Case Study: Large US Public Utility achieves targeted social media customer engagement with Blueocean Market Intelligence

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

Large US Public Utility engaged Blueocean Market Intelligence to build a base of knowledge about small- and medium-business social media practices in the utilities sector and to assess whether these businesses would value receiving energy-related information from the utility via social platforms. Blueocean deployed a three-phased 360-degree research approach—exploratory focus groups, a quantitative Sizing study, and a social media Listening program—to map behaviors and expectations.

Blueocean Market Intelligence identified medium-sized businesses as the best target for social outreach (72% of medium vs. 61% of small businesses use social media overall) and found they were notably more likely to research energy costs/usage (65% medium vs. 35% small) and to engage with the utility. By selecting six high-impact sites and monitoring four weeks of activity, Blueocean shaped a focused social media strategy around the most relevant topics and influencers, enabling the utility to target medium businesses as early adopters and improve engagement for energy-management communications.