Social Media & Hurricane Sandy: Crisis Case Studies

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Social Media & Hurricane Sandy: Crisis Communications Case Studies from ConEdison, JetBlue and the MTA. Before, during and after the Hurricane that devastated much of the Northeast, these three organizations had a tremendous challenges to restore service and communicate with constituents and media.

Moderator:
Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi)
Panelists:
Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison)
Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider)
Eugene Ribeiro, Director, Promotions and Business Development, MTA New York City Transit ( @MTAInsider)
Morgan Johnston, Manager of Corporate Communications, Social Media Strategist, JetBlue (@MHJohnston, @JetBlue)

Presented on February 20th, 2013 at Affect (www.affect.com)

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Social Media & Hurricane Sandy: Crisis Case Studies

  1. Social Media & Hurricane Sandy:Crisis Case StudiesFebruary 20, 2013#SMWsandySlides available at slideshare.net/sfathi
  2. Panelists •  Moderator: Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi) •  Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison) •  Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider) •  Eugene Ribeiro, Director, Promotions and Business Development, MTA New York City Transit ( @MTAInsider) •  Morgan Johnston, Manager of Corporate Communications, Social Media Strategist, JetBlue (@MHJohnston, @JetBlue)February 20, 2013 Social Media Week: Social Media: and Hurricane Sandy Crisis Case Studies
  3. Michael ClendeninDirector of Media RelationsCon Edison@Con Edison
  4. Connec&ng  with  Customers  During   Hurricane  Sandy    • Communica&on  • Collabora&on  • Engagement  • Trends    
  5. @ConEdison  handle  5  
  6. Sandy  Social  Media  Facts  •  Pre-­‐Sandy:  6,500  TwiEer  followers    •  AHer  Sandy:  More  than  23,000  TwiEer   followers  •  Press  releases  retweeted  more  than  2,500   &mes  •  25  videos  about  prepara&on  and  response  that   were  viewed  more  than  100,000  &mes  •  About  140,000  views  on  Flickr  of  restora&on   efforts  6  
  7. Web  hits  7  
  8. Customer  Engagement  8  
  9. 9  
  10. Con  Edison  -­‐     Powering  Effec&ve  Social  Media  Engagement   Con  Edison  Trends:  Oct.  26  –  Nov.  12   161,000+  Total  men&ons  Top  Acvity     Various  Acvity  Snapshot   Approximate     Dates   (e.g.  Top  Handles)       Menons   29-Oct Highest hour ever, 10 p.m.: Substation “explosion” 40,247 Various topic mentions & Con Edison expects 2-Nov Manhattan restoration by Sat. 28,356 30-Oct Various mentions re: outages in NYC 23,523
  11. Con  Edison  -­‐     Powering  Effec&ve  Social  Media  Engagement @ConEdison  Tweet  History     -­‐  Between  10/26  –  11/12  11  
  12. Aaron DonovanMedia LiaisonMetropolitan Transportation Authority@Aaron_Donovan, @MTAInsiderEugene RibeiroDirector, Promotions and Business DevelopmentMTA New York City Transit@MTAInsider
  13. MTA & Social MediaResponse to Superstorm Sandy
  14. MTA & Social Media•  Primary communication channels about MTA service, facilities and plans. –  mta.info (Emergency Homepage) –  Press/Media –  Various MTA agency social media handles and YouTube account –  Digital Urban Panels –  On the Go Station Kiosks –  E-mail/Text Alerts Continuous communication facilitated before, during and after Sandy’s arrival. 14
  15. MTA & Social Media•  Regularly updated information via Twitter & Facebook•  Video via YouTube•  Still Photos via Flickr, Twitter & Facebook•  Four Basic Categories of Media shared –  Before: Preparation –  During: Storm Hits –  Aftermath, Part 1: Damage –  Aftermath, Part 2: Restoration 15  
  16. Updates via Twitter and Facebook•  Posts  and  RTs  of  Major   Announcements  by  Governor  •  Status  of  our  Infrastructure  •  Service  Updates   –  Subway,  Buses,  LIRR,  MNR,  B&T  have   separate  accounts  •  Photos  shared  to  tell  the  story  •  Links  to  Updated  Maps  and   Service  No&ces   –  Real  &me  posts   –  RT’ing  self  every  hour  •  Responses  to  Ques&ons   –  “For  everyone  asking  about  …”     16  
  17. Hurricane Sandy Recovery Map •  Constantly  updated  the   map  as  service  was   restored     •  Each  &me  the  map  was   updated,  we   immediately  posted  it     to  TwiEer  &  Facebook     •  Feedback  from   customers  was   overwhelmingly   posi&ve  each  &me   updated  service   restora&ons  became   visible  on  the  map   17
  18. Photos & Video•  Uploaded  to  Flickr  &  Facebook  •  Tweeted  Links  to  Flickr  and  YouTube  footage   –  Whole  galleries,  individual  s&lls  &  behind  the  scenes  video   18  
  19. Continued Communication – Rebuilding Efforts•  We’re continuing to inform customers of our rehab progress via our website –  Rebuilding the Rockaways –  South Ferry Station –  Montague Tube Links to these pages are also regularly included in related social media posts•  Public Response 19  
  20. Public Response Metropolitan  Transporta&on  Authority   20
  21. Morgan JohnstonManager of Corporate Communications,Social Media StrategistJetBlue@MHJohnston, @JetBlue
  22. Hurricane Sandy
  23. Phase  I:  Secure  Crewmembers  &  assets  Phase  II:  Confirm  loca&on  &  status    Phase  III:    Paced  resump&on  of  service    
  24. RECOVERING FROM HURRICANE SANDY
  25. RECOVERY  
  26. HURRICANE SANDY BY THE NUMBERS→   30,000+   →   19,200  boEles   →   1,600+  flight   →   150,000   residents  served   of  water   cancella&ons   Customers  with   meals   canceled  flights  →   70  LSC  volunteers   →   1,200  sodas   →   $8,000,000  in   → $4,800,000  in   addi&onal  OFP   addi&onal   refunds   Travelbank  credits  →   5,200  eat  up   →   1,200  blankets   → 80,000  addi&onal   →     8,000   boxes   calls  handled   incremental  IROP   tweets  →   16,000+   →   31  food  trucks   →   30,500,000   →   2,500  addi&onal   onboard  snacks   sent  to  lower   emails  sent   Speak  Up  emails   ManhaEan,   Rockaway,  NJ,  SI  →     4,000  each  of   → $700,000+  site   →   $100,000   →   1,920,000   free  coffee  and   dona&ons  to  the  Red   dona&on  dollars   TrueBlue  points   donuts  in  JFK  T5   Cross   matched   awarded  to  donators  
  27. Questions?@MHJohnston
  28. Q&A
  29. Social Media & Hurricane Sandy:Crisis Case StudiesFebruary 20, 2013#SMWsandySlides available at slideshare.net/sfathi

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