Customer Engagement Archives - Page 13 of 19

Should Your Energy Utility Have a TikTok Account?

The popular video-sharing app TikTok has been making headlines lately. It may leave you wondering if you’re missing out by not connecting with customers on the trendy social media platform. But does your energy utility really need a TikTok account?

It depends.

Every company that embraces the world of social media needs to go into it knowing that each platform attracts very different audiences. This is true especially for energy utilities.

Instead of jumping onto every new social media fad, take time to evaluate your energy utility’s marketing goals and understand the value of each platform. You don’t need a presence on every platform; you need a presence on the right platforms for your brand and audience.

What is TikTok?

TikTok allows users to create and share short-form videos that can range from 15 seconds to three minutes long. Creators sync videos with trending sounds and songs, as they perform dances, act out skits or offer informational tips and tricks. Basically, TikTok offers a bit of everything to its more than 1 billion monthly active users who tune in to laugh, learn or simply be entertained by quick video content.

How to determine if TikTok is the right social platform for your energy utility

Before creating a new account for your energy utility, follow this five-step process to determine how TikTok fits into your social media strategy.

Know your engagement goals
Determine if TikTok is the best platform to focus on
Identify if your audience uses TikTok
Analyze your analytics options
Draft a content strategy

Know your engagement goals

What are you trying to achieve with social media? Are you trying to drive program participation, share informational content or simply just “show up”? Know what is motivating your energy utility to join a new social media platform before you jump in.

Determine if TikTok is the best platform to focus on

With other social networks like Facebook, Twitter or Instagram, you can simply take premade content and post it. TikTok, on the other hand, requires you to research trending topics, hashtags, sounds and songs, visual effects and more to create a relevant video that people will want to watch. The most successful videos utilize trending sounds, hashtags and challenges. Before starting your account, decide if you have the resources needed to support a TikTok account.

Identify if your audience uses TikTok

Like all marketing efforts, you should focus on the platforms and channels that help you reach your target audience. Look into the demographics of each social media platform you’re interested in using, starting with TikTok.

The age groups that use TikTok and Facebook differ, according to the Pew Research Center.

TikTok:

21% of U.S. adults
48% of 18- to 29-year-olds
22% of 30- to 49-year-olds
14% of 50- to 64-year-olds

Facebook:

69% of U.S. adults
70% of 18- to 29-year-olds
77% of 30- to 49-year-olds
73% of 50- to 64-year-olds

There is a plethora of research available on the demographics of any social platform. Use these resources to your advantage to decide which is right to reach your energy utility’s target audience.

Analyze your analytics options

Each social media platform has its own realm of analytics to monitor your engagement, reach, follower count and more. Still, every platform is different.

All TikTok accounts have access to analytics, but you’ll need a Business Account (formerly known as a Pro Account) to gain deeper access to metrics. Even then, some metrics show seven days’ worth of data, while others offer a seven- or 28-day look into the past. And any metrics related to time of day are not presented in your local timezone — they’re in Coordinated Universal Time (UTC) — so you’ll need to convert them before interpreting the data.

Make sure TikTok’s analytics options will support your utility’s engagement goals.

Draft a content strategy

Lastly, you’ll want to develop a content strategy that will put your energy utility on the map and determine if — and how — TikTok fits in. Do you want to stick with infographics, articles and quizzes? Or are you willing to produce your own videos, showing your lineworkers in action or listing ways to save energy and money that sync to a popular song? Decide if TikTok fits into your overall content strategy before dedicating time and resources to the social platform.

TikTok Content Strategy for Energy Utilities

Engaging TikTok videos can take on different forms, from comedic performances to strictly informative tips. Choose one — or a mix of several — of these formats to achieve your energy utility’s social media goals.

Education. Teach customers how to read their energy bill or how time-of-use rates work through informative videos.
Life Hacks. Whether it’s changing an air filter or switching to LEDs, offer your audience ways to save energy with quick tips.
Awareness. Inform viewers of your utility’s efforts when it comes to energy efficiency and renewable energy sources to build trust and encourage adoption of products and solutions.
Comedy. Share safety tips and do’s and don’ts in the form of an entertaining story to educate viewers and put a smile on their face.
Connecting with younger audiences. More than half of the U.S. population is now the Millennial generation and younger. Match the fun tone and hop on trends to engage with this audience on TikTok.

Examples of Effective Energy Utility Content for TikTok

These content creators found creative and engaging ways to communicate energy education, tips and advice with TikTok videos.

Twin Home Experts expose caulking mistakes and share DIY home improvement hacks in this engaging video.

@twinhomeexperts
The ULTIMATE in Re-Caulking …..#caulking #tub #shower #foryou #plumbing #twinhomeexperts
♬ original sound – Twin home experts

Loxone Electronics shared quick tips to cut electricity costs with captions, making the video more accessible for viewers.

@loxone.electronics
Tips for saving up to 500$ in electricity costs per year 💵 #loxone #homeautomation #smarthome #electricbill #energysaving #fyp
♬ Pieces (Solo Piano Version) – Danilo Stankovic

Best Practices for Energy Utilities on TikTok

If you decide to dive in and create a TikTok account for your energy utility, these tips can help you create successful content.

Use Hashtags. Hashtags can boost your visibility and reach, allowing users to find your content more easily. You can even search hashtags you use often to keep an eye on what other creators are posting.
Utilize Your Knowledge. Who better to offer energy-saving tips to customers than their own energy utility? Share quick fix ideas or behind-the-scenes information about utility operations to build that relationship with your audience.
Use Music. Sound is integral to TikTok videos. Use voiceovers and music that match the tone of your video, and time any actions or footage to match the beat. Explore sound playlists to find inspiration and trending sounds to help your videos stand out.
Be Authentic. Being genuine and personal helps users see the humans behind the company. Don’t be afraid to try something new and add some personality to your content.

Make sure a TikTok account is right for your energy utility

How your energy utility uses social media is more important than how many platforms it’s on. Make sure you research each social media platform and analyze how it aligns with your goals before you take on the responsibility of managing and monitoring yet another social account.

Be wary, too, of social media trends that barely outlast the latest internet meme. Remember Vine? Neither do we. Be prepared to adjust your strategy with social media as the industry grows and develops.

Interested in creating a social media strategy for your energy utility but don’t know where to begin? Questline Digital can help.

Learn More

Energy Spotlight: Greg Anderson

Greg Anderson is one of three Marketing Managers at Atmos Energy. He works for the MidTex Division, covering most of North Texas — roughly half of all of Atmos’ customers. He leads a team of five Account Managers who work with developers within the utility’s sector to add new meters and customers.

Anderson began his career in the energy utility industry as an electrical engineer for Texas Utilities Electric Company. A surprising timeline of events shifted Anderson from engineering to marketing, beginning with TU Electric’s purchase of Lone Star Gas in 1996. TU Electric then added “Gas” to its name and became a dual-fuel company.

Following electric deregulation in 2000, a position opened in TU’s gas sector for marketing management. Anderson had an interest in cross-training to better understand both fuel types, so applied and has been in marketing ever since. “It wasn’t by design really, but I couldn’t be happier with how the path worked out,” he says. “It’s been an interesting journey.”

During our Q&A, Anderson said the initiative he is most proud of is his work with Habitat for Humanity’s Zero Net Energy Homes program. Atmos partnered with Habitat for Humanity on several build projects to help create energy efficient homes, with an end result of zero net energy.

“In addition to creating an energy efficient home, this is also an opportunity to show the public that natural gas can be a vibrant part of a zero net energy home and be good for the environment,” Anderson explains.

Atmos partnered with Habitat for Humanity in Colorado for the first home build, which was completed mid-year. Another home is under construction in Austin, Texas, and Anderson’s team will begin work on one in Dallas in the new year.

“This is a great way to partner and help families in need. We’re very supportive of our communities and we’ve always had a partnership with Habitat for Humanity to volunteer with man-power,” Anderson says. “However, with COVID we couldn’t do that so we thought, why not partner in another way and showcase a new type of home.”

He adds, “In many ways, natural gas gets a bad reputation because it’s a fossil fuel so people assume it has to be dirty. But actually, we can use natural gas heating, water heating and cooking in a home and it will still be zero net energy and meet all the indoor air requirement mandates. It’s a way to say, ‘Hey, don’t forget about us. We’re not the problem, we can be part of the solution.’”

Anderson lives just north of Dallas with his wife and son. He’s an avid sports fan and outdoorsman, loving to fish and hunt. He also plays baseball and has been in a league since he was 20 years old. Although he’s had some shoulder surgeries, nothing keeps him out of the game and he looks forward to every season.

Questline Digital spoke with Anderson to get his views on changes in the utility industry, thought-provoking marketing campaigns and the evolution of energy.

How did you get started in the energy utility industry?

I was an electrical engineering graduate from Texas A&M and received an offer with TU Electric Company, where I cut my teeth in the industry.

What has changed the most about your job over the course of your career?

Many things, such as changing from an “electric guy” to a “gas guy,” the changing energy landscape with regard to primary fuel source options, and the significant augmentations in competition within the Texas market.

What excites you the most about the energy utility space?

The rapid evolutionary changes in the industry, which are now playing a positive part of the national conversation around the ESG (Environmental, Social and Governance) topic.

What initiative are you most proud of?

Working with Habitat for Humanity to create Zero Net Energy homes for their recipients, where the homes include clean, efficient and affordable natural gas appliances.

What marketing campaign outside the industry do you wish you’d thought of?

Nike’s “Just Do It” campaign seemed revolutionary to me as it appealed to everyone’s inner fight/no-quit spirit. As I recall it solidified Nike’s stranglehold on the athletic footwear market.

What is the hardest part of working in the energy industry today?

Well, unfortunately of late, our industry seems to be a microcosm of the polarized “misinformation” of our society as a whole. The energy industry would be best served by unbiased, fuel-agnostic, collaborative approaches to energy efficiency, emissions and environmental preservation for the betterment of everyone.

Finish this sentence: If I weren’t working in marketing, I would be…

Working outdoors, enjoying the accompanying exercise and the weather, rain or shine!

What is your favorite eNewsletter outside of the utility industry?

I absolutely love Quora Digest. It features interesting questions from everyday people about specific fields of study (such as space, aviation, car repair, sports) that are answered by other everyday people with proficiency in those areas. To me it’s a wonderful, non-politically biased sharing of knowledge through a social platform/newsletter.

How do you anticipate the world of energy evolving in the coming years?

Continued technological advancements will facilitate our quest for sustainable, net zero, affordable energy for generations to come without the negative environmental implications of today.

What advice would you give those entering the utility space?

This isn’t your grandparents’, or even your parents’, utility industry. Compared to those versions, this space is moving at light speed!

Participation in Questline Digital’s Energy Spotlight series does not indicate an endorsement from utility partners.

Energy Spotlight: Hanna Balla

From the airline industry to healthcare, Hanna Balla has seen it all. Currently the Director of Customer Experience & Insights for NiSource, Balla looks to her past industries with gratitude for helping her get to where she is today.

Working with utility digital experiences, Balla has seen the energy industry go through a major transformation. Long gone are the days of “ratepayers,” making way for opportunities to engage and listen to customers. Her passion for the environment ties in perfectly with the growing role that utilities play in energy efficiency and sustainability. “The industry is fun to be in right now,” she notes.

Balla grew up in New York but has lived in Columbus, Ohio, since college. Beyond her work with NiSource, Balla loves hiking, surfing and traveling. Although international travel had to be put on hold due to COVID-19, Balla said that the remote year actually helped her team, which is scattered throughout the Midwest, become more efficient, effective and closer. “In the past, Columbus colleagues would meet in the office,” she said. “With everyone now over Zoom, the opportunities to engage as a full team have been equalized.”

Balla is also a strong advocate for minorities in the energy industry. “I’m Korean-American and I don’t see a lot of Asian-Americans in the energy industry, at least from where I sit. Since I don’t see it, I’ve become an advocate for minorities in energy and leadership in general. It’s been really fun to be a part of that and to pave a path for others.”

Focusing on customer experience is also important to her work. “The voice of the customer has gotten louder and we’re responding to it,” Balla said. “Previously, old systems and processes hadn’t been touched, but now we’re focused on making things easier for customers and catching up to their expectations. There is a lot of energy and acceleration to help customers do more online than they could before.

“Things are changing, and utilities are excited to get fun and creative now,” she added. “The moment we look at things as a customer, the narrative changes.”

Questline Digital spoke with Balla to get her thoughts on changes in the utility industry, thought-provoking marketing campaigns and the evolution of energy.

How did you get started in the energy utility industry?

It was actually by accident! I had a couple of good friends/former colleagues in the healthcare industry who were working for NiSource. At the time the company was hiring a marketing manager for one of its states, Columbia Gas of Ohio. Given my experience, my former colleagues reached out about the opportunity.

I didn’t have any sort of background in the energy industry. Most of my experience was in the airline, healthcare, retail and QSR (quick-service restaurant) industries, but a lot of those skills were transferrable to the role at Columbia Gas of Ohio. I applied — and I’ve been on the energy industry learning curve ever since.

What has changed the most about working in the utility industry over the course of your career?

I’ve actually held four roles in the five years I’ve been with the company. I started in energy efficiency marketing for Columbia Gas of Ohio and now I’m leading customer experience and insights across the enterprise (six operating companies). It’s been exciting because things have constantly been in flux. The energy industry has seen a major shift in customer-focused modernization and transformation in the last few years. Sitting on the customer-focused side, that’s the biggest shift I’ve seen.

What excites you the most about the energy utility space?

The opportunity. We’re in an industry that experiences a lot of change and innovation, from digital transformation to a focus on renewable energy, and we’re giving our customers more control, transparency, and options. The industry is ripe for change, and the pace of the change has been rapid, which has been very exciting.

Tell me about the campaign or initiative you’re most proud of.

When I first joined Columbia Gas of Ohio, we did a full marketing audit and a rebrand to ensure that our messaging was consistent and impactful. Also to ensure it resonated with our customers in order to improve awareness, recall, and action for energy efficiency programs and initiatives. It was exciting to see the impact that strategic marketing can have on not only customer awareness and participation of our programs, but the positive impact those actions were having in communities and on our environment.

What is the hardest part of an energy marketer’s job today?

I think it’s keeping things simple. Our industry is large and complex, but at the end of the day, our customers care about having reliable service and interactions being simple. One of our challenges is making sure we constantly see and solve for things through the customer’s lens — not our own as people who are close to the industry.

How do you anticipate the world of energy evolving in the coming years? What are you looking forward to?

We often say that our customers don’t have a choice to be our customers, and though that may not change in the near future, I do think that how they get energy from us will change and the options they have for energy sources will grow. With that, customer choice becomes greater and being able to meet customer needs and keep things radically simple and transparent will become more and more important. I think the opportunities with renewable energy is incredibly exciting!

What advice would you give to those entering the utility space?

Stay curious. This is a large, complex industry with a lot of moving pieces and parts, and a lot of history with dependencies in many areas. In order to do good work, it’s critical to understand the industry itself and all the levers that influence the work we do. That means there’s a lot to learn, there are a lot of existing systems in place, and sometimes, it takes some creative problem solving to get things done.

Five years in, I feel like I just scratched the surface. I think it’s a balance of understanding the industry and also bringing fresh ideas to the table to really make an impact for our customers.

Participation in Questline Digital’s Energy Spotlight series does not indicate an endorsement from utility partners.

How Celebrating Your Customer Anniversary Can Boost Engagement + Anniversary Email Examples

After new customer onboarding, energy consumers are accustomed to receiving billing notices and outage alerts from their utility. While these are essential messages, you need more than just transactional communications to build a long-term positive relationship. Anniversary emails can help increase engagement by recognizing a meaningful touchpoint in the customer lifecycle.

What is a customer anniversary email?

Anniversary emails celebrate a customer’s annual milestone with their energy utility. A customer’s anniversary offers a chance to reach out one year post service enrollment and show that you care.

We recommend sending an anniversary email one year after a customer receives their first Welcome Series message. An easy addition to your email marketing strategy, these personalized messages are automatically sent to customers when they reach the one-year milestone.

Why should you send a client anniversary message?

Customer and client anniversary messages are known to boost engagement. Questline Digital data shows that customer anniversary emails achieve an 89% higher open rate than our baseline.

In addition to providing a reason to connect with customers, anniversary emails help to humanize your energy utility — something not possible with a program promotion or other transactional messages.

They are also the perfect tie-in with content marketing.

In addition to the celebratory message, you can share seasonal energy savings tips or promote a product. If a customer hasn’t yet used a service, this is a great time to remind them of what’s available or what’s new.

Make it extra personable by including a special discount and/or overview of individual energy use over the last year.

A customer anniversary email is especially great for first-time homeowners or customers that finally moved into the home of their dreams. Moving is a major milestone in everyone’s life and sending an anniversary email that offers congratulations, assistance and remembrance stands out. Your customers will appreciate this personalized message.

Customer anniversary email examples

Check out these anniversary email examples. They include a mix of product promotions, personalization and thanks.

Wemo

Wemo reaches out to customers one-year post initial purchase to offer a unique discount code. This not only reminds customers of their previous purchase, but it also highlights how they can continue turning their home into a smart hub with other Wemo products.

SHIPT

The grocery delivery company uses its annual client anniversary message to recognize accomplishments and encourage continued account growth. They highlight a customer’s key moments in the past year, making the recipient feel proud of the work they’ve done while also showcasing where they might have room for improvement.

Utility example

This Southwest utility says, ‘thank you’ and directs customers to available resources to help them save on energy. Just because a customer is celebrating their anniversary doesn’t mean they know about every available tool or program – it’s essential to remind them. The message is also populated with the customer’s name to make it more personal.

Airbnb

Airbnb follows up with customers a year after they sign up for booking services to suggest travel destinations. Sometimes a timely reminder is all a customer needs to prompt action. Don’t miss the chance to celebrate your customer anniversary and encourage deeper engagement.

Setting up automated anniversary emails

When building your onboarding email cadence, add a customer anniversary message to the workflow. An anniversary email should be scheduled 365 days after your first Welcome message.

This added touchpoint makes customers feel special, gives your utility an opportunity to promote important content and services and is proven to boost overall engagement.

Learn how a Welcome Series and Anniversary Emails can build strong digital relationships with your energy utility customers.

Learn More

Energy Spotlight: Matthew Allen

Matthew Allen is the Senior Key Accounts & Business Analyst for ElectriCities of NC and acts as a guide for their municipal utilities. ElectriCities of NC provides administrative, technical, legal and legislative services to municipal electric utilities throughout North Carolina, as well as some in South Carolina and Virginia. Working with 32 member utilities, Allen helps their commercial and industrial (C&I) customers become more energy efficient and save on utility costs.

Between performing energy audits, encouraging C&I customers to participate in load management programs and helping other member utilities establish or improve their Key Accounts programs, one could say Allen keeps busy.

Allen is a homegrown advocate of ElectriCities, starting his career as an intern during college. He was born and raised in Lexington, North Carolina, and graduated from the University of North Carolina. After college, he applied for a full-time role with ElectriCities and has been with the company ever since. Outside of work, Allen enjoys golf and spending time with family, including his Golden Retriever, Summit.

For Allen, focusing on customer service and the customer experience is always top-of-mind. “In general, a lot of utilities focus on keeping the lights on,” he says. “While this has been the main priority for years, improving the overall customer experience should be an important consideration as we move into the future. All customers have different needs. It’s important for us to listen and identify ways that we can provide value beyond simply keeping the lights on.”

Questline Digital connected with Allen to get his thoughts on changes in the industry, the evolution of energy and advice for those entering the utility space.

How did you get started in the energy utility industry?

I began working at ElectriCities as an intern my sophomore year at UNC Charlotte. My role was year-round and I averaged working about 20 hours per week while in school full-time studying industrial engineering. Once I graduated, a position opened that I was interested in, so I applied. I have been in my current role for almost four years.

What has changed the most about your job working in the utility industry over the course of your career?

In my role, I work closely with our business customers advising them on energy efficiency opportunities. Over the past seven years, I would say newer technologies are allowing customers to reduce electric costs and become more energy efficient more easily than before. And the price of some of these technologies is continuing to decline. LED lighting is a good example of this. I also think the utility industry is beginning to focus more on customer service and the overall customer experience due to more competition. It is fun being a part of this transition.

What excites you the most about the energy utility space?

Electricity is something that impacts everyone. Most everyone uses electricity daily. I enjoy helping folks gain a better understanding of how they use energy and ways they can become more efficient and reduce electric costs. The entire process from energy generation to getting it to the end use customer intrigues me, so it is fun learning more and more about the industry beyond my specific role.

Tell me about the campaign or initiative you’re most proud of.

Over the previous year, we have begun working on some short videos that our members can share with their customers. These videos are targeted toward a variety of different business customers to help them better understand different aspects of electricity usage and utility billing. One of these was a five-minute video that explains energy consumption and peak demand for billing. While we have currently only produced three videos, we have plans for more in the queue.

What’s a marketing campaign you wish you’d thought of, inside or outside the energy industry?

This is not something that I have put a ton of thought into, but I’d say any campaign that can simply explain complex issues and topics to help customers better understand aspects of the industry, such as why utilities charge for peak demand and why conserving energy during peak periods is important. In addition to financial incentives, if customers better understand why certain programs are offered, they can participate more effectively.

What is the hardest part of working in the energy industry today?

I’d say competition is one challenge everyone in the energy industry faces. Municipal utilities, co-ops and investor-owned utilities all have different business models, although they all provide the same product, which is electricity to retail customers. So, it is important to highlight your strengths while also addressing your weaknesses and working to improve those.

Finish this sentence: If I weren’t working with energy key accounts, I would be…

That is a good question. I can’t really see myself working in a different industry. If I wasn’t in a key accounts role, I think I would enjoy working in the operations department or possibly project management.

What is your favorite eNewsletter?

Questline Digital has produced a lot of good content. In general, videos and articles with seasonal checklists tend to be my favorite. It’s easy to forget about everything you need to do to your HVAC system to prepare it for the cooling season during early spring when it has been months since it was regularly used. Seasonal checklists such as this also help me out by providing timely reminders when performing energy audits at different times throughout the year.

How do you anticipate the world of energy evolving in the coming years?

Over the coming years, I believe we are going to continue seeing more and more distributed generation from things like batteries, solar and other small generators as businesses continue to adopt green initiatives. From the utility perspective, it will be a challenge to determine how to best provide reliable power while also meeting the needs of customers. I look forward to helping solve the complex challenges.

What advice would you give to those entering the utility space?

Don’t be afraid to ask questions and don’t feel like you have to be an expert on everything. If a customer asks you a question that you don’t know the answer to, tell them you will find out and follow up with them.