Ben COM and social media
Colombo – 09.10.2013
Caroline Austin and Philippe Stoll
Session today
Programme
1. Expectations
2. Introduction
3. Discussion on Social media - uses
4. Presentation
5. Exercise
6...
Expectations

Tell us in two
words what you
expect from this
session
1. Introduction

Ben COM and social media
What are Social Media Platforms?
Online services, websites and mobile phone apps
through which people can communicate publ...
Thai Floods case study: twitter
•  Increase in activity with hashtags related to flooding in
October as water reached the ...
Thai Floods case study: twitter
•  Information sought included the following:
–  People sending information updates and
al...
3. Discussion
a. Who is active on social media and on which channel?
b. What is the difference between private and profess...
4. Presentation

How to engage with people/beneficiaries
on social media?
4. Presentation

•  Who are beneficiaries:
1. People we provide a service to
in RCRC.
2. Someone having an impact on the
b...
4. Presentation

1)  Before
2)  During a crisis
3)  After
4. Presentation

a.

Preparedness

-  Work on a strategy
-  Get the leadership by-in
-  Internal workflow
-  Budget and re...
4. Presentation

a.

Preparedness (cont)

-  Content creation
-  Understand the risks of communicating
in your context on ...
What content works
on social media?
Regular, useful and relevant updates
that keep people interested.

17/10/13

18

Social Media for Good –
www.sm4good.com
Humour can help: Don’t be tooooooooooo
serious, even if the topic is serious
17/10/13
21 types of
content we
all crave
17/10/13

Source:
http://contentmarketinginstitute.com/2012/06/contentwe-crave/
Visual content is essential
•  On Facebook, videos are shared 12X
more than links and text posts combined.
•  On Facebook,...
4. Presentation

b.

Understanding

-  How do your beneficiaries use Smed?
-  Which are their preferred channel?
-  What i...
4. Presentation

c.

Scanning

-  Identify and monitor key players
(individuals and organisations) in Smed
-  Identify and...
4. Presentation

c.  Scanning
- Tools and tips (Hootsuite)
4. Presentation

d.

Connecting

-  Build your own audience
-  Engage online and off-line with
key players
-  E-volunteers...
4. Presentation

2. During a crisis
a. Communicating
b. Responding
c. Engaging
d. Analysing
4. Presentation

a.

Communicating

-  Be timely
-  Be proactive, but don’t forget to listen
-  Use different channels and...
4. Presentation

a.

Communicating (cont.)

-  Use targeted languages
-  Schedule posts
-  Target posts (on Facebook)
-  B...
4. Presentation

b.

Responding

-  Be timely
-  Chain of decision
-  Use appropriate language
-  Don't be afraid to ackno...
4. Presentation

b.

Responding

- Use different channels for the response
-  Personalise the message
-  Thank people
If r...
4. Presentation

c.

Engaging

-  Be timely
-  Ask questions but be prepared to answer
-  Ask people to contribute
-  Use ...
4. Presentation

d.

Analysing

-  Be timely
-  Identify leaders of opinion
-  Identify words that work
(#hashtags)
-  Ide...
4. Presentation

During a crisis:
Challenges of mis-information and
verifying on Smed.
“Twitter had over 500 million users...
Advice to verify information
•  What has this user posted in the past?
•  What does the user’s profile tell you in this
co...
4. Presentation

3. After a crisis
-  Lessons' learned (include your
leadership)
-  Maintain your network, esp. the new
co...
5. Exercise

Fill in the table:
a. List the players on social media that
you need to connect with in your context
b. List ...
6s. Testing the guidelines

Split in two groups
Group A (experienced users of social
media): review and comment on the
"re...
6. Exercise
Thank you for your attention
@pstollicrc
pstoll@icrc.org
@carolineawrites
caroline.austin@ifrc.org
FILM
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
Ben com and social media   colombo
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Ben com and social media colombo

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How to be prepared to use social media during emergencies with a view to engaging with victims and beneficiaries of humanitarian aid.
A presentation by Caroline Austin (@carolineawrites) and Philippe Stoll (@pstollicrc) done during the Beneficiary Communication Boot Camp organised in Colombo (Sri Lanka) between 07-11.10.2013 and organised by the International Federation of the Red Cross and Red Crescent Societies (@federation), the Sri Lanka Red Cross Society (@SLRedCross) and the International Committee of the Red Cross (@ICRC).

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Ben com and social media colombo

  1. 1. Ben COM and social media Colombo – 09.10.2013 Caroline Austin and Philippe Stoll
  2. 2. Session today Programme 1. Expectations 2. Introduction 3. Discussion on Social media - uses 4. Presentation 5. Exercise 6. Testing the guidelines
  3. 3. Expectations Tell us in two words what you expect from this session
  4. 4. 1. Introduction Ben COM and social media
  5. 5. What are Social Media Platforms? Online services, websites and mobile phone apps through which people can communicate publicly. • Facebook • Twitter • YouTube • Blogs • Pinterest • Instagram • Flickr ….. 1,000s of different platforms – all based on the same ideas. 5
  6. 6. Thai Floods case study: twitter •  Increase in activity with hashtags related to flooding in October as water reached the urban areas of Bangkok.
  7. 7. Thai Floods case study: twitter •  Information sought included the following: –  People sending information updates and alerts (39.1%) –  People feeding back, complaints and comments (37.3%) –  Requests for assistance (8.4%) –  Support announcements – i.e. where to get aid or assistance (10.2%) –  Specific request for information (5%)
  8. 8. 3. Discussion a. Who is active on social media and on which channel? b. What is the difference between private and professional use? c. Which channel do you use for which objective? d. List the channel used by your NS? e. Give one positive and one negative story (not necessary linked to BenCom) f. What is your top 2 tips for two way communication on Smed (only if you do this)?
  9. 9. 4. Presentation How to engage with people/beneficiaries on social media?
  10. 10. 4. Presentation •  Who are beneficiaries: 1. People we provide a service to in RCRC. 2. Someone having an impact on the bens (govt, stakeholders)
  11. 11. 4. Presentation 1)  Before 2)  During a crisis 3)  After
  12. 12. 4. Presentation a. Preparedness -  Work on a strategy -  Get the leadership by-in -  Internal workflow -  Budget and resource -  Be conversant with the social media environment of your country -  Choose the correct social media streams - Testing and practicing across your network (HQ To branch)
  13. 13. 4. Presentation a. Preparedness (cont) -  Content creation -  Understand the risks of communicating in your context on Smed -  Partnerships -  Donation mechanism -  Agreement with Smed companies -  Training
  14. 14. What content works on social media?
  15. 15. Regular, useful and relevant updates that keep people interested. 17/10/13 18 Social Media for Good – www.sm4good.com
  16. 16. Humour can help: Don’t be tooooooooooo serious, even if the topic is serious 17/10/13
  17. 17. 21 types of content we all crave 17/10/13 Source: http://contentmarketinginstitute.com/2012/06/contentwe-crave/
  18. 18. Visual content is essential •  On Facebook, videos are shared 12X more than links and text posts combined. •  On Facebook, photos are liked 2X more than text updates. •  On YouTube, 100 million users are liking/ commenting on videos every week.
  19. 19. 4. Presentation b. Understanding -  How do your beneficiaries use Smed? -  Which are their preferred channel? -  What information are they sharing? -  How do people participate in your community? -  Will they voice their needs over social media? -  Will your Smed strategy place them at the centre of your programme -  Work off and online
  20. 20. 4. Presentation c. Scanning -  Identify and monitor key players (individuals and organisations) in Smed -  Identify and monitor key words -  Adapt your system to the latest developments -  Scanning is for action -  Work online and offline
  21. 21. 4. Presentation c.  Scanning - Tools and tips (Hootsuite)
  22. 22. 4. Presentation d. Connecting -  Build your own audience -  Engage online and off-line with key players -  E-volunteers -  Publicity?
  23. 23. 4. Presentation 2. During a crisis a. Communicating b. Responding c. Engaging d. Analysing
  24. 24. 4. Presentation a. Communicating -  Be timely -  Be proactive, but don’t forget to listen -  Use different channels and different mediums -  Dedicate staff -  Work as directly as possible with leadership and operations
  25. 25. 4. Presentation a. Communicating (cont.) -  Use targeted languages -  Schedule posts -  Target posts (on Facebook) -  Be consistent and avoid mixed or contradictory messages -  Activate your network (external and internal)
  26. 26. 4. Presentation b. Responding -  Be timely -  Chain of decision -  Use appropriate language -  Don't be afraid to acknowledge -  Link to your official documents
  27. 27. 4. Presentation b. Responding - Use different channels for the response -  Personalise the message -  Thank people If reputation crisis -  identify the origin of the information
  28. 28. 4. Presentation c. Engaging -  Be timely -  Ask questions but be prepared to answer -  Ask people to contribute -  Use your network -  Understand the people’s need -  Match your organisations capacity/ objective and people’s needs
  29. 29. 4. Presentation d. Analysing -  Be timely -  Identify leaders of opinion -  Identify words that work (#hashtags) -  Identify trends -  Identify flow of information
  30. 30. 4. Presentation During a crisis: Challenges of mis-information and verifying on Smed. “Twitter had over 500 million users generating 400 million messages a day” WDR 2013 Tips: Intervene where possible: Australian emergency personnel used a hashtag #mythbuster to tag every tweet to counteract rumours and disinformation
  31. 31. Advice to verify information •  What has this user posted in the past? •  What does the user’s profile tell you in this context? •  Are there other sources? •  Ask internal and external experts •  What about GPS data •  Reverse image search ( http://www.tineye.com/) or ( http://www.tineye.com/) 17/10/13 41
  32. 32. 4. Presentation 3. After a crisis -  Lessons' learned (include your leadership) -  Maintain your network, esp. the new connections – provide feedback -  (if not done during the crisis – thank the people) -  Continue the monitoring -  More training?
  33. 33. 5. Exercise Fill in the table: a. List the players on social media that you need to connect with in your context b. List the people in your NS that you need to convince c. Issues for scanning d. Training needs e. Any possible partnerships
  34. 34. 6s. Testing the guidelines Split in two groups Group A (experienced users of social media): review and comment on the "response worthy" flow chart Group B (with less experience use of social media): - give your input to the social media guideline
  35. 35. 6. Exercise
  36. 36. Thank you for your attention @pstollicrc pstoll@icrc.org @carolineawrites caroline.austin@ifrc.org
  37. 37. FILM

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