Every now and again I scroll through Twitter or take a gander on Facebook. Startling news I know but sometimes I look a little deeper into a company’s social media and content trying to get a glimpse into what they’re up to and their overall strategy. Call it market research if you will.
This time it’s a cool little (well not so little anymore) company called Powershop.
And I’m not going to go over their social media efforts, because Social Media NZ did a great job at that. Essentially they’re doing well though, so bravo!
But for me (and of course it’s just my opinion) there were a few things that could be tinkered with. So here is my top four (random number I know but I couldn’t stop at three).
1. The Powershop Blog
You’ll find the link to the Powershop blog hidden down the bottom of their website in the footer. It’s a scattering of company news, fun bits, media placements and promotions delivered around every two weeks by the looks.
But if you go back to the Social Media NZ interview they say that Powershop was looking to focus their “content on power consumption, power deals, service updates and energy advice.” It’s the latter for me that they are failing to deliver on, and where I think the blog could step up its game.
Powershop need to be the first thing on everyone’s lips when they think power. They need to be the go-to source for any information surrounding it, in the process trouncing less appealing sites like Energywise.
Energy isn’t necessarily the sexiest of topics, but it’s a necessity for all homeowners. Yet when you go to their blog there is little if not zero content on energy advice, things like how to save power and money in the winter, tips on the best heating methods for your home etc. Simple stuff that their customers need to know and will want to know.
2. Wider content rollout
Whilst this point links back to the blog, for me it’s important. Powershop don’t seem to be utilising the power of their social media channels to generate visits back to their blog. In fact, on their social sites I couldn’t find any link back to posts they had written. It certainly wouldn’t be hard to use the content in the blog posts, such as your hints and tips, turn them into social content and effectively link back to the website and blog.
3. Power alerts
Powershop have done a great job in setting up alerts on power outages and being the place a lot of customers, and potential customers, go to on social media.
However, the posts are always what you would call “local” content – content that is highly relevant to some but extremely irrelevant to anyone it doesn’t affect. And this type of content is hard to manage as it can be a fine line for users feeling engaged with it or not.
So, my recommendation is this: set up separate handles or pages for the alerts @PowershopAlerts or something similar. That way the people that subscribe are actively engaged (because they’re following for a reason) and you leave for other pages open for more generic but relevant “across the board” content like blogs, competitions etc.
4. Video
Video is the new content king. And it can do a lot to tell stories, which is where I think Powershop need it the most.
The nature of the service provided by Powershop is something a bit different to what every other power company is doing, so it needs a little more explanation (especially judging by the amount of FAQs on their site) to get customers over the line.
Video can play a key role I think in two ways:
1 – Telling the product story. They should be showing people the product, taking them through how it works, the different packs involved and generally letting people try before they buy.
2 – Telling the customer story. Powershop already have little customer excerpts about how amazing it is, but the power of video here I think will let potential customers see a greater, more in depth story. It will let them see comparable, relatable Kiwis explaining their reason for transferring to Powershop, which will make it a lot more personable and believable.
So there you have it. Take it or leave it Powershop – and as always feel free to contact me if you need a hand (shameless plug).
Thanks Amy. Definitely some food for thought in here. We completely agree with your comments about video, and this is an area we plan to address over coming months.
Hey Ari, thanks having a read and getting in touch.
Really think what you guys are doing is awesome and you’re truly building a great following. You really seem to be cutting through the normal, stale energy market with great design, and a friendly, everyday tone that of course is backed up by your product. Hence why I chose Powershop to do the blog on – because I really appreciate what you are doing.
Your blog is a great chance to increase your following and build trust and credibility with your customers (and potential customers). And whilst I said you need to build thought leadership in your market, of course I didn’t mean just to follow the likes of Energywise with the same stuff, but instead put a Powershop spin on it, take it up a notch and deliver to the younger generation especially that are going into their first homes.
I think that looking at your share button numbers on some of the blogs and your LinkedIn likes (as this seems to be where you promote your blog content) you could really amplify your blog to your audience more and get it to deliver like your other social platforms – essentially continuing to build a strong Powershop community.
Obviously you have marketing guys and a community manager, but I think that I could really help you develop your content, namely your blog. I’d be more than happy to have a chat with you or your marketing head Hamish about it, or perhaps even send you a sample blog.
Again, love your work.
Cheers
AT
Enjoyed reading your ideas Amy, some interesting thoughts! Glad to see to enjoyed the Social Media NZ article on Powershop 🙂
[…] kicked off the Food for Content Thought section with a focus on Powershop. This week I’ve decided to mix it up a little and am going to do a head to head battle – […]