Presentation from David VIcent, Relational Marketeer about the main importance nowadays of social media in crisis Communication. UNWTO Themis Capacity programme, North Africa and Middle East Countries.

1. UNWTO Practicum Seminar
Crisis Communication Management
Social Media Management In
crisis communication
Madrid /Granada(Spain) Nov 2011
David Vicent Gandía

2. Social Media Revolution
http://www.youtube.com/watch?v=xFGyR-gTHFE

3. A new Web bassed reallity

4. 2.0 Complexity

5. Marketing VS. SMM

6. 7 Intelligences for a Modern destination
• Customer Intelligence
• Markets Intelligence
• Multi-channel Intelligence: Benchmarking online
• 2.0 Employees…. Connecting with visitors
• Cooperative Intelligence: Everyone adds Value for
the customer and distribution channels..
• Workflows Intelligence
• Global Scope Business Intelligence: Where we are in
the market everyday?

7. The rise of smartphones

8. Travel & Smartphones

9. Geottaging: Where is the most
valuable for me ?

10. Real Time Travel

11. SMM Strategies

12. Web 2.0: All has changed

13. Social Concepts

14. Social Media employees

15. Brand Awareness cycle

16. Nice Content for leaders

17. Be informed

18. An Improving tool: ask your
users

19. To be a part of

20. Benchmarking 2.0

21. Your users are the Stars of the story

22. Markets are conversations

23. Conversations for people you
know: To sell= To know better
THE BREAK UP

24. SOCIAL MEDIA AND CRISIS
MANAGEMENT

25. Many to many communication in
crisis moments
―Beneficiaries now have a voice, and affected populations have a
voice. They’re not just recipients, […] they have the ability to talk
back. That [two-way communication] creates a different dynamic
around accountability and responsiveness. It also creates a new
set of ethical responsibilities, especially around expectations and
whether they can be met. […] [Humanitarian] organizations have
always prided themselves with being responsive to beneficiaries’
needs, and being accountable to them. But there is a now different
set of tools to make that happen and it is taking some organizations
by surprise. –Katrin Verclas, MobileActive

26. Community crisis
―We have these two worlds, but we are saying the same
thing effectively: We want to help people who have been
affected in a crisis. That is our prime objective. We are
coming at it from two very different directions. What we
saw in Haiti was actually the beginnings of trying to
identify an interface between the two communities‖.
–Andrew Alspach, OCHA

27. A new expectation because new tools
―…the expectation was that we could do more than normal.
But, because of the […] lack of access to those facilities,
we were actually able to do the same as if we were in a
tent in the middle of nowhere. It was one of the most
incredibly frustrating things I’ve been through. –Nigel
Snoad, UNDAC

28. Collapsed Systems
―The challenge in the beginning was that there was almost
nobody to do the work and then all of a sudden [Haiti]
was filled with new actors. There was a lack of baseline
data. The Ministry of Education collapsed and they lost a
lot of staff and all [mostly paper data] systems. No list of
schools survived. We were trying to plan rapid needs
assessments with almost nothing to go on.
–Charlotte Lattimer, Save the Children

29. A fog of Information
―‖During the first 12–24 hours, there is a fog of information.
The situation is changing rapidly and the numbers are
changing rapidly.
You might as well watch CNN for the changing situation,
because any product that we did was quickly out of date
and overtaken by events. –Dennis King, U.S.
Department of State Humanitarian
Information Unit

30. More information but not
enough abilities
―…rapid advances in information and
communications technology
have led to a proliferation in the quantity of
information available
to humanitarian workers at all levels—but not
necessarily any corresponding improvements in
their abilities to usefully handle that information.

31. A not easy work in no time

32. Making SEO of Valuable
Information : previous

35. Improving cooperation cycle

36. TO STABLISH A CHANNELS STRATEGY

37. Foccusing on Channels

38. Many Channels for different benefict

39. And many activities by channel

40. Strategic System

41. OBJETVIVES OF SOCIAL MEDIA IN CRISIS MANAGEMENT
• To Help people
• To Coordinate , inform and help destination stackeholders
• To be the best on-line time infomation where there is
communication problems
• To monitoirze and act on real time
• To preserve key factors of the destination as a safety one
• To demonstrate people how efficient and helpfun we are able to
be
IN A CRISIS, SOCIAL MEDIA TELL PEOPLE ALL ABOUT US AS A
STACKEHOLDERS AND AS PERSONS. IN THE WEB 2.0 ERA,
WE MUST BE THERE WHERE PEOPLE NEED US.ON REAL
TIME

42. Thank you for
your attention!!!
DAVID VICENT GANDÍA
david.vicentg@gmail.com
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