Social Media & Hurricane Sandy: Crisis Communications Case Studies from ConEdison, JetBlue and the MTA. Before, during and after the Hurricane that devastated much of the Northeast, these three organizations had a tremendous challenges to restore service and communicate with constituents and media. Moderator: Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi) Panelists: Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison) Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider) Eugene Ribeiro, Director, Promotions and Business Development, MTA New York City Transit ( @MTAInsider) Morgan Johnston, Manager of Corporate Communications, Social Media Strategist, JetBlue (@MHJohnston, @JetBlue) Presented on February 20th, 2013 at Affect (www.affect.com)

1. Social Media & Hurricane Sandy:
Crisis Case Studies
February 20, 2013
#SMWsandy
Slides available at slideshare.net/sfathi

2. Panelists
• Moderator: Sandra Fathi, President, Affect (@TeamAffect, @sandrafathi)
• Michael Clendenin, Director of Media Relations, Con Edison (@ConEdison)
• Aaron Donovan, Media Liaison, MTA (@Aaron_Donovan, @MTAInsider)
• Eugene Ribeiro, Director, Promotions and Business Development, MTA New York
City Transit ( @MTAInsider)
• Morgan Johnston, Manager of Corporate Communications, Social Media
Strategist, JetBlue (@MHJohnston, @JetBlue)
February 20, 2013 Social Media Week: Social Media: and Hurricane Sandy Crisis Case Studies

3. Michael Clendenin
Director of Media Relations
Con Edison
@Con Edison

4. Connec&ng
with
Customers
During
Hurricane
Sandy
• Communica&on
• Collabora&on
• Engagement
• Trends

5. @ConEdison
handle
5

6. Sandy
Social
Media
Facts
• Pre-­‐Sandy:
6,500
TwiEer
followers
• AHer
Sandy:
More
than
23,000
TwiEer
followers
• Press
releases
retweeted
more
than
2,500
&mes
• 25
videos
about
prepara&on
and
response
that
were
viewed
more
than
100,000
&mes
• About
140,000
views
on
Flickr
of
restora&on
efforts
6

7. Web
hits
7

8. Customer
Engagement
8

9. 9

10. Con
Edison
-­‐
Powering
Effec&ve
Social
Media
Engagement
Con
Edison
Trends:
Oct.
26
–
Nov.
12
161,000+
Total
men&ons
Top
Ac'vity
Various
Ac'vity
Snapshot
Approximate
Dates
(e.g.
Top
Handles)
Men'ons
29-Oct Highest hour ever, 10 p.m.: Substation “explosion” 40,247
Various topic mentions & Con Edison expects
2-Nov Manhattan restoration by Sat. 28,356
30-Oct Various mentions re: outages in NYC 23,523

11. Con
Edison
-­‐
Powering
Effec&ve
Social
Media
Engagement
@ConEdison
Tweet
History
-­‐
Between
10/26
–
11/12
11

12. Aaron Donovan
Media Liaison
Metropolitan Transportation Authority
@Aaron_Donovan, @MTAInsider
Eugene Ribeiro
Director, Promotions and Business Development
MTA New York City Transit
@MTAInsider

13. MTA & Social Media
Response to Superstorm Sandy

14. MTA & Social Media
• Primary communication channels
about MTA service, facilities and
plans.
– mta.info (Emergency Homepage)
– Press/Media
– Various MTA agency social media
handles and YouTube account
– Digital Urban Panels
– On the Go Station Kiosks
– E-mail/Text Alerts
Continuous communication
facilitated before, during and
after Sandy’s arrival.
14

15. MTA & Social Media
• Regularly updated information via Twitter
& Facebook
• Video via YouTube
• Still Photos via Flickr, Twitter & Facebook
• Four Basic Categories of Media shared
– Before: Preparation
– During: Storm Hits
– Aftermath, Part 1: Damage
– Aftermath, Part 2: Restoration
15

16. Updates via Twitter and Facebook
• Posts
and
RTs
of
Major
Announcements
by
Governor
• Status
of
our
Infrastructure
• Service
Updates
– Subway,
Buses,
LIRR,
MNR,
B&T
have
separate
accounts
• Photos
shared
to
tell
the
story
• Links
to
Updated
Maps
and
Service
No&ces
– Real
&me
posts
– RT’ing
self
every
hour
• Responses
to
Ques&ons
– “For
everyone
asking
about
…”
16

17. Hurricane Sandy Recovery Map
• Constantly
updated
the
map
as
service
was
restored
• Each
&me
the
map
was
updated,
we
immediately
posted
it
to
TwiEer
&
Facebook
• Feedback
from
customers
was
overwhelmingly
posi&ve
each
&me
updated
service
restora&ons
became
visible
on
the
map
17

18. Photos & Video
• Uploaded
to
Flickr
&
Facebook
• Tweeted
Links
to
Flickr
and
YouTube
footage
– Whole
galleries,
individual
s&lls
&
behind
the
scenes
video
18

19. Continued Communication – Rebuilding Efforts
• We’re continuing to inform
customers of our rehab
progress via our website
– Rebuilding the Rockaways
– South Ferry Station
– Montague Tube
Links to these pages are also
regularly included in related
social media posts
• Public Response
19

20. Public Response
Metropolitan
Transporta&on
Authority
20

21. Morgan Johnston
Manager of Corporate Communications,
Social Media Strategist
JetBlue
@MHJohnston, @JetBlue

22. Hurricane Sandy

23. Phase
I:
Secure
Crewmembers
&
assets
Phase
II:
Confirm
loca&on
&
status
Phase
III:
Paced
resump&on
of
service

26. RECOVERING FROM HURRICANE SANDY

27. RECOVERY

37. HURRICANE SANDY BY THE NUMBERS
→
30,000+
→
19,200
boEles
→
1,600+
flight
→
150,000
residents
served
of
water
cancella&ons
Customers
with
meals
canceled
flights
→
70
LSC
volunteers
→
1,200
sodas
→
$8,000,000
in
→ $4,800,000
in
addi&onal
OFP
addi&onal
refunds
Travelbank
credits
→
5,200
eat
up
→
1,200
blankets
→ 80,000
addi&onal
→
8,000
boxes
calls
handled
incremental
IROP
tweets
→
16,000+
→
31
food
trucks
→
30,500,000
→
2,500
addi&onal
onboard
snacks
sent
to
lower
emails
sent
Speak
Up
emails
ManhaEan,
Rockaway,
NJ,
SI
→
4,000
each
of
→ $700,000+
site
→
$100,000
→
1,920,000
free
coffee
and
dona&ons
to
the
Red
dona&on
dollars
TrueBlue
points
donuts
in
JFK
T5
Cross
matched
awarded
to
donators

38. Questions?
@MHJohnston

39. Q&A

40. Social Media & Hurricane Sandy:
Crisis Case Studies
February 20, 2013
#SMWsandy
Slides available at slideshare.net/sfathi