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Met office social media 2013

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Met Office social media
© Crown copyright Met Office
Why use social media?




© Crown copyright Met Office
A social journey
                       three years to build a community




© Crown copyright Met Office
Online communications
                       objectives
          Place the Met Office at the centre of online conversations on weather and climate
          by growing reach and driving traffic back to the Met Office.
          Increase engagement to grow understanding and inspire advocacy and pride in
          our world leading service.




© Crown copyright Met Office
Case Study:
Ex-hurricane Katia

• In early September 2011 Hurricane Katia
  crossed the Atlantic reaching the UK as a post-
  tropical storm.
• Traditional media began running stories of
  ‘hurricane to hit UK’ following story from a US
  forecaster.
• Integrated communications campaign
  undertaken to ensure weather forecast was
  effectively communicated and impacts were
  minimised.
Katia




© Crown copyright Met Office

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Met office social media 2013

  • 1. Met Office social media © Crown copyright Met Office
  • 2. Why use social media? © Crown copyright Met Office
  • 3. A social journey three years to build a community © Crown copyright Met Office
  • 4. Online communications objectives Place the Met Office at the centre of online conversations on weather and climate by growing reach and driving traffic back to the Met Office. Increase engagement to grow understanding and inspire advocacy and pride in our world leading service. © Crown copyright Met Office
  • 5. Case Study: Ex-hurricane Katia • In early September 2011 Hurricane Katia crossed the Atlantic reaching the UK as a post- tropical storm. • Traditional media began running stories of ‘hurricane to hit UK’ following story from a US forecaster. • Integrated communications campaign undertaken to ensure weather forecast was effectively communicated and impacts were minimised.
  • 7. Case Study: Ex-hurricane Katia • Produced You Tube videos to support our forecasts and warnings on our website gaining over 70,000 views over 4 days. • We worked with media outlets to syndicate videos and blog posts. • We provided integrated updates on the progress of the storm on our blog, Facebook & Twitter. • We asked for ‘User Generated Content’ such as observations and photos. • Engagement increased by 20% and reach by 27% in month
  • 8. Case Study: Saharan sand falls in the UK • Through social media monitoring noticed discussion on social media about sand on cars. • Created blog and video of satellite imagery showing the sand moving from the Sahara to the UK. • Shared video and blog post on social media channels. • Result: Met Office at centre of online conversation about Saharan sand. • 9,800 video views, high number of positive comments • 10,000 blog views • 173 retweets on Twitter • Shared by 73 people, seen by 4,700 people on Facebook • Video embedded into news stories • Blog and video top of Google for searches on Saharan sand
  • 9. LISTEN ENGAGE Met Office at centre of conversation © Crown copyright Met Office
  • 10. LISTEN ENGAGE Met Office at centre of conversation © Crown copyright Met Office