the dassl initiative
DESCRIPTION
Kathleen Hessert and Eric Rasmussen, MD, MDM, FACP believe sports-based social media platforms can be useful information tools in response to natural disasters. Similar to natural disasters, many fan bases are based in specific geographic regions and can be leveraged to help mitigate rather than just clean-up after disasters. Social media communities in the sports world are dramatically more higher engaged than emergency response communities in general. Fans acutely listen to their teams. Please contact BuzzMgr if you're interested in the DASSL Initiative - http://www.buzzmgr.com/contact-us/TRANSCRIPT
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Disaster Alerting through Sports-based Social Linking:
Prepared by:
Kathleen Hessert Eric Rasmussen, MD, MDM, FACP
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The DASSL Initiative
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Please tweet or post the following content, comments & questions using the hashtag(s)
#DASSL #WWHGD Tweet me @kathleenhessert or
@buzzmgr
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“Social media influences the rhythm,
velocity, direction & public sentiment
of crises, organically changing the crisis
& extending its ripple effects.” Kathleen Hessert
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• Haiti earthquake: Jan ‘10 Tweets: 2.3M #Haiti #RedCross Facebook likes: 170,000 *SM helped raise $8M first week • NZ earthquake: Feb ‘11 Tweets 68,463 Potential reach: 77.3M for #Nzquake *350k people in Christchurch • Joplin, MO tornado: May’11 Facebook likes: 49k 87,112,786 post views • Branson, MO tornado: Feb ‘12 Facebook likes: 17k in 48 hrs Youtube video 13,000 views • Waldo Canyon, CO fire: July ‘12 Tweets: 119k in 15 days Potential reach: 54.4 M people
Social Media: HADR’s New Tool
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Where Sports, Social Media & HADR Intersect
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Sports Fandom Built on Passion & Community
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• 1 in 4 sports fans engage favorite teams &
• athletes on social media
• Core fans listen to & engage with team‐based
• SM more closely than conventional news
• 6 of top 16 Tweets Per Second spikes in
‘11 were live sporting events
• Twitter strategic partnership with NASCAR
provides content & fans higher visibility
• Twitter strategic partnership with ESPN co-
produces unique social experiences for larger
sports events
• @London2012 Olympic acct has 941,587
followers before games begin
Sports Fans Engaged through Social Media
Retired NBA 4x Champion Shaquille O’Neal social media super star 6M+ twitter followers
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The DASSL Initiative
Leverage the demonstrated success of sports-based social
media to alert people about impending or current disasters
• Build an alliance of major sports brands interested in HADR through the
use of social media
• Use geographically‐specific social channels to target the community
• Send appropriate warnings, alerts, safety messages to fan communities
• Information flows from Emergency Response Agencies to teams to fans for
the most accurate & timely sharing
• Perpetuating “good Corporate Citizenship” by mitigate effects of disasters
at little to no cost rather than just cleaning up after the event
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Effective Outreach in High-risk Areas
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0
1
2
3
4
5
6
7
8
9
New
York
Los Angeles
Chicago
Houston
Philadelphia
Phoenix
San Antonio
San Diego
Dallas
San Jose
Population in Millions 2010 Census
6 states = 37%
of total 309 M
US population
Top US Population Centers
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• 32 NFL teams
• 30 MLB teams
• 30 NBA teams
• 27 tracks
• 19 MLS teams (16 USA, 3 Canada)
• 30 NHL teams (23 USA, 7 Canada)
• 1200+ schools (every state)
Sports Grid Professional & College Teams
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• National emergency – activate national sports alliance members
• State or regional emergency – activate state sports alliance members for targeted needs
• “Displaced fans” of activated teams also engaged – expect sharing of alerts with loved ones in at-risk areas
• Global disaster – activate global alliance members
– biggest sports brands have global followings including professional, collegiate, & Olympic brands
DASSL Activation Plan
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Pro & College In-state Brands 3 NFL teams 3 NHL teams 5 MLB teams 4 NBA teams 2 NASCAR tracks 24 NCAA universities
208 declared disasters since ‘53
Disaster-prone High Risk State
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
CALEMA & CALFIRE
LA Kings Golden State
Warriors
San Francisco
49ers
San Diego Chargers
LA Dodgers
LA Lakers
Organization
# Fo
llo
we
rs/
Like
s
CALIFORNIA
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TEXAS
Pro & College In-state Brands
2 NFL teams
1 NHL team
2 MLB teams
2 NBA teams
1 NASCAR track
21 NCAA univ
Disaster-prone State 332 declared disasters since ‘53
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
TX Dept. Public Safety
TX Homeland Security
Dallas Cowboys
TX Rangers Houston Texans
Houston Astros
San Antonio
Spurs
Dallas Mavericks
# Fo
llow
ers
/Lik
es
Organization
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Disaster-prone State
OKLAHOMA
158 declared disasters since ’53
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
OK Dept.Emergency Mgmt
Univ. of OK Adrian Peterson OK State Athletics OK City Thunder
# Fo
llow
ers/
Like
s
Organization
Pro & College In-state Brands 1 NBA team 1 NASCAR track 4 NCAA universities
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LOUISIANA
High-Risk State
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Gov's OfcEmerg. Prep
LA Nat'lGuard
Mayor MichLandrieu
NOLA News NewOrleans
Saints
Drew Brees Univ. of LA Coach Miles(LSU FB)
Organization
# Fo
llo
we
rs/
Like
s
68 major declared disasters since ‘53
Professional In-state Brands 1 NFL team 1 NBA team 11 NCAA universities
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Colorado Wildfires: A Test
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Conventional vs. DASSL Response
Relief Mitigate
Denver Broncos &players (NFL) offered help, inspiration, $50k pledged to recovery efforts after widespread impact of Colorado wildfires
@CUBuffs tweeted alerts to mitigate
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The DASSL Alert Route
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@CUBUFFS TEST Disaster test: HydePark Wildfire July ‘12
Request: Test the DASSL concept on a real & growing emergency in Colorado.
Asked CU Buffalos to tweet emergency messages received from Emergency
responders to fans/ Colorado residents & monitor engagement
Why Univ Colorado Athletics? • Proximity to the disaster
• Kathleen Hessert’s long time & trusted business relationship with decision-maker
(Athletic Director Mike Bohn)
Challenges • Buffs are relatively new to social media compared to many sports brands
• Relatively small communities: Twitter followers 12,870 Facebook likes 29,812
• School is out of session & no sports were in season limiting fan attention
• DASSL protocol not fully developed – needed to wing it
• No formal relationship was in place with lead emergency responders to get direct &
timely alerts to share via social media
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Monitor & Engage BuzzMgr™ Dashboard
• Automated aggregation of main social media platforms, forums & news coverage
• Near real-time listening of conversation on multiple platforms
• Combines automated & human
curation
• ID’s conversation themes
• Trend & influencer identification
• Geo-location tracking
• Multi-lingual
• Automatic alerts
• Report sharing
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Global Expansion Opportunities
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Global Expansion
Earthquakes, floods, drought & other,
natural disasters around the globe
gravely effect people & property.
Speeding the velocity of response
through sports-based social media
channels can save lives, property,
dollars & dramatically speed
recovery.
DASSL can expand reach to
Int'l sports teams, leagues, &
celebrities who care.
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Global Sports Brands
Cricket Cricket South Africa Twitter: 2415 FB: 250,000 SA Rugby Twitter: 62,572
Football/Soccer Paleirmos Twitter: 488,959 FB: 1,132,439
Football/Soccer Boca Juniors Twitter: 235,336 FB: 3,641,597
Football/Soccer FC Barcelona Twitter: 6,092,375 FB: 33,735,929
Cricket Indian Premier League Twitter: 337,753 FB: 1,198,381
Cricket Cricket Australia Twitter:75,956 FB: 1,521,482
Football/Soccer Manchester United FB: 26,670,539
Football/Soccer Japan Football Assoc Twitter: 201,117 FB: 791,652
Rugby National Rugby Team Twitter: 143,259 FB: 148,146
Football/Soccer Chivas de Guadalajara Twitter: 691,505 FB: 2,051,310
Ice Hockey Montreal Canadiens Twitter: 305,865 FB: 984,000
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Next Steps…
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Next Steps 1. Extend test through 2012 hurricane season
- Florida participant: Tampa Bay Lightning
2. Create national DASSL sports coalition
- Agreement in principle from major sports brands & specific teams
3. Meet & collaborate with key disaster alerting systems
4. Get funding for extension to high-risk areas
5. Develop DASSL warning protocols
- Levels of emergencies etc.
- Identify DASSL POC on teams
- Build library of demographic specific messages for rapid release
6. Activate social media monitoring system (BuzzMgr™)
7. Market the DASSL system & benefits
8. Iterate, refine, expand
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Win/Win Consequences of Improved Warning Penetration
Communities
• More rapid community response
• Lives may be saved
• Casualties reduced
• Smaller economic impact
• Quicker local recovery
Sports organizations & celebrities
• Fan loyalties deepened and expanded
• Teams, conferences & leagues get value-added
• Increase marketing effectiveness through humanitarian action
• Fans in the stands recover more quickly after local disaster
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#DASSL Kathleen Hessert
Founder & President
BuzzManager, Inc
1.704.541.5942
www.buzzmgr.com
@kathleenhessert
@buzzmgr