DORSET FIRE & RESCUEEFFECTIVE USE OF SOCIAL MEDIADAVID LAKINS & CHRIS REDHEADinfo@keymultimedia.co.uk @DAVIDLAKINS @MRCHRISREDHEAD

AGENDA

• Understand the impact of social media in the modern world

• Learn how other public sector and emergency services have used social media to further their corporate aims

• Understand how DFRS can use existing social media channels to communicate with Dorset's at risk communities

• Understand how DFRS can further it's prevention, protect and response objectives using social media

• Learn how the DFRS Social Media strategy affects you

BEFORE WE START

• Is everybody au fait with the social media networks?

• Twitter, Facebook, LinkedIn, Pinterest, YouTube, Google+

• Are you regular users and what do you use?• How often?• What are your likes & dislikes?

SOCIAL MEDIA IN THE MODERN WORLD

• Understand the impact of social media in the modern world

IN THE BEGINNING

INTERNET TODAY

we can dream up...

http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/

Yesterday Today

Go to the computer to use the Internet / web

Open a browser or Appto use the Internet / web

SOCIAL MEDIA’S MOST IMPORTANT TOOL

• Social media and mobile media are intimately connected

• Text messaging and phone calls remain the most popular forms of social media

• Internet and Apps on a phone give a user interaction and purchasing power at any given time of the day.

• Today the Internet is as a small, lightweight square that fits easily into your pocket, with Facebook and Twitter already built into its apps menu.

THE FUTURE IS MOBILE

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• 3G or WiFi means almost permanent connectivity to the web.

• Users can share news, photos and video clips quickly without having to move to another device or PC

• GPS Handsets enables location-based content

• Geo-tagging of content – photos, tweets & posts

WELCOME TO A NEW TYPE OF USER

• Web savvy• They are connected• They are mobile!• Know how to find information• Like sharing content• Empowered to have their

own opinions• Rely on third party opinions

of their peers rather than trust the information from a brand

POWER IN YOUR POCKET

• Everyone can be a food critic, film producer, commentator and amateur journalist– People videoing incidents e.g. M5 crash near

Taunton last year, Vauxhall Helicopter crash– TV programmes using social media to engage

#xfactor, #bbcqt, @bbcquestiontime– Reviews and opinions are part of daily life -

TripAdvisor, Amazon

WHAT IS SOCIAL MEDIA

• Conversations• Learning from your

audience / target groups• Engagement• Building Relationships• Not just about promotion

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IMPACT OF SOCIAL MEDIA

• Social Media video clip

• Run

WHAT IS SOCIAL MEDIA?

• Twitter• Facebook• LinkedIn• Google+• Pinterest• Instagram• Youtube

• What else?16

SOCIAL MEDIA USE

SOCIAL MEDIA USE

AGENDA

• Understand the impact of social media in the modern world

• Learn how other public sector and emergency services have used social media to further their corporate aims

• Understand how DFRS can use existing social media channels to communicate with Dorset's at risk communities

• Understand how DFRS can further it's prevention, protect and response objectives using social media

• Learn how the DFRS Social Media strategy affects you

COMMERCIAL COMPANIES

• How commercial companies are using social media– Customer support– Live events – tweeting during exhibitions,

conferences and concerts– Targeting individuals – listening for conversations,

targeting profiles– Engaging and developing brand advocates– Building a broader picture of their customers

CUSTOMER SERVICE

OLYMPICS WEYMOUTH 2012

• Social media played an enormous role during the Olympics

• Locally it was used to keep people informed about what was going on

• More importantly it was used to push messages out very quickly and quash rumours about visiting the events (or staying away)

FACEBOOK TARGETING

LOCALS USING TWITTER

CUSTOMER SUPPORT

CUSTOMER SUPPORT

BUILDING BRAND ADVOCATES

• The ultimate aim for any business is to get close to its customers

• Engage with people that will champion your brand and your values

SOCIAL MEDIA PROFILING

• Integrating social media profiles with their CRMs to build a broader picture of their customers

PUBLIC SECTOR USE

• How other public sector and emergency services have used social media to further their corporate aims

AMERICAN RED CROSS

• 80% of Americans expect that emergency responders will monitor social networks, and a third assume that posting or Tweeting a request for help during a disaster will get them help within an hour, according to a 2011 Red Cross opinion poll

• Red Cross staff and digital volunteers can now listen in to online conversations, interacting directly with people who need help or have questions.

AMERICAN RED CROSS

Red Cross Digital Operations Center to help monitor and respond to 70,000 crises per year — everything from house fires to hurricanes

“During an emergency, information is like gold. It is so valuable. “

BRIGHTON & HOVE CITY COUNCIL

• In 2009 carried out UK’s first online mapping of a local community to identify who the key online influencers were, what they were saying and in which spaces and with whom they shared their conversations.

• The fundamental purpose was to connect the council with its community. – Improve customer service– Break down old barriers– Reduce the need for phone and face-to-face visits– Improve community and neighbourhood involvement

GREATER MANCHESTER POLICE (GMP) 24-HOUR TWITTERTHON

• “Raise awareness of the diverse and complex role of policing, explaining how much time officers spend with non-crime matters”.

• Used Twitter to release details of emergency and non-emergency calls over a 24-hour period.

GREATER MANCHESTER POLICE (GMP) 24-HOUR TWITTERTHON

• Results – 3,200 incidents were tweeted over 24 hours– Followers to @gmpolice increased from 3,000 at the start

of the day to 16,000 by the end of the 24 hours. – The force website received 62,630 visits during the day,

which is half of what it normally receives across a whole month.

– A number of high profile politicians and celebrities became followers of GMP during the day.

LONDON FIRE TWITTERTHON

• November 2011 London Fire Service held a live "Twitterthon" throughout one Saturday to alert people to the number of bonfire-related incidents across the capital.

• @LondonFire Twitter account tweeting about every fire its crews were called out to between 4pm and midnight on 5th November.

• Bonfire Night 2011 saw the fewest number of fires across the capital since records began, despite expectations that Bonfire Night falling on a Saturday.

• Crews dealt with 130 fires, almost a third fewer than in 2010, when they dealt with 175 blazes.

LONDON FIRE TWITTERTHON

• A total of 128 tweets were sent about a range of incidents, including a huge number of out of control bonfires and several blazes caused by stray fireworks

• The Brigade received an overwhelming level of public support via Twitter on the night and as a result of the twitterthon, the Brigade increased its Twitter followers more than 25% to over 14,500.

AGENDA

• Understand the impact of social media in the modern world

• Learn how other public sector and emergency services have used social media to further their corporate aims

• Understand how DFRS can use existing social media channels to communicate with Dorset's at risk communities

• Understand how DFRS can further it's prevention, protect and response objectives using social media

• Learn how the DFRS Social Media strategy affects you

DFRS USES OF SOCIAL MEDIA?

– Learn what people are saying about DFRS– Learn what people are saying about Dorset / Community

concerns– Create a buzz for DFRS events & campaigns– Increase brand exposure & promote your values– Identify and recruit influencers to spread

your message– Recruit new staff and advocates– Support your services– Engage with hard to reach / vulnerable groups– Link with other Support Agencies– Get your message out fast– Retain links & establish a personal relationship

DISADVANTAGES OF SOCIAL MEDIA?

– Time consuming– Resource hungry– Negative feedback– Can lose control of your message

STARTING WITH A STRATEGY

• Social Media needs to be part of your whole communications strategy

• Be clear about your objectives• Find out where your audience are first – and

engage with them on their terms and the social network they prefer

• Come up with measurable goals

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DFRS SOCIAL MEDIA AIMS

• Using official social media channels to communicate effectively, immediately, efficiently and appropriately with certain target audiences, that might not use or be subject to other methods the service uses.

DFRS SOCIAL MEDIA AIMS

• Through the MOSAIC tool we have identified three such groups:– G33 – Transient singles poorly supported by family and neighbours– A04 – Villagers with few well paid alternatives to agricultural employment– D13 – Higher income older champions of village communities

• From their characteristics, these groups are most likely to respond to social media as they use this to communicate with friends and family. The internet is also seen as a primary point of call for information, research and keeping in touch.

• The messages DFRS uses social media for could occur during an incident, as proactive prevention messages or in response to other external factors.

DFRS SOCIAL MEDIA OBJECTIVES

• To raise the profile of DFRS by increasing our followers on Twitter to 10,000 by the end of 2014.

• To raise the profile of DFRS by increasing our followers on Facebook to 3,000 by the end of 2014.

• To encourage and empower DFRS employees to use social media corporately to communicate.

• Through until the end of 2014, keep up to date with key ways to use social media to communicate and spread messages to a wider audience.

• In line with the DFRS Community Safety Strategy, find innovative ways of engaging with our target public through social media. This may include the expansion of our social media channels.

• Support our compliance with the requirements for access to information and open data

ESTABLISH A SOCIAL MEDIA FOUNDATION

• Listen• Learn• Engage & Share

• Ultimate Goal:

Position DFRS as a key part of the local community

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LISTEN

• Absorb what is happening in the community

• Listen to the chatter about DFRS

• What concerns are being raised by the local community?

• Monitor incidents

LISTEN

• Just by listening ........– Monitor conversations– Gather insight and intelligence during and after an

event– Track location based information

LISTEN

• Follow Twitter streams, searches and lists• Following hashtags• Tracking Geo-tagged conversations and photos

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INCIDENT EXAMPLE #1

• Helicopter crash in Vauxhall, London – Police, Fire and other services could monitor the social media networks to gather information / photos without having to ask for it

• Access to real-time information• Also gather intelligence after the event took

place – photos from locals on the scene – helping to build a picture of what happened

INCIDENT EXAMPLE #1

• Eyewitness accounts, video footage, and photos (taken by people on their commute to work) all over social media.

• Vital information in the post-incident investigation• A well-publicised Twitter address with an associated

hashtag -- perhaps @999 or #londonhelicrash in this instance -- would provide a fast (possibly real-time) and efficient way for the public to share information with the emergency services.

INCIDENT EXAMPLE #1

• Combine social media information with CCTV, telephone calls within an incident management system to create a complete timeline of an event.

INCIDENT EXAMPLE #2

• Help request – did you witness crash on A35 Thursday evening? use #dorsetfire

Help request – did you witness motorbike crash on A35 Thursday evening? use #dorsetfire and let us know

Help request – farm equipment stolen near Bere Regis – please be on the lookout – pics here bit/ly/Uw6NNmy

Incident update – hair straightners were the cause of this fire – pics here bit/ly/k0PP6Nrt

USE OF HASHTAGS

• #falsealarmfriday• #Dagenham• #testittuesday • #flooding • #floods• #uksnow DT1

#falsealarmfriday

USE OF HASHTAGS

• Opportunities to share #hashtags across agencies / support networks & the press

• WDDC Olympic campaign – different #hashtags, #sailing2012, #olympicsailing, #weymouth2012 – message was diluted

• Agreement across agencies / Press to share #hashtags – use the same #hashtag where possible

SOCIAL MEDIA MONITORING

• Twitter Monitoring– Tweetdeck– Commercial monitoring tools

• Ubervu• Radian 6

TWEETDECK

SOCIAL MEDIA MONITORING TOOLS

• Real time• Historical – up to 3 months data• Track all Social Media resources in one place

– Twitter & Facebook– Blogs– Discussion Forums– YouTube– News

– Manage monitoring, tag conversations for retrieval, send notifications to departments

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LEARN

• Finding people

• Ranking influencers

• Finding conversations,

themes

• Planning when to act and

what to say

IDENTIFYING INFLUENCERS

• Identifying Connections - http://mentionmapp.com

• Explore connections via Twitter usernames• Identify influencers

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MENYTIONMAPP

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ANALYSING DORSET TWITTERSPHERE

• Opportunity to analyse Dorset Twittersphere as well as DFRS followers

• Categorise people• Understand who are your most influential

and far-reach followers• Target them with DM in advance

of activities

ENGAGING WITH INFLUENCERS

• Identifying and then engaging – using @message• For example:-

– We had a report on mental health recently, which is not an area we do lots and lots of stuff in and we wanted to get as much reach as possible. So we engaged with lots of mental health organisations and we said we want to go really hard on this day, this is what we want tweeted and we hit the bloggers, and we just made a nice buzz and noise on that day, much greater than if we’d just gone through the usual e-mail traffic.”@dorsetcommunityaction

CONVERSATION THEMES

• What to tweet / facebook ?• Identify themes that resonate with your

audience– Follow the Press– Major incidents– Weather / Roads– Topical TV moments – Fire on Eastenders

• You may be creating the news!

CONVERSATION THEMES

• Powerful messages• Provocative• Thought provoking

TWITTER TIMINGS

• It’s important to understand the timings of tweets and posts

• It will depend on your target audience - when people are at home or at work

WHEN TO POST?

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Finding the best times to tweetDorset Fire Service

TWITTER TIMINGS

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Finding the best times to tweetLondon Fire Service

TWITTER TIMINGS

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Finding the best times to tweetCheshire Fire Service

ENGAGE

• Encourage Conversations and share

• Twitter• Facebook• Google+• YouTube• Pinterest• Instagram

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ENGAGEMENT

IDEA – FACEBOOK BADGE

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TARGETED FACEBOOK ADS

• Create targeted Ads for recruitment & campaigns

• Build relationships with your audience• Increase visibility of DFRS• Build your brand

DORSET FIRE & RESCUEEFFECTIVE USE OF SOCIAL MEDIADAVID LAKINS & CHRIS REDHEADinfo@keymultimedia.co.uk @DAVIDLAKINS @MRCHRISREDHEAD