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

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

Topics

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EERE Web Enterprise

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

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What is Social Media?

CONTENT

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

Create

Combine

Share

Discuss

Edit

Organize

Collaborate on

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EERE’s Approach to Social Media

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POST Approach

Adapted from Forrester Research

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

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• Consumers• Stakeholders• Decision-makers

– Government– Industry– Business

• Media

People

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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

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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

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• 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.

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Implementing Social Media

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Roadmap for Implementation

Adapted from Jacob Morgan.

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

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• Set up systems to listen and measure

• Monitor public user conversations and build understanding of user needs

• Define measures of success

Listen and Measure

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• 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

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• 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

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• 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

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• 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

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• 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

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Social Media

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Energy Savers Blog

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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

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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

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Energy Savers Blog: Results

Entries

143RSS Subscribers

501Comments

762Page Views

102,320

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Distribution

RSS

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Widget

6,798,065 Views

Facebook

452 Fans

Energy Savers Blog Distribution

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Other Social Media at EERE

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Blogs

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Widgets

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Social Bookmarking

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RSS Feeds

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YouTube and Flickr at DOE

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In Progress

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Talking to Management

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Presenting to Management

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Questions?