Austin Energy began using social media like Twitter and Facebook in 2009 to communicate with customers. They created pages on these sites and developed strategies for posting. The document discusses Austin Energy's use of Facebook and Twitter to share news, events, and energy tips. It also outlines their process for social media teams to request and approve posts. Analytics of posts are used to understand user engagement and the most popular content.

1. Austin Energy
Web & Portal Services
Social Media Applications
Energy Efficiency Services
© 2003 - 2010 Austin Energy. All Rights Reserved 1

2. History
 In 2009, AE decided to employ Social
Media as a communications component.
 Created AE pages on select sites: Twitter,
Facebook, Posterous
 Developed social media strategy and
objectives.
 Soft opening until April 2010, when we
opened Twitter, Facebook to interaction
with users
© 2003 - 2010 Austin Energy. All Rights Reserved 2

3. Facebook
Background:
 Social networking Web site where people
meet to connect and share information,
photos, videos with friends, family, others
sharing mutual interests
 Has passed other social networking sites
as the most popular
 100 million log on daily
© 2003 - 2010 Austin Energy. All Rights Reserved 3

4. Facebook
Austin Energy on Facebook
 AE uses Facebook “Pages” for businesses
 Have 118 fans, or “Likes”
 An even split between Male & Female
 Ages 25-44: 57%
 45-54: 18%
 55+: 10%
 Those who “like” AE’s site can post to our
site, comment on our postings, or simply
indicate that they “like” a posting.
© 2003 - 2010 Austin Energy. All Rights Reserved 4

5. Facebook
Austin Energy on Facebook - cont’d
 Types of postings:
 Upcoming events
 AE news items or industry news
 AE Programs
 General tips and information
 Photos, videos, links
© 2003 - 2010 Austin Energy. All Rights Reserved 5

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7. Facebook
AE Facebook Pages
 Austin Energy main page
 Austin Climate Protection Program
 Power Saver
 Green Building
 Customer Assistance Program
 Austin Energy Regional Science Festival
© 2003 - 2010 Austin Energy. All Rights Reserved 7

8. Twitter
Format: Instant messaging in 140 characters
or less
 Usually includes a link to relevant content
such as a news release or Web site with use
of a URL shortener, such as bit.ly. (URL is
included in the character count.)
 Can also incorporate photos, videos, audio
 Users can follow each other, reply to
messages and “retweet” messages.
 More than 18 million adult users
© 2003 - 2010 Austin Energy. All Rights Reserved 8

9. © 2003 - 2010 Austin Energy. All Rights Reserved 9

10. Twitter
Types of postings
 Industry news or updates, with links
 Special event Tweeting. May include
attached photos or other media
depicting up-to-the-minute scene/info
 Notice of speaking events or meetings
 AE presence at public events
 Services offered, how to contact
 Other announcements as determined
© 2003 - 2010 Austin Energy. All Rights Reserved 10

11. Posterous
Is a Blog site
 Use to “storystream” interesting blogs or
articles written by Austin Energy or
others
 May attach videos, photos
 Can link to Posterous from Facebook,
Twitter postings
 Photo galleries can reside here, and/or
Social Media Picasa, Facebook galleries
© 2003 - 2010 Austin Energy. All Rights Reserved 11

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13. © 2003 - 2010 Austin Energy. All Rights Reserved 13

14. Social Media Posting Process
 Send request to
socialmedia@austinenergy.com
 Include link to relevant Web site with more
information for readers, if available
 If for Posterous, include blog or article for
posting.
 Photos or video a plus. Place in network
folder and send folder location along with
request
 Secure manager approval prior to
submitting
© 2003 - 2010 Austin Energy. All Rights Reserved 14

15. Social Media Posting Process
 Once request is submitted, posting will
take place within 24 hours unless other
schedule is requested
 Material may also be reviewed by
Corporate Communications and Web and
Portal Services prior to posting
© 2003 - 2010 Austin Energy. All Rights Reserved 15

16. Analytics
 Available for both Facebook and Twitter
 Number of clicks into links
 How many times posting is shared with
others
 Analysis of what types of postings are
most popular
 User demographics
© 2003 - 2010 Austin Energy. All Rights Reserved 16

17. Austin Energy
Web & Portal Services
Social Media Applications
Energy Efficiency Services
© 2003 - 2010 Austin Energy. All Rights Reserved 17