Philosophy. Not marketing. Not fundraising. Our job is to provide reliable information, classes, and resources to the public. Social media platforms give us unprecedented opportunity to do that quickly and to reach more people. Side effect: we’re reenergizing the brand, raising awareness,
What have we accomplished: Strategy is to offer engagement points where we can invite people in. Here are screenshots from some of our official Red Cross platforms. Each image you see here represents a hard-won victory for my team bc it’s a change to let go.
The devastating earthquake in Haiti in January showed once again the compassion and generosity of the American public. So far, we have raised more than $475 million for Haiti relief and recovery. And nearly $33 million of this amount was pledged $10 at a time in a record-shattering mobile giving effort that represents a game-changer in fundraising. What changed? 91% of US population are wireless subscribers 22% of households are wireless only 19 hours per day, on average, one’s mobile phone is within arm’s reach People now text more than they call
Due to 24 hour cable news and social networking sites like Facebook and Twitter, news of the destruction in Haiti was immediately available and everywhere. The tweet “You can text HAITI to 90999 to donate $10…” rapidly spread. From January 12-14 there were 2.3 million tweets about “Haiti” and the “Red Cross,” of which 59% were retweets. On January 13, there were around 55 thousand mentions about the word “text”. It was also given widespread attention. First Lady Michelle Obama did a PSA urging people to text $10 to the Red Cross, and it was aired on NFL playoff games, featured on Larry King, mentioned on American Idol and highlighted on other telethons and programs. During one NFL playoff game, the text donations were coming in at a rate of $500,000 an hour! – $10 at a time. This is truly heartening support for the people of Haiti.
Why did it work? This slide shows actor Ryan Phillippe promoting Text Haiti Easy to promote “Donate $10 text HAITI to 90999” Legitimacy : State Department, White House & Red Cross confirmed Every Media Channel Used : CNN, NFL, NASCAR, telethons on CNN, MTV, Univision, Mrs. Obama’s Ad Council PSAs, local chapter promotions Social Media : We already had a presence in social media and therefore it was easy for us to actively spread the word as well. The Red Cross is active on blogs, posts on Facebook, Twitter, YouTube, and Flickr. From January 12-14 there were 2.3 million tweets about Haiti or the Red Cross of which 59% were retweets. Recent studies shows shed light on the influence of social pressure to give. Even offline people held texting parties and wanted to compete for most text funds raised at community events.
Did research – is this a pattern or an anomaly? Surveyed 1000 people and found ¾ people would expect help to arrive within an hour of requesting it on an aid agency’s web site.
We also surveyed 40 emergency managers and found 92% believe organizational social media engagement increases public expectation and 88.9% are not adequately staffed to monitor and respond to their communities via social web tools. So, we convened the Emergency Social Data Summit in effort to examine how we might begin to close this gap and better empower the public to be part of disaster response via social media tools
How we’re adjusting to this use of grassroots citizen action in disaster response Shifting our operational culture to give the public a role in our time-honored SOPs Creating direct connections between communications dept and disaster operations Build up virtual volunteers to help monitor, authenticate, and route incoming disaster requests and information
Thank you so much for the opportunity to be with you here today. I look forward to continued collaboration
Social Media Club Toronto Presentation
hi. welcome to American Red Cross social media.
philosophy: use social media tools to execute the mission. help people prevent, prepare for, and respond to emergencies with social media
here’s some of our official social media stuff Blog l Twitter l Facebook l DisasterNewsroom l Flickr l YouTube l Good2Gether l LinkedIn l SocialVibe l Ammado
this guide is not just for communicators and marketers it’s for anyone who: spends time online and is a Red Crosser
Within days of the earthquake Text Haiti to 90999 was everywhere.
Text Haiti Donation Spikes News of the Haiti earthquake spread rapidly Larry King Live Special American Idol Super Bowl NFL Playoff Games Spikes spurred by social media, news, broadcast promotions Sábado Gigante Telethon
<ul><li>Accessibility </li></ul><ul><li>Easy to promote </li></ul><ul><li>Affordable </li></ul><ul><li>Immediate </li></ul><ul><li>Legitimacy </li></ul><ul><li>Every Marketing Channel Used </li></ul><ul><li>Social Media </li></ul>Why It Worked
90% say social media drives the expectation among citizens that they are communicating with responders in ways that will facilitate a timely response. 88.9% 11.1% Is your organization/jurisdiction adequately staffed to scale its ability to monitor Web applications and respond to large numbers of requests during a mass-casualty event? 7.9% 92.1% Do you believe that the engagement of social media by an organization or government elevates citizens’ expectations of both dialogue and a timely response? No Yes
Adjusting to Social Web Enabled Citizen Action in Disaster Response <ul><li>Shift operational culture to give the public a role </li></ul><ul><li>Increase teamwork between Communications and Disaster Operations department </li></ul><ul><li>Train virtual volunteers to help monitor, authenticate, and route incoming disaster requests and information </li></ul>