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How Social Media is Shaping Disaster Response

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Learn more about how social media is shaping disaster response.

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How Social Media is Shaping Disaster Response

  1. 1. How Social Media is Shaping Disaster Response Janice Jacobs HCLS Social Media Director
  2. 2. Key Considerations & Preparations Introduction Internet & Social Media Overview Platform Specific Examples & Tips Dell’s Social Media Journey Disasters & Disaster Response Q&A / Discussion Today’s Agenda
  3. 3. Internet & Social Media Overview
  4. 4. The Internet 2000 • 46% of adults use internet • 5% with broadband at home • 0% connect to internet wirelessly • <10% use “cloud” = slow, stationary connections built around my computer 2013 • 85% of adults use internet • 70% with broadband at home • 91% own a cell phone • 63% connect to internet wirelessly • > two-thirds (2/3) use “cloud”= fast, mobile connections built around outside servers and storage 4 Source: PEW Internet Reports The rapid pace of change is changing the game. then… & now
  5. 5. Social Media is Changing the World 5 Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com 1B Users on Facebook 34,722 every minute of the day “likes” for brands on Facebook 600M Facebook users accessing via mobile 465M+ Twitter accounts 560M+ active Twitter users 100K every minute of the day tweets sent by users 3.7B Worldwide IM accounts 48 hrs every minute of the day new video uploaded to YouTube 2 new members per second on LinkedIn 2M every minute of the day Google search inquiries 187M+ Professionals on LinkedIn 3,600 every minute of the day New photos shared via Instagram simple Definition: “We don’t have a choice on whether we DO social media, the question is HOW WELL WE DO IT.” – Erik Qualman Socialnomics.net “Social media” means websites (or web-based interactions) which allow average users to create content and interact with each other around the content. If Facebook were a country, it would be the world’s 3rd largest.
  6. 6. The Market Has Many Influences Millennials (teens and “twenty- somethings”) 94% are Internet users and 83% have smartphones (Pew Internet & American Life Project/2013 Millennial Impact Report) 80% in the U.S. use social media, making them the most active in social media (Pew Internet & American Life Project, August 2013) 75% Like, Retweet or Share content on social media (2013 Millennial Impact Report) 45% of fluent speakers feel there aren’t enough Spanish-language apps AdAge Survey, August 2013) 46% of the workforce will be millennials by 2020 (UNC Kenan-Flagler Business School “Maximizing Millennials” Report, June 2013 25% are more likely to follow a brand than the average U.S. adult online (Nielsen 2012 “State of the Hispanic Consumer” Report) Hispanic adults Older adults 3x as many 65+ have a social networking site presence over the last four years (Pew Internet & American Life Project, August 2013) Top online activities for 60+ are Google, Facebook, Yahoo and YouTube (AARP 2012) 79% Is the increase in active 55+ Twitter users, making them the fastest growing age demographic for this site (GlobalWebIndex, January 2013 6
  7. 7. Dell’s Social Media Journey
  8. 8. Dell’s History of Social Media Experience August 2006 Blog outreach expanded beyond tech Support March 2008 Accepted Solutions launched on Community Dell France begins online community outreach December 2006 Ratings and reviews launched on Dell.com July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Ja panese and Chinese. February 2006 Michael Dell asks Why don’t we reach out and help bloggers with tech support issues? February 2007 IdeaStorm launched A voting-based site allowing customers and others to submit ideas for Dell June 2007 Dell joins Twitter Sells millions in the first year October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access June 2006 Dell TechCenter launched March 2010 Dell joins Sina Weibo in China March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year June 2010 CAP Days launched In-person events for vocal online customers December 2010 Social Media Listening Command Center launched June 2007 EmployeeStorm launched IdeaStorm for employees August 2009 Swarm Canada launches Group buying program goes live in Canada May 2009 Swarm launches Group buying program goes live, in Singapore Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout July 2010 Michael Dell on Dell Chatter Rolls out company wide July 2011 Dell launches global G+ site Feb 2012 Dell joins Pinterest October 2012 Dell launches Subject Matter Expert social media program January 2013 Dell Launches Social Net Advocacy Real-time social sentiment tool December 2012 Dell launches Social Media Services Group January 2011 Think Tank program launched October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members October 2009 Dell joins Renren September 2008 Dell launches Yammer First enterprise social network October 2009 SMaC organization launched Cross-functional central organization January 2010 Social Outreach Services team formed @DellCares launched three months later 2006 2007 2008 2009 2010 2011 20132012 8
  9. 9. Social Media Command Centers Provide: + an alternate channel of market intelligence and real-time engagement with social media users + a centralized point for monitoring of social media listening operations across the organization + the ability to enable conversion into a crisis communications hub and central point for public relations risk mitigation + social media analytics, data and measurement of social media engagement effectiveness Social Media Command Centers 9 Dell started listening From 4,000 to 25,000 mentions per day Dell Command Center Dell launched our Social Media Listening Command Center in 2010 across 11 languages
  10. 10. Disasters & Disaster Response
  11. 11. Disasters and Social Media Use Provider Thought Leadership: 1. Southcoast Health System — Aug 2009 When more than 50 people had to go to hospitals for treatment following a chemical fume exposure at a trash disposal station, Southcoast Hospital turned its Twitter account into a "crisis communication portal," sharing status updates for more than a week. 2. Scott & White Ft. Hood Shooting — Nov 2009 Scott and White was one of the hospitals which provided services to Fort Hood, and on that day 10 victims of the shooting attack were sent to their Emergency Department. Social Media sites for the hospital had recently been set up, and now they needed every available communications tool. Before the first shooting victim arrived, they posted this update to the Scott and White Twitter account: Read more: http://ebennett.org/scott-white-fort-hood/#ixzz2l88mK2It “If you want to connect with people and be part of their community, you need to go where the community is. You need to be connecting before you are actually needed,” explained Ed Bennett, who oversees social media efforts at the University of Maryland Medical Center. 11
  12. 12. Natural Disaster Example: Hurricane Sandy — Oct 2012 • Throughout the storm, NYC.gov, Facebook, Flikr, Twitter, Tumblr, Instagram and YouTube informed people in almost real-time. • Regular tweets from FEMA, Red Cross, NYC’s Office of Emergency Management, National Guard and Mayor Bloomberg’s office kept citizens informed on how to prepare for the storm, when and where to evacuate, where water, food and shelter could be found. • Regular hurricane updates and tracking information, tips on how to prepare in advance, evacuation orders and emergency evacuation route information were pushed out through every social media platform. Throughout the storm, NYC.gov got messaging out via: • All of Mayor Bloomberg’s press conferences were live-tweeted (in English & Spanish) • Conferences also posted on YouTube afterwards. • Summaries of each press conference also posted to Facebook and Tumblr. • Since Sandy, the Mayor’s press conferences have received over one million (1M) views on Youtube • City of New York has gained over 180,000 new social media followers. Disasters and Social Media Use (cont.) New Followers > 180,000 12 “If you want to connect with people and be part of their community, you need to go where the community is. You need to be connecting before you are actually needed,” explained Ed Bennett, who oversees social media efforts at the University of Maryland Medical Center.
  13. 13. 13 Case study: American Red Cross Challenge The American Red Cross has been a leader in the social media space for some time, but looked to Dell for help scaling their social media operations during major disasters. As an organization with worldwide exposure and such a direct impact on human life, they needed a scaling solution that would support their efforts Approach Video This is the first social media command center devoted to humanitarian relief and demonstrates the power social media can lend during emergency and crisis situations. The DigiDoc Command Center enabled the American Red Cross to “listen” to more than 542,947 social conversations during Hurricane Sandy. Benefits Dell was brought in to construct the project — modeling it after their own Social Media Listening Command Center, used to track brand sentiment and chatter. We consulted on the space configuration, build and helped the American Red Cross establish processes for the successful training and operation of their command center. • Improved data sourcing and identification of trends in disaster-affected areas • Improved ability to anticipate and respond to the public’s needs • Increased ability to quickly connect people with the resources they need during a disaster — such as food, water, shelter or even emotional support. http://www.youtube.com/watch?v =w8nL9WO2m0Y
  14. 14. Key Considerations & Preparations
  15. 15. 15 • We have observed “three main mistakes” that companies make when trying to use social platforms: 1 Key Considerations Biggest error is not getting started Social media engagement is an imperative: if you’re not in these conversations they’re happening without you. 2 Businesses need to engage with their target audience in the social places those users are. Don’t have a “if you build it, they will come” attitude. 3 Many businesses don’t understand and utilize the richness of the analytics and the customer data a business can get by mining social media sites.
  16. 16. 16 Are You Prepared to Act? Key activities which must be undertaken in order to engage with audience(s). At a minimum: • Social Media Policy • Social Media Governance Structure • Trained People who are Able to Act on Organization’s Behalf • Clear Escalation Points for Social Media Source: Altimeter Group, 2013 Organize for Success
  17. 17. 17 Are You Prepared to Act? (cont.) Engaging in Social Media Requires: Staff commitment is changing for most organizations Source: Altimeter Group, 2013 Transcending marketingTrained / empowered people
  18. 18. Platform Specific Examples / Tips
  19. 19. How alerts work Who can participate When to use them Platform Specific: Twitter Twitter Alerts appear on subscribers’ phones as push and/or SMS notifications when authoritative accounts mark Tweets as alerts. Alerts appear differently on users’ timelines -- indicated with an orange bell. Twitter Alerts, unveiled Sept 2013 – enhance visibility of critical Tweets Alerts – when to use them Participating organizations can determine when to use, however the feature is intended for crisis, disaster and emergency communications, such as: • warnings for imminent dangers • preventive instructions • evacuation directions • urgent safety alerts • information on critical transit and utility outages • crowd & misinformation management Alerts – who can participate Available to local, national and international institutions that provide critical information to the public. Priority access to alerts: • law enforcement & public safety agencies; • emergency management agencies; • city & municipal governments, • county & regional agencies, • providing services to cities & municipalities • & select state, federal, & national agencies and NGOs. To enroll, complete Twitter’s enrollment form. Retweets: > 15,000 19
  20. 20. Platform Specific: Google Crisis Response Google Public Alerts: Google’s platform to spread relevant emergency alerts to users searching. There are steps to take before an emergency happens to make sure the alerts are working properly: • Get your alerts in Common Alerting Protocol • Validate your feeds are set up right • Subscribe your alerts to Google Alert Hub Google Person Finder: Helps separated people locate one another by providing an open platform for individuals and organizations to let people know who they’re looking for, and to enter updates about missing persons. Organizations can: • Embed Google Person Finder in website(s) to allow people to directly access and use the tool • Download data from Google Person Finder to match with your information or take to the field • Upload data you’ve collected into Google Person Finder Google Crisis Map: A mashup tool that puts critical disaster-related geographic data in context, and in a map-based viewing frame optimized for usability across browsers and mobile devices. With Crisis Map: • Explore disaster-related geographic data without any special software or GIS expertise • Embed a Google Crisis Map on your website • Share a crisis map with co-workers, media outlets, and partners • Contribute data to be included on a crisis map Source: http://www.google.org/crisisresponse/resources.html20
  21. 21. Platform Specific: Google+ Google + Differentiators: • G+ is open and searchable vs. Facebook’s walled garden • Openness and search ability ought to make it easier to find information on G+. This will allow for more serendipity and synergies. • Google+’s new Hangout feature could also be used instead of Skype chat and video, with the advantage of having multi-person video-conferencing. • With a little more work, the Sparks feature could facilitate media monitoring—an important component of live crisis mapping. • Google+ mobile, which is accessible on most phones with a browser and already includes a “check-in” feature as well as geo-referenced status updates. • There are native apps for Android and the iPhone. 21
  22. 22. Platform Specific: YouTube YouTube Stats: • 800 million monthly unique visitors (Try naming websites with that kind of traffic) • Number of videos watched online has increased by 800% in the last 6 years • Has 153 million unique viewers, that’s almost 100 million more than Facebook • YouTube owns 48% of the share of content (video views), The second platform is AOL with only 2% • Men and women are equally likely to watch videos online #2 Largest Search Engine in the world---bigger than Bing, Yahoo, Ask and AOL combined Hurricane Sandy, Oct 2012: Throughout Hurricane Sandy, YouTube was heavily utilized: • all of Mayor Bloomberg’s press conferences were live-tweeted by @nycmayorsoffice and were also posted on YouTube immediately afterwards. • Since Hurricane Sandy, the Mayor’s press conferences have received over one million (1M) views on YouTube 22
  23. 23. Q&A / Discussion Services
  24. 24. Thank you For further information: Janice_Jacobs@dell.com 972-577-5847 @JaniceJacobs44 @DellHealth @DellServices

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