Productive Use of Social Media   1
Workshop Objectives/Outline
      Purpose: Is Twitter an effective tool for home performance/energy
      auditing/energy ...
Simple Definition

                                 Microblogging Platform
      •   Send short messages to a bunch of peo...
Big and Growing
      1. Registered users: 106 million (1,500% growth over 3
         years.)
      2. New sign-ups per da...
Twitter
   Demographic
   Summary
   from Quantcast 3/2010




Productive Use of Social Media   ACI Conference, April 22 2...
Productive Use of Social Media   ACI Conference, April 22 2010, Austin TX   6
Productive Use of Social Media   ACI Conference, April 22 2010, Austin TX   7
April Survey--Summary
      •   33 Respondents; known
          #EE PRO‟s on Twitter        ID & Close New Biz
      •   R...
Results--Value of Twitter for...




           # of respondents choosing value


Productive Use of Social Media          ...
Results--Net Promoter Score (NPS)
      •   What is the likelihood you would recommend Twitter as a business tool to
     ...
Results--General Observations
      •     Business Development lowest of all values
            •    but...most auditor/co...
@AHAenergyaudits                                                               NPS
                                 Amanda...
@eXapath
                                 Mike Hines                                                                      ...
@GreenCurmudgeon                                                       NPS
                                 Carl Seville
 ...
@MichaelAnschel                                                  NPS
                                 Michael Anschel
    ...
@RecurveUS                                               NPS
                                 San Francisco
              ...
@cincienergy                                      NPS
                                 Cincinnati, OH
                    ...
@mfrencher                                      NPS
                                 Marc French
                         ...
@HorizonMaine                                                        NPS
                                 David Milliken &...
@GreenRater
                                 David Rabineau                                                               ...
@jwolfworks
                                     Jamie Wolf of Wolfworks                                                  ...
@HomeEnergyMag                                    NPS
                                 Berkeley, CA
                      ...
@WolfgangFeist                                                             NPS
                                 Wolfgang F...
@DebSlobe                                                   NPS
                                 Debbie Slobe
            ...
Metrics
      •   # of followers
      •   # and frequency of ReTweets (RT‟s)
      •   # of mentions
      •   Web traffi...
My Case for Giving it a Try
      •     Targeted, powerful local marketing/brand
            building tool
      •     Wat...
And one final wish




Productive Use of Social Media   ACI Conference, April 22 2010, Austin TX   27
Peter Troast
                                     EnergyCircle.com
                                       207.865.3400
   ...
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  1. 1. Productive Use of Social Media 1
  2. 2. Workshop Objectives/Outline Purpose: Is Twitter an effective tool for home performance/energy auditing/energy efficiency businesses? •Twitter demographics and traffic •Results from April 2010 qualitative survey of home energy efficiency/green building professionals using twitter •Featured PRO‟s who are doing it well •ROTisn‟t just for buildings. Is there a Return on Twitter? And how do you measure it? •Later, in exchange for beer, I‟m happy to help with: • the mechanics of twitter and how to use it (@, #, RT, etc) • advanced techniques/becoming a power twit Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 2
  3. 3. Simple Definition Microblogging Platform • Send short messages to a bunch of people publicly • Send short messages to a specific person publicly • Send short messages to a specific person privately Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 3
  4. 4. Big and Growing 1. Registered users: 106 million (1,500% growth over 3 years.) 2. New sign-ups per day: ~ 300,000 3. New tweets per day: 55 million 4. Unique daily visitors to the site twitter.com: ~ 180 million. (That's dwarfed by the traffic in twitter ecosystem-- 75% of traffic is through the API.) 5. Registered apps: 100,000 (doubled in last 4 months) 6. Search queries per day: 600 million Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 4
  5. 5. Twitter Demographic Summary from Quantcast 3/2010 Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 5
  6. 6. Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 6
  7. 7. Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 7
  8. 8. April Survey--Summary • 33 Respondents; known #EE PRO‟s on Twitter ID & Close New Biz • Rank order value Building Professional Reputation Networking w/ Peers Nationally • Likelihood of Networking w/ Peers Locally recommending to fellow #EE PRO‟s (Net Source of News & Information Promoter) Search Engine Optimization Drive Traffic to Website • Twitter is valuable to my business because... Participate in Online Community Research Connect w/ Biz & Homeowners Locally Other Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 8
  9. 9. Results--Value of Twitter for... # of respondents choosing value Productive Use of Social Media ACI Conference, April 22 2010, Austin TX
  10. 10. Results--Net Promoter Score (NPS) • What is the likelihood you would recommend Twitter as a business tool to fellow members of the energy efficiency community? • 0 to 10 Scale--Very Unlikely to Very Likely Average Rating: 9 Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 10
  11. 11. Results--General Observations • Business Development lowest of all values • but...most auditor/contractors do claim biz dev results • Reputation Management, Networking Nationally, News and Information Lead • It‟s Easy (once you understand it) • Very high enthusiasm from practicing users • Strong local (and hyperlocal) marketing tool Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 11
  12. 12. @AHAenergyaudits NPS Amanda Evans Santa Fe, NM HERS rater, BPI certified Building Analyst and NAHB Green Verifier in Santa Fe, NM. Followers: 186 Following: 156 10 On Twitter: “it has helped me make connections, notify others Bldg Reputation about energy efficiency issues in Santa Fe and stay Nat‟l Networking up on latest EE news. Unfortunately, many people Local Networking laugh when they hear I am using twitter and don't News & Info realize the potential it has! They think it is Web Traffic something only young people and celebrities do - I Online Community think they are missing a lot.” Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 12
  13. 13. @eXapath Mike Hines NPS CT, USA 10 Co-founder of Homepath Products...promoting eXapath as a way to create dwellings that conserve energy while keeping pace with consumer electronics technology. Followers: 2478 Following: 2656 Bldg Reputation On Twitter: Nat‟l Networking “it's an easy way to interact and exchange Local Networking information with those who express News & Info Web Traffic interest.” Online Community Research Connecting Locally Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 13
  14. 14. @GreenCurmudgeon NPS Carl Seville Atlanta/Decatur, GA Green Building Consultant & Curmudgeon Followers: 674 Following: 97 8 On Twitter: “Keeps me in front of other people in the Nat‟l Networking industry with minimal effort. The few Local Networking News & Info minutes it takes to generate a tweet is a SEO good investment.” Web Traffic Online Community Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 14
  15. 15. @MichaelAnschel NPS Michael Anschel Minnesota & Everywhere Green Design & Remodeling Expert Followers: 1195 Following: 221 9 On Twitter: New Biz “it helps manage, grow, and maintain my brand. Bldg Reputation Nat‟l Networking #Socialmediarocks! Traditional metrics for Local Networking evaluation of success in today's world are largely News & Info useless. Re-tweets and click through on Twitter are SEO part of the new currency. Mentions and "love" of Web Traffic your brand by the community is where the value of Online Community Research your brand is really seen. ” Connecting Locally Building Rapport & Understanding Drives Information Foreward Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 15
  16. 16. @RecurveUS NPS San Francisco Formerly Sustainable Spaces. Bay Area‟s Leading Home Energy Specialists Followers: 1234 Following: 1385 10 New Biz Bldg Reputation & Brand On Twitter: Nat‟l Networking “It demonstrates a more informal nature to the Local Networking News & Info company and allows for a two-way dialogue to take SEO place.” Web Traffic Online Community Research Connecting Locally Productive Use of Social Media DATE 16
  17. 17. @cincienergy NPS Cincinnati, OH BPI Certified Building Performance Analyst Followers: 1998 Following: 1257 10 On Twitter: New Biz Bldg Reputation “With the energy consulting and performance Nat‟l Networking contracting industry experiencing exponential Local Networking growth right now twitter is in my opinion the best News & Info platform for energy professionals across the SEO Web Traffic country to communicate on how to grow their Online Community business and the industry itself into one that is fully Research legitimate and sustainable for years to come. I have Connecting Locally gained invaluable tools from connecting on twitter from marketing strategies, to website development, to different performance related contracting strategies.” Productive Use of Social Media DATE 17
  18. 18. @mfrencher NPS Marc French Northwest Low Income Weatherization Energy Auditor/Inspector 10 Followers: 660 Following: 697 On Twitter: New Biz “Seeing what is important to the most respectable Bldg Reputation Nat‟l Networking energy pros in the business is invaluable to me. I Local Networking operate in a rural part of the country and would News & Info otherwise have no contact to this type of network. SEO My networking with these individuals and sharing Web Traffic with my local group has undoubtedly moved my Online Community Research own local industry ahead 10 years or more in one Connecting Locally years time.” Productive Use of Social Media DATE 18
  19. 19. @HorizonMaine NPS David Milliken & Team S. Portland, ME Providing Energy Audits and Green Building Services for Southern Maine 10 Followers: 195 Following: 121 On Twitter: Bldg Reputation Nat‟l Networking “it is an easy way to share information and Local Networking stay connected to a professional network.” News & Info Web Traffic Online Community Connecting Locally Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 19
  20. 20. @GreenRater David Rabineau NPS St. Louis, MO Show Me Home Energy Solutions Days in the life of a green rater and building performance analyst, doing home energy audits. LEED AP. Certified HERS rater. Certified BPI Professional. 8 Followers: 653 Following: 277 On Twitter: “Somewhat isolated, it gives me an avenue to express New Biz myself, forcing me to think about building science issues Bldg Reputation and about what's important to the general population. A Nat‟l Networking nice benefit is that it has brought me a fair amount of News & Info praise, and connections with others nationally who want SEO to use my content.” Web Traffic Connecting Locally Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 20
  21. 21. @jwolfworks Jamie Wolf of Wolfworks NPS Avon, CT Designing and building future friendly homes in Avon, CT in the hope that guidance allows us to manage our fair share of the climate challenge. Certified Passive House Consultant. 10 Followers: 92 Following: 6 On Twitter: “1. I know things most other people don't know, and I know them sooner, and I get that news from folks I come to respect and trust; 2. Bldg Reputation When I find things that are valuable (or am doing/thinking/writing Nat‟l Networking something myself) and share them, it benefits others and they get to News & Info know and respect me. Web Traffic It allows me to identify and share with communities that are exploring Online Community ideas and interests we hold in common with convivial brevity and Research salience. Early Warning System-Hive Mind Before I got it, I didn't get it. Once I got it, I thrive because of it. As the friend who got me going nudged, „just do it‟.” Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 21
  22. 22. @HomeEnergyMag NPS Berkeley, CA Home Energy Magazine, Advancing Home Performance for more than a quarter of a century 8 Followers: 627 Following: 1237 On Twitter: New Biz “I hope that it builds name recognition for Home Bldg Reputation Nat‟l Networking Energy. We have had growth at our site, but it is Local Networking most likely a combo of factors from Tom's E- News & Info Newsletter, to Twitter, Linked In or weather (with SEO people looking for answers to problems). I think the Web Traffic Online Community question maybe, is can we afford not to participate.” Research Connecting Locally Productive Use of Social Media DATE 22
  23. 23. @WolfgangFeist NPS Wolfgang Feist Founder, Passivehaus Institut Innsbruck Building Scientist. Curious physicist with interests in sustainability, energy 5 efficiency especially. Followers: 40 Following: 124 On Twitter: “a fast exchange of ideas is possible.” International Networking News & Info Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 23
  24. 24. @DebSlobe NPS Debbie Slobe Boulder County, CO conservationist, media strategist, nearly net-zero homeowner and PHEV driver 10 Followers: 542 Following: 363 New Biz On Twitter: Bldg Reputation “Twitter is a natural medium extension for the EE Networking w EE Pros trades. Many in the EE world are engineers, Networking w Journalists technicians and all around technophiles so Twitter Local Networking News & Info is a natural medium for engagement. Twitter is also SEO great at making information viral. We use Twitter Web Traffic extensively in media campaigns to advance EE Online Community policies and programs. It is an essential medium for Research Connecting Locally reaching journalists.” Productive Use of Social Media DATE 24
  25. 25. Metrics • # of followers • # and frequency of ReTweets (RT‟s) • # of mentions • Web traffic from twitter.com • # of clicks on links (bit.ly) • # of views of images or videos (twit pic) Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 25
  26. 26. My Case for Giving it a Try • Targeted, powerful local marketing/brand building tool • Watch and listen • Connect with the media • Educate • Extend this community Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 26
  27. 27. And one final wish Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 27
  28. 28. Peter Troast EnergyCircle.com 207.865.3400 ptroast@energycircle.com Productive Use of Social Media ACI Conference, April 22 2010, Austin TX 28
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