1 | social media at eereeere.energy.gov public service of colorado ponnequin wind farm social media...

1 | Social Media at EERE eere.energy.gov

Public Service of Colorado Ponnequin Wind Farm

Social Media at EEREAllison Casey

National Renewable Energy Laboratory


• EERE’s approach to social media• Implementation roadmap• Energy Savers Blog• Other social media efforts• Talking to management

Topics


EERE Web Enterprise

• 10 Programs• 6 Offices• EnergySavers.gov• 125 Sites and Subsites• 45,000+ pages and files


What is Social Media?

CONTENT

The tools that allow individuals, groups, and organizations to…

Create

Combine

Share

Discuss

Edit

Organize

Collaborate on


EERE’s Approach to Social Media


POST Approach

Adapted from Forrester Research

http://blogs.forrester.com/groundswell/2007/12/the-post-method.html


• Consumers• Stakeholders• Decision-makers

– Government– Industry– Business

• Media

People


Increase and sustain interest in and enthusiasm for energy efficiency and renewable energy technologies, with the ultimate goal of technology adoption and energy efficient behaviors.

Objectives


When

• A need has been identified

• Resources are available

• The effort complements other communication, including "Web 1.0" and print

• The effort can be coordinated with other social media efforts

How

• Share content

• Bring forward voices and faces

• Reinforce EERE as federal govt. authority on ee/re technologies

• Listen to, start, and join conversations

Strategy


• Blogs

• Twitter

• Widgets

• Social Networking (Facebook)

• Social Bookmarking

• RSS Feeds

• Videos Sharing (YouTube, Vimeo)

• Photo Sharing (Flickr)

Technologies

EERE Corporate/Programs EnergySavers.gov Special Programs & Activities

Blogs As appropriate Yes Yes

Twitter Yes - Single EERE account Yes Yes

Facebook Yes - Single EERE account Yes Yes

YouTube No – Single DOE account No Yes

Flickr No – Single DOE account No Yes

To start: No content will be placed in external social media channels unless it already exists on the EERE Web site.


Implementing Social Media


Roadmap for Implementation

Adapted from Jacob Morgan.

http://www.jmorganmarketing.com/rolling-out-a-social-media-strategy/


• Set up systems to listen and measure

• Monitor public user conversations and build understanding of user needs

• Define measures of success

Listen and Measure


• Define strategy using POST method.

• Determine branding requirements and relationship with DOE, EERE, and EERE programs.

• Create accounts and build profiles or systems

Create Strategy, Branding, & Accounts


• Identify existing content to share in social media

• Identify unique content that is needed

• Implement processes to ensure:– Content is up-to-date– Conversations are monitored– The overall effort is sustained.

Create Content


• Implement methods for users to receive and share content

• Develop methods for linking and promotion on existing communications

• Establish relationships with related organizations: – Federal agencies– State and local governments– Related EE/RE organizations

Distribute and Promote Content


• Encourage user contributions:– Commenting– Sharing– Tagging– Photos

• Develop processes for responding to and engaging with users

• Moderate and interact in a way that way that builds trust– Respond to questions– Approve critical comments

Build Community


• Use measuring systems (e.g., stats) to evaluate progress toward goals and success measures.

• Determine whether new success measures need to be added.

• Identify areas for improvement or change.

Measure, Analyze, Adapt


Social Media


Energy Savers Blog


Energy Savers Blog: POST

People

• Consumers• Homeowners or renters• Non-technical

Objective

Energy-saving actions using EERE resources to inform decisions

Strategy

• Provide regular, fresh content• Informal, personal, non-intimidating• Allow for comments, sharing

Technology

• Energy Savers Blog• Commercial service to start (Typepad)• Now in hosted solution


Blog: ImplementationImplementation Roadmap Complete or In Progress Future Plans

Phase 1: Listen and Measure

- Benchmarked other EE/RE consumer blogs - Set up stats- Set up tracking of RSS subscribers (Feedburner)- Solicit comments from users on regular posts

- Continue exploring ways to engage users and encourage participation

Phase 2: Create Strategy, Branding, and Accounts

- Identified elements of POST strategy- Energy Savers branding (CFL imagery)- Started on Typepad- Moved to hosted solution

- Enhancements as necessary- Review and revise strategy as needed

Phase 3: Create Content

- Started posting 2x/week. 6 authors- Increased to 3x/week; 7 authors, - One entry is a "Question of the Week”

- Engage programs and guest authors- Identify scientists, program staff, others to interview- Identify opportunities to add video and multimedia

Phase 4: Distribute and Promote Content

- RSS feed - Widget- Linked from energy.gov home page- Automatically fed to Facebook page- Social bookmarking

- Implement email list- Implement Twitter account

Phase 5: Build Community

- Encouraging comments in entries and weekly questions- Responding to comments as needed- Asking readers to submit questions

- Continue brainstorming compelling entries and ways to engage readers

Phase 6: Measure, Analyze, Adapt

- Report on number of posts, visits, comments, RSS subscribers

- Identify new ways to measure engagement


Energy Savers Blog: Results

Entries

143RSS Subscribers

501Comments

762Page Views

102,320


Distribution

RSS


Widget

6,798,065 Views

Facebook

452 Fans

Energy Savers Blog Distribution


Other Social Media at EERE


Blogs


Widgets


Social Bookmarking


RSS Feeds


YouTube and Flickr at DOE


In Progress


Talking to Management


Presenting to Management


Questions?

1 | social media at eereeere.energy.gov public service of colorado ponnequin wind farm social media...

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