Emergency Management & Safety SolutionsOut ofDangerComesOpportunity
Making Friends with Social Media
Emergency Management & Safety SolutionsOut ofDangerComesOpportunity
Agenda• Definitions
• Historical perspective
• Case Study
• Demographics
• The Steps of Engagement
• Where to go from here?
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Emergency Management & Safety SolutionsOut ofDangerComesOpportunity
Definitions
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Emergency Management & Safety SolutionsOut ofDangerComesOpportunity
Social Media
• Social Media: Web-based
and mobile technologies able to turn communication into an interactive dialogue, allowing the creation and exchange of user-generated content.
– Mobile.
– Interactive
– User generated.
• “By the people, for the people.”
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Historical Perspective
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A More Primitive Time…
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In The Old Days…
Disaster Occurred…Loma Prieta Earthquake (1989)
Responders responded…PIO collected information…Prepared a press release…
PIO informs the anxious, waiting public at a formal press conference
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Our More Contemporary Time…
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Brave New Word…
An F5 Tornado approaching Joplin –Broadcast on YouTube – with over 4,271,000 views (http://tinyurl.com/43b5n35)
Within moments, people are
informing people… Tweeting, FBing, posting images and video all in real time
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And oh, yes…the contemporary media did play a role too!
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Case Study
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Emergency Management & Safety SolutionsOut ofDangerComesOpportunity
August 23, 2011
• The 5.8 Virginia earthquake that hit last August resulted in almost instantaneous tweets – quake was at 1:51pm.
– First tweets noted at 1:51pm
• First tweet reached NYC 40 seconds ahead of the quakes first shock waves.*
• Tweets peaked at 5,500 per second.
* SocialFlow
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One of the First Tweets
• One of the first people to Tweet about the quake was @b_mc817, posted a mere 30 seconds after the earthquake began, it is most likely that this user was typing as the tremor was taking place
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30
seco
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It spreads to Boston, across Maine and Florida, reaching Toronto at 1:52:35.
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Totally overwhelming the networks, within a minute there were
more than 40,000 earthquake related Tweets, with a record-
breaking velocity of 5,500 Tweets per second.
http://173.254.16.66/rnd/quake-map/?size=large
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Humans as EQ Sensors: There was a clear 40-50 second warning signal between the very start and the New York City region. This signal manages to reach tens of thousands of people before a minute is over, in effect, a network of human sensors that not only identifies a substantial event, but also passes on information in remarkable ways.
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Widespread Shaking…Lots to Tweet
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Soon We Will Expect To See…
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In All Building Stairwells
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Demographics
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• Facebook is the only social networks that knows no generational limits.
• From grandparents to teenagers, it is the largest of the social networks —attracting users of all ages.
• A recent study by Forrester found that of U.S. adults who use social networking sites, 96% of them are on FB.
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Which social media sites do you have an account ?
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Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/
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How frequently do you participate in social media?
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Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/
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The Steps of Engagement
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Social Media Engagement
• Social media engagement is comprised of four steps:
1. Listen.
2. Engage.
3. Respond.
4. Measure.
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Listen
Engage
Respond
Measure
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Ways to Interact
• There are many tools to listen, respond and engage – in other words interact
with the public and your target audience.
• The key thing to keep in mind:
– Be a participant, that means be an active
participant in the SM tools you follow.
– Don’t be a voyeur.
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Listen Using SM
• One way to listen is to find SM platforms that echo your business, product, or interest.
• Your first actions are to monitor and listen.
– Monitor: Decide which platforms to watch.
– Listen: Pay attention to comments and activities on those platforms.
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Listen
• Listening (real listening) is a learned skill, and usually requires a mind shift for most people (and companies):
– Listening to actual customers can be done:
• One-to-one.
• One-to-many.
• Requires being an active participant in the SM tools the company uses and/or follows.
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Engage
• Engagement is not talking at your target market, but speaking with them.
– This is called a “conversation.”
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Engage
• Engagement is:
– A two-way street – talking and listening.
• Engagement is NOT:
– A sales pitch.
• Concentrate on listening to the people who are investing in your writing and social media presence.
– A numbers game.
• Quality is always better than quantity.
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Common Ways to Engage
• The big social media sites:
– Facebook.
– Twitter.
– LinkedIn.
– YouTube.
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Leverage LinkedIn
• Business-related social networking site.
• Actively participate.
– Post unique comments, insights, perspectives.
– Engage the group with interesting, timely questions and/or observations
• Join relevant groups.
• The goal: to become a thought leader.
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• Do:
– Create page that promotes your brand.
– Create traffic to your website.
– Invite discussions.
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• Don’t:
– Create a page and not keep it up or update often.
– Try a hard sell approach.
– Censor comments.
– Spam your friends.
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Emergency Management & Safety SolutionsOut ofDangerComesOpportunity
You Tube
• Must have purposeful video with strong content that resonates with your audience.
• Use key words in the title.
• Should have a strong call to action to get them to do….???
• Integrate your videos into other social media.
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• Share timely information.
• Spread useable links.
• Personify your image/brand.
• Build credibility and spread influence.
• Follow competitors.
• Tweets are now part of Google search so think –key words.
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Blogs
• A blog features diary-type commentary and links to articles on other Web sites, usually presented as a list of entries in reverse chronological order.
• Write your own blog.
– Link to other blogs and association groups. Add to your Linkedin.
• Read other blogs
– Link them to yours via pingbacks.
– Comment.
– Ask and/or answer questions.
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Respond
• The conversation begins...
– What if you don’t like what they say, especially on your SM site?
• For example, a customer slams you in a comment section on your Facebook page.
– Repeat after me: Not all negativity is bad.
• I generally do not advocate removing negative comments.
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Don’t Remove Negative Comments?
• Poor experiences, negative reviews, and consumer complaints in general are not the worst thing to have on your FB wall.
– They bring the issue to your attention. Now you can fix it!
– They make your brand seem “human.” Negative reviews can emphasize the legitimacy of positive ones.
– They tell you something. The customer wants resolution – after all, he/she took the time to complain.
– They represent an opportunity. Turn a complainer into an evangelist.
– They are honest feedback to existing and potential customers.
– They can encourage satisfied customers to come to your aid, defending your brand with positive experiences of their own.
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But Sometimes, You Should Remove Them
• Unfounded accusations: “You lied to me!” “You rigged that contest!”“You’re conspiring against me!” “Your company is corrupt!”• Libelous content: “Your product killed my father!” (despite the fact that
the father lives).
• Profanity: “You motherf@#$%^&” “You’re fu@&$#@ little a$*&#!”• Hate speech: “You’re all a bunch of [insulting term relating to race, creed,
orientation, etc.].”• Reverse hate speech: “You fouled up my order because I’m [sexual
orientation/race/creed], didn’t you?” “I didn’t win because I’m [sexual orientation/race/creed], right?”
• Harassment: Any of the above that appears on a recurring basis. This goes for harassment against the community manager as well as fellow community members.
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Twitter Ranting
• Alec Baldwin’s Twits
• AA Facebook Response
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Forbes Article
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Alec Baldwin Goes to SNL
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Personal Score-Keeping:Measure Yourself
• Vizibility.com.
• Measures your online identity:
– Volume.
– Relevance.
– Purity.
– Diversity.
• http://www.onlineidcalculator.com/index.php
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What is Your Digital Presence?
• Vizibility.com identifies the distinctiveness of your digital presence.
• Being “digitally distinct” is often the ‘nirvana’ of an online identity.
– A search of your name can yield many results about you.
– Most, if not all, should reinforce your unique personal brand.
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Online Identity Calculator –My Results
Vizibility.com’s comments: “Keep up the good work,” and “…remember that your Google results can change as fast as the weather in New England.”
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Klout.com
• Klout provides social media analytics to measure a user's influence across their social network.
• Analysis is done on data taken from sites such as Twitter and Facebook.
• Measures the size of a person's network, the content created, and how other people interact with that content.
• It is a bit controversial which, of course, creates more interest.
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What Klout Measures
• Klout analyzes data from 13 different online networks and takes into account reactions to a person’s content.
– It creates a score from 1 to 100.
– It further scores by “True Reach,” “Amplification,”“Probability,” and “Network Score.”• The final Klout score is a representation of how
successful a person is at engaging their audience and how big an impact their messages have on people.
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Are You A VIP? What is your Klout Score?
• A New York Times article describes a high-society event with a separate velvet-rope VIP area.
• The entry cost was a Klout score of 40+.
– My score? 39Are You a V.I.P.?
Check Your Klout Score(November 18, 2011)
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What Does Your Boss Want to Know?Measure a Business
• “What is our ROI?”
• Seven steps to measuring activity, success, and your ROI.
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Seven Steps
1. Set a goal.
2. Count subscribers.
3. Gauge awareness.
4. Measure participation.
5. Count “forwarders.”
6. Listen to comments.
7. Revisit your goal.
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Measuring the Effectivenessof SM
1. Begin at the beginning. Set a goal, some kind of goal.
– Go back to our first webinar. What is your strategy? Answer the question, “Why are we doing this?”
2. Add up the numbers. Count up who has subscribed to your offerings:
– RSS feeds.
– Followers.
– “Likes.”
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3. Gauge awareness. What do they know about you?
– Create simple one- or two-question surveys.
– This establishes a baseline: What your followers are thinking about your company, an issue, a product.
4. Measure participation. Who is engaged and how are they engaged?
– How many are posting to your blog? Are they the same commenters over and over? Or new and varied commenters?
– How many are re-tweeting?
Measuring the Effectivenessof SM
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5. Count your forwarders. Who passes your word on?
– These are the folks between your passive users and your active users. They may never make comments, but they will take your message and pass it along.
• Blog post trackbacks.
• Inbound links.
• “Tell-a-friend” pass alongs.
• Digg (social news site, vote up or down).
• Delicious (a social bookmarking web service for storing, sharing, and discovering web bookmarks).
6. Listen to comments. What are people saying “in the street”?
– Listen. Be ready, willing, and able to respond openly, honestly, and speedily.
Measuring the Effectivenessof SM
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7. Revisit your goal. Modify and adjust it when appropriate.
– Repeat as needed.
Measuring the Effectivenessof SM
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Social Media Dashboards
• A platform to channel, organize, and maintain various online portals from one single window.
• Provides a summary view of measurable events, everything from the number of fans to the link clicks.
• Able to be viewed at one glance.
TweetDeck
Brizzly
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Where Do We Go from Here?
• While the ROI of social media may vary widely, one thing is certain: The value of building relationships is priceless.
• Get involved, stay involved.
– Participate!
Emergency Management & Safety SolutionsOut ofDangerComesOpportunity
Regina Phelps, CEM, RN, BSN, MPAEmergency Management & Safety SolutionsSan Francisco, California415-643-4300 www.ems-solutionsinc.com
Thank you
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