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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.

Published in: Education, Technology, Business
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Transcript

  • 1. 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
  • 2. Flickr user: gsloan
  • 3. 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
  • 4. “ What’s that? There’s a fire at the ol’ college schoolhouse?!?!”
  • 5. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004 Flickr user: micmol
  • 6. 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.
  • 7. 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)
  • 8. 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.
  • 9. Prologue - Planning
    • Adoption of social media monitoring/measurement software
  • 10. 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    • Asbestos discovery forces morning evacuation; subsequent re-entry order is rescinded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
  • 11.  
  • 12. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 13. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 14. 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
  • 15.  
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  • 23. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 24. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 25. 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
  • 26. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 27. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  • 28.  
  • 29. 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%
  • 30. 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
  • 31. What we learned
    • Opportunities
      • Audience
      • Social capital
      • Information sourcing
      • Reliability
      • Human-ness
      • Speed
    • Challenges
    • Detail Translation Speed
  • 32. 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

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