Social media collaboration in crisis situations that clicks psc europe finalPresentation Transcript
Social media collaboration that ‘clicks’ Social media collaboration & crisis managementArnout de Vries – PSC-Europe Forum conference 2011, Warsaw, Poland
#whatif911: what if 9/11 happened in 2011?
210 januari 2011M BoumanTNO Nieuwe huisstijl
Powerful technology in every pocket
New managementManage abundance (not scarcity)
Agenda4 uses of crisis management and social mediaLearning from incidentsCurrent dilemma‟sSocial media SWOTA look into the future…
4 ways of using social media1. Observe Monitor, analyse, intelligence 1.Observe 2.Send2. Send Inform, broadcast3. Ask 4.Dialogue 3.Ask Crowd sensors and wisdom4. Dialogue Interaction, collaboration, co-creation
How does your organization use Twitter during a crisis, now andin the near future (in 1 or 2 years)? We follow tweets We send tweets in line with other communications We respond actively to specific tweets to confirm or refute information We ask questions to improve our situational image of the crisis We call on citizens / volunteers for assistance (e.g., sand bagging) Now Future
How does your organization use Twitter during a crisis, now andin the near future (in 1 or 2 years)? during a crisis, now How does your organization use Twitter and in the near future (in 1 or 2 years)? WB = Water Boards Yes No SR = Safety Regions WB We follow tweets SR WB We send tweets in line with other communications SR We respond actively to specific WB tweets to confirm or refute information SR We ask questions to improve our WB situational image of the crisis SR WB We call on citizens / volunteers for assistance (e.g., sand bagging) SR -15 -10 -5 0 5 10 15 Now Future
Social media and public safety
Social media and crisis management13 30-11-2011
1. Observe social media Gatorade mission controlKLM Social media Hub Dell listening command centre mobile monitoring
Pukkelpop incident timeline First relevant pictures showing Start incident: Reports damage (collapse heavy rainfall about of tent) damage Large amounts of Indications of and rumour spread about Initiation of heaviness of casualties #deaths #Hasselthelpt storm GSM network Reports Deaths semi- is fixed heading to confirmed by about “SMS use ~ 21:00 Pukkelpop individual 19:15 only” is asked16:22 19:38 20:19 18:35 18:30 19:12 deaths 18:15 from citizens journalist forAugust 18th 2011 August 19th 19th aug12:00 AM Fire depts Sint 21:56 20:06 20:50 19:40 19:53 18:24 19:19 19:03 Truiden say 6 @Pukkelpop deaths and message with Hasselt says 1 “ death 7 injured Belgian press handelingsper Official news: started reporting spectief” 5 deaths, tens @Pukkelpop First pictures (individual (phone injured, first message showing panic accounts) number and festival since incident URL) cancelled Press conference Announcement (TV): 2 deaths Dutch press that festival is and 40 injured starts cancelled for the reporting night
Messages prior to the incident (early warning system)User Tweet TimeMaartentibau Serious thunderstorm in Hasselt. I hope for a happy end at 6:03PM Pukkelpop.AlexanderDuyf Apocalyps at Kiewit! #pukkelpop #thunderstorm 6:03PMRubenschroyen Aiaiai #pp11 it could become a drama #thunderstorm 6:03PMJerola Here at Hasselt there is an immense thunderstorm going on #hasselt 6:06PM #pukkelpop it is 6PM and the street lights are on, it is so darkEllenpotoms Rain, lightning and thunder! #pp11 6:07PM
Pukkelpop Twitter traffic Tweets about (rumours on) casualties and deaths „Dangerousweather‟ tweet of artist at festival
Geographical spread of tweets Spread afterwards:
Topic analysis during incidentTweets/min on „Damage‟ topic Tweets/min on Casualty topic
2. Send and inform Most crisis management organisations are oriented on broadcasting #Twitter accounts (# organisations)Safety region 18 (25)Fire dept’s 21 (25)Police dept’s 25 (25)Medical dept’s 10 (24)Water boards 24 (25)
3. Crowdsourcing during incidents seed harvest
4. Dialogue and collaboration: co-creation! Co- creation
How does social media „click‟?…
The crowd breaks all rules…
Facts or fiction…?
“The crowd produces mostly crap.“ – Jeff Howe
Wisdom of the crowd vs stupidity of the masses
Professional vs private (or hybrid) use vs
37 30-11-2011 22:10 Titel van de presentatieSpeed vs reliability
The crowd can destroy your brand/company
“They can destroy your brand/company“ there is no common language…
Future proof or keep switching channels?
Crowd controlvs community management?
Social media SWOT Strengths of social media Weaknesses of social media1. Anywhere & anytime2. Low barrier 1 Intensity3. Speed 2. Barrier4. Direct 3. Rapid change5. Transparant 4. Overload6. Dialogue 5. Transparant7. Rich and diverse 6. Decentralised8. Personal 7. Immature Weaknesses 8. Value unknown Strengths social media Opportunity ThreatOpportunities of social media Threats of social media 1. Reach 1. Miscommunication 2. Unity 2. Digital divide 3. Involvement 3. Chaos 4. Influence 4. Lack of control 5. New value webs 5. Abuse 6. Empowerment 6. Sociobesitas 7. Change 7. Web 2.0 bubble 8. Value creation 8. Influence
What is your next step? Are they with you or against you?