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Integrating Mobile & Social into your Emergency Planning
Jessica Best, Community [email protected]@bestofjess or @emfluence
Integrating Mobile & Social
What is… A marketer’s best practices Which media for event planners Addressing event crises Addressing world crises An ounce of preparation…
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What is Mobile?
Hand-held(smaller screens)
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Transportable (battery run)
Touch-screen(phone & tablet)
SMS, QR codes, mobile web & mobile apps
What is Social Media?
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MarketingContent
Web- and mobile-accessible
Engagement
Peer-to-peer conversations
@
The Draw of Social Media
Low barrier to entry
Immediate
Trackable
Cost effective
Connects offline-online
@
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Integrating for Crisis Planning…
• How do you know how to use mobile/social?• How do you gain people’s attention/grow your
audience?
Integrate mobile & social into your audience interaction (marketing/communication) first…
Then talk about crisis planning.
#1. Get permission (SMS)
A Marketer’s best practices - Mobile
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Step 1: Discovery
(Offline, Print, WOM)
Step 2: Short code
(Text “seminar” to 12345 to sign up)
Step 3: Confirmation
(Subscriber is added)
Step 4: Communication
(Marketing & Information)
#2. Don’t send too much (SMS) They’ve given you a ticket to their pocket. Don’t abuse the privilege!
A Marketer’s best practices - Mobile
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#3. Be brief You get 160 characters in an SMS. Think to-the-point. You can (and should) link to longer info.If possible, avoid “TXT” speak. Be professional.
A Marketer’s best practices - Mobile
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#4. Be compliant (SMS) Explicit opt-in (confirmed
opt-in) required by law. “Reply STOP to
unsubscribe” required in at least every few messages.
A Marketer’s best practices - Mobile
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#5. Cross promoteUse SMS to get email opt-ins quickly & easilyand/or link to social media
A Marketer’s best practices - Mobile
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#6. Link mobile to mobileDon’t link SMS messages or QR codes to a non-mobile-optimized webpage.
A Marketer’s best practices - Mobile
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A Marketer’s best practices - Social
#1. Be prepared for all 3 sides of social media
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Promotion
ResearchCustomer Service LISTENING
Talking &…
A Marketer’s best practices - Social
#2. Frequency
Keep a regular flow of good content in order to keep your audience engaged,
even outside your planned events
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Only before/at your event 10+ times a day
#3. Successful Social Media Content Types Education Information
A Marketer’s best practices - Social
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#3. Successful Social Media Content Types Education Information Entertainment
A Marketer’s best practices - Social
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#3. Successful Social Media Content Types Education Information Entertainment Contests &
Promotions
A Marketer’s best practices - Social
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#7. Don’t forget employees, volunteers, etc.People connect with the other people at your event, and may be easier to reach through those personal channels.Find willing representatives!
A Marketer’s best practices - Social
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#8. Don’t ignore… the positive!Don’t wait for crises to use social media. Your best preparation is having an attentive audience when you need their eyes.
A Marketer’s best practices - Social
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#9. Focus on the majorsWhich media are right for event planners?
A Marketer’s best practices - Social
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@
Which Media?
Use Twitter as your “6th sense” for reading attendee’s minds and communicating real-time through your event hashtag.
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Which Media?
Remember to incorporate images! You can find Instagram by asking attendees to use the same hashtag. Bonus: they’ll show up on Twitter, too.
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Which Media?
Don’t forget about email! Targeted/segmented Just as immediate Not public (in case of crisis/sensitive info) Measurable interaction
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Which Media?
A blog is the perfect place to hold longer form content like recaps, share handouts and slide decks & encourage comments.• Bonus: upload a speaker’s
slides to SlideShare and embed in your blog post.
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Which Media?
If you use Facebook, you can create Facebook Events to help spread the word about your upcoming event.• Facebook is much more
business-to-consumer or peer-to-peer focused
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Using Social/Mobile for Event Crises
3 Types of Crisis: Event mishaps Event crises World-wide crises
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Using Social/Mobile for Event Mishaps
• Climate, A/V issues, connectivity issues
TIP: Be careful of inviting attendees to text or tweet to win if phone or WiFi signal quality is low
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Using Social/Mobile for Event Crises
• Crisis = safety concerns for event attendees– Venue is flooded, gas leak, electrical issues, fire
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Using Social/Mobile for Event Crises
• Response: room change or venue change Tweet SMS to attendees Mobile-optimized email to attendees Update location on website (“mobile web”) Posted signage (“out of home”) Announcement (“real-time marketing”)
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Using Social/Mobile for Event Crises
• Response: event cancellation Tweet SMS to attendees Mobile-optimized email to attendees Update location on website Posted signage Announcement
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Using Social/Mobile for Event Crises
• Response: evacuation SMS to attendees Mobile-optimized email to attendees Posted signage (“out of home”) Announcement (“real-time marketing”)
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Using Social/Mobile for Events
• Emerging communication tactics Dedicated mobile apps & push notifications Near-field communication or blue tooth
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Social/Mobile during World Crises
• What do you do (as a human) during crises?– What do you want to do? (Or not do?)– What do you want to know?
• What constitutes a crisis?
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Social/Mobile during crises nearby
• Some resources during a crisis:– American Red Cross Disaster Online Newsroom (
http://newsroom.redcross.org) – National Weather Service Hazards
Map (@NOAA)– FEMA on Twitter (@FEMA)– Emergency First Aid mobile app
by phoneflips (an offline guide, no network required)
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Social/Mobile during crises nearby
• Twitter’s “Fast Follow” in case of power out:– Text Follow FEMA to 40404 to start following
@FEMA’s updates via text message during a crisis in your area.
– Text Follow NOAA to 40404 to start following The National Weather Service via text message.
– If you don’t receive an update fairly soon, you can text Get [username] to 40404 to see their most recent post.
– When all’s clear, you can text OFF to 40404 to stop receiving notifications.
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An ounce of prevention…
• Engage for GOOD. Be prepared to take advantage of social & mobile, by engaging your audience before a crisis happens. Listen Promote Follow Connect
Opt-In Promote Inform
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An ounce of prevention…
• Include your event hashtag (and speaker handles) on something highly visible, like signage or presentation slide decks.– Be “listening” live for opportunities to wow
attendees and/or for those small event mishaps that need to be addressed.
– Follow those people that use the hashtag to tweet about the event to grow your following.
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An ounce of prevention…
• Ask for Twitter handles or cell phone numbers on the registration form.– Follow all Twitter handles before the event to
watch their tweets even if they don’t remember the hashtag
– Remember: don’t make a crisis the first time attendees hear from you. Send event updates and information via SMS (text message) leading up to the event.
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The bottom line
• Nothing replaces live people and in-person announcements once you’re all in one room or one space.
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Social media and mobile are just part of the mix