The DASSL Initiative

Disaster Alerting through
Sports-based Social Linking:
The DASSL Initiative
Prepared by:
Kathleen Hessert
Eric Rasmussen, MD, MDM, FACP
© 2012 BuzzManager, Inc | All Rights Reserved

Please tweet or post the following content,
comments & questions using the hashtag(s)

#DASSL #WWHGD
Tweet me @kathleenhessert or
@buzzmgr


“Social media influences the rhythm,
velocity, direction & public sentiment
of crises, organically changing the crisis
& extending its ripple effects.”
Kathleen Hessert


Social Media:
HADR’s New Tool
• Haiti earthquake: Jan ‘10
Tweets: 2.3M #Haiti #RedCross
Facebook likes: 170,000
*SM helped raise $8M first week
• NZ earthquake: Feb ‘11
Tweets 68,463
Potential reach: 77.3M for #Nzquake
*350k people in Christchurch
• Joplin, MO tornado: May’11
Facebook likes: 49k 87,112,786 post views

• Branson, MO tornado: Feb ‘12
Facebook likes: 17k in 48 hrs
Youtube video 13,000 views

• Waldo Canyon, CO fire: July ‘12
Tweets: 119k in 15 days
Potential reach: 54.4 M people

Where Sports, Social Media
& HADR Intersect


Sports Fandom
Built on Passion & Community


Sports Fans
Engaged through Social Media
• 1 in 4 sports fans engage favorite teams &
• athletes on social media
• Core fans listen to & engage with team‐based
• SM more closely than conventional news
• 6 of top 16 Tweets Per Second spikes in
‘11 were live sporting events
• Twitter strategic partnership with NASCAR
provides content & fans higher visibility
• Twitter strategic partnership with ESPN co- Retired NBA 4x Champion Shaquille O’Neal
social media super star 6M+ twitter followers
produces unique social experiences for larger
sports events
• @London2012 Olympic acct has 941,587
followers before games begin


The DASSL Initiative
Leverage the demonstrated success of sports-based social
media to alert people about impending or current disasters

• Build an alliance of major sports brands interested in HADR through the
use of social media
• Use geographically‐specific social channels to target the community
• Send appropriate warnings, alerts, safety messages to fan communities
• Information flows from Emergency Response Agencies to teams to fans for
the most accurate & timely sharing
• Perpetuating “good Corporate Citizenship” by mitigate effects of disasters
at little to no cost rather than just cleaning up after the event


Effective Outreach
in High-risk Areas


Top US Population Centers
9
Population in Millions
2010 Census
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6 states = 37%
of total 309 M
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US population
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Sports Grid
Professional & College Teams
• 32 NFL teams
• 30 MLB teams
• 30 NBA teams
• 27 tracks
• 19 MLS teams (16 USA, 3 Canada)
• 30 NHL teams (23 USA, 7 Canada)
• 1200+ schools (every state)


DASSL Activation Plan
• National emergency
– activate national sports alliance members

• State or regional emergency
– activate state sports alliance members for targeted needs

• “Displaced fans” of activated teams also engaged
– expect sharing of alerts with loved ones in at-risk areas

• Global disaster
– activate global alliance members
– biggest sports brands have global followings including professional,
collegiate, & Olympic brands


Disaster-prone High Risk State
208 declared disasters since ‘53
CALIFORNIA
14,000,000
# Followers/ Likes

Pro & College In-state Brands
3 NFL teams
12,000,000 3 NHL teams
5 MLB teams
10,000,000 4 NBA teams
2 NASCAR tracks
24 NCAA universities
8,000,000

6,000,000 Twitter
Facebook
4,000,000

2,000,000

-
CALEMA & LA Kings Golden San San Diego LA LA Lakers
CALFIRE State Francisco Chargers Dodgers
Warriors 49ers
Organization


Disaster-prone State
332 declared disasters since ‘53
5,000,000

4,500,000
TEXAS
4,000,000 Pro & College In-state Brands
2 NFL teams
3,500,000 1 NHL team
# Followers/Likes

2 MLB teams
3,000,000 2 NBA teams
1 NASCAR track
2,500,000 21 NCAA univ

2,000,000

1,500,000
Twitter
Facebook
1,000,000

500,000

-
TX Dept. TX Dallas TX Rangers Houston Houston San Dallas
Public Homeland Cowboys Texans Astros Antonio Mavericks
Safety Security Spurs

Organization

Disaster-prone State
158 declared disasters since ’53
1,800,000

1,600,000
OKLAHOMA 1,400,000

1,200,000 Pro & College
In-state Brands
1 NBA team
1,000,000
1 NASCAR track
# Followers/Likes

4 NCAA universities
800,000

Twitter
600,000
Facebook
400,000

200,000

-
OK Dept. Univ. of OK Adrian Peterson OK State Athletics OK City Thunder
Emergency Mgmt

Organization

High-Risk State
68 major declared disasters since ‘53
LOUISIANA 2,500,000

2,000,000 Professional In-state Brands
# Followers/ Likes

1 NFL team
1 NBA team
11 NCAA universities
1,500,000
Twitter
Facebook
1,000,000

500,000

-
Gov's Ofc LA Nat'l Mayor Mich NOLA News New Drew Brees Univ. of LA Coach Miles
Emerg. Prep Guard Landrieu Orleans (LSU FB)
Saints

Organization

Colorado Wildfires:
A Test


Conventional vs. DASSL Response
Relief Mitigate
Denver
Broncos
&players
(NFL) offered
help,
inspiration,
$50k pledged
to recovery
efforts after
widespread
impact of
Colorado
wildfires
@CUBuffs tweeted alerts to mitigate


The DASSL Alert Route


@CUBUFFS TEST
Disaster test: HydePark Wildfire July ‘12
Request: Test the DASSL concept on a real & growing emergency in Colorado.
Asked CU Buffalos to tweet emergency messages received from Emergency
responders to fans/ Colorado residents & monitor engagement
Why Univ Colorado Athletics?
• Proximity to the disaster
• Kathleen Hessert’s long time & trusted business relationship with decision-maker
(Athletic Director Mike Bohn)
Challenges
• Buffs are relatively new to social media compared to many sports brands
• Relatively small communities: Twitter followers 12,870 Facebook likes 29,812
• School is out of session & no sports were in season limiting fan attention
• DASSL protocol not fully developed – needed to wing it
• No formal relationship was in place with lead emergency responders to get direct &
timely alerts to share via social media

Monitor & Engage
BuzzMgr™ Dashboard
• Automated aggregation of main
social media platforms, forums &
news coverage
• Near real-time listening of conversation
on multiple platforms
• Combines automated & human
curation
• ID’s conversation themes
• Trend & influencer identification
• Geo-location tracking
• Multi-lingual
• Automatic alerts
• Report sharing


Global Expansion
Opportunities


Global Expansion
Earthquakes, floods, drought & other,
natural disasters around the globe
gravely effect people & property.
Speeding the velocity of response
through sports-based social media
channels can save lives, property,
dollars & dramatically speed
recovery.

DASSL can expand reach to
Int'l sports teams, leagues, &
celebrities who care.


Global Sports Brands
Ice Hockey
Montreal Canadiens Football/Soccer
Twitter: 305,865 Manchester United Football/Soccer
FB: 984,000 FB: 26,670,539 Japan Football Assoc
Twitter: 201,117
FB: 791,652
Football/Soccer Football/Soccer
Chivas de Guadalajara FC Barcelona
Twitter: 691,505 Twitter: 6,092,375 Cricket
FB: 2,051,310 FB: 33,735,929 Indian Premier League
Twitter: 337,753
FB: 1,198,381
Football/Soccer
Paleirmos
Twitter: 488,959
FB: 1,132,439 Cricket
Cricket Australia
Twitter:75,956
Football/Soccer FB: 1,521,482
Cricket
Boca Juniors Cricket South Africa
Twitter: 235,336 Twitter: 2415 Rugby
FB: 3,641,597 FB: 250,000 National Rugby Team
SA Rugby Twitter: 143,259
Twitter: 62,572 FB: 148,146


Next Steps…


Next Steps
1. Extend test through 2012 hurricane season
- Florida participant: Tampa Bay Lightning
2. Create national DASSL sports coalition
- Agreement in principle from major sports brands & specific teams
3. Meet & collaborate with key disaster alerting systems
4. Get funding for extension to high-risk areas
5. Develop DASSL warning protocols
- Levels of emergencies etc.
- Identify DASSL POC on teams
- Build library of demographic specific messages for rapid release
6. Activate social media monitoring system (BuzzMgr™)
7. Market the DASSL system & benefits
8. Iterate, refine, expand


Win/Win Consequences
of Improved Warning Penetration
Communities
• More rapid community response
• Lives may be saved
• Casualties reduced
• Smaller economic impact
• Quicker local recovery
Sports organizations & celebrities
• Fan loyalties deepened and expanded
• Teams, conferences & leagues get value-added
• Increase marketing effectiveness through humanitarian action
• Fans in the stands recover more quickly after local disaster


#DASSL
Kathleen Hessert
Founder & President
BuzzManager, Inc

1.704.541.5942
www.buzzmgr.com
khessert@buzzmgr.com
@kathleenhessert
@buzzmgr


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