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Social Media Marketing for Solar Professionals
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Social Media Marketing for Solar Professionals


Slides from the breakout session on social media marketing presented by Stephanie Powers of Hagerstown Community College at the 2012 AEE Solar Annual Convention in Orlando, FL.

Slides from the breakout session on social media marketing presented by Stephanie Powers of Hagerstown Community College at the 2012 AEE Solar Annual Convention in Orlando, FL.

Published in Business , Technology
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  • 2. Agenda 21st Century Marketing Where does social media fit? Specific Opportunities for the Solar Industry Strategies and Best Practices Questions/Discussion/Idea Sharing
  • 3. What is Marketing? “Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or serviceand begin to patronize your business on a regular basis. The key words to remember are EVERYTHING and REGULAR BASIS.”-Jay Conrad LevinsonAuthor of the Guerrilla Marketing series
  • 4. A New Economy Old Economy New EconomyOrganized by products Organized by customer segmentsFocused on transaction value Focused on the lifetime customer valueShareholder Stakeholder Image credit: xedos4Marketing by marketing dept. Marketing by EVERYONECustomer acquisition Customer retentionOverpromise, under-deliver Under-promise, over-deliver
  • 5. Why the Change? Varied media  Transparency Access to information  Improved consumer data Targeted messaging  More data Technology  Information sharing Consumer intelligence  What else?
  • 6. Where Does Social Media Fit?What is social media? Social  Community Interactive  User experience User-centered  Relationship building Two-way communication  Sharing Information sharing  Others? Web or mobile based Image credit: jscreationzs
  • 7. How Can this Work for Business? Search Engine Optimization (SEO) Customer Service Qualified Leads Public Relations Targeted Marketing
  • 8. How Does this Work for Solar Business? I&feature=player_embedded
  • 9. Where do I Start?Determine a Realistic Level of Use Consider your company’s…  Level of expertise & experience  Available time & resources Image credit: jannoon028  Expected outcomes
  • 10. Step 1: Listen Google alerts - Twitter discussions– Custom feeds in  Your company  Industry topics  Hashtags # Facebook  Delete & report spam!  Respond to questions Claim your business on Foursquare, Gowalla, Yelp, Google Places, etc.
  • 11. Step 2: Join the Conversation Determine which networks are right for your business – Determine your goals for each platform/campaign -  Customer service  Leads  Promotion  Web traffic  Awareness Set up tracking tools & evaluate success  HootSuite analytics  TwitSprout  Website referral numbers  Google analytics  Klout score
  • 12. Step 3: Become an Industry Expert Get involved in industry-related conversations  Track Twitter for questions – respond with expert info, NOT product/service promotion  Answer LinkedIn questions and get involved in groups Content, Content, Content!  Blog  Video  Testimonials
  • 13. Strategies & Best Practices Inbound links  Link back to your website often Shareable Content  Use social plugins Post frequently  Use your strategy! Start & participate in conversations Promote your partners
  • 14. Strategies & Best Practices Cont’d  Respond in a timely manner
  • 15. Facebook-Specific SEO Strategies Choose your Facebook page name carefully Create a custom URL  Example: Use your keywords in “About” section Other “Info” items of importance  Address – important for location-specific companies  Company Overview, Mission, Products – Keywords!  Photo captions – Keywords!
  • 16. Censorship, Integrity & Crisis Management DO NOT delete negative comments DO set guidelines for deleting spam, profanity, slander, etc.  Example: DO have a crisis management plan  management/
  • 17. Articles of Interest How to Develop a Social Media Content Strategy - develop-a-social-media-content-strategy/ The Ultimate Glossary: 120 Social Media Marketing Terms Explained - /The-Ultimate-Glossary-120-Social-Media- Marketing-Terms-Explained.aspx
  • 18. Articles of Interest Top 10 Marketing Trends for 2012 - op-ten-marketing-trends-for-2012-0112545 Social Media and Web Innovations on the Rise for Solar Industry - /print/article/2011/07/social-media-and-web- innovations-on-the-rise-for-solar-industry
  • 19. Resources Management tools  YouTube Channels   SocialMedia Today   Social Media Examiner   Industry Experts Blogs  Mack Collier –  Mashable –  HubSpot –  Chris Brogan –  Facebook Pages Resources Tab –  Scott Stratten – LinkedIn Groups  Social Media Today  Fans of Mashable  eMarketing Association Network