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Age of Social Convergence:Age of Social Convergence:What it means for you!What it means for you!
PIER Strategy Forum Webinar
June 2011
Patrice Cloutier
Remember … Remember …
It’s not just about social media (Twitter or Facebook) … tools not a strategy … Focus instead on what they allow: instantaneous sharing of info, perceptions, opinions … about the incident … about your response.
Remember MySpace ???
Remember … Remember …
It’s not your emergency! … it’s the public’s …People no longer just want to be victims or witnesses … they participate … are you ready?
Remember … Remember …
The era of official agencies simply “pushing” out info is over! To be relevant, organizations also need to “pull” data in.
The age of social convergence The age of social convergence
What's driving this change?1. Mobile devices and technologies2. Social media platforms and sharing3. Empowered citizens and volunteers4. Volunteer and data mobilization
The age of social convergence The age of social convergence
First vector of change: mobile technology
1. Mobile devices: phones,PDAs, tablets2. GIS/GPS-enabled tech + sharing functions3. Cameras, vidcams, chat
The age of social convergence The age of social convergence
First vector of change: mobile technology1. Mobile devices: phones,PDAs, tablets
2. GIS/GPS-enabled tech + sharing functions
3. Cameras, vidcams, chat
The age of social convergence The age of social convergence
First vector of change: mobile technology1. Mobile devices: phones,PDAs, tablets2. GIS/GPS-enabled tech + sharing functions
3. Cameras, vidcams, chat
The age of social convergence The age of social convergence
Second vector of change: social media
1. Social media in emergencies2. People sharing what they see and feel
The age of social convergence The age of social convergence
Second vector of change: social media1. Social media in emergencies
2. People sharing what they see and feel
Craig Fugate, FEMA Administrator
Monitoring SM to adjust your response to better
meet local needs
The age of social convergence The age of social convergence
First result: empowered citizenry/volunteers
Using technology to participate• Crisis mapping, crowdsourcing,
Next Debate: how do you integrate this in your EOC and
plans?
The age of social convergence The age of social convergence
Second result: Tech and social media as mobilization/coordination tools• mobilizing people and data,
coordinating donations and recovery
The social convergence equationThe social convergence equation
MOBILE TECH AND DEVICES
SOCIAL NETWORKS
CITIZEN PARTICIPATION
DATA/PEOPLE MOBILIZATION
=
Impact on crisis comms and management Impact on crisis comms and management
Challenges for emergency managers:• Crisis communications/emergency info• Data integration• Validation and control
Impact on crisis comms and management Impact on crisis comms and management
Meeting increased expectations ...reacting within minutes … not hours.
Impact on crisis comms and management Impact on crisis comms and management
Data integration: crowdsourcing, training and coordination issues
Key issue: are citizens/volunteers trusted
agents?
http://irevolution.net/2011/06/21/information-forensics/ LINK:
Impact on crisis comms and management Impact on crisis comms and management
Validation and control: is the info on SM reliable?
Key issue: how do you deal with malicious intent?
• Info control being replaced by transparency and openness
• self-correcting aspect of SM (to an extent…)
Impact on crisis comms and management Impact on crisis comms and management
Social convergence also brings opportunities …
Integrating social networks in EMIntegrating social networks in EM
A six-step approach
Baseline: no use of SMBaseline: no use of SM
Issues:
• no $$$, no time, no resources
• no policy
Solutions:
• Convince, lead by example
• provide case studies
• Show ROI
http://socialmediagovernance.com/policies.php?f=5 LINK:
Limited Use of SMLimited Use of SM
• Some acceptance of SM by execs
• Use as emergency info tool to “push”
• Twitter as alerting/notification tool
Arguments:
• Twitter monitored for breaking news
• 50% of audience want SM and web as main channel for emergency info
http://www.wctv.tv/news/headlines/People_Turn_To_Social_Media_In_Disasters_124340544.html?ref=544
LINK:
Interactive Use of SMInteractive Use of SM
• More than one SM platform + website
• Used mostly to “push” info out
• Basic SM monitoring as “reputation” management tool
Arguments:
• Learning who you should engage with
• Increasing your “reach” with web and key SM platforms
http://www.emergencymgmt.com/emergency-blogs/alerts/City-Survey-Asks-the-040411.html
LINK:
Conversational Use of SMConversational Use of SM
• Listen + Learn + Engage
• Identify and engage with key “influencers”
• SM monitoring as key EOC function
Arguments:
• First level of “real” SM engagement
• Key factor to help shape public perception of your response
http://www.ptsc-online.ca/blogs/crisisemergencycommunications/buildingasocialmediaandwebmonitoringprogram
LINK:
Operational Use of SMOperational Use of SM
• SM monitoring not just a PIO function
• Awareness and some use of data/info provided by citizens/volunteers
• Moving into ops/plans/intel functions
Arguments:
• Broadening your operational picture
• Maximizing your relevance/effectiveness through the use of volunteers in tough fiscal environment
http://idisaster.wordpress.com/2011/06/18/processing-and-analyzing-social-media-in-a-crisis/ LINK:
Integrated Use of SMIntegrated Use of SM
• SM in all pillars of EM and all functions of EOC
• Full mobilization and use of citizens/volunteers data and info … the power of the crowd/cloud
Arguments:
• Continuous engagement with communities and audiences, from preparedness to recovery
• Full community-based Situational Awareness
http://blog.ushahidi.com/index.php/2011/05/11/join-the-cult-of-the-crowd/ LINK:
Current trends in the use of SM in EMCurrent trends in the use of SM in EM
Case studies
A look at six very different disasters
Haiti: tech volunteers to the fore!Haiti: tech volunteers to the fore!
“The global response to the January 2010 7.0 magnitude earthquake in Haiti showed how connected individuals are becoming increasingly central to humanitarian emergency response and recovery,” said Turner in the foreword of the study.
“Haitians trapped under rubble used text messaging to send pleas for help. Concerned citizens worldwide engaged in a variety of ways, from sending in donations via SMS, to using shared networks to translate and map requests for assistance,” he added.
Ted Turner, Chair, UN Foundation, Report on Haiti for the OCHA
Boulder/Fourmile Canyon Fire: tactical Boulder/Fourmile Canyon Fire: tactical applications of SM and crisis mappingapplications of SM and crisis mapping
SM as key EI tool + Twitter and pics combined on maps
First responders dispatched based on that data
The Aussie Experience: floods and a cycloneThe Aussie Experience: floods and a cyclone
•Crisis mapping and data integration•35 maps created by volunteers, media and agencies.•info and maps linked from official agencies• SM/volunteer-created sites often the only available info
“ … Queensland’s emergency services and the population at large took full advantage of the versatility and robustness of social media to prepare for and combat disaster …”
http://www.cci.edu.au/about/media/social-media-vs-the-floods LINK:
The Christchurch earthquake, Feb. 2011The Christchurch earthquake, Feb. 2011
Lessons learned from the September 2010 earthquake
•integrated platforms: blog, twitter feeds, local news, maps, Facebook page. •outgoing and incoming communication, facilitating a dialogue rather than just unidirectional information flow
SM as COOP/BCP tools
Japan: the triple disasterJapan: the triple disaster
Twitter = only communication tool immediately after the earthquake; however, Twitter helped spread rumors and misinformation, causing people to panic in areas where there was no reason to panic, one solution: have the government itself use Twitter to offer reliable information.
Kobe City University Study
Tornadoes in the US: the SM storyTornadoes in the US: the SM story
Legacy media realize the impact of SM
http://idisaster.wordpress.com/2011/05/23/joplin-tornado-demonstrates-social-medias-5-key-roles-in-disaster-response-and-recovery/ LINK:
Donations coordination
through SM
Remember … Remember …
It’s not just about social mediaPeople want to participate, not just be victimsYou need to integrate the crowd/cloud data and info into your response
Patrice's blog:Patrice's blog:http://crisiscommscp.blogspot.com/http://crisiscommscp.blogspot.com/
PTSC-Online.caPTSC-Online.ca