Superstorm Sandy, Social Media & the

American Red Cross

Ruben BrownMedia Relations Specialist

Atlanta Red Cross@AtlantaRedCross

Terri Thornton Thornton Communications

@Ttho

October 29, 2012

“The Perfect Storm”

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Three Months After Superstorm Sandy

Red Cross Provided Relief

in 11 States

Red Cross Provided Relief

in 11 States

Photos courtesy Red Cross

$254 Million Raised$145 Spent

-----$109 Million for Long-Term Help

$254 Million Raised$145 Spent

-----$109 Million for Long-Term Help

Two Social Media People

in Red Cross Greater NY Office

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Thanksgiving Wishes

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Sharable Content

Photos Videos Information

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Relief Efforts Continue

@Ttho’s Platforms & Tools

How We Got Here

1. Carry out the organization’s mission online. Bucking Antiquity

2. Grow our network of passionate supporters. Haiti, HGC, Online Giving

3. Give the public a seat at our operational decision-making table.

Transparency

1. Carry out the organization’s mission online. Bucking Antiquity

2. Grow our network of passionate supporters. Haiti, HGC, Online Giving

3. Give the public a seat at our operational decision-making table.

Transparency

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What changed with Haiti…

We estimate that we touched nearly 2 million Haitians with a variety of relief and recovery services since the earthquake and we expect to support these survivors in the years ahead until the last donated dollar is spent.

We estimate that we touched nearly 2 million Haitians with a variety of relief and recovery services since the earthquake and we expect to support these survivors in the years ahead until the last donated dollar is spent.

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Hundreds of millions of liters of drinking water…

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Treatment for people in Red Cross field hospitals and mobile clinics..

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Staff dedicated to the relief effort.

Before Haiti…

• Ability to text donations existed before.

• The earthquake in Haiti turned this capability into a phenomenon.

• Prior to Haiti, the Red Cross raised funds for domestic disasters through a program called Text 2Help.

• Ability to text donations existed before.

• The earthquake in Haiti turned this capability into a phenomenon.

• Prior to Haiti, the Red Cross raised funds for domestic disasters through a program called Text 2Help.

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24 hour cable news social networking sites like FB and Twitter, news of destruction in Haiti was available everywhere.

The “tweet” You can text Haiti to 90999 to donate $10 spread rapidly.

From Jan. 12-14 there were 2.3 million tweets about “Haiti” and the “Red Cross”, of which 59% were retweets.

First Lady Michelle Obama and others filmed PSAs urging people to text donations to the ARC.

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Growing trend in U.S. and across the world in disasters to use social media to seek help.

More people using social media, mobile technology and online news outlets in emergencies.

1. Trying to learn about the disaster

2. Asking for help.

3. Sharing information about well-being with family and friends.

Growing trend in U.S. and across the world in disasters to use social media to seek help.

More people using social media, mobile technology and online news outlets in emergencies.

1. Trying to learn about the disaster

2. Asking for help.

3. Sharing information about well-being with family and friends.

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Dedicated Staff

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In-depth training on engagement tactics

Engagement console training

Group workflow and reporting system

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Leadership interest in and acceptance of social data reports during disasters

Training developed for Red Cross employees and volunteers

20 trained staff members in various departments who can use software to monitor and deal with day-to-day issues

Hurricane Isaac: 8 digital volunteers were trained and deployed Reviewed 2,307 posts and responded to 364 posts Provided services on the ground in 3 instances,directly as

result of social posts

Leadership interest in and acceptance of social data reports during disasters

Training developed for Red Cross employees and volunteers

20 trained staff members in various departments who can use software to monitor and deal with day-to-day issues

Hurricane Isaac: 8 digital volunteers were trained and deployed Reviewed 2,307 posts and responded to 364 posts Provided services on the ground in 3 instances,directly as

result of social posts

Download the Hurricane App

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Give through•PayPal•iTunes•Google Checkout

Give through•PayPal•iTunes•Google Checkout

Visit RedCross.org

Visit RedCross.org Call

1-800-RED CROSS

Call

1-800-RED CROSS

Text REDCROSS

to 90999

Text REDCROSS

to 90999

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THANK YOUredcross.org@redcross

FB-American Red Cross