Reaching And Engaging Customers Through Social Media- CXTU-Presentation by Tricia Williamson

Reaching And Engaging
Customers Through Social Media
Tricia Williamson

Content
• BACKGROUND
• BUILDING SOCIAL MEDIA
CAPABILITIES:
CRITICAL PILLAR OF
CUSTOMER ENGAGEMENT
• INFUSING SOCIAL MEDIA
INTO THE BUSINESS
PRACTICES & COMPANY
CULTURE
• KEY ELEMENTS FOR A
SUCCESSFUL SOCIAL
CUSTOMER SERVICE
• LEARNING FROM DIFFERENT
SECTORS THAT CHAMPION
SOCIAL MEDIA
• INTEGRATING SOCIAL
MEDIA WITH TRADITIONAL
MEDIA FOR BRAND UNITY

Background
Jamaica Public Service Company (JPS):
• Customer-base of nearly 600,000
• The sole distributor of electricity in
Jamaica.
• Generation capacity that exceeds 620
Megawatts
• JPS operates 27 generating units
• We also purchase additional electricity
from 4 Independent Power Producers
(IPPs).

A Little Social History on JPS
• JPS joined
Facebook on
September 13,
2010.
• March 17, 2012 the
social media
protest group- Fight
For Your Light is
formed.
• March 3, 2013- JPS
hired its first
Manager -Social
Media & Online
Communications.

Snapshot of our Main Networks
JPS Facebook: +44,000 Fans (/myjpsonline)
JPS Twitter: 6,000 Followers (@myjpsonline)
Monthly Content Reach: 500,000 people
Average Campaign Reach: 1.3 Million people
JPS eStore Facebook: +10,000 Fans (/estoreja)
JPS eStore Twitter: 500 Followers (@estoreja)
JPS Foundation Facebook: +5,000 Fans (/jpsfoundationja)
JPS Foundation Twitter: 500 Followers (@jpsfoundationja)
The charitable arm of the Jamaica Public Service Company.
The energy management retail chain of the Jamaica Public Service Company.
The Official Facebook & Twitter channels of the Jamaica Public Service Company.

Building Social Media
Capabilities:
Critical Pillar of Customer
Engagement

Building Social Media Capabilities:
Critical Pillar of Customer Engagement
Social Media is a valuable tool primarily for:
• Customer Education
• Engagement
• Customer Service
• Social Listening
• Brand Management
• Crisis Management
• Safety and Awareness Tips
• Energy Efficiency and more.

Primary platform for electric utilities that need to
provide:
• Customer Service Support
• Official News
• Customer Education
• Crisis Communication
• Outage Advisories
• Online Market Research
• Events Details
• Engagement (Competitions, Apps etc)

The issues we typically handle for our customers
on social media include:
▫ Power Outages (20%)
▫ Bill/Meter Query (18%)
▫ Late Bills (16%)
▫ General Queries (11%)
▫ Street Lights (6%)
▫ Power Quality (5%)
▫ Electricity Theft (4%)
and more…
* September 2014 Stats for
both Facebook and Twitter

Customer Service support is a critical component
for success for utilities in social media.
It is a fact that customer satisfaction can be
significantly higher in this arena than other
channels.
At JPS, our social customer service support lies in
a cross functional social media team that is
housed in Corporate Communications
Department.

In our recent customer satisfaction survey of our
Facebook and Twitter channels among pooling
30% of the customers we assist on social media.
The March 2015 survey – 1st quarter results were
excellent:
• 95% Satisfaction Rating (with 90% being Very to
Somewhat Satisfied)
• 100% of respondents so far feel their choice to use
myJPSonline was a good one.
• 95% would recommend our social media channels to a
friend

INFUSING SOCIAL MEDIA INTO THE
BUSINESS PRACTICES & COMPANY
CULTURE

INFUSING SOCIAL MEDIA INTO THE BUSINESS
PRACTICES & COMPANY CULTURE
• JPS’ social media is the responsibility of the Manager-
Social Media & Online Communications in the Corporate
Communications Department.
• The management of our social media channel is
supported by teams from across the Company including
• Corporate Communications
• Customer Satisfaction
• Customer Care Centre
• Parish Managers/ Operations
• Marketing
• IT, among others.

SNAPSHOT OF WHAT WE ARE
DOING INTERNALLY?
• Social Media Training Workshops in the Company with key
stakeholders to encourage adoption of relevant social media
techniques:
• Customer Satisfaction Team
• Parish Managers
• Social Media Volunteers
• Social Media Crisis Response Team
• Social Customer Service Team
All Parish Managers, HOD-Customer Services, Customer
Care Centre Manager and Regional Directors have
Corporate Facebook & Twitter profiles.
This is part of our drive to increase engagement and
improve experience with our customers.

SOCIAL CUSTOMER SERVICE GUIDE
The Social Customer Service
Guide developed for the
Company in October 2014.
A team of Social Media
Associates are being trained
to help the Company live up
to its commitment to quality
in the digital space.

LIVE CHATS- POWER TALKS
Position your team members as experts and tackle issues with more public talks.

SOCIAL MEDIA POLICY
The Social Media Policy
created April 2013 followed
by a nine month
consultation with key
departments including
Corporate Communications,
IT, Legal, HR, Customer
Services, Parish Managers
etc.
JPS restricts access to social
media sites to employees
unless otherwise approved.
The policy is revised annually.

KEY ELEMENTS FOR A
SUCCESSFUL SOCIAL CUSTOMER
SERVICE

Key Elements for a Successful Social
Customer Service
• At JPS (myJPSonline), we humanize our brand by
managing our customer service issues,
communications & marketing messages and customer
education all in one.
• To support this, we have in place the necessary
internal organizational structure and support utilities
can address customer issues, resolve complaints and
improve satisfaction.
• Company wide training for social media team, senior
managers, customer satisfaction team and parish
managers that form part of our SM Ambassadors.

PARISH MANAGERS ON SOCIAL MEDIA

Customer Service
• At our Company, we have rolled out a Social Media
Ambassador program where all our state managers
have Corporate Facebook & Twitter accounts along
with strategically selected members of management
including the Head of Customer Services and Manager
for the Customer Care Centre as part of our strategy.
• If ever we need assistance with customers online we
can make real time connections so issues can be
addressed more speedily.

Customer Service
• Let customers know when the channel is ‘live’ or
being monitored and where to go outside of
operating hours or for emergencies. Example:
Connect with us on FB Mon-Fri 8:00am-5:00pm. For
emergencies, Call 1-888-225-5577(LIME) or 1-888-935-
5577 (Digicel). Need more info, visit www.myjpsco.com
• Social Media Guidelines for Fans/Followers of
your page should be in your About section.

Customer Service
Share Customer Advisories and Emergency
Advisories as Wall Posts that we can pay to promote to a
wider audience as needed.
Incorporate messaging across website, mobile app as well as
traditional media (radio or television).
If the issue becomes a crisis, we change our cover photo as
well until the matter is completely resolved.

Customer Service
Simple but key…
• High quality & Engaging
Original Content
• Proper Grammar
• Speed of First Response
to Queries
• Quality of Customer
Service
All channels are an extension
of your brand, your company…
what you do here is no less
important.

Customer Service
The right social media
management tools and a
presence on major networks
like Facebook, Twitter and
LinkedIn is a necessity.
• Hootsuite – Most Popular
• SproutSocial-
Recommended
• TweetDeck- Excellent for
Twitter
• SocialMention.com-
Great for Social Listening

Learning from Different Sectors That
Champion Social Media

Restaurants & Social Media
• The restaurant industry has always been in the mix of
social media from customers reviewing online listings to
sharing their reviews.
• With social media, everyone now has to deal with
continuously creating original and engaging content.
• While most restaurants would have maintained blogs,
many have now expanded to social media with more
“bite-size” bits of information.
• Importantly, social media is an extension of customer
service. In this digital arena, where everyone has a voice.
Positive or negative reviews have far-reaching impacts.

Industry: Restaurant
• Utilize visual hammers- high quality photographs
from your company as well as crowdsourced.
• Take complaint management from public to private
conversations.
• Multiple channel options-Facebook, Twitter,
Instagram, WhatsApp… But you cannot be
everywhere- so go where your target audience is.
• Be consistent in your engagement.
• Listening to what people are saying about your
brand and connecting with the people.

Industry: Cosmetics
• Incorporate social media with traditional and online
marketing.
• Monitor and listen to what is customers perceive
your brand to be and provide customer support.
Focus on engagement and building your online
community.
• Publish content that positions your company as
experts in your industry.
• Use social media for market research.
• Reward your fans with great gifts/rewards/ online
exclusives.

Industry: Retail
• “Humanize” your brand with a balance of corporate
communications, marketing messages, customer
service support in the right voice.
• Pay attention to your social media accounts and
engage with your audience to build lasting
relationships.
• If you are considering multiple Facebook and
Twitter accounts for various suites of the business-
ensure customers get a personal experience across
the board.

Industry: HealthCare
• Curate and share stories that are relatable and authentic.
• Move from just pushing content to building an
interactive customer experience.
• Do not copy and past the same content across all your
channels.
• Engage in conversation on topical issues affecting
customers/ industry.
• Use big data to drive your strategy. Tap into the insights
provided by Facebook and your social media
management platform (SproutSocial, HootSuite etc)

INTEGRATING SOCIAL MEDIA
WITH TRADITIONAL MEDIA FOR
BRAND UNITY.

JPS POWERSMART
ENERGY CHALLENGE
www.jpspowersmart.com
Reality Show on National TV & Social Media for Customer
Education on Conservation!

JPS POWERSMART
ENERGY CHALLENGE
On March 10, 2015, we launched
our JPS PowerSmart Energy
Challenge (#PSEC) Competition.
This reality show which airs on
national television in Jamaica and
will run over a 3 month period.
We have also created an App that
will track the families over the
campaign and engage our online
audiences with energy saving trivia
questions and opportunities to
support their favourite families.

JPS POWERSMART
ENERGY CHALLENGE
The TV show will allow members of the public to watch our six (6)
exciting PowerSmart families, compete to see who can decrease their
energy consumption by the greatest percentage decrease. The winner
will get the Grand Prize of J$1,000,000 in cash and prizes!!
The families are very excited and the engagement is high, and it is
expected that the show will capture the attention of the Jamaican
public, giving them an opportunity to see real life examples of
conservation at work.
The public can get live updates during the shows’ airing on our
Facebook & Twitter channels (@myjpsonline) as well as track the
families’ progress on our App- www.jpspowersmart.com

JPS POWERSMART
ENERGY CHALLENGE
Feedback on our Facebook & Twitter the show was overwhelmingly
positive and engagement was high:
• Sadeka Haylett Great show! This will help us as customers to conserve...I
enjoyed every moment of the show..
• Christopher Maxam Not bad at all i like this @JPS
• SunshineDiva Simmonds Go JPS, I enjoyed the show not too long ago
• Jacinth Taylor I have learnt a lot already
• Licensed Electricians Connection I am watching
• Marilyn Smith Don't want to miss it
• Mark Johnson Good to go
• Kimonie Bennett I like it, good conservation tips.
• Sherika Walters Competitors you all stand the same chance of winning
this competition once you remain disciplined. It cant be won by you
sticking to your old habits. Be smart and take steps to adopt and
implement the conservation tips from your mentors

JPS POWERSMART
ENERGY CHALLENGE APP
Over the life of this 3-
month reality TV
showcase, we have also
created an App that will
engage our online
audience right throughout
the campaign.
The app is also accessible
via our facebook page and
is compatible with Android
and iOS mobile devices.

JPS POWERSMART
Even if you missed an
episode of #PSEC on
national TV, you have a
24/7 online portal where
you can get to know the
families and energy
mentors, vote for the
favourite conservation tip
for each family and more.

JPS POWERSMART
The Public will be able to
log into the App using
their Facebook accounts
and answer trivia
questions for a chance to
win prizes from our energy
management store- the
JPS eStore

I LOVE MY LIGHT HIGH SCHOOL
DANCE COMPETITION

DANCE COMPETITION
• For any social media strategy, knowing your audience is key.
Jamaicans love music, love to compete and love to dance!
• So to engage the youth of Jamaica in energy education, we invited
fifteen high schools, which are a part of the JPS Foundation’s
Energy Clubs programme, to compete in February 2015 for the
chance to win up to $100,000 in cash and prizes, plus an
appearance on a national TV show.
• JPS Foundation's Energy Clubs programme was launched
last year, as part of its focus on energy education and
innovation. The programme also aims to assist the
participating schools to manage their energy
consumption.

DANCE COMPETITION
• The “I Love My Light” song was available for download on JPS’
SoundCloud and is played on radio every hour on the major radio
stations of our target audiences:
https://soundcloud.com/myjpsonline/i-love-my-light-trever-off-
key-mix2
• The exciting dance-off, supports JPS’ national energy conservation
Campaign. The campaign included news articles & paid advertising
in leading newspapers in Jamaica encouraging persons to visit the
JPS Foundation Facebook page to view and vote for their favourite
video.
• The campaign could be seen across all out touch points- digital
screens in our customer service offices, website, online channels to
ensure unity of our brand message.

DANCE COMPETITION
• To build engagement online, “voting” meant that
#EveryLikeShareandCommentCounts
• Online Voting ( February 27- March 1) of the dance videos on the
JPS Foundation Facebook page accounted for 50% of the overall
score for the participants in the competition. Judging by a JPS
panel will account for the other 50%.
• To watch the videos you can visit our JPS Foundation Page:
https://www.facebook.com/JPSFoundationJa

DANCE COMPETITION
JPS Foundation Facebook Page
Over 19,100 stories were created from our content and shared by
12,400 users, with an average reach of over 25,500 persons per
post. Engagement reached a high of 134,844% or 72,870
Jamaicans engaged in our competition at any given time.
ILML Dance Competition Online Voting
· Network: Increased by +90% to current 5,202 fans
· Total Reach: 369,127 persons (Up 60,512%)
· Engagement: 72,870 persons engaged (Up 134,844.4%)-
o 99.9% positive sentiments
o Over 12,000 comments received.
o 70% Female Audience
o 62% of engaged persons were aged 13-24

COMING SOON…
JPS TV ON SOCIAL MEDIA
The #InDiLoop Show
will be streamed on
Facebook and shared
on Twitter and Digital
Screens in JPS Offices
islandwide.
It will feature ‘light’
and fun segments with
the President & other
top executives and
customer education
features.

Big Up from
#TeamJPS in
Jamaica!

For more info, you can reach me via:
Tricia Williamson
Social Media & Online Communications, JPS
twilliamson@jpsco.com
tricia.williamson@gmail.com
876-878-3750
876-448-4565
LinkedIn: jm.linkedin.com/in/triciawilliamson/

Reaching And Engaging Customers Through Social Media- CXTU-Presentation by Tricia Williamson

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