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CLEAN ENERGY MINISTERIAL DIGITAL MEDIA
Performance Review & Recommendations
Highlights
Feb. 2013 through May 2014
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SUPPORTING CEM COMMUNICATIONS GOALSCEM communications strive to raise the public profile of the CEM and its achievements. Increased recognition can help drive greater government support and engagement, and broaden CEM’s impact.
To meet these goals, CEM’s communications strategy includes media relations, events, positioning, and stakeholder outreach activities. CEM’s digital media platforms support the stakeholder outreach component of the strategy, supporting direct outreach to stakeholders in key target audiences.
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OUTREACH OBJECTIVES The objectives of stakeholder outreach include:
• Communicating clear and concrete achievements of CEM and initiatives
• Informing the ‘engaged’ public of the contributions of CEM and the individual initiatives towards transitioning to a clean energy economy
• Providing convincing evidence to industry and technical leaders of the validity and potential and actual impact of CEM initiatives
• Increasing the utilization of initiative resources and positive impact from initiative products and services
• Using storytelling to more effectively engage with all constituencies, but particularly with the public and other non-technical stakeholders.
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ACTIVITIES AND TARGET OUTCOMES
Activities
YouTube
Newsletter
Website
Audiences
Public
CEM governments
Policymakers in CEM countries
Energy NGOs
Climate change constituencies
Private sector/industry
Outcomes
Increased awareness of CEM & its work
Increased exposure for CEM information &
tools
Sustained, year-round discussion about
CEM & its work
Increased use of CEM information & tools
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MEASURING PROGRESS
Outcome How can we measure progress in this area?
Exposure for CEM information & tools
Metrics that address the size and scope of your audience: Followers, impressions, views/opens, extent to which you are reaching target audiences & target countries
Awareness of CEM & its work
Metrics that address user interest in your content: Likes, shares
Discussion about CEM & its work
Metrics that address conversation:Replies, comments, mentions of CEM, LinkedIn discussions
Use of CEM information & tools
Metrics that address content use:Downloads, clicks, video views, page views
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THE TRENDSTwitter: High growth and interaction
• Fastest growth (994 followers); highest exposure (3,000,000+ impressions); highest shares; highest level of discussion
Facebook: Growing platform for public outreach and interaction
• Our top platform for shares and for outreach to the public
LinkedIn: A growth opportunity
• This group could be a strong platform to build discussion with U.S.-based energy sector professionals.
YouTube: An enabling foundation
• Provides an online archive for our videos, which makes it easier to use them as part of our social media content
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THE TRENDSE-newsletter:
• Our best platform for outreach to CEM government delegations, with strong user response to our content
CEM website:
• Our best platform for exposure (views) and use (clicks on CEM tools and resources)
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TOP PLATFORM FOR FOLLOWER GROWTHTwitter has our fastest-growing fan base.
1/26/2013 3/17/2013 5/6/2013 6/25/2013 8/14/2013 10/3/2013 11/22/2013 1/11/2014 3/2/2014 4/21/2014 6/10/20140
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Twitter FollowersFacebook FansLinkedIn Members
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TOP PLATFORM FOR IMPRESSIONS We have gained over 3 million total impressions (potential views) on twitter, the highest among our social media platforms. And monthly impressions have risen sharply in 2014.
Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-140
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800000Impressions per Month
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CONNECTING WITH TARGET AUDIENCESOn twitter, a mix of organizations (below) & individuals – including big players like the IEA & UNFCCC – have retweeted our content or mentioned us.
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TOP PLATFORM FOR SHARES (RETWEETS)Twitter is our best platform for shares (retweets) of our
content. We are earning a greater number of retweets per tweet over time – reflecting rising awareness and interest in our content.
2013 Jan - Apr 2014 May 2014 2013 Jan - Apr 2014 May 20140
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Shares/Retweets and Likes/Favorites per Post or Tweet
LikesShares
Facebook Twitter
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TOP PLATFORM FOR DISCUSSIONOur fans are using twitter to interact with us in manyways:
To respond to our comments
To discuss our content, within their network
To draw our attention to something
To promote/discuss our events
To ask questions
To add commentary on our tweets
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TOP PLATFORM FOR ENGAGING WITH THE PUBLICFacebook is our top platform for informing and interacting with the public.
Among 100 different accounts that have liked/shared our content, about 80% are individuals – members of the energy-interested public.
The other 20% are organizations, including some from CEM target audiences: • Energy NGOs: CLASP, IPEEC, Buildings Performance
Institute – Europe, Light Up the World, National Green Energy Council
• Industry groups: Expo Biomasa, AVEBiom• Climate constituencies: UNFCCC
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TOP PLATFORM FOR LIKES
2013 Jan - Apr 2014
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May 20140
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LikesShares
Facebook Twitter
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Likes
Likes
Facebook is our top platform for likes (thumbs up) on our content. The total number of likes per month has risen over time (left).
The number of likesper post is also growing(right), reflecting rising awareness and interest in our content.
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MOST LIKED/SHARED FACEBOOK CONTENTMost liked on our page: Most shared on our page:
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AN ENABLING PLATFORM Our YouTube account’s biggest strength is that it provides us with an online home for our videos, one that enables us (and others) to easily share them on social media and websites.
Total minutes watched: 1,221
Average length of view: • 1 minute, 40 seconds
(only 38% of the video, on average)
Top content:• Women: A Driving force for Clean
Energy: 197 views, 421 minutes• Global Atlas video:
120 views, 321 minutes
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AN UNTAPPED OPPORTUNITY?Our LinkedIn group represents a large potential opportunity for outreach, especially in the U.S. energy sector.
Members are primarily U.S. professionals – Johannesburg is the onlyinternational city in the list of top audience locations.
28% of group memberssay that they work in the energy sector.
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MEMBER-DIRECTED ACTIVITYOur LinkedIn group is self-directed – any group member can begin a discussion. This has enabled the CEM team to spend little time developing and managing the group – no more than 30-60 minutes per week.
To date, discussions and replies are very low. But a more focused effort to market the group and build discussion could bring the group to life.
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TOP PLATFORM FOR GOVERNMENT OUTREACHOur e-newsletter is our best platform for outreach to CEM governments. A large share of the newsletter’s 2,817 subscribers are members of government delegations. The list includes a smaller percentage of industry members, NGOs, and the public.
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STRONG USER RESPONSE
The e-newsletter audience
is showing strong interest in and response to our newsletter content.
Percentage who open the email:
• 20%-25%, which is in line with industry averages
Percentage who click:• 5%-8%, which is above
industry averages Spring 2013
Summer 2013 (Post
CEM4)
Fall 2013 Winter 2014
Spring 2014
0%
5%
10%
15%
20%
25%
30%
Open and Click Rates for E-Newsletter
% who opened % who clicked
Industry avg. (government) Industry avg. (government)
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A STRONG SOURCE OF CLICKS TO WEBSITEThe newsletter has earned 1,623 total clicks across 5 issues. The clicks are broad-based; every article and link receives at least a few clicks.
Because the newsletter features CEM content almost exclusively, 99% of these clicks took users to the CEM website.
Our most-clicked story:
• CEM4 Outcomes: 71 clicks
A solid source of website referrals: Referred 1,702 visits to the CEM website, representing 2.1% of site traffic.
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TOP PLATFORM FOR VIEWSThe CEM website is the permanent online homeof CEM news, tools, and othercontent. It is our top source of exposure (views), receiving 262,907 page views in this period.
Most-viewed pages: • Home page: 37,669 views; 14.3% of
total site page views
• CEM4 page: 10,339 views; 3.9% of total
• About: 9,694 views; 3.7% of total
• CEM5 page: 6,113 views; 2.3% of total
The number of page views is holding fairly steady in 2014, with a modest rise in May and June 2014.
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TOP PLATFORM FOR CLICKSOur website is also our top platform for clicks on CEM PDF documents and links to CEM-related websites.
Clicks per month are rising, as more users access sitetools and resources.
Clicks on PDFs:• 16,467 total for the period
Most-clicked PDFs: • CEM5 Key Results (80)
• CEM5 Briefing Paper (46)
• CEM5 Agenda (41)
2013 Jan - Apr 2014 May-140
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Average Clicks per Month
Link ClicksPDF clicks
Clicks on (non-PDF) links:• 11,828 total for the period
Most-clicked links: • CEM participants’ portal (1,222)
• World EV Cities Portal (387)
• IREED.org (238)
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KEY CHALLENGES AND RECOMMENDATIONSTwitter:
• Challenge: Growing discussion means there is a growing need to respond to comments and replies.
• Recommendation: Develop a process for addressing and responding to replies and comments.
Facebook:
• Challenge. Limited exposure. Facebook’s page algorithm controls how many/few users see your content.
• Recommendation: Focus on developing shareable content – which is actionable, positive, timely, and includes an image. Shares drive greater exposure. Share key content during the work week.
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KEY CHALLENGES AND RECOMMENDATIONSYouTube:
• Challenge: Limited use. Views are declining, and users watch only about one-third (1.6 minutes) of a given video.
• Recommendation: To encourage more views, give YouTube better visibility – promote it on our website, in our newsletter, and on our social media platforms. Also, ensure that future videos we add to the channel are short if possible – 2 minutes or less in length.
LinkedIn:
• Challenge: This self-directed group has little activity.
• Recommendation: Develop a focused strategy for marketing the group (to add new members) and for stimulating & sustaining discussion.
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KEY CHALLENGES AND RECOMMENDATIONSE-newsletter:
• Challenge: Clicks and opens have declined slightly, and our newsletter format has not been refreshed in over a year.
• Recommendation: Assess the potential for a more-frequent publishing schedule and revamped newsletter format to drive more opens and clicks (by offering more timely content, more links to click, etc.).
Website:
• Challenge: Page views and site visits peaked in April 2013 (around CEM4) and then declined in May 2013. Visits and page views have held steady since that time.
• Recommendation: Assess specific objectives for website efforts to grow site traffic and develop a focused strategy to market the website to meet those goals.
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FOR MORE INFORMATIONMore detailed performance analysis for each platform, including a detailed discussion of strengths, challenges, opportunities, and recommendations is included in the longer version of this presentation.
