using social media to expand your safety message outreach

M53: Using Social Media to Expand Your Safety Message Outreach

Lorraine Carli, Mike Hazell, Lauren BackstromMonday, June 13, 2:45-3:45pm

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Social Media Usage

• According to a Nielson study, on average, people spend 23.8% of their time on social networking sites each day, or 3X more minutes on blogs & social networks than email

• Number of Facebook users aged 55+ grew 922.7% in 2010 (fastest and largest growth of any age group)

• Facebook users aged 35-54 makeup the largest group of users at 29%

• Twitter has over 300 million registered users (has grown by over 100 million since January 2011)

• The average person spends 15 minutes a day on YouTube

• You Tube video views exceed 3 billion each day

Years to reach 50 million users

Radio: 38 years

TV: 13 years

Internet: 4 years

iPod: 3 years

Facebook: added 100 million users in less than 9 months

iPhone: 1 billion applications downloaded in 9 months

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Social Media Usage

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Social Media at NFPA: Using electronic and Internet tools to share information and experiences to create value for the user.

Blogs

RSS feeds

Podcasts

Forums

Video

Social NetworksLinkedIn (10,260 members)

NFPA Facebook (18,081 likes) Firewise Facebook (430 likes)

Fire Prevention Week -seasonal (120 likes)Sparky Facebook (1,250 likes)

YouTube (790,932 views, 611 subscribers)

Fire Sprinkler Initiative (20,062 visits in 2011)Fire Protection Research Foundation: (2,518 visits in 2011)NFPA Conference & Expo (11,788 visits in 2011)Fire Service Today (7,549 visits in 2011)Firewise Communities (3,554 visits in 2011)Fire Prevention Week (seasonal)Electric Vehicle Safety Training (5,340 visits in 2011)

PresentationsSlideShare (15,019 views)

Firewise Network Member Section Boards

Fire-Safe Cigarettes: 39 subscribers Fire Sprinkler Initiative: 68 subscribers

NFPA New releases: 256 subscribers NFPA Professional Development: 87 subscribers

NFPA Public Education: 90 subscribers NFPA Research: 7 subscribers

NFPA Codes and Standards: 250 subscribers Fire Sprinkler Initiative blog: 35 subscribers

Fire Service Today blog: 77 subscribers NFPA Conference & Expo blog: 61 subscribers

Firewise Communities blog: 11 subscribers

NFPA Podcast

MicroBlogsNFPA Twitter (5,679 followers)Firewise Twitter (1,067 followers)NFPA Training Twitter (878 followers)FPW Twitter (499 followers)Marketing Twitter(s) (i.e. NFPA70 – 231 followers)

Audio

*Numbers are as of May 2011

TOP 10 SOCIAL MEDIA TIPS

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Top 10 Social Media Tips

Plan your strategy• Outline goals, steps, tools, platforms to use• Find your customers; don’t assume you need to be

everywhere

#1

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#NFPAConf75 million Twitter users worldwide produce 140 million Tweets per day

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“A picture tells 1,000 words. A moving picture tells 10,000”

The #2 largest search engine in the world is YouTube!

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“A picture tells 1,000 words. A moving picture tells 10,000”

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“A picture tells 1,000 words. A moving picture tells 10,000”

NFPA’s most watched video on YouTube:• Posted 12/07• 189,278 views• 135 comments

All NFPA videos on YouTube:• 782,078 views• 591 subscribers

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Blogs (a blend of the term web log)

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Blogs

Top 10 Social Media Tips

Schedule time for social media • Monitoring / listening• Creating content• Engaging / interacting with people

#2

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Tweetdeck: Listening Tool

Top 10 Social Media Tips

Be authentic and human• Be transparent, answer complaints/questions in

public on social media• Admit mistakes• Speak in human voice, not corporate speak

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#3

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The Red Cross admitted the mistake on their corporate blog, as well as with the replacement Tweet. Dogfish Head Beer then asked people to donate money to the Red Cross following the incident, turning the mistake into a fundraiser.

Red Cross’s Twitter Mistake

Top 10 Social Media Tips

Relate to Current Events

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#4

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Example: Underwriters Laboratories

Top 10 Social Media Tips

Be social • Hold conversations with people• Ask questions• Interact with other profiles

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#5

Posts with questions have 15% higher engagement

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Social Examples

Top 10 Social Media Tips

Provide value• Quality, useful, entertaining content• Give people a reason to follow your profiles• Consider exclusive announcements, deals through

social media

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#6

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Example: Domino’s Pizza

Top 10 Social Media Tips

Don’t share exact same content on all social media sites in the same format

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#7

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Examples: Firewise Communities & ANSI

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Examples: Firewise Communities & ANSI

Top 10 Social Media Tips

Make posts interesting and interactive• Incorporate multimedia often (videos, images)• Use games, quizzes and contests

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#8

#TriviaTues

Voice of Sparky contest

RESULTS• 26 video submissions

• 6,584 votes on 3 finalists

• Sparky’s Facebook page grew 184% in two months

• Promotional contest video viewed 1,748 times

• Contest page was visited 13,418 times in February

• Contest Tweets had 128 re-tweets and 87 link clicks

THE FINAL PRODUCT!

Conference registration contest

RESULTS• 38 blog entries

• 1,263 visits to blog

• 813 visits to conference site

• Tweets received 137 clicks

• Facebook post announcing winner received 21 comments

"I attend the NFPA Conference to network with peers who share ideas about how best to educate and protect our diverse communities. The education programs and life safety topics discussed are so varied and these programs provide the most current information on latest strategies, technology and publications relevant to every aspect of fire and life safety. Where else can you get all of that for the price? It is the most comprehensive conference I attend."

Sparky’s road trip to the “Cake Boss” bakery

RESULTS• 20 guesses on destination

• 30 new fans on Sparky Facebook page. 45 “likes” and 17 comments

• 78 “likes” and 23 comments on NFPA Facebook page

• Our photo album was posted on Cake Boss Facebook pages

• 659 visits to blog

Top 10 Social Media Tips

Watch post frequency and timing

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#9

http://tweetwhen.com

#NFPAConfTwitter: 10-12 Tweets per dayFacebook: 1-2 posts per day

Example: Boston Fire Department

Top 10 Social Media Tips

Track performance/monitor results

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#10

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Example: Facebook Insights & Hootsuite Analytics

“The more in control we are, the more out of touch we become. But the more willing we are to let go a little, the more we’re finding we get in touch with consumers.”

- A.G. Lafley, CEO, Procter & Gamble

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Questions?