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How to Make Saving Energy as Fun as Skiing

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E Source Companies, LLC
E Source Companies, LLC

Beth Hartman, Sr. Research Associate at E Source, was selected to present at switch 2, a Boulder event held at the Fox Theater in October 2012. Her presentation challenges energy efficiency marketers to find ways for consumers to bring energy into their social conversations in a fun and easy way. Learn more about Beth and the awesome research she does at E Source: http://www.esource.com/RES

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HOW TO MAKE SAVING ENERGY AS FUN AS SKIING Thoughts on marketing and customer engagement across industries
REALLY? SKIING IS ALREADY FUN.
BUT COULD IT BE EVEN MORE FUN?
3 KEYS: DATA, MESSAGE, CHANNELS
Data: make it easy EpicMix seamlessly captures data and makes it relevent to people by contextualizing the information. Is 10,000 vertical feet a lot to ski? Which lifts did I ride the most? How does this season compare?
Message: keep it simple EpicMix shares a simple message: I had fun skiing with my friends today. Shares this in a social setting Easy to share with others Encourages others to participate
Channels: meet me online EpicMix allows people to automatically view the data where they already spend time on social media channels No need to login to a new system Automatically updates Creates network effects
Could the energy industry learn from these 3 keys? DATA, MESSAGE, CHANNELS
DATA: ENERGY INDUSTRY HAS LOTS
MESSAGE: SAVE WORLD, HAVE FUN
CHANNELS: CUSTOMER DATA IS KEY Courtesy of Simple Energy
UTILITIES ARE CATCHING ON
TAKING IT TO THE NEXT LEVEL
CHANNELS, MESSAGE… DATA!
MANY OTHER EXAMPLES
Social media management versus empowerment: let your customers do your marketing for you A WORD ON WORD OF MOUTH
SOCIAL MEDIA MANAGEMENT: DEFENSIVE
I’D RATHER HEAR IT FROM MY FRIEND Word of mouth marketing Ineffective marketing
Conclusion: what a great learning opportunity! Great data: smart meters, Green Button, and more provides so much information Simple message: who doesn’t want to save money, save the world, & have fun? Right channels: increasingly easy to meet people where they already are online
QUESTIONS?  Related articles:  How to make saving energy as exciting as skiing, Simple Energy  How to get your customers to do your marketing for you, Trada  How social networks and game mechanics transform traditional industries, Boulder Startup Center  Top five reasons EpicMix is easy and fun,Vail  Thanks!

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How to Make Saving Energy as Fun as Skiing

  • 1. HOW TO MAKE SAVING ENERGY AS FUN AS SKIING Thoughts on marketing and customer engagement across industries
  • 2. REALLY? SKIING IS ALREADY FUN.
  • 3. BUT COULD IT BE EVEN MORE FUN?
  • 4. 3 KEYS: DATA, MESSAGE, CHANNELS
  • 5. Data: make it easy EpicMix seamlessly captures data and makes it relevent to people by contextualizing the information. Is 10,000 vertical feet a lot to ski? Which lifts did I ride the most? How does this season compare?
  • 6. Message: keep it simple EpicMix shares a simple message: I had fun skiing with my friends today. Shares this in a social setting Easy to share with others Encourages others to participate
  • 7. Channels: meet me online EpicMix allows people to automatically view the data where they already spend time on social media channels No need to login to a new system Automatically updates Creates network effects
  • 8. Could the energy industry learn from these 3 keys? DATA, MESSAGE, CHANNELS
  • 11. CHANNELS: CUSTOMER DATA IS KEY Courtesy of Simple Energy
  • 13. TAKING IT TO THE NEXT LEVEL
  • 16. Social media management versus empowerment: let your customers do your marketing for you A WORD ON WORD OF MOUTH
  • 18. I’D RATHER HEAR IT FROM MY FRIEND Word of mouth marketing Ineffective marketing
  • 19. Conclusion: what a great learning opportunity! Great data: smart meters, Green Button, and more provides so much information Simple message: who doesn’t want to save money, save the world, & have fun? Right channels: increasingly easy to meet people where they already are online
  • 20. QUESTIONS?  Related articles:  How to make saving energy as exciting as skiing, Simple Energy  How to get your customers to do your marketing for you, Trada  How social networks and game mechanics transform traditional industries, Boulder Startup Center  Top five reasons EpicMix is easy and fun,Vail  Thanks!