“emergency management and social media” sarnia, on october 20th, 2011
TRANSCRIPT
“Emergency Management and Social Media”
Sarnia, ON
October 20th, 2011
When I was a boy, this was my image of Sarnia …
Jim Stanton
Objectives Today
1. Examine the evolution of Social Media.2. Describe Social Media options.3. Explore needs to use Social Media.4. Discuss Social Media opportunities.
Whoever connects with the new and traditional media first sets the news template.
Everyone else is in reaction to what you have said.
Stanton Communications Principle
You are not just pushing out information, to resonate with your audiences, you need to be
pulling in quantifiable data.
Stanton Communications Principle
It’s not your emergency … it’s the publics and they want to participate.
Stanton Communications Principle
Mistakes Will Be Made
When things go wrong, you have one chance to get it right.
The way the world communicates is changing, those that change the
quickest will reap the benefits.
Social networks and Google provide three quarters of a billion search results a day.
The Internet is a giant public library where users have the ease of discovering and spreading information.
Changing Media Landscape
If news is not contained and acted upon quickly, it will spiral out of control. This is particularly applicable to bad news. Social media can reach hundreds of thousands of
views.
An article can be shared thousands of times through You Tube, Flickr, Facebook and Twitter in a matter of 24 hours.
Companies cannot ignore social media influences .
What does this mean to companies facing a crisis?
Who is the Best Known Blackberry Name?
Jim Balsillie
Who Did We Hear From – on Day Four?
Mike Lazaridis
How Did He Do?
Make Sure Your Message is Clear
In times of uncertainty people always want to know these fundamentals:
“Stanton Method”1. What is really happening?2. How will this affect me?3. What are you doing?4. What do I need to do?5. Specific and detailed instructions. 6. When will things get back to normal?7. Reassurance.8. Voices of authority they can trust.
Social Media Learning Point #1
Build relationships before crisis occur.
Social Media Learning Point #2
Assemble a social media team.
Social Media Learning Point #3
Listen and tell your side of the story.
Social Media Learning Point #4
Delegate crisis management team “Face.”
Social Media Learning Point #5
Train your staff on the proper use of social media.
Social Media Learning Point #6
Establish a social media policy.
What happens in crisis situations if you don’t use Social Media but
rely on traditional methods?
“We are beating the Taliban on the Afghanistan battlefield but they are kicking our asses every single day in the media. They have websites, Twitter and Facebook
accounts, we don’t. They release footage instantaneously, we take weeks.
Isn’t it interesting that ‘cave dwellers’ are beating the most advanced nations in the world by using the new
media so effectively.”Jamie Appathurai, Senior NATO spokesperson
“When an incident happens, the Taliban upload their story on Facebook, Twitter, Flickr, You Tube and Al Jazeera
immediately.
NATO goes through its ponderous approval process, taking weeks - by that time we have lost the media battle.”
Jaap de Hoopp Schefffer, Ex-NATO Sec. Gen.
Traditional Media Is Changing
Media No Longer Gatekeepers
Media are now “authenticators.”Public is also the content creator.
Media is the editor.
Division between “news” creator and consumer is blurred.
“Audience” is becoming an outdated term - media now asks
its “audience” to contribute to the conversation.
Media must cede control of content.
Audiences want to use, mix, remix, distribute and view content on own
terms.
Print will survive as analytical medium.
Already being accessed on-line (no longer charge fee)
Breaking news online and constantly updated.
Media Adaptation
NEWS TIPS: 613-422-6494 or [email protected]
BREAKING NEWS ALERTS Sign up to receive e-mail alerts on breaking news from The Ottawa [email protected]
1. Traditional methods don’t work. 2. We can no longer “manage” the message
3. Information is out there beyond your control via social media, video cameras, videophones, etc.
What Does This Tell Us?
Communicate Directly to Your Publics in Crises
Five Key Questions When Considering Social Media
1. What is the key issue we wish to address by engaging the public?
2. What would constitute a successful outcome?
3. Are the goals SMART?
SpecificMeasurableAttainableRealisticTimely
4. Will the measuring tools provide actionable insight?
5. Are we committed to having a permanent, on-going conversation?
New Rules for Traditional Media
No longer writing “stories,” they are updating “topics.”
Deadlines are becoming meaningless, scoops and content control are disappearing.
New Rules
Be honest about updates.
Fact checking still happens but is driven by getting info out FAST.
New Rules
Upload photos and videos as soon as possible.
Keep updates short and memorable.
Follow related organizations.
New Rules
Don’t measure success by number of followers. Quality of conversation is what matters.
Compelling content is the key.
The Tools
Create a social media “field kit,” to include:
HD video camera
Netbook, iPad, etc.
3G Internet stick
Air Card
Update as soon as possible.
The ToolsUpload where people are:
You Tube, Twitter and Flickr are searchable
Use branded 3rd party tools:
Embed a Umapper.com Google map into websites
The Tools
Do you have You Tube, Facebook, Flickr and Twitter accounts?
WikipediaSkype
My Space
Quora
Foursquare
Digg
Social Media Explained
Crowd Mapping
Free and open map platforms for information collecting, visualization and
interactive mapping.
crisismapping.net
crisiscommons.org
Crowd Mapping
An open source project which allows users to crowdsource crisis
information to be sent via mobile.
ushahidi.com
We have entered the domain of “i-witnesses”
Egypt, Tunisia, Bahrain, Libya
US Air 1549: Story sequence
Plane on the Hudson River
Eyewitnesses
US Airways Crash Caught on Video
First RespondersRaymond Kelly, NYPD commissioner:
"The bulk of this event was over in 10 minutes.”
NY Time website: www.nytimes.com
Lesson Learned
New Policies
Empower your strategic personnel.
Go to where people are.
Tag your content intelligently - add as much info as possible.
Worried About Social Networking Posts Falling Into the Wrong Hands?
1. Set up Google alerts for your name at www.google.com/alerts
2. Reverse image search at www.tineye.com
3. Search for images through a number of search engines including: images.google.com
4. Use www.bing.com/images
to search for images
5. Yahoo image search:
Images.search.yahoo.com or click images on Yahoo.
6. Imagery at elzr.com/imagery
7. www.flickr.com/images
8. Search for your name on pipl.com for a complete contact list .
9. Find yourself on Twitter, www.twitterfall.com, monitter.com.
10. MonitorThis, at alp-uckan.net/free/monitorthis. Let’s you subscribe to 20 different search engine feeds.
Convergence of six factors have caused a dramatic shift in how we receive
communications.
66
World Wide Web
The World Wide Web was created in 1989 bySir Tim Berners-Lee
11
Satellite Technology
22
Personal Digital AssistantsVideo phones, iPhones, iPads
33
You Tube
44
Search Engines
55
wolframalpha.com
Street Video Surveillance Cameras
Toronto hit-and-run case aided by video cameras
66
Remember this:
A hard-earned and respected corporate reputation can be destroyed in moments if you do not have a proactive, timely, strategic communications plan as part of your
business plan.
Things cannot be left to chance or put into that category of: “We know how to handle tough situations and we’ll just
wing it.”
Experience tells us the following:
Be honest. Don’t play the “blame game.”Don’t put your head in the sand.Talk about what you are doing.“Brand” your organization.Be flexible
www.newseum.org
www.pressdisplay.com
•Individuals to access multimedia Internet content anywhere, and anytime
•Media producers, corporations, community groups and individuals to reach their audiences
www.psiphon.ca
Blogs
A blog (an abridgment of the term web log) is a website , usually maintained by an individual, with
regular entries of commentary, descriptions of events, or other material such as graphics or video.
Entries are commonly displayed in reverse chronological order.
"Blog" can also be used as a verb, meaning to maintain or add content to a blog.
www.govtech.com
“New Media” PodcastsA series of digital media files usually audio
or video that is madeavailable for download via the web.
www.podcastalley.com
On-Line Journalism
Engage the e-publicRoyal Canadian Mounted Police
(RCMP)
Follow us on Twitter:www.twitter.com/bcrcmp http
Stay connected with us on Facebook
Engage the e-public
“The police are seeking the assistance of the public. We are interested in speaking to any
witnesses and in viewing any photographs or video that may have been captured during the
incident.”
Creating Partnerships
Creating Partnerships
“Lead, follow or get out of the way”
In the 21st Century we need to be nimble and adaptive.
We need to use Social Media and traditional media as complimentary tools
to communicate our messages.
Old vs. New
Questions?
Visit Us
Our website: Secret Stuff
Thanks
Joan Green
Dean C. Edwardson
Thanks for being interested in understanding the importance of the role of social media in
communications today.