turning social media into a constructive mechanism for crisis communications

Crisis communication // in a digital world.

1. #PP11September, 2011

version 1.0

[email protected] & [email protected]

zondag 11 september 11

mailto:[email protected]




Introduction


• a digital consulting company, working for European clients

• founded in 2009 by Jo Caudron

• our mission is to help find a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media

• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...

• We work for large European clients


Jo Caudron

• Founding Partner of Dear Media (www.dearmedia.be)

• Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)

• Media thinker, innovator & strategist

• Interested in all things digital, social & mobile, new media & connected TV

• Consultant, Entrepreneur, Speaker, Writer

• Vice-President IAB Belgium

• Contact

• [email protected]

• http://jocaudron.me (for the personal stuff)

• http://www.linkedin.com/in/jocaudron (for the business stuff)

• www.twitter.com/jcaudron (for my technology newsfeed)


http://www.dearmedia.be

http://www.dearmedia.be



http://jocaudron.me

http://jocaudron.me

http://www.linkedin.com/in/jocaudron

http://www.linkedin.com/in/jocaudron

http://www.twitter.com/jcaudron

http://www.twitter.com/jcaudron

To get this started...

• Who is using?

- Twitter

- Facebook, Netlog, ...

- Google+

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone (2G, 3G, 3Gs, 4G)

- an Android

- a Blackberry

- a Nokia, Samsung, Sony Ericsson, ...

- a tablet (iPad 1, iPad 2, Android, ...)


Whenever something happens today...Normal people break the news through social media. They are ‘accidental journalists’.


Whenever something happens today...Normal people break the news through social media.They are ‘accidental journalists’.


Whenever something happens today...Eyewitnesses report live IN the moment using new tools (smartphones, flipcams,...) and channels (social)


#PP11 The Twitter

Eruption


Types of messages, and how they appeared

Horror Stories

Reports

Help in/out

Opinions

Echo

Directives

Mourn

Checklists


Help in/out


@netlash, @lamazone,@joke, @fdgraeve, @patrickdewitte

Echo


http://twitter.com/#!/netlash

http://twitter.com/#!/netlash

http://twitter.com/#!/lamazone

http://twitter.com/#!/lamazone

http://twitter.com/#!/joke

http://twitter.com/#!/joke

http://twitter.com/#!/fdgraeve

http://twitter.com/#!/fdgraeve

http://twitter.com/patrickdewitte

http://twitter.com/patrickdewitte

Help in/out


Looking for new roles


Emergency service individuals took initiatives


Media were operating in a matrix

traditional, slow, checked sources, depth, craftsmanship, destination

new, fast, accidental journalism,

width, am

ateurs, stream


Media were more human


Media went underground

RIADH BAHRI (@Riadh_B), Terzake


Magazines became newspapers


Conclusions


CRISIS “GOVERNMENT”

“PUBLIC”

“MEDIA”

“VICTIMS”

“ORGANIZATION”“EMERGENCY

SERVICES”



In social they all have an equal voice // They are all involved in the same processes

“PUBLIC”

“MEDIA”

“VICTIMS”


SERVICES”




Aggregation, curation Distribution & amplificationCreation

“PUBLIC”

“MEDIA”

“VICTIMS”


SERVICES”


A lot of people where shouting to even more peopleThe power of social got lost in the noise of the crowds

How can we turn the power of social into a constructive mechanism?


Consequences

• Media cannot break the news any longer. They lost the power of the scoop.

• The imagery is no longer controlled by media or any other official organizations.

• Everyone is shouting at the same level: victims, public, government, emergency services, ...

• But there’s still a need for ‘official’ communication in order to:

- avoid wrong information

- guide and help

- provide opinion/context

• Basically: we need to turn the power of social into a constructive mechanism



2. Looking for a model that worksSeptember, 2011

version 1.0







Looking for a model that works...

“It’s only a model”


A lot of people where shouting to even more peopleThe power of social got lost in the noise of the crowds

How can we turn the power of social into a constructive mechanism?


During a crisis, everybody’s talking...





“PUBLIC”

“MEDIA”

“VICTIMS”


SERVICES”



MEDIA



MEDIA

>> Qualitative, live & integrated reporting <<


Aggregation, curation Distribution & amplification

“Traditional” gathering

Curate & follow

Monitor

Journalists in the fieldOfficial press channels

Other (press) sources: competitors, government,

emergency services, ...

VictimsFamilyPublic

Creation

MEDIA





Curate & follow

Monitor




VictimsFamilyPublic

Creation

“Traditional” channels

Streams

Curated pages

Radio, tv, email,...Website, apps,...

Social media accounts(official & ‘personalized’ accounts)

Owned destinations with embedded & curated streams of content

MEDIA





Curate & follow

Monitor




VictimsFamilyPublic

Creation


Streams

Curated pages




MEDIA


RT




Curate & follow

Monitor




VictimsFamilyPublic

Creation


Streams

Curated pages




MEDIA


Reason of existence

RT


EMERGENCYSERVICES



EMERGENCYSERVICES

>> Streamlined emergency ‘directives’ via social <<



MonitorVictims EMERGENCYSERVICES








MediaGovernmentOrganizationOwn websites

Streams

Social media accounts- individual accounts- local accounts- event accounts- centralized crisis account (created by government)




Live information & feedback from the field



MediaGovernmentOrganizationOwn websites

Streams

Social media accounts- individual accounts- local accounts- event accounts- centralized crisis account (created by government)


GOVERN-MENT

ORGANI-ZATION



GOVERN-MENT

>> Official, transparent communication <<

ORGANI-ZATION




Curate & follow

Input via emergency services, press &

(organization)

Emergency servicesOrganization

GOVERN-MENT


ORGANI-ZATION




Curate & follow


(organization)



Streams

Press channelsOwn sites

Social media accounts- official crisis account

GOVERN-MENT


ORGANI-ZATION




Curate & follow


(organization)



Streams



GOVERN-MENT


ORGANI-ZATION


RT



Curate & follow


(organization)



Streams



GOVERN-MENT


ORGANI-ZATION

Streamlined, authorized official communication


RT


VICTIMSPUBLIC



VICTIMSPUBLIC

>> Being involved <<



VICTIMSPUBLIC



StreamsGovernment

Official Crisis Account

Media Aggregated

Streams

MediaGovernment



VICTIMSPUBLIC


Social media accounts- personal accountsStreams


StreamsGovernment


Media Aggregated

Streams

MediaGovernment



VICTIMSPUBLIC


Social media accounts- personal accountsStreams

‘Faster’ (lifesaving) information


StreamsGovernment


Media Aggregated

Streams

MediaGovernment



1. Government has to create unique and official crisis accounts in social media. These accounts/pages contain official curated & aggregated information from the government and the emergency services.

2. Media need to become gatekeepers of the social stream and create dedicated, curated newspages with both ‘traditional’ & ‘social’ content.

Result:

People get a qualitative selection of aggregated & curated content, coming from traditional sources & social streams. They can help amplifying these official channels, instead of unverified noisy channels.

Victims & family find fast, social ‘directives’.

// Summary


People should better not track all messages from certain hashtags, listen to all messages in the stream and amplify the noise


MEDIA

Aggregated, qualified stream(traditional news, stuff from the stream

emotions, ...)

Aggregated, qualified stream(official communication,

directives from emergency services, ...)

GOVERNMENT/ORG


TOOLKIT ROLES SKILLS

All stakeholders need a toolkit to monitor & respond on social channels.

All stakeholders need to define specific and dedicated roles, ownerships, responsibilities and clear processes.

All stakeholders need to understand the dynamics, advantages and disadvantages of social media.

All stakeholders need basic operational skills to integrate social in their role.

All stakeholders need curation & aggregation skills.

NEEDS FOR ALL STAKEHOLDERS


twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem

facebook.com/DearMedia

youtube.com/DearMedia

slideshare.com/DearMedia

linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres

DearMedia,


http://twitter.com/DearMedia

http://twitter.com/DearMedia

http://twitter.com/jcaudron

http://twitter.com/jcaudron

http://twitter.com/dadovanpeteghem

http://twitter.com/dadovanpeteghem

http://facebook.com/DearMedia

http://facebook.com/DearMedia

http://youtube.com/DearMedia

http://youtube.com/DearMedia

http://slideshare.com/DearMedia

http://slideshare.com/DearMedia

http://linkedin.com/in/JoCaudron

http://linkedin.com/in/JoCaudron

http://linkedin.com/in/DadoVanPeteghem

http://linkedin.com/in/DadoVanPeteghem

http://linkedin.com/in/FlorencePeres

http://linkedin.com/in/FlorencePeres


September, 2011version 1.0







turning social media into a constructive mechanism for crisis communications

Self Improvement

equal voice

streamlined

integrated

transparent

normal people

accidental

constructive

digital world