Can Facebook Drive Conversions in the Utilities Industry?
Green Mountain Energy Company was founded in 1997 with the mission to change the way power is made. The company offers consumers and businesses the choice of cleaner electricity products made from renewable sources in the deregulated markets of Texas and New York City. With so much buzz about social media, many utilities are wondering if they can move beyond using social media as only a crisis communication tool (Duke Energy does a great job @DukeEnergyStorm). That’s why Green Mountain Energy and Priority Integrated Marketing have teamed up to answer the question: can Facebook drive conversions in the utilities industry?
More than 1,600 people on Facebook already “like” Green Mountain Energy, and many utilities marketers would say they’ve already hit the Facebook jackpot. However, in a deregulated market, Green Mountain Energy’s marketing team is compelled to start showing additional results that meet business objectives. Together with Priority Integrated Marketing, over six weeks, Green Mountain will set out to test, gather data and provide learnings to themselves, and other utilities marketers trying to answer this very same question.
At the 3rd Annual Conferences Connect “Social Media for Utilities Conference,” Green Mountain and Priority will present their case study. Priority will be providing compelling content and tab-app functions (thanks to @NorthSocial for the tab-apps) for Facebook in an effort to help Green Mountain drive conversions.
I’ll be presenting with Green Mountain. I’d love to hear some things you’d like us to report on at the conference. We’ll be posting updates on the results until the conference on August 18-19 – check back!
UPDATE August 24, 2010: Results and slides from the conference are now available.
