Turning social media into a constructive mechanism for crisis communications
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A model to turn the power of social media into a constructive mechanism during crisis communications.
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Turning social media into a constructive mechanism for crisis communications
- 1. Crisis communication // in a digital world. 1. #PP11 September, 2011 version 1.0 Jo@dearmedia.be & Dado@dearmedia.be zondag 11 september 11
- 3. • a digital consulting company, working for European clients • founded in 2009 by Jo Caudron • our mission is to help find a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients zondag 11 september 11
- 4. • Founding Partner of Dear Media (www.dearmedia.be) • Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • Media thinker, innovator & strategist • Interested in all things digital, social & mobile, new media & connected TV • Consultant, Entrepreneur, Speaker, Writer • Vice-President IAB Belgium • Contact • jo@dearmedia.be Jo • http://jocaudron.me (for the personal stuff) Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff) • www.twitter.com/jcaudron (for my technology newsfeed) zondag 11 september 11
- 5. To get this started... • Who is using? • Who is using? - Twitter - an iPhone (2G, 3G, 3Gs, 4G) - Facebook, Netlog, ... - an Android - Google+ - a Blackberry - LinkedIn, Plaxo - a Nokia, Samsung, Sony - Email Ericsson, ... - LBS - a tablet (iPad 1, iPad 2, - Augmented Reality Android, ...) zondag 11 september 11
- 6. Whenever something happens today... Normal people break the news through social media. They are ‘accidental journalists’. zondag 11 september 11
- 7. Whenever something happens today... Normal people break the news through social media. They are ‘accidental journalists’. zondag 11 september 11
- 8. Whenever something happens today... Eyewitnesses report live IN the moment using new tools (smartphones, flipcams,...) and channels (social) zondag 11 september 11
- 9. #PP11 The Twitter Eruption zondag 11 september 11
- 10. Types of messages, and how they appeared Help in/out Opinions Horror Stories Mourn Reports Directives Checklists Echo zondag 11 september 11
- 11. Help in/out zondag 11 september 11
- 12. Help in/out zondag 11 september 11
- 13. Echo @netlash, @lamazone,@joke, @fdgraeve, @patrickdewitte zondag 11 september 11
- 14. Help in/out zondag 11 september 11
- 15. Looking for new roles zondag 11 september 11
- 16. Emergency service individuals took initiatives zondag 11 september 11
- 17. Media were operating in a matrix traditional, slow, checked sources, depth, craftsmanship, destination new, fast, accidental journalism, width, amateurs, stream zondag 11 september 11
- 18. Media were more human zondag 11 september 11
- 19. Media went underground RIADH BAHRI (@Riadh_B), Terzake zondag 11 september 11
- 20. Magazines became newspapers zondag 11 september 11
- 22. CRISIS “GOVERNMENT” “MEDIA” “VICTIMS” “ORGANIZATION” “EMERGENCY SERVICES” “PUBLIC” zondag 11 september 11
- 23. CRISIS “GOVERNMENT” “MEDIA” “VICTIMS” “ORGANIZATION” “EMERGENCY SERVICES” “PUBLIC” In social they all have an equal voice // They are all involved in the same processes zondag 11 september 11
- 24. CRISIS “GOVERNMENT” “MEDIA” “VICTIMS” “ORGANIZATION” “EMERGENCY SERVICES” “PUBLIC” In social they all have an equal voice // They are all involved in the same processes Aggregation, curation Creation Distribution & amplification zondag 11 september 11
- 25. A lot of people where shouting to even more people The power of social got lost in the noise of the crowds How can we turn the power of social into a constructive mechanism? zondag 11 september 11
- 26. Consequences • Media cannot break the news any longer. They lost the power of the scoop. • The imagery is no longer controlled by media or any other official organizations. • Everyone is shouting at the same level: victims, public, government, emergency services, ... • But there’s still a need for ‘official’ communication in order to: - avoid wrong information - guide and help - provide opinion/context • Basically: we need to turn the power of social into a constructive mechanism zondag 11 september 11
- 27. Crisis communication // in a digital world. 2. Looking for a model that works September, 2011 version 1.0 Jo@dearmedia.be & Dado@dearmedia.be zondag 11 september 11
- 28. Looking for a model that works... “It’s only a model” zondag 11 september 11
- 29. A lot of people where shouting to even more people The power of social got lost in the noise of the crowds How can we turn the power of social into a constructive mechanism? zondag 11 september 11
- 30. During a crisis, everybody’s talking... zondag 11 september 11
- 31. CRISIS “GOVERNMENT” “MEDIA” “VICTIMS” “ORGANIZATION” “EMERGENCY SERVICES” “PUBLIC” In social they all have an equal voice // They are all involved in the same processes Aggregation, curation Creation Distribution & amplification zondag 11 september 11
- 32. Aggregation, curation Creation Distribution & amplification MEDIA zondag 11 september 11
- 33. Aggregation, curation Creation Distribution & amplification >> Qualitative, live & integrated reporting << MEDIA zondag 11 september 11
- 34. Aggregation, curation Creation Distribution & amplification >> Qualitative, live & integrated reporting << Journalists in the field “Traditional” Official press channels gathering Other (press) sources: competitors, government, emergency services, ... Curate & follow MEDIA Victims Family Monitor Public zondag 11 september 11
- 35. Aggregation, curation Creation Distribution & amplification >> Qualitative, live & integrated reporting << Journalists in the field Radio, tv, email,... “Traditional” “Traditional” Official press channels gathering channels Website, apps,... Social media accounts Other (press) sources: competitors, government, emergency services, ... Curate & follow MEDIA Streams (official & ‘personalized’ accounts) Victims Owned destinations with Family Monitor Curated pages embedded & curated Public streams of content zondag 11 september 11
- 36. Aggregation, curation Creation Distribution & amplification >> Qualitative, live & integrated reporting << Journalists in the field Radio, tv, email,... “Traditional” “Traditional” Official press channels gathering channels Website, apps,... Social media accounts Other (press) sources: competitors, government, emergency services, ... Curate & follow MEDIA Streams (official & ‘personalized’ accounts) Victims Owned destinations with Family Monitor Curated pages embedded & curated Public RT streams of content zondag 11 september 11
- 37. Aggregation, curation Creation Distribution & amplification >> Qualitative, live & integrated reporting << Journalists in the field Radio, tv, email,... “Traditional” “Traditional” Official press channels gathering channels Website, apps,... Social media accounts Other (press) sources: competitors, government, emergency services, ... Curate & follow MEDIA Streams (official & ‘personalized’ accounts) Victims Owned destinations with Family Monitor Curated pages embedded & curated Public RT streams of content Reason of existence zondag 11 september 11
- 38. Aggregation, curation Creation Distribution & amplification EMERGENCY SERVICES zondag 11 september 11
- 39. Aggregation, curation Creation Distribution & amplification >> Streamlined emergency ‘directives’ via social << EMERGENCY SERVICES zondag 11 september 11
- 40. Aggregation, curation Creation Distribution & amplification >> Streamlined emergency ‘directives’ via social << Victims Monitor EMERGENCY SERVICES zondag 11 september 11
- 41. Aggregation, curation Creation Distribution & amplification >> Streamlined emergency ‘directives’ via social << Media “Traditional” Government channels Organization Own websites Victims Monitor EMERGENCY SERVICES Social media accounts Streams - individual accounts - local accounts - event accounts - centralized crisis account (created by government) zondag 11 september 11
- 42. Aggregation, curation Creation Distribution & amplification >> Streamlined emergency ‘directives’ via social << Media “Traditional” Government channels Organization Own websites Victims Monitor EMERGENCY SERVICES Social media accounts Streams - individual accounts - local accounts - event accounts - centralized crisis account (created by government) Live information & feedback from the field zondag 11 september 11
- 43. Aggregation, curation Creation Distribution & amplification GOVERN- MENT ORGANI- ZATION zondag 11 september 11
- 44. Aggregation, curation Creation Distribution & amplification >> Official, transparent communication << GOVERN- MENT ORGANI- ZATION zondag 11 september 11
- 45. Aggregation, curation Creation Distribution & amplification >> Official, transparent communication << Input via emergency services, press & “Traditional” GOVERN- gathering (organization) MENT Emergency services Organization Curate & follow ORGANI- ZATION zondag 11 september 11
- 46. Aggregation, curation Creation Distribution & amplification >> Official, transparent communication << Press channels Input via emergency services, press & “Traditional” GOVERN- “Traditional” channels Own sites gathering (organization) MENT Emergency services Organization Curate & follow ORGANI- Streams Social media accounts - official crisis account ZATION zondag 11 september 11
- 47. Aggregation, curation Creation Distribution & amplification >> Official, transparent communication << Press channels Input via emergency services, press & “Traditional” GOVERN- “Traditional” channels Own sites gathering (organization) MENT Emergency services Organization Curate & follow ORGANI- Streams Social media accounts - official crisis account ZATION RT zondag 11 september 11
- 48. Aggregation, curation Creation Distribution & amplification >> Official, transparent communication << Press channels Input via emergency services, press & “Traditional” GOVERN- “Traditional” channels Own sites gathering (organization) MENT Emergency services Organization Curate & follow ORGANI- Streams Social media accounts - official crisis account ZATION RT Streamlined, authorized official communication zondag 11 september 11
- 49. Aggregation, curation Creation Distribution & amplification VICTIMS PUBLIC zondag 11 september 11
- 50. Aggregation, curation Creation Distribution & amplification >> Being involved << VICTIMS PUBLIC zondag 11 september 11
- 51. Aggregation, curation Creation Distribution & amplification >> Being involved << Media “Traditional” Government gathering VICTIMS Government PUBLIC Official Crisis Streams Account Media Aggregated Streams zondag 11 september 11
- 52. Aggregation, curation Creation Distribution & amplification >> Being involved << Media “Traditional” Government gathering Social media VICTIMS Streams accounts - personal accounts Government PUBLIC Official Crisis Streams Account Media Aggregated Streams zondag 11 september 11
- 53. Aggregation, curation Creation Distribution & amplification >> Being involved << Media “Traditional” Government gathering Social media VICTIMS Streams accounts - personal accounts Government PUBLIC Official Crisis Streams Account Media Aggregated Streams zondag 11 september 11
- 54. Aggregation, curation Creation Distribution & amplification >> Being involved << Media “Traditional” Government gathering Social media VICTIMS Streams accounts - personal accounts Government PUBLIC Official Crisis Streams Account Media Aggregated Streams ‘Faster’ (lifesaving) information zondag 11 september 11
- 55. // Summary 1. Government has to create unique and official crisis accounts in social media. These accounts/pages contain official curated & aggregated information from the government and the emergency services. 2. Media need to become gatekeepers of the social stream and create dedicated, curated newspages with both ‘traditional’ & ‘social’ content. Result: People get a qualitative selection of aggregated & curated content, coming from traditional sources & social streams. They can help amplifying these official channels, instead of unverified noisy channels. Victims & family find fast, social ‘directives’. zondag 11 september 11
- 56. People should better not track all messages from certain hashtags, listen to all messages in the stream and amplify the noise zondag 11 september 11
- 57. MEDIA Aggregated, qualified stream (traditional news, stuff from the stream emotions, ...) GOVERNMENT/ORG Aggregated, qualified stream (official communication, directives from emergency services, ...) zondag 11 september 11
- 58. NEEDS FOR ALL STAKEHOLDERS TOOLKIT ROLES SKILLS All stakeholders need All stakeholders need All stakeholders need a toolkit to monitor & to define specific and to understand the respond on social dedicated roles, dynamics, advantages channels. ownerships, and disadvantages of responsibilities and social media. clear processes. All stakeholders need basic operational skills to integrate social in their role. All stakeholders need curation & aggregation skills. zondag 11 september 11
- 59. DearMedia, twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres facebook.com/DearMedia youtube.com/DearMedia slideshare.com/DearMedia zondag 11 september 11
- 60. Crisis communication // in a digital world. September, 2011 version 1.0 Jo@dearmedia.be & Dado@dearmedia.be zondag 11 september 11