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Hazelwood Minefire
Opportunities for social technologies to
drive greater public engagement
@DarrenWhitelaw
Social media
was only used
by tiny fraction
of people back
in 2009 when
we helped with
the Black
Saturday fires
On 9 February
2014 a fire
broke out in
the Hazelwood
open cut fire,
covering
nearby towns
in smoke and
ash
On Day 13 we
began a plan to
improve the
way messages
were getting to
locals and
other people
concerned by
the health
effe...
It’s all about the three Rs…
and three Ws
Research
Resources
Risk Who
Where
Why
We started with
research
And took a quick look at recent online activity
Hashtags in use:
#Morwell
#Hazelwood
#coalfire
#LatrobeValley
#vicfires
Rumour and misinformation was flying around
unchecked…
Then answered why by
setting some objectives
Objectives and measures of success
1. To communicate messages about response and recovery
• KPI: Total number of posts
• K...
Answering who
by identifying the audiences
Audience profile of Latrobe Valley residents
Assisted elders/End of the road
• Elderly adults and lone person households
w...
Campaign target audience
1. People using Facebook and Twitter who are
reporting they are concerned about smoke and ash
2. ...
Then looked at where we’d
focus attention
Online mentions by source
5750
1490
33 25 19 17 14 11 11 10
0
1000
2000
3000
4000
5000
6000
Online channel Share
Social Me...
We also looked
hard at risk
Risk management to minimise damage
Legal risks
• Is critical for content to be immediate, accurate and
relevant for social...
UnclassifiedUnclassified
v3.0
Consult #minefire
taskforce community
manager
Politician
Journalist
60+ Klout score /
500+ F...
And had to make sure
resources were available
Resources
People
• Hand-picked team of 8-10 communication staff experienced using
social media
• Two shifts, to provide co...
And then went back and did it again…
Research
Resources
Risk Who
Where
Why
(c) William Gottlieb via Flickr
So what
did we
learn?
Keep on
listening
Simon Krzic via Dreamstime.com
#1
Image © 20th Century Fox and Alcon Entertainment
Be ready any time
Dude,
where’s the
password
#2
Modifiedimagebasedonoriginal©byGrovs1viaPicasa
Move fast
or get left behind #3
Don’t be afraid when
others try to help#4
Give up desire to control
#5
#6
Time to
wrap up…
Whew! That’s it…
Questions?
@DarrenWhitelaw
Social media in a crisis
Social media in a crisis
Social media in a crisis
Social media in a crisis
Social media in a crisis
Social media in a crisis
Social media in a crisis
Social media in a crisis
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Social media in a crisis

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Lessons from using social media in a crisis. Ways to use low-cost tools and technology to drive engagement and get messages to people when a disaster strikes. Includes six-point social media strategy and workflow for responding to social media posts. Tips to minimise risks and damage to reputation.

Published in: Government & Nonprofit
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Social media in a crisis

  1. 1. Hazelwood Minefire Opportunities for social technologies to drive greater public engagement
  2. 2. @DarrenWhitelaw
  3. 3. Social media was only used by tiny fraction of people back in 2009 when we helped with the Black Saturday fires
  4. 4. On 9 February 2014 a fire broke out in the Hazelwood open cut fire, covering nearby towns in smoke and ash
  5. 5. On Day 13 we began a plan to improve the way messages were getting to locals and other people concerned by the health effects of the continuing minefire
  6. 6. It’s all about the three Rs… and three Ws Research Resources Risk Who Where Why
  7. 7. We started with research
  8. 8. And took a quick look at recent online activity Hashtags in use: #Morwell #Hazelwood #coalfire #LatrobeValley #vicfires
  9. 9. Rumour and misinformation was flying around unchecked…
  10. 10. Then answered why by setting some objectives
  11. 11. Objectives and measures of success 1. To communicate messages about response and recovery • KPI: Total number of posts • KPI: Frequency (posts per hour) • KPI: Speed (time to publish from new information being known) 2. To magnify reach of official messages • KPI: Estimated total reach, by channel • KPI: Increase in fans, likes, RTs and shares • KPI: Use of campaign hashtag 3. To quickly correct misinformation • KPI: Halt growth of incorrect posts • KPI: Time to reply to misinformation • KPI: Number of replies, comments, likes, shares, RTs • KPI: Use of #mythbuster hashtag 4. To minimise damage to reputation of official agencies • KPI: Average sentiment, change over time • KPI: Shares, RTs of core messages.
  12. 12. Answering who by identifying the audiences
  13. 13. Audience profile of Latrobe Valley residents Assisted elders/End of the road • Elderly adults and lone person households with low incomes Simple living • Ageing couples and singles in regional areas, working in blue-collar roles Armchair blues • Single and step-family households with stretched budgets Paddock views • Mixed households working in blue collar professions in regional areas Crops and country • Monocultural, extended family households with a community focus in regional towns Working the land • Traditional family structures in rural locations often working in the agriculture industry. More likely to be: • Elderly, single parents, traditional family • Renters, or low house prices • Lone parents, step- families • Low incomes, stretched budgets • Volunteers, Christian • Farming industry, blue collar, low skilled jobs Experian Mosaic® segments for towns of Moe, Morwell, Traralgon, Churchill, Rosedale, Yallourn:
  14. 14. Campaign target audience 1. People using Facebook and Twitter who are reporting they are concerned about smoke and ash 2. Residents of the Latrobe Valley who use social media at least weekly 3. Social media users who have friends and family in the Latrobe Valley 4. Heavy social media users associated with the emergency management 2.0 community 5. Journalists covering the Hazelwood coal fire who use social media.
  15. 15. Then looked at where we’d focus attention
  16. 16. Online mentions by source 5750 1490 33 25 19 17 14 11 11 10 0 1000 2000 3000 4000 5000 6000 Online channel Share Social Media 83.12% Facebook Groups 9.59% Traditional News Websites 4.92% Blogs 2.01% Images 2.40% Video 0.08% Forums 0.03% 92,7% of online content came from Twitter and Facebook
  17. 17. We also looked hard at risk
  18. 18. Risk management to minimise damage Legal risks • Is critical for content to be immediate, accurate and relevant for social media • Must to be able to quickly remove posts that present legal risk (defamation, privacy, copyright) • Must be able to trace posts back to individual staff Reputational risks • Broadcasting messages alone will not build trust and public confidence • If we start the conversation have to be able to see it through to the end • People are not online only during office hours.
  19. 19. UnclassifiedUnclassified v3.0 Consult #minefire taskforce community manager Politician Journalist 60+ Klout score / 500+ Facebook friends Pressure group Celebrity YES Advise PIO/CHO/EMJPIC as appropriate NO #MINEFIRE TASKFORCE 2014 CC BY-NC 4.0 You are free to copy, share,and adaptthis work for non-commercialpurposes. Credit: Departmentof Premier & Cabinet,State of Victoria2014 Monitor Didn’t know better Serial pest / provoker Unsure Consult community manager Concern/Question/Misinformation Why did they say it? Monitor YES NO YES NO UNSURE Worry / fear Trying to be funny Add to question register, monitor Respectfully correct facts and provide link. Use #mythbuster Is the problem being fixed? Explain what is being done to fix, provide link Are the facts correct? Find out more from SCC or CHO liaison UNSURE Is it worth sharing? Can you add value? Thank them for their post or RT Praise/Neutral YES Are the facts correct? NOYES NO YES Respectfully correct facts and provide link NO YES NO No further action Want to respond? Share, like or RT Respond with help, provide link Will doing something bring more attention than not? Has the community policed itself within 24 hours Remove/hide. Log. Explain why, and remind about our rules. Breach of our rules YES NO YES NO YES NO YES NO Will the community police itself? Are they a social influencer? What did they say? Who are they? Does it pose a legal risk? Monitor Resp nding t user c mments
  20. 20. And had to make sure resources were available
  21. 21. Resources People • Hand-picked team of 8-10 communication staff experienced using social media • Two shifts, to provide coverage from 7am-9pm • Roles: team leader; content creator; monitor and analyst, operations support (per shift) plus command centre leader Tools and technology • Laptops or PCs in stand-alone environment • 4G wireless internet cards • Hootsuite (monitoring, posting) • Tweetreach (reporting) • Mentionmapp, Klout • Gimpshop or Adobe Creative Suite • iPad, Sony XD cam and video editing software Reporting • Daily summary • Weekly KPI dashboard report
  22. 22. And then went back and did it again… Research Resources Risk Who Where Why
  23. 23. (c) William Gottlieb via Flickr So what did we learn?
  24. 24. Keep on listening Simon Krzic via Dreamstime.com #1
  25. 25. Image © 20th Century Fox and Alcon Entertainment Be ready any time Dude, where’s the password #2
  26. 26. Modifiedimagebasedonoriginal©byGrovs1viaPicasa Move fast or get left behind #3
  27. 27. Don’t be afraid when others try to help#4
  28. 28. Give up desire to control #5
  29. 29. #6
  30. 30. Time to wrap up…
  31. 31. Whew! That’s it… Questions? @DarrenWhitelaw

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