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Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media
 

Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media

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Slides from my presentation from #PSEweb 2011, delivered Friday May 20 in Toronto.

Slides from my presentation from #PSEweb 2011, delivered Friday May 20 in Toronto.

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    Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media Presentation Transcript

    • Fire + Ice Status Updates + Tweets Status Updates + Tweets Emergency communications in the social media age Ryan McNutt New Media Officer Communications and Marketing Flickr user: morten gade
    • Flickr user: gsloan
    • Moi
      • Dalhousie’s new media officer since 2008
      • Freelance music writer + musicology student
      • My brother is a bigger deal on the Interweb than me and I’m mostly sorta okay with that
    • “ What’s that? There’s a fire at the ol’ college schoolhouse?!?!”
    • INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004 Flickr user: micmol
    • Goals
      • Utilize our social media channels and monitoring software to identify and respond to our audiences’ information needs.
      • Provide timely and relevant information about emerging situations throughout the multi-platform web environment.
      • Increase community membership, building channels for other communications and marketing objectives.
    • Tactics
      • Dalhousie University Facebook page
        • 4,400 fans (Sept. ’10)
      • @dalnews twitter account
        • 950 followers (Sept. ’10)
      • Dal News website w/comment feature
        • 17,200 page views/week (2010)
    • Prologue – Planning
      • Integration of new media officer into emergency communications operations.
      Director of Security AVP Communications & Marketing Media Web Social Media Outreach to journalists Email, website update, text messaging Facebook, Twitter, etc.
    • Prologue - Planning
      • Adoption of social media monitoring/measurement software
    • Chapter 1 – Asbestos
      • April 8, 2010
      • Life Sciences Centre building undergoing renovations
      • Asbestos discovery forces morning evacuation; subsequent re-entry order is rescinded
      • Building ends up closed for the weekend as Dept. of Labour inspects
    •  
    • INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
    • INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
    • Chapter Two – Fire
      • July 24, 2010 (evening)
      • Fire breaks out on the 8th floor of the Life Sciences Centre
      • Piece of construction equipment on roof causes explosion heard throughout the city
      • News of fire spreads rapidly on Twitter
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    • INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
    • INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
    • Chapter 3 - Hurricane Earl
      • September 4, 2010
      • Day before residence move-in for new students
      • Made landfall just south of Halifax as a category 2 hurricane (120 km/hr)
      • 252,000 residences (1 million people) left without power, almost 100,000 for more than 24 hours
    • INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
    • INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
    •  
    • Evaluation
      • Quick, timely responses earned positive feedback from audiences, internal stakeholders and external observers
      • Helped in identifying deeper communications issues (discontent with Life Sciences’ retrofit)
      • All three social channels grew in 2010: Facebook 155%, Twitter 217%, Dal News 14%
    • Social results
      • Facebook
        • 46 post likes, 43 user comments, 746 new fans (two week period), 911 clickthroughs to Dal News
      • Twitter
        • Retweets: 65 retweets, 198 new followers (two week period), 353 clickthroughs to Dal News
      • Dal News
        • 29,962 page views, 181 comments
    • What we learned
      • Opportunities
        • Audience
        • Social capital
        • Information sourcing
        • Reliability
        • Human-ness
        • Speed
      • Challenges
      • Detail Translation Speed
    • Ryan McNutt [email_address] @ryanmcnutt mcnutt.wordpress.com Linkedin.com/in/ryanmcnutt THE END Presentation prep soundtrack ...questions? Fucked Up David Comes to Life One Hundred Dollars Songs of Man Austra Feel it Break Sloan The Double Cross Miracle Fortress Was I The Wave? Colin Stetson New History Warfare Vol. 2 - Judges