Disaster Alerting through       Sports-based Social Linking:                             The DASSL Initiative             ...
Please tweet or post the following content,         comments & questions using the hashtag(s)                        #DASS...
“Social media influences the rhythm,    velocity, direction & public sentiment    of crises, organically changing the cris...
Social Media:                                     HADR’s New Tool•   Haiti earthquake: Jan ‘10    Tweets: 2.3M #Haiti #Red...
Where Sports, Social Media   & HADR Intersect© 2012 BuzzManager, Inc | All Rights Reserved
Sports Fandom                          Built on Passion & Community© 2012 BuzzManager, Inc | All Rights Reserved
Sports Fans                    Engaged through Social Media • 1 in 4 sports fans engage favorite teams & • athletes on soc...
The DASSL Initiative       Leverage the demonstrated success of sports-based social      media to alert people about impen...
Effective Outreach   in High-risk Areas© 2012 BuzzManager, Inc | All Rights Reserved
Top US Population Centers      9                                                Population in Millions                    ...
Sports Grid                      Professional & College Teams                                  • 32 NFL teams             ...
DASSL Activation Plan     • National emergency             – activate national sports alliance members     • State or regi...
Disaster-prone High Risk State                                                 208 declared disasters since ‘53CALIFORNIA ...
Disaster-prone State                                                            332 declared disasters since ‘53          ...
Disaster-prone State                                                      158 declared disasters since ’53                ...
High-Risk State                                                         68 major declared disasters since ‘53LOUISIANA    ...
Colorado Wildfires:          A Test© 2012 BuzzManager, Inc | All Rights Reserved
Conventional vs. DASSL Response  Relief                                                   Mitigate                        ...
The DASSL Alert Route© 2012 BuzzManager, Inc | All Rights Reserved
@CUBUFFS TEST    Disaster test: HydePark Wildfire July ‘12    Request: Test the DASSL concept on a real & growing emergenc...
Monitor & Engage  BuzzMgr™ Dashboard                                                •   Automated aggregation of main     ...
Global Expansion         Opportunities© 2012 BuzzManager, Inc | All Rights Reserved
Global Expansion                                                Earthquakes, floods, drought & other,                     ...
Global Sports Brands                                  Ice Hockey                                  Montreal Canadiens      ...
Next Steps…© 2012 BuzzManager, Inc | All Rights Reserved
Next Steps      1.      Extend test through 2012 hurricane season              - Florida participant: Tampa Bay Lightning ...
Win/Win Consequences              of Improved Warning Penetration      Communities      • More rapid community response   ...
#DASSL                                                Kathleen Hessert                                                Foun...
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The DASSL Initiative

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Kathleen Hessert and Eric Rasmussen, MD, MDM, FACP believe sports-based social media platforms can be useful information tools in response to natural disasters. Similar to natural disasters, many fan bases are based in specific geographic regions and can be leveraged to help mitigate rather than just clean-up after disasters. Social media communities in the sports world are dramatically more higher engaged than emergency response communities in general. Fans acutely listen to their teams. Please contact BuzzMgr if you're interested in the DASSL Initiative - http://www.buzzmgr.com/contact-us/

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The DASSL Initiative

  1. 1. 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
  2. 2. Please tweet or post the following content, comments & questions using the hashtag(s) #DASSL #WWHGD Tweet me @kathleenhessert or @buzzmgr© 2012 BuzzManager, Inc | All Rights Reserved
  3. 3. “Social media influences the rhythm, velocity, direction & public sentiment of crises, organically changing the crisis & extending its ripple effects.” Kathleen Hessert© 2012 BuzzManager, Inc | All Rights Reserved
  4. 4. 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© 2012 BuzzManager, Inc | All Rights Reserved
  5. 5. Where Sports, Social Media & HADR Intersect© 2012 BuzzManager, Inc | All Rights Reserved
  6. 6. Sports Fandom Built on Passion & Community© 2012 BuzzManager, Inc | All Rights Reserved
  7. 7. 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© 2012 BuzzManager, Inc | All Rights Reserved
  8. 8. 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© 2012 BuzzManager, Inc | All Rights Reserved
  9. 9. Effective Outreach in High-risk Areas© 2012 BuzzManager, Inc | All Rights Reserved
  10. 10. Top US Population Centers 9 Population in Millions 2010 Census 8 7 6 5 6 states = 37% of total 309 M 4 US population 3 2 1 0 Lo C nge H Ph n Ph elp Sa ix Sa nto D Sa N hi ou al go ew s n n n ila oe hia la c a le s st A A D Jo d s Yo n go o ie se rk ni o© 2012 BuzzManager, Inc | All Rights Reserved
  11. 11. 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)© 2012 BuzzManager, Inc | All Rights Reserved
  12. 12. 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© 2012 BuzzManager, Inc | All Rights Reserved
  13. 13. Disaster-prone High Risk State 208 declared disasters since ‘53CALIFORNIA 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© 2012 BuzzManager, Inc | All Rights Reserved
  14. 14. 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© 2012 BuzzManager, Inc | All Rights Reserved
  15. 15. Disaster-prone State 158 declared disasters since ’53 1,800,000 1,600,000OKLAHOMA 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© 2012 BuzzManager, Inc | All Rights Reserved
  16. 16. High-Risk State 68 major declared disasters since ‘53LOUISIANA 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 - Govs Ofc LA Natl Mayor Mich NOLA News New Drew Brees Univ. of LA Coach Miles Emerg. Prep Guard Landrieu Orleans (LSU FB) Saints Organization© 2012 BuzzManager, Inc | All Rights Reserved
  17. 17. Colorado Wildfires: A Test© 2012 BuzzManager, Inc | All Rights Reserved
  18. 18. 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© 2012 BuzzManager, Inc | All Rights Reserved
  19. 19. The DASSL Alert Route© 2012 BuzzManager, Inc | All Rights Reserved
  20. 20. @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© 2012 BuzzManager, Inc | All Rights Reserved
  21. 21. 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© 2012 BuzzManager, Inc | All Rights Reserved
  22. 22. Global Expansion Opportunities© 2012 BuzzManager, Inc | All Rights Reserved
  23. 23. 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 Intl sports teams, leagues, & celebrities who care.© 2012 BuzzManager, Inc | All Rights Reserved
  24. 24. 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: 791,652Football/Soccer Football/SoccerChivas de Guadalajara FC BarcelonaTwitter: 691,505 Twitter: 6,092,375 CricketFB: 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© 2012 BuzzManager, Inc | All Rights Reserved
  25. 25. Next Steps…© 2012 BuzzManager, Inc | All Rights Reserved
  26. 26. 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© 2012 BuzzManager, Inc | All Rights Reserved
  27. 27. 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© 2012 BuzzManager, Inc | All Rights Reserved
  28. 28. #DASSL Kathleen Hessert Founder & President BuzzManager, Inc 1.704.541.5942 www.buzzmgr.com khessert@buzzmgr.com @kathleenhessert @buzzmgr© 2012 BuzzManager, Inc | All Rights Reserved

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