Buncombe County, North Carolina

Proposal to expand fire safety mission & emergency alert system by utilizing social media
Workshop West Michelle Pace Wood mpwood2012@yahoo.com 828-545-6533
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Purpose of Funding Request

To complete a countywide social media audit for all Buncombe County fire Departments To create and manage social media pages on multiple platforms for all Buncombe County fire departments as needed To post relevant fire prevention education content and event information under the direction of the Emergency Management Department of Buncombe County and Fire Station Chiefs To grow an online citizen community for Buncombe County Emergency Management use
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com 2

Overall Goals
1) To support department fire prevention and hazard mitigation mission by providing fire safety education and alert information to citizens through social media platforms 2) To share, listen and engage local fire department communities through social content, measuring success and digital community growth using 10 federally recommended social metrics 3) To support fire prevention campaigns and station fundraising by encouraging citizen participation in local and online events
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com 3

Overall Objectives
1. To provide regular relevant content using centralized social media management tool to connect Buncombe County fire departments 2. To engage and grow citizen awareness for Buncombe County fire departments by using Facebook, Twitter & YouTube platforms 3. To assist mission of lowering incidents of fire relate property damage in Buncombe County 4. To build network for use as citizen alert during an Emergency Management crisis in Buncombe County 5. To help promote individual fire department events and community participation
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com 4

Why does Buncombe County need to expand and manage its fire safety message on social media platforms?

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

Americans use social media in an emergency

80% expect emergency responders to monitor social sites Online news is the 3rd most popular source for emergency info 18% use Facebook to get information about emergencies 30% in metro and 20% in non-metro areas would sign up for alerts
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American Red Cross 2011

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

Benefits of social media when used by agencies

More effective distribution of critical information to citizens and communities, whether for emergency response, education or awareness. More responsive public programs better customer experience by listening for feedback. Better informed strategies that operate on the most up-to-date and accurate data, leading to greater efficiency..
Supplied by: - http://www.howto.gov/social-media/using-social-media-ingovernment/metrics-for-federal-agencies#part-one

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

NFPA is encouraging fire safety educators to use social media

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

Buncombe County Fire Department Social Media Audit (Limited Metrics)

Facebook: May 2013 BCFD community fan size & engagement
Station Community Members
VFD/FDs Auxiliaries or Other Engagement VFD/FDs Recently Posted 11

800+ 400-799

100-399

1-99

none

2 1

6 1

6+ Months None Last Post 4 14

Results: Inconsistent message and engagement schedule. Several pages FB generated and have no page manager should be monitored. Only 3.5% of potential FB community is engaged-6986 of possible 200K
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com 9

Why a social media manager?

1. During an emergency event citizens will look for information on social media platforms 2. Its an effective way to release critical information to the public 3. The National Fire Prevention Association (NFPA) recommends using social media for safety outreach, especially fire departments 4. Ensure a consistent fire hazard prevention message 5. Keep citizens engaged so they are ready to take action if needed
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com 10

Using social media metrics will help measure the project success
Project will utilize the 10 social media metrics suggested for use by the federal government. (Reference link below) Breadth Community Size Community Growth Depth Conversions Viewing Direct Engagement Engagement Volume Engagement Responsiveness
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

Loyalty Return Community Customer Experience Sentiment Indicators Survey Feedback Campaigns Strategic Outcomes
Reference: http://www.howto.gov/socialmedia/using-social-media-in-government/metricsfor-federal-agencies#part-one

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Community Size & Growth Metrics

Platform Examples
Facebook

Name of Metric
1) Fans 2) Total Reach

Definition
The number of people who like your page The number of unique people who have seen any content associated with your page The number of accounts that subscribe to your Twitter feed The number of subscribers to your channel The difference between current fans, followers and subscribers from the previous month

Twitter

Followers

YouTube All

Subscribers Change in number of community size

Reference: http://www.howto.gov/social-media/using-social-media-in-government/metrics-for-federal-agencies#part-one

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

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Conversion & Viewing Metrics

Platform Examples All Name of Metric Conversion Definition Number of desired completed activities like shares & click-throughs
The length & number of unique views. The most widely watched videos on your channel or page

YouTube

Views & Ratings

Reference: http://www.howto.gov/social-media/using-social-media-in-government/metrics-for-federal-agencies#part-one

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

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Direct Engagement Metrics

Platform Examples All Name of Metric Questions Answered Definition The number of questions answered through social media The average time it takes to respond on social media

Response Time

Reference: http://www.howto.gov/social-media/using-social-media-in-government/metrics-for-federal-agencies#part-one

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

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Engagement Volume Metrics

Platform Examples Facebook Name of Metric 1) Most Engaging Content 2) Fan Mentions Definition Highest performing content and virality The number of mentions, shares, likes and comments from users Top 3-5 performing tweets base on engagement The number of unique mentions, replies and retweets

Twitter

1) Most Engaging Content 2) Mentions

YouTube

Engagements

Number of thumbs up, comment and shares

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Reference: http://www.howto.gov/social-media/using-social-media-in-government/metrics-for-federal-agencies#part-one

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

Loyalty & Customer Experience Metrics

Platform Examples All Name of Metric Consistent Engagement Definition Percentage return users from a particular social media source
Positive, negative, and neutral engagements about a specific program, event or topic

All

Sentiment

Reference: http://www.howto.gov/social-media/using-social-media-in-government/metrics-for-federal-agencies#part-one

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

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Indicators & Survey Metrics

Platform Examples All Name of Metric Top Keywords Definition Positive, negative and neutral keywords most associated with social media content
Categories most associate with your social media content Survey on 1-5 scale, feedback fill in the blank, or multiple choice

Twitter

Top Hashtags (#)

All as needed

Customer satisfaction

Reference: http://www.howto.gov/social-media/using-social-media-in-government/metrics-for-federal-agencies#part-one

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

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Budget Request
We are asking Buncombe County for a $31,279.00 annually contract to take on the duties of social media management for all 21 Buncombe County fire departments. Social media managers typically charge $250-$300 monthly per business. Our proposal is well below market and represents a substantial savings for Buncombe County. More and more citizens are getting their news and information through social media. We look forward to helping Buncombe County stay connected.
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

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Budget Request By Item

Budget Item a Personnel Social Media Management Fee On-Call Media Manager Total Personnel Expenses b Direct Expenses Social Media Management Tool Mobile Data Increase Social Media Advertising Total Direct Expenses Total Contract Request $119.88 $360.00 $1200.00 $1679.88 $31279.88 Michelle Wood TBD $27000.00 $2600.00 $29600.00 Vender Annual Costs Totals

Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com

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Are you ready to start getting connected Buncombe County? Were ready to put our creativity to work for you today!

Contact Michelle Pace Wood to get started on the road to social media success!
Michelle Pace Wood - Workshop West (828)545-6533 workshopwestinfo@gmail.com 20