Online Presence Social Media Best Practices Leverage Networks Generate noise Influence S earch Expand Reach Facebook 1 Expand Market 2 Build Brand Awareness 3 Engage ID: 813281
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Slide1
Hawaii Clean Energy Initiative
Online Presence
Slide2Social
MediaBest Practices
Leverage
Networks
Generate
“noise”
Influence S
earch
Expand Reach
Slide3Facebook
1.
Expand Market
2. Build Brand Awareness 3. Engage with Your Audience
Online ChannelsEvangelize Your Message
Twitter1. Track Breaking News 2. Broadcast Your Content3. Crowd Source Questions
Hcei website1. Brand Presence 2. Information Resource
Slide4Slide5Facebook
Expand Reach
1.
Expand Market Reach, Attract New AudienceThe 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.
Slide6Facebook
Expand Reach
100
Katie’s friends have been made aware that she would like to know more about what Burt
commented on.
Martha’s friends have been made aware that she approves of Burt’s
comment.60
130
290 Positive
Exposures
Burt’s Friends now know that he
has
commented on something
.
Slide7Facebook
Build Awareness
2
. Build Brand AwarenessWhenever possible posts should be about HCEI. Posts should focus on communicating information about what HCEI is doing to reach their goals, linking back to the HCEI website when appropriate.
Slide8Facebook
Build Awareness
Slide9Facebook
Engage Audience
3
. Engage with Your Audience Facebook is not just about visits it’s about engagement, where you can have a conversation with your audience and
foster community around your brand. An engaged audience is one that is more likely to share your message with others.
Slide10Facebook
Engage Audience
Slide11Facebook
Slide12Slide13Facebook
Best Practices
Define
and maintain a brand personalityKeep your page fresh without overwhelming your audienceEntice audience engagementFoster community,
encourage members to interact with each otherEstablish an editorial Calendar, manage frequency
Slide14Facebook
Editorial Calendar
Synchronize
with media and event calendar
Branch managers to contribute content
Keep content fresh, post regularly but not too frequentlyPost 1 or 2 times a day. In the morning and afternoon
Slide15Slide16Slide17Role of Twitter
Gather relevant information
Track
breaking news
Crowd source questionsEngage in conversations
Be responsive Announce eventsBroadcast live
Slide18Twitter
Best Practices
Define & maintaining a brand personality
Engage in relevant conversations that support your messageAdd value whenever possibleBe
human, don't just broadcast, have a point of view.Include links to key headlines or to HCEI siteUse hash
tags to increase searchAnnounce and broadcast live from eventsMaintain a presence
Slide19Twitter
Content Strategy
Broadcast
industry related information
Distribute key headlinesTweet e
vents and event reminders
Announce
s
pecial
programs, rebates and
offers
Timely commentary from events and conferences
RT positive
brand content
RT
industry news
Slide20Twitter
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
Slide21Slide22Role of the Website
Official Brand
Presence
Communicate urgency of HCEI’s missionInformation resource for all HCEI projectsMaintain Events listingsPost PR and News content
Slide23Slide24Slide25Measurements
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 usersTwitter: new followers
Slide26Success Metrics
Hits:
measured
by increased fans on facebookunique visitors and page views on the websitenumber of new Twitter followersEngagement: measured by active fans on
facebookmeasured by time spent on websiteConversion: rebates redeemed
links to application forms
Slide27Recommendation
Website
Post
once a week on Wednesday following approval on MondayHCEI owned and developed contentFacebookPost twice a day to newsfeed. Once in the morning and once in the afternoon First and third party content specific to HCEITwitterPost multiple times a dayIndustry related news specific to Clean Energy. Does not need to be HCEI specific
Slide28Tips 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. Provide links to other
blogs, media articles or whatever sources you think are necessary. Make your content rich and interesting for others to read.
Slide29Tips from Leading Brands
With conversations, participate online.
Don’t “broadcast” messages to users.
With moderation, only police where we have to.
Trust users.
Slide30Tips 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.