Presented at Medical Reserve Corps Region I/II Summit (November 16, 2011)

1. 11/21/2011
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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2. 11/21/2011
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.
http://youtu.be/3SuNx0UrnEo
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 Social media is a tool
 A tool to help you communicate in the 21st
century
 Two way communication is key
 We are not just listeners anymore
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4. 11/21/2011
 Name
 MRC Unit
 One fact about you from BINGO
 What you are hoping to get from this
session
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5. 11/21/2011
77.3%
Internet
State
New Hampshire
Penetration
90.1% 84.7%
New Jersey 87.8% Regions 1 & 2
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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6. 11/21/2011
 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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7. 11/21/2011
 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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8. 11/21/2011
 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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10. 11/21/2011
Who are you Community members, specifically those who are
trying to reach? not prepared for an emergency
What are you Increase preparedness in our community
trying to
accomplish?
What will change Households will be more prepared, which will
if this effort is a lead to a decrease in those who need assistance
success? during an emergency, including shelter
attendance.
Our Social Media To promote emergency preparedness in our
Goal 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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11. 11/21/2011
 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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13. 11/21/2011
 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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Facebook
State
Penetration
Rhode Island
Massachusetts
52.7%
47.3%
43.0%
New Jersey 47.2%
New Hampshire 44.5%
New York 43.3%
Maine
Vermont
40.3%
39.5%
44.3
Connecticut 39.3% Regions 1 & 2
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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15. 11/21/2011
 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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17. 11/21/2011
 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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18. 11/21/2011
 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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19. 11/21/2011
 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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20. 11/21/2011
 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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21. 11/21/2011
 Staff/Volunteer skills and time
 What your target audience is using
 Which tool is best for conveying your
message
 How this will integrate in to your existing
communications plan
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22. 11/21/2011
 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 week
 About 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 used
 Who will manage each tool
 Post frequency
 Plan for content
 Develop weekly pattern
 Create a message bank or pre-written messages
Monday Tuesday Wednesday Thursday Friday Weekend
•Medical •Tell a friend •Interesting •News •Recognize •Events
audience link •Partner volunteers
msg. outreach
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26. 11/21/2011
Who will Alyson
manage? Need to identify backup
Post 1st 4 mnths =2x per wk
frequency? After 4 mnths= every day
Types of Updates from MRC units
info posted? throughout NH; statewide
information for MRC coordinators
& volunteers
Sample WMUR will have continuous
message 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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28. 11/21/2011
Campaign Name JIVE 2011
Dates 9/1/11‐ 10/1/11
Why is this the • Preparedness Month
right time? • 9/11 10th Anniversary
Specific goals • Consistent preparedness
messaging
Week Dates Theme • Raise reach of local response
Facebook & Twitter accounts
1 9/1‐3 General Preparedness • Increase ReadyNH traffic
2 9/4‐10 Stay
Supports larger • Public information & warning
goal • Channel redundancy
3 9/11‐17 Leave
4 9/18‐24 Connect
Target audience Area residents who have not or
have done little to prepare for an
5 9/25‐30 Volunteer emergency
Tool Facebook Twitter
Managers • Agency assigned • Agency assigned
• Alyson monitors • Alyson monitors
• Arielle track links
Post frequency
1 post per week per agency 1 tweet per week per agency
(minimum)
Types of Preparedness messages by Preparedness messages by weekly
information weekly themes themes
posted
Sample post How would you keep in touch Emergencies don’t wait until after
with friends and family during hours. Do you know the emergency
an emergency? (Question ) plan for your workplace?
• Phone http://1.usa.gov/ReadyNH_Business
• E‐mail #NPM #ReadyNH
• Visit them
• Facebook
• Twitter
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29. 11/21/2011
 Work in groups
to complete
Worksheet 6.
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30. 11/21/2011
 Purpose
 Before-During-After
 Plan
 Tools
 Frequency
 Managers
 Contingency plan
 Post-event evaluation
 Include in After Action Report
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31. 11/21/2011
 Complete
Worksheet #7.
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32. 11/21/2011
 Content brainstorm
 Message construction
 Policy considerations
 Measurement
 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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33. 11/21/2011
 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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34. 11/21/2011
 Responsibilities
 Supervisor
 Coordinator
 Channel authors
 Content calendar review
 Comments policy
 Interactions
 Does anyone have a policy?
 How is it working?
 Biggest barriers?
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35. 11/21/2011
 Look at plan in short cycles
 Views
 Followers
 Engagement
 Conversion
 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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36. 11/21/2011
Arielle Slam Alyson Cobb
JSI Research & Training Institute JSI Research & Training Institute
aslam@jsi.com
acobb@jsi.com
603.573.3341
603.573.3319
http://linkd.in/ArielleSlam
http://linkd.in/AlysonCobb
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