Discusses practical applications on implementing social media tools to

1. DTE Energy
The Practical Application of the Connections Software
Marcia Jackson – Manager, CI Strategy Group
© 2012. All Rights Reserved. 1

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3. Regulated Utilities Non-Utility Businesses
Detroit Edison Gas Midstream
• Founded in 1903
• Electric generation and
distribution
• 2.2 million customers Unconventional Gas
• Fully regulated by Michigan
Public Service Commission
Production
(MPSC)
Power & Industrial
MichCon
Projects
• Founded in 1898
• Natural gas distribution
• 1.2 million customers
• Fully regulated by MPSC Energy Trading
KEY FACTS – 2011 Annual Report
DTE Energy businesses
currently operate in 24 Revenues $8.8 Billion
states.
Net Income $720 Million
Customers 3.4 Million
Employees 9,895
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© 2012. All Rights Reserved.

4. DTE Overall Gallup Grand Mean
3.89 3.93
• 2002 Merger 3.62
3.71
3.48
3.6
3.75
• The PEP
• Competition Silos 2004 2005 2006 2007 2008 2009 2010
• Alignment
Communities Alignment to Vision & Purpose
• Email Overload
• Meetings, Meetings
• Communication
Vehicle Enterprise Sharing Events Local Sharing Networking
Conversations
DETERMINE
CI MATURITY
• Tribal Knowledge Self
• Knowledge Sharing Assessment
Maturity Low and
Content CIMM Group
Assessment
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5.  All social media  Customers first and
smart filtered then full access
 Standard Employee  Social Employee
Front Page Front Page
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7. QuestLink
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10. DTE Energy Management Model shows how our six corporate priorities interact and
influence one another as a well-connected and reinforcing system. We use this system
and set of priorities to drive toward our long-term aspirations.
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© 2012. All Rights Reserved.

11. Four failure modes…
1. Copy lean tools without making work Self Diagnostic
- Thinking if you implement the basic tools, you’ll be lean!
2. Work around problems even when they are recognized
- Firefighting and waiting until the problem gets really big!
3. New knowledge not shared throughout organization
- Constantly reinventing of the wheel!
4. People development not part of Leaders’ role
- Responsibility for CI delegated to the CI people!
Spear – High Velocity Edge 11
© 2012. All Rights Reserved.

12. 1. Process Design The right process will
Design work to make problems produce the right results
visible
2. Problem Solving Problem solving drives rapid
Swarm problems in the moment problem resolution and the
at the point of activity elimination of waste
3. Share Knowledge Best learning found in solutions
Share new knowledge that, when tested, did not
work
throughout the enterprise
4. Leaders Develop People Develop leaders skills to coach
Leaders role is to develop their and mentor others
peoples capabilities
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© 2012. All Rights Reserved.

13. Distinctive CI Capability
Implement QuestLink as a way to
promote, daily and episodic sharing
between DTE employees. 13

14.  IT conducted demonstrations
Four Leaders Emerged
• Engaged, enthusiastic
• Made the connection
• Contributed the funding
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15. • CI Strategy Group
• Corp Communications STRATEGY
STEERING • Corporate Services
• Steering Team
• Information Technology DEVELOPMENT
QUESTLINK
• The CI Community (96)
• Public Affairs (118) USER GROUP
Pilot • Corporate Services (450)
FORMED 3 TEAMS DEFINED RESPONSIBILITY
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16. • Used the Influencer Model by Vital
Smarts
Personal Social Structural
Motivation and Ability
• What about personal motivation would drive
the pilot group to use the new system?
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17. Deployment Plan – 400 to 10,000
IT Demos with IBM
Strategy Dev
IT Testing
Production JUN DEC
Communications
Full Suite to PG APR
Training – 2 Hours
Enterprise
TIMING 2009 2010 4Q11 1Q12 2Q12 4Q12
JUN – IMPLEMENTED WIKIS AND BLOGS IN THE WATERCOOLER
DEC – IMPLEMENTED TWO OF THE APPLICATIONS
APR – IMPLEMENTED FULL SUITE OF APPLICATIONS

18. Let them see videos; know where to get help
Let them
create profile
& build
network
Share through
communities and forums 18

19. 21 BLOGS 40 COMMUNITIES
53 FORUMS 135 WIKIS
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20. Communities:
Android Users
Continuous
Improvement
Summer Interns
Marketing &
Renewables
iPad, iPhone, iPod
Users
Back Office News
Maintenance Strategy
Team
Heritage & History
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21. First, of all, if you've never used any of these social media
tools before, it's okay! Breathe -- let's just try it. I started
using Facebook when my social media savvy, new age
sister called me and said, 'You need to be on Facebook
because your son is on Facebook'. So yes, I joined in 2008
and my first two friends were, you guessed it, my sister and
my son. No, I don't spy on him and funny enough after I got
started on Facebook, I don't communicate with him on it
either. We still communicate the old fashioned way. But I do
keep up with my friends in Germany, New York or those who
live only a few miles away. It is an incredible
NETWORKING-CONNECTING PEOPLE tool.
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22. But wait, you say, I don't need to network or connect
with people at my job. Really, let's rethink that a
minute. I will give you a minute to think about a recent
problem that you had and you just wanted to get some
insight on what others have done - eventually, you will
no longer have to wonder. You will be able to type in a
keyword, find a community to work with -- and get
insight or different ideas from people that you've never
worked with before. Now how exciting is that?
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23. But I promised that we were going to try, didn't I? If
you're seeing this blog, then you're in. Next, look at
each of the tabs and pull one down and select
'something', 'anything'. Okay, go to the profile tab and
let me know who you are! That's right, your name is
there but how about that blank face. Step back and
select 'Getting Started', and then select 'Explore' and
then watch the video to upload your picture and then
.....
Your Social Media Savior,
Marcia
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24. But I promised that we were going to try, didn't I? If
you're seeing this blog, then you're in. Next, look at
each of the tabs and pull one down and select
'something', 'anything'. Okay, go to the profile tab and
let me know who you are! That's right, your name is
there but how about that blank face. Step back and
select 'Getting Started', and then select 'Explore' and
then watch the video to upload your picture and then
.....
Your Social Media Savior,
Marcia
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© 2012. All Rights Reserved.