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Ogilvy Public Relations prepared this presentation for a Dec. 9 webinar for NFPA\'s Firewise program
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Firewise CommunitiesTelling the Firewise Story: Using Social Media for Online Word of Mouth
December 9, 2010
Influencer Node Network Dispersion Node + Network Model
SOURCE: Six Degrees: The Science of a Connected Age, Duncan Watts
Why Does Social Media Matter?The New Theory of Influence
Telling Your Firewise Story W/Social Media• Increase awareness
• Reach
• Simple Direction
• Engagement
• Personalization
• Direct dialogue
Know Your Platforms
• Facebook – broadcast, detail, engagement
• Twitter – broadcast, real-time, engagement
• YouTube – video content, demonstrate
Social Media @ Firewise
Who is using social media?
• Number of users 35 – 54 has grown 190%
• Number of users older than 55 has increased 514%
Source: istrategylabs.com
• Social network are online communities of people who share interests and/or activities
• Members create a profile and use features like message boards, profile posts, pages, fan groups, and applications to interact
Social Platform #1Social Networks: Facebook
of online users globally have created a social network profile58%
500 million on Facebook alone
Facebook tabs allow brands to break out content and conversation into custom
environments
Facebook tabs allow brands to break out content and conversation into custom
environments
Fans of the brand get automatic updates in their
News Streams
Fans of the brand get automatic updates in their
News Streams
Fans can “like” or comment on content
Fans can “like” or comment on content
The Wall can display messages, news, links, photos and video
from the brand or fans
The Wall can display messages, news, links, photos and video
from the brand or fans
• Microblogging is a form of status updating that allows users to publish posts of 140 characters of less
Social Platform #2Microblogging: Twitter
• Users can update via text message, IM, E-mail, or the web
• Microblogging communities form around passions as members share updates, comment on others’ status, and engage in two way dialogue.
• 80% of Twitter usage is from a mobile device
• Twit pic to share photos
visit Twitter each month
75 million
50 million
Tweets each day
Sites like bit.ly and tinyurl shorten long URLs
Sites like bit.ly and tinyurl shorten long URLs
Placing “@” before a users name signifies a public ping to a
particular user.
Placing “@” before a users name signifies a public ping to a
particular user.
Number of people receiving a user’s tweet, number of
people following that user’s updates, and the number of user created favorite lists
that user is a part of
Number of people receiving a user’s tweet, number of
people following that user’s updates, and the number of user created favorite lists
that user is a part of
Social Platform #2Microblogging
• Multimedia sites allow users to share audio, images, and video with each other
• YouTube is #2 search engine after Google
• More videos watched than Google searches made every month
• Every demographic views photos and videos
Platform #3Multimedia Sharing
Tags help users find related content.
URLs and Embed codes make it easier to email the video or
post it elsewhere
Tags help users find related content.
URLs and Embed codes make it easier to email the video or
post it elsewhere
Viewers can rate the video.
Viewers can rate the video.
Users can leave comments and
dialogue
Users can leave comments and
dialogue
Social Platform #3Multimedia Sharing
Building a Network• Have realistic expectations
• Find your community (Twitter lists)
• Build and connect in your community
• Engage others and be personable
• Have something original to contribute
• Stay informed/Credibility
• Connect your message to existing conversations
• Listen and watch
Social Media ExampleIdaho Firewise
Social Media ExampleIdaho Firewise
Wilderness Ranch: Firewise Community
Social Media Example
Kingston, NY Neighborhood Watch
Kingston, NY Neighborhood Watch
Social Media Example
Social Media Example
National Hurricane Center
National Hurricane Center
Social Media Example
Hashtags help users distinguish or search for specific conversations or
topics
Hashtags help users distinguish or search for specific conversations or
topics
Boulder FireTwitter Awareness
Boulder FireTwitter Awareness
Source: Project Epic
Boulder FireYouTube Awareness
Social Media-Ready Content• Existing Firewise digital content
• Firewise hints
• Firewise How-to Guides
• Firewise photo gallery
• Firewise press releases
• Public Service Announcements
• Videos
Using Social Media Today• Publish your area’s top 10 Firewise tips
• Inform local communities of approaching wildfires
• Raise awareness
QUESTIONS?
Thank You
Shefali Vyas
Blake Bowyer
Tiana Allen
Ogilvy Public Relations Worldwide
