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Using Social Media forCrisis CommunicationsWorkshop DThursday, Sept. 29, 2011ALI Social Media + GovernmentConference, Vict...
Today we’re thinking about:¤  Your plan¤  Social media + traditional communications¤  What’s in your toolkit?¤  Conten...
Getting social¤  Say hello to your team¤  Share some info¤  Top 3 thingsHello!My Name is
It’s all about¤ Being human¤ Being concise¤ Knowing your boundaries¤ Knowing your objective¤ Knowing your tools
Knowing your limitations¤ Resources¤ Timeline¤ Technology¤ Tactics¤ Legal Requirements¤ Accessibility – function ove...
Crisis Management Cycle
Don’t Panic, Prepare.
Being Prepared¤  Most crises can be predicted¤  Develop workflow¤  Identify key people + build on your strengths¤  Cre...
It all starts with a plan•  Who will handle?•  Who is your audience?•  How will you reach them?•  Can you be proactive?•  ...
You CAN predict the future¤  Reputation¤  Error in judgment¤  Public safety + civil disobedience¤  Earth, wind + fire¤...
How des a Crisis Begin?Sudden or Smoldering Crisis?of crises start small
Checklist¤  Issues management + Communications plan¤  Digital hub¤  Media monitoring (on + offline)¤  Quick response t...
Be a good listener¤ Being prepared means paying attention.¤ Monitor traditional, digital, + social media¤ Set up online...
Radian 6 or other listening posts
Hootsuite + or Tweetdeck
4 steps to success¤ Know your team¤ Know your audience¤ Know your platforms¤ Know your limitations
What’s your budget?¤ Internal soft costsstaff, R&D, training + education¤ Public-facing information campaignsad/marketin...
Crisis Management Cycle
You are media now
Friends + Foes¤  News media coverage + business magazines (on + offline)¤  TV news + talk shows¤  Online message boards...
People want to help¤  Find them! Let people know how + when. Engage themearly.
¤  http://vimeo.com/29259763Let people in
Community matters¤  Crisis mapping, instant feed back, immediate responders,search + rescue
we can be your biggest allies¤  The Vancouver Riots Clean-up¤  The earthquake in Japan¤  BC Forest Fires + Floods
(crisis hits!)
Are you ready?
Crisis Hitsv  Plan activatedv  Website + SocialMedia Outpostsdeployedv  TeamDispatchedØ  Initial mediareportsØ  Influ...
Where to RespondWebsiteq  News roomq  Homepage call-outq  Response microsite/ blogSocial Mediaq  Facebookq  Twitterq...
Some things to think about¤  Who are you speaking to?¤  Different audiences havedifferent needs¤ Who + how many people ...
It’s always personal¤  Is there a fire near my house?¤  Where is the smoke coming from?¤  Is my road closed?¤  Is my f...
Your response¤  Is proactive¤  addresses the concern¤  uses appropriate language + tone¤  is consistent¤  has room fo...
Your digital hub¤  Is easy to use + update¤  Is built with tools that you know¤  Puts function over flash¤  + substanc...
BC GOV examples
Posterous Spaces
Tumblr
Traditional news is STILL vital¤  Know your medium¤  Determine who will do the interview¤  Keep it short¤  Stick to fe...
Why video works¤  Powerful¤  Gives a big picture view¤  Sharable content¤  YouTube is the world’s second largest searc...
Get your message out there
BC Forest Fires Binta Lake videohttp://www.youtube.com/watch?v=2vJIhudICxQ¤  Raw footage¤  Huge media pickup
Go where the people are¤  The crowd is always there¤  And willing to help¤  http://www.youtube.com/watch?v=F0-UtNg3ots&...
Think about roles + responsibilities¤  Information bulletins/public notices¤  Spokesperson message lines¤  Media relati...
Start small + build on success¤  Expand online presence as needed¤  Community building + outreach¤  Revamp/refine your ...
It’s now out of the lamp
Crisis Management Cycle
5 things to keep in mind¤  Social media takes time, people, money + technology¤  Know your team + your audience¤  Not a...
Signs that your efforts are working¤  Sense of community + lots of dialogue¤  Active community monitors itself¤  Answer...
Successes¤  Sense of community + lots of dialogue¤  One place to get info online¤  Real-time public feedback¤  Media c...
Challenges¤  Staffing resources + technology investments¤  Limited info from local governments + other stakeholders¤  D...
Time to Assess + Celebrate Wins¤  Post-mortem with all team members¤  Strengths, Weaknesses, Opportunities¤  What did y...
Take all feedback as an opportunity¤  Continue to take all your communications into the open¤  address concerns + gently...
What’s next?
Going forward¤  Ongoing silo busting¤  Developing best practices¤  Finding and partnering with new communities¤  Build...
christine@kendallwood.ca@chicken_scratch/kendallwood.ca
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Crisis management presentation

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Crisis management presentation

  1. 1. Using Social Media forCrisis CommunicationsWorkshop DThursday, Sept. 29, 2011ALI Social Media + GovernmentConference, Victoria, BC
  2. 2. Today we’re thinking about:¤  Your plan¤  Social media + traditional communications¤  What’s in your toolkit?¤  Content ≠ Messaging¤  Keeping things simple
  3. 3. Getting social¤  Say hello to your team¤  Share some info¤  Top 3 thingsHello!My Name is
  4. 4. It’s all about¤ Being human¤ Being concise¤ Knowing your boundaries¤ Knowing your objective¤ Knowing your tools
  5. 5. Knowing your limitations¤ Resources¤ Timeline¤ Technology¤ Tactics¤ Legal Requirements¤ Accessibility – function over flash, substanceover style.
  6. 6. Crisis Management Cycle
  7. 7. Don’t Panic, Prepare.
  8. 8. Being Prepared¤  Most crises can be predicted¤  Develop workflow¤  Identify key people + build on your strengths¤  Create a clear approval process¤  Keep info flowing across your organization
  9. 9. It all starts with a plan•  Who will handle?•  Who is your audience?•  How will you reach them?•  Can you be proactive?•  Or, will you be reactive?
  10. 10. You CAN predict the future¤  Reputation¤  Error in judgment¤  Public safety + civil disobedience¤  Earth, wind + fire¤  Community Relations
  11. 11. How des a Crisis Begin?Sudden or Smoldering Crisis?of crises start small
  12. 12. Checklist¤  Issues management + Communications plan¤  Digital hub¤  Media monitoring (on + offline)¤  Quick response team + tools in place
  13. 13. Be a good listener¤ Being prepared means paying attention.¤ Monitor traditional, digital, + social media¤ Set up online monitoring, listening posts¤ Such as…
  14. 14. Radian 6 or other listening posts
  15. 15. Hootsuite + or Tweetdeck
  16. 16. 4 steps to success¤ Know your team¤ Know your audience¤ Know your platforms¤ Know your limitations
  17. 17. What’s your budget?¤ Internal soft costsstaff, R&D, training + education¤ Public-facing information campaignsad/marketing spendInfluencer/blogger programs¤ Technology investmentsbrand monitoring, social CRM, social mediamanagement systems, grab + go media kits
  18. 18. Crisis Management Cycle
  19. 19. You are media now
  20. 20. Friends + Foes¤  News media coverage + business magazines (on + offline)¤  TV news + talk shows¤  Online message boards + forums¤  Consumer watch groups¤  Community associations + interest groups¤  Citizen journalists¤  Celebrities + public figures¤  Trade journals + industry associations¤  Analyst reports
  21. 21. People want to help¤  Find them! Let people know how + when. Engage themearly.
  22. 22. ¤  http://vimeo.com/29259763Let people in
  23. 23. Community matters¤  Crisis mapping, instant feed back, immediate responders,search + rescue
  24. 24. we can be your biggest allies¤  The Vancouver Riots Clean-up¤  The earthquake in Japan¤  BC Forest Fires + Floods
  25. 25. (crisis hits!)
  26. 26. Are you ready?
  27. 27. Crisis Hitsv  Plan activatedv  Website + SocialMedia Outpostsdeployedv  TeamDispatchedØ  Initial mediareportsØ  Influencers +critics reportingon Twitter/ Blogs>6 Hoursv  News Releasedistributedv  Team in place>12 Hoursv  Regular updatesv  Key figuresavailable forMediaØ  Public sharinginfo, myths +questionsthroughØ  social mediaØ  Mainnarrative isestablished>24 Hoursv  Establish key position+ authorityv  Myth busting w/Social Mediav  NewsConferencev  VideoresponseØ  Editorials inthe Press +SocialMediaA Day in the life…
  28. 28. Where to RespondWebsiteq  News roomq  Homepage call-outq  Response microsite/ blogSocial Mediaq  Facebookq  Twitterq  YouTubeq  Existing community forums/pagesTraditional Mediaq  News Release + Media Advisoryq  News Conferenceq  Interviewsq  Letters to editor + commenting
  29. 29. Some things to think about¤  Who are you speaking to?¤  Different audiences havedifferent needs¤ Who + how many people willbe speaking on your behalf?!
  30. 30. It’s always personal¤  Is there a fire near my house?¤  Where is the smoke coming from?¤  Is my road closed?¤  Is my food safe?¤  What do you want me to do? !
  31. 31. Your response¤  Is proactive¤  addresses the concern¤  uses appropriate language + tone¤  is consistent¤  has room for multiple voices¤  is accessible – think mobile¤  + drives people back to your main info site
  32. 32. Your digital hub¤  Is easy to use + update¤  Is built with tools that you know¤  Puts function over flash¤  + substance over style
  33. 33. BC GOV examples
  34. 34. Posterous Spaces
  35. 35. Tumblr
  36. 36. Traditional news is STILL vital¤  Know your medium¤  Determine who will do the interview¤  Keep it short¤  Stick to few focused points¤  Follow up
  37. 37. Why video works¤  Powerful¤  Gives a big picture view¤  Sharable content¤  YouTube is the world’s second largest search engine¤  Doesn’t have to be polished
  38. 38. Get your message out there
  39. 39. BC Forest Fires Binta Lake videohttp://www.youtube.com/watch?v=2vJIhudICxQ¤  Raw footage¤  Huge media pickup
  40. 40. Go where the people are¤  The crowd is always there¤  And willing to help¤  http://www.youtube.com/watch?v=F0-UtNg3ots&feature=related
  41. 41. Think about roles + responsibilities¤  Information bulletins/public notices¤  Spokesperson message lines¤  Media relations¤  Issue identification & management¤  Conference calls with agencies/partner groups
  42. 42. Start small + build on success¤  Expand online presence as needed¤  Community building + outreach¤  Revamp/refine your communications plan¤  Create a designated one-stop shop¤  Train your team members early
  43. 43. It’s now out of the lamp
  44. 44. Crisis Management Cycle
  45. 45. 5 things to keep in mind¤  Social media takes time, people, money + technology¤  Know your team + your audience¤  Not all communities will have access to or will want to usesocial media¤  Smartphone videos are fine¤  Use tools that are available
  46. 46. Signs that your efforts are working¤  Sense of community + lots of dialogue¤  Active community monitors itself¤  Answers, corrects misinformation + responds torequests¤  Feedback is immediate¤  Two-way interactions built credibility/trust
  47. 47. Successes¤  Sense of community + lots of dialogue¤  One place to get info online¤  Real-time public feedback¤  Media coverage of social media approach
  48. 48. Challenges¤  Staffing resources + technology investments¤  Limited info from local governments + other stakeholders¤  Data or content is difficult to read/navigate
  49. 49. Time to Assess + Celebrate Wins¤  Post-mortem with all team members¤  Strengths, Weaknesses, Opportunities¤  What did you do really well¤  What was the biggest time suck + not worth the effort¤  Be honest + consider anonymity
  50. 50. Take all feedback as an opportunity¤  Continue to take all your communications into the open¤  address concerns + gently correct record¤  Being helpful also means being present¤  Regularly check your social media channels¤  Look for questions, comments + criticisms¤  Respond promptly  
  51. 51. What’s next?
  52. 52. Going forward¤  Ongoing silo busting¤  Developing best practices¤  Finding and partnering with new communities¤  Building a community of practice
  53. 53. christine@kendallwood.ca@chicken_scratch/kendallwood.ca

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