1. Hawaii Clean Energy Initiative Online Presence

2. Social Media Best Practices Leverage Networks Generate “noise” Influence Search Expand Reach

3. 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

5. 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.

6. 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. 60 130 290 Positive Exposures Burt’s Friends now know that he has commented on something.

7. Facebook Build Awareness 2. Build Brand Awareness – Building brand awareness is where we recommend focusing your efforts. 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 site when appropriate (a posted article).

8. 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.

9. Facebook

11. 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

12. Facebook Best Practices Entice engagement through Compelling content such as human stories Promoting programs, offers and rebates Highlighting HCEI specific info i.e. achievements

13. Facebook Content Strategy Utilize Facebook as the primary conversation starter Users are more comfortable and pass along is easiest in this medium Promote message – distribute 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. Create photo and video library Proactively pursue excellent content share with your audience Identify content contributors Solicit and share info from branch chiefs

14. Facebook Content Strategy Allow for “managed” user generated content Soliciting images, photos or video Always reward users for participating Update tabs with new & relevant content. i.e. Events, photos & videos Users engaged with media spend more time on your page Share successes from all branches

15. Facebook Editorial Calendar Synchronize with media and event calendar Branch managers to submit content on regular basis Keep content fresh, post regularly but not too frequently Post 1 or 2 times a day. In the morning and afternoon

18. Role of Twitter Gather relevant information Track breaking news Crowd source questions Engage in conversations Retweet industry news Announce events Broadcast live

19. Twitter best practices Define & maintaining a brand personality Engage in relevant conversation that support your message Add value whenever possible Be human, don't just broadcast announcements, have a point of view. Distribute key headlines Announce and broadcast live from events

20. Twitter Use Twitter as a way to broadcast non branded yet relevant content 3 - 4 tweets per day Event reminders Industry News Special offers Live event comments RT positive content RT brand content

22. 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

25. 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

26. 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

27. 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

28. 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.

29. Tips from Leading Brands With conversations, participate online. Don’t “broadcast” messages to users. With moderation, only police where we have to. Trust users.

30. 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.