Social Media & Hurricane Sandy: Crisis Case Studies
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Transcript of Social Media & Hurricane Sandy: Crisis Case Studies
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Social Media & Hurricane Sandy: Crisis Case Studies February 20, 2013
#SMWsandy
Slides available at slideshare.net/sfathi
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February 20, 2013 Social Media Week: Social Media: and Hurricane Sandy Crisis Case Studies
Panelists
• Moderator: Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi)
• Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison) • Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider) • Eugene Ribeiro, Director, Promotions and Business Development, MTA New York
City Transit ( @MTAInsider) • Morgan Johnston, Manager of Corporate Communications, Social Media
Strategist, JetBlue (@MHJohnston, @JetBlue)
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Michael Clendenin
Director of Media Relations
Con Edison
@Con Edison
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Connec&ng with Customers During Hurricane Sandy
• Communica&on • Collabora&on • Engagement • Trends
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@ConEdison handle
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Sandy Social Media Facts • Pre-‐Sandy: 6,500 TwiEer followers • AHer Sandy: More than 23,000 TwiEer followers
• Press releases retweeted more than 2,500 &mes
• 25 videos about prepara&on and response that were viewed more than 100,000 &mes
• About 140,000 views on Flickr of restora&on efforts
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Web hits
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Customer Engagement
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Con Edison -‐ Powering Effec&ve Social Media Engagement
Top Ac'vity Dates
Various Ac'vity Snapshot (e.g. Top Handles)
Approximate Men'ons
29-Oct Highest hour ever, 10 p.m.: Substation “explosion” 40,247
2-Nov Various topic mentions & Con Edison expects Manhattan restoration by Sat. 28,356
30-Oct Various mentions re: outages in NYC 23,523
161,000+ Total men&ons
Con Edison Trends: Oct. 26 – Nov. 12
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@ConEdison Tweet History -‐ Between 10/26 – 11/12
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Con Edison -‐ Powering Effec&ve Social Media Engagement
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Aaron Donovan
Media Liaison
Metropolitan Transportation Authority
@Aaron_Donovan, @MTAInsider
Eugene Ribeiro
Director, Promotions and Business Development
MTA New York City Transit
@MTAInsider
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MTA & Social Media Response to Superstorm Sandy
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MTA & Social Media • Primary communication channels
about MTA service, facilities and plans.
– mta.info (Emergency Homepage) – Press/Media – Various MTA agency social media
handles and YouTube account – Digital Urban Panels – On the Go Station Kiosks – E-mail/Text Alerts
Continuous communication facilitated before, during and after Sandy’s arrival.
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MTA & Social Media
• Regularly updated information via Twitter & Facebook
• Video via YouTube • Still Photos via Flickr, Twitter & Facebook • Four Basic Categories of Media shared
– Before: Preparation – During: Storm Hits – Aftermath, Part 1: Damage – Aftermath, Part 2: Restoration
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Updates via Twitter and Facebook
• Posts and RTs of Major Announcements by Governor
• Status of our Infrastructure • Service Updates
– Subway, Buses, LIRR, MNR, B&T have separate accounts
• Photos shared to tell the story • Links to Updated Maps and
Service No&ces – Real &me posts – RT’ing self every hour
• Responses to Ques&ons – “For everyone asking about …”
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Hurricane Sandy Recovery Map
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• Constantly updated the map as service was restored
• Each &me the map was updated, we immediately posted it to TwiEer & Facebook
• Feedback from customers was overwhelmingly posi&ve each &me updated service restora&ons became visible on the map
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Photos & Video
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• Uploaded to Flickr & Facebook • Tweeted Links to Flickr and YouTube footage
– Whole galleries, individual s&lls & behind the scenes video
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Continued Communication – Rebuilding Efforts
• We’re continuing to inform customers of our rehab progress via our website
– Rebuilding the Rockaways – South Ferry Station – Montague Tube
Links to these pages are also regularly included in related social media posts
• Public Response
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Public Response
Metropolitan Transporta&on Authority 20
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Morgan Johnston
Manager of Corporate Communications, Social Media Strategist
JetBlue
@MHJohnston, @JetBlue
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Hurricane Sandy
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Phase I: Secure Crewmembers & assets
Phase II: Confirm loca&on & status
Phase III: Paced resump&on of service
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RECOVERING FROM HURRICANE SANDY
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RECOVERY
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HURRICANE SANDY BY THE NUMBERS
→ 30,000+ residents served meals
→ 19,200 boEles of water
→ 1,600+ flight cancella&ons
→ 150,000 Customers with canceled flights
→ 70 LSC volunteers → 1,200 sodas → $8,000,000 in addi&onal OFP refunds
→ $4,800,000 in addi&onal Travelbank credits
→ 5,200 eat up boxes
→ 1,200 blankets → 80,000 addi&onal calls handled
→ 8,000 incremental IROP tweets
→ 16,000+ onboard snacks
→ 31 food trucks sent to lower ManhaEan, Rockaway, NJ, SI
→ 30,500,000 emails sent
→ 2,500 addi&onal Speak Up emails
→ 4,000 each of free coffee and donuts in JFK T5
→ $700,000+ site dona&ons to the Red Cross
→ $100,000 dona&on dollars matched
→ 1,920,000 TrueBlue points awarded to donators
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Questions? @MHJohnston
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Q&A
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Social Media & Hurricane Sandy: Crisis Case Studies February 20, 2013
#SMWsandy
Slides available at slideshare.net/sfathi