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Social Media-Interacting With Your Stakeholders

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A major premise of social media is that it refers to the use of web-based and mobile technologies that specifically turn communication into an interactive dialogue. Those two words are key to your understanding of social media. This communication is very unique and quite different that the more traditional communication strategies …it requires that we actively engage our audience in a mobile and interactive fashion.

How do you interact with your audience? What does it really mean to have a dialogue versus our old standard of using one-way communication? We will focus on communication guidelines in the world of social media and basic steps to avoid getting into trouble in this brave and bold new universe.

What tools do you use to reach out to your key constituents? You will likely not be able to play in all of them so which ones do you choose? And how can you possibly “staff up” to accomplish all of these communication goals in a fiscally constrained world?

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Social Media-Interacting With Your Stakeholders

  1. 1. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Social Media: Interacting with your Stakeholders
  2. 2. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Agenda •  Definitions •  Historical perspective •  Case Study •  Demographics •  The Steps of Engagement •  Ways to Interact •  Interaction is a Conversation November 2011 www.ems-solutionsinc.com 2
  3. 3. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Definitions November 2011 www.ems-solutionsinc.com 3
  4. 4. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Social Media •  Social Media: Web-based and mobile technologies able to turn communication into an interactive dialogue, allowing the creation and exchange of user-generated content. –  Mobile. –  Interactive –  User generated. •  “By the people, for the people.” November 2011 www.ems-solutionsinc.com 4
  5. 5. Out of Danger Comes Emergency Management & Safety Solutions Opportunity Other Basic Definitions•  Twitter: is an online social networking and microblogging service that enables its users to send and read text- based posts of up to 140 characters, informally known as "tweets".•  Hashtag: short codes signaling the message’s content started with a # symbol.•  Trending topic: a word, phrase or topic that is posted (tweeted) multiple times on Twitter.•  API: application programming interface is a particular set of rules (code) and specifications that software programs can follow to communicate with each other. November 2011 www.ems-solutionsinc.com 5
  6. 6. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Historical Perspective November 2011 www.ems-solutionsinc.com 6
  7. 7. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity A More Primitive Time… November 2011 www.ems-solutionsinc.com 7
  8. 8. Out ofDangerComesOpportunity In The Old Days… Emergency Management & Safety Solutions Disaster Occurred…Loma Prieta Earthquake (1989) Responders responded… PIO collected information… Prepared a press release… PIO informs the anxious, waiting public at a formal press conference November 2011 www.ems-solutionsinc.com 8
  9. 9. Out ofDangerComes Emergency Management & Safety SolutionsOpportunityOur More Contemporary Time… November 2011 www.ems-solutionsinc.com 9
  10. 10. Brave New Word…Out ofDangerComes Emergency Management & Safety SolutionsOpportunity An F5 Tornado approaching Joplin – Broadcast on YouTube – with over 4,271,000 views (http://tinyurl.com/43b5n35) Within moments, people are informing people… Tweeting, FBing, posting images and video all in real time November 2011 www.ems-solutionsinc.com 10
  11. 11. Out ofDangerComes Emergency Management & Safety Solutions And oh, yes…the contemporaryOpportunity media did play a role too! November 2011 www.ems-solutionsinc.com 11
  12. 12. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Case Study November 2011 www.ems-solutionsinc.com 12
  13. 13. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity August 23, 2011 •  The 5.8 Virginia earthquake that hit last August resulted in almost instantaneous tweets – quake was at 1:51pm. –  First tweets noted at 1:51pm •  First tweet reached NYC 40 seconds ahead of the quakes first shock waves.* •  Tweets peaked at 5,500 per second. * SocialFlow November 2011 www.ems-solutionsinc.com 13
  14. 14. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity One of the First Tweets •  One of the first people to Tweet about the quake was @b_mc817, posted a mere 30 seconds after the earthquake began, it is most likely that this user was typing as the tremor was taking place November 2011 www.ems-solutionsinc.com 14
  15. 15. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity November 2011 www.ems-solutionsinc.com 15
  16. 16. Out of Danger Comes Emergency Management & Safety Solutions Opportunity30 seconds later, thousands are tweeting around the DC area.At this point in time people outside the area currently affected by the quake,tweeting about it. The green circles represent people who have spottedan earthquake related Tweet most likely through their stream, and within30 seconds have already posted a response! November 2011 www.ems-solutionsinc.com 16
  17. 17. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity It spreads to Boston, across Maine and Florida, reaching Toronto at 1:52:35. November 2011 www.ems-solutionsinc.com 17
  18. 18. Out ofDangerComes Emergency Management & Safety SolutionsOpportunityTotally overwhelming the networks, within a minute there weremore than 40,000 earthquake related Tweets, with a record-breaking velocity of 5,500 Tweets per second. November 2011 www.ems-solutionsinc.com 18http://173.254.16.66/rnd/quake-map/?size=large
  19. 19. Out ofDangerComes Emergency Management & Safety SolutionsOpportunityHumans as EQ Sensors: There was a clear 40-50 second warningsignal between the very start and the New York City region. This signalmanages to reach tens of thousands of people before a minute is over,in effect, a network of human sensors that not only identifies a November 2011 www.ems-solutionsinc.com 19substantial event, but also passes on information in remarkable ways.
  20. 20. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Widespread Shaking…Lots to Tweet November 2011 www.ems-solutionsinc.com 20
  21. 21. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Soon We Will Expect To See… November 2011 www.ems-solutionsinc.com 21
  22. 22. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity In All Building Stairwells November 2011 www.ems-solutionsinc.com 22
  23. 23. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Demographics November 2011 www.ems-solutionsinc.com 23
  24. 24. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Facebook•  Facebook is the only social networks that knows no generational limits.•  From grandparents to teenagers, it is the largest of the social networks — attracting users of all ages.•  A recent study by Forrester found that of U.S. adults who use social networking sites, 96% of them are on FB. November 2011 www.ems-solutionsinc.com 24
  25. 25. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Which social media sites do you have an account ? Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/ November 2011 www.ems-solutionsinc.com 25
  26. 26. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity How frequently do you participate in social media? Mashable http://mashable.com/2011/11/04/facebook-most-popular-forrester/ November 2011 www.ems-solutionsinc.com 26
  27. 27. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity The Steps of Engagement November 2011 www.ems-solutionsinc.com 27
  28. 28. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Social Media Engagement•  Social media engagement is comprised of four steps: Listen 1.  Listen. 2.  Respond. Measure Engage 3.  Engage. 4.  Measure. Respond •  Today we will focus on the first three as those help build interaction. November 2011 www.ems-solutionsinc.com 28
  29. 29. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Ways to Interact November 2011 www.ems-solutionsinc.com 29
  30. 30. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Ways to Interact •  There are many tools to listen, respond and engage – in other words interact with the public and your target audience. •  The key thing to keep in mind: –  Be a participant, that means be an active participant in the SM tools you follow. –  Don’t be a voyeur. November 2011 www.ems-solutionsinc.com 30
  31. 31. Out of Danger Comes Emergency Management & Safety Solutions Opportunity There are Lots of Options•  There are lots of options in social media for interaction. Before you begin, determine your strategy (discussed last webinar).•  As your are looking at tools, remember that your first actions are to: –  Monitor –  Listen. November 2011 www.ems-solutionsinc.com 31
  32. 32. Out of Danger Comes Emergency Management & Safety Solutions Opportunity Leverage LinkedIn•  Business-related social networking site.•  Actively participate. –  Post unique comments, insights, perspectives. –  Engage the group with interesting, timely questions and/or observations•  Join relevant groups.•  The goal: to become a thought leader. November 2011 www.ems-solutionsinc.com 32
  33. 33. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Facebook •  Do: –  Create page that promotes your brand. –  Create traffic to your website. –  Invite discussions. November 2011 www.ems-solutionsinc.com 33
  34. 34. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Facebook •  Don’t: –  Create a page and not keep it up or update often. –  Try a hard sell approach. –  Censor comments. –  Spam your friends. November 2011 www.ems-solutionsinc.com 34
  35. 35. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity You Tube•  Must have purposeful video with strong content that resonates with your audience.•  Use key words in the title.•  Should have a strong call to action to get them to do….???•  Integrate your videos into other social media. November 2011 www.ems-solutionsinc.com 35
  36. 36. Out of Danger Comes Emergency Management & Safety Solutions Opportunity Twitter•  Share timely information.•  Spread useable links.•  Personify your image/ brand.•  Build credibility and spread influence.•  Follow competitors.•  Tweets are now part of Google search so think – key words. November 2011 www.ems-solutionsinc.com 36
  37. 37. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Blogs •  A blog features diary-type commentary and links to articles on other Web sites, usually presented as a list of entries in reverse chronological order. •  Write your own blog. –  Link to other blogs and association groups. Add to your Linkedin. •  Read other blogs –  Link them to yours via pingbacks. –  Comment. –  Ask and/or answer questions. November 2011 www.ems-solutionsinc.com 37
  38. 38. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Interaction is a Conversation November 2011 www.ems-solutionsinc.com 38
  39. 39. Out of Danger Comes Emergency Management & Safety Solutions Opportunity Interaction is a Conversation•  Interaction is not talking at your target market, but rather speaking with them. –  This is called a “conversation.” November 2011 www.ems-solutionsinc.com 39
  40. 40. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Interaction Is and Is Not…•  Interaction is: –  A two-way street – talking and listening. –  When you speak: •  Speak as a peer, rather than just as a spokesperson or salesperson. November 2011 www.ems-solutionsinc.com 40
  41. 41. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Interaction Is and Is Not… •  Interaction is NOT: –  A sales pitch. •  Concentrate on listening to the people who are investing in your writing and social media presence. –  A numbers game. •  Quality is always better than quantity. –  It not selling: •  Don’t just push your message. November 2011 www.ems-solutionsinc.com 41
  42. 42. Out ofDangerComes Emergency Management & Safety SolutionsOpportunity Thank you Regina Phelps, CEM, RN, BSN, MPA Emergency Management & Safety Solutions San Francisco, California 415-643-4300 www.ems-solutionsinc.com November 2011 www.ems-solutionsinc.com 42

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