CASO AEE Inglés

8/3/2019 CASO AEE Ingls

1/10

Empowering Winds of Change and

Stakeholder Engagement 2.0Web 2.0 advocacy, relationship managementand stakeholder engagement to strengthenreputation and influence policy.


2/10

Until 2010 wind power in Spain had played a role most modern democracies

had tried to emulate: Being the advent of healthy employment andaccountable for a 200% increase of jobs in the Energy sector.

The Situation

The new Pre-allocation Register which was put in place duringmid-2009 and thethe lack of new regulatory framework wascausing uncertainty between key players.

The economical crisis had caused the suspension of orderswhich impacted on the industrys employment ratios.

Future capacity development was at risk threatening thegovernments commitment with Europe of achieving 20% finalenergy consumption from renewable resources by 2020.

The overall reputation performance of the Energy sector wasrapidly deteriorating. The public eye was (and is) on theEnergy sector, specifically on Gas and Oil.

The publics perception was being negatively influenced bymacroeconomic forces as well as industry specific factors.

Eolo photography contest 2011 winner


3/10

The Internet hosted large amounts of conversations, communities ofinterest, activists and social media e-influencers that invested time and

efforts advocating for carbon neutrality and for the use of sustainableenergy sources.

The Challenges

A first e-insight report demonstrated AEE wasnt anactive voice in the webs social conversation. Out of 406total mentions regarding wind power, AEE was mentionedonly in 34 of them.

Its members doubted of the effectiveness of this new, and

mostly unknown, communications ecosystem.

The teams budget was modest but not their drive.

They decided that attempting to control thepower of social conversations was a dangerousgame but engaging in the dialogue, openly,authentically and in a way that made sense forinternal and external stakeholders, would payoff over time.

Online Media comment count bymedia type. Total comments: 406


4/10

To engage decision makers, individuals, families, communities, state,corporations, e-influencers and other stakeholders to begin quickly and

meaningfully supporting Spains Wind Power Associations efforts.

The Objectives

To raise awareness and educatethe Spanish public on the urgentneed to solve the sectors needs andto demand real solutions fromelected officials so that Spains WindPower Capacity building isnt stoppedin order to continue with its activecontribution towards the goal ofachieving 20% final energyconsumption from renewableresources by 2020.

To become a visible, trusted and

authorized voice in the sector inorder to provide timely andtransparent information on the mainissues related to wind power, theSpanish energy landscape and theimpact to individuals, communities,the environment and the nationsmacro-economic situation.

The Future is in your handsPicture from the Eolo 2011 photography contest.


5/10

After succeeding at obtaining internal stakeholder buyout weproceeded to develop a Social Communication Architecture based on

an information hub (AEEs redesigned and social media and SEOoptimized website www.aeeolica.es ). A destination point for contentand conversion. The rest of the components of the social ecosystem

Social Communication Architecture

Twitter: aeeolicaFacebook: aeeolicaYoutube channelSlideshareWiki

BuzzDigital MediaUser generated content
http://www.aeeolica.es/http://www.aeeolica.es/http://www.aeeolica.es/http://www.aeeolica.es/http://www.aeeolica.es/http://www.aeeolica.es/


6/10

New website

Accountability a priority:An employer portal and search engine

where companies and professionalsmeet to explore employmentopportunities.

An associate extranet to promotecollaboration, ideation, iteration andthe sharing of knowledge andinformation.

A Working groups area whereassociates share, openly andtransparently, their initiatives and thedeliverables of working groups relatedto pricing, infrastructures, marine windpower, R&D, environmental issues,internationalization, infrastructures,safety and risk mitigation, training andeducation, workforce and employment,Policy and Regulatory issues, etc.

Performance information and directimpact on individual households.


7/10

Social Media


8/10

Klout

Score


9/10

Social Media: Storytelling

Storytelling and multimedia plays animportant role in todays AEE onlinecommunication. Some of theinitiatives are:

What has wind power

done for you? A series of videosand testimonials that show plantworkers, local community membersand celebrities sharing their views onthe impact of wind power in theirlives. Celebrities endorsed themspontaneously!http://www.youtube.com/watch?v=dc

ISDIbZppA
http://www.youtube.com/watch?v=dcISDIbZppAhttp://www.youtube.com/watch?v=dcISDIbZppAhttp://www.youtube.com/watch?v=dcISDIbZppAhttp://www.youtube.com/watch?v=dcISDIbZppA


10/10

The world

Wind energy: 4038

positives

The e-insight report conducted just after theFukushima plant incident showed 4,000 relevantcomments that advocated for Wind Power inSpain. An increase of 1076.8% over the report inOctober 2010.

A strong reaction in support of their causes andpositions, proving their connection with thesubject, as a consequence of the efforts ofrelationship and connection with their audiencesin the online environment carried out by ESA.

These interventions focused mostly on blogs anddigital versions of traditional media

Success!

Documents

CASO AEE Inglés