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Educating & Marketing to Customers:Best Practices Outside Solar Industry<br />Presented at Solar Power International<br />
E-Storm’s Focus – Holistic Marketing<br />SWOT ANALYSIS<br />COMPETITIVE<br />RESEARCH<br />MARKET SIZING & SEGMENTATION<b...
Clients: 10 Years – 100 Organizations Worldwide<br />
Educating Customers<br />Top level educating/marketing ideas effective in other industries:<br />
80% of consumers find product information through search<br />solar power<br />Companies should invest in:<br /><ul><li> S...
 Paid search - PPC
 Geo-targeted
 Related search – competitors, advocacy
 Contextual – Governator announces….</li></li></ul><li>Search – Leveling the playing field for you<br />
Search – Leveling the playing field<br />
Display Advertising – You can afford it now<br />You will hear “Banners don’t work”<br />Not true!<br />
Display Advertising – You can afford it now<br />What you need:<br />Measure true ROI:<br />Clicks <br />“Viewthrough”<br ...
What is Social Media?<br />
Why should you care about Social Media<br />
Are consumers really using social media?<br />
Are consumers really using social media?<br />
Are our customers really using social media…<br />..to discuss solar power online?<br />You bet<br />EcoGeek<br />NewEnerg...
Educating Customers<br />Social media is a perfect way for many companies to:<br />Learn from customers first hand what th...
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Solar Power International Education Customers

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Presentation given to attendees at Solar Power International.
Provides high level overview of what Solar industry companies can use online marketing to educate customers, and be in front of them when they are researching solar solutions.
If you want more information, please don't hesitate to contact me.

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Transcript of "Solar Power International Education Customers"

  1. 1. Educating & Marketing to Customers:Best Practices Outside Solar Industry<br />Presented at Solar Power International<br />
  2. 2. E-Storm’s Focus – Holistic Marketing<br />SWOT ANALYSIS<br />COMPETITIVE<br />RESEARCH<br />MARKET SIZING & SEGMENTATION<br />BRANDING & POSITIONING<br />STRATEGY<br />RESEARCH<br />INTERNAL & EXTERNAL<br />RESEARCH<br />GO-TO-MARKET STRATEGY<br />CREATIVE DEV’T<br />EXECUTION<br />MEASUREMENT<br />ONLINE ADVERTISING<br />MARKETING ANALYTICS<br />SEO<br />PPC<br />SOCIAL<br />MEDIA<br />OFFLINE MARKETING<br />INT’L MKTG.<br />
  3. 3. Clients: 10 Years – 100 Organizations Worldwide<br />
  4. 4. Educating Customers<br />Top level educating/marketing ideas effective in other industries:<br />
  5. 5. 80% of consumers find product information through search<br />solar power<br />Companies should invest in:<br /><ul><li> Search engine optimization – SEO – still low competition
  6. 6. Paid search - PPC
  7. 7. Geo-targeted
  8. 8. Related search – competitors, advocacy
  9. 9. Contextual – Governator announces….</li></li></ul><li>Search – Leveling the playing field for you<br />
  10. 10. Search – Leveling the playing field<br />
  11. 11. Display Advertising – You can afford it now<br />You will hear “Banners don’t work”<br />Not true!<br />
  12. 12. Display Advertising – You can afford it now<br />What you need:<br />Measure true ROI:<br />Clicks <br />“Viewthrough”<br />Customer exposed to ad, doesn’t click but comes to you later<br />Tips:<br />AdBrite – geotarget, keyword & leads-based<br />Yahoo Apt<br />Google Site Targeting<br />Budget? $5-10K per placement<br />
  13. 13. What is Social Media?<br />
  14. 14. Why should you care about Social Media<br />
  15. 15. Are consumers really using social media?<br />
  16. 16. Are consumers really using social media?<br />
  17. 17. Are our customers really using social media…<br />..to discuss solar power online?<br />You bet<br />EcoGeek<br />NewEnergyNews <br />The Oil Drum….<br />How can start on social media?<br /> Use technorati, trackur, google alerts, <br />blog search to understand:<br />Who is talking about:<br />Your brand<br />Your competitors<br />The industry<br />Customers’ needs<br /> Listen, then engage<br /> Measure against benchmarks<br />
  18. 18. Educating Customers<br />Social media is a perfect way for many companies to:<br />Learn from customers first hand what they want & expect from you<br />Before launching any campaign – check with your end customers<br />Make “consumable” content available<br />Develop relationship with consumers, instill trust – sales will follow<br />Lower cost per acquisition – increase conversion<br />
  19. 19. Social Media Case Study<br />Since mid 2007, e-Storm and Crimson Consulting helping UGOBE with:<br />Community planning/development<br />Strategic and tactical social media marketing <br />Implementation of buzz metric tool; buzzlogic<br />Identifying new audiences, new promotions with social media<br />Identifying negative and positive WOM <br />Training staff on WOM/Social Media<br />Results to date:<br />More than 4,000 sites have covered Pleo<br />More than 1M views of Pleo Videos on YouTube (650 videos)<br />Videos at Pleoworld.com – 6th most consumed content<br />Internal forums – 7th largest referrer to Pleoworld.com<br />400 sites about Pleo bookmarked on De.li.cio.us<br />StumbleUpon – Top 20 referee<br />Sold out within weeks<br />
  20. 20. Case Study: Travelpod, a TripAdvisor Co.<br />Goals:<br />Increase awareness, and qualified visits <br /> to their website <br />Increase advertising revenues<br />Improve conversion from visits to transactions<br />Results:<br />Increased unique visitors by x7<br />Increased the number of bloggers actively writing by x4<br />Increased the number of pageviews by x2.5<br />Achieved a loyalty percentage between 30 - 38% loyalty month to month<br />Increased the number of pages that bloggers printed in books from 300K to 1M <br />Achieved 100 – 5,000 referrals per month from community activities on and off site<br />Company sold to TripAdvisor – thanks in part by e-Storm’s help<br />
  21. 21. Thank You!<br />William Gaultier<br />Tel.: +1-415-352-1200<br />william@e-storm.com<br />www.e-storm.com<br />twitter.com/wgaultier<br />linkedin.com/in/williamgaultier<br />
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