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Keeping Your Business Going with Social Media

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Keeping your business going in an emergency with social media. Presentation for the 2011 EPICC Conference at the Justice Institute of British Columbia in New Westminster, British Columbia.

Keeping your business going in an emergency with social media. Presentation for the 2011 EPICC Conference at the Justice Institute of British Columbia in New Westminster, British Columbia.

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  • There are many platforms. Here are the big onesFacebook – 500+ million users – Largest social network in human historyTwitter – 200+ million usersYouTube – 600+ million users
  • * Facebook 50 million likes per day for brands - * Facebook Ad Sales Chief Carolyn Everson - May, 2011* Saying yes to affinity and interest
  • Digital communication is about web values: Being open, listening, amplifying and connecting This is more than tactical tools Fundamental shift in expectations and behaviors Impacting all areas of our culture, politics and business
  • Strategic thinking, not tactics Know why you are doing it
  • Strategic thinking, not tactics Know why you are doing it
  • Gatorade and many other big, mostly commercial brandsWhat does it take to actively engage millions? Communications monitoring teams to listen, learn and engage with their stakeholdersSmart organizations are taking a similar approach on a scale appropriate for their organization
  • Dominos pizzaUse social to get out in front of issuesSet the tone with media and the communityBe prepared for feedbackSocial media is more than marketing, it’s about engagement
  • Internet is inherently self healing Dependent on infrastructure in immediate areas Social networks can rally outside of effected areas
  • The internet is becoming a go to source for real-time information in a disaster Sometimes the internet stays up, but people tend to access it by mobile devices as long as cellular service stays availableEventually, the power failed. The radio signal died. Other than Internet postings, there was no public warning.“They’re saying check our website, check Facebook. Who’s walking around with an iPhone or a laptop?”
  • Mumbai terrorist attacks: Twitter uses on the ground send vital real-time information Australian Fire Authority used Twitter to send information on fires, how to donate, how to help Red River floods – FEMA communicating with 2,600 users on status FDA recalls pistachios communicating with 3,000 people on the ground
  • American Red Cross - Social Media in Disasters and Emergencies - August, 2010
  • American Red Cross - Social Media in Disasters and Emergencies - August, 2010
  • American Red Cross - Social Media in Disasters and Emergencies - August, 2010 Understand the scope Not everyone is using social tools, not everyone will Conventional business communications channels are still very important in disaster communication
  • Outline of how things unfold An example
  • BC FerriesLeading up to long weekendUnexpected crisisAccident – Truck drives off the upper-ramp in Swartz Bay at high-speedBC Ferries social media communication team takes action
  • BC FerriesGetting better at TwitterResponding in real-timeTrusted sourceAlmost 2800 followers and growing
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • BC FerriesIncident occursWithin minutes social media team takes action
  • Japan tsunami and nuclear emergencyLack of trust in official communication about radiation levelsOrganic network emerged using social connectionsCommunity reporting radiation levelsMixing official reports with community reporting
  • Tell stories that build resilience Build interest Build trust
  • Create the culture of resilience you are looking for
  • Have fun
  • Get out in front of challenging or controversial changes
  • Flower Pot Model for digital programs.Business continuity planPolicy and GovernanceCulture and CapacityMonitoring and MeasuringWebsiteEmail NewsletterCustomer Relationship ManagementSocial NetworksMobile / SMS
  • The future is mobile and in real-timeSurvey of experts by the Pew Internet & American Life Project:Mobile device will be the primary connection tool to the internet for most people in the world in 2020Communications is increasingly distributed and real-timeThe importance of these tools are increasingOrganizations that engage will become the trusted organizations of tomorrow
  • Large scale initiatives underway for mobile Emergency Broadcast System SMS alerts are one example Testing later this year for localized Easy to opt, except for messages from the Presidenthttp://www.zdnet.com/blog/gadgetreviews/text-message-emergency-alerts-coming-to-american-cellphones/24599
  • Location based services and gamingCreating community and engagement around business and locationsStatus, photos and videos collected around placehttp://www.zdnet.com/blog/gadgetreviews/text-message-emergency-alerts-coming-to-american-cellphones/24599

Keeping Your Business Going with Social Media Keeping Your Business Going with Social Media Presentation Transcript

  • Keeping Business Going with Social Media
    Christopher Roy
    Director of Strategy / Founder
    Open Directions, Inc.
    Digital strategies for social good.
    http://opendirections.com
  • What we’ll talk about
    Social media context and strategies
    Business continuity stories
    Flower pot model
    Future thinking and experiments
  • The social media movement
    View slide
  • 50 million likes per day for brands
    View slide
  • Digital communication is open
    Photo © http://flickr.com/photos/h19/714999716/
  • Invest in relationships
  • Engage in conversations
  • How the big brands are doing it.
  • The opportunity
    Photo © http://flickr.com/photos/manganite
  • Build capacity before the crisis
    Photo © http://flickr.com/photos/chezlarsson
  • Tell your own story before others do
  • Be more than social, build community
  • Social networks are powerful, but dependent
  • “Eventually, the power failed. The radio signal died. Other than Internet postings, there was no public warning.”*
    * The Globe and Mail Online – May 17th, 2011
  • MashableInfographic
  • Not just status, but photos and video too
  • Socialnetworks in business continuity
    During the incident:
    Identify the source
    Customer complaints
    Employee dissatisfaction
    Defective products
    Disruption of service, etc.
    Evaluate the severity and do not overreact
    Formulate a message with care and transparency
    Remain available during times stakeholders might be impacted
    Distribute your message in social channels
    Listen, engage in conversation, build trust
    George Cowan - Using Social Media for Continuity & Emergency Management
  • Build capacity for the unexpected
  • The community will lead if you don’t
  • Tell stories that build resilience
  • Monitoring & Measuring
    Policy & Governance
    Strategy, Culture and Capacity
    Business Continuity Plan
  • The future is mobile & real-time
  • Experiments in real-time
  • Experiments in location
  • Final thoughts on social continuity planning
    Know why you’re using it
    Relationships, conversations and trust building
    Embrace it
    Vital channel in well planned continuityengagement
    Understand it
    Unique culture, real-time nature and increasing use
    Know its limits
    Infrastructure dependencies and user-experience
    Go Canucks…………… Go!
  • Thank you!
    Christopher Roy
    Director of Strategy / Founder
    Open Directions, Inc.
    Digital strategies for social good.
    http://opendirections.com