Wholesome solar energyreport_may2011

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Social media trend report produced by Wholesome Media in May 2011.
Compares the social media activities of 11 solar energy companies in Australia.

Published in: Business, Technology
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  • Wholesome solar energyreport_may2011

    1. 1. The Solar Energy IndustrySocial Media Trend Report 2011
    2. 2. Key players reviewed:
    3. 3. Clear Solarwww.clearsolar.com.au @ClearSolar 1742 followers 166 likes 104 items 16 members on corporate group 14,000 views + vimeo Blog: No Online community engagement: High Offline community engagement: HighScore: 9/10REVIEW:Clear solar appears to be an experienced user of social media with one YouTube video gaining thousands of views. Their campaignsare having a real impact on community engagement and they integrate the tools with the website. The next phase should make socialmedia efforts business accountable through incorporation into KPI’s. There are also possibilities for internal engagement - Are theresavings to be made in customer service or employee retention? Recruitment or research?With 10,000 customers, word of mouth is a strong differentiator and driver of their product offering.
    4. 4. Solar Shop @solarshop 3352 followers 525 likes 118 members on corporate group 97,662 views on 27 uploads Blog: Yes Online community engagement: High Offline community engagement: HighScore: 9/10Review:Solar Shop clearly has a solid understanding of social media tools/principles and has internal resources in place to ensure regularand quality content updates. Users testimonials are on YouTube and the LinkedIn group is widely connected. They are in touch withthe community both on and offline and support different initiatives on facebook and twitter.Next phase might be to use the power of their employees on their social channels as a dedicated group of brand evangelists toenhance brand advocacy, boost google ranking, increase loyalty and reduce churn.
    5. 5. Sun Empirewww.sunempire.com.au @SunEmpireSolar 13 followers 17 likes 1 member on corporate group 3025 views on 4 uploads. Blog: Yes Online community engagement: Low Offline community engagement: LowScore: 5/10Review:Sun Empire is using a number of social media platforms, but with little or no engagement shown. This may be due to a lack of cleargoals to engage and measure impact. A successful social business strategy will determine the brand’s voice, develop a contentplan and recruit the right resource for the job. The strategy should also determine key KPI’s and business objectives for usingsocial media, aligning these efforts with traditional media.
    6. 6. Energy Matterswww.energymatters.com.au @energymattersau 836 followers 903 likes 45,342 views on 49 uploads Blog: No Online community engagement: High Offline community engagement: LowScore: 5/10Review:Energy Matters has been very successful at engaging the online community through their YouTube channel and facebook page. Thishas been tremendously beneficial to their Google ranking. It will be good to see a long term plan and commitment as the group hastremendous potential in the social space. Using their traditional media and website to increasingly support community-building effortswill make their advertising dollars work harder and keep feeding their existing social capital. Installing relevant KPIs and measurablebusiness goals will help make the medium accountable.
    7. 7. Premier Solarwww.solarenergymelbourne.com.au @PremierSolarAu 1396 followers 275 likes 5 members on corporate group 164 views on 1 upload Blog: No Online community engagement: Low Offline community engagement: LowScore: 4/10Review:Premier Solar is focused heavily on social tools without a clear community engagement strategy. This is evident by the fact thefacebook group updates are ‘liked’ only by Premier Solar - demonstrating low value posts and lack of readership. Absence ofdirection and minimal resources behind the online effort at this stage are not contributing to gains in social capital. Instead of usingonline media as a traditional marketing tool, Premier Solar needs to consider how social media fits into their organisation’scommunity as a whole and how it can add value to their audience.
    8. 8. Solar Juicewww.solarjuice.com.au @solarjuiceco 14 followers unknown 4,500 on 3 uploads Blog: Yes Online community engagement: Low Offline community engagement: LowScore: 4/10Review:Solar Juice is in the infancy stage of their social media journey. They have achieved a cheeky brand attitude and this will make themwell suited to succeed in engaging the community. To enable such development they will need a social business strategy with realmetrics in place to measure ROI. An initial suggestion might be to link social tools to their customer service to achieve cost savingsby diversifying touch-points. The “off the wall” nature of the brand will allow campaigns to differentiate and attract strong audiencefollowing.
    9. 9. True Value Solarwww.truevaluesolar.com.au @truevaluesolar 5 followers 33 likes Blog: Yes Online community engagement: Low Offline community engagement: LowScore: 3/10Review:It appears True Value Solar have only just started their venture into social media and are taking the “dip a toe in first” approach. This isquite acceptable; it is hoped that they have a solid plan behind it and will adjust their path as further knowledge is gathered andprogress made. A good way to start would be to align their customer touch-points such as their website, newsletter and promotions toensure consistent messaging supports their social media growth. Having a social business strategy in place will create a social assetthat will grow in value.
    10. 10. Ekoenergy 47 likes 344 views on 13 uploads Online community engagement: Medium Offline community engagement: LowScore: 3/10Review:With bright branding and well-viewed videos, Ekoenergy is in a strong position to transition their brand into the social media realm.Currently with just a facebook page and YouTube videos in addition to a clean and informative website, the company has somevisibility but has not started to engage with their community. At this point Ekoenergy will be wise to choose a strategic directiontreating their social media as assets. This approach will help Ekoenergy to measure, learn and adjust, making sure their socialmedia efforts contrinute to their bottom line.
    11. 11. Home Greenwww.homegreen.com.au Blog: Yes Online community engagement: Low Offline community engagement: LowScore: 1/10Review:Home Green is lagging behind when it comes to social media. As a relatively new entrant to the online space, this may be due to theprocess of getting social media strategy and resources in place. Because competitors are already strongly established it will beharder for Home Green to compete for visibility. But on the flip side, starting with a well researched approach will not only help toavoid beginner’s pitfalls, it may see Home Green leap-frogging their competitors by doing it right.
    12. 12. Global Energywww.globalenergygroup.com.auScore: 0/10Review:With huge potential to lead the market, Global Energy is stuck in the good-old-website days. While this is still acceptable when youhave strong offline markets and sales strategies, it’s important to keep in mind that the demand for information from customers andhow they search for companies is changing. Maybe social media is not on the radar at the moment for Global Energy, but with agrowing number of competitors in this space, Global Energy will need to be very sure of its reasons for not having a social mediastrategy or they are at risk of arriving late to the party - particularly when it comes to deciders that are key to customers such asgoogle-rank, informational leadership and unsolicited customer testimonials.
    13. 13. Sunwatt Austwww.sunwatt.com.auScore: 0/10Review:Social media is considered one of the most efficient and cost effective ways to market products and services so it’s a shame thatSunwatt Aust isn’t using it. Their website has minimal branding and lacks consistency, so it will be important to work on this first,before moving into the social media space. They’ve taken the right tack for now; it’s better to do it right or not do it at all. Thewebsite communicates needed information such as contact numbers and the product range, but if customers are harder to find inpost-rebate Australia, Solarwatt may find it has a long way to go to catch up in the marketing stakes.
    14. 14. Comparison Table Online Offline Twitter Facebook Flickr Linkedin Youtube Blog community communityClear Solar 1742 166 104 16 14,000 High HighSolar Shop 3352 525 118 97,662 High HighHome Green Low LowSun Empire 13 17 1 3025 Low LowEnergy Matters 836 903 45,342 High LowPremier Solar 1396 275 5 164 Low LowGlobal EnergySunwatt AustTrue Value Solar 5 33 Low LowSolar Juice 14 4,500 Low LowEkoenergy 47 344 Medium Low
    15. 15. How social score is calculated: Social tools used = 1 point for each tool twitter, facebook, LinkedIn, flickr, YouTube and blogs. Online community engagement = 2 points (Low=0 Medium=1 High=2) This is your brand earned media - are people responding to your social media communication? Offline community engagement = 2 points (Low=0 Medium=1 High=2) Are you successfully engaging in real life via events, training sessions, customer service, working bees, internal employees, CSR etc.
    16. 16. Wholesome Media is a social business agencybased in Melbourne.We are an experienced team who have worked withsome of the biggest brands in Australia including:Nissan, Carsales.com.au, STA travel, Movember etc.We like to work with like-minded business peoplewho are positive, focused and innovative.Let’s meet for a coffee to talk about how social mediais (or can be) working for you.Call Keren Flavell on 0402 831 228 to arrange.http://wholesomemedia.com.au

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