Using social media to expand your safety message outreach

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Fire departments and others interested in educating the public about how to keep safe are using social media (Facebook, Twitter, blogs, etc.) to help reach new audiences. But what's the best way to harness and take advantage of these online tools? This session will highlight some of the best examples of safety education social media efforts, tips on getting started, and our "Top Ten" most important techniques on using social media to your fullest advantage.

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  • Gives NFPA the ability to spread and reinforce our messages wider than ever beforeMore effective to “show” than to “tell”Videos are interesting – look at the phenomenal success of YouTube. Helps NFPA put a face/personality to a storyTell your story on a global scale. related videos comments, video responses, subscriptions, and easy trackingDigital recorders are cheap, easy to use, and come with editing software. Loading to YouTube is free. Tools in our arsenalVideo camera/editing softwareYouTube (and other providers) – free hosting and tallyingAllied Vaughn – outside hosting companyVideo camera and Flip video camera
  • Gives NFPA the ability to spread and reinforce our messages wider than ever beforeMore effective to “show” than to “tell”Videos are interesting – look at the phenomenal success of YouTube. Helps NFPA put a face/personality to a storyTell your story on a global scale. related videos comments, video , responses, subscriptions, and easy trackingDigital recorders are cheap, easy to use, and come with editing software. Loading to YouTube is free. Tools in our arsenalVideo camera/editing softwareYouTube (and other providers) – free hosting and tallyingAllied Vaughn – outside hosting companyVideo camera and Flip video camera
  • Gives NFPA the ability to spread and reinforce our messages wider than ever beforeMore effective to “show” than to “tell”Videos are interesting – look at the phenomenal success of YouTube. Helps NFPA put a face/personality to a storyTell your story on a global scale. related videos comments, video responses, subscriptions, and easy trackingDigital recorders are cheap, easy to use, and come with editing software. Loading to YouTube is free. Tools in our arsenalVideo camera/editing softwareYouTube (and other providers) – free hosting and tallyingAllied Vaughn – outside hosting companyVideo camera and Flip video camera
  • Contest StatisticsWe received 26 video submissions from firefighters & fire department employees throughout the United States and Canada, all hoping to be the Voice of Sparky!Voting on the 3 finalists was open to the public from 2/21 -2/28 to select a winnerIn total, there were 6,584 votes!Sparky’s Facebook page, created on 1/25, grew by 184% from the start of the contest through 3/1 (299 fans – 848 fans)You Tube contest video was viewed 1,748 times in FebruaryNFPA Contest Tweets had 128 retweetsand 87 link clicksContest was visited over 13,418 times in FebruarySparky’s Birthday NFPA website landing page received6,765 views in February
  • "Why do you attend the NFPA Conference & Expo?" The answer to that question just may get you a free registration to this year's event in Boston. Whether you're a regular attendee or will be a first-time attendee, we'd like to know why you attend and what you get out of NFPA's Conference & Expo.IN ONE WEEK, we received 38 blog comment submissions from people across the world, both first time and veteran Conference attendees, with responses to why the NFPA Conference & Expo is important to them. The Conference & Expo blog received 1,263 viewsThe Contest page on the www.nfpa.org site received 813 viewsOur Tweets announcing the contest and winner received 137 link clicksOur Facebook post announcing winner received 11,787 impressions and 21 commentsThe contest was promoted in several NFPA enewsletters, multiple NFPA blogs and on all social media sites
  • We had 20 road trip guesses throughout the morning. We gained 30 new fans for Sparky’s FB page on Tuesday (by comparison, we usually get 20-30 new fans in a week on his page). We also had 19 retweets of our Tweets throughout the day – and normally our Trivia Tuesday tweets get about 5-8 RTs. The NFPA blog received 236 views on Tuesday, and 423 views on Wednesday. The NFPA Facebook page posts about the road trip and Cake Boss received a total of 43,636 impressions, 78 likes, and 23 comments. The Sparky Facebook page posts about the road trip, and photos received 15,470 impressions, 45 likes and 17 comments. Carlo’s City Hall Bake Shop FB page posted our photo album to their wall and received 139 likes and 18 comments (they have 37,000+ fans). Joey and Mauro posted the blog post to their walls too – Mauro (4,878 fans) received 26 likes and 4 comments, and Joey (1,688 fans) received 23 likes and 2 comments.
  • Truth is – whether or not you want to play in the social media arena…your customers, your community, and all of your potential audiences are expecting it.And it’s not like the old days where we controlled all of our messages, and it was one-way communication. Social media means we give up some control…(QUOTE)It’s OUR job to be WHEN and WHERE our customers are and figuring out HOW do they like to communicate WHAT information they’re looking for
  • Using social media to expand your safety message outreach

    1. 1. M53: Using Social Media to Expand Your Safety Message Outreach<br />#NFPAConf<br />Lorraine Carli, Mike Hazell, Lauren Backstrom<br />Monday, June 13, 2:45-3:45pm<br />
    2. 2. Social Media Usage<br />Years to reach 50 million users<br />Radio: 38 years<br />TV: 13 years<br />Internet: 4 years<br />iPod: 3 years<br />Facebook: added 100 million users in less than 9 months <br />iPhone: 1 billion applications downloaded in 9 months<br /><ul><li>According to a Nielson study, on average, peoplespend 23.8% of their time on social networking siteseach day, or 3X more minutes on blogs & social networks than email
    3. 3. Number of Facebook users aged 55+ grew 922.7% in2010 (fastest and largest growth of any age group)
    4. 4. Facebook users aged 35-54 makeup the largest group of users at 29%
    5. 5. Twitter has over 300 million registered users (has grown by over 100 million since January 2011)
    6. 6. The average person spends 15 minutes a day on YouTube
    7. 7. You Tube video views exceed 3 billion each day</li></ul>#NFPAConf<br />
    8. 8. Social Media Usage<br />#NFPAConf<br />
    9. 9. Social Media at NFPA:Using electronic and Internet tools to share information and experiences to create value for the user.<br />Blogs<br />Social Networks<br />LinkedIn (10,260 members) <br />NFPA Facebook (18,081 likes) Firewise Facebook (430 likes) Fire Prevention Week -seasonal (120 likes)<br />Sparky Facebook (1,250 likes)<br />Fire Sprinkler Initiative (20,062 visits in 2011)<br />Fire Protection Research Foundation: (2,518 visits in 2011)<br />NFPA Conference & Expo (11,788 visits in 2011)Fire Service Today (7,549 visits in 2011)Firewise Communities (3,554 visits in 2011)Fire Prevention Week (seasonal)<br />Electric Vehicle Safety Training (5,340 visits in 2011)<br />Podcasts<br />Video<br />NFPA Podcast <br />Presentations<br />YouTube (790,932 views, 611 subscribers)<br />SlideShare (15,019 views) <br />MicroBlogs<br />RSS feeds<br />NFPA Twitter (5,679 followers)Firewise Twitter (1,067 followers)<br />NFPA Training Twitter (878 followers)FPW Twitter (499 followers)Marketing Twitter(s) (i.e. NFPA70 – 231 followers)<br />Fire-Safe Cigarettes: 39 subscribers <br />Fire Sprinkler Initiative: 68 subscribers <br />NFPA New releases: 256 subscribers <br />NFPA Professional Development: 87 subscribers<br />NFPA Public Education: 90 subscribers <br />NFPA Research: 7 subscribers <br />NFPA Codes and Standards: 250 subscribers <br />Fire Sprinkler Initiative blog: 35 subscribers <br />Fire Service Today blog: 77 subscribers <br />NFPA Conference & Expo blog: 61 subscribers <br />Firewise Communities blog: 11 subscribers <br />Audio<br />Forums<br />Firewise Network <br />Member Section Boards<br />*Numbers are as of May 2011<br />
    10. 10. Top 10 <br />Social media tips<br />#NFPAConf<br />
    11. 11. Top 10 Social Media Tips<br />#1<br />Plan your strategy<br /><ul><li>Outline goals, steps, tools, platforms to use
    12. 12. Find your customers; don’t assume you need to be everywhere</li></ul>#NFPAConf<br />
    13. 13. #NFPAConf<br />
    14. 14. #NFPAConf<br />
    15. 15. #NFPAConf<br />
    16. 16. 75 million Twitter users worldwide produce 140 million Tweets per day<br />#NFPAConf<br />
    17. 17. #NFPAConf<br />
    18. 18. #NFPAConf<br />
    19. 19. “A picture tells 1,000 words. A moving picturetells 10,000”<br />The #2 largest search engine in the world is YouTube!<br />#NFPAConf<br />
    20. 20. “A picture tells 1,000 words. A moving picturetells 10,000”<br />#NFPAConf<br />
    21. 21. “A picture tells 1,000 words. A moving picturetells 10,000”<br />NFPA’s most watched video on YouTube:<br /><ul><li> Posted 12/07
    22. 22. 189,278 views
    23. 23. 135 comments</li></ul>All NFPA videos on YouTube:<br /><ul><li> 782,078 views
    24. 24. 591 subscribers</li></ul>#NFPAConf<br />
    25. 25. Blogs (a blend of the term web log)<br />#NFPAConf<br />
    26. 26. Blogs<br />#NFPAConf<br />
    27. 27. Top 10 Social Media Tips<br />#2<br />Schedule time for social media <br /><ul><li>Monitoring / listening
    28. 28. Creating content
    29. 29. Engaging / interacting with people</li></ul>#NFPAConf<br />
    30. 30. Tweetdeck: Listening Tool<br />#NFPAConf<br />
    31. 31. Top 10 Social Media Tips<br />#3<br />Be authentic and human<br /><ul><li>Be transparent, answer complaints/questions in public on social media
    32. 32. Admit mistakes
    33. 33. Speak in human voice, not corporate speak</li></ul>#NFPAConf<br />
    34. 34. Red Cross’s Twitter Mistake<br />The Red Cross admitted the mistake on their corporate blog, as well as with the replacement Tweet. Dogfish Head Beer then asked people to donate money to the Red Cross following the incident, turning the mistake into a fundraiser. <br />#NFPAConf<br />
    35. 35. Top 10 Social Media Tips<br />#4<br />Relate to Current Events<br />#NFPAConf<br />
    36. 36. Example: Underwriters Laboratories<br />#NFPAConf<br />
    37. 37. Top 10 Social Media Tips <br />#5<br />Be social <br /><ul><li>Hold conversations with people
    38. 38. Ask questions
    39. 39. Interact with other profiles</li></ul>Posts with questions have 15% higher engagement<br />#NFPAConf<br />
    40. 40. Social Examples<br />#NFPAConf<br />
    41. 41. Top 10 Social Media Tips<br />#6<br />Provide value<br /><ul><li>Quality, useful, entertaining content
    42. 42. Give people a reason to follow your profiles
    43. 43. Consider exclusive announcements, deals through social media</li></ul>#NFPAConf<br />
    44. 44. Example: Domino’s Pizza<br />#NFPAConf<br />
    45. 45. Top 10 Social Media Tips <br />#7<br />Don’t share exact same content on all social media sites in the same format<br />#NFPAConf<br />
    46. 46. Examples: Firewise Communities & ANSI<br />#NFPAConf<br />
    47. 47. Examples: Firewise Communities & ANSI<br />#NFPAConf<br />
    48. 48. Top 10 Social Media Tips <br />#8<br />Make posts interesting and interactive<br /><ul><li>Incorporate multimedia often (videos, images)
    49. 49. Use games, quizzes and contests</li></ul>#TriviaTues<br />#NFPAConf<br />
    50. 50. Voice of Sparky contest<br />RESULTS<br /><ul><li> 26 video submissions
    51. 51. 6,584 votes on 3 finalists
    52. 52. Sparky’s Facebook page grew 184% in two months
    53. 53. Promotional contest video viewed 1,748 times
    54. 54. Contest page was visited 13,418 times in February
    55. 55. Contest Tweets had 128 re-tweets and 87 link clicks</li></ul>THE FINAL PRODUCT!<br />
    56. 56. Conference registration contest<br />RESULTS<br /><ul><li> 38 blog entries
    57. 57. 1,263 visits to blog
    58. 58. 813 visits to conference site
    59. 59. Tweets received 137 clicks
    60. 60. Facebook post announcing winner received 21 comments</li></ul>"I attend the NFPA Conference to network with peers who share ideas about how best to educate and protect our diverse communities. The education programs and life safety topics discussed are so varied and these programs provide the most current information on latest strategies, technology and publications relevant to every aspect of fire and life safety. Where else can you get all of that for the price? It is the most comprehensive conference I attend."<br />
    61. 61. Sparky’s road trip to the “Cake Boss” bakery<br />RESULTS<br /><ul><li> 20 guesses on destination
    62. 62. 30 new fans on Sparky </li></ul>Facebook page. 45 “likes” and 17 comments<br /><ul><li> 78 “likes” and 23 comments on NFPA Facebook page
    63. 63. Our photo album was posted on Cake Boss Facebook pages
    64. 64. 659 visits to blog </li></li></ul><li>Top 10 Social Media Tips <br />#9<br />Watch post frequency and timing<br />http://tweetwhen.com<br />#NFPAConf<br />
    65. 65. Example: Boston Fire Department<br />Twitter: 10-12 Tweets per day<br />Facebook: 1-2 posts per day<br />#NFPAConf<br />
    66. 66. Top 10 Social Media Tips <br />#10<br />Track performance/monitor results<br />#NFPAConf<br />
    67. 67. Example: Facebook Insights & Hootsuite Analytics<br />#NFPAConf<br />
    68. 68. “The more in control we are, the more out of touch we become. But the more willing we are to let go a little, the more we’re finding we get in touch with consumers.”<br />- A.G. Lafley, CEO, Procter & Gamble<br />#NFPAConf<br />
    69. 69. Questions?<br />

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