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Social Media Strategy for Energy Companies
- 1. brightsource’s edusocial campaign how to use social media to (re)educate the public
- 2. the mission (re)educate the public about renewable energy and its benefits
- 3. the problem traditional press social media BrightSource focuses on traditional press coverage, little social media effort traditional press social media
- 5. GREEN! SOLAR! Impact of a social media campaign
- 6. working towards a greener world Facility Group Green Non-Profits Solar Energy Industry Group
- 7. social media to save the world “ CharityWater” has raised several hundred thousands dollars through Twitter-based campaigns
- 8. the solution social media campaign via a Brightsource provided education microsite
- 9. TECHNOLOGY QUIZ LEARN ADVOCATE SOLAR-IQ TM CONTACT CONGRESSMEN & UTILITIES IMPACT RESULTS
- 10. the strategy the “edusocial” campaign will consist of the 3 stages building upon each other the quiz traditional press “ teach-ups” 1 2 3
- 11. TECHNOLOGY QUIZ LEARN ADVOCATE SOLAR-IQ TM CONTACT CONGRESSMEN & UTILITIES IMPACT RESULTS
- 13. stage one - the quiz social media the campaign will kick off with an unique quiz integrated into the entire social web the quiz traditional press “ teach-ups”
- 15. Eli scored 13/15 on the BrightSource solar thermal quiz says … Great Cause!! via BrightSource Take the Quiz
- 16. My SOLAR-IQ is 13/15. Take the quiz and support the @ solarmovement . http://www.brightsourceenergy.com/quiz
- 17. TECHNOLOGY QUIZ LEARN ADVOCATE SOLAR-IQ TM CONTACT CONGRESSMEN & UTILITIES IMPACT RESULTS Highest Solar-IQ TM Cities
- 18. SF has highest SOLAR-IQ on the BrightSource solar thermal quiz says … Take the Quiz to help LA beat SF!!! via BrightSource Take the Quiz
- 19. TECHNOLOGY QUIZ LEARN ADVOCATE SOLAR-IQ TM CONTACT CONGRESSMEN & UTILITIES IMPACT RESULTS Highest Solar-IQ TM Cities
- 21. This note will be sent to your District 9 politicians: State: Loni Hancock (D-Senate), Nancy Skinner (D- Assembly) National: Barbara Lee (D-Congress), Barbara Boxer, Dianne Feinstein (D-Senate)
- 22. RT @ dougp : @ MarkLeno , I supported the @ solarmovement , please support renewable energy in California
- 23. TECHNOLOGY QUIZ LEARN ADVOCATE SOLAR-IQ TM CONTACT CONGRESSMEN & UTILITIES IMPACT RESULTS Highest Impact Solar Advocate Networks
- 24. stage two - traditional press if our mission is to reach the public, we should be where they are… contests traditional press “ teach-ups”
- 25. traditional press outreach example social media Mint.com has developed several infographics that went instantly viral
- 26. Berkeley’s I.Q Just got Brighter Solar Power. The new social media site “Solar Power” has resulted in important data on current trends in awareness on college campuses regarding the uses and benefits of solar energy, after its successful launch of its solar re-education campaign this fall. The re-education campaign, an initiative to help spread awareness regarding solar thermal energy, found that universities are taking a dramatic step towards Getting behind the alternative energy bandwagon by promoting campus knowledge about solar thermal energy. Currently, the University of California Berkeley, is leading the way in the solar energy knowledge campaign – about twice as “energy smart” as Stanford, and three times as smart as UC Davis. THE DAILY NEWS www.dailynews.com THE WORLD’S FAVOURITE NEWSPAPER - Since 1879
- 27. stage three - “teach-ups” the grand finale of the edusocial campaign is to (re)educate the public offline the quiz traditional press “ teach-ups”
- 28. “ teach-ups” across the nation social media partner with organizations who want to generate alternative energy awareness
- 29. campaign impact at the end of the edusocial campaign, you will achieve the following: 31,500,000 reached 15,00,000 w/ Traditional 10,000,000 w/ Facebook 6,500,000 w/ Twitter
- 30. social media and the public social media social media is not good for connecting with institutions social media is good for encouraging your supporters to connect with institutions
- 31. questions?
Notas del editor
- Ari Hello and intros Today - discussing effectively use social media - build awareness of renewable energy
- Ari Question for room: show of hands - do you feel people have misconceptions and misunderstandings of renewable energy? Where do you guys think this comes from? Everyone has own understanding of renewable energy Make brightsource the platform Platform that provides the right answers and information Our mission is to do just that Our mission is to (re) educate the public about renewable energy and its benefits
- Ari Does a great job at traditional press Not much effort on the social media front Which is exactly why the premise of this campaign is social media
- Jun
- Jun
- Jun There are many groups out there with one goal in mind, Be Green. BrightSource can interact with these groups to create greater impact.
- Jun Impact Slide: Why social media integration is important. You may form a group and form your own network. http://www.facebook.com/group.php?gid=13125156482&ref=search&sid=1041510050.2553672421..1 http://apps.facebook.com/causes/2128/745629?m=81e6d494&t=1255981582&_fb_fromhash=572ec3e91c62e0cfbc62fd3a2658b12d http://www.facebook.com/search/?init=srp&sfxp=&q=alternative#/group.php?gid=2207495974&ref=search&sid=1041510050.251616762..1
- Ari 1.Now that you know how effective social media can be 2.Here’s how you can tap into it 3.Socia media campaign based on a microsite 4. Microsite will serve as the hub 5. For connecting the public to the various social web properties they already use
- Ari 1. And it will look a lot like this! 2, Now don’t look too much 3. This is a teaser, we’ll get into the components in a second 4. Just wanted to show you so you’re not wondering what the heck is a microsite
- Ari But first, strategy of the entire campaign The campaign consists of three elements The actual social media component is where competition and communication will take place around a quiz This is where the social media efforts will go viral as you will see in a bit Outreach to traditional press which will build on the social media momentum bring national attention to the campaign And offline efforts in the form of “teach-ups”
- Eli This is the micro-site for the non-profit group solarPower. Note the facebook and twitter integration the helps increase the virality of this campaign. We will discuss how we want people to promote the campaign using social media, but to give you some background on how Facebook and twitter integration technicall works…
- Eli We will use Facebook Connect and Twitter OAuth to pull people’s twitter and Facebook information. That includes the networks they are apart of, their location, their friends, what they are interested in. It also gives them the ability to push information to twitter or facebook. Remember that as we go through the presntation
- Eli
- Sophie Quiz is to help people learn and show off what they know and their SOLAR-IQ…
- Sophie Facebook integration
- Sophie Twitter integration
- Sophie Restults motivate people to particpate and promote to their friends
- Sophie Facebook integration
- Eli If you look to the right column, users have the opportunity to push directly do the thousands of local, state, and national politicians….
- Eli They will have the opporuntity to invite friends to the page, publish infomraiton to their wall, or create a badge that can go on their blog or Facbeook page
- Eli Again, using Facebook and Twitter integration we can find the user’s politicians and target them for messages
- Eli With this information we can figure out which users are the best promotors of the solarPOWER campaign. That can help us figure out which networks are the best promotors
- Eli That creates interesting information like this. We think this is also the cornerstone to our traditional press campaign
- Sophie
- Sophie
- Ari First, what is a “teach-up”? A teach-up derives from the meetup concept - which literally means a gathering offline These teach-ups are just that Only a way for those who supported online to come offline and discuss/teach each other The last hooray for this campaign Taking all of this online and media effort Putting it up close and personal with those who want change
- Ari How to go about organizing teach-ups Simple = non-profits around the nation These non-profit partners can provide the teach-up space Brightsource provides the platform from the campaign momentum Provide the promotion, the marketing and all of the people who enaged on the microsite In the end, brightsource fulfills it’s mission to (re)educate the public in a variety of ways
- Twitter- 50,000 twitter messages * 130 average followers= 6.5 m Facebook- 100,000 Facebook messages * 130 average friends = 13m Traditional media- 15m monthly unique visitors to NYT http://www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users-average-api-traffic http://www. facebook .com/press/info. php ?statistics http://www. quantcast . com/nytimes .com
- Ari So there’s this question of why did we focus on reeducating the pubic opposed to going after the large institutions that directly affect Brightsource? Short answer is - social media is simply not great for connecting with specific institutions. That’s what email’s for. So, what’s the next best step? You get the public on your side - the same public that your target institutions are listening to As you saw today, you get the public on your side by existing everywhere they are On Facebook, Twitter, when they’re reading a newspaper or even being physically in front of them with teach-ups Be where they are, make them talk and everyone else will follow them to you.