Hawaii Clean Energy Initiative Online Presence
Social Media Best Practices Leverage Networks Generate “noise” Influence Search Expand Reach
FACEBOOK 1. Expand Market 2. Build Brand Awareness 3. Engage with Your Audience Online Channels Evangelize Your Message TWITTER 1. Track Breaking News 2. Broadcast Your Content 3. Crowd Source Questions HCEI WEBSITE 1. Brand Presence 2. Information Resource
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. Martha’s friends have been made aware that she approves of Burt’s comment Positive Exposures Burt’s Friends now know that he has commented on something.
Facebook Build Awareness 2. Build Brand Awareness – Whenever possible posts should be about HCEI. Posts should focus on communicating information about what HCEI is doing to reach their goals, linking back to the HCEI website when appropriate.
Facebook Build Awareness
Facebook Engage Audience 3. Engage with Your Audience – Facebook is not just about visits it’s about engagement, where you can have a conversation 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 Best Practices Define and maintain a brand personality Keep your page fresh without overwhelming your audience Entice audience engagement Foster community, encourage members to interact with each other Establish an editorial Calendar, manage frequency
Facebook Editorial Calendar Synchronize with media and event calendar Branch managers to contribute content Keep content fresh, post regularly but not too frequently Post 1 or 2 times a day. In the morning and afternoon
Role of Twitter Gather relevant information Track breaking news Crowd source questions Engage in conversations Be responsive Announce events Broadcast live
Twitter Best Practices Define & maintaining 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 or to HCEI site Use hash tags to increase search Announce and broadcast live from events Maintain a presence
Twitter Content Strategy Broadcast industry related information Distribute key headlines Tweet events and event reminders Announce special programs, rebates and offers Timely commentary from events and conferences RT positive brand content RT industry news
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 urgency of HCEI’s mission Information resource for all HCEI projects Maintain Events listings Post PR and News content
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
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 – measured by time spent on website Conversion: – rebates redeemed – links to application forms
Recommendation Website – Post once a week on Wednesday following approval on Monday – HCEI owned and developed content Facebook – Post twice a day to newsfeed. Once in the morning and once in the afternoon – First and third party content specific to HCEI Twitter – Post multiple times a day – Industry related news specific to Clean Energy. Does not need to be HCEI specific
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. 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 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.