fueling energy efficiency programs with social media

FUELING ENERGY EFFICIENCY PROGRAMS WITH SOCIAL MEDIA

CINDY JOLICOEUR,VP/GROUP ACCOUNT

DIRECTORSMART 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

Jan FebMar AprMay Jun Jul AugSep OctNovDec Jan FebMar -

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

RESULTS: AN ENGAGED COMMUNITY

1/1/13

1/4/13

1/7/13

1/10/1

3

1/13/1

3

1/16/1

3

1/19/1

3

1/22/1

3

1/25/1

3

1/28/1

3

1/31/1

32/3

/132/6

/132/9

/13

2/12/1

3

2/15/1

3

2/18/1

3

2/21/1

3

2/24/1

3

2/27/1

33/2

/133/5

/130

200

400

600

800

1000

1200

Likes UnlikesEngaged Users Total Consumers

RESULTS: CONSUMING & SHARING CONTENT

1/1/13

1/4/13

1/7/13

1/10/1

3

1/13/1

3

1/16/1

3

1/19/1

3

1/22/1

3

1/25/1

3

1/28/1

3

1/31/1

32/3

/132/6

/132/9

/13

2/12/1

3

2/15/1

3

2/18/1

3

2/21/1

3

2/24/1

3

2/27/1

33/2

/133/5

/130

200

400

600

800

1000

1200

1400

1600

People Talking Page StoriesPage Consumptions Negative FeedbackNegative Feedback/Users