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Social Hope:
Social Media in times
of Disaster Relief
#12NTCdisaster
Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!




           or Online using #12NTCdisaster
               at www.nten.org/ntc/eval
The Panel

          Wendy Harman, American Red Cross
                     @wharman


    Carie Lewis, Humane Society of the United States
                      @cariegrls


              Dan Michel, Feeding America
                      @dpmichel




                        Social Hope                    Slide 2
Agenda
• Case Studies from 2011 Disaster Season
   • Examples
   • Learnings
• Future of providing service in times of disaster
   • How does social play into that?




                  Social Hope: #12NTCDisaster        Slide 3
2011 Disaster Season by the Numbers

              99
 major declared disasters by FEMA


                                                  73
                                    billion dollars worth of damages


            >500
   deaths from just the Alabama &
           Joplin tornadoes




                        Social Hope: #12NTCDisaster                    Slide 4
Social Hope: #12NTCDisaster   Slide 5
Feeding America

•   Provide 3 billion pounds of food annually
•   Serve 37 million people in U.S. each year
•   Disaster is a part of what we do – not primary mission




                Disaster Services provides our members
                with updates on disaster activity, resources
                for preparedness, response and recovery
                planning, and guidance for best practices.




                            Social Hope: #12NTCDisaster        Slide 6
Where We Are
Volunteers on the Ground
FA 2011 Disaster Efforts
Deployed national teams (including social media) to:
    •   Alabama, May
    •   Joplin, June




                          Social Hope: #12NTCDisaster   Slide 9
What we did well
Communicated the story of hope
Communicated how people (outside the area) could do to help
Became a participant into existing conversations




                          Social Hope: #12NTCDisaster         Slide 10
What we did well
Recognize and mobilize corporate support




                         Social Hope: #12NTCDisaster   Slide 11
What we could do better
Used Social Media to help guide people to services
Connecting people to local food bank/agencies
Get more pictures/facts up faster
Continued the story/check back




                          Social Hope: #12NTCDisaster   Slide 12
Local Efforts
Ozarks Food Harvest




                      Social Hope: #12NTCDisaster   Slide 13
Social Hope: #12NTCDisaster   Slide 14
Connecting Victims/Providing Hope




 http://youtu.be/ERMQgqEF0yk


                     Social Hope: #12NTCDisaster   Slide 15
The Situation:
•   There’s a hurricane coming.
•   It’s big. And strong.
•   It’s going to affect multiple states.
•   We need to warn people.
•   We need to save animals.
•   There’s no central place for pet owners to get information about
    evacuation, resources, and shelters.
•   Our disaster approach: Prepare > Respond > Recover




                                                  @cariegrls // #12NTCDisaster
What do we do? And how do we do it?
1 – Get the preparation and evacuation messages out
•   identify the audience it affects
•   Coordinate messaging with PR


2 – Tell our story and disseminate important information
•   Put an internal comm infrastructure in place for info gathering
•   Coordinate content with web, email, PR, program


3 – Tell people how they can help
•   Develop a fundraising campaign
•   Coordinate needs on a local level


4 – answer questions and needs from audience
•   Step our monitoring game up


5 - Close the loop
•   What happened to the animals you saved?
•   What did my money go to?

                                                          @cariegrls // #12NTCDisaster
Getting The Message Out
•   First: prepare, then: evacuate WITH
    your pets
•   Who is the audience? Who do we
    have as resources in those areas?
     •   State directors and Care Center
         directors in affected areas
     •   Developed a list of Facebook
         page links and admin contact
         info
     •   We helped monitor, respond, and post to those
         pages since admins were out in the field
     •   Targeted posts to our HSUS Facebook fans living
         in the affected area
•   Messages were taken from press releases and web
    pages (pre-approved content) and boiled down
•   Made it engaging by asking people to send us a pic of
    their disaster kit that included their pets and we gave
    them a window cling

                                                    @cariegrls // #12NTCDisaster
Gathering and Disseminating Info
•   Internal information gathering
     •   Put an internal communications infrastructure in place for web
         content and up-to-the-minute updates from the field
     •   What kind of content do we want in order to tell our story of
         what HSUS was doing? Bite sized info for Twitter, diaries for the
         web, as many photos as possible
     •   National level = Rescue Team coordinator > Web editor
     •   Local level = State Director > Community Manager
     •   Daily meeting to coordinate all content with web, email, social,
         PR
     •   Field responders marked content as external or internal use
•   External information gathering
     •   We followed emergency management orgs like FEMA, Red Cross
         in each affected state on Twitter
     •   Made a list of animal shelters in hurricane’s path and followed
         them for updates



                                                   @cariegrls // #12NTCDisaster
The $64k question: what can I do?
•   People could help on a national and/or local level
•   Developed a fundraising campaign for our Animal Rescue Team’s
    efforts
•   Integrated across all communication channels
•   Created Amazon wish lists for affected shelters
•   Took advantage of our large followings and
targeted Facebook posts to help shelters in need




                                                   @cariegrls // #12NTCDisaster
Answering Questions and Needs
•   Monitored every @ reply on Facebook
•   Monitored hashtags that were being used
•   Created our own hashtag #Irenepets (4,500 uses, seen by 8.5 million
    people in 3 days)
•   Monitored keywords like “flood pet”
•   Answer everyone.
•   Aggregate info for pet owners from multiple sources on our Twitter feed
    (FEMA, shelters)




                                                 @cariegrls // #12NTCDisaster
Closing the Loop
•   If you are committing to answer everyone, provide updates.
•   If you’re going to individualize an animal in a fundraising or storytelling
    campaign, be ready to monitor and report on the fate of that animal.
•   Tell people what their money went to.




                                                    @cariegrls // #12NTCDisaster
THIS is why it’s important to always
be listening and answer everyone.




                         We saved this dog’s life.

                        @cariegrls // #12NTCDisaster
THIS is why it’s important to monitor
comment strings and be responsive.




                         We garnered donations.

                        @cariegrls // #12NTCDisaster
Show compassion in times of crisis.




                        @cariegrls // #12NTCDisaster
Repost Good UGC to create community.




                       @cariegrls // #12NTCDisaster
Give them what they want!




                       @cariegrls // #12NTCDisaster
Next Time…
• Keep feeding tweets and adding to photo album
• Find a way not to miss any @ replies on twitter (keep up)
• Research hashtags already in use, start using own hashtag
  earlier
• Set up tracking ahead of time and take screenshots as they
  happen
• Thank those who donated and shared on Twitter
• Share the credit with other orgs involved – build relationships
• Map of affected shelters – or maybe an app?
• Proactively reach out to Weather Channel, Red Cross, FEMA,
  agencies
• Customize email shares to use our hashtag
• Develop communication guidelines for first responders
• We want a WAR ROOM!


                                            @cariegrls // #12NTCDisaster
@cariegrls // #12NTCDisaster
Public is a Resource
Making Data Actionable
Digital Operations Center
Digital Volunteers
Questions?

Discussion?

Other examples?




              Social Hope: #12NTCDisaster   Slide 34
Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!




           or Online using #12NTCdisaster
               at www.nten.org/ntc/eval

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Social Hope: Social Media in Disasters

  • 1. Social Hope: Social Media in times of Disaster Relief #12NTCdisaster
  • 2. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! or Online using #12NTCdisaster at www.nten.org/ntc/eval
  • 3. The Panel Wendy Harman, American Red Cross @wharman Carie Lewis, Humane Society of the United States @cariegrls Dan Michel, Feeding America @dpmichel Social Hope Slide 2
  • 4. Agenda • Case Studies from 2011 Disaster Season • Examples • Learnings • Future of providing service in times of disaster • How does social play into that? Social Hope: #12NTCDisaster Slide 3
  • 5. 2011 Disaster Season by the Numbers 99 major declared disasters by FEMA 73 billion dollars worth of damages >500 deaths from just the Alabama & Joplin tornadoes Social Hope: #12NTCDisaster Slide 4
  • 7. Feeding America • Provide 3 billion pounds of food annually • Serve 37 million people in U.S. each year • Disaster is a part of what we do – not primary mission Disaster Services provides our members with updates on disaster activity, resources for preparedness, response and recovery planning, and guidance for best practices. Social Hope: #12NTCDisaster Slide 6
  • 10. FA 2011 Disaster Efforts Deployed national teams (including social media) to: • Alabama, May • Joplin, June Social Hope: #12NTCDisaster Slide 9
  • 11. What we did well Communicated the story of hope Communicated how people (outside the area) could do to help Became a participant into existing conversations Social Hope: #12NTCDisaster Slide 10
  • 12. What we did well Recognize and mobilize corporate support Social Hope: #12NTCDisaster Slide 11
  • 13. What we could do better Used Social Media to help guide people to services Connecting people to local food bank/agencies Get more pictures/facts up faster Continued the story/check back Social Hope: #12NTCDisaster Slide 12
  • 14. Local Efforts Ozarks Food Harvest Social Hope: #12NTCDisaster Slide 13
  • 16. Connecting Victims/Providing Hope http://youtu.be/ERMQgqEF0yk Social Hope: #12NTCDisaster Slide 15
  • 17. The Situation: • There’s a hurricane coming. • It’s big. And strong. • It’s going to affect multiple states. • We need to warn people. • We need to save animals. • There’s no central place for pet owners to get information about evacuation, resources, and shelters. • Our disaster approach: Prepare > Respond > Recover @cariegrls // #12NTCDisaster
  • 18. What do we do? And how do we do it? 1 – Get the preparation and evacuation messages out • identify the audience it affects • Coordinate messaging with PR 2 – Tell our story and disseminate important information • Put an internal comm infrastructure in place for info gathering • Coordinate content with web, email, PR, program 3 – Tell people how they can help • Develop a fundraising campaign • Coordinate needs on a local level 4 – answer questions and needs from audience • Step our monitoring game up 5 - Close the loop • What happened to the animals you saved? • What did my money go to? @cariegrls // #12NTCDisaster
  • 19. Getting The Message Out • First: prepare, then: evacuate WITH your pets • Who is the audience? Who do we have as resources in those areas? • State directors and Care Center directors in affected areas • Developed a list of Facebook page links and admin contact info • We helped monitor, respond, and post to those pages since admins were out in the field • Targeted posts to our HSUS Facebook fans living in the affected area • Messages were taken from press releases and web pages (pre-approved content) and boiled down • Made it engaging by asking people to send us a pic of their disaster kit that included their pets and we gave them a window cling @cariegrls // #12NTCDisaster
  • 20. Gathering and Disseminating Info • Internal information gathering • Put an internal communications infrastructure in place for web content and up-to-the-minute updates from the field • What kind of content do we want in order to tell our story of what HSUS was doing? Bite sized info for Twitter, diaries for the web, as many photos as possible • National level = Rescue Team coordinator > Web editor • Local level = State Director > Community Manager • Daily meeting to coordinate all content with web, email, social, PR • Field responders marked content as external or internal use • External information gathering • We followed emergency management orgs like FEMA, Red Cross in each affected state on Twitter • Made a list of animal shelters in hurricane’s path and followed them for updates @cariegrls // #12NTCDisaster
  • 21. The $64k question: what can I do? • People could help on a national and/or local level • Developed a fundraising campaign for our Animal Rescue Team’s efforts • Integrated across all communication channels • Created Amazon wish lists for affected shelters • Took advantage of our large followings and targeted Facebook posts to help shelters in need @cariegrls // #12NTCDisaster
  • 22. Answering Questions and Needs • Monitored every @ reply on Facebook • Monitored hashtags that were being used • Created our own hashtag #Irenepets (4,500 uses, seen by 8.5 million people in 3 days) • Monitored keywords like “flood pet” • Answer everyone. • Aggregate info for pet owners from multiple sources on our Twitter feed (FEMA, shelters) @cariegrls // #12NTCDisaster
  • 23. Closing the Loop • If you are committing to answer everyone, provide updates. • If you’re going to individualize an animal in a fundraising or storytelling campaign, be ready to monitor and report on the fate of that animal. • Tell people what their money went to. @cariegrls // #12NTCDisaster
  • 24. THIS is why it’s important to always be listening and answer everyone. We saved this dog’s life. @cariegrls // #12NTCDisaster
  • 25. THIS is why it’s important to monitor comment strings and be responsive. We garnered donations. @cariegrls // #12NTCDisaster
  • 26. Show compassion in times of crisis. @cariegrls // #12NTCDisaster
  • 27. Repost Good UGC to create community. @cariegrls // #12NTCDisaster
  • 28. Give them what they want! @cariegrls // #12NTCDisaster
  • 29. Next Time… • Keep feeding tweets and adding to photo album • Find a way not to miss any @ replies on twitter (keep up) • Research hashtags already in use, start using own hashtag earlier • Set up tracking ahead of time and take screenshots as they happen • Thank those who donated and shared on Twitter • Share the credit with other orgs involved – build relationships • Map of affected shelters – or maybe an app? • Proactively reach out to Weather Channel, Red Cross, FEMA, agencies • Customize email shares to use our hashtag • Develop communication guidelines for first responders • We want a WAR ROOM! @cariegrls // #12NTCDisaster
  • 31. Public is a Resource
  • 35. Questions? Discussion? Other examples? Social Hope: #12NTCDisaster Slide 34
  • 36. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! or Online using #12NTCdisaster at www.nten.org/ntc/eval