Techniques for controlling energy efficiency and demand response are disclosed. According to the disclosure, a first set of values associated with a first user comprising real-time energy consumption metrics and a second set of values associated with the first user comprising real-time social networking metrics are identified. The two sets of values are correlated to create a personalized set of incentives selected to stimulate deviation of the energy consumption of the first user. In a variable cluster of users the two sets are correlated in order to assign automatically adaptive incentives from a social energy game scenario pool for motivation control. Based on the above results and the correlated energy and social metrics, specific incentives from a pool of incentives are selected.
REAL-TIME SOCIAL ENERGY BEHAVIOURAL NETWORKS