Social Media Management in Crisis Communication

UNWTO Practicum SeminarCrisis Communication Management

Social Media Management In crisis communication

Madrid /Granada(Spain) Nov 2011

David Vicent Gandía

Social Media Revolution

http://www.youtube.com/watch?v=xFGyR-gTHFE

A new Web bassed reallity

2.0 Complexity

Marketing VS. SMM

7 Intelligences for a Modern destination

• Customer Intelligence• Markets Intelligence• Multi-channel Intelligence: Benchmarking online• 2.0 Employees…. Connecting with visitors• Cooperative Intelligence: Everyone adds Value for

the customer and distribution channels..• Workflows Intelligence• Global Scope Business Intelligence: Where we are in

the market everyday?

The rise of smartphones

Travel & Smartphones

Geottaging: Where is the most valuable for me ?

Real Time Travel

SMM Strategies

Web 2.0: All has changed

Social Concepts

Social Media employees

Brand Awareness cycle

Nice Content for leaders

Be informed

An Improving tool: ask your users

To be a part of

Benchmarking 2.0

Your users are the Stars of the story

Markets are conversations

Conversations for people you know: To sell= To know better

THE BREAK UP

SOCIAL MEDIA AND CRISIS MANAGEMENT

Many to many communication in crisis moments

“Beneficiaries now have a voice, and affected populations have a

voice. They’re not just recipients, […] they have the ability to talk

back. That [two-way communication] creates a different dynamic

around accountability and responsiveness. It also creates a new

set of ethical responsibilities, especially around expectations and

whether they can be met. […] [Humanitarian] organizations have

always prided themselves with being responsive to beneficiaries’

needs, and being accountable to them. But there is a now different

set of tools to make that happen and it is taking some organizations

by surprise. –Katrin Verclas, MobileActive

Community crisis

“We have these two worlds, but we are saying the same thing effectively: We want to help people who have been affected in a crisis. That is our prime objective. We are coming at it from two very different directions. What we saw in Haiti was actually the beginnings of trying to identify an interface between the two communities”.

–Andrew Alspach, OCHA

A new expectation because new tools

“…the expectation was that we could do more than normal. But, because of the […] lack of access to those facilities, we were actually able to do the same as if we were in a tent in the middle of nowhere. It was one of the most incredibly frustrating things I’ve been through. –Nigel Snoad, UNDAC

Collapsed Systems

“The challenge in the beginning was that there was almost nobody to do the work and then all of a sudden [Haiti] was filled with new actors. There was a lack of baseline data. The Ministry of Education collapsed and they lost a lot of staff and all [mostly paper data] systems. No list of schools survived. We were trying to plan rapid needs assessments with almost nothing to go on.

–Charlotte Lattimer, Save the Children

A fog of Information

“”During the first 12–24 hours, there is a fog of information.

The situation is changing rapidly and the numbers are changing rapidly.

You might as well watch CNN for the changing situation, because any product that we did was quickly out of date and overtaken by events. –Dennis King, U.S. Department of State Humanitarian

Information Unit

More information but not enough abilities

“…rapid advances in information and communications technology

have led to a proliferation in the quantity of information available

to humanitarian workers at all levels—but not necessarily any corresponding improvements in their abilities to usefully handle that information.

A not easy work in no time

Making SEO of Valuable Information : previous

Improving cooperation cycle

TO STABLISH A CHANNELS STRATEGY

Foccusing on Channels

Many Channels for different benefict

And many activities by channel

Strategic System

OBJETVIVES OF SOCIAL MEDIA IN CRISIS MANAGEMENT

• To Help people• To Coordinate , inform and help destination stackeholders • To be the best on-line time infomation where there is

communication problems• To monitoirze and act on real time• To preserve key factors of the destination as a safety one• To demonstrate people how efficient and helpfun we are able to

be

IN A CRISIS, SOCIAL MEDIA TELL PEOPLE ALL ABOUT US AS A STACKEHOLDERS AND AS PERSONS. IN THE WEB 2.0 ERA, WE MUST BE THERE WHERE PEOPLE NEED US.ON REAL TIME

Thank you for your attention!!!

DAVID VICENT GANDÍAdavid.vicentg@gmail.com

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