Spanish Abstract: Este articulo tiene como objetivo presentar la estructura y funcionamiento de un modelo de gestion energetica que promueve el uso eficiente de la energia en microempresas urbanas tradicionales de Medellin. La implementacion de programas de eficiencia energetica, en este tipo de empresas, no solo debe partir de consideraciones tecnoeconomicas sino como muestra la evidencia, exigen gestionarse teniendo en cuenta factores socioculturales que los hagan eficaces. La investigacion que da sustento al presente articulo partio de un doble diagnostico energetico y sociocultural que oriento el diseno y las pruebas de campo, tanto de soluciones tecnologicas como de un modelo de gestion socialmente innovador. Para que una solucion tecnologica sea una innovacion social, debe ofrecer una relacion costo-beneficio superior, ser sostenible financiera y politicamente, ser replicable en diferentes lugares, tener potencial de ampliacion de escala, y, finalmente, fortalecer la participacion ciudadana. English Abstract: This article aims at presenting the structure and operation of an energy management model that promotes the efficient use of energy in traditional urban microenterprises from Medellin. The implementation of energy efficiency programs in these companies should not derive only from techno-economic considerations, but, as the evidence shows, these programs should be managed taking into account socio-cultural factors that make them effective. The research that supports this article comes from a double diagnosis of energy use and cultural power that led the design and field testing of both technology solutions and socially innovative management model. For a technological solution to become a social innovation, this should offer a higher benefit-cost ratio, should be financially and politically sustainable, replicable in different places, have potential for scaling up, and ultimately strengthen citizen participation.