1 | social media at eereeere.energy.gov public service of colorado ponnequin wind farm social media...
TRANSCRIPT
1 | Social Media at EERE eere.energy.gov
Public Service of Colorado Ponnequin Wind Farm
Social Media at EEREAllison Casey
National Renewable Energy Laboratory
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• EERE’s approach to social media• Implementation roadmap• Energy Savers Blog• Other social media efforts• Talking to management
Topics
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EERE Web Enterprise
• 10 Programs• 6 Offices• EnergySavers.gov• 125 Sites and Subsites• 45,000+ pages and files
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What is Social Media?
CONTENT
The tools that allow individuals, groups, and organizations to…
Create
Combine
Share
Discuss
Edit
Organize
Collaborate on
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EERE’s Approach to Social Media
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POST Approach
Adapted from Forrester Research
http://blogs.forrester.com/groundswell/2007/12/the-post-method.html
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• Consumers• Stakeholders• Decision-makers
– Government– Industry– Business
• Media
People
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Increase and sustain interest in and enthusiasm for energy efficiency and renewable energy technologies, with the ultimate goal of technology adoption and energy efficient behaviors.
Objectives
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When
• A need has been identified
• Resources are available
• The effort complements other communication, including "Web 1.0" and print
• The effort can be coordinated with other social media efforts
How
• Share content
• Bring forward voices and faces
• Reinforce EERE as federal govt. authority on ee/re technologies
• Listen to, start, and join conversations
Strategy
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• Blogs
• Widgets
• Social Networking (Facebook)
• Social Bookmarking
• RSS Feeds
• Videos Sharing (YouTube, Vimeo)
• Photo Sharing (Flickr)
Technologies
EERE Corporate/Programs EnergySavers.gov Special Programs & Activities
Blogs As appropriate Yes Yes
Twitter Yes - Single EERE account Yes Yes
Facebook Yes - Single EERE account Yes Yes
YouTube No – Single DOE account No Yes
Flickr No – Single DOE account No Yes
To start: No content will be placed in external social media channels unless it already exists on the EERE Web site.
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Implementing Social Media
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Roadmap for Implementation
Adapted from Jacob Morgan.
http://www.jmorganmarketing.com/rolling-out-a-social-media-strategy/
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• Set up systems to listen and measure
• Monitor public user conversations and build understanding of user needs
• Define measures of success
Listen and Measure
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• Define strategy using POST method.
• Determine branding requirements and relationship with DOE, EERE, and EERE programs.
• Create accounts and build profiles or systems
Create Strategy, Branding, & Accounts
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• Identify existing content to share in social media
• Identify unique content that is needed
• Implement processes to ensure:– Content is up-to-date– Conversations are monitored– The overall effort is sustained.
Create Content
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• Implement methods for users to receive and share content
• Develop methods for linking and promotion on existing communications
• Establish relationships with related organizations: – Federal agencies– State and local governments– Related EE/RE organizations
Distribute and Promote Content
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• Encourage user contributions:– Commenting– Sharing– Tagging– Photos
• Develop processes for responding to and engaging with users
• Moderate and interact in a way that way that builds trust– Respond to questions– Approve critical comments
Build Community
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• Use measuring systems (e.g., stats) to evaluate progress toward goals and success measures.
• Determine whether new success measures need to be added.
• Identify areas for improvement or change.
Measure, Analyze, Adapt
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Social Media
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Energy Savers Blog
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Energy Savers Blog: POST
People
• Consumers• Homeowners or renters• Non-technical
Objective
Energy-saving actions using EERE resources to inform decisions
Strategy
• Provide regular, fresh content• Informal, personal, non-intimidating• Allow for comments, sharing
Technology
• Energy Savers Blog• Commercial service to start (Typepad)• Now in hosted solution
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Blog: ImplementationImplementation Roadmap Complete or In Progress Future Plans
Phase 1: Listen and Measure
- Benchmarked other EE/RE consumer blogs - Set up stats- Set up tracking of RSS subscribers (Feedburner)- Solicit comments from users on regular posts
- Continue exploring ways to engage users and encourage participation
Phase 2: Create Strategy, Branding, and Accounts
- Identified elements of POST strategy- Energy Savers branding (CFL imagery)- Started on Typepad- Moved to hosted solution
- Enhancements as necessary- Review and revise strategy as needed
Phase 3: Create Content
- Started posting 2x/week. 6 authors- Increased to 3x/week; 7 authors, - One entry is a "Question of the Week”
- Engage programs and guest authors- Identify scientists, program staff, others to interview- Identify opportunities to add video and multimedia
Phase 4: Distribute and Promote Content
- RSS feed - Widget- Linked from energy.gov home page- Automatically fed to Facebook page- Social bookmarking
- Implement email list- Implement Twitter account
Phase 5: Build Community
- Encouraging comments in entries and weekly questions- Responding to comments as needed- Asking readers to submit questions
- Continue brainstorming compelling entries and ways to engage readers
Phase 6: Measure, Analyze, Adapt
- Report on number of posts, visits, comments, RSS subscribers
- Identify new ways to measure engagement
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Energy Savers Blog: Results
Entries
143RSS Subscribers
501Comments
762Page Views
102,320
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Distribution
RSS
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Widget
6,798,065 Views
452 Fans
Energy Savers Blog Distribution
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Other Social Media at EERE
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Blogs
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Widgets
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Social Bookmarking
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RSS Feeds
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YouTube and Flickr at DOE
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In Progress
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Talking to Management
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Presenting to Management
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Questions?