Embed Size (px)
Citation preview
How ldquoTweetrdquo It IsmdashUsing Social Marketing to Drive
Consumers to Your Brand
Lynn (Clement) BelkenBECC ConferenceNovember 15 ndash 18 2009
Overviewbull What is Focus on Energybull Why social marketingbull Who is using social mediabull Program examples and resultsbull Lessons learned
What is Focus on Energybull Wisconsinrsquos statewide resource for energy efficiency
and renewable energybull Legislature created the program in 1999 expanded in
2005bull Aimed at increasing Wisconsinrsquos energy
independence by helping residents and businesses implement efficiency and renewable energy projects that would not occur otherwise
Why Focus on Energy
By 2009 Wisconsinrsquos residents farms and businesses were saving more than $239 million annually thanks to Focus programs
Together wersquore lowering our cost of living improving the comfort of our homes and preserving Wisconsinrsquos natural resources for the next generation
Focus on EnergyTechnical assistance
ndash Unbiased advice from expertsndash Industry specific experience
Incentives amp financial assistancendash Rebates that mitigate first cost of choosing
efficiency or renewablesndash Up to 30 of project costs in some cases
Focus on Energy Servesbull Residential customers
ndash Single and multifamily buildingsndash Homeowners as well as renters
bull Businessesndash From family farms to large industry (paper metal
casting food processing etc)ndash Schools and government to business facilities
(health care hospitality grocery stores etc)bull Communities
ndash Cities and community groups that want to be more sustainable
Why Social Marketing
bull Social marketing is the blending of people communication and the internet
bull Integrating social marketing reaches morecustomers amp enhances brand perception
bull Create experiences conversations and connections
bull People want relationships to be part of a community and to interact withndash Other people organizations brands etchellip
ldquoSocial Mediardquo
Communication People
Internet
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Overviewbull What is Focus on Energybull Why social marketingbull Who is using social mediabull Program examples and resultsbull Lessons learned
What is Focus on Energybull Wisconsinrsquos statewide resource for energy efficiency
and renewable energybull Legislature created the program in 1999 expanded in
2005bull Aimed at increasing Wisconsinrsquos energy
independence by helping residents and businesses implement efficiency and renewable energy projects that would not occur otherwise
Why Focus on Energy
By 2009 Wisconsinrsquos residents farms and businesses were saving more than $239 million annually thanks to Focus programs
Together wersquore lowering our cost of living improving the comfort of our homes and preserving Wisconsinrsquos natural resources for the next generation
Focus on EnergyTechnical assistance
ndash Unbiased advice from expertsndash Industry specific experience
Incentives amp financial assistancendash Rebates that mitigate first cost of choosing
efficiency or renewablesndash Up to 30 of project costs in some cases
Focus on Energy Servesbull Residential customers
ndash Single and multifamily buildingsndash Homeowners as well as renters
bull Businessesndash From family farms to large industry (paper metal
casting food processing etc)ndash Schools and government to business facilities
(health care hospitality grocery stores etc)bull Communities
ndash Cities and community groups that want to be more sustainable
Why Social Marketing
bull Social marketing is the blending of people communication and the internet
bull Integrating social marketing reaches morecustomers amp enhances brand perception
bull Create experiences conversations and connections
bull People want relationships to be part of a community and to interact withndash Other people organizations brands etchellip
ldquoSocial Mediardquo
Communication People
Internet
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
What is Focus on Energybull Wisconsinrsquos statewide resource for energy efficiency
and renewable energybull Legislature created the program in 1999 expanded in
2005bull Aimed at increasing Wisconsinrsquos energy
independence by helping residents and businesses implement efficiency and renewable energy projects that would not occur otherwise
Why Focus on Energy
By 2009 Wisconsinrsquos residents farms and businesses were saving more than $239 million annually thanks to Focus programs
Together wersquore lowering our cost of living improving the comfort of our homes and preserving Wisconsinrsquos natural resources for the next generation
Focus on EnergyTechnical assistance
ndash Unbiased advice from expertsndash Industry specific experience
Incentives amp financial assistancendash Rebates that mitigate first cost of choosing
efficiency or renewablesndash Up to 30 of project costs in some cases
Focus on Energy Servesbull Residential customers
ndash Single and multifamily buildingsndash Homeowners as well as renters
bull Businessesndash From family farms to large industry (paper metal
casting food processing etc)ndash Schools and government to business facilities
(health care hospitality grocery stores etc)bull Communities
ndash Cities and community groups that want to be more sustainable
Why Social Marketing
bull Social marketing is the blending of people communication and the internet
bull Integrating social marketing reaches morecustomers amp enhances brand perception
bull Create experiences conversations and connections
bull People want relationships to be part of a community and to interact withndash Other people organizations brands etchellip
ldquoSocial Mediardquo
Communication People
Internet
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Why Focus on Energy
By 2009 Wisconsinrsquos residents farms and businesses were saving more than $239 million annually thanks to Focus programs
Together wersquore lowering our cost of living improving the comfort of our homes and preserving Wisconsinrsquos natural resources for the next generation
Focus on EnergyTechnical assistance
ndash Unbiased advice from expertsndash Industry specific experience
Incentives amp financial assistancendash Rebates that mitigate first cost of choosing
efficiency or renewablesndash Up to 30 of project costs in some cases
Focus on Energy Servesbull Residential customers
ndash Single and multifamily buildingsndash Homeowners as well as renters
bull Businessesndash From family farms to large industry (paper metal
casting food processing etc)ndash Schools and government to business facilities
(health care hospitality grocery stores etc)bull Communities
ndash Cities and community groups that want to be more sustainable
Why Social Marketing
bull Social marketing is the blending of people communication and the internet
bull Integrating social marketing reaches morecustomers amp enhances brand perception
bull Create experiences conversations and connections
bull People want relationships to be part of a community and to interact withndash Other people organizations brands etchellip
ldquoSocial Mediardquo
Communication People
Internet
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Focus on EnergyTechnical assistance
ndash Unbiased advice from expertsndash Industry specific experience
Incentives amp financial assistancendash Rebates that mitigate first cost of choosing
efficiency or renewablesndash Up to 30 of project costs in some cases
Focus on Energy Servesbull Residential customers
ndash Single and multifamily buildingsndash Homeowners as well as renters
bull Businessesndash From family farms to large industry (paper metal
casting food processing etc)ndash Schools and government to business facilities
(health care hospitality grocery stores etc)bull Communities
ndash Cities and community groups that want to be more sustainable
Why Social Marketing
bull Social marketing is the blending of people communication and the internet
bull Integrating social marketing reaches morecustomers amp enhances brand perception
bull Create experiences conversations and connections
bull People want relationships to be part of a community and to interact withndash Other people organizations brands etchellip
ldquoSocial Mediardquo
Communication People
Internet
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Focus on Energy Servesbull Residential customers
ndash Single and multifamily buildingsndash Homeowners as well as renters
bull Businessesndash From family farms to large industry (paper metal
casting food processing etc)ndash Schools and government to business facilities
(health care hospitality grocery stores etc)bull Communities
ndash Cities and community groups that want to be more sustainable
Why Social Marketing
bull Social marketing is the blending of people communication and the internet
bull Integrating social marketing reaches morecustomers amp enhances brand perception
bull Create experiences conversations and connections
bull People want relationships to be part of a community and to interact withndash Other people organizations brands etchellip
ldquoSocial Mediardquo
Communication People
Internet
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Why Social Marketing
bull Social marketing is the blending of people communication and the internet
bull Integrating social marketing reaches morecustomers amp enhances brand perception
bull Create experiences conversations and connections
bull People want relationships to be part of a community and to interact withndash Other people organizations brands etchellip
ldquoSocial Mediardquo
Communication People
Internet
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Why Social Marketing
bull 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us
ndash (Source Yahoo Finance )
bull Social Media has overtaken ldquoadult sitesrdquo as the 1 activity on the Web
ndash (Source Huffington Post)
bull 1 out of 8 couples married in the US last year met via social media
ndash (Source McKinsey Study also posted by David Dalka)
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Why Social Marketing
bull Economical marketing tactic (but not free)ndash No cost for buying spacendash Does take time = labor costs
bull Opportunity to develop conversations with customers
bull Customers promote your brand ndash good or badbull Adds to the marketing portfolio
ndash Traditional approaches remain key drivers for the promotion of EE programs
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Who is using social media
bull Your customersndash Residents and business owners
in the 25-45 demo are heavy online users (and engaged)
bull Facebookndash 300 million+ users worldwidendash nearly 453 million active US usersndash 45 are 26 years old or olderndash 562 are women
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Who is using social media
bull Twitter ndash 25-34 and 45-54 year olds most likely to usendash 12 million twitter usersndash 80 of Twitter usage is outside of Twitterhellippeople update
anywhere anytimehellipimagine what that means for bad customer experiences
bull YouTubendash 2 largest search engine in the world
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
bull Social networking and micro-blogging servicebull Thoughts Which I Type To Every Readerbull Tweets ndash 140 character messagesbull Followers ndash people that receive your tweets
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Twitterbull At first = energy efficiency or renewable energy ldquotiprdquo Tweet
every day bull Now = energy-related news promoting eventstrainings
program activities press releases ndash 3+ tweets everyday (tip event RT)ndash Increase interest and keep people talking
bull Networking ndash mediandash energy-related organizations and groupsndash government energy programsndash local utilities ndash other state energy programs
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
bull Focus on Energy has 636 followers (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereachbull Twits are slightly more racially and ethnically diverse than the full US
population
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Twitterbull The power of building relationships
ndash WKOW 27 cooling tips story
ndash WSAW TV ARRA rebates
ndash Re-tweeting
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
bull Social networking Web sitebull Add friendsbull Send messagebull Join networks or become fansbull Wall ndash space where messages can be written
or shared
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
bull Focus has 371 fans (1112)bull Goals
ndash Another vehicle in the marketing mixndash Maximize awareness and accessibility ndash going where the
people are ndash Means of building the brand by allowing
customersfollowersfriends to interact with Focusbull Similar to word-of-mouth
ndash Broadening our audiencereach
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Askfocusnenergycom
bull Launched April 22 2009bull Another tactic in the social media toolbelt
ndash ldquocontrolledrdquo social marketing
bull Puts Wisconsin residents and business owners in touch with real-life energy experts
bull Visitors can ndash search for answers to their questions ndash submit questions of their own
bull New questions answered each week
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
AskfocusonenergycomGoals bull Position Focus as an expert in the State of WI for energy
efficiency and renewable energy infobull Put a face behind the organizationrsquos namebull Give people a way to interact with Focus
ndash make more sense of the information we are giving them
bull Leverage expertsndash the face of Focusndash Radio amp TV interviews etc
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Askfocusonenergycom
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
AskfocusonenergycomMetrics (April 6 to November 11)bull Number of questions asked = 534 bull Number of visits = 9750 bull Number of unique visits = 7459bull Average duration of visits = 328bull Top 10 Referral URLs = focusonenergycom we-energiescom
redflagdealscom stumbleuponcom wifocusonenergycom weenergiescom fox6nowcom jsonlinecom ececcom twittercom
bull of people that visit site amp submit question = 552 visitors (74 of unique visitors)
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Lessons learnedbull Know your target Know who you are trying to reach on the social
media sites Is your audience there Which sites
bull Have a plan Without a clear goal people may wonder why yoursquore out there Donrsquot just do this to do it
bull Start small There are thousands of sites out there You donrsquot need to be on all of them Do 1 or 2 well first and add slowly
bull Content is king New information and interactions help maintain response rates Keep it fresh but donrsquot overdo it
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Lessons learned
bull Branding Remember these efforts are an extension of your brand Follow branding standards on these sites as much as possible ndashbackgrounds username (URL) logo messaging etc
bull Engagendash With audience ndash most interaction occurs at the impression level Provide enough to
hook them right away ndash Other groups ndash social aspect Re-tweeting links to stories FF mentions
bull Results Itrsquos not the same as traditional Typically canrsquot directly relate to sales
bull Itrsquos not ldquofreerdquo It does take staff time and investments to keep up to date relevant etc
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
Contact Information
Lynn (Clement) BelkenCommunity Marketing Manager608-249-9322 ext 110lbelkenweccusaorg
wwwfocusonenergycomwwwaskfocusonenergycomTwitter id focusonenergy
