The SMi Group are pleased to present their 2nd Annual Conference on Social Media in Utilities scheduled for 15th-16th April 2013, Central London.

Social media use in utilities is now well established in the US and has really started to take off in the UK and Europe in the last year. It is no secret that the utilities industry is suffering from a lack of customer confidence and social media is a proven way of mending this broken relationship. Recently there have been significant developments in social media in utilities for both in-house communications such as recruitment and more customer-facing practices such as crisis management. Not only have there been technological advances in social measurements and social media on your mobile but also in measuring the efficacy of your social media with a real emphasis on targeted research and social listening. Utilities companies are starting to realise the benefits an effective social media campaign can bring them and this conference will guide you on how to really make the most of this.

This conference will be looking in particular at the developments in social media in the utilities sector in the last 6 months both within in-house use and in outward-facing strategies, researching your users and establishing the right social media strategy to impact them, the latest advances in social media technology and the political side of social media use. With in depth case studies, insights from industry experts and updates on the issues that matter, this conference is a must attend for anyone involved in this field.

With the growing presence of social media in utilities in Europe and the UK, SMi presents an unrivalled opportunity to hear from industry experts directly about how they implement social media and to discuss the current developments in this field.

Key benefits of attending include:

Hear first hand from leading utilities companies how they are implementing social media through case studies
Discover about the technological advances in this sector and how you can use these to benefit your company
Learn about social metrics, the most effective research techniques, how to know your audience and how to target your social media campaign accordingly
Develop an understanding of the political side of social media, risk management and new regulation
Take advantage of the opportunity to discuss successful social media campaigns and the lessons learnt so as to improve your business
 • Meet industry experts from across utitlities, PR and Communications, Technology, IT, Social Media

Social Media Managers Directors of Communications companies
Online Marketing Directors  Digital/Website Managers
Communications Offfcers Press Officers
Customer Service Managers Head of Consulting
Lead Media Relations Business Development Managers
Heads of Recruitment Research Executives

3G Communications ; Alabama Power; Anglian Water Group Ltd.; Bord Gais; Bord Gais Energy; Brand Jack News; Brandjack News; Dachis Group; Direct Energy; Dominion ; Dong Energy; E D F Energy Powerlink; Electric Ireland; Electricity North West; Elexon Ltd; Elia System Operator SA; Google Inc; Home Serve; IBM; Law Offices of Carolyn Elefant ; Manx Electricity Authority; National Grid; OPOWER; Pike Research UK; Portland; Severn Trent ltd; Severn Trent Water; Shoosmiths; Southern Water; The Conversation Group ; U K Power Networks Services; Vitens; Waterbriefing; We Get Digital; Yorkshire Water Services Limited;

Conference programme

8:30 Registration & Coffee

9:00 Chairman's Opening Remarks

Tim Field

Tim Field, Head of Press and Public Affairs, Energy Networks Association

9:10 Generating ROI from Social Marketing

Ben Harknett

Ben Harknett, Head of Regional EU Sales & Client Services, Wildfire Google

•  How can marketers apply analytics to measure ROI?
•  What metrics should marketers track?
•  How can marketers leverage analytics to improve social ROI?
•  Based on actual data, what are the best social activities that are proven to generate ROI?

9:50 Overview of the political situation of the utilities market and how social media ties into that

Angela Knight

Angela Knight, CEO, Energy UK

  • Outline of the government’s plans to intervene in the utilities market
  • How to combat the lack of public confidence in the utilities market
  • Competitive market in the UK-is forcing the energy companies to provide lower tariffs an effective way of sustaining this
  • 10:30 Morning Coffee

    11:00 Panel Discussion - how can social media be used to influence decisions and promote campaigns?

  • Energy and the public trust deficit – how organisations can rebuild reputations on social media
  • Encouraging consumer switching and collective buying behaviours
  • Campaigning in public – Twitter’s role for journalists and policymakers
  • Social media content  –  Moving beyond the press release
  • Chris Pratt

    Chris Pratt, Senior Associate Director, Energy & Industrials, Hill & Knowlton

    Angela Knight

    Angela Knight, CEO, Energy UK

    11:40 Listening for strategic insights: breaking down the morass of social media data with a targeted approach

    Eoghan O'Neill

    Eoghan O'Neill, Social Listening Analyst, Ipsos MORI Social Media Exchange

  • Using social media to support traditional market research
  • Targetting social media listening to specific strategic objectives
  • An example: insights on customers switching provider from social media conversations
  • Know the limitations: validity and benchmarking
  • 12:20 Networking Lunch

    13:50 Social media at British Gas

    Phil Livingstone

    Phil Livingstone, Head of Digital Channels, British Gas

  • Linking all departments together under one social media strategy
  • British Gas case study- customer service comes first
  • Process modelling-developing a strategy internally
  • Creating content and campaigns which build relationships with customers
  • 14:30 Customer Services and Communications Teams Working Together to Achieve Social Media Success

    Toni Kinslow

    Toni Kinslow, Marketing Communications Manager, UK Power Networks

  • UK Power Networks social media journey
  • Which department owns social media in an organisation?
  • How communications and customer services teams can overcome the challenges of working together
  • 15:10 Afternoon Tea

    15:40 Recruitment using the power of social media

    Adam Templeman

    Adam Templeman, Resourcing Manager, RWEnpower

  • Moving with the times- experimenting with different avenues for recruitment
  • Npower case study regarding  the success social media has had in recruitment
  • Cultivating the best customer experience in the recruitment process
  • Multi-channel  approach- How to ensure the latest technologies feed into your social media strategy and in turn how that fits within the wider attraction strategy
  • 16:20 Social media as a means of bettering customer service

    Bernard Mooney

    Bernard Mooney, Customer Care Manager, Bord Gáis Networks

  • Pros and cons of social media as a customer channel
  • Doing more for less – reducing unwanted calls
  • Keeping in contact- alternative channels of communicating with customers
  • Proactively informing customers during a crisis to divert large volumes of inbound traffic
  • 17:00 Chairman’s Closing Remarks and Close of Day One

    8:30 Registration & Coffee

    9:00 Chairman's Opening Remarks

    Malcolm  Wells

    Malcolm Wells, Director, Malwell Corporate Projects Ltd

    9:10 Devising a successful social media campaign

  • Shell Eco-marathon case study - Social Media for sustainability
  • Strategy and governance - key to delivering successful social media
  • Cultural differences in social media and learning from other cultures to achieve your goals
  • Dana Poole

    Dana Poole, Digital Network Manager, Unilever Plc

    9:50 Change the game, change the customer - The social gamification of energy consumption

    Robert J. Feeney

    Robert J. Feeney, President & Co-founder, Vergence Entertainment

  • IBM global utility survey- customer trust and behavior is improved by a simple yet elusive accomplishment:  knowledge retention
  • How do we use social and gaming mechanics to influence knowledge gain and measurable retention?
  • The secret to engagement that the industries of entertainment, advertising and education have known for a century
  • ASK Platform case study- changing the paradigm of how utilities educate their employees and customers alike
  • 10:30 Morning Coffee

    11:00 Q & A- Demo of the ASK Platform

    Robert J. Feeney

    Robert J. Feeney, President & Co-founder, Vergence Entertainment

    11:20 Social media and content marketing – Bauer Media’s approach to social media

    James Carson

    James Carson, Director (Former Marketing Specialist in Search, Social & Content, Carson Content

    <ul> <li>Getting departments geared to a new way of thinking</li> <li>Unifying accounts and dealing with politics</li> <li>Creating content, spatially-driven content and engagement via social media</li> <li>Case Studies - Grazia Street Fashion Week &amp; Motorcycle News on YouTube</li> </ul>

    12:00 Networking Lunch

    13:30 Planning for a Social Media crisis in the Energy sector

    Sean Walsh

    Sean Walsh, Head of Social Media, Blueclawsearch

  • Charting the journey how a tweet influences your online and offline presence - and share price!
  • How companies can limit damage by creating a necessary social media crisis plan
  • How utilities companies have reacted in the past to crisis and what they should've done instead
  • Building brand ambassadors & protecting from social media activists
  • 14:10 Risk avoidance - the legal implications case study

    Joanne Frears

    Joanne Frears, Solicitor, Jeffery Green Russell

  • Copyright and social media: who owns postings, pictures, content?
  • Cookies to get the cream: Considering why we use cookies, what to do about advising of use, what to do with information you get from using them.
  • Bouquets or Tomatoes: legal aspects of dealing with criticism, outspoken users/abusers
  • New customer protection law & social media
  • 14:50 Afternoon Tea

    15:30 Panel discussion: Buy-in from Other departments, Senior Management and the Board

    Tim Gibbon

    Tim Gibbon, Director, Elemental Communications Ltd.

    James Carson

    James Carson, Director (Former Marketing Specialist in Search, Social & Content, Carson Content

    16:00 Chairman’s Closing Remarks and Close of Day Two

    Malcolm  Wells

    Malcolm Wells, Director, Malwell Corporate Projects Ltd



    Creativity-the art of story-telling and the science of the impact

    Creativity-the art of story-telling and the science of the impact

    Copthorne Tara Hotel
    17th April 2013
    London, United Kingdom

    Copthorne Tara Hotel

    Scarsdale Place
    London W8 5SR
    United Kingdom

    Copthorne Tara Hotel

    The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

    The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.




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    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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