Social Media Junction 2 – Auckland
Unless indicated otherwise,
presentation is licensed
by @darrenwhitelaw :
@DarrenWhitelaw.
Online is now critical
in emergencies.
• 2007 Californian Bushfires
• 2007 Californian Bushfires
• Virginia Tech shootings
• 2007 Californian Bushfires
• Virginia Tech shootings
• Chinese Earthquake 2008
@CarelPedre
• 2007 Californian Bushfires
• Virginia Tech shootings
• Chinese Earthquake 2008
• Haiti
• 2007 Californian Bushfires
• Virginia Tech shootings
• Chinese Earthquake 2008
• Haiti
• Colorado wildfires
• 2007 Californian Bushfires
• Virginia Tech shootings
• Chinese Earthquake 2008
• Haiti
• Colorado wildfires
• Christchur...
Reacting to the thirst for information after Black Saturday
Let’s first reflect for a moment…
173
The worst natural disaster in Australia’s history
Victorian Fire Map 9 February 2009, dse.vic.gov.au
Yarra Valley, Black Saturday, Flickr
Labertouche, Black Saturday, Drouin West CFA
Gippsland, Black Saturday, Flickr
Steels Creek home, Black Saturday, Daniel Cleaveley
Tynong CFA, Black Saturday, Flickr
CFA, Black Saturday, Flickr
CFA truck, Black Saturday, Flickr
Bunyip State Forest, Black Saturday, Anthony Brownhill
Firestorm, 9 February 2009, Seven News
Yarra Valley surrounds, March 2009, Elizabeth O’Donoghue
Flowerdale, 20 February 2009, Bob Meister
Kinglake Petrol Station, 8 March 2009, Neil Creek
Marysville, 17 April 2009, Flickr
Narbethong, near Healesville, The Age
Kinglake, Aerial view, news.com.au
Emergency protocols were activated
• State-wide
emergency centre
(IECC)
Australasian Inter-service Incident Management Sys...
Traditional channels couldn’t cope
The idea was to divert non-urgent traffic
Showing support for our volunteers
“...no matter what
colour their
uniform, they did
a wonderful job
against odds that
the human mind
can’t fathom”
Over 9,300 fans and still growing…
An active, engaged community...
9,300 x 150
An active, engaged community...
9,300 x 150
=
1,209,000
Preparing for
this fire season…
Going to where people are
Helps people find out how fire ready they are
Make sharing a key part of your approach
...to tap into the power of family and friends
Putting info at people’s fingertips
bit.ly/FireApp
Putting info at people’s fingertips
bit.ly/FireApp
Putting info at people’s fingertips
bit.ly/FireApp
The importance
of listening…
First up, grow bigger ears!
Listen to your own staff
Who said there’s no such thing as a free lunch?
Looking Glass
And there’s plenty of paid services too…
Learn from the wisdom of crowds
Think BIG
Start SMALL
Fail FAST
And a final piece of advice...
By @solutist
So what have we learnt?
• Listen first
• Go where people are
• Make it easy to share
• Leverage existing networks
• Perpet...
Whew! That’s it… questions?
Re-using this presentation? The fine print…
• Parts of this presentation not under copyright or licensed to others (as ind...
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Social media in a crisis - helping with bushfire disaster
Upcoming SlideShare
Loading in...5
×

Social media in a crisis - helping with bushfire disaster

3,638

Published on

One account of how social media was used after Black Saturday bushfire disaster (Victoria, Australia) to help divert non-urgent traffic.
Includes overview of Facebook and iPhone apps for next fire season, lessons learnt.

Published in: Technology, Business
3 Comments
3 Likes
Statistics
Notes
  • Fantastic stuff, Darren. Not just for Goverment's engagement with the public, but also cross-agency collboration in a crisis.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Really good presentation Darren - loving all the different cases you've used.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi Darren,

    This is a great preso, works well on its own. I see that social media has great benefit in diverting non-essential traffic from key services (phone lines, main website etc), and for raising awareness before a disaster occurs, but what do you see as the role for social media as a disaster is in process?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
3,638
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
3
Likes
3
Embeds 0
No embeds

No notes for slide
  • Flame image by patita_rds's available at http://www.sxc.hu/photo/1192859 modified by @DarrenWhitelaw using Photoshop
  • Let me start with a disclaimer:
    All opinions are mine, and don’t necessarily reflect official comment or position of the department
    Also some of you may be aware Victoria is currently in the middle of an election campaign – so I want to be clear I am politically neutral and not making any comment or judgement on government policy then or now.
    Whew… now that’s over…
    About me:
    Victoria’s Justice Department
    About me
    Victoria one of the most bushfire prone places in the world
    Victoria’s integrated emergency response
    All hazards, all agencies
    60,000 CFA volunteers
    Communication, not emergency response
    Doing more in the online space
    Strategic online activity
    New Media Group.
    Crowd image by Ryan Glanzer available at http://www.sxc.hu/photo/600977
    Police image by John Trif via http://www.sxc.hu/photo/837248
    CFA image by Iamagloworm via http://www.flickr.com/photos/iamagloworm/377370060/
    County Court of Victoria by Superciliousness http://www.flickr.com/photos/superciliousness/86386368/
    Racing image by O Sedgman http://www.flickr.com/photos/austhorseracing/4280964043/
    Money by Martin Kingsley via http://www.flickr.com/photos/coyotejack/1812312679/
  • Work in crisis management?
    Work in Government?
    In a company that does, or wants to do work FOR government?
    Emergency management professionals?
    The rest of you can sit back and hear some war stories about cutting through red tape and just getting stuff done
    What I’ll be covering:
    • My experience with Black Saturday and how we used social media• How we’re using SM for this fire season
    And some of the things I’ve learnt along the way:
    • The importance of listening• Making sharing a key part of your social media strategy• Going to where people are
    Image by Trouni via Flickr.com available at http://www.flickr.com/photos/45694860@N08/4319368877/sizes/o/
  • The reality of a crisis today
    Erupts with unprecedented speed
    An insatiable thirst for news
    Anyone can break news
    Porous boundaries between social and traditional media
    (From Tactical Transparency)
    More than just info: Practical help for operations
    Social media can relieve phone calls
  • Californian bushfires – twitter, Google maps, schools and business closures
    Refer article in New Scientist about research paper by Leysia Palen of the University of Colorado
  • Virginia Tech shootings – Wikipedia page created within 90 mins. Facebook group (I’m OK at VT) just 20 minutes after.
  • Chinese Earthquake: First message posted by Twitter user scribeoflight at 2:35:33pm Beijing local time, and said simply: “earthquake. not sure how big. maybe four”. The earthquake occurred at 2:28pm. US Geological Survey operates a “did you feel it” site for locals to report seismic activity
  • 1 million social media posts about Haiti
    Half in the first week
    Mobile SMS
    Text 4636 with emergency info and location
    $35m raised using mobile phones
    Source: http://www.slideshare.net/Dlazarow/ngos-responding-to-crisis-using-social-media-to-meet-new-challenges-the-case-of-haiti
  • Boulder Sheriff’s emergency alert system failed
    Best way of notifing evacuations and other information through Twitter or Facebook.
    Hashtag #boulderfire 
  • New Zealand – earthquake in Christchurch in September
    People telling family they were OK
    45,000 tweets on Christchurch quake
  • This is Victoria’s Integrated Emergency Coordination Centre…
    …got the call on the Sunday morning…
    (story about no plan and space for social media)
  • A series of fires that ignited or started burning across Victoria on Saturday 7 February 2009
    Total of 173 people killed, another 500 injured
  • Up to 400 individual fires recorded
    Started with worst-ever bushfire conditions recorded – intense heat (40°c), strong winds up to 120kph, dry bushland
  • Destroyed 2,200 homes
    Wiped out or severely damaged towns of Kinglake, Marysville, Narbethong, Strathewen and Flowerdale
  • Wiped out or severely damaged towns of Kinglake, Marysville, Narbethong, Strathewen and Flowerdale
  • More than 4,000 firefighters responded
    Took nearly one month to extinguish all the fires
  • Destroyed 2,200 homes.
  • 2007 Californian bushfires – twitter, Google maps, schools and business closures
    Virginia Tech shootings – Wikipedia page created within 90 mins. Facebook group (I’m OK at VT) just 20 minutes after.
    2008 Chinese Earthquake: First message posted by Twitter user scribeoflight at 2:35:33pm Beijing local time, and said simply: “earthquake. not sure how big. maybe four”. The earthquake occurred at 2:28pm. US Geological Survey operates a “did you feel it” site for locals to report seismic activity
    Haiti earthquake in January this year (2010)
  • 1.5m visits to the CFA site
    CFA and DSE sites melted down
    80% of all government traffic
    CFA visits accounted for 5% of all government traffic across Australia
    Red Cross donation page clogged
    IECC systems frantic, online secondary
    Bushfire hotline – 9,000 calls per hour
    Impact on 000
    International traffic magnified problems
    Web taskforce formed.
    Image by Whrelf Siemens available at http://www.sxc.hu/photo/202295
  • The cloud and SAAS came to the rescue
    Little bit of delay dealing with Crown Copyright
    Using 19th Century thinking
  • 1.5m visits to the CFA site
    CFA and DSE sites melted down
    80% of all government traffic
    CFA visits accounted for 5% of all government traffic across Australia
    Red Cross donation page clogged
    IECC systems frantic, online secondary
    Bushfire hotline – 9,000 calls per hour
    Impact on 000
    International traffic magnified problems
    Web taskforce formed.
    Image by Whrelf Siemens available at http://www.sxc.hu/photo/202295
  • Used fast, low-cost ways to react
  • Spread virally
    A total of 85,994 views
    Only for questions…
    Around one-quarter interact with it
    26,373 latest news
    1,382 Flickr
    2,990 Twitter
    5,504 donate site.
  • The custom site allows people to stick their own virtual post-it note, with a message of thanks to the 90,000-plus emergency services volunteers in Victoria.
    The campaign originally ran for three months, but site has continued to be maintained because of the popularity.
    Also contains blogs, YouTube videos, Flickr photos and integrates with Facebook using Facebook Connect.
    Built using Joomla, open-source freeware.
    A widget provides linkages between traditional webpages and social media channels.
    Also uses a Google maps mashup to display location of people posting messages, to get some neighbourhood rivalry going – whose town can send the most messages?
    Visitors to the site can join the associated Facebook fan page with a single click by selecting “Become a fan”. Allows the two sites to essentially ‘feed’ off one another.
  • Some examples of the types of authentic engagement received.
  • This photo was submitted using the Facebook fans page.
    The caption reads:
    I took this during the Black Saturday campaign and edited it in Photoshop when I got home, the young man in question is from my Region and on his second ever strike team.
  • Facebook = where the crowd is
    People already have an established profile
    Are already active and contributing online
    Keen to build their reputation by being seen to contribute to this cause
    Bureau of Meteorology - 632 fans
    Victoria Police - 1,330 fans
    That’s Melbourne - 3,189 fans
    John Brumby - 332 fans
  • After Black Saturday bushfires, Victorian Government invested in a TV campaign to demonstrate support for the 90,000 emergency services volunteers (including CFA, SES, Life Saving Victoria, CERT).
    The campaign was supported by an online call-to-action, with a special website built so people could leave a message of support for the volunteers (http://www.volunteer.vic.gov.au). We built an online community of more than 10,000 supporters, through a grass-roots social media campaign using Facebook and Twitter.
  • Going to where people are
  • Real time info, direct from the control centre
  • A quick way of people finding out the main things they need to do to be fire ready.
  • The official iPhone app is free and can be downloaded from the iTunes store via http://bit.ly/FireApp
    Combines the GPS location-aware functions of the phone, to plot the nearest fires – as well as linking into the Bureau of Meteorology warnings and fire danger ratings (during the fire season).
    Already around 5,000 downloads so far
  • Sharing is built into the DNA – messages come from friends, not CFA
  • Ushahidi, means "witness" in Swahili
    First developed in 2008 to map reports of violence in Kenya after the election
    Plots reports from citizens sent by web and mobile phone onto a google map
    Also called “activist mapping”
    Also been used in Haiti, Chile and now...
  • This is not officially supported
    Built by the community
    Keeping a close eye on how people use it this fire season
  • This is only an idea on the drawing board at this stage...
  • After Black Saturday bushfires, Victorian Government invested in a TV campaign to demonstrate support for the 90,000 emergency services volunteers (including CFA, SES, Life Saving Victoria, CERT).
    The campaign was supported by an online call-to-action, with a special website built so people could leave a message of support for the volunteers (http://www.volunteer.vic.gov.au). We built an online community of more than 10,000 supporters, through a grass-roots social media campaign using Facebook and Twitter.
  • Listen and learn… who is saying what?
  • Integrated emergency coordination centre
  • This is a saying, used by my colleague Pat McCormick (@solutist), that has become our new matra around the office
  • Image by Evgeniy Lukyanov (http://www.sxc.hu/photo/656708)
  • Provided an overview of the bushfires
    How we reacted to the thirst for info
    Things planned for this fire season
    The importance of listening, sharing
    Go to where people are
    ...and hopefully left you with some things to think about…
  • Transcript of "Social media in a crisis - helping with bushfire disaster"

    1. 1. Social Media Junction 2 – Auckland Unless indicated otherwise, presentation is licensed by @darrenwhitelaw :
    2. 2. @DarrenWhitelaw.
    3. 3. Online is now critical in emergencies.
    4. 4. • 2007 Californian Bushfires
    5. 5. • 2007 Californian Bushfires • Virginia Tech shootings
    6. 6. • 2007 Californian Bushfires • Virginia Tech shootings • Chinese Earthquake 2008
    7. 7. @CarelPedre • 2007 Californian Bushfires • Virginia Tech shootings • Chinese Earthquake 2008 • Haiti
    8. 8. • 2007 Californian Bushfires • Virginia Tech shootings • Chinese Earthquake 2008 • Haiti • Colorado wildfires
    9. 9. • 2007 Californian Bushfires • Virginia Tech shootings • Chinese Earthquake 2008 • Haiti • Colorado wildfires • Christchurch earthquake
    10. 10. Reacting to the thirst for information after Black Saturday
    11. 11. Let’s first reflect for a moment… 173
    12. 12. The worst natural disaster in Australia’s history Victorian Fire Map 9 February 2009, dse.vic.gov.au
    13. 13. Yarra Valley, Black Saturday, Flickr
    14. 14. Labertouche, Black Saturday, Drouin West CFA
    15. 15. Gippsland, Black Saturday, Flickr
    16. 16. Steels Creek home, Black Saturday, Daniel Cleaveley
    17. 17. Tynong CFA, Black Saturday, Flickr
    18. 18. CFA, Black Saturday, Flickr
    19. 19. CFA truck, Black Saturday, Flickr
    20. 20. Bunyip State Forest, Black Saturday, Anthony Brownhill
    21. 21. Firestorm, 9 February 2009, Seven News
    22. 22. Yarra Valley surrounds, March 2009, Elizabeth O’Donoghue
    23. 23. Flowerdale, 20 February 2009, Bob Meister
    24. 24. Kinglake Petrol Station, 8 March 2009, Neil Creek
    25. 25. Marysville, 17 April 2009, Flickr
    26. 26. Narbethong, near Healesville, The Age
    27. 27. Kinglake, Aerial view, news.com.au
    28. 28. Emergency protocols were activated • State-wide emergency centre (IECC) Australasian Inter-service Incident Management System Chief Fire Officer • Emergency information committee (EMJPIC) • Fire Communication Taskforce • Our role: support non-emergency communication activities.
    29. 29. Traditional channels couldn’t cope
    30. 30. The idea was to divert non-urgent traffic
    31. 31. Showing support for our volunteers
    32. 32. “...no matter what colour their uniform, they did a wonderful job against odds that the human mind can’t fathom”
    33. 33. Over 9,300 fans and still growing…
    34. 34. An active, engaged community... 9,300 x 150
    35. 35. An active, engaged community... 9,300 x 150 = 1,209,000
    36. 36. Preparing for this fire season…
    37. 37. Going to where people are
    38. 38. Helps people find out how fire ready they are
    39. 39. Make sharing a key part of your approach
    40. 40. ...to tap into the power of family and friends
    41. 41. Putting info at people’s fingertips bit.ly/FireApp
    42. 42. Putting info at people’s fingertips bit.ly/FireApp
    43. 43. Putting info at people’s fingertips bit.ly/FireApp
    44. 44. The importance of listening…
    45. 45. First up, grow bigger ears!
    46. 46. Listen to your own staff
    47. 47. Who said there’s no such thing as a free lunch?
    48. 48. Looking Glass And there’s plenty of paid services too…
    49. 49. Learn from the wisdom of crowds
    50. 50. Think BIG Start SMALL Fail FAST And a final piece of advice... By @solutist
    51. 51. So what have we learnt? • Listen first • Go where people are • Make it easy to share • Leverage existing networks • Perpetual beta • Measure and report • Share your successes.
    52. 52. Whew! That’s it… questions?
    53. 53. Re-using this presentation? The fine print… • Parts of this presentation not under copyright or licensed to others (as indicated) have been made available under the Creative Commons Attribution Share Alike 3.0 Australia Licence. • Put simply, this means: – You are free to share, copy and distribute this work – You can remix and adapt this work • Under the following conditions – You must attribute the work to the author: Eg Darren Whitelaw (links to http://twitter.com/darrenwhitelaw) – You must share alike – so if you alter or build upon this work you have to keep these same conditions • Unless stated otherwise, the information in this presentation is the personal view of the author and does not represent official policy or position of his employer. Products mentioned do not imply official endorsement.

    ×