Social Media and Crisis Communication


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Social Media and Crisis Communication

  1. 1. Social Media, it’s more than just marketing.01/22/09 - RAPIO<br />
  2. 2. Social Media, it’s more than just marketing.<br />About me: Ramsey Mohsen<br />Project Lead & Web Consultant at Digital Evolution Group<br />Video blogger, blogger, former lifecaster on Justin.TV<br />
  3. 3. Social Media, it’s more than just marketing.<br />Where I work: Digital Evolution Group<br />9 year old e-business consultancy<br />Voted one of the best web development firms in the region (Ingram’s)<br />National and regional awards for thought leadership and results<br />
  4. 4. Social Media, it’s more than just marketing.<br />Today’s Agenda<br />Benefits of Social Media<br />Quick 101<br />Twitter: Crisis Communication<br />Twitter: Customer Service<br />Democratization of Data<br />Q&A<br />
  5. 5. Benefits of Social Media Engagement<br />
  6. 6. // New Capabilities<br />raise organization / brand awareness<br />position your organization as a thought leader<br />drive conversions (traffic, registrations, sales)<br />allow you to converse directly with your audience<br />allow you to listen to your audience’s needs/wants<br />provide interesting insights and anecdotal evidence<br />complement your marketing and PR strategies<br />- adapted from Listrak’s “Social Media Synergy”<br />
  7. 7. What is Social Media?<br />
  8. 8. // Some Definitions<br />Interactive Marketing<br />listening to the customer, storing the information, and then acting on the information in a way the customer finds meaningful, valuable, and compelling<br />= Conversation? <br />= Social Marketing?<br />
  9. 9. // Some Definitions<br />“Social media is not a conversation.It is where a conversation takes place.”<br />- Jay Baer, social media strategist <br />
  10. 10. // Trust and Influence<br />Level of Trust is Down<br />77 percent trust corporations less this year<br />trust in business and government at historical lows<br /> trust in news media is down in double digits<br />- 2009 Edelman TrustBarometer<br />
  11. 11. // Trust and Influence<br />Who do people trust?<br />friends, family, professionals or “experts”<br />strangers almost as much as face-to-face, especially in well-regulated environments<br />strangers considerably more than celebrities, advertising, organizational websites<br />increasingly, blogs<br />- Universal McCann Survey (September 2008)<br />
  12. 12. // Increase in Channels<br />Old Word-of-Mouth<br />New Word-of-Mouth<br />
  13. 13. // Increase in Channels<br />Effect of Reciprocal Attention on Relevancy<br />
  14. 14. Be Relevant<br />Content Differences Between Facebook / Twitter:<br />Twitter is more urgent, immediate, velocity<br />Twitter is more conversational<br />Twitter has the advantage of being mobile-oriented<br />Facebook can more flexibly present richer content<br />Facebook is more referential and detailed<br />Facebook is aimed at more lightly engaged<br />
  15. 15. Tools to Update Twitter<br />Apps / Software<br /><br />Text Message or Phone App<br />API platform<br />
  16. 16. Crisis Communication<br />Twitter for Crisis Communication<br />
  17. 17. Crisis Communication<br />Twitter for Crisis Communication<br />
  18. 18. Crisis Communication<br />Twitter for Crisis Communication<br />
  19. 19. Crisis Communication<br />Twitter for Crisis Communication<br />
  20. 20. Crisis Communication<br />The good vs. bad of using Twitter in a crisis:<br />PROS<br />Reach people quickly, exponentially<br />Easy to do, computer or cell phone<br />Real-time, immediate feedback<br />Anonymity good and the bad<br />CONS<br />140 characters<br />Commitment to communicate important information<br />Talking &quot;in public“<br />Response to individuals<br />
  21. 21. Crisis Communication<br />Tips for Crisis Communication on Twitter<br />Be direct, honest and authentic.<br />Share the information as you get it right away.<br />If you have no updates, share there are no updates.<br />Link to your website for depth.<br />Respond to questions &quot;in public&quot;.<br />
  22. 22. // Be Responsive<br />Customer Service Engagement<br />
  23. 23. // Be Proactive<br />Don’t get hi-jacked.<br />
  24. 24. // Be Proactive<br />Don’t get hi-jacked.<br />
  25. 25. // Be Proactive<br />
  26. 26. // Be Proactive<br />
  27. 27. // Some Definitions<br />My Administration is committed to creating an unprecedented level of openness in Government. We will work together to ensure the public trust and establish a system of transparency, public participation, and collaboration. Openness will strengthen our democracy and promote efficiency and effectiveness in Government.- Barack Obama<br />
  28. 28. Democratization of Data<br />Apps for Democracy Contest:<br />The Data Catalog = public data of 270 real-time crime feeds, school test scores, and poverty indicators and 311 API.<br />Contest cost the city $50,000, ran for 30 days<br />47 iPhone, Facebook and web applications were developed.<br />Value = $2,600,000 to the city<br />
  29. 29. Democratization of Data<br />Asking for Feedback<br />“…asked citizens to offer ideas about how technology can improve government operations and the community.“<br />
  30. 30. Democratization of Data<br />Asking for Feedback<br />
  31. 31. Democratization of Data<br />
  32. 32. // Are You Ready?<br />Can you devote the time?<br />Can you sustain the effort?<br />Is there a commitment to transparency?<br />Is there executive sponsorship?<br />Are you prepared to take action on the feedback?<br />Do you know what you want to accomplish?<br />
  33. 33. Putting It All Together<br />So you need a plan…<br /> that considers your objectives<br /> and your targets…<br /> before you select your strategies <br /> and technologies.<br />
  34. 34. Thank you!<br /><ul><li>
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