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Allison Casey. National Renewable Energy Laboratory. Social Media at EERE. Topics. EERE’s approach to social media Implementation roadmap Energy Savers Blog Other social media efforts Talking to management. EERE Web Enterprise. 10 Programs 6 Offices EnergySavers.gov

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Social media at eere l.jpg

Allison Casey

National Renewable Energy Laboratory

Social Media at EERE


Topics l.jpg
Topics

  • EERE’s approach to social media

  • Implementation roadmap

  • Energy Savers Blog

  • Other social media efforts

  • Talking to management


Eere web enterprise l.jpg
EERE Web Enterprise

  • 10 Programs

  • 6 Offices

  • EnergySavers.gov

  • 125 Sites and Subsites

  • 45,000+ pages and files


What is social media l.jpg

Create

Combine

Share

Discuss

Edit

Organize

Collaborate on

What is Social Media?

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

CONTENT



Post approach l.jpg
POST Approach

People

Objectives

Strategy

Technologies

Adapted from Forrester Research

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


People l.jpg
People

  • Consumers

  • Stakeholders

  • Decision-makers

    • Government

    • Industry

    • Business

  • Media


Objectives l.jpg
Objectives

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.


Strategy l.jpg
Strategy

When

How

Share content

Bring forward voices and faces

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

Listen to, start, and join conversations

  • 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


Technologies l.jpg
Technologies

  • Blogs

  • Twitter

  • Widgets

  • Social Networking (Facebook)

  • Social Bookmarking

  • RSS Feeds

  • Videos Sharing (YouTube, Vimeo)

  • Photo Sharing (Flickr)

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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Roadmap for Implementation

Adapted from Jacob Morgan.

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


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Listen and Measure

  • Set up systems to listen and measure

  • Monitor public user conversations and build understanding of user needs

  • Define measures of success


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Create Strategy, Branding, & Accounts

  • Define strategy using POST method.

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

  • Create accounts and build profiles or systems


Create content l.jpg
Create Content

  • 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.


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Distribute and Promote 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


Build community l.jpg
Build Community

  • 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


Measure analyze adapt l.jpg
Measure, Analyze, Adapt

  • 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.







Distribution l.jpg
Distribution

Web Site

Facebook fans

  • Content:

  • Blog

  • News

  • Events

Twitter followers

RSS

Other blogs and Web sites

Subscribers

E-mail


Energy savers blog distribution l.jpg
Energy Savers Blog Distribution

Facebook

452 Fans

Widget

6,798,065 Views












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