Download - Phelps Social Media V1R1 20111105.Ppt
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Emergency Management & Safety SolutionsOut of
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Opportunity
Social MediaWhat is Your Strategy?
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Agenda Definitions Historical Perspective Three Communities Things Arent Always What They Seem Social Media Strategy The Steps of Engagement In Case of Emergency What Should You Be Thinking About?November 2011 2www.ems-solutionsinc.com
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Definitions
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Social Media
Social Media: Web-basedand mobile technologies able
to turn communication into aninteractive dialogue, allowing
the creation and exchange of
user-generatedcontent.
Mobile. Interactive User generated.
By the people, for thepeople.
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Social Media
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Emergency Management & Safety SolutionsOut of
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and Its Not Going Away
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How Big? BIG!
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Historical Perspective
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A More Primitive Time
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In The Old Days
Disaster OccurredLoma Prieta
Earthquake (1989)
Responders responded
PIO collected information
Prepared a press release
PIO informs the
anxious, waiting
public at a
formal press
conference
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Our More Contemporary Time
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Brave New Word
An F5 Tornado approaching Joplin
Broadcast on YouTube with over
4,271,000 views (http://tinyurl.com/43b5n35)
Within moments,people areinforming people Tweeting, FBing,
posting images and video all in real
time
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And then
the 5.8 Virginiaearthquake
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August 23, 2011 The 5.8 Virginia earthquake that hit last
August resulted in almost instantaneous
tweets quake was at 1:51pm.First tweets noted at 1:51pm
First tweet reached NYC 40 secondsahead of the quakes first shock waves.*
Tweets peaked at 5,500 per second.*SocialFlow
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One of the First Tweets One of the first people
to Tweet about the
quake was @b_mc817,posted a mere 30
seconds after the
earthquake began, it is
most likely that this user
was typing as thetremor was taking place
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Humans as EQ Sensors: There was a clear 40-50 second warning
signal between the very start and the New York City region. This signal
manages to reach tens of thousands of people before a minute is over,
in effect, a network of human sensors that not only identifies a
substantial event, but also passes on information in remarkable ways.
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Three Communities
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Three Different Communities Real world:
1. Small towns.2. Big cities.
Virtual world:3. Online communities.
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Small Town Small population, frequent
face-to-face interactions, and
positive identification.
There is no question whosaid or did what.
Reputation accrues not onlythroughout one's lifetime, but
is passed down to one's
offspring:
One's individual reputationdepends both on one's own
actions and one's inherited
reputation.
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Big Cities Community members come
and go. We know a smallfraction of people compared
to the whole: Small subgroups providesome implied reputationmanagement.
Reputations are managedwith more formal tools:
Laws/criminal justicesystem.
Elections/elected officials. Racial or ethnic prejudice.
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Emergency Management & Safety SolutionsOut of
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Online Community Instant communication,
24x7:
There is no hiding, coveringup, or holding back.
Everything is available forpublic comment in a
moment.
Everyone is a reporter inthe virtual world. Cell phone photos and video
are released to a global
audience in moments.
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Things Arent AlwaysWhat They Seem
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Emergency Management & Safety SolutionsOut of
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Or is It?
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Emergency Management & Safety SolutionsOut of
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Or is It?
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November 2011 www.ems-solutionsinc.com 26
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Soon We Will Expect To See
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In All Building Stairwells
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What is Your SM Strategy?
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Strategy You Need One! If you dont have a strategy
in place to lead the charge
into social media, you will be
at a loss when it becomesoverwhelming.
A strategy allows you tomeasure success points in
your social media journey.
This helps when it comes toYOU engaging THEM.
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Strategy Know Thyself Ask the most important question first: Why are
you doing this?
This is the same question that drives our exercisedesign (and provides most of our answers).
What do you want to get out of it? What kind of commitment are you willing and
able to make? How much budget? How much staffing?
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The Steps of Engagement
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Social Media Engagement Social media
engagement is
comprised of four steps: Listen. Engage. Respond. Measure.
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ListenEngage
RespondMeasure
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Listen Listening (real listening) is a learned
skill, and usually requires a mind shift for
most people (companies):Listen to actual customers and real people:
One-to-one. One-to-many.
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Listen
Listening is important, in a social mediacontext or other avenues:
You learn something.Your product and services can become better
because of it.
The interaction can be more positive andvaluable than traditional advertising.
Your customers may get what they want. Everyone can win.November 2011 www.ems-solutionsinc.com 35
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Listening Using SM A few places to start:
Blogs (yours and others) Reviews (Yelp!,
Epinions, Angieslist, etc.)
Chat IM Facebook Twitter
Key words: Monitor andlisten.
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Engage Engagement is not
talking atthem, but
speaking with them. This is called a
conversation.
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Engage Engagement is:
A two-way street talking and listening. Engagement is NOT:
A sales pitch. Concentrate on listening to the people who are
investing in your writing and social media presence.A numbers game.
Quality is always better than quantity.November 2011 www.ems-solutionsinc.com 38
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Many Ways To Engage The Big Four
Facebook Linkedin Twitter You Tube
Blogs
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Respond Once you are in conversation (and your
reputation is on the line), consider:
Do you respond? If yes, how?What does that look like?What vehicles do you use to reach out and
spread your message?
Do you do it alone? Do you partner withothers?
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Respond Engage the community:
Dont just push your message. When you speak:
Speak as a peer, rather than just as aspokesperson.
People disagree with youthat is OKDont beat the troll!November 2011 www.ems-solutionsinc.com 41
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Measure How do you know if
what you are doing is
working? How do you measure
your reputation in this
new world?
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Measure Some of the tools
available to monitor and
manage your onlinereputation:
Blog tracking. Twitter/Facebook tracking. Link tracking.
Google alerts.
New and emerging appsand services (Buzzlogic,
Radian6, etc.).
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In Case Of EmergencyYou
Had Better Be Ready When
Your CEO Says
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BP CEO Tony Hayward Were sorry for the
massive disruption its
caused to their lives.
He went on to say:Theres no one who
wants this thing over
more than I do.Id like
my life back. (May 31, 2010)
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What Should You be ThinkingAbout?
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There is no privacy.
Everyone is the media.You cant hide anything dont even think about itEverything you do can be exposed so think very hard
about what you want to be in the world.
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Gary Vaynerchuk
http://reputationprofessor.com/
Anonymity in the World?
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Your Place in the New World
You should be thinking about how tolive in this new world.You are being pulled into it whether you
like it or not.
How will you manage the onslaught inthis brave new world of constantcommunication?
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Regina Phelps, CEM, RN, BSN, MPAEmergency Management & Safety Solutions
San Francisco, California
415-643-4300
www.ems-solutionsinc.com
Thank you
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