1 / 45

Hawaii Clean Energy Initiative Online Presence

Hawaii Clean Energy Initiative Online Presence. Cover goes here. Infegy Report Goes Here. HCEI Website analytics. HCEI website analytics. HCEI Website analytics. Facebook insights. Monthly Active Users: 94, down 6% Daily New Likes: 0, down 100% Total Likes: 545, up 0.18%.

beau-woodard
Download Presentation

Hawaii Clean Energy Initiative Online Presence

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Hawaii Clean Energy Initiative Online Presence Cover goes here

  2. Infegy Report Goes Here

  3. HCEI Website analytics

  4. HCEI website analytics

  5. HCEI Website analytics

  6. Facebook insights • Monthly Active Users: 94, down 6% • Daily New Likes: 0, down 100% • Total Likes: 545, up 0.18%

  7. Facebook Insights

  8. Facebook insights

  9. Facebook insights

  10. Facebook insights Post Quality = 5.5

  11. Facebook insights Post Quality = 8.2

  12. Twitter

  13. Online Channels: Evangelize Your Message Facebook 1. Expand Market  2. Build Brand Awareness 3. Engage with Your Audience Twitter 1. Track Breaking News  2. Broadcast Your Content 3. Crowd Source Information Hcei website 1. Official Brand Presence  2. Information Resource

  14. Social Media: Best Practices • Leverage Networks • Generate “noise” • Influence Search • Expand Reach

  15. 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.

  16. Facebook: Expand Reach 100 Burt’s Friends now know that he has commented on something. 60 Martha’s friends have been made aware that she approves of Burt’s comment. 130 • Katie’s friends have been made aware that she would like to know more about what Burt commented on. 290 Positive Exposures

  17. Facebook: Build Awareness 2. Build Brand Awareness • Posts should be Brand-centric. Focus on communicating info about HCEI and what you are doing to reach your goals • Link back to the HCEI website whenever possible (build site traffic & search rankings) • Link to partner sites when appropriate (encourage clean energy behavior)

  18. Facebook: build awareness

  19. Facebook: build awareness

  20. Facebook: Engage Audience 3. Engage with Your Audience • Facebook is not just about visits it’s about engagement – you can have conversations with your audience and foster community around your brand. An engaged audience is one that is more likely to share your message with others.

  21. Facebook: Engage Audience

  22. Facebook: Engage Audience

  23. Facebook: Best Practices • Define and maintain a brand personality • Keep your page fresh without overwhelming your audience • Solicit audience contributions • Foster community, encourage members to interact with each other • Establish an editorial Calendar, manage your message & frequency

  24. Facebook: Content Strategy • Promote HCEI & HCEI related content. i.e. partners • Highlight programs, offers & rebates: Provide links to them. • Share tips, fun facts & energy audit apps (encourage clean energy behavior) • Cover the different branches • Anything that engages, polls, questions etc. • Post relevant media, photos, video, audio

  25. Facebook: Editorial Calendar • Synchronize with media and event calendar • Keep content fresh, post regularly but don’t spam • Be consistent with the time you post at • Choose a focus for a month or week

  26. Role of Twitter • Gather relevant information • Track breaking news • Crowd source information • Engage in conversations • Be responsive

  27. Twitter: Best Practices • Define & maintain a brand personality • Engage in relevant conversations that support your message • Add value whenever possible • Be human, don't just broadcast, have a point of view. • Include links to key headlines or to HCEI site • Use hash tags (national & international exposure) • Announce and broadcast live from events • Track your category

  28. Twitter search

  29. Twitter search

  30. Twitter search

  31. Twitter: Content Strategy • Broadcastindustry related information • RT industry news • Tweet events and event reminders • Announcespecial programs, rebates and offers • Timely commentary from events and conferences • RT positive brand content

  32. Twitter: Editorial Calendar • Twitter efforts should coincide with major marketing messages and media calendars but the spontaneous nature of Twitter makes it the perfect medium for responding to unexpected trends, news or conversations. • Maintain a presence, 3 to 4 new tweets a day

  33. Role of the Website Official Brand Presence  Communicate importance of HCEI & your mission Information resource Maintain Events listings

  34. Website: best practices

  35. Website: content strategy

  36. Website: editorial calendar

  37. 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

  38. 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

  39. Recommendation • Website • Approve content on Monday, post on Wednesday • HCEI owned and developed content • Facebook • Post twice a day. Once in the morning (time) and once in the afternoon (time) • First and third party content specific to HCEI • Twitter • Post multiple times a day • Industry related news specific to Clean Energy and related to HCEI

  40. 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.Make your content rich and interesting for others to read.

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

  42. 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.

More Related