Our social media journey

Vicky Hardman, News Manager

Richard Wilson, Digital Officer

Introduction

• We have learnt some valuable social media lessons… but we are only at the beginning of our social media journey

• Today we will explore:o Where we are nowo Case studieso Our next social media stepso Measuring success

Where we are now• Social media is now integral part of our

communications

• Over 110,000 followers

• Website visits via social media account for 10% of all traffic

• We mainly use Facebook and Twitter but we have profiles on YouTube, Google+, LinkedIn, Instagram

It’s embedded in our strategic planning

LSP5 strategic objective 1.1

We will utilise social media to encourage behavioural change; provide increased ways to access our services; helping protect them from fire and helping them to avoid the travel and business continuity interruptions of fire.

What we use social media for

@LondonFire “If you heard a bang in Kings Cross it was due to 2 gas cylinders exploding before we arrived at the BBQ fire at the back of Kiwi House

• Accuracy • Reassurance • Awareness • Influence • Insight

We have good content to share

How we do it

• Not what we use - it’s how we use it

• Tone and language

• For the right reasons

• Only to help meet objectives

No smoke without a fire - The Shard

No smoke with a fire - The Shard

The Shard: our results

• Tweets earned 200,000

impressions in three hours

• Reassured the public and dispelled myths about The Shard being ‘on fire

• 5283 engagements

The Shard

• News agencies used our images and quoted twitter feed

• #Shard trended during incident

Finding content - quirky incidents

• Over 1.4 million people saw our • ‘doorknob’ Facebook posts• Over 4 million saw the ‘hair

straighteners’ Facebook post.

Different channels - ‘Ifake’

• 8000 unique page views

• 750 website visits from reddit

• 4th most popular route to website

An Eastenders quiz

• Alfie Moon was poised to start a house fire on Eastenders

• The plot line was being widely discussed on social and traditional media

• It was a great opportunity to promote our fire investigation team, remind people to check smoke alarms and drive traffic to our website

Next steps - engagement

Joining conversations - The World Cup

• During the last world cup, there were 20 fires a day with nearly half of those being caused by cooking left unattended

• A quarter of people who die in house fires have alcohol in their system

• We partnered with JustEat to encourage football fans to get a takeaway

• #TakeawayWorldCup

#TakeawayWorldCup

#TakeawayWorldCup – results

• These tweets were seen over 567,000 times

• 16,000 ‘engagements’

#Takeawaymap• People nominated

their favourite takeaway

• Fast food restaurants lobbied customers to be on the map

#Takeawaymap

#Takeawaymap - results

• 383,000 reach

• 9,698 engagement

Next steps

• Preparing to roll out additional twitter accounts

• Working closer with Blue Light colleagues on twitter

• Looking for life beyond twitter and Facebook

Are we reaching target audiences?

• Young professionals had 1,500 fires in 2013

• 33m Facebook users - a quarter aged 25 - 34

• Over 15m Twitter users - over 60% using mobile

• Mobile and tablet users account for 39.53% of all unique London Fire Brigade website traffic

• … but is this success?

Our Fire and Rescue Service Survey

Focused on visual engagement

Likes, comments, shares

Favourites, replies, retweets

Used the ‘Avinash model’

How we measured success

71% 92%

Facebook Twitter

Average non-visible engagement

High engagement = high reach

Total engagement – visual & non-visual

Reach

How do we now measure our success?

Our aims

@richardwilson84lfbdigital.wordpress.com

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