Ac itwitter4 eeprosfinpref

Productive Use of Social Media 1

Productive Use of Social Media 2ACI Conference, April 22 2010, Austin TX

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

•ROT isn’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


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


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


Twitter DemographicSummaryfrom Quantcast 3/2010


April Survey--Summary

• 33 Respondents; known #EE PRO’s on Twitter

• Rank order value

• Likelihood of recommending to fellow #EE PRO’s (Net Promoter)

• Twitter is valuable to my business because...

ID & Close New BizBuilding Professional ReputationNetworking w/ Peers NationallyNetworking w/ Peers LocallySource of News & InformationSearch Engine OptimizationDrive Traffic to WebsiteParticipate in Online CommunityResearchConnect w/ Biz & Homeowners LocallyOther

Productive Use of Social Media ACI Conference, April 22 2010, Austin TX

Results--Value of Twitter for...

# of respondents choosing value


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


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


Bldg ReputationNat’l NetworkingLocal Networking

News & InfoWeb Traffic

Online Community

@AHAenergyauditsAmanda Evans Santa Fe, NMHERS rater, BPI certified Building Analyst and NAHB Green Verifier in Santa Fe, NM.Followers: 186 Following: 156

On Twitter: “it has helped me make connections, notify others about energy efficiency issues in Santa Fe and stay up on latest EE news. Unfortunately, many people laugh when they hear I am using twitter and don't realize the potential it has! They think it is something only young people and celebrities do - I think they are missing a lot.”

NPS

10




Online CommunityResearch

Connecting Locally

@eXapathMike Hines CT, USACo-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

On Twitter: “it's an easy way to interact and exchange information with those who express interest.”

NPS

10


Nat’l NetworkingLocal Networking

News & InfoSEO

Web TrafficOnline Community

@GreenCurmudgeonCarl Seville Atlanta/Decatur, GAGreen Building Consultant & CurmudgeonFollowers: 674 Following: 97

On Twitter: “Keeps me in front of other people in the industry with minimal effort. The few minutes it takes to generate a tweet is a good investment.”

NPS

8


New BizBldg ReputationNat’l NetworkingLocal Networking

News & InfoSEO


ResearchConnecting LocallyBuilding Rapport &

UnderstandingDrives Information

Foreward

@MichaelAnschelMichael Anschel Minnesota & EverywhereGreen Design & Remodeling ExpertFollowers: 1195 Following: 221

On Twitter: “it helps manage, grow, and maintain my brand. #Socialmediarocks! Traditional metrics for evaluation of success in today's world are largely useless. Re-tweets and click through on Twitter are part of the new currency. Mentions and "love" of your brand by the community is where the value of your brand is really seen. ”

NPS

9

Productive Use of Social Media 16DATE

New BizBldg Reputation & Brand

Nat’l NetworkingLocal Networking

News & InfoSEO


ResearchConnecting Locally

@RecurveUSSan Francisco Formerly Sustainable Spaces. Bay Area’s Leading Home Energy SpecialistsFollowers: 1234 Following: 1385

On Twitter: “It demonstrates a more informal nature to the company and allows for a two-way dialogue to take place.”

NPS

10



News & InfoSEO



@cincienergy Cincinnati, OHBPI Certified Building Performance AnalystFollowers: 1998 Following: 1257

On Twitter: “With the energy consulting and performance contracting industry experiencing exponential growth right now twitter is in my opinion the best platform for energy professionals across the country to communicate on how to grow their business and the industry itself into one that is fully legitimate and sustainable for years to come. I have gained invaluable tools from connecting on twitter from marketing strategies, to website development, to different performance related contracting strategies.”

NPS

10



News & InfoSEO



@mfrencherMarc French NorthwestLow Income Weatherization Energy Auditor/InspectorFollowers: 660 Following: 697

On Twitter: “Seeing what is important to the most respectable energy pros in the business is invaluable to me. I operate in a rural part of the country and would otherwise have no contact to this type of network. My networking with these individuals and sharing with my local group has undoubtedly moved my own local industry ahead 10 years or more in one years time.”

NPS

10




Online CommunityConnecting Locally

@HorizonMaineDavid Milliken & Team S. Portland, MEProviding Energy Audits and Green Building Services for Southern MaineFollowers: 195 Following: 121

On Twitter: “it is an easy way to share information and stay connected to a professional network.”

NPS

10


New BizBldg ReputationNat’l Networking

News & InfoSEO

Web TrafficConnecting Locally

@GreenRaterDavid Rabineau St. Louis, MOShow Me Home Energy SolutionsDays in the life of a green rater and building performance analyst, doing home energy audits. LEED AP. Certified HERS rater. Certified BPI Professional.

Followers: 653 Following: 277

On Twitter: “Somewhat isolated, it gives me an avenue to express myself, forcing me to think about building science issues and about what's important to the general population. A nice benefit is that it has brought me a fair amount of praise, and connections with others nationally who want to use my content.”

NPS

8


Bldg ReputationNat’l Networking



Early Warning System-Hive Mind

@jwolfworksJamie Wolf of WolfworksAvon, CTDesigning 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.

Followers: 92 Following: 6On 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. When I find things that are valuable (or am doing/thinking/writing something myself) and share them, it benefits others and they get to know and respect me.

It allows me to identify and share with communities that are exploring ideas and interests we hold in common with convivial brevity and salience.

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’.”

NPS

10



News & InfoSEO



@HomeEnergyMag Berkeley, CAHome Energy Magazine, Advancing Home Performance for more than a quarter of a centuryFollowers: 627 Following: 1237

On Twitter: “I hope that it builds name recognition for Home Energy. We have had growth at our site, but it is most likely a combo of factors from Tom's E-Newsletter, to Twitter, Linked In or weather (with people looking for answers to problems). I think the question maybe, is can we afford not to participate.”

NPS

8


International NetworkingNews & Info

@WolfgangFeistWolfgang Feist Founder, Passivehaus InstitutInnsbruckBuilding Scientist. Curious physicist with interests in sustainability, energy efficiency especially.Followers: 40 Following: 124

On Twitter: “a fast exchange of ideas is possible.”

NPS

5


New BizBldg Reputation

Networking w EE ProsNetworking w Journalists

Local NetworkingNews & Info

SEOWeb Traffic


Connecting Locally

@DebSlobeDebbie Slobe Boulder County, COconservationist, media strategist, nearly net-zero homeowner and PHEV driverFollowers: 542 Following: 363

On Twitter: “Twitter is a natural medium extension for the EE trades. Many in the EE world are engineers, technicians and all around technophiles so Twitter is a natural medium for engagement. Twitter is also great at making information viral. We use Twitter extensively in media campaigns to advance EE policies and programs. It is an essential medium for reaching journalists.”

NPS

10


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)


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


And one final wish


Peter TroastEnergyCircle.com

[email protected]

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