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Presented at Medical Reserve Corps Region I/II Summit (November 16, 2011)
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Presented To: Medical Reserve Corps 2011 Region I/II Summit
ALYSON COBB & ARIELLE SLAM
JSI RESEARCH & TRAINING INSTITUTE, INC.
During this workshop, participants will: Discuss popular social media tools, focusing on
Facebook, LinkedIn, Twitter, and blogs, and their potential applications for MRC units.
Learn the process for creating a social media plan, including developing goals, prioritizing channels, content mapping, implementation, and measurement.
Work towards completing their own social media plan.
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The electronic tools, technologies, and applications that start conversations, encourage people to pass it on to others, and find ways to travel on its own.
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Social media is a toolA tool to help you communicate in the 21st
centuryTwo way communication is key We are not just listeners anymore
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Name MRC UnitOne fact about you from BINGOWhat you are hoping to get from this
session
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77.3%84.7%Regions 1 & 2
StateInternet
Penetration
New Hampshire 90.1%
New Jersey 87.8%
Connecticut 86.5%
Massachusetts 86.2%
Maine 82.8%
Vermont 81.7%
New York 81.5%
Rhode Island 81.0% Source: Internet World Stats, 2010
52% of Americans 12+ use at least 1 social media networking site
43% of internet users 50+ use social networking sites
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85% of Americans 18+ own a cell phone 72% of cell phone users send and receive
text messages 31% of Americans 12+ own a smartphone 75% of social media users have posted an
updated using a mobile phone
Source: The Social Habit 2011, Edison Research
1 in 6 residents said they have used social media to get information about an emergency
About 50% said they would use social media to let loves ones know they were safe
Source: American Red Cross Social Media Survey, Aug 2010
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70% said that response agencies should regularly monitor and respond to posting on their websites and social media sites
If they posted a request for help on a social media website, 75% would expect help to arrive within an hour
Source: American Red Cross Social Media Survey, Aug 2010
In a survey of Facebook users, 38% would look for a Facebook page for an
organization for which they were thinking of volunteering
12% would definitely be more likely to volunteer if the organization has a Facebook page
43% said whether or not the organization had a Facebook page might impact their decision
9% would be concerned about volunteering for a nonprofit that didn’t have a lot of likes
Source: Idealware, July 2010
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It’s where the people are More common by the day Try to reach a gap in communications plan Two-way conversation Engaging volunteers
Spread a message Raise awareness of unit/organization Free More flexible and less staff time
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In small groups, discuss: Who you are trying to reach? What you are trying to accomplish? What will change if this effort is a success? Finally, what is your social media goal?
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Who are you trying to reach?
Community members, specifically those who are not prepared for an emergency
What are you trying to accomplish?
Increase preparedness in our community
What will change if this effort is a success?
Households will be more prepared, which will lead to a decrease in those who need assistance during an emergency, including shelter attendance.
Our Social MediaGoal
To promote emergency preparedness in our community in order to decrease the burden on emergency response agencies, including our MRC unit.
In small groups, discuss: Who you are trying to reach? What you are trying to accomplish? What will change if this effort is a success? Finally, what is your social media goal?
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Social networking sites Facebook, LinkedIn
Blogs Microblogs Twitter
Geolocation Google Maps, FourSquare, Facebook Places
Media sharing sites Flickr, YouTube
Wikis Social bookmarking Reddit, StumbleUpon
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What they all have in common: Two-way flow of information Collaborative Flexible delivery Individuals have an expanded word-of-mouth
reach
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Most popular social networking site in the world More than 800 million active users (including
350 million through mobile devices)
Organizations and companies create Facebook pages, which individual users can “Like”
All pages are automatically public
Can post text, links, polls, events, photos, and videos
Additional flexibility through apps
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43.0%
44.3Regions 1 & 2
StateFacebook
Penetration
Rhode Island 52.7%
Massachusetts 47.3%
New Jersey 47.2%
New Hampshire 44.5%
New York 43.3%
Maine 40.3%
Vermont 39.5%
Connecticut 39.3%
Source: Internet World Stats, 2010
The average Facebook user: Is 38.4 years old Has 130 friends Spends 55 minutes a day on Facebook Creates 90 pieces of content per month Is connected to 80 pages, groups, and events
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Brainstorm the pros and cons of using Facebook for your unit
Write your top pro on a yellow post it and your top con on a pink post it
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social networking site for professional networking Can connect with
colleagues and see who they are connected with
Profile= a resume Organizations can
create groups Groups can hold
discussions and post resources
Over 135 million members
Average age of users is 44.3 years old
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Brainstorm the pros and cons of using LinkedIn for your unit
Write your top pro on a yellow post it and your top con on a pink post it
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Website where 1+ people post fairly frequent updates, often told from a personal perspective
Posts are often short, appear in reverse chronological order, and written in the first person
Typically text based, but can also include photos or videos
Brainstorm the pros and cons of using LinkedIn for your unit
Write your top pro on a yellow post it and your top con on a pink post it
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Users send and read text‐based posts of up to 140 characters, called “tweets”
All pages and tweets are automatically public
Has grown to include photos and videos
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Most popular microblogging site 13% of Americans use Twitter Average age is 39.1 years old
Of people who have ever used twitter: 82% access the site at least once a month 54% access the site at least once a week 18% access the site at least once a day
Brainstorm the pros and cons of using LinkedIn for your unit
Write your top pro on a yellow post it and your top con on a pink post it
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Staff/Volunteer skills and timeWhat your target audience is usingWhich tool is best for conveying your
messageHow this will integrate in to your existing
communications plan
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In a survey of non-profits using social media: No respondents who were spending less than 1
hour per week on social media reported seeing any results
Respondents who were seeing tangible, substantive results spent an average of 5 hours per weekAbout 30% achieved success in 2 hours per
week or less
Source: Idealware, July 2010
Tool Time Estimate per Week
Facebook 2 hours
LinkedIn 1 hour
Blogs 3 – 5 hours
Twitter 1.5 – 2 hours
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Weigh the pros and cons of each tool, as well as organizational considerations such as time and skills, and check Yes, Maybe, or No for each tool
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Set date for revisiting/refreshing maintenance plan
Tools usedWho will manage each tool Post frequency Plan for content Develop weekly pattern Create a message bank or pre-written messages
Monday
•Medical audience msg.
Tuesday
•Tell a friend
Wednesday
•Interesting link
Thursday
•News
•Partner outreach
Friday
•Recognize volunteers
Weekend
•Events
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Who will manage?
AlysonNeed to identify backup
Post frequency?
1st 4 mnths =2x per wkAfter 4 mnths= every day
Types of info posted?
Updates from MRC units throughout NH; statewide information for MRC coordinators & volunteers
Sample message
WMUR will have continuous updates about the storm at this link (which works on mobile devices as well). "Share" the link with friends and family so they can stay up to date even if the power goes out
Work in groups to complete worksheet 5.
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Recruitment based around a popular event Local event Online event
Public Awareness National Preparedness Month Flu Shots
MRC ambassador message dissemination
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Campaign Name JIVE 2011
Dates 9/1/11‐ 10/1/11
Why is this the right time?
• Preparedness Month• 9/11 10th Anniversary
Specific goals • Consistent preparedness messaging
• Raise reach of local response Facebook & Twitter accounts
• Increase ReadyNH traffic
Supports larger goal
• Public information & warning• Channel redundancy
Target audience Area residents who have not or have done little to prepare for an emergency
Week Dates Theme
1 9/1‐3 General Preparedness
2 9/4‐10 Stay
3 9/11‐17 Leave
4 9/18‐24 Connect
5 9/25‐30 Volunteer
Tool Facebook Twitter
Managers • Agency assigned• Alyson monitors
• Agency assigned• Alyson monitors• Arielle track links
Post frequency (minimum)
1 post per week per agency 1 tweet per week per agency
Types of information posted
Preparedness messages by weekly themes
Preparedness messages by weekly themes
Sample post How would you keep in touch with friends and family during an emergency? (Question )• Phone• E‐mail• Visit them• Facebook• Twitter
Emergencies don’t wait until after hours. Do you know the emergency plan for your workplace? http://1.usa.gov/ReadyNH_Business#NPM #ReadyNH
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Work in groups to complete Worksheet 6.
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Purpose Before-During-After
Plan Tools Frequency Managers
Contingency plan Post-event evaluation Include in After Action Report
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Complete Worksheet #7.
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Content brainstormMessage construction Policy considerationsMeasurement
Encourage conversations among new and veteran volunteers
Ask current volunteers to post comments or stories about volunteering
Encourage potential volunteers to voice concerns
Recognition programs
Volunteer of the month
Volunteer spotlight
Post multimedia of volunteers in action
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Post multimedia links Share news and updates Collaborate on content with partners &
repurpose existing content from partners
Tone Less formal than a website
Neutrality Balance between selling volunteerism and
providing valuable information to followers
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Responsibilities Supervisor Coordinator Channel authors
Content calendar reviewComments policy Interactions
Does anyone have a policy? How is it working?
Biggest barriers?
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Look at plan in short cyclesViews Followers EngagementConversion Tracking links “How did you hear about us?” check box Lift assumptions
Share plan with key personnel/volunteers for input.
Set aside a few hours to a day to learn tool(s) and create an account.
Start developing content and ask for co-worker & volunteer input.
Write policy. Start planning for your first campaign.
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Arielle Slam
JSI Research & Training Institute
603.573.3341
http://linkd.in/ArielleSlam
Alyson Cobb
JSI Research & Training Institute
603.573.3319http://linkd.in/AlysonCobb
