hawaii clean energy initiative online presence cover goes here
TRANSCRIPT
HAWAII CLEAN ENERGY INITIATIVE ONLINE PRESENCE
Cover goes here
INFEGY REPORT GOES HERE
HCEI WEBSITE ANALYTICS
HCEI WEBSITE ANALYTICS
HCEI WEBSITE ANALYTICS
FACEBOOK INSIGHTS
• Monthly Active Users: 94, down 6%
• Daily New Likes: 0, down 100%
• Total Likes: 545, up 0.18%
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
POST QUALITY = 5.5
FACEBOOK INSIGHTS
POST QUALITY = 8.2
FACEBOOK1. Expand Market
2. Build Brand Awareness 3. Engage with Your Audience
ONLINE CHANNELS: EVANGELIZE YOUR MESSAGE
TWITTER1. Track Breaking News
2. Broadcast Your Content3. Crowd Source Information
HCEI WEBSITE1. Official Brand Presence 2. Information Resource
SOCIAL MEDIA: BEST PRACTICES
• Leverage Networks
• Generate “noise”
• Influence Search
• Expand Reach
FACEBOOK: EXPAND REACH
• 1. Expand Market Reach, Attract New Audience– The benefit of Facebook is it’s viral component.
An average user maintains approx. 120 relationships. This means increasing the discoverability of your brand and attracting a new audience happens naturally.
FACEBOOK: EXPAND REACH
100
Katie’s friends have been made aware that she would like to know more about what Burt commented on.
60
130
290 Positive Exposures
Burt’s Friends now know that he has commented on something.
Martha’s friends have been made aware that she approves of Burt’s comment.
FACEBOOK: BRAND AWARENESS
2. Build Brand Awareness– Posts should be Brand-centric. Focus on
communicating info about HCEI and what you are doing to reach your goals
– Link back to the HCEI website whenever possible (build site traffic & search rankings)
– Link to partner sites when appropriate (encourage clean energy behavior)
FACEBOOK: BRAND AWARENESS
FACEBOOK: BRAND AWARENESS
FACEBOOK: ENGAGE AUDIENCE
3. Engage with Your Audience – Facebook is not just about visits it’s about
engagement – you can have conversations with your audience and foster community around your brand. An engaged audience is one that is more likely to share your message with others.
FACEBOOK: ENGAGE AUDIENCE
FACEBOOK: ENGAGE AUDIENCE
FACEBOOK: BEST PRACTICES
• Define and maintain a brand personality
• Keep your page fresh without overwhelming your audience
• Solicit audience contributions
• Foster community, encourage members to interact with each other
• Establish an editorial Calendar, manage your message & frequency
FACEBOOK: CONTENT STRATEGY
• Promote HCEI & HCEI related content. i.e. partners
• Highlight programs, offers & rebates: Provide links
• Share tips, fun facts & energy audit apps (encourage clean energy behavior)
• Cover the different branches
• Post relevant media, photos, video, audio
FACEBOOK: EDITORIAL CALENDAR
• Synchronize with media and event calendar
• Keep content fresh, post regularly but don’t spam
• Be consistent: try to post at the same time
• Choose a focus for a month or week
ROLE OF TWITTER
• Gather relevant information • Track breaking news • Crowd source information• Engage in conversations• Be responsive • Broadcast Live
TWITTER: BEST PRACTICES
• Define & maintain a brand personality
• Engage in relevant conversations that support your message
• Add value whenever possible
• Be human, don't just broadcast, have a point of view.
• Include links to key headlines
• Use hash tags (national & international exposure)
• Announce events
• Track your category
TWITTER SEARCH
TWITTER SEARCH
TWITTER SEARCH
TWITTER: CONTENT STRATEGY
• Broadcast industry related information• RT industry news• Tweet events and event reminders • Announce special programs, rebates and offers • Timely commentary from events and conferences• RT positive brand content• Don’t duplicate efforts
TWITTER: EDITORIAL CALENDAR
• Twitter efforts should coincide with major marketing messages and media calendars but the spontaneous nature of Twitter makes it the perfect medium for responding to unexpected trends, news or conversations.
• Maintain a presence, 3 to 4 new tweets a day
ROLE OF THE WEBSITE
• Official Brand Presence
• Communicate importance of your mission
• Information resource
WEBSITE: BEST PRACTICES
WEBSITE: CONTENT STRATEGY
WEBSITE: EDITORIAL CALENDAR
MEASUREMENTS
• Establish regular checks of:– Infegy Reports: social media chatter & sentiment
tracking.
– Google Analytics: site traffic, unique visitors, time spent on site, page views & bounce rates.
– Facebook: Statistics, new users, engaged users
– Twitter: new followers
SUCCESS METRICS
• Hits: – measured by increased fans on facebook
– unique visitors and page views on the website
– number of new Twitter followers
• Engagement: – measured by active fans on facebook
– Post quality
– measured by time spent on website
• Conversion: – rebates redeemed
– links to application forms
RECOMMENDATION
• Website– Approve content on Monday, post on Wednesday
– HCEI owned and developed content
• Facebook– Post twice a day. Once in the morning (8-9) and once in the
afternoon (1-2)
– First and third party content specific to HCEI
• Twitter– Post multiple times a day
– Industry related news specific to Clean Energy and related to HCEI
TIPS FROM LEADING BRANDS
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. Make your content rich and
interesting for others to read.
TIPS FROM LEADING BRANDS
With conversations, participate online. Don’t “broadcast” messages to users.
With moderation, only police where we have to. Trust users.
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.