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Social Media A fifth emergency service?

Social Media A fifth emergency service?. Glenn Sebright, London Fire Brigade. Is this a code pink emergency?. Why do LFB use Social Media?. 178,000 calls received in 2012/13 25,000 false alarms attended 20,000 actual fires attended 11,500 serious fires attended 9,000 small fires attended

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Social Media A fifth emergency service?

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  1. Social Media A fifth emergency service? Glenn Sebright, London Fire Brigade

  2. Is this a code pink emergency?

  3. Why do LFB use Social Media? • 178,000 calls received in 2012/13 • 25,000 false alarms attended • 20,000 actual fires attended • 11,500 serious fires attended • 9,000 small fires attended • 45 fatal fires • We’ve got to save £35m in two years

  4. Money • £420m budget for 2012/13 • That’s £49.76p per head of population • We’ve saved £71m already • We’ve got to save £45m in the next two years

  5. What’s all that got to do with SM?

  6. Reasons for using social media… • Accuracy • Reassurance • Awareness of what to do in a fire • Better understanding of what we do • We are part of the conversation

  7. But the real USP of social media?

  8. So, back to the handcuffs… • 999 calls were up for people trapped in things • We launched Fifty Shades of Red • Seen by (impressions) 47,000 on Facebook • 3,000 increase in Twitter followers • 30,000 visitors to Brigade website in one day

  9. Engaging target audiences • Young professionals had 1,500 fires in 2012 • 33m Facebook users, over a quarter aged 25-34 • 15m on Twitter, with over 60% using mobile • Consumers’ use of mobile data more than doubled in the 18 months to January 2012

  10. Achieving results • A strong following with high impressions and public recognition • Case studies that show the viral spread of incident information and safety warnings • Increased traffic to our website from 2.3 % of all visits in 2011 to 9.2 % of all visits in 2013

  11. In-house social development plan • Strategy – we started with clear objectives • Developed by existing communications staff • Working with IT (access/impact on system) • Monitoring and evaluation • Sharing the impact with decision makers • Getting noticed for what we do

  12. Our safety plan 2013-2016 • LFB strategic objective 1.1 • We will utilise social media to encourage behavioural change; provide increased ways to access our services; helping protect them from fire and helping them to avoid the travel and business continuity interruptions of fire.

  13. Part of our emergency response

  14. What happens now? • We’re reviewing after three years • We expect to expand our use of SM • We will warn, inform and monitor how emergency incidents are being shared • Develop as part of our digital offering for mobile access

  15. Questions? • @LondonFire • Follow us on Facebook • Also using YouTube, Blipper, QR, Instagram and more …

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