Keeping Business Going with Social Media<br />Christopher Roy<br />Director of Strategy / Founder<br />Open Directions, In...
What we’ll talk about<br />Social media context and strategies<br />Business continuity stories<br />Flower pot model<br /...
The social media movement<br />
50 million likes per day for brands<br />
Digital communication is open<br />Photo © http://flickr.com/photos/h19/714999716/<br />
Invest in relationships<br />
Engage in conversations<br />
How the big brands are doing it.<br />
The opportunity<br />Photo © http://flickr.com/photos/manganite<br />
Build capacity before the crisis<br />Photo © http://flickr.com/photos/chezlarsson<br />
Tell your own story before others do<br />
Be more than social, build community<br />
Social networks are powerful, but dependent<br />
“Eventually, the power failed. The radio signal died. Other than Internet postings, there was no public warning.”*<br />* ...
MashableInfographic<br />
Not just status, but photos and video too<br />
Socialnetworks in business continuity<br />During the incident:<br />Identify the source<br />Customer complaints<br />Emp...
Build capacity for the unexpected<br />
The community will lead if you don’t<br />
Tell stories that build resilience<br />
Monitoring & Measuring<br />Policy & Governance<br />Strategy, Culture and Capacity<br />Business Continuity Plan<br />
The future is mobile & real-time<br />
Experiments in real-time<br />
Experiments in location<br />
Final thoughts on social continuity planning<br />Know why you’re using it<br />Relationships, conversations and trust bui...
Thank you!<br />Christopher Roy<br />Director of Strategy / Founder<br />Open Directions, Inc.<br />Digital strategies for...
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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.

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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 &amp; 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

    1. 1. Keeping Business Going with Social Media<br />Christopher Roy<br />Director of Strategy / Founder<br />Open Directions, Inc.<br />Digital strategies for social good.<br />http://opendirections.com<br />
    2. 2. What we’ll talk about<br />Social media context and strategies<br />Business continuity stories<br />Flower pot model<br />Future thinking and experiments<br />
    3. 3. The social media movement<br />
    4. 4. 50 million likes per day for brands<br />
    5. 5. Digital communication is open<br />Photo © http://flickr.com/photos/h19/714999716/<br />
    6. 6. Invest in relationships<br />
    7. 7. Engage in conversations<br />
    8. 8. How the big brands are doing it.<br />
    9. 9. The opportunity<br />Photo © http://flickr.com/photos/manganite<br />
    10. 10. Build capacity before the crisis<br />Photo © http://flickr.com/photos/chezlarsson<br />
    11. 11. Tell your own story before others do<br />
    12. 12. Be more than social, build community<br />
    13. 13. Social networks are powerful, but dependent<br />
    14. 14. “Eventually, the power failed. The radio signal died. Other than Internet postings, there was no public warning.”*<br />* The Globe and Mail Online – May 17th, 2011<br />
    15. 15. MashableInfographic<br />
    16. 16. Not just status, but photos and video too<br />
    17. 17.
    18. 18.
    19. 19.
    20. 20. Socialnetworks in business continuity<br />During the incident:<br />Identify the source<br />Customer complaints<br />Employee dissatisfaction<br />Defective products<br />Disruption of service, etc.<br />Evaluate the severity and do not overreact<br />Formulate a message with care and transparency<br />Remain available during times stakeholders might be impacted<br />Distribute your message in social channels<br />Listen, engage in conversation, build trust<br />George Cowan - Using Social Media for Continuity & Emergency Management <br />
    21. 21. Build capacity for the unexpected<br />
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34. The community will lead if you don’t<br />
    35. 35. Tell stories that build resilience<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39. Monitoring & Measuring<br />Policy & Governance<br />Strategy, Culture and Capacity<br />Business Continuity Plan<br />
    40. 40. The future is mobile & real-time<br />
    41. 41. Experiments in real-time<br />
    42. 42. Experiments in location<br />
    43. 43. Final thoughts on social continuity planning<br />Know why you’re using it<br />Relationships, conversations and trust building<br />Embrace it<br />Vital channel in well planned continuityengagement<br />Understand it<br />Unique culture, real-time nature and increasing use<br />Know its limits<br />Infrastructure dependencies and user-experience<br />Go Canucks…………… Go!<br />
    44. 44. Thank you!<br />Christopher Roy<br />Director of Strategy / Founder<br />Open Directions, Inc.<br />Digital strategies for social good.<br />http://opendirections.com<br />

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