Slides from the breakout session on social media marketing presented by Stephanie Powers of Hagerstown Community College at the 2012 AEE Solar Annual Convention in Orlando, FL.
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Social Media Marketing for Solar Professionals
1. Social Media Marketing
for Solar Professionals
PRESENTED BY
STEPHANIE POWERS
HAGERSTOWN COMMUNITY COLLEGE
HAGERSTOWN, MD
SAPOWERS@HAGERSTOWNCC.EDU
240-500-2490
2. Agenda
21st Century Marketing
Where does social media fit?
Specific Opportunities for the Solar Industry
Strategies and Best Practices
Questions/Discussion/Idea Sharing
3. What is Marketing?
“Marketing is everything you do to promote your
business, from the moment you conceive of it to the
point at which customers buy your product or service
and begin to patronize your business on a regular basis.
The key words to remember are EVERYTHING and
REGULAR BASIS.”
-Jay Conrad Levinson
Author of the Guerrilla Marketing series
4. A New Economy
Old Economy New Economy
Organized by products Organized by customer segments
Focused on transaction value Focused on the lifetime customer value
Shareholder Stakeholder
Image credit: xedos4
Marketing by marketing dept. Marketing by EVERYONE
Customer acquisition Customer retention
Overpromise, under-deliver Under-promise, over-deliver
5. Why the Change?
Varied media Transparency
Access to information Improved consumer data
Targeted messaging More data
Technology Information sharing
Consumer intelligence What else?
6. Where Does Social Media Fit?
What is social media?
Social Community
Interactive User experience
User-centered Relationship building
Two-way communication Sharing
Information sharing Others?
Web or mobile based
Image credit: jscreationzs
7. How Can this Work for Business?
Search Engine Optimization (SEO)
Customer Service
Qualified Leads
Public Relations
Targeted Marketing
8. How Does this Work for Solar Business?
http://www.youtube.com/watch?v=lyDSCHct6S
I&feature=player_embedded
9. Where do I Start?
Determine a Realistic Level of Use
Consider your company’s…
Level of expertise &
experience
Available time &
resources Image credit: jannoon028
Expected outcomes
10. Step 1: Listen
Google alerts - http://www.google.com/alerts
Twitter discussions– Custom feeds in HootSuite.com
Your company
Industry topics
Hashtags #
Facebook
Delete & report spam!
Respond to questions
Claim your business on Foursquare,
Gowalla, Yelp, Google Places, etc.
11. Step 2: Join the Conversation
Determine which networks are right for your
business – www.google.com/adplanner
Determine your goals for each platform/campaign -
http://socialmediatoday.com/node/424216
Customer service Leads
Promotion Web traffic
Awareness
Set up tracking tools & evaluate success
HootSuite analytics TwitSprout
Website referral numbers Google analytics
Klout score
12. Step 3: Become an Industry Expert
Get involved in industry-related conversations
Track Twitter for questions – respond with expert info, NOT
product/service promotion
Answer LinkedIn questions and get involved in groups
Content, Content, Content!
Blog
Video
Testimonials
13. Strategies & Best Practices
Inbound links
Link back to your website often
Shareable Content
Use social plugins
Post frequently
Use your strategy!
Start & participate in conversations
Promote your partners
14. Strategies & Best Practices Cont’d
Respond in a timely
manner -
www.facebook.com/sungevity
15. Facebook-Specific SEO Strategies
Choose your Facebook page name carefully
Create a custom URL
Example: www.facebook.com/nike
Use your keywords in “About” section
Other “Info” items of importance
Address – important for location-specific companies
Company Overview, Mission, Products – Keywords!
Photo captions – Keywords!
16. Censorship, Integrity & Crisis Management
DO NOT delete negative comments
DO set guidelines for deleting
spam, profanity, slander, etc.
Example: www.facebook.com/libraryofcongress
DO have a crisis management plan
http://www.mackcollier.com/social-media-crisis-
management/
17. Articles of Interest
How to Develop a Social Media Content Strategy -
http://www.socialmediaexaminer.com/how-to-
develop-a-social-media-content-strategy/
The Ultimate Glossary: 120 Social Media Marketing
Terms Explained -
http://blog.hubspot.com/blog/tabid/6307/bid/6126
/The-Ultimate-Glossary-120-Social-Media-
Marketing-Terms-Explained.aspx
18. Articles of Interest
Top 10 Marketing Trends for 2012 -
http://www.business2community.com/marketing/t
op-ten-marketing-trends-for-2012-0112545
Social Media and Web Innovations on the Rise for
Solar Industry -
http://www.renewableenergyworld.com/rea/news
/print/article/2011/07/social-media-and-web-
innovations-on-the-rise-for-solar-industry
19. Resources
Management tools YouTube Channels
www.hootsuite.com SocialMedia Today
www.tweetdeck.com Social Media Examiner
www.ping.fm Industry Experts
Blogs Mack Collier –
Mashable – www.mashable.com www.mackcollier.com
HubSpot – www.hubspot.com Chris Brogan –
Facebook Pages Resources Tab –
www.chrisbrogan.com
www.facebook.com/facebookpages Scott Stratten –
LinkedIn Groups
www.unmarketing.com
Social Media Today
Fans of Mashable
eMarketing Association Network