NCA Conference Panel: The Role of Social Media in Hurricane Sandy - A Public Relations Perspective

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Presented on November 23rd at the NCA Conference in Washington DC. A look at 3 organizations that grappled with the Hurricane Sandy crisis: Con Edison, MTA, JetBlue. Also includes a 4-Part Crisis Communications Plan: Readiness, Response, Reassurance, Recovery.

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NCA Conference Panel: The Role of Social Media in Hurricane Sandy - A Public Relations Perspective

  1. 1. The Role of Social Media in Hurricane Sandy November 23, 2013 NCA Conference, Washington DC Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slides available at slideshare.net/sfathi
  2. 2. SM & HURRICANE SANDY NYC  TIMELINE   October 22 - November 5: Kills at least 117 in US & 69 in Canada & Caribbean including 53 in NY, 34 in NJ •  October 28 •  MTA suspends subway and rail services •  NYC orders evacuation of low-lying areas •  Schools close. Broadway shuts down. Airlines cancel flights. •  October 29 •  NYSE Shuts down •  Hurricane makes landfall in NJ •  October 30: NY/NJ airports remain closed •  November 3: •  ConEd restores power to 70% of those who lost it •  MTA restores 80% of ©  Affect     services subway Presented  at  AMB  |  June    2012  
  3. 3. U?lity  company  for  NYC  and  Westchester  serving   approximately  9  million  customers   4  
  4. 4. Con  Edison  Social  Media   •  •  •  •  •  •  5   Con  Edison  ‘War  Room’:  24/7  Staffing   Pre-­‐Sandy:  6,500  TwiZer  Followers     Post-­‐Sandy:  23,000  TwiZer  Followers   2,500+  RTs  on  Press  Releases   25  Videos  with  100,000+  Views   140,000  Views  on  Flickr  of  Restora?on   Efforts  
  5. 5. Sen?ment  on  Social  
  6. 6. Con  Edison  Trends:  Oct.  26  –  Nov.  12   161,000+  Total  men?ons   Top  Ac'vity     Various  Ac'vity  Snapshot   Dates   (e.g.  Top  Handles)       29-Oct 2-Nov 30-Oct Approximate     Men'ons   Highest hour ever, 10 p.m.: Substation “explosion” Various topic mentions & Con Edison expects Manhattan restoration by Sat. 40,247 Various mentions re: outages in NYC 23,523 28,356
  7. 7. @ConEdison  Tweet  History   -­‐  Between  10/26  –  11/12   8  
  8. 8. MTA & Social Media •  Primary communication channels about MTA service, facilities and plans: –  mta.info –  Press/Media –  Various MTA agency social media handles and YouTube account –  Digital Urban Panels –  On the Go Station Kiosks –  E-mail/Text Alerts 9
  9. 9. MTA & Social Media •  Web, Twitter, Facebook, Flickr Updates •  Videos via YouTube •  Four Basic Categories of Media shared –  Before: Preparation –  During: Storm Hits –  Aftermath, Part 1: Damage –  Aftermath, Part 2: Restoration 10  
  10. 10. Updates via Twitter and Facebook •  Posts  and  RTs  of  Major   Announcements  by  Governor   •  Status  of  our  Infrastructure   •  Service  Updates   –  Subway,  Buses,  LIRR,  MNR,  B&T  have   separate  accounts   •  Photos  shared  to  tell  the  story   •  Links  to  Updated  Maps  and   Service  No?ces   –  Real  ?me  posts   –  RT’ing  self  every  hour   •  Responses  to  Ques?ons   –  “For  everyone  asking  about  …”     11  
  11. 11. Hurricane Sandy Recovery Map •  Constantly  updated  the   map  as  service  was  restored     •  Each  ?me  the  map  was   updated,  we  immediately   posted  it    to  TwiZer  &   Facebook     •  Feedback  from  customers   was  overwhelmingly   posi?ve   12
  12. 12. Photos & Video •  Uploaded  to  Flickr  &  Facebook   •  Tweeted  Links  to  Flickr  and  YouTube  footage   –  Whole  galleries,  individual  s?lls  &  behind  the  scenes  video   13  
  13. 13. Public Response Metropolitan  Transporta?on  Authority   14
  14. 14. jetBlue  Crisis  Plan   Phase  I:  Secure  Crewmembers  &  assets   Phase  II:  Confirm  loca?on  &  status     Phase  III:    Paced  resump?on  of  service    
  15. 15. CRISIS COMMUNICATIONS CORE  CONCEPTS   4 Phases of Crisis Communications •  Readiness Readiness   •  Response •  Reassurance •  Recovery Recovery   Response   Reassurance   ©  Affect     Presented  at  AMB  |  June    2012  
  16. 16. CRISIS COMMUNICATIONS RECOGNIZING  CRISES   Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment •  Internal •  External Employees Acts of Nature Facilities Market Vendors/Suppliers Legal Restrictions/Law Distributors/Resellers Customers Product Advocacy Groups ©  Affect     Presented  at  AMB  |  June    2012  
  17. 17. CRISIS COMMUNICATIONS CRISIS  SCENARIOS  IN  THE   AGE  OF  SOCIAL  MEDIA   1.  Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2.  Employee arrested for hit and run accident – Now Appearing in Google Search 3.  Employee caught abusing drugs – Now Posted on his Facebook Profile 4.  Customer credit card details leaked – Now On Twitter 5.  Employee posts rant on company and exposes confidential information – Now on YouTube 6.  Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog ©  Affect     Presented  at  AMB  |  June    2012  
  18. 18. CRISIS COMMUNICATIONS CORE  CONCEPTS   READINESS   Anticipating a Crisis Readiness   1.  Crisis Mapping (SWOT Analysis) 2.  Policies and Procedures (Prevention) 3.  Crisis Monitoring Recovery   4.  Crisis Communications Plan Response   5.  Crisis Action Plan 6.  Crisis Standard Communications Template ©  Affect     Reassurance   Presented  at  AMB  |  June    2012  
  19. 19. CRISIS COMMUNICATIONS RESPONSE  TIMES   How long before the $@!& hits the fan?
  20. 20. CRISIS COMMUNICATIONS RESPONSE   What’s in the Toolkit? Develop  materials:   •  Messages/FAQ   •  Prepared  statements   •  Press  release  template   •  Customer  leZers   Train  employees   Prepare  channels:   •  Hotline   •  Dark  site   •  Social  Media     ©  Affect     Presented  at  AMB  |  June    2012  
  21. 21. CRISIS COMMUNICATIONS RESPONSE   Preparing a Response 1.  Don’t delay Readiness   2.  Acknowledge situation 3.  Acknowledge impact and ‘victims’ 4.  Commit to investigate Recovery   Response   5.  Commit to sharing information and cooperation with relevant parties 6.  Share corrective action plan if Reassurance   available 7.  Respond in the format in which the crisis was received** ©  Affect     Presented  at  AMB  |  June    2012  
  22. 22. CRISIS COMMUNICATIONS REASSURANCE   Who to Reassure? How to Reassure? 1.  Develop full response plan Readiness   2.  Put plan into action: Immediate remedy 3.  Communicate results of plan and impact 4.  Reaffirm commitment to correction Recovery   Response   5.  Demonstrate results of program Reassurance   ©  Affect     Presented  at  AMB  |  June    2012  
  23. 23. CRISIS COMMUNICATIONS RECOVERY   Preparing a Long-term Recovery Plan 1.  Review need for operational, regulatory, Readiness   environmental and employee changes 2.  Develop long-term plan including policies and prevention tactics Recovery   3.  Reassess crisis plan Response   4.  Regain customer/public trust Reassurance   ©  Affect     Presented  at  AMB  |  June    2012  
  24. 24. The Role of Social Media in Hurricane Sandy November 23, 2013 NCA Conference, Washington DC Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slides available at slideshare.net/sfathi

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