Social Media and Crisis Management

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Social media has a powerful place in crisis management not only as a way to get notifications and status messages out but to also gather intelligence about events and gather feedback. This presentation by Mark Gibbs at Everbridge's Notification World conference introduces social media and then focuses on the use of and technology behind Twitter.

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Social Media and Crisis Management

  1. 1. Social Media and Crisis Management Mark Gibbs mgibbs@gibbs.com http://gibbs.com
  2. 2. • Join and leave conversations • Sometimes just listen in • Have private conversations • Hear interesting things • Say interesting things • Hear news and gossip • Spread news and gossip
  3. 3. Social Networking • Just like a huge cocktail party • But virtualized … • With everything recorded … • And global … • And minimally structured … • And very, very new.
  4. 4. What is Social Media? • Media that provides an open communications channel • Characterized by a many-to-many connection model • Fosters community
  5. 5. What is Social Media? • Now accounts for 11 percent of all time spent online in the US. • Over 25% of U.S. internet page views occurred at one of the top social networking sites in December 2009, up from 13.8% a year before.
  6. 6. What is Social Media? • Forums • Weblogs • Microblogs • Wikis • Content rating services • Social bookmarking
  7. 7. What is Social Media? • Media that allows engagement – Feedback – Rating – Citing – Forwarding
  8. 8. What is a Crisis? Three elements are common to most definitions of crisis: – a threat to the organization – the element of surprise – a short decision time
  9. 9. What Do You Need In A Crisis? • Communications channels – Inbound – Outbound • Data • Information • Flexibility • Reliability
  10. 10. Social Media Are Communications Channels Internal Affiliates Communities News Media The General Public
  11. 11. The Social Media Universe Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga / Micro-blogging & Presence applications: FMyLife, Jaiku, Plurk, Twitter, Tumblr, Posterous, Yammer, Qaiku / Social networking: Facebook, Geni.com, Hi5, LinkedIn, MySpace, Ning, Orkut, Skyrock, Qzone, Vkontakte, RenRen, Kaixin, ASmallWorld, studivz, Xing, RunAlong.se, Bebo, BigTent, Elgg, Hyves, Flirtomatic / Social network aggregation: NutshellMail, FriendFeed,dillidost.com / Events: Upcoming, Eventful, Meetup.com / Wikis: Wikimedia, PBworks, Wetpaint / Social bookmarking (or social tagging): Delicious, StumbleUpon, Google Reader, CiteULike / Social news: Digg, Mixx, Reddit, NowPublic / Photography and art sharing: deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr / Video sharing: YouTube, Viddler, Vimeo, sevenload, Zideo / Livecasting: Ustream.tv, Justin.tv, Stickam, Skype, OpenCU / Music and audio sharing: MySpace Music, The Hype Machine, Last.fm, ccMixter, ShareTheMusic / Presentation sharing: slideshare, scribd / Product reviews: epinions.com, MouthShut.com / Business reviews: Customer Lobby, yelp.com / Community Q&A: Yahoo! Answers, WikiAnswers, Askville, Google Answers / Media and entertainment platforms: Cisco Eos / Virtual worlds: Second Life, The Sims Online, Forterra / Game sharing: Miniclip, Kongregate
  12. 12. • Founded 2006 • Founder Biz Stone: "2010 is really going to be the revenue year. I don't know if we're going to be profitable, but we have plenty of time.“ • Google and Bing deals • $4M predicted for ’10 * • Promoted tweets launched 4/14 • Projections for the end of 2013: • $1.54 billion in revenue • $111 million in net earnings • 1 billion users • Investment: ~$150 million • Worth … $1,000,000,000 * http://www.businessinsider.com/twitter-will-earn-4-million-this-year-2009-10
  13. 13. What is Twitter? On the Web or through an app A “microblogging” Web site and Web service A “tweet”: Maximum 140 characters including spaces
  14. 14. Twitter & Everyone Public Timeline Now 600 tweets per second! That’s about 50 million tweets a day or roughly 20,000,000,000 per year.
  15. 15. You & Everyone 21,287,217 unique visitors in March, 2010
  16. 16. http://www.informationisbeautiful.net/2009/more-truth-about-twitter/
  17. 17. How Active Are Twitter Users? • 1 billion tweets by November 2008 • 1.6 billion by the end of April 2009 • The 5 billionth ("The Pentagigatweet“) on October 18th, 2009 http://news.cnet.com/8301-13577_3-10378353-36.html?part=rss&subj=news&tag=2547-1_3-0-20
  18. 18. Types of Tweets This is a tweet that will be seen in the public timeline and by my followers This is a tweet with a URL – http://gibbsuniversal.com/sentimeter This is a tweet with a shortened URL – http://bit.ly/44iVMz This is a tweet with hashtags that will be seen in the #public #timeline and by my followers @fred This is a tweet that will seen by “fred” even if he isn’t following me and will be seen in the public timeline and by my followers RT @fred This is a re-tweet that will that will seen by “fred” even if he isn’t following me, in the public timeline, and by my followers This is a tweet that will that will seen in the public timeline, and by my followers that asks for a re-tweet; Pls RT D fred This is a private tweet that will only be seen by “fred”
  19. 19. Successful Tweets • You must have an agenda • Work your agenda • Make timely responses • Bring news to the party • Retweet to engage (always attribute) • Ask for Retweets • Repeat your tweets
  20. 20. Twitter Growth • Twitter grew over 650% in 2009 -- (compete.com) • Now more than 1,800 Twitter-based or connected tools and applications -- (oneforty.com) http://siteanalytics.compete.com/twitter.com/
  21. 21. http://ebiquity.umbc.edu/blogger/2007/04/19/twitter-social-network-analysis/
  22. 22. @quistuipater
  23. 23. My Tweets http://tweetstats.com/
  24. 24. Client Software I Use http://tweetstats.com/
  25. 25. My Followers
  26. 26. Followers I Don’t Need
  27. 27. What Do We Tweet About? 4% 6% 4% Spam 6% 4% Spam Self promotio 4% Self promotion News News Pass along va 9% Pass along value 9% Conversation Conversational 41% The WYAFL 41% Pointless babblebab Pointless Syndrome 38% 38%
  28. 28. What’s the Business Value?
  29. 29. Twitter for Business • Competitive Insight – News – Sentiment • Public relations – News – Brand building and maintenance • Customer service • Advertising and selling stuff • Internal social networking
  30. 30. How Reliable is Twitter?
  31. 31. http://www.pingdom.com/reports/vb1395a6sww3/check_overview/?name=twitter.com%2Fhome
  32. 32. http://www.pingdom.com/reports/vb1395a6sww3/check_overview/?name=twitter.com%2Fhome
  33. 33. Google search -- site:twitter.com/*username
  34. 34. Success • Dell • Starbucks • JetBlue • Wholefoods
  35. 35. $6,500,000 earned from Twitter (since 2007)
  36. 36. http://www.cnn.com/2009/HEALTH/10/09/cheating.death.suspended.animation/index.html?iref=topnews
  37. 37. Making Twitter Your %@#$&
  38. 38. Twitter Clients http://www.seesmic.com/ http://www.tweetdeck.com/
  39. 39. Twitter for Crises • News monitoring • Feedback • Realtime status • Resource tracking
  40. 40. Twitter API http://apiwiki.twitter.com/
  41. 41. Web Applications
  42. 42. Hashtag Tracker http://gibbs.com/motm/
  43. 43. Xcelsius
  44. 44. CTC Blog RSS Feed – automatically checked every six hours Twitterfeed Twitter API Twitter
  45. 45. http://gibbsuniversal.com/sentimeter/
  46. 46. Analyzing Sentiment •The Twitter Search API •The OpenAmplify API; a linguistic analysis engine offered as a Web service. http://www.openamplify.com/
  47. 47. Search Twitter for a term Submit search result to OpenAmplify Extract sentiment “signals” Graph Results
  48. 48. http://gibbs.com/guii/sentimeter.html
  49. 49. http://gibbs.com/guii/sentimeter.html
  50. 50. Next Steps • Reimplement in Runtime Revolution and or Alpha Five • Add multiple search term support • Add alerts • Add collaborative analysis • Add server-based analysis
  51. 51. Should You Care About Social Media? • It’s YACC (“yet another communications channel”) • It’s being leveraged by all sorts of organizations • It’s a consumer focus • It’s low cost with high potential
  52. 52. Yes, you absolutely should care! If you ignore social media you will be missing out on a strategic business opportunity …
  53. 53. Thank-you.

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