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Social Media and Crisis Communication
 

Social Media and Crisis Communication

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    Social Media and Crisis Communication Social Media and Crisis Communication Presentation Transcript

    • Social Media, it’s more than just marketing.01/22/09 - RAPIO
    • Social Media, it’s more than just marketing.
      About me: Ramsey Mohsen
      Project Lead & Web Consultant at Digital Evolution Group
      Video blogger, blogger, former lifecaster on Justin.TV
    • Social Media, it’s more than just marketing.
      Where I work: Digital Evolution Group
      9 year old e-business consultancy
      Voted one of the best web development firms in the region (Ingram’s)
      National and regional awards for thought leadership and results
    • Social Media, it’s more than just marketing.
      Today’s Agenda
      Benefits of Social Media
      Quick 101
      Twitter: Crisis Communication
      Twitter: Customer Service
      Democratization of Data
      Q&A
    • Benefits of Social Media Engagement
    • // New Capabilities
      raise organization / brand awareness
      position your organization as a thought leader
      drive conversions (traffic, registrations, sales)
      allow you to converse directly with your audience
      allow you to listen to your audience’s needs/wants
      provide interesting insights and anecdotal evidence
      complement your marketing and PR strategies
      - adapted from Listrak’s “Social Media Synergy”
    • What is Social Media?
    • // Some Definitions
      Interactive Marketing
      listening to the customer, storing the information, and then acting on the information in a way the customer finds meaningful, valuable, and compelling
      = Conversation?
      = Social Marketing?
    • // Some Definitions
      “Social media is not a conversation.It is where a conversation takes place.”
      - Jay Baer, social media strategist
    • // Trust and Influence
      Level of Trust is Down
      77 percent trust corporations less this year
      trust in business and government at historical lows
      trust in news media is down in double digits
      - 2009 Edelman TrustBarometer
    • // Trust and Influence
      Who do people trust?
      friends, family, professionals or “experts”
      strangers almost as much as face-to-face, especially in well-regulated environments
      strangers considerably more than celebrities, advertising, organizational websites
      increasingly, blogs
      - Universal McCann Survey (September 2008)
    • // Increase in Channels
      Old Word-of-Mouth
      New Word-of-Mouth
    • // Increase in Channels
      Effect of Reciprocal Attention on Relevancy
    • Be Relevant
      Content Differences Between Facebook / Twitter:
      Twitter is more urgent, immediate, velocity
      Twitter is more conversational
      Twitter has the advantage of being mobile-oriented
      Facebook can more flexibly present richer content
      Facebook is more referential and detailed
      Facebook is aimed at more lightly engaged
    • Tools to Update Twitter
      Apps / Software
      www.twitter.com
      Text Message or Phone App
      API platform
    • Crisis Communication
      Twitter for Crisis Communication
    • Crisis Communication
      Twitter for Crisis Communication
    • Crisis Communication
      Twitter for Crisis Communication
    • Crisis Communication
      Twitter for Crisis Communication
    • Crisis Communication
      The good vs. bad of using Twitter in a crisis:
      PROS
      Reach people quickly, exponentially
      Easy to do, computer or cell phone
      Real-time, immediate feedback
      Anonymity good and the bad
      CONS
      140 characters
      Commitment to communicate important information
      Talking "in public“
      Response to individuals
    • Crisis Communication
      Tips for Crisis Communication on Twitter
      Be direct, honest and authentic.
      Share the information as you get it right away.
      If you have no updates, share there are no updates.
      Link to your website for depth.
      Respond to questions "in public".
    • // Be Responsive
      Customer Service Engagement
    • // Be Proactive
      Don’t get hi-jacked.
    • // Be Proactive
      Don’t get hi-jacked.
    • // Be Proactive
    • // Be Proactive
    • // Some Definitions
      My Administration is committed to creating an unprecedented level of openness in Government. We will work together to ensure the public trust and establish a system of transparency, public participation, and collaboration. Openness will strengthen our democracy and promote efficiency and effectiveness in Government.- Barack Obama
    • Democratization of Data
      Apps for Democracy Contest:
      The Data Catalog = public data of 270 real-time crime feeds, school test scores, and poverty indicators and 311 API.
      Contest cost the city $50,000, ran for 30 days
      47 iPhone, Facebook and web applications were developed.
      Value = $2,600,000 to the city
    • Democratization of Data
      Asking for Feedback
      “…asked citizens to offer ideas about how technology can improve government operations and the community.“
    • Democratization of Data
      Asking for Feedback
    • Democratization of Data
    • // Are You Ready?
      Can you devote the time?
      Can you sustain the effort?
      Is there a commitment to transparency?
      Is there executive sponsorship?
      Are you prepared to take action on the feedback?
      Do you know what you want to accomplish?
    • Putting It All Together
      So you need a plan…
      that considers your objectives
      and your targets…
      before you select your strategies
      and technologies.
    • Thank you!
      • email@ramseymohsen.com
      • www.twitter.com/ramseym
      • www.ramseymohsen.com
      • www.facebook.com/ramseymohsen