Moving Beyond Traditional Media to Change Behaviors
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The document discusses how smart meters and real-time energy data can empower customers to change their electricity usage behaviors. It highlights the importance of providing understandable feedback, and how combining this information with social norms can effectively motivate energy conservation. Utilities are encouraged to use social media engagement and normative messaging to further enhance customer interaction and promote savings.
![Greater engagement = greater savings
Average therms saved
25
20.5
20
17.7
16.0
15
Therms
12.2
11.0
10
5
0
Control Only 1 Login 2 Logins 3 Logins 4 or more Logins
© E Source [data from PG&E]
9 www.esource.com || © 2012 E Source](https://image.slidesharecdn.com/becc2012beyondtradmediakimburke-121116120953-phpapp02/85/Moving-Beyond-Traditional-Media-to-Change-Behaviors-9-320.jpg)
Moving Beyond Traditional Media to Change Behaviors
- 1. Moving Beyond Traditional Media to Change Behaviors Kim Burke BECC 2012 www.esource.com Wednesday, November 14, 2012
- 2. Electricity is invisible. We all rely on it but unfortunately most of us take it for granted. We only really think about it when we get our bill or if the power goes out as unfortunately millions of people on the east coast experienced a couple of weeks ago during Hurricane Sandy. And until recently, most of us could never see how much we were using in real time.
- 3. Smart meters are changing the way that customers see their energy use. Utilities have an important role to play in getting energy-use data in the hands of their customers. They are uniquely positioned to help customers understand how they use energy and how to use it more wisely. Simply providing customers with ways to access their real-time energy consumption data is not enough. Telling people how many kWh they used isn't that valuable. We need to provide feedback that tells people how they are doing in a language they can understand and that makes it tangible. Courtesy: practicalowl
- 4. One way to get people to actually act on the information you’re providing them and to motivate them to change their behaviors, is to combine feedback with social norms. Norms provide guidance to what are socially acceptable behaviors. Utilities and other companies are using messaging around social norms to help drive behavior change. We’ve learned what a powerful effect that telling people what their neighbors are doing or comparing them to a peer group can have on behavior. Although people won’t consciously admit it, normative messaging can be a stronger incentive to motivate people to save energy than the opportunity to save money or to help the environment. Courtesy: EatLA.com
- 5. Behavioral Program Components Information Motivational Marketing & provided approaches outreach Energy saving tips Social norms Targeting Pledges / Prompts commitment Media Contests Energy Social networks / consumption Word-of-mouth Games Comparison to Opt-in / Opt-out peer group Rewards Alerts Community Canvassing achievement © E Source 5 www.esource.com || © 2012 E Source
- 6. Will tracking energy use ever become as addicting as your morning cup of coffee or checking out what your friends on Facebook are doing? Perhaps not. But a few utilities are making the bet that engaging with customers through social networks and using normative messaging is a smart way to get their attention in places where they are already spending so much of their time.
- 7. PG&E Winter Gas Savings Tracker Courtesy: PG&E
- 8. PG&E Winter Gas Savings Tracker Courtesy: PG&E
- 9. Greater engagement = greater savings Average therms saved 25 20.5 20 17.7 16.0 15 Therms 12.2 11.0 10 5 0 Control Only 1 Login 2 Logins 3 Logins 4 or more Logins © E Source [data from PG&E] 9 www.esource.com || © 2012 E Source
- 10. San Diego Biggest Energy Saver Courtesy: SDG&E
- 11. Reduce Your Use and the San Diego Energy Challenge Courtesy: SDG&E
- 12. Mommy Bloggers Courtesy: Mamarazzi Courtesy: EcoCrazy Mom
- 13. ComEd Online Games www.comedgames.com/arcade Courtesy: ComEd
- 14. Courtesy: Oncor
- 15. where do we go from here? 15 www.esource.com || © 2012 E Source
- 16. Manage expectations Courtesy: Dilbert by Scott Adams 16 www.esource.com || © 2012 E Source
- 17. Go where your customers are 17 www.esource.com || © 2012 E Source
- 18. Be creative, have fun! Courtesy: Ernst Moeksis via Flickr 18 www.esource.com || © 2012 E Source
- 19. For More Information Kim Burke Associate Director, Research, E Source 303-345-9114 [email protected] 19 www.esource.com || © 2012 E Source