GeoPower Europe, Dec. 6, 2011

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Promoting Geothermal - and the need for the right investment

Event: EGEC GeoPower Europe 2011, Milan/ Italy, Dec. 6-7. 2011

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GeoPower Europe, Dec. 6, 2011

  1. 1. PROMOTINGGEOTHERMAL… and the need for the right investmentAlexander RichterCanadian Geothermal Energy Association (CanGEA)ThinkGeoEnergy.com@thinkgeoenergy6 December 2011 – GeoPower Europe, Milan/ Italy
  2. 2. ThinkGeoEnergy.com•  Global news•  Job Portal•  Geothermal Power Plant Map•  Social media•  iPhone app•  Free pictures•  Services
  3. 3. GeoEnergy  
  4. 4. PERCEPTION "AND POSITION OFTHE INDUSTRY
  5. 5. Geothermal utilization
  6. 6. Coal Gas Hydro Wind Nuclear Oil Biomass Waste Geothermal electricity generation" in TWh, IEA 2008
  7. 7. “Geothermalenergy, potentiallythe largest – andpresently mostmisunderstood -source of energy”Al Gore, Our Choice
  8. 8. PUBLICRELATIONS "& MARKETING
  9. 9. Public relations The maintenance of a favorable public image by an organization or a famous person The actions of a corporation in promoting goodwill between itself and the public, the community, employees, customers etc. Source: Collins English Dictionary
  10. 10. Marketing The organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships ! in ways that benefit the organization and its stakeholders Source: American Marketing Association
  11. 11. Defining target groups General public Politics – local vs. national Stakeholders Strategic partners Investors/ banks Media – specialized or general
  12. 12. General (public opinion & politics) Under-promise and over-deliver! vs. Over-promise and under-deliver! Examples: 5,000 MW 170 projects Vast by 2015 5,400 MW resources
  13. 13. Politics Promise vs. delivery Marketing vs. public relations Lobbying/ industry voice Terms of election Responsibilities Long-term vs. short-term Champions
  14. 14. Investors & financial institutions Definition of targets Documentation Partners Project choice based on availability of finance Vendor-based financing (approach) Reporting Codes vs. Terms & Definitions
  15. 15. North American geothermal stocks Alterra Ormat Power (AXY) Technologies (ORA) Ram Nevada Geothermal Power Power (RPG) (NGP) US Geothermal (GTH) Chart courtesy of Google Finance
  16. 16. Events Key target areas and audience Geothermal vs. all-renewables Sale vs. general promotion Scientific/ academic vs. business development Topical, regional vs. multi-national Number of events: 7 6 6 4 3 1 1 1 1 1 1 1Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12
  17. 17. MEDIA
  18. 18. General and specialized media•  General•  Specialized•  Focus•  Online/ print•  Press releases•  Interviews•  Relations•  Availability•  Documentation…
  19. 19. Social media Facebook Social network Twitter LinkedIn/ Xing Business Google+ development Ning Slideshare News, promotion Flickr YouTube/ Vimeo Documents/ Issuu visibility RSS feeds
  20. 20. ThinkGeoEnergyEngagement of readers/ interest groups 843! 520! 595! Followers Group News- letter as of Dec. 6, 2011
  21. 21. ThinkGeoEnergy - readershipDaily visits: 650 (average last 12 months) U.S. 28.55% Canada 5.41% Philippines 5.12% UK 5.01% Australia 4.87% Kenya Germany 4.66% 4.37% Global/ regional reach Iceland 3.70% Language(s) India 3.38% Indonesia 2.76% Japan 2.45% New Zealand 2.15% 188 Other 27.57% Last 12 months (Nov. 30, 2011)
  22. 22. SUMMARY
  23. 23. POSITIONING
  24. 24. •  Role of geothermal in global picture•  Promotion tailored for targets•  Utilization of available tools•  The need to spend money on marketing, promotion & lobbying•  Concerted efforts in promotion to public and politics necessary
  25. 25. Picture credits Geothermal Heat Pump – Drilling rig in Basel, Concentrating solar power Garden loop Switzerland plant Source: Source: Georgios Kefalas/ Source: National Winnipegwomen.com AP, msnbc.msn Instruments Széchenyi Thermal Baths, Drilling rig iat Bald Newspaper stand Budapest/ Hungary Mountain, California Source: 4FreePhotos Source: Flickr/ Vlastula, Source: Oski Energy creative commons Wairakei geothermal power Langenhorn wind park, Renewable Energy World plant, Waikato, NZ Friesland, Germany Magazine North America Source: Ingolfson, creative Source: EPAW.org Source: Online.Qmags commons Al Gore in An Inconvenient Reykjanes geothermal Geothermal Truth power plant, Iceland advertisement/ EnBW by Jung v. Matt Source: Eric Lee/ Paramount Source: ThinkGeoEnergy Pictures Source: Guerilla-Marketing
  26. 26. ContactAlexander RichterCanadian Geothermal Energy Association (CanGEA)alexander@cangea.caThinkGeoEnergy.comalex@thinkgeoenergy.comFollow me: Twitter: @thinkgeoenergy LinkedIn Group: ThinkGeoEnergy Flickr.com/thinkgeoenergy YouTube.com/thinkgeoenergy Slideshare.com/thinkgeoenergy

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