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Social media monitoring during the Nuclear Security Summit
@patrickrancuret
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me
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The biggest conference in the Netherlands ever
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The world is watching
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Possible traffic chaos
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Security measures
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People protesting?
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How can we communicate effectively, based on public need for information?
How can we join forces and work as one government?
Challenges
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Prepare for a crisis
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The idea
Let’s build one team of analysts
From different organizations
Fulltime monitoring the summit
Providing insights to communication strategy
Positioned next to NKC
Coordinated and facilitated by NCTV
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Team Monitoring &
Analysis Task: ‘Bring the outside in’
300 recipients
webcare
webcare
webcare
webcare
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More than social media
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1. Social media
2. Questions press/public
3. TV, radio, newspapers
Coosto
Radian6
Zoom Media
ANP
LexisNexis
SOURCES & TOOLS
4. Eye witness reports
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1. Need for information
2. Behavior
3. Sensemaking
Summary Highlights – Sentiment – Focus
Perspective
Reputation
Security
Mobility
Program
Costs
Communication Priority
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Need for information •Some questions about accessibility•Several questions about security measures
Behavior (intended)•Nothing to report
Sensemaking•People worried about possible traffic chaos •Security measures will have much impact•Uncertainty about the outcome of the NSS 2014
EXAMPLE
• Growing public interest after confirmation Obama• Sentiment: mostly neutral, skeptical/critical about
security/costs• Mobility issues mostly reported by local media
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Frequency: one report every hour
Four analysts, one team leader
DURING THE SUMMIT
65 reports in total
Four hour shifts
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So, what happened and what did we learn from monitoring
the NSS?
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Some facts & figures
181.117 tweets
28.460.189 impressions
800 newsitems on TV and Radio
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peak moment 4195 messages /
hour
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Defining moments arrival heads of state
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Defining moments no traffic chaos
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Defining moments Incidents & issues
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Before the NSS
Focus: costs, security, trafficSentiment: neutral to critical, negative
During / After the NSS
Focus: results, reputationSentiment: positive, pride
Change of sentiment
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Change of sentiment
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Change of sentiment. Pride
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Change of sentiment. Making Fun
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Round-up
Prepare for the worst. Using crisis communication to bring focus, shared goals and urgency
(Social) media monitoring takes a lot of preparation, practice and finetuning
Room for improvement: in-depth analysis, optimizing the process, required skills
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Thank you. Let’s keep in touch!
@patrickrancuret