DTE EnergyThe Practical Application of the Connections SoftwareMarcia Jackson – Manager, CI Strategy Group

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Today’s Topics – Practical Application

1. A Few Facts about DTE Energy 2. Challenges and Countermeasures3. The Real Critical Success Factors4. The Right Leaders at the Right Time5. The Implementation Strategy6. What have we learned

Gas Storage & Pipelines

Power/Industrial Projects

Gas Resources

Detroit Edison

MichCon

Non-Utility BusinessesRegulated Utilities

• Founded in 1903• Electric generation and

distribution• 2.2 million customers• Fully regulated by Michigan

Public Service Commission (MPSC)

• Founded in 1848• Natural gas distribution• 1.2 million customers• Fully regulated by MPSC Energy Trading

DTE Energy - Integrated Energy Company

DTE Energy businesses currently operate in 24 states.

KEY FACTS – 2011 Annual Report

Revenues $8.8 Billion

Net Income $720 Million

Customers 3.4 Million

Employees 9,8953

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CHALLENGES AND COUNTERMEASURES

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Communities: Major Challenges

THE FRIENDLY MERGER• Get synergies• Reduce costs

THE COMPETITION

2002: Two local companies merged

Detroit Edison

MICHCON

2006: PEP Implemented• Workforce reductions• Get the synergies

2004 2005 2006 2007 2008 2009 2010

DTE Overall Gallup Grand Mean

PEP

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• Email• Meetings• Tribal

Knowledge

Enterprise Events

Local Sharing Resulted in some local, episodic sharingTarget condition was connect people instantly regardless of your BU, group or position

Conversations and Content

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THE REAL CRITICAL SUCCESS FACTORS

Real CSFs: A System of PrioritiesDTE Energy Management Model shows how our six corporate priorities interact and

influence one another as a well-connected and reinforcing system. We use this system and set of priorities to drive toward our long-term aspirations.

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Real CSFs: Distinctive CI Capability

Implement Social Media as a way to promote sharing quickly between DTE employees.

PUSHINTO ENTERPRISE

PULLFROM ENTERPRISE

I think someone can benefit from this. New knowledge

I think someone has done this before. Existing

knowledge

Real CSFs: Defining Content

Knowledge Management can be quite broad.We’ve simplified it to make it actionable by all.

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Real CSFs: Provide Examples of Conversations

Leader to build CI skill and increase

engagement to achieve process

targets and customer

satisfaction

Daily sharing of performance, issues and lessons learned from problem solving

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Real CSFs: Change in Climate

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Real CSFs: Change in Climate

Smart filters were lifted and all employees can now access social media tools while at work

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CURRENT PAGE

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QuestLink

PAGE IN DEVELOPMENT

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Social Media Policy

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RIGHT LEADERS AT THE RIGHT TIME

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IT Conducted IBM Connections Demonstrations

Four Leaders Emerged• Engaged, enthusiastic• Made the connection• Contributed the

funding

FORMED 3 TEAMS DEFINED RESPONSIBILITY

STEERING

• CI Strategy Group• Corp Communications• Corporate Services

QUESTLINK

• Steering Team• Information Technology

Pilot

• The CI Community (96)• Public Affairs (118)• Corporate Services (450)

STRATEGY

DEVELOPMENT

USER GROUP

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Develop Team and Responsibilities

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THE IMPLEMENTATION STRATEGY

The Implementation Strategy

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Used the Influencer Model by Vital Smarts

1. What about personal motivation would drive the pilot group to use the new system?

2. What about personal ability….?3. What about social motivation…?4. What about social ability…?5. What about structural motivation…?6. What about structural ability…?

Personal Social Structural

Motivation and Ability

IT Demos with IBM

Strategy Dev

IT Testing

Production JAN DEC

Communications

Full Suite to PG APR

Training – 2 Hours

Enterprise

TIMING 2009 2010 4Q11 1Q12 2Q12 4Q12

Deployment Plan – 400 to 10,000

JAN – IMPLEMENTED WIKIS AND BLOGS IN THE WATERCOOLERDEC – IMPLEMENTED ANOTHER APPLICATION: PROFILES

APR – IMPLEMENTED FULL SUITE OF APPLICATIONS

DTE Energize the Deployment

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WIKI’S

PROFILES

CONNECTIONS

Early 2010Rolled out to the enterprisePlaced it on our Employee page

November 2011Rolled out to the Pilot GroupRequired to go to the QuestLink Page

April 2012Rolled out full suite to the Pilot GroupRequired to go to the QuestLink Page

Demonstrate, Build and Practice

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Let them see videos; know where to get help

Let them create profile & build network

Share through communities and forums

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Introduced Adoption: Gamification

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THE RESULTS WITH THE PILOT GROUP

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Deliver: QuestLinks

21 BLOGS 40 COMMUNITIES

53 FORUMS 135 WIKIS

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Created 21 Public CommunitiesCommunities:

Android Users

Continuous Improvement

Summer Interns

Marketing & Renewables

iPad, iPhone, iPod Users

Back Office News

Maintenance Strategy Team

Heritage & History

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SO – WHAT HAVE WE LEARNED…

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Key Learnings

Build it and they will come or Lead a horse to water Don’t need to break it apart 50% of the Pilot Group Users are Novices Be able to utilize the most savvy to teach the novices People reach out when information is posted Challenging to use when it’s not the page you land on Learn from past large initiatives Utilize Gamification, Blogs to help with the adoption

Thank you!

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