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Fueling Energy Efficiency Programs with Social Media

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Cindy Jolicoeur
Cindy Jolicoeur

Best Practices using social media to drive energy efficiency program participation, presented at NEWIEE 3/14/13

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FUELING ENERGY EFFICIENCY PROGRAMS WITH SOCIAL MEDIA CINDY JOLICOEUR, VP/GROUP ACCOUNT DIRECTOR SMART CHOICES PRACTICE
MASS SAVER: A SOCIAL MEDIA SUCCESS STORY Insight: Word of mouth is the leading way customers learn about energy efficiency programs Social media has digitized word of mouth Social media is increasingly influential in purchase decisions Challenge: How do we leverage these dynamics to drive energy efficiency program participation? Solution: Cultivate an engaged, social community to build word of mouth and drive program participation
CREATE A MEANINGFUL PLATFORM
INVITE PARTICIPATION
MAINTAIN ENGAGEMENT
ENABLE ACTION
ENCOURAGE SHARING
CULTIVATE YOUR COMMUNITY
RESULTS: EXPONENTIAL GROWTH 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 - Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
0 200 400 600 800 1000 1200 1/1/13 1/3/13 1/5/13 1/7/13 1/9/13 1/11/13 Likes 1/13/13 1/15/13 1/17/13 1/19/13 Engaged Users 1/21/13 1/23/13 1/25/13 1/27/13 1/29/13 1/31/13 2/2/13 2/4/13 2/6/13 2/8/13 Unlikes 2/10/13 2/12/13 RESULTS: AN ENGAGED COMMUNITY 2/14/13 2/16/13 2/18/13 Total Consumers 2/20/13 2/22/13 2/24/13 2/26/13 2/28/13 3/2/13 3/4/13
0 200 400 600 800 1000 1200 1400 1600 1/1/13 1/3/13 1/5/13 1/7/13 1/9/13 1/11/13 1/13/13 1/15/13 People Talking 1/17/13 1/19/13 Page Consumptions 1/21/13 1/23/13 1/25/13 Negative Feedback/Users 1/27/13 1/29/13 1/31/13 2/2/13 2/4/13 2/6/13 2/8/13 2/10/13 2/12/13 2/14/13 2/16/13 2/18/13 Page Stories 2/20/13 2/22/13 Negative Feedback 2/24/13 RESULTS: CONSUMING & SHARING CONTENT 2/26/13 2/28/13 3/2/13 3/4/13 3/6/13

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Fueling Energy Efficiency Programs with Social Media

  • 1. FUELING ENERGY EFFICIENCY PROGRAMS WITH SOCIAL MEDIA CINDY JOLICOEUR, VP/GROUP ACCOUNT DIRECTOR SMART CHOICES PRACTICE
  • 2. MASS SAVER: A SOCIAL MEDIA SUCCESS STORY Insight: Word of mouth is the leading way customers learn about energy efficiency programs Social media has digitized word of mouth Social media is increasingly influential in purchase decisions Challenge: How do we leverage these dynamics to drive energy efficiency program participation? Solution: Cultivate an engaged, social community to build word of mouth and drive program participation
  • 9. RESULTS: EXPONENTIAL GROWTH 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 - Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
  • 10. 0 200 400 600 800 1000 1200 1/1/13 1/3/13 1/5/13 1/7/13 1/9/13 1/11/13 Likes 1/13/13 1/15/13 1/17/13 1/19/13 Engaged Users 1/21/13 1/23/13 1/25/13 1/27/13 1/29/13 1/31/13 2/2/13 2/4/13 2/6/13 2/8/13 Unlikes 2/10/13 2/12/13 RESULTS: AN ENGAGED COMMUNITY 2/14/13 2/16/13 2/18/13 Total Consumers 2/20/13 2/22/13 2/24/13 2/26/13 2/28/13 3/2/13 3/4/13
  • 11. 0 200 400 600 800 1000 1200 1400 1600 1/1/13 1/3/13 1/5/13 1/7/13 1/9/13 1/11/13 1/13/13 1/15/13 People Talking 1/17/13 1/19/13 Page Consumptions 1/21/13 1/23/13 1/25/13 Negative Feedback/Users 1/27/13 1/29/13 1/31/13 2/2/13 2/4/13 2/6/13 2/8/13 2/10/13 2/12/13 2/14/13 2/16/13 2/18/13 Page Stories 2/20/13 2/22/13 Negative Feedback 2/24/13 RESULTS: CONSUMING & SHARING CONTENT 2/26/13 2/28/13 3/2/13 3/4/13 3/6/13

Editor's Notes

  • #3: 2013 MARKETING OBJECTIVESCreate an engaged, social community to foster sharing and spur word of mouth awareness buildingDrive sales through multi-channel strategyRetailOnlineSocial shopping
  • #4: Made campaign meaningful to consumer through:Messaging focused on primary motivatorEnergy/money savingsValue Exchange Monthly trial-inducing promotions (Deal Tipping, Like Incentives) and GiveawaysUseful, entertaining content
  • #5: MULTI-MEDIA APPROACHBuild awareness and participation with Radio, online, FB ads, eCRM, POP
  • #6: ONGOING ENGAGEMENTSatisfy customers interests and information needsQuizzesPollsTipsContent LinksOther Resources
  • #7: Enable action with user-friendly tools and resourcesEvery interaction is a brand-building opportunity
  • #8: Spur growth by encouraging sharing Purchase sharingSharing incentivesPositive reinforcement via dialogEncourage trade ally participation
  • #9: CULTIVATE COMMUNITYMaintain ongoing dialogAddress concernsCreate advocates
  • #11: COMMUNITYNew Likes The number of new people who have liked your Page (Unique Users) Unlikes The number of Unlikes of your Page (Unique Users) Engaged Users The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users) Total Consumers The number of people who clicked on any of your content. Clicks that create stories are included in "Other Clicks." Stories that are created without clicking on Page content (ex, liking the Page from timeline) are not included. (Unique UsersNegative feedback The number of people who have given negative feedback to your Page. (Unique Users)
  • #12: ENGAGEMENTPeople Talking About This The number of people sharing stories about your page. These stories include liking your Page, posting to your Page's timeline, liking, commenting on or sharing one of your Page posts, answering a question you posted, responding to one of your events, mentioning your Page, tagging your Page in a photo or checking in at your location. (Unique Users) Page Stories The number of stories created about your Page. (Total Count) Negative Feedback from Users The number of times people have given negative feedback to your Page. (Total Count) Page consumptions The number of clicks on any of your content. Clicks generating stories are included in "Other Clicks." Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count