Promoting Geothermal - and the need for the right investment Event: EGEC GeoPower Europe 2011, Milan/ Italy, Dec. 6-7. 2011

1. PROMOTING
GEOTHERMAL
… and the need for the right investment
Alexander Richter
Canadian Geothermal Energy Association (CanGEA)
ThinkGeoEnergy.com
@thinkgeoenergy
6 December 2011 – GeoPower Europe, Milan/ Italy

2. ThinkGeoEnergy.com
• Global news
• Job Portal
• Geothermal Power
Plant Map
• Social media
• iPhone app
• Free pictures
• Services

3. GeoEnergy

4. PERCEPTION "
AND POSITION OF
THE INDUSTRY

5. Geothermal utilization

6. Coal
Gas
Hydro
Wind
Nuclear
Oil
Biomass
Waste
Geothermal electricity generation"
in TWh, IEA 2008

7. “Geothermal
energy, potentially
the largest – and
presently most
misunderstood -
source of energy”
Al Gore, Our Choice

10. PUBLIC
RELATIONS "
& MARKETING

11. 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

12. 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

13. Defining target groups
General public
Politics – local vs. national
Stakeholders
Strategic partners
Investors/ banks
Media – specialized or general

14. 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

15. Politics
Promise vs. delivery
Marketing vs. public relations
Lobbying/ industry voice
Terms of election
Responsibilities
Long-term vs. short-term
Champions

16. Investors & financial institutions
Definition of targets
Documentation
Partners
Project choice based on availability of finance
Vendor-based financing (approach)
Reporting Codes vs. Terms & Definitions

17. 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

18. 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
1
Mar '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

19. MEDIA

20. General and specialized media
• General
• Specialized
• Focus
• Online/ print
• Press releases
• Interviews
• Relations
• Availability
• Documentation
…

21. Social media
Facebook
Social network
Twitter
LinkedIn/ Xing
Business
Google+
development
Ning
Slideshare
News, promotion
Flickr
YouTube/ Vimeo
Documents/
Issuu
visibility
RSS feeds

22. ThinkGeoEnergy
Engagement of readers/ interest groups
843! 520! 595!
Followers
Group
News-
letter
as of Dec. 6, 2011

23. ThinkGeoEnergy - readership
Daily 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)

24. SUMMARY

25. POSITIONING

26. • 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

27. 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

28. Contact
Alexander Richter
Canadian Geothermal Energy Association (CanGEA)
alexander@cangea.ca
ThinkGeoEnergy.com
alex@thinkgeoenergy.com
Follow me:
Twitter: @thinkgeoenergy
LinkedIn Group: ThinkGeoEnergy
Flickr.com/thinkgeoenergy
YouTube.com/thinkgeoenergy
Slideshare.com/thinkgeoenergy