London Fire Brigade: Our Social Media Journey | Rob McTaggart and Pete Richardson | May 2015
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Presentation on The London Fire Brigade's experience with social media - its strategy, the content they share, what they use social media for, how they do it, some specific examples, and the impacts. Presented by Rob McTaggart, Senior Communications Officer, and Pete Richardson, Digital Communications Manager, at the London Fire Brigade, at Really Useful Day: Social media for councils in London on 15 May 2015.
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London Fire Brigade: Our Social Media Journey | Rob McTaggart and Pete Richardson | May 2015
- 1. Our social media journey Rob McTaggart, Senior Communications Officer Pete Richardson, Digital Communications Manager
- 2. Introduction • We have learnt some valuable social media lessons… but we are only at the beginning of our social media journey • Today we will explore: o Where we are now o Case studies o Our next social media steps o Measuring success
- 3. Where we are now • Social media is now integral part of our communications • Nearly 150,000 followers • Website visits via social media account for 10% of all traffic • We mainly use Facebook and Twitter but we have profiles on YouTube, Google+, LinkedIn, Instagram
- 4. It’s embedded in our strategic planning LSP5 strategic objective 1.1 We will utilise social media to encourage behavioural change; provide increased ways to access our services; helping protect them from fire and helping them to avoid the travel and business continuity interruptions of fire.
- 5. What we use social media for @LondonFire “If you heard a bang in Kings Cross it was due to 2 gas cylinders exploding before we arrived at the BBQ fire at the back of Kiwi House • Accuracy • Reassurance • Awareness • Influence • Insight
- 6. We have good content to share
- 7. How we do it • Not what we use - it’s how we use it • Tone and language • For the right reasons • Only to help meet objectives
- 8. No smoke without a fire - The Shard
- 9. No smoke with a fire - The Shard
- 10. The Shard: our results • Tweets earned 200,000 impressions in three hours • Reassured the public and dispelled myths about The Shard being ‘on fire’
- 11. The Shard • News agencies used our images and quoted twitter feed • #Shard trended during incident
- 12. Finding content - quirky incidents • Over 1.4 million people saw our • ‘doorknob’ Facebook posts • Over 4 million saw the ‘hair straighteners’ Facebook post.
- 13. Different channels - ‘Ifake’ • 8000 unique page views • 750 website visits from reddit • 4th most popular route to website
- 14. React – soap fire quiz
- 15. In bed with Fifty Shades of Red • Number of incidents involving people being stuck in objects had increased year on year since the Fifty Shades of Grey books were release. • Great opportunity to launch #FiftyShadesofRed to highlight issue at the time of film release. • Eye catching and eye watering tweets with a clear safety message. • No National or International coverage without social media work
- 17. Impact • Our tweets alone seen by 1 million people. • Increased average engagement by 158% • 32,000 views to web page in 5 days. Normally whole site gets 40,000 in a week.
- 18. Serious (ish) message • Newsjacking for a reason • Clear aims and objectives to reduce the number of unnecessary calls. • Move the message on to other less risqué posts. • Common sense, if it doesn’t fit, don’t force it.
- 19. Digital Newsroom With newsrooms downsizing journalists are becoming increasingly more reliant on media rich content.
- 20. Next steps • Preparing to roll out additional twitter accounts • Working closer with Blue Light colleagues on twitter • Looking for life beyond twitter and Facebook
- 22. Our Fire and Rescue Service Survey
- 23. Focused on visual engagement Likes, comments, shares Favourites, replies, retweets Used the ‘Avinash model’ How we measured success
- 25. 71% 92% Facebook Twitter Average non-visible engagement
- 28. High engagement = high reach
- 29. Total engagement – visual & non-visual Reach How do we now measure our success?
- 30. Our aims
Editor's Notes
- Hopefully get some feedback from you. New Digital team
- This means that there is high level buy in Fifth London safety plan Also means we can fend off pressure to drop stuff that’s off topic onto twitter (e.g fundraising, seminars etc) Keep it strictly about warning and informing
- I’m addressing a room of experts Look at a few incidents that have worked well for us
- Young professionals are responsible for a quarter of the 6,000 house fires each year in London
- 5,283 engagements
- ‘doorknob’ =710 comments and 11607 shares. Tweets were seen 62,000 times with 3400 engagements Hair = 4 million Facebook users Over 63,000 shares 1,500 comments
- Feeding social media led news sites An extra channel to exploit, it doesn’t take much additional effort Dg team looking at stats and saw top refer Reddit. Then started to add news stories to Reddit regularly. Works a treat
- As well tweeting pictures about the impending plotline and using similar hashtags to the BBC Digital designed a fires in soaps quiz Success
- By engagements we mean any interaction on the post
- We have been protective of the corporate twitter feed Non corporate site’s have sprung up Our blue light colleagues are rolling out accounts to staff, some of the frontline They are tweeting about our incidents Holding back an unstoppable tide Expressions of interest Training Safeguarding quality, 3 month reviews Ensure they don’t replicate the corporate feed Ideally, hyperlocal content
- It’s the top answer on Google and something we have been battling with over the last year (that I’ve been here). How do we measure our social media success?
- We asked others: We surveyed the fire and rescue service industry and received 26 responses – here’s how they said they measure their social media. Safe to say, it wasn’t unanimous.
- Here’s how we have been doing it: Used to use Avinash Kaushik – revered analyst - conversation/amplification/applause model We ended up with lots of stats about our likes each month, or what a post would get in retweets but what the crucial stats we can’t see – here’s an example
- Here is how our post appeared in my timeline. I liked the post, I didn’t share it or comment. I can see the pictures in the timeline but I can also click them to see them enlarged. I did. All this data wasn’t previously gathered. All we know is it has 369 likes, 63 comments and 240 shares. Something we would previously compare with other posts and say “that did alright”. But my engagement with the post didn’t end at a single like.
- On average: 92% of all engagements with our twitter posts are non-visible 71% on facebook
- As you can see the non-visible engagement was significant – over 19,000 Other clicks – clicks not on the post, so for this one it could be people clicking ‘3 new photos’ to see them or it could be people clicking our page title ‘London Fire Brigade’. Facebook is annoyingly vague on this.
- In July, Twitter introduced organic Tweet analytics – GAME CHANGER Here’s the post on Twitter 281 retweets, 58 favs, 31 replies – not bad But clicks to view the pictures topped 3,000; over 100 clicks to our profile, where they found more info on the incident 26 Follows as a result of this tweet Even six shares via email engagement…! These come in the form of: • Embedded media clicks – photo or video views • Detail expands – view more detail of the tweet • Link clicks – clicks on the URL • User profile clicks – clicks on the @ handle • Hashtag clicks – clicks on the # used • Follows – the number of times users followed as a direct result of the tweet • Permalink clicks – clicks on a tweet permalink (desktop only) • Shared via email – the number of times users emailed the tweet to someone And over 63,000 impressions But why do these matter? Well, the picture appeared in these publications…
- ‘GENERALLY’ This chart is from Twitter: Green is engagement / Red is reach This isn’t that unexpected when you’d consider the more people who click a post, the increased likelihood followers will do something:
- Total engagement – visual and non-visual Reach – remains important because it could be the only action on a post – I could see it and do nothing. Think about your own social media use. How many times do you scroll past something without doing anything? It’s the digital comparison of a newspaper advert based only on circulation. However it shouldn’t be held as the single greatest statistic because it doesn’t tell us if anyone interacted.
- Testing content that will give us the perfect mix. We know human interest stories or an iFake quiz story give us a lot of visible engagement – people are happy to share heart warming stories on their wall or a game. We know posts with just a link may not get as much visual engagement but receive a lot of non-visual engagement. We know incident updates don’t get much engagements on their own – but with a photo, like the bus example, they become huge. This exploration into wider digital opportunities are something our department is looking into.
- We’d love to be able to share some data and get some benchmarks out to help us with our new measurements. Or if you’d like us to show you how we’re taking these measurements in a little more detail.