Hawaii Clean Energy InitiativeOnline Presence

HCEI Website

Facebook Twitter

Facebook

Facebook stats

Facebook

Burt’s Friends now know that he has become a fan of something.

100

Katie’s friends have been made aware that she would like to know more about what Burt is a fan of.

Martha’s friends have been made aware that she approves of Burt’s Fandom.

60

130

290 Positive Exposures

Facebook Mobile

- Publish everywhere- Always available- Cross platform- Highly distributed

Facebook

Facebook

• Standardize approach across all experiences• Share successes from all branches• Entice engagement through

• Unique & compelling content such as personal stories• Promoting programs, offers and rebates• Highlighting HCEI specific info i.e. achievements

• Establish editorial calendar • Manage Frequency

Facebookcontent strategy

• Utilize Facebook as the primary conversation starter – Users are more comfortable and passalong is easiest within this

medium• Create photo and video library

– Proactively pursue excellent content and share with your audience• Identify content participants• Allow for “managed” user generated content

– Always particpate, elevate, and reward users for participating• Identify offers, rebates, programs

Facebookcontent strategy

Editorial calendar:• Synchronize with media calendar• Contact branch managers or program managers to submit content• Solicit Fans or audience for images, photos or video• Keep content fresh, post regularly but not too frequently

Facebookcontent strategy

Editorial calendar: Branded content• Director of Fun weekly posts

– Activities/excursions taking place on property

• Concierge– Planning and activity tips– Local insights

• Director of Romance– Destination wedding tips– Unique honeymoon experiences

• Property hosted events:– Creation - A Polynesian Journey– Sheraton Maui Cliff Diving Ceremony

• Property branded recipes and activities– The Royal Hawaiian’s Signature Mai Tai– Aha Aina

Twitter

• Use Twitter as a way to broadcast other content• 1 – 2 tweets per day

• Event reminders• Industry News• Special offers • Facebook content• Press• Live event comments

• RT positive content• RT brand content

Twitter

• Gather information • Track breaking news • Crowdsource questions• Share industry news that isn’t HCEI specific • Share breaking news that doesn’t make the Facebook criterial

or schedule

Twitter

• Use Twitter as a way to broadcast other content• 1 – 2 tweets per day

• Event reminders• Industry News• Special offers • Facebook content• Press• Live event comments

• RT positive content• RT brand content

• Utilize promotions to drive social activity and engagement• Objective: Generate “noise” across social properties

• Link Facebook & Twitter together to generate a strong and engaged following

• Strategy• Give away super-trips at each of the properties based on user’s

social media participation• Utilize PR, social media, partnerships and traditional advertising to

promote and execute reward vacations

Website

Website

• CMS• Posting• Frequency

Summary or Conclusion

9 tips from 5 companiesSeparate opinions from facts,

and make sure your audience can see the difference.

Aim for quality, not quantity. Offer your contribution with context whenever you can. Provide links to other blogs, media

articles or whatever sources you think are necessary. Make your content rich and interesting for others to read.