FUELING ENERGY EFFICIENCY PROGRAMS WITH SOCIAL MEDIA
CINDY JOLICOEUR,VP/GROUP ACCOUNT
DIRECTORSMART CHOICES PRACTICE
MASS SAVER: A SOCIAL MEDIA SUCCESS STORY• Insight:• Word of mouth is the leading way customers learn
about energy efficiency programs• Social media has digitized word of mouth • Social media is increasingly influential in purchase
decisions• Challenge:
• How do we leverage these dynamics to drive energy efficiency program participation?
• Solution:• Cultivate an engaged, social community to build
word of mouth and drive program participation
CREATE A MEANINGFUL PLATFORM
INVITE PARTICIPATION
MAINTAIN ENGAGEMENT
ENABLE ACTION
ENCOURAGE SHARING
CULTIVATE YOUR COMMUNITY
RESULTS: EXPONENTIAL GROWTH
Jan FebMar AprMay Jun Jul AugSep OctNovDec Jan FebMar -
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
RESULTS: AN ENGAGED COMMUNITY
1/1/13
1/4/13
1/7/13
1/10/1
3
1/13/1
3
1/16/1
3
1/19/1
3
1/22/1
3
1/25/1
3
1/28/1
3
1/31/1
32/3
/132/6
/132/9
/13
2/12/1
3
2/15/1
3
2/18/1
3
2/21/1
3
2/24/1
3
2/27/1
33/2
/133/5
/130
200
400
600
800
1000
1200
Likes UnlikesEngaged Users Total Consumers
RESULTS: CONSUMING & SHARING CONTENT
1/1/13
1/4/13
1/7/13
1/10/1
3
1/13/1
3
1/16/1
3
1/19/1
3
1/22/1
3
1/25/1
3
1/28/1
3
1/31/1
32/3
/132/6
/132/9
/13
2/12/1
3
2/15/1
3
2/18/1
3
2/21/1
3
2/24/1
3
2/27/1
33/2
/133/5
/130
200
400
600
800
1000
1200
1400
1600
People Talking Page StoriesPage Consumptions Negative FeedbackNegative Feedback/Users
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