1. Social media collaboration that ‘clicks’
Social media collaboration & crisis management
Arnout de Vries – PSC-Europe Forum conference 2011, Warsaw, Poland

2. #whatif911: what if 9/11 happened in 2011?

3. 2
10 januari 2011
M Bouman
TNO Nieuwe huisstijl

4. Powerful technology in every pocket

6. New management
Manage abundance
(not scarcity)

7. Agenda
4 uses of crisis management and social media
Learning from incidents
Current dilemma‟s
Social media SWOT
A look into the future…

8. 4 ways of using social media
1. Observe
Monitor, analyse, intelligence
1.Observe 2.Send
2. Send
Inform, broadcast
3. Ask
4.Dialogue 3.Ask
Crowd sensors and wisdom
4. Dialogue
Interaction, collaboration, co-creation

9. How does your organization use Twitter during a crisis, now and
in the near future (in 1 or 2 years)?
We follow tweets
We send tweets in line with
other communications
We respond actively to specific
tweets to confirm or refute
information
We ask questions to improve our
situational image of the crisis
We call on citizens / volunteers for
assistance (e.g., sand bagging)
Now Future

10. How does your organization use Twitter during a crisis, now and
in the near future (in 1 or 2 years)? during a crisis, now
How does your organization use Twitter
and in the near future (in 1 or 2 years)?
WB = Water Boards
Yes No
SR = Safety Regions
WB
We follow tweets
SR
WB
We send tweets in line with
other communications SR
We respond actively to specific WB
tweets to confirm or refute
information SR
We ask questions to improve our WB
situational image of the crisis
SR
WB
We call on citizens / volunteers for
assistance (e.g., sand bagging)
SR
-15 -10 -5 0 5 10 15
Now Future

11. Social media and public safety

14. Social media and crisis management
13 30-11-2011

15. 1. Observe social media Gatorade mission control
KLM Social media Hub
Dell listening command centre mobile monitoring

16. 15

18. 17

19. 18

20. Pukkelpop incident timeline
First relevant
pictures showing
Start incident: Reports damage (collapse
heavy rainfall about of tent)
damage Large amounts of
Indications of and rumour spread about Initiation of
heaviness of casualties #deaths #Hasselthelpt
storm GSM network
Reports Deaths semi- is fixed
heading to confirmed by
about “SMS use
~ 21:00
Pukkelpop individual
19:15
only” is asked
16:22
19:38
20:19
18:35
18:30
19:12
deaths
18:15
from citizens journalist for
August 18th 2011 August 19th
19th aug12:00 AM
Fire depts Sint
21:56
20:06
20:50
19:40
19:53
18:24
19:19
19:03
Truiden say 6
@Pukkelpop
deaths and
message with
Hasselt says 1
“
death 7 injured
Belgian press handelingsper Official news:
started reporting spectief” 5 deaths, tens
@Pukkelpop
First pictures (individual (phone injured,
first message
showing panic accounts) number and festival
since incident
URL) cancelled
Press
conference
Announcement (TV): 2 deaths
Dutch press that festival is and 40 injured
starts cancelled for the
reporting night

21. Messages prior to the incident (early warning system)
User Tweet Time
Maartentibau Serious thunderstorm in Hasselt. I hope for a happy end at 6:03PM
Pukkelpop.
AlexanderDuyf Apocalyps at Kiewit! #pukkelpop #thunderstorm 6:03PM
Rubenschroyen Aiaiai #pp11 it could become a drama #thunderstorm 6:03PM
Jerola Here at Hasselt there is an immense thunderstorm going on #hasselt 6:06PM
#pukkelpop it is 6PM and the street lights are on, it is so dark
Ellenpotoms Rain, lightning and thunder! #pp11 6:07PM

22. Pukkelpop Twitter traffic
Tweets about
(rumours on)
casualties and deaths
„Dangerous
weather‟ tweet of
artist at festival

23. Geographical spread of tweets
Spread afterwards:

24. Topic analysis during incident
Tweets/min on „Damage‟ topic Tweets/min on 'Casualty' topic

26. 2. Send and inform
Most crisis management organisations are oriented on broadcasting
#Twitter accounts
(# organisations)
Safety region 18 (25)
Fire dept’s 21 (25)
Police dept’s 25 (25)
Medical dept’s 10 (24)
Water boards 24 (25)

27. 3. Crowdsourcing

28. 3. Crowdsourcing during incidents
seed
harvest

29. 4. Dialogue and collaboration: co-creation!
Co-
creation

30. Paradigm shift

31. How does social media „click‟?…

32. The crowd breaks all rules…

33. Facts or fiction…?

34. “The crowd produces mostly crap.“ – Jeff Howe

35. Wisdom of the crowd vs stupidity of the masses

36. Professional vs private (or hybrid) use
vs

37. 37
30-11-2011 22:10
Titel van de presentatie
Speed vs reliability

38. The crowd can destroy your brand/company

39. “They can destroy your brand/company“
there is no common language…

40. Future proof or keep switching channels?

41. Crowd control
vs community management?

42. Ethics…

43. Social media SWOT
Strengths of social media Weaknesses of social media
1. Anywhere & anytime
2. Low barrier 1 Intensity
3. Speed 2. Barrier
4. Direct 3. Rapid change
5. Transparant 4. Overload
6. Dialogue 5. Transparant
7. Rich and diverse 6. Decentralised
8. Personal 7. Immature
Weaknesses
8. Value unknown
Strengths
social
media
Opportunity Threat
Opportunities of social media Threats of social media
1. Reach
1. Miscommunication
2. Unity
2. Digital divide
3. Involvement
3. Chaos
4. Influence 4. Lack of control
5. New value webs 5. Abuse
6. Empowerment 6. Sociobesitas
7. Change 7. Web 2.0 bubble
8. Value creation 8. Influence

44. What is your next step?
Are they
with you or
against
you?

45. twitcident.com
@twitcidentapp