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Page 1: Social Hope: Social Media in Disasters

Social Hope:Social Media in timesof Disaster Relief#12NTCdisaster

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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!

or Online using #12NTCdisasterat www.nten.org/ntc/eval

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The Panel

Wendy Harman, American Red Cross@wharman

Carie Lewis, Humane Society of the United States

@cariegrls

Dan Michel, Feeding America

@dpmichel

Slide 2Social Hope

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Agenda

• Case Studies from 2011 Disaster Season

• Examples

• Learnings

• Future of providing service in times of disaster

• How does social play into that?

Slide 3Social Hope: #12NTCDisaster

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2011 Disaster Season by the Numbers

99major declared disasters by FEMA

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73billion dollars worth of damages

>500deaths from just the Alabama &

Joplin tornadoes

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Slide 5Social Hope: #12NTCDisaster

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Feeding America

• Provide 3 billion pounds of food annually

• Serve 37 million people in U.S. each year

• Disaster is a part of what we do – not primary mission

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Disaster Services provides our memberswith updates on disaster activity, resourcesfor preparedness, response and recoveryplanning, and guidance for best practices.

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Where We Are

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Volunteers on the Ground

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FA 2011 Disaster Efforts

Deployed national teams (including social media) to:

• Alabama, May

• Joplin, June

Slide 9Social Hope: #12NTCDisaster

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What we did well

Communicated the story of hope

Communicated how people (outside the area) could do to help

Became a participant into existing conversations

Slide 10Social Hope: #12NTCDisaster

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What we did well

Recognize and mobilize corporate support

Slide 11Social Hope: #12NTCDisaster

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What we could do better

Used Social Media to help guide people to services

Connecting people to local food bank/agencies

Get more pictures/facts up faster

Continued the story/check back

Slide 12Social Hope: #12NTCDisaster

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Local Efforts

Ozarks Food Harvest

Slide 13Social Hope: #12NTCDisaster

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Slide 14Social Hope: #12NTCDisaster

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Slide 15Social Hope: #12NTCDisaster

Connecting Victims/Providing Hope

http://youtu.be/ERMQgqEF0yk

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The Situation:

• There’s a hurricane coming.

• It’s big. And strong.

• It’s going to affect multiple states.

• We need to warn people.

• We need to save animals.

• There’s no central place for pet owners to get information aboutevacuation, resources, and shelters.

• Our disaster approach: Prepare > Respond > Recover

@cariegrls // #12NTCDisaster

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What do we do? And how do we do it?1 – Get the preparation and evacuation messages out

• identify the audience it affects

• Coordinate messaging with PR

2 – Tell our story and disseminate important information

• Put an internal comm infrastructure in place for info gathering

• Coordinate content with web, email, PR, program

3 – Tell people how they can help

• Develop a fundraising campaign

• Coordinate needs on a local level

4 – answer questions and needs from audience

• Step our monitoring game up

5 - Close the loop

• What happened to the animals you saved?

• What did my money go to?

@cariegrls // #12NTCDisaster

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Getting The Message Out• First: prepare, then: evacuate WITH

your pets

• Who is the audience? Who do wehave as resources in those areas?

• State directors and Care Centerdirectors in affected areas

• Developed a list of Facebookpage links and admin contactinfo

@cariegrls // #12NTCDisaster

• We helped monitor, respond, and post to thosepages since admins were out in the field

• Targeted posts to our HSUS Facebook fans livingin the affected area

• Messages were taken from press releases and webpages (pre-approved content) and boiled down

• Made it engaging by asking people to send us a pic oftheir disaster kit that included their pets and we gavethem a window cling

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Gathering and Disseminating Info

@cariegrls // #12NTCDisaster

• Internal information gathering

• Put an internal communications infrastructure in place for webcontent and up-to-the-minute updates from the field

• What kind of content do we want in order to tell our story ofwhat HSUS was doing? Bite sized info for Twitter, diaries for theweb, as many photos as possible

• National level = Rescue Team coordinator > Web editor

• Local level = State Director > Community Manager

• Daily meeting to coordinate all content with web, email, social,PR

• Field responders marked content as external or internal use

• External information gathering

• We followed emergency management orgs like FEMA, Red Crossin each affected state on Twitter

• Made a list of animal shelters in hurricane’s path and followedthem for updates

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The $64k question: what can I do?

@cariegrls // #12NTCDisaster

• People could help on a national and/or local level

• Developed a fundraising campaign for our Animal Rescue Team’sefforts

• Integrated across all communication channels

• Created Amazon wish lists for affected shelters

• Took advantage of our large followings and

targeted Facebook posts to help shelters in need

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Answering Questions and Needs

• Monitored every @ reply on Facebook

• Monitored hashtags that were being used

• Created our own hashtag #Irenepets (4,500 uses, seen by 8.5 millionpeople in 3 days)

• Monitored keywords like “flood pet”

• Answer everyone.

• Aggregate info for pet owners from multiple sources on our Twitter feed(FEMA, shelters)

@cariegrls // #12NTCDisaster

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Closing the Loop

• If you are committing to answer everyone, provide updates.

• If you’re going to individualize an animal in a fundraising or storytellingcampaign, be ready to monitor and report on the fate of that animal.

• Tell people what their money went to.

@cariegrls // #12NTCDisaster

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THIS is why it’s important to alwaysbe listening and answer everyone.

We saved this dog’s life.

@cariegrls // #12NTCDisaster

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THIS is why it’s important to monitorcomment strings and be responsive.

We garnered donations.

@cariegrls // #12NTCDisaster

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Show compassion in times of crisis.

@cariegrls // #12NTCDisaster

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Repost Good UGC to create community.

@cariegrls // #12NTCDisaster

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Give them what they want!

@cariegrls // #12NTCDisaster

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Next Time…

• Keep feeding tweets and adding to photo album

• Find a way not to miss any @ replies on twitter (keep up)

• Research hashtags already in use, start using own hashtagearlier

• Set up tracking ahead of time and take screenshots as theyhappen

• Thank those who donated and shared on Twitter

• Share the credit with other orgs involved – build relationships

• Map of affected shelters – or maybe an app?

• Proactively reach out to Weather Channel, Red Cross, FEMA,agencies

• Customize email shares to use our hashtag

• Develop communication guidelines for first responders

• We want a WAR ROOM!

@cariegrls // #12NTCDisaster

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@cariegrls // #12NTCDisaster

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Public is a Resource

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Making Data Actionable

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Digital Operations Center

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Digital Volunteers

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Questions?

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Discussion?

Other examples?

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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!

or Online using #12NTCdisasterat www.nten.org/ntc/eval


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