Georges Cowan, MBCI, CBCP, CRISC, CMCSenior BCP-GRC Consultant

March, 14 2011

[BC-IT] Partners

Using Social Media for

Business Continuity Management and

Emergency Management

Saskatchewan Forum

2March 2011 Using Social Media for BCM / EM

Agenda

Business Networks and YOU

Personal and Business social networks

Strategic Alignment for organizations

Crisis examples with Social Networks

Social Networks and Crisis Management

Crisis Management in Haïti

Social Network Architecture

EM and Social Media

Conclusion

Social Media Services

A social networking service is designed to build

online communities of people who share interests

and / or activities, or are interested in exploring the

interests and activities of other . [Source Wikipedia le 2009/10/07]

3March 2011 Using Social Media for BCM / EM

Socia

l M

edia

DEFIN

ITIO

N

Blogs

Forums

4March 2011 Using Social Media for BCM / EM

Social Communication on the Web

YOU

Online CommunitiesGroups, Forums, RSS

Blogosphere Blogs,

interrelated Communities

Social Networksfacebook, myspace . . .

Speciality Social SitesYouTube, Twitter, LinkedIn …

Your participation

TY

PES

of Socia

l N

etw

ork

s

Personal and Business Social Networks

Personal Social Software

Fun

Free

You ( & friends +++)

Under your control

Business Social Software

Work

Paying

Organization ( & partners)

Under organization

control & compliance

5March 2011 Using Social Media for BCM / EM

6March 2011 Business Social Network in crisis management

Strategic Alignment for Businesses

1. Enterprise Considerations

Questions from management and shareholders ?

What are the business drivers ?

What is the most appropriate model for business networks ?

Are social network initiatives aligned with enterprise objectives ?

What are success criteria for social networks ?

2. Staff Considerations

Impact a large number of persons inside and outside the organization.

What are the targets to reach ?

Who are the Champion and stakeholders ?

Who are the support resources ?

3. Environmental Considerations

“Businesses and competition in our domain are jumping into

Social Networks: what do we do ?”

Im

ple

men

tati

on

RO

AD

MA

P

7March 2011 Business Social Network in crisis management

Crisis examples with social networks

In 2010 An iPad beta tester launched a hoax. iPad - Apple did not like it

The advertising agency for Wal-Mart testifies for its client but gets caught with the hand in the pot through his # IP address (PC)

A Montreal bus driver decides to go for a coffee but customers took their cell phones with video and publish on the Web

In 2009 Pepsi encouraged young males to «score» on iPhone?

Singer Dave Caroll’s guitar broken on United Airlines trip

Belkin paid only for positive comments from clients?

En 2008 Upset mothers carrying their babies - Motrin

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

8March 2011 Business Social Network in crisis management

Social Networks in crisis management

Before the crisis – prepare a

specific and concise plan

Build and maintain an Enterprise

social network (ESN) Crisis Cell

reporting to the Crisis

Management Team (CMT)

Social Media Watch (complaints)

- Google Alerts and other public

tools (Twitter is very fast but

prepare very short scripts)

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

9March 2011 Business Social Network in crisis management

Example of Google Alerts

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

Request

Result

10March 2011 Business Social Network in crisis management

Social Networks in crisis management

Before the crisis – prepare a specific and precise plan

ESN Cell connected to the crisis management team

Have accounts to public social network (Twitter, YouTube,

enterprise blog), active RSS news channel and a multi-channel

grouping for access to management, crisis management and

others (employees)

Business Continuity Authority

BC / EM Coordinator

Communication Coordinator

ITC & Emergency Coordinator

Administrative Coordinator

Operations Coordinator

Functional / Operations

Coordinator

Crisis Management Team (CMT)

CMT Registrar and Legal Council

Enterprise Social Network Cell

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

11March 2011 Business Social Network in crisis management

Social Networks in crisis management …

During the crisis

Identify the source of the crisis

For example: client complaint

Employee dissatisfaction

Awareness of a defective product - Listeriosis

Ice storm or flood

Severity of the crisis – do not overreact

Formulate a message with care and transparency

Remain available (even on weekends) Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

12March 2011 Business Social Network in crisis management

Social Networks in crisis management …

During the crisis . . .

Distribute your message (including social networks)

Small crisis must be resolved before swelling

The response of the organization must be communicated even

in an isolated case

When the crisis is increasing in intensity, involve your team

An internal crisis that does not make to the public? Prevent

problems by distributing a response

The sun always comes back in the wake of bad weather

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

13March 2011 Business Social Network in crisis management

Crisis Management in Haïti & social networks

Social networks disseminate information quickly at

first and then communications disappear since

affected

Implication of Experts (USAID within minutes, FEMA)

Examples of SN support to Haitians

Location and reunification of families and relatives

Video description on site (YouTube and others)

Fundraising through social networks

Volunteers offering support @distance

Doctors from “Université de Sherbrooke” on site supported

by their fellow specialists over the Province of Québec

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

14March 2011 Business Social Network in crisis management

Crisis Management in Haïti – USAID Experts

http://haitiresponse.igloocommunities.com/home

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

15March 2011 Business Social Network in crisis management

Find individuals (relatives/friends) with Google

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

16March 2011 Business Social Network in crisis management

Crisis Management in Haiti – Volunteers in Montreal

http://crisiscampmontreal.wordpress.com/

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

17March 2011 Business Social Network in crisis management

Social Network Architecture

Exchanges based on multichannel for the Crisis Management Team, Management, operational teams and personnel in general

Securing exchanges to insure authentication, integrity and confidentiality (at a similar level as enterprise daily operations are conducted)

Archiving and auditing exchanges and capacity to repatriate information when enterprise returns to normal operations after a crisis

Capacity to scale based on requirements as they occur during the crisis

Interoperability with personal social networks and RSSSocia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

18March 2011 Business Social Network in crisis management

Business Continuity and Social Networks

In case of human resources loss (H1N1), social

networks may facilitate exchanges with employees

and support services

May be seen as secured email as a replacement of

external email (with the possibility to recall

exchanged information after the end off the crisis)

Access to highly specialised resources (like SME)

«@distance & @demand»: far less costly with an

immediate response when needed and with

horizontal expertise and innovative solutions

A communication tool for stakeholders

Socia

l N

etw

orks a

nd

CR

IS

IS

MA

NA

GEM

EN

T

Social Media and EM - it is now

19March 2011 Using Social Media for BCM / EM

http://6.mshcdn.com/wp-content/uploads/2011/02/social-media-emergency-lg.jpg

20March 2011 Business Social Network in crisis management

Emergency Management and Social Networks

World Emergencies Map -http://hisz.rsoe.hu/alertmap/index2.php

See what hash tags are trending at the current time

on Twitter - Trend Maps in EM: http://trendsmap.com/

Monitter - search bar which allows you to search

tweets by key words like Egypt returning endless

twits for 30 minutes on 2011/02/11 http://www.monitter.com/

TweetGrid - beauty of Tweetgrid is that you can set

up to 9 windows on one screen - http://www.tweetgrid.com

Blog Social Media 4 Emergency Management

Communication tools for Emergency Managers

Socia

l N

etw

orks a

nd

EM

ER

GEN

CY

MA

NA

GEM

EN

T

21March 2011 Business Social Network in crisis management

Conclusion

Enterprise Social Networks are here to stay and their impact continues to grow rapidly

Very different from personal social networks like Facebook - two different sports like Soccer and Rugby (ball is the network: rules are quite different)

Implementing Enterprise Social Networks requires a disciplined approach and enterprise management implication

Implementing Enterprise Social Networks is not recommended during a crisis: it requires a plan and very important, it is of an holistic nature

22March 2011 Using Social Media for BCM / EM

Georges Cowan is a Senior BCP-GRC

Consultant and a senior strategic consultant

in social media for Business Continu-IT

Partners.

Georges Cowan, MBCI, CBCP , CRISC, CMC

Coordinates: GCowan@bc-it.ca

(514) 714-9119

[BC-IT] Partners