Fire + Ice Status Updates + Tweets Status Updates + Tweets Emergency communications in the social media age Ryan McNutt Ne...
Flickr user: gsloan
Moi <ul><li>Dalhousie’s new media officer since 2008 </li></ul><ul><li>Freelance music writer + musicology student </li></...
“ What’s that? There’s a fire at the ol’ college schoolhouse?!?!”
INTEGRATED   BRAND   MARKETING INTERNAL LAUNCH   PREVIEW March 2004 Flickr user: micmol
Goals <ul><li>Utilize our social media channels and monitoring software to  identify and respond to our audiences’ informa...
Tactics <ul><li>Dalhousie University Facebook page </li></ul><ul><ul><li>4,400 fans (Sept. ’10) </li></ul></ul><ul><li>@da...
Prologue – Planning <ul><li>Integration of new media officer into emergency communications operations. </li></ul>Director ...
Prologue - Planning <ul><li>Adoption of social media monitoring/measurement software </li></ul>
Chapter 1 – Asbestos <ul><li>April 8, 2010 </li></ul><ul><li>Life Sciences Centre building undergoing renovations </li></u...
 
INTEGRATED   BRAND   MARKETING INTERNAL LAUNCH   PREVIEW March 2004
INTEGRATED   BRAND   MARKETING INTERNAL LAUNCH   PREVIEW March 2004
Chapter Two – Fire <ul><li>July 24, 2010 (evening) </li></ul><ul><li>Fire breaks out on the 8th floor of the Life Sciences...
 
 
 
 
 
 
 
INTEGRATED   BRAND   MARKETING INTERNAL LAUNCH   PREVIEW March 2004
INTEGRATED   BRAND   MARKETING INTERNAL LAUNCH   PREVIEW March 2004
Chapter 3 - Hurricane Earl <ul><li>September 4, 2010 </li></ul><ul><li>Day before residence move-in for new students </li>...
INTEGRATED   BRAND   MARKETING INTERNAL LAUNCH   PREVIEW March 2004
INTEGRATED   BRAND   MARKETING INTERNAL LAUNCH   PREVIEW March 2004
 
Evaluation <ul><li>Quick, timely responses earned positive feedback from audiences, internal stakeholders and external obs...
Social results <ul><li>Facebook </li></ul><ul><ul><li>46 post likes, 43 user comments, 746 new fans (two week period), 911...
What we learned <ul><li>Opportunities </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Social capital </li></ul><...
Ryan McNutt [email_address] @ryanmcnutt mcnutt.wordpress.com Linkedin.com/in/ryanmcnutt THE END Presentation prep soundtra...
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Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media

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Slides from my presentation from #PSEweb 2011, delivered Friday May 20 in Toronto.

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Fire + Ice, Status Updates + Tweets: Emergency Communications and Social Media

  1. 1. Fire + Ice Status Updates + Tweets Status Updates + Tweets Emergency communications in the social media age Ryan McNutt New Media Officer Communications and Marketing Flickr user: morten gade
  2. 2. Flickr user: gsloan
  3. 3. Moi <ul><li>Dalhousie’s new media officer since 2008 </li></ul><ul><li>Freelance music writer + musicology student </li></ul><ul><li>My brother is a bigger deal on the Interweb than me and I’m mostly sorta okay with that </li></ul>
  4. 4. “ What’s that? There’s a fire at the ol’ college schoolhouse?!?!”
  5. 5. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004 Flickr user: micmol
  6. 6. Goals <ul><li>Utilize our social media channels and monitoring software to identify and respond to our audiences’ information needs. </li></ul><ul><li>Provide timely and relevant information about emerging situations throughout the multi-platform web environment. </li></ul><ul><li>Increase community membership, building channels for other communications and marketing objectives. </li></ul>
  7. 7. Tactics <ul><li>Dalhousie University Facebook page </li></ul><ul><ul><li>4,400 fans (Sept. ’10) </li></ul></ul><ul><li>@dalnews twitter account </li></ul><ul><ul><li>950 followers (Sept. ’10) </li></ul></ul><ul><li>Dal News website w/comment feature </li></ul><ul><ul><li>17,200 page views/week (2010) </li></ul></ul>
  8. 8. Prologue – Planning <ul><li>Integration of new media officer into emergency communications operations. </li></ul>Director of Security AVP Communications & Marketing Media Web Social Media Outreach to journalists Email, website update, text messaging Facebook, Twitter, etc.
  9. 9. Prologue - Planning <ul><li>Adoption of social media monitoring/measurement software </li></ul>
  10. 10. Chapter 1 – Asbestos <ul><li>April 8, 2010 </li></ul><ul><li>Life Sciences Centre building undergoing renovations </li></ul><ul><li>Asbestos discovery forces morning evacuation; subsequent re-entry order is rescinded </li></ul><ul><li>Building ends up closed for the weekend as Dept. of Labour inspects </li></ul>
  11. 12. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  12. 13. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  13. 14. Chapter Two – Fire <ul><li>July 24, 2010 (evening) </li></ul><ul><li>Fire breaks out on the 8th floor of the Life Sciences Centre </li></ul><ul><li>Piece of construction equipment on roof causes explosion heard throughout the city </li></ul><ul><li>News of fire spreads rapidly on Twitter </li></ul>
  14. 17.
  15. 23. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  16. 24. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  17. 25. Chapter 3 - Hurricane Earl <ul><li>September 4, 2010 </li></ul><ul><li>Day before residence move-in for new students </li></ul><ul><li>Made landfall just south of Halifax as a category 2 hurricane (120 km/hr) </li></ul><ul><li>252,000 residences (1 million people) left without power, almost 100,000 for more than 24 hours </li></ul>
  18. 26. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  19. 27. INTEGRATED BRAND MARKETING INTERNAL LAUNCH PREVIEW March 2004
  20. 29. Evaluation <ul><li>Quick, timely responses earned positive feedback from audiences, internal stakeholders and external observers </li></ul><ul><li>Helped in identifying deeper communications issues (discontent with Life Sciences’ retrofit) </li></ul><ul><li>All three social channels grew in 2010: Facebook 155%, Twitter 217%, Dal News 14% </li></ul>
  21. 30. Social results <ul><li>Facebook </li></ul><ul><ul><li>46 post likes, 43 user comments, 746 new fans (two week period), 911 clickthroughs to Dal News </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Retweets: 65 retweets, 198 new followers (two week period), 353 clickthroughs to Dal News </li></ul></ul><ul><li>Dal News </li></ul><ul><ul><li>29,962 page views, 181 comments </li></ul></ul>
  22. 31. What we learned <ul><li>Opportunities </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Social capital </li></ul></ul><ul><ul><li>Information sourcing </li></ul></ul><ul><ul><li>Reliability </li></ul></ul><ul><ul><li>Human-ness </li></ul></ul><ul><ul><li>Speed </li></ul></ul><ul><li>Challenges </li></ul><ul><li>Detail Translation Speed </li></ul>
  23. 32. Ryan McNutt [email_address] @ryanmcnutt mcnutt.wordpress.com Linkedin.com/in/ryanmcnutt THE END Presentation prep soundtrack ...questions? Fucked Up David Comes to Life One Hundred Dollars Songs of Man Austra Feel it Break Sloan The Double Cross Miracle Fortress Was I The Wave? Colin Stetson New History Warfare Vol. 2 - Judges

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