New Approaches to Behavior Programs: Social Media and Gamification

Transcription

1 New Approaches to Behavior Programs: Social Media and Gamification Case Study: SMECO Facebook Competition Pilot Natalie Zandt, ICF International April 1,

2 Agenda Who is Southern Maryland Electric Cooperative (SMECO)? SMECO s Home Energy Reports Program Facebook Competition Pilot Approach Overview Marketing Results Lessons Learned 2

3 SMECO Service Territory 3

4 SMECO Customers 4

5 SMECO s Home Energy Reports Program 2013 Home Energy Reports 50,000 customers Marketing Modules s 10,000 customers Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Welcome HVAC HPwES Dec 2014 Home Energy Reports 50,000 customers Marketing Modules s 10,000 customers Recycling HPwES 5

6 SMECO s Home Energy Reports Program Paper Home Energy Reports 6

7 SMECO s Home Energy Reports Program Home Energy Reports 7

8 SMECO s Home Energy Reports Program Web Portal 8

9 SMECO s Home Energy Reports Program Facebook Application 9

10 Facebook Competition Pilot - Approach Paper Report/ Report Facebook Competition Web Portal 10

11 Facebook Competition Pilot Overview Energy Savings Challenge Hometown Spirit Energy Savings Challenge Challenge Period: April-June 2013 Objective: Reduce your electricity usage by at least 3% compared to your 2012 baseline Compete against other SMECO customers to achieve the greatest percent reduction compared to your 2012 baseline Motivation: Peer Recognition Prizes: One $1,000 Sears Gift Card, Two $200 Energy Efficiency Gift Baskets, and Eight $45 Energy Efficiency Gift Baskets Marketing: blast Facebook posts Digital banners SMECO web page Challenge Period: Nov Jan Objective: Help your county team achieve the greatest cumulative and aggregate average per person energy savings compared to team members baseline. Compete against other team members to achieve the greatest percent reduction compared to your baseline Motivation: Team Recognition Prizes: Four $200 Visa Gift Cards Marketing: blast Facebook ads Facebook posts Promotional flyer Digital banners SMECO web page 11

12 Facebook Competition Pilot Overview Energy Savings Challenge Hometown Spirit Energy Savings Challenge 12

13 Facebook Competition Pilot - Marketing Blast Digital Banner Web Page Facebook Posts 13

14 Facebook Competition Pilot Marketing blast Flyer Digital Banners 14

15 Facebook Competition Pilot - Results Energy Savings Challenge Hometown Spirit Energy Savings Challenge 201 customers participated: 76 customers achieved 3% reduction goal Top 11 customers saved more than 27% compared to their 2012 baseline 50,098 kwh saved - excluding customers who used more energy compared to their baseline 29,233 kwh saved - including customers who used more energy compared to their baseline 22 customers participated: 9 customers saved energy compared to their baseline Top 4 customers saved more than 30% compared to their baseline 16,864 kwh saved - excluding customers who used more energy compared to their baseline 2,056 kwh saved - including customers who used more energy compared to their baseline 15

16 Facebook Competition Pilot - Results Hometown Spirit Challenge Data Extract Team Name Account # Nov-12 Dec-12 Jan TotalNov-13Dec-13 Jan Total Difference % Difference Calvert County % Charles County % Calvert County % Calvert County % Charles County % Saint Mary's County % Calvert County % Charles County % Calvert County % Saint Mary's County % 16

17 Facebook Competition Pilot Results We went from two refrigerators to one and we bought a heat pump water heater. We did take advantage of the $350 SMECO heat pump water heater rebate. We also switched everything to compact fluorescents, so that saved a lot of energy. First we changed our water heater, and we got an energy efficient water heater. We also did the insulation on the pipes, both the hot and cold water pipes coming off of the water heater. We looked throughout the house and improved our insulation. Also we put CFLs throughout the house, replacing all our old bulbs with efficient CFLs. Last fall I renovated my downstairs and in the process I replaced my HVAC system. It was 20 years old. Just doing that saved a lot of energy. Also when the challenge started I bumped up the programmable thermostat that I received through the Cool Sentry program a few degrees, and just dealt with it being a little warmer throughout the summer. I got my electricity bill down to $50/$60 bucks all summer. 17

18 Lessons Learned Energy Savings Challenge Hometown Spirit Energy Savings Challenge Pros More enticing grand prize Straightforward objective Able to compare your savings results to other team members throughout the challenge period Cons Unable to compare your savings results to other participants until the end of the challenge Unable to compare your savings results to participants on other teams Less enticing grand prize More complicated objective Launch of challenge during holiday season likely had a negative impact on participation 18

19 Lessons Learned Facebook platform is easy to use, but customers are not used to sharing and interacting with their utility data on Facebook Limited time frame of competition helps to create a sense of urgency Marketing the competition well in advance can potentially increase level of savings Encouraging participants to share their experience with friends and family on Facebook will likely generate greater participation Team competitions are effective when there is a natural rivalry that exists amongst teams Facebook competition platform design and user experience impacts participation Real time data will heighten game-like experience 19

20 Discussion/Questions? Contact Information Natalie Zandt, ICF International