1. Can Facebook drive conversions in Less than 6 Weeks? Measuring results for A Retail Electricity provider Brian Bierbaum, Priority Integrated Marketing Tony Napolillo, Green Mountain Energy Company Lauren Albright, Green Mountain Energy Company

2. The Goal Answer the question: What conversions can Facebook drive for a Retail Electricity Provider in less than 6 weeks? 2

4. Staff of 40+

5. Work nationwide with more than 300 clients

6. Integrating traditional and online marketing is our specialty

7. Multi-channel content experts

8. 60 awards in last two years

9. Print, email, SEO and content marketing leaders98% customer service approval rating in recent client survey 97% of clients would recommend us to a colleague 3

11. Nation’s leading competitive retail provider of cleaner energy and carbon offset solutions

12. Founded in 1997 in Vermont

13. Provides cleaner energy to residential and commercial customers in regulated and deregulated territories such as Texas, New York, New Jersey, and Oregon

14. Largest market is Texas (deregulated)First in Texas to sell 100% pollution-free electricity 4

15. Facebook Presence 5

17. Eco-tips

18. Energy-efficiency tips

19. Customer benefits

20. Industry news

21. Event photos

22. Limited company-focused stories

23. Limit postings to 2-3 times per week to prevent oversaturation

24. Transparency is key

25. Publicly address any negative sentiments and treat Facebook as open forum for discussion

26. Never delete content unless offensive or spam6

27. Social Media Strategy Overview of what GM has done to date to give some background on where we started with the test. 7

29. Started with employee fans

30. After 6 months of testing, promoted to customers via:

31. Welcome kits

32. Customer newsletters

33. Links on corporate website

34. Tree planting promotion for Earth Month (April ‘10)8

35. THE EXPERIMENT Increase the Fan/Like base of the Green Mountain Energy Company Page Drive prospective new customers to greenmountain.com to learn more and sign up 9

36. THE EXPERIMENT Facebook Ad Fans and prospects see offer and viral messaging Ad drives to Facebook page Conversion 10

37. INCREASE COMMUNITY SIZE : AD 11

38. Screenshot with tab highlighted 12

39. Increase Community Size : Offer Not a Fan Fan 13

40. INCREASE COMMUNITY SIZE : VIRAL APP At various points of the campaign the viral app was receiving upwards of 44% of the page’s visitors. 14

41. RESULTS: INCREASE COMMUNITY SIZE 22% increase resulting in 376 new fans/likes 15

43. Ages 25+ to reach home owners and apartment dwellers

44. Left “interests” targeting open16

45. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM 17

46. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM 18

47. Results: Drive New Customer Prospects to GreenMountain.com 693 targeted visitors driven to GreenMountain.com No known sales were directly attributed to the advertisements based on tracking codes. However, it is possible that individuals who viewed the advertisements may have revisited the Green Mountain site later to sign up, without the direct click-through from Facebook. 19

48. Resources 20

50. Keep the call to action simple and easily understood

51. Test different offers/incentives for taking action21

53. Keep the ads fresh

54. Rotate your tab landing page

55. Avoid using your logo

56. Try Facebook Ads for Pages

57. Test different bid amounts

58. Be true to your brand22

59. Lesson Learned – Smaller Commitments 23

61. Follow The Results The presentation and highlights of the experiment are available for download on Priority Integrated Marketing’s blog. priorityresults.com/blog Brian Bierbaum www.linkedin.com/in/brianbierbaum Twitter: @BrianBierbaum bbierbaum@priorityresults.com 952.920.9909 Tony Napolillo tonyn@GreenMountain.com 512.691.6383 Lauren Albright lauren.albright@GreenMountain.com 512.691.6126 25