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1. PEN Pal
enlightened energy!
!
Finance for Social Theorists !
Fall 2013 !
Lucas Hamren, Kelsey Holland, James Scarmozzino, and Hannah
Dale Thompson !
2. The Problem: Utility v. Service!
• Telephone as a utility!
• Binary payment/usage!
!
• No customization!
3. Telephone Renaissance!
!
• Almost infinite data!
• Access!
• Integration between
mobile/desktop!
• Platform for other
technologies!
• GPS!
• Gaming!
• Chat!
4. Denmark’s smart grid!
• By 2020, energy
providers will
install smart
meters in every
Danish
household!
– link!
5.
6. Roxanna!
Kenny!
• Recent NYU grad
(where she met Kenny)!
• Recent graduate of
NYU!
• Consultant, travelling
3-5 days of the week!
• Rhythm guitarist in a
Metallica cover band!
• At the office early,
home late!
• No steady job –
oftentimes at home
during the day!
!
!
• Cares deeply about
the environment/
conservation!
• Feels no urge to
conserve energy!
7. Currently, the customer’s
experience is passive. A lack of
customizable options means
clients don’t care about their
energy company. !
Engaging
customers
from
day
one
A cloud based system that
enables a custom and
connected energy package,
benefitting both consumer
and corporation. !
8. From our survey,
over 60% of under
people under 25
feel “not
connected” to
their energy
provider…!
…and about 30% feel
indifferent towards
their energy provider.!
17. Browser Window"
http://www.url.com!
x!
Search!
My Projected Bill
How Do I Compare?
Date
07/04/2010
July 2010
Sun
Mon
Tue
Wed
Thu
Last 12 Months
Fri
Sat
1! 2! 3! 4!
5! 6! 7! 8! 9! 10! 11!
12! 13! 14! 15! 16! 17! 18!
19! 20! 21! 22! 23! 24! 25!
26! 27! 28! 30! 31!
$1,500
My Usage
My Zip Code Usage
My City Usage
18. Aside: The Behavioral Science of
Energy Usage!
• “Social pressure” has proven to be the
best driver of reduced energy usage!
!
• Opower – 2 Twh saved!
• By making personal energy usage stats
public by sharing them through social
media, we can reduce overall energy
waste.!
19. Environmental upside!
• Closer and more active monitoring of energy usage
à lower energy usage à lower levels of pollution!
• Customers will have the option to purchase carbon
offsets for some percentage of their energy bill!
• “Reduced use” competitions: customers with the
greatest percentage decrease in their energy usage
will receive benefits!
• Subsidies for energy companies that encourage
conservation!
20. Smart House Technology!
• Self-regulating temperature !
• GPS Location technology !
• At home, online, mobile !
22. Marketing: Connected Customer
Service !
!
• 24/7 customer representation !
• Personalized account executive!
• Studies show people are more likely to
purchase items when they are familiar with
representative.!
!
23. Social Media Strategy!
• Researcher and author Peter Olsthoorn found
statistical evidence that strong Facebook
engagement leads to brand positivity and
sales. !
• Energy companies have opportunity to be
portrayed positively. !
• Social media campaign must be launched
around app.!
24. “Save Electric, Win a Tesla”!
• Contest where app users
electric savings are
uploaded onto Facebook. !
• If person has decreased
electric usage by end of the
30 days, they are entered to
win a Tesla. !
• Increase positivity toward
electric company and
environmentally conscious. !
• PR campaign launched
around partnership. !
25. Four Week Social Media Rotation !
• Week One: “CrowdFund” A campaign to
help finance the energy bills of those in
need. !
• Week Two: “ConEd Cares” Sustainable
energy fact or a feature on a charitable,
green organization.!
• Week Three: “Spark the Future” a feature
on new energy technology.!
• Week Four: “Turn Your Lights Off!” – a zip
code-wide competition based on
customers’ energy usage for the month.
The most efficient energy user doesn’t have
to pay their bill for that month.!
