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.
4. • 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
5.
6.
7. Social Networking
• Just like a huge cocktail party
• But virtualized …
• With everything recorded …
• And global …
• And minimally structured …
• And very, very new.
8. What is Social Media?
• Media that provides an open
communications channel
• Characterized by a many-to-many
connection model
• Fosters community
9. 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.
10. What is Social Media?
• Forums
• Weblogs
• Microblogs
• Wikis
• Content rating services
• Social bookmarking
11. What is Social Media?
• Media that allows engagement
– Feedback
– Rating
– Citing
– Forwarding
12. 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
13. What Do You Need In A Crisis?
• Communications channels
– Inbound
– Outbound
• Data
• Information
• Flexibility
• Reliability
15. 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
16.
17. • 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
18.
19. What is Twitter?
On the Web or
through an app A “microblogging” Web
site and Web service
A “tweet”: Maximum 140
characters including spaces
20. 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.
23. 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
24. 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”
25. 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
26. 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/
36. 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%
38. Twitter for Business
• Competitive Insight
– News
– Sentiment
• Public relations
– News
– Brand building and maintenance
• Customer service
• Advertising and selling stuff
• Internal social networking
65. Analyzing Sentiment
•The Twitter Search API
•The OpenAmplify API; a linguistic
analysis engine offered as a Web
service.
http://www.openamplify.com/
66. Search Twitter for a term
Submit search result
to OpenAmplify
Extract sentiment “signals”
Graph Results
69. Next Steps
• Reimplement in Runtime Revolution
and or Alpha Five
• Add multiple search term support
• Add alerts
• Add collaborative analysis
• Add server-based analysis
70. 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
71. Yes, you absolutely
should care!
If you ignore social media you
will be missing out on a strategic
business opportunity …