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%

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

POST QUALITY = 5.5

FACEBOOK INSIGHTS

POST QUALITY = 8.2

TWITTER

FACEBOOK1. Expand Market

2. Build Brand Awareness 3. Engage with Your Audience

ONLINE CHANNELS: EVANGELIZE YOUR MESSAGE

TWITTER1. Track Breaking News

2. Broadcast Your Content3. Crowd Source Information

HCEI WEBSITE1. Official Brand Presence 2. Information Resource

SOCIAL MEDIA: BEST PRACTICES

• Leverage Networks

• Generate “noise”

• Influence Search

• Expand Reach

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.

FACEBOOK: EXPAND REACH

100

Katie’s friends have been made aware that she would like to know more about what Burt commented on.

60

130

290 Positive Exposures

Burt’s Friends now know that he has commented on something.

Martha’s friends have been made aware that she approves of Burt’s comment.

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)

FACEBOOK: BUILD AWARENESS

FACEBOOK: BUILD AWARENESS

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.

FACEBOOK: ENGAGE AUDIENCE

FACEBOOK: ENGAGE AUDIENCE

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

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

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

ROLE OF TWITTER

• Gather relevant information • Track breaking news • Crowd source information• Engage in conversations• Be responsive

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

TWITTER SEARCH

TWITTER SEARCH

TWITTER SEARCH

TWITTER: CONTENT STRATEGY

• Broadcast industry related information• RT industry news• Tweet events and event reminders • Announce special programs, rebates and offers • Timely commentary from events and conferences• RT positive brand content

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

ROLE OF THE WEBSITE

• Official Brand Presence

• Communicate importance of HCEI & your mission

• Information resource

• Maintain Events listings

WEBSITE: BEST PRACTICES

WEBSITE: CONTENT STRATEGY

WEBSITE: EDITORIAL CALENDAR

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

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

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

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.

TIPS FROM LEADING BRANDS

With conversations, participate online. Don’t “broadcast” messages to users.

With moderation, only police where we have to. Trust users.

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.