07/25/2023
Source: Energy & Management Powernews
In addressing customers, energy suppliers increasingly rely on communication via social networks. Here, however, there is development potential, as the trend monitor shows.
Youtube, Facebook, Instagram, Tiktok & Co. open up new sales opportunities for energy suppliers. Especially younger people from 18 years, it is, which can be addressed via the social networks. For example, 30 percent of social media users expressly welcome the fact that energy suppliers are present and active on social media; among 30- to 49-year-olds, the figure is as high as 38 percent. The fact that their own energy supply company is active and approachable via digital channels is at least partially important to 43 percent of energy customers.
These are the findings of the market research institute Nordlight Research, based in Hilden near Düsseldorf, in its industry report "Social Media in der Energiebranche - Zielgruppen, Potenziale & Anforderungen" from the current "Trendmonitor Deutschland". The institute claims its survey is representative. It surveyed 2,300 German citizens aged 16 and over on their use of social media. It focused specifically on their perception of the social media activities of companies from the energy, telecommunications, insurance and banking sectors.
"For energy suppliers, social media play a limited, but nevertheless significant and increasing role in customer loyalty as well as customer acquisition," Thomas Donath states with regard to the results. According to the managing director of Nordlight Research, energy providers should not neglect the potential of social networks for communication, marketing and sales.
With the help of a successful social media presence, they could rather refine their image: After all, 36 percent of private household customers who use social media say that their energy provider's social media activities have changed their overall image of the company for the better. However, the survey also shows that for the majority (54 percent), the presence and activity of their own energy provider in social media has not yet played a significant role in their assessment of the company. There is potential for catching up, particularly in the reach of the energy providers' social media accounts: half of those surveyed by Nordlight Research who are active on social networks do not even perceive their current energy provider in the social media. According to their own data, only 6 percent of social media users in Germany are currently followers of energy companies. According to the market researchers, this is in line with the average for comparable service sectors (telecommunications providers: 7 percent, insurers: 5 percent), but still well below the reach of other commercial providers. Thus, about 14 percent of social media users in Germany follow the social media accounts of brand manufacturers.
Advertising content as a "necessary evil"
The market researchers see it as "well proven" that YouTube, Facebook, Instagram, Tiktok & Co. have a direct influence on the information search and purchasing behavior of consumers. 14 percent of private household customers who use social media say they have noticed offers from energy suppliers on social networks in recent months. Around one in two of these said they had then subsequently taken out one of these offers.
Cross-industry it shows: Pure commercial advertisement of enterprises in the social networks perceive the users predominantly as ?annoying and disturbing?(67 per cent) and/or only as ?necessary evil? for the financing of the social platforms.
Consumer-oriented information is in demand
Suppliers can score clearly better, fetch them consumer-relevant information and interactive exchange formats into the social media. According to the survey, 43 percent of all social media users say they are interested in the topics of "electricity & gas / energy saving / renewable energies". Financial and insurance topics come in at just 37 percent. The range of topics "Stars and celebrities", on the other hand, arouses the interest of 35 percent.
From the consumers more strongly desired are for instance Tipps for the everyday life, in addition, information to new products and offers. Jessica Ruiz Robota, study director at Nordlight Research, draws the following conclusion: "Energy suppliers should cater to the high interest in energy topics in social media even more in the future." In addition, they should take to heart that social media is not a one-way street. Rather, digital networks could be used to "revive" the dialog with customers that has often been largely lost.
The industry report "Social media in the energy industry: target groups, potentials & requirements" from the "Trendmonitor Deutschland" can be downloaded for a fee from the Nordlight Research website.
Author: Davina Spohn
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