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February 21,  2 013 Strategic Use of Social Media February 21,  2 013 Strategic Use of Social Media

February 21, 2 013 Strategic Use of Social Media - PowerPoint Presentation

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February 21, 2 013 Strategic Use of Social Media - PPT Presentation

On Incidents This net meeting will begin at 1000 am mountain time You must dial in to the conference call to receive audio Phone Number 8886013873 Participant Passcode 215300 If ID: 667660

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Slide1

February 21, 2013

Strategic Use of Social MediaOn Incidents

This net meeting will begin at 10:00 a.m. mountain time

You

must

dial in to the conference call to receive audio:

Phone Number: 888-601-3873

Participant Passcode: 215300

If

you are experiencing technical difficulties, please click on Q&A on the toolbar at the top of your screen, write a message in the box that says Type a question for the presenter and click Ask, we will try our best to assist you. Or email Jennifer Jones at

jejones@fs.fed.us

or call her at (208)

631-0406.Slide2

Strategic Use of Social Media On Incidents

Jennifer Jones

Public Affairs Specialist

U.S. Forest Service, Washington Office, Fire and Aviation Management

National Interagency Fire Center

Boise, IdahoSlide3

What’s the point of this?

To supplement information presented in S403

To develop material that may be incorporated into the all risk advanced PIO training course

February 28 Leadership: It’s Not In A

Taskbook

!

webinar has been postponed, new date to be determined.Slide4

NIFC PIO Bulletin

Board http://www.nifc.gov/PIO_bb/webinar.htmlSlide5

Topics for future training/webinars

Evacuations & Road ClosuresThe PAO/PIO relationship More about VOSTs & how to get oneVirtual Joint Information Centers/JISA research informed approach to incident

communicationsConsistent Messaging

Advanced

News Media

Effective

public meetings

Stakeholder/cooperator

engagement

Legislative

issues/politics

Current

issues in wildfire/incident

managementUnified Command Working with multiple teams on a fire/Area Command

jejones@fs.fed.usSlide6

Housekeeping

Download documents by clicking on pages icon on right side of live meeting toolbar. Slide7

Housekeeping

Download documents by clicking on pages icon on right side of live meeting toolbar.

Questions will be taken at the end in writing or over the phone

To submit a question in writing any time during the presentation:

Click on Q&A on the toolbar at the top of your screen, write a message in the box that says “Type a question for the presenter” and click AskSlide8

Michelle Fidler

NPS Fire Communication and Education Specialist

@

PIOFidler

@

NPSFireSW

@T1SWIMTSlide9

Kris Eriksen

National Incident Management Organization- Portland Team: Public Information Officer@kriseriksenSlide10

What We Won’t Cover:

Why you should use social mediaWhat social media tools to useHow to use social media toolsWe begin with the assumption that we all understand the need to engage with social media at some level & that it must be part of an overall strategy.Slide11

What We Will Cover:

How to build a Web 2.0 Unit in your PIO shop if you have the skills available.How to manage Web 2.0 needs if you don’t have the skills available.Social media transition issues – going from an IMT with a staffed SM effort to an IMT with nothing.Social media – can you or can’t you?!Slide12

When To Use?

Local standardEvacuationsNational / International AttentionPolitical Pressure from Governor / PresidentPrimary systems crashWhen your story isn’t in the conversationEvery incident is differentSlide13

Not a silver bulletDon’t give up the traditionalAble to update from the field

Serves as a backup Tools will come and goChoose the tools that meet your needsHow Does it Fit?Part of

an overarching information strategySlide14

Where to Begin?

Start with a 360 review to determine the need and key partnersSample Monitoring Template - http://bit.ly/HowToMonitor

Site(s)

Type of Content / Frequency of Updates

Host

Unit(s)

IMT(s)

Partner

Agencies

Elected Officials

Local Media

Community Organizations

Social Media Sites

Etc.Slide15

Plan Ahead

Establish a ProtocolHave a Contingency PlanSample protocol: http://bit.ly/CommentGuidelinesSlide16

Think Through Your Needs

Initial SetupOrderingOrganizingPublicizingDaily TasksPushing MonitoringEngagingCloseoutEvaluatingTransitioning2013 PIO Incident Organizer -

http://www.nifc.gov/PIO_bb/nps.htmlSlide17

Intel Gathering

Traditional planning cycle doesn’t meet our needs We need to provide “nuggets” of info throughout the dayRequires buy-in from entire IMTCan be helpful to embed a PIO in OpsSlide18

Comment Guidelines

http://bit.ly/CommentGuidelinesSlide19

Building Your Organization

Task

ToolSlide20

Photo by Kari Greer

How To Structure?Wallow Fire Case Study : E-Trapline GroupSlide21

How To Structure?

The Ultimate!Slide22

Tasks any PIO can do

Pushing MessagesPost articles and announcements on Inciweb (which will be tweeted automatically from @Inciweb)Autopost Inciweb RSS feed to Host Unit and/orIMT account (optional)MonitoringDo an initial review of partner sites to identify key resourcesScan

Icerocket.com ≥ 1x / dayCountering RumorsAddress trending social media concerns in Inciweb articles/announcements

I have no PIOs with Social Media skillsSlide23

How to Ramp Up with More PIOsI have 3-5 PIOs who have skillsSlide24

What If I Have Nothing?You have some options:

OrderUse an off-site PIOAsk the host unitUse your partner agenciesCreate a VOST - Trusted Digital VolunteersSlide25

How Can I Find A Qualified PIO?

Lead = Able to lead a social media group on an incidentAdvanced = Regularly use social media tools for personal, office, or incident useIntermediate = Comfortable Using a Variety of Social Media ToolsBeginner

= Have Training and/or Have Tried Using Social Media ToolsContact: Michelle Fidler

520-733-5136

Michelle_Fidler@nps.gov

Social Media PIO DatabaseSlide26

Will a name request b

e approved?Requesting PIO Qualification, Full Name as it’s Listed in ROSS, Cell: xxx-xxx-xxxx, Home Unit: xx-xxx, Dispatch: xx-xxx, Jetport: xxx) to report at date/time. She/he has advanced social media skills and has the skills and experience to serve as a lead PIO for our multimedia unit.

He/she will be maintaining electronic public information incident communications (Inciweb, social media, etc.) and needs to work at location with reliable power, phone, and internet.

Her/his

work station may move throughout the incident to accommodate this need. Work may be performed remotely at official duty station or off-site locations as appropriate. Travel to the incident is authorized. Rental car, laptop, cell phone

, handheld

radio, portable printer, and digital camera are authorized

.

Name Suggest Resource Order LanguageSlide27

Use an off-site PIOAsk a PIO or other person,

not on your incident, to helpPlace an order for someone to work remotelyNWCG Memo on Off-Site/Remote Incident Assignments - http://www.nwcg.gov/general/memos/nwcg-013-2011.pdfSlide28

Ask the host unitTwitter

Website/blogOther standing social media accountsFront desk or PAO staffSlide29

Use Your Partner Agencies

Fire DepartmentsChamber of CommerceSheriffOther Fire AgenciesSlide30

Build a VOSTVirtual Operations Support Team

A VOST is a structured group of volunteers, who’s location is irrelevant, who have been organized by you to assist in providing virtual social media support, under your direction, for your incident.Slide31

Build a VOSTVirtual Operations Support Team cont>

Away from the incidentIn many time zonesGive you distance from social mediaGive you an invisible staff that can accomplish a huge amount of workEnsure the WO & other VIPs are getting infoCan supply you with dedicated eyes and earsSlide32
Slide33
Slide34

Build a VOSTVirtual Operations Support Team cont>

Give you an invisible staff that can accomplish a huge amount of workEnsure the WO & other VIPs are getting infoCan supply you with dedicated eyes and earsSlide35

VOSTConcerns

Most common concerns about VOST:It’s just more people to manage.What if one of them goes rogue, saying things we don’t want them to?I don’t want to have to make sure what they write/say is correct.Slide36

Case Study

How We Managed@Inciweb was on autopilot@wildlandfireAZ autoposts from InciwebAZEIN Blog/@AZEIN/FB posted our updatesSet @T1SWIMT to autopost from InciwebMonitored Google alerts and Icerocket

Gladiator Fire – One PIO Using Existing ResourcesSlide37

Case Study

1 PIO off-site 1st few daysRelocated to ICP once stable connections establishedPushed MessagesInciwebNMFireInfo blog, FB, TwitterIMT & Host Unit TwitterIncident FacebookMonitored & EngagedPosted consolidated responses

Mitigated Rumors

Little Bear Fire – One PIO Off-Site > On-SiteSlide38
Slide39

Case StudyLittle Sand Fire, CO

Me as lead PIO1 Social Media PIO1 Deputy running day to day OpsOther PIOs as worker beesSlide40

TransitionThis is a new issue as we move into SM because of the disparity.

The key is communicationDocument all accounts and passwordsSlide41

How to Transition?

First Type 1 IMT on-site used a VOST that disengaged with the IMT leftWe considered stopping posts when the VOST leftWe ultimately determined there was still value to feeding sites they’d started We only had 1 PIO to manage so we used dlvr.it to autopostWe focused on monitoring and responding to trends

Wenatchee Complex Case Study – Transitioning From a VOSTSlide42

Building Social Media Skills

Tips - nifc.gov/PIO_bb/social_media.htmlFAQ

- http://www.nifc.gov/PIO_bb/webinar/WebinarQA2012.pdf

SM Training

-

training.fema.gov/

EMIWeb

/IS/is42.asp

How To

- howto.gov/social-media

VOST questions answered

- http

://vosg.us

/

How VOSTs/IMTs work together

–1

hr

webinar https

://webmeeting.nih.gov/p88541552

/

There are numerous resources available – the key is getting started and using the tools yourself.Slide43

Issues that remain

Can you or can’t you??Use of Social media is not just a PIO decision.Slide44

New (er) Tools

Ustream - livestreaming of briefingsDirect to FB livestream – available now via iPhone; streams live and posts recordedQR codes – allows for easy access to websites from smartphonesAvenza Maps - download geotagged PDFs to your mobile device; GPS shows where you are

Ipads – updated mapping from the fireline; also used to record/stream briefings / air attack footage

Groupme

– group texting to inform PIO / PAOs

Google Voice –

one number; can designate which cell and/or landlines it will ring to; transcribes voicemail; group texting feature

Wildland

Fire Apps (

Red Cross, US Fires, Wildfire Info, CO Wildfire Watch) – mobile access to

Inciweb

and 209 informationSlide45

Questions or comments?

3 Ways to AskClick on Q&A on the toolbar at the top of your screen, write a message in the box that says Type a question for the presenter and click Ask Click on the hand icon and ask your question over the phone when you are called onAsk your question over the phone when I ask if anyone has any questionsSlide46

Contact Info

Michelle FidlerNPS Fire Communication and Education Specialist Supporting Parks in AZ, NM, OK, and TX3693 S. Old Spanish Trail, Tucson, AZ 85730(520) 733-5136 office (520) 400-2932 cell         Michelle_Fidler@nps.gov            Kris EriksenPIOU.S. Forest ServiceNational Incident Management Organization(208) 869-7685 cellkeriksen@fs.fed.usSlide47

Thank you!

Jennifer Jones

jejones@fs.fed.us

(208) 387-5437

NIFC PIO Bulletin Board

http://www.nifc.gov/PIO_bb/webinar.html

PIO, Little Bear Fire, New Mexico, 2012