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 • 125 Sites and Subsites • 45,000+ pages and files
Create Combine Share Discuss Edit Organize Collaborate on What is Social Media? The tools that allow individuals, groups, and organizations to… CONTENT
POST Approach People Objectives Strategy Technologies Adapted from Forrester Research http://blogs.forrester.com/groundswell/2007/12/the-post-method.html
People • Consumers • Stakeholders • Decision-makers • Government • Industry • Business • Media
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 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 • 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.
Roadmap for Implementation Adapted from Jacob Morgan. http://www.jmorganmarketing.com/rolling-out-a-social-media-strategy/
Listen and Measure • Set up systems to listen and measure • Monitor public user conversations and build understanding of user needs • Define measures of success
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 • 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.
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 • 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 • 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 Web Site Facebook fans • Content: • Blog • News • Events Twitter followers RSS Other blogs and Web sites Subscribers E-mail
Energy Savers Blog Distribution Facebook 452 Fans Widget 6,798,065 Views