hawaii clean energy initiative online presence. social media best practices utilize promotions to...
TRANSCRIPT
Hawaii Clean Energy InitiativeOnline Presence
Social MediaBest Practices
• Utilize promotions to drive social activity and engagement
• Objective: Generate “noise” across social properties• Link Facebook & Twitter together to generate a strong and engaged
following
• Strategy• Give away super-trips at each of the properties based on user’s social
media participation
• Utilize PR, social media, partnerships and traditional advertising to promote and execute reward vacations
HCEI WEBSITE
FACEBOOK TWITTER
Online Channels
Facebook stats
FacebookPassalong Power
100
Katie’s friends have been made aware that she would like to know more about what Burt is a fan of.
Martha’s friends have been made aware that she approves of Burt’s Fandom.
60
130
290 Positive Exposures
Burt’s Friends now know that he has become a fan of something.
Facebook Mobile
- Publish everywhere- Always available- Cross platform- Highly distributed
Facebook Best Practices
• Facebook should be brand centric. – Posts should always reinforce the brand.
• Define and maintain a brand personality
• Keep page fresh without overwhelming your audience
• Posts should encourage engagement
• Foster Community among fans
• Standardize approach across all experiences
• Share successes from all branches
• Entice engagement through• Unique & compelling content such as human stories
• Promoting programs, offers and rebates
• Highlighting HCEI specific info i.e. achievements
• Establish editorial calendar (manage frequency)
Facebook Content Strategy
• Utilize Facebook as the primary conversation starter • Users are more comfortable in this medium
• passalong is easiest
• Create photo and video library• Proactively pursue excellent content
• share with your audience
• Identify content contributors• Solicit and share info from branch
• Allow for “managed” user generated content• Always reward users for participating
Facebook Content Strategy
• Promote message: distributing HCEI headlines in the newsfeed.
• Identify offers, rebates & programs – things people can act on.
• Include Energy Tips, Fun Facts, Audits; resources that influence clean energy behavior.
• Solicit feedback & suggestions from audience.
• Update tabs with new and relevant content. i.e. Events, Photos, Videos.
FacebookEditorial Calendar
• Synchronize with media calendar
• Contact branch managers to submit content
• Engage audience by soliciting images, photos or video
• Keep content fresh, post regularly but not too frequently
• Post 1 or 2 times a day. In the morning and afternoon
• Gather information • Track breaking news • Crowdsource questions• Share industry news• Share breaking news• Overflow for Facebook content• Announce events
• Use Twitter as a way to broadcast non branded content• 3 - 4 tweets per day
• Event reminders• Industry News• Special offers • Press• Live event comments
• RT positive content• RT brand content
Twitter best practices
• Don't push ads or brand messages, engage in relevant conversation that supports your messages
• Don't forget to add value
• Be human! Don't just broadcast company announcements
• Distribute key headlines with links back to HCEI website when possible.
• Announce Events during Energy Awareness Month such as “Living Energy Light”
Website
Website
• CMS
• Posting
• Frequency
Website
• Capture attention with provocative headlines and graphics
• Support with digestible informative and understandable body copy.
• Link to related articles within the HCEI website or to other websites as necessary.
• Add analytics to the HCEI websites so we can begin to gather metrics.
• Update Events page with all events taking place in October.
•
Success Metrics
• HITS: – measured by increase in fans and unique visitors to
site
• Engagement: – measured by active fans on facebook
– measured by time spent on website
• Conversion: – rebates redeemed, links to or downloads of
application forms
Measurements
• Establish regular checks of:– Infegy Reports: social media chatter & sentiment
tracking.
– Google Analytics: site traffic, unique visitors, time spent on site, bounce rates.
– Facebook: Statistics, new users, engaged users
– Twitter: new followers
Recommendation
Summary or Conclusion
Separate opinions from facts, and make sure your audience can see the difference.
Aim for quality, not quantity. Offer your contribution with context whenever you can. Provide links to other blogs,
media articles or whatever sources you think are necessary. Make your content rich and interesting for others to read.
Tips from leading brands
Summary or Conclusion
With conversations, participate online. Don’t “broadcast” messages to users.
With moderation, only police where we have to. Trust users.
Tips from leading brands
Summary or Conclusion
Tips from leading brands
Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.
But if it gives you pause, pause.
It's a conversation. Talk to your readers like you would talk to real people in professional situations. In
other words, avoid overly pedantic or "composed" language.