Using Social Media for Firewise Messages


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Ogilvy Public Relations prepared this presentation for a Dec. 9 webinar for NFPA\'s Firewise program

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  • - Thank you for joining us today - We are hoping after this presentation you will be able to tell your Firewise story using social media
  • Why does social media matter? First diagram represents information that you are sharing with people in your network (this can be Facebook friends, Twitter followers) The second diagram represents your friends or followers communicating the information they got from you with their network – information being passed along various networks And the final diagram represents the overall representation of the impact you have made in the social media space. As you can see, the information is now widespread amongst not only your network, but your friends networks as well.
  • Therefore, telling your story with social media increases awareness and the reach of your message Using a simple direction you can engage your audience and personalize messages.
  • We will be taking a further in-depth look at Facebook, Twitter and Youtube. At the end of the presentation, we will also provide you all with a resource sheet that will cover the basic uses of the 3 social media networks.
  • I also wanted to point out that Firewise already has existing social media outlets such as their Facebook fan page ( and Twitter handle ( These are great resources for you all, and we will get to explore them further.
  • There is an existing stereotype that social media sites such as Facebook are geared and populated with teenagers or a younger audience. However, this recent study by shows differently. As of July 4, 2009, 28% of social media users are ages 35 - 54 and 8% are 55 and above. As we can see in the chart, between January 2009 and July 2009, a span of 7 months, there was a 190% growth for users aged 35 to 54 and close to 514% growth for users 55 and above. This is a tremendous difference, and the numbers are still going up.
  • The First site we will be looking at is Facebook (
  • - Putting the above numbers into context, If Facebook was a country - it would be the 3rd more populated country in the world after China and India
  • The Twitter Lists feature is a way to organize the people you’re following on Twitter, or find new people. They offer a way for you to bunch together other users on Twitter into groups so that you can get an overview of what they’re up to. In other words, you can create a list that groups together with similar interests (Collegues, Firewise community members, media lists), and get a snapshot of the things those users are saying by viewing that list’s page, which includes a complete tweet stream for everyone on the list.
  • How to most effectively use social media to your advantage 1. Find your community - people with similar interests. For example, if you are interested in connecting with more people in the Firewise community, have a look at the people that Firewise is following. Also, look for Twitter lists that may interest you, which is a feature that people use to organize the people they follow. 2. Build and connect in your community - follow and engage the people in lists that interest you 3. Engage others and be personable 4. Have something original to contribute - make sure your information is worthy and credible 5. Connect your message to existing conversation - there is information and sources out there that you will be able to retweet 6. Listen and Watch - It is not always important to be the one sharing information, because social media is a great information tool as well 7. Stay informed 8. Have realistic expectations - It takes time to build your social media network and acquire friends
  • Idaho Firewise Community - using social media to their advantage
  • Example 3: Kingston, NY Neighborhood Watch - Like Firewise, this is a program built by community members
  • This is an example of an organization that uses social media during crisis – keep people informed
  • Labor Day 2010 Boulder fire consumed 7,000 acres and 140 structures (including 9 homes owned by fire fighters) In sign of a tech-savvy community, residents immediately began flooding Twitter with hashtag #boulderfire to share information At one point, it was clear that the 911 callback system was not reaching home owner and Twitter became the main way to reach people in the evacuation area quickly As the fire spread, the Humane Society offered homless pet owners a place for their pets – and this was shared primarily through their Twitter accounts Restaurants followed suit with offers of free food and drinks for anyone who was displaced
  • Through the information tweeted, project epic developed this online map indicating the status of the fire and community Most detailed information available in one place
  • Residents shared pictures, news and YouTube videos of the fires on their Facebook pages, blogs, etc
  • Existing Firewise digital content: The Firewise website has a host of social media ready content that you can share. We’ve linked to several areas on the site that you can post and tweet about or use as ideas for original content. Firewise Public Service Announcement - Video Version Firewise Communities Workshop Series - Video Version Everyone's Responsibility: Fire Protection in the Wildland/Urban Interface - Video Version The Oakland Berkeley Hills Fire - Video Version Firefighter Safety - Video Version Developing A Cooperative Approach to Wildland Fire Protection - Video Version Making Your Home Firewise - Video Version
  • - You have these readily available assets to use In today's day and age, we can't afford to sit out of these free and influential mediums of information and sharing
  • Using Social Media for Firewise Messages

    1. 1. Firewise Communities Telling the Firewise Story: Using Social Media for Online Word of Mouth December 9, 2010
    2. 2. Influencer Node Network Dispersion Node + Network Model SOURCE: Six Degrees: The Science of a Connected Age , Duncan Watts Why Does Social Media Matter? The New Theory of Influence
    3. 3. Telling Your Firewise Story W/Social Media <ul><li>Increase awareness </li></ul><ul><li>Reach </li></ul><ul><li>Simple Direction </li></ul><ul><li>Engagement </li></ul><ul><li>Personalization </li></ul><ul><li>Direct dialogue </li></ul>
    4. 4. Know Your Platforms <ul><li>Facebook – broadcast, detail, engagement </li></ul><ul><li>Twitter – broadcast, real-time, engagement </li></ul><ul><li>YouTube – video content, demonstrate </li></ul>
    5. 5. Social Media @ Firewise
    6. 6. Who is using social media? <ul><li>Number of users 35 – 54 has grown 190% </li></ul><ul><li>Number of users older than 55 has increased 514% </li></ul>Source:
    7. 7. <ul><ul><li>Social network are online communities of people who share interests and/or activities </li></ul></ul><ul><ul><li>Members create a profile and use features like message boards, profile posts, pages, fan groups, and applications to interact </li></ul></ul>Social Platform #1 Social Networks: Facebook
    8. 8. of online users globally have created a social network profile 58% 500 million on Facebook alone
    9. 9. Facebook tabs allow brands to break out content and conversation into custom environments Fans of the brand get automatic updates in their News Streams Fans can “like” or comment on content The Wall can display messages, news, links, photos and video from the brand or fans
    10. 10. <ul><ul><li>Microblogging is a form of status updating that allows users to publish posts of 140 characters of less </li></ul></ul>Social Platform #2 Microblogging: Twitter <ul><ul><li>Users can update via text message, IM, E-mail, or the web </li></ul></ul><ul><ul><li>Microblogging communities form around passions as members share updates, comment on others’ status, and engage in two way dialogue. </li></ul></ul><ul><ul><li>80% of Twitter usage is from a mobile device </li></ul></ul><ul><ul><li>Twit pic to share photos </li></ul></ul>
    11. 11. visit Twitter each month 75 million 50 million Tweets each day
    12. 12. Sites like and tinyurl shorten long URLs Placing “@” before a users name signifies a public ping to a particular user. Number of people receiving a user’s tweet, number of people following that user’s updates, and the number of user created favorite lists that user is a part of Social Platform #2 Microblogging
    13. 13. <ul><li>Multimedia sites allow users to share audio, images, and video with each other </li></ul><ul><li>YouTube is #2 search engine after Google </li></ul><ul><li>More videos watched than Google searches made every month </li></ul><ul><li>Every demographic views photos and videos </li></ul>Platform #3 Multimedia Sharing
    14. 14. Tags help users find related content. URLs and Embed codes make it easier to email the video or post it elsewhere Viewers can rate the video. Users can leave comments and dialogue Social Platform #3 Multimedia Sharing
    15. 15. Building a Network <ul><li>Have realistic expectations </li></ul><ul><li>Find your community (Twitter lists) </li></ul><ul><li>Build and connect in your community </li></ul><ul><li>Engage others and be personable </li></ul><ul><li>Have something original to contribute </li></ul><ul><li>Stay informed/Credibility </li></ul><ul><li>Connect your message to existing conversations </li></ul><ul><li>Listen and watch </li></ul>
    16. 16. Social Media Example Idaho Firewise
    17. 17. Social Media Example Idaho Firewise
    18. 18. Wilderness Ranch: Firewise Community
    19. 20. Social Media Example Kingston, NY Neighborhood Watch
    20. 21. Social Media Example Kingston, NY Neighborhood Watch
    21. 22. Social Media Example National Hurricane Center
    22. 23. Social Media Example National Hurricane Center
    23. 24. Hashtags help users distinguish or search for specific conversations or topics Boulder Fire Twitter Awareness
    24. 25. Boulder Fire Twitter Awareness Source: Project Epic
    25. 26. Boulder Fire YouTube Awareness
    26. 27. Social Media-Ready Content <ul><li>Existing Firewise digital content </li></ul><ul><ul><li>Firewise hints </li></ul></ul><ul><ul><li>Firewise How-to Guides </li></ul></ul><ul><ul><li>Firewise photo gallery </li></ul></ul><ul><ul><li>Firewise press releases </li></ul></ul><ul><ul><li>Public Service Announcements </li></ul></ul><ul><ul><li>Videos </li></ul></ul>
    27. 28. Using Social Media Today <ul><li>Publish your area’s top 10 Firewise tips </li></ul><ul><li>Inform local communities of approaching wildfires </li></ul><ul><li>Raise awareness </li></ul>
    28. 29. QUESTIONS?
    29. 30. Thank You <ul><ul><li>Shefali Vyas </li></ul></ul><ul><ul><li>Blake Bowyer </li></ul></ul><ul><ul><li>Tiana Allen </li></ul></ul><ul><ul><li>Ogilvy Public Relations Worldwide </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul>