Justin Segall (Simple Energy) - Conférence TechnoArk 2013

Confidential and Proprietary
Prepared for TechnoArk Conference

Changing how millions of people save energy.

Simple Energy | SimpleEnergy.com | info@SimpleEnergy.com


Agenda

• The (un)Engaged Customer

• The Motivational Challenge

• How Simple Energy Engages and Motivates
Customers

• A Vision for the Future



3 Simple Energy | SimpleEnergy.com | info@SimpleEnergy.com


“Energy efficiency isn’t
just the low hanging
fruit; it’s the fruit laying
on the ground”


We’ve piled up a lot of sticks



But We Forgot Something


Average number of minutes spent by Americans per year
14,198
Energy has become “back of mind” for nearly all customers
(minutes/year)

4,599

1,920
1,584

14 6

Watching the #1 Interacting w/
Facebook Religious Activity Playing Sports Twitter
Movie in Theaters Utility


UTILITIES Prepared for TechnoArk Conference

“CityVille Is
AMAZING!”

CUSTOMERS
Breaking through barriers of consumer indifference takes
engaging customers in the ways theySimple Energy | be engaged.info@SimpleEnergy.com
want to SimpleEnergy.com |


How are People Spending their Time Online?

1 - Social

2 - Games

3 - E-Mail

4 - Portals



Social Gaming Demographics
Users by Age Group
<18
1%
18-21
60+ 5%
16%
22-29
14%

50-59
23%
30-39
21%

Average Social Gamer:
40-49 43 year old woman
20%

Contrary to common misconception, social gamers span age groups and demographics, with the average social gamer
being a 43 year old woman. Social gamers map well to the target demographic for most EE programs.

Source: PopCap Study, 2010


Would change
how they use
$$
energy



Results

<5%
of customers engaged



Motivating people to save energy, now.

Achieve measurable Increase program Stimulate dynamic Improve customer
and verifiable energy participation pricing participation & satisfaction
efficiency results load shifting



“Game Mechanics” are Behavior Motivators

Supersized Incentives Social Pressure FREE!!!

Social Comparison Accomplishments “Free Lunch”



The Platform For Customer Engagement

Customer Social Game Program
Engagement Mechanics Participation

Web Portal Mobile Social Messaging



Sample Programs – SDG&E and Pepco



Simple Energy Customer Engagement Platform

Customer Engagement
• Energy Comparisons
• Mobile, Web &
• Social Media




Energy Efficiency
• Energy Competitions
• Sponsor Communities
• Behavior Change
Customer Engagement
• Mobile, Web &
• Social Media




Targeted Energy Services
/ Products
• HAN Devices
• Micro-Targeting
Energy Efficiency
• Behavior Change
Customer Engagement
• Mobile, Web &
• Social Media



Time of Use and Peak Time
Pricing/Events
• “On Peak” Movement
• Communities & Motivation
Energy Product Sales
• Energy Saving Vehicle
• Micro-Targeting

Energy Efficiency
• Behavior Change
Customer Engagement
• Mobile, Web &
• Social Media



Analytics
• Social Modeling & Segmentation
• Energy Analytics & Performance
• Real-Time Peak Time Results
• Demographics & Deep Data
• Big Data Analysis



Mobile Engagement



Motivating people to save energy, now.

Vision for the Future



5% reduction
100 COAL-FIRED
POWER PLANTS


Justin Segall (Simple Energy) - Conférence TechnoArk 2013

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