nca conference panel: the role of social media in hurricane sandy - a public relations perspective
DESCRIPTION
Presented on November 23rd at the NCA Conference in Washington DC. A look at 3 organizations that grappled with the Hurricane Sandy crisis: Con Edison, MTA, JetBlue. Also includes a 4-Part Crisis Communications Plan: Readiness, Response, Reassurance, Recovery.TRANSCRIPT
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The Role of Social Media in Hurricane Sandy November 23, 2013 NCA Conference, Washington DC
Slides available at slideshare.net/sfathi
Sandra Fathi President, Affect [email protected] affect.com techaffect.com @sandrafathi
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© Affect Presented at AMB | June 2012
SM & HURRICANE SANDY
NYC TIMELINE
October 22 - November 5: Kills at least 117 in US & 69 in Canada & Caribbean including 53 in NY, 34 in NJ
• October 28
• MTA suspends subway and rail services
• NYC orders evacuation of low-lying areas
• Schools close. Broadway shuts down. Airlines cancel flights.
• October 29
• NYSE Shuts down
• Hurricane makes landfall in NJ
• October 30: NY/NJ airports remain closed
• November 3:
• ConEd restores power to 70% of those who lost it
• MTA restores 80% of subway services
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U?lity company for NYC and Westchester serving approximately 9 million customers
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Con Edison Social Media
• Con Edison ‘War Room’: 24/7 Staffing • Pre-‐Sandy: 6,500 TwiZer Followers • Post-‐Sandy: 23,000 TwiZer Followers • 2,500+ RTs on Press Releases • 25 Videos with 100,000+ Views • 140,000 Views on Flickr of Restora?on Efforts
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Sen?ment on Social
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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
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@ConEdison Tweet History -‐ Between 10/26 – 11/12
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MTA & Social Media • Primary communication channels
about MTA service, facilities and plans:
– mta.info – Press/Media – Various MTA agency social
media handles and YouTube account
– Digital Urban Panels – On the Go Station Kiosks – E-mail/Text Alerts
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MTA & Social Media
• Web, Twitter, Facebook, Flickr Updates • Videos via YouTube • 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 …”
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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 TwiZer & Facebook
• Feedback from customers was overwhelmingly posi?ve
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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
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Public Response
Metropolitan Transporta?on Authority 14
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Phase I: Secure Crewmembers & assets
Phase II: Confirm loca?on & status
Phase III: Paced resump?on of service
jetBlue Crisis Plan
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
CORE CONCEPTS
4 Phases of Crisis Communications
• Readiness
• Response
• Reassurance
• Recovery
Readiness
Response
Reassurance
Recovery
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
RECOGNIZING CRISES
• Internal
Employees
Facilities
Vendors/Suppliers
Distributors/Resellers
Product
• External
Acts of Nature
Market
Legal Restrictions/Law
Customers
Advocacy Groups
Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
CRISIS SCENARIOS IN THE AGE OF SOCIAL MEDIA
1. Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram
2. Employee arrested for hit and run accident – Now Appearing in Google Search
3. Employee caught abusing drugs – Now Posted on his Facebook Profile
4. Customer credit card details leaked – Now On Twitter
5. Employee posts rant on company and exposes confidential information – Now on YouTube
6. Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
READINESS
Anticipating a Crisis
1. Crisis Mapping (SWOT Analysis)
2. Policies and Procedures (Prevention)
3. Crisis Monitoring
4. Crisis Communications Plan
5. Crisis Action Plan
6. Crisis Standard Communications Template
Readiness
Response
Reassurance
Recovery
CRISIS COMMUNICATIONS
CORE CONCEPTS
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CRISIS COMMUNICATIONS
RESPONSE TIMES
How long before the $@!& hits the fan?
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
RESPONSE
What’s in the Toolkit?
Develop materials:
• Messages/FAQ
• Prepared statements
• Press release template
• Customer leZers
Train employees
Prepare channels:
• Hotline
• Dark site
• Social Media
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
RESPONSE
Preparing a Response
1. Don’t delay
2. Acknowledge situation
3. Acknowledge impact and ‘victims’
4. Commit to investigate
5. Commit to sharing information and cooperation with relevant parties
6. Share corrective action plan if available
7. Respond in the format in which the crisis was received**
Readiness
Response
Reassurance
Recovery
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
REASSURANCE
Who to Reassure? How to Reassure?
1. Develop full response plan
2. Put plan into action: Immediate remedy
3. Communicate results of plan and impact
4. Reaffirm commitment to correction
5. Demonstrate results of program
Readiness
Response
Reassurance
Recovery
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© Affect Presented at AMB | June 2012
CRISIS COMMUNICATIONS
RECOVERY
Preparing a Long-term Recovery Plan
1. Review need for operational, regulatory, environmental and employee changes
2. Develop long-term plan including policies and prevention tactics
3. Reassess crisis plan
4. Regain customer/public trust
Readiness
Response
Reassurance
Recovery
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The Role of Social Media in Hurricane Sandy November 23, 2013 NCA Conference, Washington DC
Slides available at slideshare.net/sfathi
Sandra Fathi President, Affect [email protected] affect.com techaffect.com @sandrafathi