Social Media Cameron – Wade - Whitbread SOCIAL MEDIA SEISO HSE COMAH 19 WORKSHOP MANCHESTER MAY 13 TH 2013 Ian Cameron Bob Wade Peter Whitbread +44 (0) (0)

Social Media Cameron – Wade - Whitbread 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

Social Media Cameron – Wade - Whitbread 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

Social Media Cameron – Wade - Whitbread 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

Social Media Cameron – Wade - Whitbread 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

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 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

USHAHIDI Social Media Cameron – Wade - Whitbread

BBC TUBE STRIKES Social Media Cameron – Wade - Whitbread

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?

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?” Social Media Cameron – Wade - Whitbread

Social Media Cameron – Wade - Whitbread VIDEO EXERCISE ARGON SHIELD BRISTOL

Social Media Cameron – Wade - Whitbread HAZARDS – REAL RISK – PERSONAL PERCEPTION

Social Media Cameron – Wade - Whitbread SOCIAL AMPLIFICATION OF RISK MMR – Amplify Risk of Vaccine – Attenuate Risk of Measles Flying v Cars – Post 9/11 Perrier Water Tylenol

Social Media Cameron – Wade - Whitbread 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

Social Media Cameron – Wade - Whitbread MANAGING THREAT PERCEPTIONS Honesty & Openness Competence & Expertise Dedication & Commitment Caring & Empathy – Equal to all the factors above combined Richard Branson - Tom Haywood

Social Media Cameron – Wade - Whitbread TRADITIONAL MEDIA THE MESSENGER IS KEY RICHARD BRANSON GRAYRIGG 3 Ps Pity, Praise, Pledge

Social Media Cameron – Wade - Whitbread SOCIAL MEDIA THE MESSENGER IS KEY RIM ALICIA KEYS KODAK LADY GAGA

Social Media Cameron – Wade - Whitbread 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 Cameron – Wade - Whitbread TEXAS EXPLOSION

Social Media Cameron – Wade - Whitbread TEXAS EXPLOSION

Social Media Cameron – Wade - Whitbread VIDEO SEVERNSIDE SIRENS TRUST 3 IS A SPECIAL NUMBER

Social Media Cameron – Wade - Whitbread IAN CAMERON BOB WADE PETER WHITBREAD