utility Marketing Conference | Author: Bill LeBlanc
Marketing in the Utility Industry: Moving Toward Best Practices
UMC 2011 Presentation
April 6, 2011
We’ll hear an expert’s view of demand-side management marketing and outreach initiatives in California, along with ideas for improving our industry’s efforts. We’ll touch on critical issues such as market research, message development, channel selection, and execution. Then, we’ll learn best ...
Content type: Slides, Utility Marketing Conference | Author: Matthew Burks
Marketing in the Utility Industry: Moving Toward Best Practices
UMC 2011 Presentation
April 6, 2011
We’ll hear an expert’s view of demand-side management marketing and outreach initiatives in California, along with ideas for improving our industry’s efforts. We’ll touch on critical issues such as market research, message development, channel selection, and execution. Then, we’ll learn best ...
Content type: Slides, Utility Marketing Conference | Author: Kim Thompson
2011 E Source Residential Energy-Use Studies
UMC 2011 Presentation
April 6, 2011
E Source shares the results of the 2011 Residential Energy-Use Studies.
Content type: Slides, Utility Marketing Conference | Author: Aleana Reeves
Building Engagement with SMB Customers
UMC 2011 Presentation
April 5, 2011
One of today’s most innovative marketers in the small and midsize business (SMB) space will discuss his work building engagement and community for Intuit. He’ll provide tested guidance for capturing business customers and fostering ongoing engagement through online channels. The leader of a cutting-edge ...
Content type: Slides, Utility Marketing Conference | Author: Ken Chen
Building Engagement with SMB Customers
UMC 2011 Presentation
April 5, 2011
One of today’s most innovative marketers in the small and midsize business (SMB) space will discuss his work building engagement and community for Intuit. He’ll provide tested guidance for capturing business customers and fostering ongoing engagement through online channels. The leader of a cutting-edge ...
Content type: Slides, Utility Marketing Conference | Author: Douglass Qualls
Best Practices in Energy Marketing
UMC 2011 Presentation
April 5, 2011
The sale of green power has historically been an area of innovation in utility marketing. You’ll hear from one of the U.S.’s leading green power marketers about what it takes to convince customers to go renewable. We’ll also hear from a social marketing expert about two exciting regional programs ...
Content type: Slides, Utility Marketing Conference | Author: Brian F. Keane
Residential Marketing Messages for Change and Action
UMC 2011 Presentation
April 5, 2011
We’ll take an uncommonly deep dive into market research conducted in California, including ethnographic research. The studies revealed powerful nuances in the language of energy, what utility concepts customers really understand, and leading segmentation methods. From this research, the next step ...
Content type: Slides, Utility Marketing Conference | Author: Anne Dougherty
Residential Marketing Messages for Change and Action
UMC 2011 Presentation
April 5, 2011
We’ll take an uncommonly deep dive into market research conducted in California, including ethnographic research. The studies revealed powerful nuances in the language of energy, what utility concepts customers really understand, and leading segmentation methods. From this research, the next step ...
Content type: Slides, Utility Marketing Conference | Author: Hunter Marshall
Best Practices in Energy Marketing
UMC 2011 Presentation
April 5, 2011
The sale of green power has historically been an area of innovation in utility marketing. You’ll hear from one of the U.S.’s leading green power marketers about what it takes to convince customers to go renewable. We’ll also hear from a social marketing expert about two exciting regional ...
Content type: Slides, Utility Marketing Conference | Author: Adam Capage
Connecting Smart Meters with Human Actions: Integrating Behavior and Energy Information
UMC 2011 Presentation
April 5, 2011
Smart meters and related sensing technologies promise that energy information will change energy use. However, poorly designed interactions with energy information can jeopardize billion-dollar infrastructure investments. The current problems are numerous: Sensor information is complex and dull, incentives ...
Content type: Slides, Utility Marketing Conference | Author: Dr. Carrie Armel
Social Media Basics and Industry Context: Web 2.0 and Social Media for Utilities
Let's Get Social 2010 Slides
April 8, 2010
Become the social media expert for your organization and get a solid social media foundation during this session. We’ll define social media within the context of Web 2.0, explain why social media represents a logical evolution of the web (how did we end up with Facebook and Twitter anyway?), and ...
Content type: Slides, Utility Marketing Conference | Author: Matthew Burks
Social Media: Pacific Gas and Electric's Journey
Let's Get Social 2010 Slides
April 8, 2010
Become the social media expert for your organization and get a solid social media foundation during this session. We’ll define social media within the context of Web 2.0, explain why social media represents a logical evolution of the web (how did we end up with Facebook and Twitter anyway?), and ...
Content type: Slides, Utility Marketing Conference | Author: Craig Cussimanio
Social Media at Dominion
Let's Get Social 2010 Slides
April 8, 2010
Become the social media expert for your organization and get a solid social media foundation during this session. We’ll define social media within the context of Web 2.0, explain why social media represents a logical evolution of the web (how did we end up with Facebook and Twitter anyway?), and ...
Content type: Slides, Utility Marketing Conference | Author: Stephen Lackey
Customer Service and Social Media: The Qwest Method
Let's Get Social 2010 Slides
April 8, 2010
There are a lot of social media experts talking about “strategy” right now, but few understand the unique legal, cultural, and regulatory challenges that utilities face as public-facing entities under constant scrutiny. In this session, we’ll examine the many factors that will influence ...
Content type: Slides, Utility Marketing Conference | Author: James Clark and Michael Crowley
Avista Utilities: It's All About the Blog (and Anything Else)
Let's Get Social 2010 Slides
April 8, 2010
There are a lot of social media experts talking about “strategy” right now, but few understand the unique legal, cultural, and regulatory challenges that utilities face as public-facing entities under constant scrutiny. In this session, we’ll examine the many factors that will influence ...
Content type: Slides, Utility Marketing Conference | Author: Dan Kolbet
Social Media Strategies to Create Winning Results
Let's Get Social 2010 Slides
April 8, 2010
Theory is nice, but the real learning comes from the front lines! This session will focus on highly relevant and informative case studies from social media experts from across the country. We’ll gain real-world insight on the issues, decisions, and potential pitfalls that you may run into along ...
Content type: Slides, Utility Marketing Conference | Author: Kelley Ryan
Social Media Case Study
Let's Get Social 2010 Slides
April 8, 2010
Theory is nice, but the real learning comes from the front lines! This session will focus on highly relevant and informative case studies from social media experts from across the country. We’ll gain real-world insight on the issues, decisions, and potential pitfalls that you may run into along ...
Content type: Slides, Utility Marketing Conference | Author: Eric Isaacson
Xcel Energy Lights Out Lunch Program
Let's Get Social 2010 Slides
April 8, 2010
Theory is nice, but the real learning comes from the front lines! This session will focus on highly relevant and informative case studies from social media experts from across the country. We’ll gain real-world insight on the issues, decisions, and potential pitfalls that you may run into along ...
Content type: Slides, Utility Marketing Conference | Author: Stacy Ingram
