hawaii clean energy initiative online presence. social media utilize promotions to drive social...
TRANSCRIPT
Hawaii Clean Energy InitiativeOnline 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
Facebook Twitter
Facebook stats
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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.
60
130
290 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
• 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)
Facebookcontent 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
Facebookcontent 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
• 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
• Use Twitter as a way to broadcast non branded content• 3 - 4 tweets per day
• Event reminders• Industry News• Special offers • Press• Live event comments
• RT positive content• RT brand content
• 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
Twitterbest 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
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.