using social media for firewise messages

Firewise CommunitiesTelling the Firewise Story: Using Social Media for Online Word of Mouth

December 9, 2010

Influencer Node Network Dispersion Node + Network Model

SOURCE: Six Degrees: The Science of a Connected Age, Duncan Watts

Why Does Social Media Matter?The New Theory of Influence

Telling Your Firewise Story W/Social Media• Increase awareness

• Reach

• Simple Direction

• Engagement

• Personalization

• Direct dialogue

Know Your Platforms

• Facebook – broadcast, detail, engagement

• Twitter – broadcast, real-time, engagement

• YouTube – video content, demonstrate

Social Media @ Firewise

Who is using social media?

• Number of users 35 – 54 has grown 190%

• Number of users older than 55 has increased 514%

Source: istrategylabs.com

• Social network are online communities of people who share interests and/or activities

• Members create a profile and use features like message boards, profile posts, pages, fan groups, and applications to interact

Social Platform #1Social Networks: Facebook

of online users globally have created a social network profile58%

500 million on Facebook alone

Facebook tabs allow brands to break out content and conversation into custom

environments

Facebook tabs allow brands to break out content and conversation into custom

environments

Fans of the brand get automatic updates in their

News Streams

Fans of the brand get automatic updates in their

News Streams

Fans can “like” or comment on content

Fans can “like” or comment on content

The Wall can display messages, news, links, photos and video

from the brand or fans

The Wall can display messages, news, links, photos and video

from the brand or fans

• Microblogging is a form of status updating that allows users to publish posts of 140 characters of less

Social Platform #2Microblogging: Twitter

• Users can update via text message, IM, E-mail, or the web

• Microblogging communities form around passions as members share updates, comment on others’ status, and engage in two way dialogue.

• 80% of Twitter usage is from a mobile device

• Twit pic to share photos

visit Twitter each month

75 million

50 million

Tweets each day

Sites like bit.ly and tinyurl shorten long URLs

Sites like bit.ly and tinyurl shorten long URLs

Placing “@” before a users name signifies a public ping to a

particular user.

Placing “@” before a users name signifies a public ping to a

particular user.

Number of people receiving a user’s tweet, number of

people following that user’s updates, and the number of user created favorite lists

that user is a part of

Number of people receiving a user’s tweet, number of

people following that user’s updates, and the number of user created favorite lists

that user is a part of

Social Platform #2Microblogging

• Multimedia sites allow users to share audio, images, and video with each other

• YouTube is #2 search engine after Google

• More videos watched than Google searches made every month

• Every demographic views photos and videos

Platform #3Multimedia Sharing

Tags help users find related content.

URLs and Embed codes make it easier to email the video or

post it elsewhere

Tags help users find related content.

URLs and Embed codes make it easier to email the video or

post it elsewhere

Viewers can rate the video.

Viewers can rate the video.

Users can leave comments and

dialogue

Users can leave comments and

dialogue

Social Platform #3Multimedia Sharing

Building a Network• Have realistic expectations

• Find your community (Twitter lists)

• Build and connect in your community

• Engage others and be personable

• Have something original to contribute

• Stay informed/Credibility

• Connect your message to existing conversations

• Listen and watch

Social Media ExampleIdaho Firewise

Social Media ExampleIdaho Firewise

Wilderness Ranch: Firewise Community

Social Media Example

Kingston, NY Neighborhood Watch

Kingston, NY Neighborhood Watch

Social Media Example

Social Media Example

National Hurricane Center

National Hurricane Center

Social Media Example

Hashtags help users distinguish or search for specific conversations or

topics

Hashtags help users distinguish or search for specific conversations or

topics

Boulder FireTwitter Awareness

Boulder FireTwitter Awareness

Source: Project Epic

Boulder FireYouTube Awareness

Social Media-Ready Content• Existing Firewise digital content

• Firewise hints

• Firewise How-to Guides

• Firewise photo gallery

• Firewise press releases

• Public Service Announcements

• Videos

Using Social Media Today• Publish your area’s top 10 Firewise tips

• Inform local communities of approaching wildfires

• Raise awareness

QUESTIONS?

Thank You

Shefali Vyas

Blake Bowyer

Tiana Allen

Ogilvy Public Relations Worldwide

shefali.vyas@ogilvypr.com

blake.bowyer@ogilvypr.com

tiana.allen@ogilvypr.com