Hawaii Clean Energy Initiative Online Presence. Social Media Utilize promotions to drive social activity and engagement Objective: Generate “noise” across.

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Presentation transcript:

Hawaii Clean Energy Initiative Online Presence

Social Media 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 FacebookTwitter

Facebook

Facebook stats

Facebook 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 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 Structure Content & promotion Engagement Increased Fans

Facebook 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 Content: Utilize Facebook as the primary conversation starter – Users are more comfortable & passalong is easiest within this medium Create photo and video library – Proactively pursue excellent content and share with your audience Identify content contributors Allow for “managed” user generated content – Always reward users for participating Identify offers, rebates, programs Promote tips, fun facts, things people can act on

Facebook content strategy Editorial 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

Facebook Best Practices Page and message should always be brand centric. – Posts should always reinforce the brand. Content posted Define and maintain a brand personality Keep page fresh without overwhelming your audience (there is nothing more annoying than a Facebook or Twitter account on steroids). Business.gov Posts should always reinforce the brand Posts should encourage engagement Foster Community among fans

Twitter Gather information Track breaking news Crowdsource questions Share industry news that isn’t HCEI specific Share breaking news that doesn’t make the Facebook criterial or schedule

Twitter Use Twitter as a way to broadcast non branded content tweets per day Event reminders Industry News Special offers Press Live event comments RT positive content RT brand content

Twitter Use Twitter as a way to broadcast other content 1 – 2 tweets per day Event reminders Industry News Special offers Facebook content 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

Website

CMS Posting Frequency

Measure SUCCESS METRICS: hits: measured by increase in fans and unique visitors to site Engagement: measured by active fans on facebook Engagement: measured by time spent on site 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.