Journey of Disaster Survivors Sara Smith, Social Listening - PowerPoint PPT Presentation

Mapping the Social Media Journey of Disaster Survivors Sara Smith, Social Listening Specialist FEMA Office of External Affairs

Social Listening The act of searching for open source conversations discussing certain events or topics to better understand public sentiment, reaction and needs. Carried out by keyword searches, metadata searches, or organizing other data feeds. Presenter ’ s Name June 17, 2003 2

FEMA’s Story 2014 2011 2012 2013 Cross Training and Tornadoes Hurricane Social Media Regular Reporting Analytics Tool Sandy Focus Everyday Use of team. Investment of operational Listening Shift in budget and information information personnel towards requirements. listening. Presenter ’ s Name June 17, 2003 3

Forms of Social Listening Public Perception Operational Positive or negative discussion of Socio-Economic Impacts FEMA’s role in the response Tone or emotional state of public Real-time Weather Reports Impact on relationship with external Resource Shortfalls partners Rumors or misinformation Critical Infrastructure Status Presenter ’ s Name June 17, 2003 4

Listening Helps Us…  Be a voice for disaster survivors and stakeholders.  Identify rumors, misinformation or emerging hot topics.  Improve strategic communications. Presenter ’ s Name June 17, 2003 5

Listening and Messaging South Carolina Floods, 2015 Oroville Dam Evacuation, 2017 Presenter ’ s Name June 17, 2003 6

Experience and Journey Maps  Visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels. Presenter ’ s Name June 17, 2003

Why Create a Survivor Online Experience Map? NEED GOAL  Understand what to  Document what we’ve learned expect  Share what we’ve  Become more proactive learned and less reactive  Incorporate what  Help people understand we’ve learned the “why” behind our strategy Presenter ’ s Name June 17, 2003 8

Who’s involved  Social Listening Lead  Training and Capacity Building Lead  Digital Engagement Graphic Designer  Social Media Content Lead Presenter ’ s Name June 17, 2003

Process Presenter ’ s Name June 17, 2003

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Seven Stages Application concerns Presenter ’ s Name June 17, 2003 12

3 Major Takeaways  Role of sentiment  Understanding of volume  Messaging opportunities Presenter ’ s Name June 17, 2003 13

Sentiment Presenter ’ s Name June 17, 2003 14

Tropical Louisiana Storm Floods Hermine Aug. 2016 Sept. 2016 Hurricane Inauguration Matthew Weekend Oct. 2016 Tornadoes Jan. 2017 Volume Presenter ’ s Name June 17, 2003

Messaging Opportunities  Be transparent about what is known and unknown.  Fill the gap by providing a centralized place for official information online.  Reframe the blame narrative. Presenter ’ s Name June 17, 2003 16

Goals Review  Understand what to expect  Become more proactive and less reactive  Help people understand the “why” behind our strategy Presenter ’ s Name June 17, 2003 17

Questions Twitter: @FEMA Facebook: www.facebook.com/fema Instagram: @FEMA Presenter ’ s Name June 17, 2003 18