fueling energy efficiency programs with social media
TRANSCRIPT
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FUELING ENERGY EFFICIENCY PROGRAMS WITH SOCIAL MEDIA
CINDY JOLICOEUR,VP/GROUP ACCOUNT
DIRECTORSMART CHOICES PRACTICE
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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
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CREATE A MEANINGFUL PLATFORM
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INVITE PARTICIPATION
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MAINTAIN ENGAGEMENT
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ENABLE ACTION
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ENCOURAGE SHARING
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CULTIVATE YOUR COMMUNITY
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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
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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
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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