Cameron – Wade - Whitbread
Social Media
SOCIAL MEDIA
SEISO HSE COMAH 19 WORKSHOP
MANCHESTER
MAY 13TH 2013
Ian Cameron
Bob Wade
Peter Whitbread
+44 (0) 7885 362 066
+44 (0) 1275 818 258
iancameronmedia@yahoo.co.uk
Cameron – Wade - Whitbread
Social Media
Ian Cameron
BBC News Editor
MA Civil Protection – Leeds University & Emergency Planning
College, Easingwold
NSCWIP – Cabinet Office National Steering Committee for Warning &
Informing the Public
NATO CDG – Civil Expert in Risk Communication & Media
EPC – Consultant & Associate Trainer
EU CBRN Psychosocial Support & AWARE
CWW – Cameron-Wade –Whitbread - Foreign Office, FSA , NHS,
Panasonic KWN, Mediacorp Singapore
Cameron – Wade - Whitbread
Social Media
Bob Wade
Central Office of Information – Crisis Communications
NSCWIP - Cabinet Office National Steering Committee for Warning &
Informing the Public
RMEF - Regional Media Emergency Forums
Exercise Watermark – Media Team Executive Editor
Civil Nuclear Constabulary
Two air crashes, numerous exercises, Land Warfare Centre
Streets of Shame – The Sun & Der Spiegel
Cameron – Wade - Whitbread
Social Media
Peter Whitbread
Central Office of Information – Crisis Communications
MEF & RMEF - National & Regional Media Emergency Forums
Civil Contingencies Act – Media Guidance
DEFRA
Department Transport
Treasury
Chair Coastguard Review UK Public Consultations
Cameron – Wade - Whitbread
Social Media
AIMS
SEVESO III - PUBLIC CONCERNED
Public Concerned given early opportunity to
give opinion on external emergency plans
Who is Public Concerned
How do we deal with a transient population
How can we best contact the ‘public
concerned’?
Social Media
Cameron – Wade - Whitbread
Objectives
• Changing Media Landscape
• Your Changing Public Relations Landscape
• Transferable Skills – Traditional – Social
Media
• Lessons from Fukishima Japan, England
Riots
• CBRN Exercise Argon Shield – Bristol
• Key Factors Effective Communication
• Monitoring, Listening & Mythbusting Tools
• Severnside Sirens Trust Video
Social Media
Cameron – Wade - Whitbread
CHANGING MEDIA LANDSCAPE
AUDIENCE ACTIVE NOT
PASSIVE
SOCIAL MEDIA DRIVES
TRADITIONAL MEDIA
WWW - GLOBAL 24/7
Social Media
Cameron – Wade - Whitbread
CHANGING INFORMATION LANDSCAPE
AUDIENCE ACTIVE NOT
PASSIVE
WWW - GLOBAL 24/7
TEXAS EXPLOSION
YOU NEED TO PROVIDE
ACCURATE INFORMATION
BEFORE THE PUBLIC FIND
FALSE INFORMATION
MMR VACCINE
Social Media
Cameron – Wade - Whitbread
WHO IS THE PUBLIC CONCERNED
Sons, Daughters, Parents, Partners
Angry
Bashful
Concerned
Hysterical
Anyone with a question
Fickle – Loyalty to Content not Brand
Social Media
Cameron – Wade - Whitbread
EXERCISE WATERMARK
•
Traditional response – social media seen as ‘bolt-on’
•
Less than 50% engaged social media
•
•
Least experienced put to monitor social media
‘no resources’ to engage social media
•
Training needed
•
Infrastructure – Firewalls
•
•
Failed to spot the public or
address their concerns
Social Media
Cameron – Wade - Whitbread
SOCIAL MEDIA – PUBLIC MIX & MATCH
TUNISIA
EGYPT
Social Media
Cameron – Wade - Whitbread
HOW DO WE REACH THEM
“Hello I’m Ellie Chrisell with
your 90 second update……”
Social Media
Cameron – Wade - Whitbread
BBC SALFORD QUAYS
Cameron – Wade - Whitbread
Social Media
USHAHIDI
Social Media
Cameron – Wade - Whitbread
BBC TUBE STRIKES
Social Media
Cameron – Wade - Whitbread
UK RIOTS – 2011
CONNECT BEFORE THE CRISIS
LONDON cf BIRMINGHAM
NURTURE COMMUNITY
RESILIENCE
NATURAL LEADERS
Social Media
Cameron – Wade - Whitbread
JAPAN - FUKISHIMA
Social Media
Cameron – Wade - Whitbread
JAPAN - FUKISHIMA
Social Media
Cameron – Wade - Whitbread
MAYHEM: Pentagon watched
events unfold on TV
MASTERMIND: details
repeated
MANHUNT: Why didn’t CIA
know? Why did Clinton scrap
internal flight security?
Social Media
UEL research
Perception (‘Mayhem’)
•
•
Information Seeking “What's happening
in #cork airport?”
Information Sharing “Plane crashes in
Cork Airport” (includes post with links)
Comprehension (‘Mastermind’)
•
Emotional Engagement “Very sad news in
Cork. Thoughts with the families of the
victims.”
Projection (‘Manhunt’)
•
Reflection/Opinion Sharing “Re
#corkaircrash ... They'll be checking the
flight and weather tapes. Who still uses
tape for backup storage?”
Cameron – Wade - Whitbread
Cameron – Wade - Whitbread
Social Media
VIDEO
EXERCISE ARGON SHIELD BRISTOL
Social Media
Cameron – Wade - Whitbread
HAZARDS – REAL
RISK – PERSONAL PERCEPTION
Cameron – Wade - Whitbread
Social Media
SOCIAL AMPLIFICATION OF RISK
MMR – Amplify Risk of Vaccine – Attenuate Risk of Measles
Flying v Cars – Post 9/11
Perrier Water
Tylenol
Cameron – Wade - Whitbread
Social Media
RISK COMMUNICATIONS
KEY FACTORS
TRUST - Single Most Important Factor
CONTROL – Can bias perception of risk by one thousand fold
BENEFIT – What’s in it for me
Cameron – Wade - Whitbread
Social Media
MANAGING THREAT PERCEPTIONS
Honesty & Openness
Competence & Expertise
Dedication & Commitment
Caring & Empathy – Equal to all the factors above combined
Richard Branson - Tom Haywood
Cameron – Wade - Whitbread
Social Media
TRADITIONAL MEDIA
THE MESSENGER IS KEY
RICHARD BRANSON
GRAYRIGG
3 Ps
Pity, Praise, Pledge
Cameron – Wade - Whitbread
Social Media
SOCIAL MEDIA
THE MESSENGER IS KEY
RIM
ALICIA KEYS
KODAK
LADY GAGA
Cameron – Wade - Whitbread
Social Media
SOCIAL AMPLIFICATION OF RISK
Sources & Channels of Information
Media – BSE, Salmonella,
Social & Cultural Factors – Communities
Economic Factors – Insurance, IT access
Heuristics – e.g. Availability – Flood Passage
Anchoring – e.g. Pricing – saving £2 Book
Framing – 5% fat v 95% fat free
Social Media
TEXAS EXPLOSION
Cameron – Wade - Whitbread
Social Media
TEXAS EXPLOSION
Cameron – Wade - Whitbread
Cameron – Wade - Whitbread
Social Media
VIDEO
SEVERNSIDE SIRENS TRUST
3 IS A SPECIAL NUMBER
Social Media
Cameron – Wade - Whitbread
IAN CAMERON
Iancameronmedia@yahoo.co.uk
07885 362 066
BOB WADE
wade5ss@btinternet.com
07950 155 008
PETER WHITBREAD
4farmcotian@gmail.com
07833 491 242