Social Media & Hurricane Sandy: Crisis Case Studies February 20, 2013

#SMWsandy

Slides available at slideshare.net/sfathi

February 20, 2013 Social Media Week: Social Media: and Hurricane Sandy Crisis Case Studies

Panelists

•  Moderator: Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi)

•  Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison) •  Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider) •  Eugene Ribeiro, Director, Promotions and Business Development, MTA New York

City Transit ( @MTAInsider) •  Morgan Johnston, Manager of Corporate Communications, Social Media

Strategist, JetBlue (@MHJohnston, @JetBlue)

Michael Clendenin

Director of Media Relations

Con Edison

@Con Edison

Connec&ng  with  Customers  During  Hurricane  Sandy  

 • Communica&on  • Collabora&on  • Engagement  • Trends  

 

@ConEdison  handle  

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Sandy  Social  Media  Facts  •  Pre-­‐Sandy:  6,500  TwiEer  followers    •  AHer  Sandy:  More  than  23,000  TwiEer  followers  

•  Press  releases  retweeted  more  than  2,500  &mes  

•  25  videos  about  prepara&on  and  response  that  were  viewed  more  than  100,000  &mes  

•  About  140,000  views  on  Flickr  of  restora&on  efforts  

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Web  hits  

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Customer  Engagement  

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Con  Edison  -­‐  Powering  Effec&ve  Social  Media  Engagement    

Top  Ac'vity    Dates  

Various  Ac'vity  Snapshot  (e.g.  Top  Handles)      

Approximate    Men'ons  

29-Oct Highest hour ever, 10 p.m.: Substation “explosion” 40,247

2-Nov Various topic mentions & Con Edison expects Manhattan restoration by Sat. 28,356

30-Oct Various mentions re: outages in NYC 23,523

161,000+  Total  men&ons  

Con  Edison  Trends:  Oct.  26  –  Nov.  12  

@ConEdison  Tweet  History  -­‐  Between  10/26  –  11/12  

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Con  Edison  -­‐  Powering  Effec&ve  Social  Media  Engagement    

Aaron Donovan

Media Liaison

Metropolitan Transportation Authority

@Aaron_Donovan, @MTAInsider

Eugene Ribeiro

Director, Promotions and Business Development

MTA New York City Transit

@MTAInsider

MTA & Social Media Response to Superstorm Sandy

MTA & Social Media •  Primary communication channels

about MTA service, facilities and plans.

–  mta.info (Emergency Homepage) –  Press/Media –  Various MTA agency social media

handles and YouTube account –  Digital Urban Panels –  On the Go Station Kiosks –  E-mail/Text Alerts

Continuous communication facilitated before, during and after Sandy’s arrival.

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MTA & Social Media

•  Regularly updated information via Twitter & Facebook

•  Video via YouTube •  Still Photos via Flickr, Twitter & Facebook •  Four Basic Categories of Media shared

– Before: Preparation – During: Storm Hits – Aftermath, Part 1: Damage – Aftermath, Part 2: Restoration

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Updates via Twitter and Facebook

•  Posts  and  RTs  of  Major  Announcements  by  Governor  

•  Status  of  our  Infrastructure  •  Service  Updates  

–  Subway,  Buses,  LIRR,  MNR,  B&T  have  separate  accounts  

•  Photos  shared  to  tell  the  story  •  Links  to  Updated  Maps  and  

Service  No&ces  –  Real  &me  posts  –  RT’ing  self  every  hour  

•  Responses  to  Ques&ons  –  “For  everyone  asking  about  …”    

Hurricane Sandy Recovery Map

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•  Constantly  updated  the  map  as  service  was  restored    

•  Each  &me  the  map  was  updated,  we  immediately  posted  it    to  TwiEer  &  Facebook    

•  Feedback  from  customers  was  overwhelmingly  posi&ve  each  &me  updated  service  restora&ons  became  visible  on  the  map  

Photos & Video

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•  Uploaded  to  Flickr  &  Facebook  •  Tweeted  Links  to  Flickr  and  YouTube  footage  

– Whole  galleries,  individual  s&lls  &  behind  the  scenes  video  

Continued Communication – Rebuilding Efforts

•  We’re continuing to inform customers of our rehab progress via our website

–  Rebuilding the Rockaways –  South Ferry Station –  Montague Tube

Links to these pages are also regularly included in related social media posts

•  Public Response

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Public Response

Metropolitan  Transporta&on  Authority   20

Morgan Johnston

Manager of Corporate Communications, Social Media Strategist

JetBlue

@MHJohnston, @JetBlue

Hurricane Sandy

Phase  I:  Secure  Crewmembers  &  assets  

Phase  II:  Confirm  loca&on  &  status    

Phase  III:    Paced  resump&on  of  service    

RECOVERING FROM HURRICANE SANDY

RECOVERY  

HURRICANE SANDY BY THE NUMBERS

→   30,000+  residents  served  meals  

→   19,200  boEles  of  water  

→   1,600+  flight  cancella&ons  

→   150,000  Customers  with  canceled  flights  

→   70  LSC  volunteers   →   1,200  sodas   →   $8,000,000  in  addi&onal  OFP  refunds  

→ $4,800,000  in  addi&onal  Travelbank  credits  

→   5,200  eat  up  boxes  

→   1,200  blankets   → 80,000  addi&onal  calls  handled  

→     8,000  incremental  IROP  tweets  

→   16,000+  onboard  snacks  

→   31  food  trucks  sent  to  lower  ManhaEan,  Rockaway,  NJ,  SI  

→   30,500,000  emails  sent  

→   2,500  addi&onal  Speak  Up  emails  

→     4,000  each  of  free  coffee  and  donuts  in  JFK  T5  

→ $700,000+  site  dona&ons  to  the  Red  Cross  

→   $100,000  dona&on  dollars  matched  

→   1,920,000  TrueBlue  points  awarded  to  donators  

Questions? @MHJohnston

Q&A

Social Media & Hurricane Sandy: Crisis Case Studies February 20, 2013

#SMWsandy

Slides available at slideshare.net/sfathi