geopower europe, dec. 6, 2011
DESCRIPTION
Promoting Geothermal - and the need for the right investment Event: EGEC GeoPower Europe 2011, Milan/ Italy, Dec. 6-7. 2011TRANSCRIPT
PROMOTING GEOTHERMAL … and the need for the right investment
Alexander Richter Canadian Geothermal Energy Association (CanGEA) ThinkGeoEnergy.com @thinkgeoenergy 6 December 2011 – GeoPower Europe, Milan/ Italy
ThinkGeoEnergy.com
• Global news • Job Portal • Geothermal Power
Plant Map • Social media • iPhone app • Free pictures • Services
GeoEnergy
PERCEPTION "AND POSITION OF THE INDUSTRY
Geothermal utilization
Geothermal electricity generation"in TWh, IEA 2008
Coal Gas Hydro
Nuclear Oil Wind
Biomass
Waste
“Geothermal energy, potentially the largest – and presently most misunderstood - source of energy” Al Gore, Our Choice
PUBLIC RELATIONS "& MARKETING
Public relations
The maintenance of a favorable public image by an organization or a famous person The actions of a corporation in promoting goodwill between itself and the public, the community, employees, customers etc.
Source: Collins English Dictionary
Marketing
The organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships !in ways that benefit the organization and its stakeholders
Source: American Marketing Association
Defining target groups
General public Politics – local vs. national Stakeholders Strategic partners Investors/ banks Media – specialized or general
General (public opinion & politics)
Under-promise and over-deliver!vs.
Over-promise and under-deliver!
5,000 MW by 2015
170 projects 5,400 MW
Vast resources
Examples:
Politics
Promise vs. delivery Marketing vs. public relations Lobbying/ industry voice Terms of election Responsibilities Long-term vs. short-term Champions
Investors & financial institutions
Definition of targets Documentation Partners Project choice based on availability of finance Vendor-based financing (approach) Reporting Codes vs. Terms & Definitions
North American geothermal stocks
Ram Power (RPG)
Nevada Geothermal Power (NGP) US
Geothermal (GTH)
Alterra Power (AXY)
Ormat Technologies
(ORA)
Chart courtesy of Google Finance
Events
Key target areas and audience Geothermal vs. all-renewables Sale vs. general promotion Scientific/ academic vs. business development Topical, regional vs. multi-national Number of events:
1 1 1 1 1
6 6 7
4 3 1 1
Mar '11 Apr '11 May '11 Jun '11 Jul '11 Aug '11 Sep '11 Oct '11 Nov '11 Dec '11 Jan '12 Feb '12 Mar '12
MEDIA
General and specialized media • General • Specialized • Focus • Online/ print • Press releases • Interviews • Relations • Availability • Documentation …
Social media
Facebook Twitter LinkedIn/ Xing Google+ Ning Slideshare Flickr YouTube/ Vimeo Issuu RSS feeds
Social network Business development News, promotion Documents/ visibility
Engagement of readers/ interest groups ThinkGeoEnergy
520! Group 595! News- letter 843!
Followers
as of Dec. 6, 2011
Daily visits: 650 (average last 12 months)
ThinkGeoEnergy - readership
27.57% 2.15% 2.45% 2.76%
3.38% 3.70%
4.37% 4.66% 4.87% 5.01% 5.12% 5.41%
28.55%
188 Other New Zealand
Japan Indonesia
India Iceland
Germany Kenya
Australia UK
Philippines Canada
U.S.
Last 12 months (Nov. 30, 2011)
Global/ regional reach Language(s)
SUMMARY
POSITIONING
• Role of geothermal in global picture • Promotion tailored for targets • Utilization of available tools • The need to spend money on marketing,
promotion & lobbying • Concerted efforts in promotion to public and
politics necessary
Picture credits Geothermal Heat Pump – Garden loop Source: Winnipegwomen.com
Széchenyi Thermal Baths, Budapest/ Hungary Source: Flickr/ Vlastula, creative commons
Wairakei geothermal power plant, Waikato, NZ Source: Ingolfson, creative commons
Al Gore in An Inconvenient Truth Source: Eric Lee/ Paramount Pictures
Drilling rig in Basel, Switzerland Source: Georgios Kefalas/ AP, msnbc.msn
Drilling rig iat Bald Mountain, California Source: Oski Energy
Langenhorn wind park, Friesland, Germany Source: EPAW.org
Concentrating solar power plant Source: National Instruments
Reykjanes geothermal power plant, Iceland Source: ThinkGeoEnergy
Newspaper stand Source: 4FreePhotos
Renewable Energy World Magazine North America Source: Online.Qmags
Geothermal advertisement/ EnBW by Jung v. Matt Source: Guerilla-Marketing
Contact Alexander Richter Canadian Geothermal Energy Association (CanGEA) [email protected] ThinkGeoEnergy.com [email protected] Follow me:
Twitter: @thinkgeoenergy LinkedIn Group: ThinkGeoEnergy Flickr.com/thinkgeoenergy YouTube.com/thinkgeoenergy Slideshare.com/thinkgeoenergy