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A major premise of social media is that it refers to the use of web-based and mobile technologies that specifically turn communication into an interactive dialogue. Those two words are key to your understanding of social media. This communication is very unique and quite different that the more traditional communication strategies …it requires that we actively engage our audience in a mobile and interactive fashion. How do you interact with your audience? What does it really mean to have a dialogue versus our old standard of using one-way communication? We will focus on communication guidelines in the world of social media and basic steps to avoid getting into trouble in this brave and bold new universe. What tools do you use to reach out to your key constituents? You will likely not be able to play in all of them so which ones do you choose? And how can you possibly “staff up” to accomplish all of these communication goals in a fiscally constrained world?
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Social Media: Interacting with your Stakeholders
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Agenda • Definitions • Historical perspective • Case Study • Demographics • The Steps of Engagement • Ways to Interact • Interaction is a Conversation
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Definitions
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Social Media • Social Media: Web-based
and mobile technologies able to turn communication into an interactive dialogue, allowing the creation and exchange of user-generated content. – Mobile. – Interactive – User generated.
• “By the people, for the people.”
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Other Basic Definitions • Twitter: is an online social networking and microblogging
service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".
• Hashtag: short codes signaling the message’s content started with a # symbol.
• Trending topic: a word, phrase or topic that is posted (tweeted) multiple times on Twitter.
• API: application programming interface is a particular set of rules ('code') and specifications that software programs can follow to communicate with each other.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Historical Perspective
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
A More Primitive Time…
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
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In The Old Days… Disaster Occurred…Loma Prieta Earthquake (1989)
Responders responded… PIO collected information… Prepared a press release…
PIO informs the anxious, waiting public at a formal press conference
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Our More Contemporary Time…
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
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Brave New Word…
An F5 Tornado approaching Joplin – Broadcast on YouTube – with over 4,271,000 views (http://tinyurl.com/43b5n35)
Within moments, people are informing people… Tweeting, FBing, posting images and video all in real time
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
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And oh, yes…the contemporary media did play a role too!
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Case Study
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
August 23, 2011 • The 5.8 Virginia earthquake that hit last
August resulted in almost instantaneous tweets – quake was at 1:51pm. – First tweets noted at 1:51pm
• First tweet reached NYC 40 seconds ahead of the quakes first shock waves.*
• Tweets peaked at 5,500 per second. * SocialFlow
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
One of the First Tweets • One of the first people
to Tweet about the quake was @b_mc817, posted a mere 30 seconds after the earthquake began, it is most likely that this user was typing as the tremor was taking place
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
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30 seconds later, thousands are tweeting around the DC area. At this point in time people outside the area currently affected by the quake, tweeting about it. The green circles represent people who have spotted an earthquake related Tweet most likely through their stream, and within 30 seconds have already posted a response!
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It spreads to Boston, across Maine and Florida, reaching Toronto at 1:52:35.
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
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Totally overwhelming the networks, within a minute there were more than 40,000 earthquake related Tweets, with a record-breaking velocity of 5,500 Tweets per second. http://173.254.16.66/rnd/quake-map/?size=large
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Humans as EQ Sensors: There was a clear 40-50 second warning signal between the very start and the New York City region. This signal manages to reach tens of thousands of people before a minute is over, in effect, a network of human sensors that not only identifies a substantial event, but also passes on information in remarkable ways.
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Widespread Shaking…Lots to Tweet
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Soon We Will Expect To See…
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
In All Building Stairwells
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Demographics
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Facebook • Facebook is the only social
networks that knows no generational limits.
• From grandparents to teenagers, it is the largest of the social networks — attracting users of all ages.
• A recent study by Forrester found that of U.S. adults who use social networking sites, 96% of them are on FB.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Which social media sites do you have an account ?
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Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
How frequently do you participate in social media?
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Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
The Steps of Engagement
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Social Media Engagement
• Social media engagement is comprised of four steps: 1. Listen. 2. Respond. 3. Engage. 4. Measure.
• Today we will focus on the first three as those help build interaction.
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Listen
Engage
Respond
Measure
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Ways to Interact
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Ways to Interact • There are many tools to listen, respond
and engage – in other words interact with the public and your target audience.
• The key thing to keep in mind: – Be a participant, that means be an active
participant in the SM tools you follow. – Don’t be a voyeur.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
There are Lots of Options • There are lots of options in
social media for interaction. Before you begin, determine your strategy (discussed last webinar).
• As your are looking at tools, remember that your first actions are to: – Monitor – Listen.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Leverage LinkedIn • Business-related social
networking site. • Actively participate.
– Post unique comments, insights, perspectives.
– Engage the group with interesting, timely questions and/or observations
• Join relevant groups. • The goal: to become a
thought leader. November 2011 www.ems-solutionsinc.com 32
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
• Do: – Create page that
promotes your brand. – Create traffic to your
website. – Invite discussions.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
• Don’t: – Create a page and
not keep it up or update often.
– Try a hard sell approach.
– Censor comments. – Spam your friends.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
You Tube • Must have purposeful
video with strong content that resonates with your audience.
• Use key words in the title. • Should have a strong call
to action to get them to do….???
• Integrate your videos into other social media.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Twitter • Share timely information. • Spread useable links. • Personify your image/
brand. • Build credibility and spread
influence. • Follow competitors. • Tweets are now part of
Google search so think – key words. November 2011 www.ems-solutionsinc.com 36
Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Blogs • A blog features diary-type
commentary and links to articles on other Web sites, usually presented as a list of entries in reverse chronological order.
• Write your own blog. – Link to other blogs and
association groups. Add to your Linkedin.
• Read other blogs – Link them to yours via
pingbacks. – Comment. – Ask and/or answer questions.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Interaction is a Conversation
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Interaction is a Conversation
• Interaction is not talking at your target market, but rather speaking with them. – This is called a
“conversation.”
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Interaction Is and Is Not… • Interaction is:
– A two-way street – talking and listening. – When you speak:
• Speak as a peer, rather than just as a spokesperson or salesperson.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Interaction Is and Is Not… • Interaction is NOT:
– A sales pitch. • Concentrate on listening to the people who are
investing in your writing and social media presence.
– A numbers game. • Quality is always better than quantity.
– It not selling: • Don’t just push your message.
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Emergency Management & Safety Solutions Out of Danger Comes Opportunity
Regina Phelps, CEM, RN, BSN, MPA Emergency Management & Safety Solutions San Francisco, California 415-643-4300 www.ems-solutionsinc.com
Thank you
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