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C5i > 实例探究 > Identified optimal social media strategy to keep customers engaged in latest developments surrounding energy management

Identified optimal social media strategy to keep customers engaged in latest developments surrounding energy management

技术

分析与建模 - 大数据分析
分析与建模 - 实时分析

适用行业

公用事业

适用功能

商业运营
销售与市场营销

服务

数据科学服务

挑战

The client, a large US public utility company, wanted to build a base of knowledge regarding the social media practices of small and medium businesses in the utilities sector. They wanted to understand to what extent these businesses would find value in receiving energy-related information from the utility company via social media platforms. The challenge was to identify target businesses who had the highest usage of general social media channels for business purposes as well the size and type of business that had the highest energy management needs and where to best reach them in social media conversations.

关于客户

The customer is a large public utility company based in the United States. They are part of the utilities industry and provide essential services to the public. The company is interested in leveraging social media to engage with their customers, particularly small and medium businesses. They aim to provide energy-related information via social media platforms and are keen to understand the social media practices of these businesses. The company is looking for ways to identify target businesses that have the highest usage of general social media channels for business purposes and have the highest energy management needs.

解决方案

Blueocean Market Intelligence designed a three-phased, 360-degree research approach to address the client's challenge. The first phase was the Exploration Phase, where more than 20 focus groups with customers were conducted to gain a qualitative perspective into the social media practices of small businesses and learn about expectations related to the utility company’s potential role. The second phase was the Sizing Phase, where a quantitative study was conducted to assess interest in the utility company providing energy-related information to small businesses via social media platforms. The third phase was the Listening Phase, where Blueocean Market Intelligence implemented a social media listening program to track social media habits and practices of the utility company’s core market. Based on the results of the Sizing Phase, six websites, forums and communities were selected that provided the most engaging platforms for the utility company to communicate to its business customers. The activity and discussions on these sites were monitored over a period of four weeks to qualitatively understand the frequency of participation, topics with the most traction, key influencers and other measures.

运营影响

The utility client identified medium-sized businesses in the utility service area as more active in using social media for business advice and new product research.
Medium businesses were also identified as more likely to engage with the utility company and potential early adopters of new ideas to manage their energy, making them the best targets for social media campaigns.
Identified topics and key influencers with the most potential traction to establish a knowledge base of social media practices in the utility industry.