Social media monitoring during the Nuclear Security Summit

@patrickrancuret

me

The biggest conference in the Netherlands ever

The world is watching

Possible traffic chaos

Security measures

People protesting?

How can we communicate effectively, based on public need for information?

How can we join forces and work as one government?

Challenges

Prepare for a crisis

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

Team Monitoring &

Analysis Task: ‘Bring the outside in’

300 recipients

webcare

webcare

webcare

webcare

More than social media

1. Social media

2. Questions press/public

3. TV, radio, newspapers

Coosto

Radian6

Zoom Media

ANP

LexisNexis

SOURCES & TOOLS

4. Eye witness reports

1. Need for information

2. Behavior

3. Sensemaking

Summary Highlights – Sentiment – Focus

Perspective

Reputation

Security

Mobility

Program

Costs

Communication Priority

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

Frequency: one report every hour

Four analysts, one team leader

DURING THE SUMMIT

65 reports in total

Four hour shifts

So, what happened and what did we learn from monitoring

the NSS?

Some facts & figures

181.117 tweets

28.460.189 impressions

800 newsitems on TV and Radio

peak moment 4195 messages /

hour

Defining moments arrival heads of state

Defining moments no traffic chaos

Defining moments Incidents & issues

Before the NSS

Focus: costs, security, trafficSentiment: neutral to critical, negative

During / After the NSS

Focus: results, reputationSentiment: positive, pride

Change of sentiment

Change of sentiment

Change of sentiment. Pride

Change of sentiment. Making Fun

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

Thank you. Let’s keep in touch!

@patrickrancuret