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Giving the Public a Seat at Our Table: Social Engagement as an Agent of Organizational Change PowerPoint Presentation
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Giving the Public a Seat at Our Table: Social Engagement as an Agent of Organizational Change. The Fundamental Shift. Social sites are not another media channel A fundamental shift in the way people communicate Changing expectations from the public. Our Social Engagement Goals.

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Presentation Transcript
slide1
Giving the Public a Seat at Our Table:

Social Engagement as an Agent of Organizational Change

the fundamental shift
The Fundamental Shift

Social sites are not another media channel

A fundamental shift in the way people communicate

Changing expectations from the public

our social engagement goals
Our Social Engagement Goals

Carry out the organization’s mission online.

Give the public a seat at our operational table.

What is our mission?

the red cross social community
The Red Cross Social Community

Local chapters

Volunteers

Donors

Students

Enthusiasts

how do we empower our community
How do we empower our community?
  • Relationship building on individual level
  • Helping make connections
  • Building tools to help them share and mobilize
  • Social Engagement Certification
  • Digital volunteerism
how do we use it
How do we use it?

What we do every day online

We listen to and interact with our stakeholders; volunteers, general public, politicians, donors (blood and financial), corporate sponsors and others who are interested in the Red Cross.

Interact with news outlets

Answer questions (tough ones, easy ones)

Take complaints

Answer pleas for help

Share Red Cross stories

Serve as a news source/Crowdsource

roy s fire
Roy’s fire

EXAMPLE FROM CHICAGOBREAKING NEWS< THE PHOTO WE POSTED ON FACEBOOK< TWITTER POST ETC>

EXAMPLE FROM ROY’S FIRE AND CHICAGO BREAKING NEWS

best practices
Best Practices

Listen

Insert your voice

Respond immediately (otherwise the phone/customer service line goes unanswered)

Engage

Be personal

Make friends without asking for anything

Follow others

slide9
Case Study:

Social Engagement and Disaster Relief

social media becoming an integral part of disaster response

Social Media Becoming an Integral Part of Disaster Response

  • Growing trend in U.S. and across the world in disasters to use social media to seek help.
  • Survey finds more people using social media, mobile technology and online news outlets in emergencies.
    • Trying to learn more about the disaster
    • Asking for help
    • Sharing information about well-being with family and friends

11

2

red cross digital operations center
Red Cross Digital Operations Center

Visualizes information from social sites

Coordination center for social engagement with the public during disasters

Helps us better manage data so it will be useful for decision makers

snowmageddon
Snowmageddon

#Snoprah

  • Groundhog Day Blizzard Feb 1, 2011
  • 20.2 inches of snow
    • Hundreds stuck on Lakeshore Drive
    • Businesses, schools & roads were closed
    • @ChicagoRedCross
      • 90% volunteers
      • Crowd sourcing, sharing information
      • More than 360 commuters were taken to shelters that night
snomg
#snOMG

Tweeting for Help

“Chicago Red Cross started preparing for the blizzard because we knew everyone would be talking about it. By following popular hashtags such as #snOMG, #ChicagoBlizzard, @snowmageddon, #snowpocalypse and #snoprah

  • Research by the Red Cross shows that 74% of those surveyed believe an emergency responder would hear an SOS tweet. “They believe you would respond within an hour –the public thinks you’re listening.  People think if they tweet about an emergency, then someone will come with help.
  • We soon caught media attention. In some cases, reporters found the Red Cross tweets more timely than information coming from official sources.
midwest floods 2013
Midwest Floods 2013

Issue

Changing location of bulk distribution sites

Supplies were running out quickly

Circumstances beyond our control with various municipalities, delayed vehicles etc.

Solution

@SaminDispatch Twitter account, staffed 24-7 by volunteers

tornado wildfire shelter team red cross first aid apps
Tornado, Wildfire, Shelter, Team Red Cross & First Aid Apps

The Red Cross Shelter View app displays current shelter information from the National Shelter System.

Launched February 2011

Updated every 30 minutes

Shows detailed location of shelter and includes population count

One of iTunes top apps in August 2011

25,000 in August

thank you
Thank you

Jason Golden

@jasondgolden

LinkedIn – Jason D. Golden