This three-part series will cover the components of our awareness campaign for Mass Save: the message, the medium, and the measurement.

When KSV partnered up with Mass Save, we were faced with one of the great, classic challenges of advertising: low awareness.

Social media is far from an exact science. There's no algorithm for drumming up Facebook "likes", no proven formula that equates to guaranteed re-tweets. As the name implies, social media is, well, social. It's something we can measure and research, but is not always something we can predict. This is due to the fact that at its core, social media is rooted in human behavior. 

Facebook ads in the news feed are not brand new, but until recently the only time we have encountered ads in the news feed has been when we are Facebooking on a mobile device. This was the solution Facebook came up with after having gone public and needing to monetize mobile. There is no right rail experience on mobile and thus into the newsfeed went the ads. Investors like revenue—makes sense. Well, here comes some more revenue as Facebook has announced...

Last August I blogged about the rapid rise of mobile financial transactions. I pointed to the purchase of Square (the mobile payments startup) by Starbucks, and the rise of mobile financial transactions as proof of large companies betting heavily on mobile for the near future. 

There are a lot of devices enabling online media consumption these days. Mobile phones, computers, tablets, smart TVs, Kindles, the list goes on and on. In large part, the online experience is now defined by the device we connect with. 

Coming off the heels of yet another storm in New England, our social media team is making the best of a bad situation to connect with our utility client's customers in a meaningful and valuable way.
As a partner to one of the largest utilities in the Northeast, we are the shepherds of their brand on social media. We're the keepers of the strategy, the day to day content managers, and when Mother Nature strikes, we're also the storm and crisis support team. 

There's no getting around the fact that for most people, the most compelling reason for being efficient is that they'll save money. They don't want to know why they need a programmable thermostat or low-flow shower head. They just want to know that using those things will lead to more money in their pockets.
That's why our new efficiency campaign for National Grid is less about all the specific things people need to do, and more about how easy it is to save money. Rather than plug rebates or programs, we focused on how simple it is to make efficiency an everyday part of your life.

These days, according to the Hartman Group, 89% of consumers report “engaging in sustainability.” It’s an impressive statistic, but consumer actions, commitment, and motivations vary widely, making business communication about energy and sustainability tricky. Effective outreach requires great nuance and deep knowledge of the category, behavior change, purchasing barriers, demographic differences among consumers, and more.
There is no one-size-fits-all solution.

If you are like most organizations, you have a website that you know could and should be doing more. Like generating more visits and more transactions. And the way to begin making it happen? With your content.
When it comes to a better site experience, content is king.

Guest Blog Series: Jeffrey Hollender, Co-Founder, Seventh Generation
Editor’s Note: Over the next few months, longtime KSV friend and collaborator Jeffrey Hollender will be lending his voice and perspective to our blog. He’ll share his positions and musings on corporate responsibility, sustainability and social equity.