The DASSL Initiative

© 2012 BuzzManager, Inc | All Rights Reserved

Disaster Alerting through Sports-based Social Linking:

Prepared by:

Kathleen Hessert Eric Rasmussen, MD, MDM, FACP


The DASSL Initiative


Please tweet or post the following content, comments & questions using the hashtag(s)

#DASSL #WWHGD Tweet me @kathleenhessert or

@buzzmgr


“Social media influences the rhythm,

velocity, direction & public sentiment

of crises, organically changing the crisis

& extending its ripple effects.” Kathleen Hessert


• Haiti earthquake: Jan ‘10 Tweets: 2.3M #Haiti #RedCross Facebook likes: 170,000 *SM helped raise $8M first week • NZ earthquake: Feb ‘11 Tweets 68,463 Potential reach: 77.3M for #Nzquake *350k people in Christchurch • Joplin, MO tornado: May’11 Facebook likes: 49k 87,112,786 post views • Branson, MO tornado: Feb ‘12 Facebook likes: 17k in 48 hrs Youtube video 13,000 views • Waldo Canyon, CO fire: July ‘12 Tweets: 119k in 15 days Potential reach: 54.4 M people

Social Media: HADR’s New Tool


Where Sports, Social Media & HADR Intersect


Sports Fandom Built on Passion & Community


• 1 in 4 sports fans engage favorite teams &

• athletes on social media

• Core fans listen to & engage with team‐based

• SM more closely than conventional news

• 6 of top 16 Tweets Per Second spikes in

‘11 were live sporting events

• Twitter strategic partnership with NASCAR

provides content & fans higher visibility

• Twitter strategic partnership with ESPN co-

produces unique social experiences for larger

sports events

• @London2012 Olympic acct has 941,587

followers before games begin

Sports Fans Engaged through Social Media

Retired NBA 4x Champion Shaquille O’Neal social media super star 6M+ twitter followers


The DASSL Initiative

Leverage the demonstrated success of sports-based social

media to alert people about impending or current disasters

• Build an alliance of major sports brands interested in HADR through the

use of social media

• Use geographically‐specific social channels to target the community

• Send appropriate warnings, alerts, safety messages to fan communities

• Information flows from Emergency Response Agencies to teams to fans for

the most accurate & timely sharing

• Perpetuating “good Corporate Citizenship” by mitigate effects of disasters

at little to no cost rather than just cleaning up after the event


Effective Outreach in High-risk Areas


0

1

2

3

4

5

6

7

8

9

New

York

Los Angeles

Chicago

Houston

Philadelphia

Phoenix

San Antonio

San Diego

Dallas

San Jose

Population in Millions 2010 Census

6 states = 37%

of total 309 M

US population

Top US Population Centers


• 32 NFL teams

• 30 MLB teams

• 30 NBA teams

• 27 tracks

• 19 MLS teams (16 USA, 3 Canada)

• 30 NHL teams (23 USA, 7 Canada)

• 1200+ schools (every state)

Sports Grid Professional & College Teams


• National emergency – activate national sports alliance members

• State or regional emergency – activate state sports alliance members for targeted needs

• “Displaced fans” of activated teams also engaged – expect sharing of alerts with loved ones in at-risk areas

• Global disaster – activate global alliance members

– biggest sports brands have global followings including professional, collegiate, & Olympic brands

DASSL Activation Plan


Pro & College In-state Brands 3 NFL teams 3 NHL teams 5 MLB teams 4 NBA teams 2 NASCAR tracks 24 NCAA universities

208 declared disasters since ‘53

Disaster-prone High Risk State

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

CALEMA & CALFIRE

LA Kings Golden State

Warriors

San Francisco

49ers

San Diego Chargers

LA Dodgers

LA Lakers

Organization

Twitter

Facebook

# Fo

llo

we

rs/

Like

s

CALIFORNIA


TEXAS

Pro & College In-state Brands

2 NFL teams

1 NHL team

2 MLB teams

2 NBA teams

1 NASCAR track

21 NCAA univ

Disaster-prone State 332 declared disasters since ‘53

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

TX Dept. Public Safety

TX Homeland Security

Dallas Cowboys

TX Rangers Houston Texans

Houston Astros

San Antonio

Spurs

Dallas Mavericks

# Fo

llow

ers

/Lik

es

Organization

Twitter

Facebook


Disaster-prone State

OKLAHOMA

158 declared disasters since ’53

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

OK Dept.Emergency Mgmt

Univ. of OK Adrian Peterson OK State Athletics OK City Thunder

# Fo

llow

ers/

Like

s

Organization

Twitter

Facebook

Pro & College In-state Brands 1 NBA team 1 NASCAR track 4 NCAA universities


LOUISIANA

High-Risk State

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Gov's OfcEmerg. Prep

LA Nat'lGuard

Mayor MichLandrieu

NOLA News NewOrleans

Saints

Drew Brees Univ. of LA Coach Miles(LSU FB)

Organization

Twitter

Facebook

# Fo

llo

we

rs/

Like

s

68 major declared disasters since ‘53

Professional In-state Brands 1 NFL team 1 NBA team 11 NCAA universities


Colorado Wildfires: A Test


Conventional vs. DASSL Response

Relief Mitigate

Denver Broncos &players (NFL) offered help, inspiration, $50k pledged to recovery efforts after widespread impact of Colorado wildfires

@CUBuffs tweeted alerts to mitigate


The DASSL Alert Route


@CUBUFFS TEST Disaster test: HydePark Wildfire July ‘12

Request: Test the DASSL concept on a real & growing emergency in Colorado.

Asked CU Buffalos to tweet emergency messages received from Emergency

responders to fans/ Colorado residents & monitor engagement

Why Univ Colorado Athletics? • Proximity to the disaster

• Kathleen Hessert’s long time & trusted business relationship with decision-maker

(Athletic Director Mike Bohn)

Challenges • Buffs are relatively new to social media compared to many sports brands

• Relatively small communities: Twitter followers 12,870 Facebook likes 29,812

• School is out of session & no sports were in season limiting fan attention

• DASSL protocol not fully developed – needed to wing it

• No formal relationship was in place with lead emergency responders to get direct &

timely alerts to share via social media


Monitor & Engage BuzzMgr™ Dashboard

• Automated aggregation of main social media platforms, forums & news coverage

• Near real-time listening of conversation on multiple platforms

• Combines automated & human

curation

• ID’s conversation themes

• Trend & influencer identification

• Geo-location tracking

• Multi-lingual

• Automatic alerts

• Report sharing


Global Expansion Opportunities


Global Expansion

Earthquakes, floods, drought & other,

natural disasters around the globe

gravely effect people & property.

Speeding the velocity of response

through sports-based social media

channels can save lives, property,

dollars & dramatically speed

recovery.

DASSL can expand reach to

Int'l sports teams, leagues, &

celebrities who care.


Global Sports Brands

Cricket Cricket South Africa Twitter: 2415 FB: 250,000 SA Rugby Twitter: 62,572

Football/Soccer Paleirmos Twitter: 488,959 FB: 1,132,439

Football/Soccer Boca Juniors Twitter: 235,336 FB: 3,641,597

Football/Soccer FC Barcelona Twitter: 6,092,375 FB: 33,735,929

Cricket Indian Premier League Twitter: 337,753 FB: 1,198,381

Cricket Cricket Australia Twitter:75,956 FB: 1,521,482

Football/Soccer Manchester United FB: 26,670,539

Football/Soccer Japan Football Assoc Twitter: 201,117 FB: 791,652

Rugby National Rugby Team Twitter: 143,259 FB: 148,146

Football/Soccer Chivas de Guadalajara Twitter: 691,505 FB: 2,051,310

Ice Hockey Montreal Canadiens Twitter: 305,865 FB: 984,000


Next Steps…


Next Steps 1. Extend test through 2012 hurricane season

- Florida participant: Tampa Bay Lightning

2. Create national DASSL sports coalition

- Agreement in principle from major sports brands & specific teams

3. Meet & collaborate with key disaster alerting systems

4. Get funding for extension to high-risk areas

5. Develop DASSL warning protocols

- Levels of emergencies etc.

- Identify DASSL POC on teams

- Build library of demographic specific messages for rapid release

6. Activate social media monitoring system (BuzzMgr™)

7. Market the DASSL system & benefits

8. Iterate, refine, expand


Win/Win Consequences of Improved Warning Penetration

Communities

• More rapid community response

• Lives may be saved

• Casualties reduced

• Smaller economic impact

• Quicker local recovery

Sports organizations & celebrities

• Fan loyalties deepened and expanded

• Teams, conferences & leagues get value-added

• Increase marketing effectiveness through humanitarian action

• Fans in the stands recover more quickly after local disaster


#DASSL Kathleen Hessert

Founder & President

BuzzManager, Inc

1.704.541.5942

www.buzzmgr.com

[email protected]

@kathleenhessert

@buzzmgr

The DASSL Initiative

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