Use of enterprise secured social networks for crisis management during major interuptions. Presentation made in French at the regional Forum BCI-Québec (part of BCI Canada).

1. Application of secured social
networks to crisis management
Georges Cowan, CMC, CBCP, MBCI
Senior BCP-GRC Consultant
March, 16 2010
Translated presentation originally given
by the author in French webinar
BC-IT Partners

2. Agenda
Personal and business social networks
Business Networks and YOU
Arrival of Enterprise 2.0 / Web 2.0
Social Network Definitions
Types / categories of social networks
Implementation roadmap
Social Networks and
crisis management
Conclusion
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3. Numbers for social networks
Wikipedia - 13,000,000+ articles
Social Networks
Youtube - 100,000,000+ videos seen daily
Blogger - 200,000,000+ blogs
Facebook - 200,000,000+ active users
Twitter - 3,000,000+ average daily Tweets
Social media « Buzz »
73% of Internet users have seen blogs
45% have their own blogu
57% participate in at least one social network
83% have seen video clips
*Source: Universal McCann Comparative Study On Social Media Trends April 2008
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4. Social Networks are part of our Lives
RSS feed Cell Desktop Apps
Social Networks
widgets
balaya
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5. Personal and Business Social Networks
Characteristics Personal Networks Business Networks
Business Social Networks and YOU
like Facebook ® like Tick-it ® and others
Security Protecting limits of Maintain enterprise
personal privacy security
Exchanges Friends, sport clubs, For employees,
photos, events, news management, clients
... (trade marks and
complaints), marketing
(new products), suppliers
Similar or TWO REALLY DIFFERENT SPORTS
DIFFERENT ? like Soccer and Rugby (ball = network)
Participant Survey
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6. Step 1 - Protect the organization and YOU
Business Social Networks and YOU
Source: Lou Ordorica and Linda Skrocki | .SUN
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7. Step 2 – Identify your profile
Think of ways to participate
Your profile
If usually you . . . %
Business Social Networks and YOU
corresponds to a:
«Blog, podcast, tweet» Creator 13%
Write reviews, post answers Critique 19%
Tag objects, use RSS Collector 15%
Update your profile Joiner 19%
Read blogs Spectator 33%
Do none of the above Inactive 52%
Source: Lou Ordorica and Linda Skrocki | .SUN
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8. Étape 3 – Pensez à vos objectifs
votre niveau de confort pour participer?
Profile Example Goal Tools
Business Social Networks and YOU
Creator Amplify word of mouth Blogs
Critique Product Development Wikis
Collector Market Research RSS
Joiner Public Relations Social Networks
Spectator Canary in a coalmine Brand monitoring
Inactive Getting started Search
Source: Lou Ordorica and Linda Skrocki | .SUN
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9. Entreprise 2.0
Arrival of Enterprise 2.0 – Web 2.0
"Enterprise 2.0 comprises social software as used in
"enterprise" (business/commercial) contexts. It includes social
and networked modifications to corporate intranets and other
classic software platforms used by large companies to organize
their communication.
Enterprise 2.0 is a term for technologies and business practices
that free workforce from the constraints of communication tools
and productivity such as email. It enables executives to access
the right information at the right time through a network of
interconnected applications, services and devices. Enterprise
2.0 provides access to the collective intelligence of many
people, transferring a huge competitive advantage resulting in
increased innovation, productivity and agility."
Source: Wikipedia
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10. Interaction with clients
Arrival of Enterprise 2.0 – Web 2.0
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11. Global market moves to the Community
Arrival of Enterprise 2.0 – Web 2.0
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12. Social Media
Social media can be said to have three components:
Social Network DEFINITION
Concept (art, information, or meme), Media (physical,
electronic, or verbal) and Social interface (intimate
direct, community engagement, social viral, electronic
broadcast or syndication, or other physical media such
as print).
Social media use the collective intelligence in a spirit
of online collaboration. Through these means of social
communication, individuals or groups of individuals
who work together to create Web content, organize
content, index it, modify it or make comments,
combined with the personal creations.
[Source: Wikipedia as of 2009/10/07]
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13. Services des réseaux sociaux
A social networking service is designed to build
Social Network DEFINITION
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]
Forums
Blogs
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14. Social Communication on the Web
Online Communities Blogosphere Blogs,
TYPES of Social Networks
Groups, Forums, RSS interrelated Communities
Your
participation
YO
U
Social Networks Speciality Social Sites
facebook, myspace . . . YouTube, Twitter, LinkedIn …
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15. Social Communication on the Web . . .
Online Communities
TYPES of Social Networks
 News, Forums, RSS, Podcasts, Webcasts
Blogs community «Blogosphere» –bidirectional communication
The blogosphere is made up of all blogs and their interconnections. The
term implies that blogs exist together as a connected community (or as a
collection of connected communities) or as a social network in which
everyday authors can publish their opinions. [Wikipedia]
5 Top Blogs (hits)
The Huffington Post
TechCrunch
Mashable
Gizmodo
Engadget
Source: [Technorati]
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16. Social Communication on the Web . . .
Social Networks
TYPES of Social Networks
 Personal Version : Facebook and MySpace lead. Ning,
NewsVine, Bedo …
 Emerging Business Version : Sixent, Tick-it, Socialtext …
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17. Communication sociale sur le Web . . .
Speciality Social SItes
TYPES of Social Networks
 YouTube, Twitter, LinkedIn, Flickr, Wikipedia, Epinions, Last
FM, Get Satisfaction, Digg, Posterous, Technorati, Tabellog,
SlideShare, Pandora, BrightTALK, Tripit, Videao, Buddy TV,
OleOle, GoodReads, metroFLOG, MSN, yelp, friendster …
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18. Interoperability of Social Networks
TYPES of Social Networks
Microsoft Vine Inter
Connects to:
 Facebook
 LinkedIn
 Windows Live
YouTube
automatically
connects to sign in:
 Google
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19. Why start an enterprise social network?
Implementation ROADMAP
To rebuild a strong link between employees
To locate the best expert or information that allows
the job to be done within the organization
To provide an alternative to email for
communication between individuals or groups
To help make employees more productive in the
business and retain the best employees
To promote innovation through meetings and
exchanges that lead to new ideas or unexpected
business
To help keep track of information
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20. R&D for business social networks
The largest IT corporations plan to spend more dollars in research and
Implementation ROADMAP
development (R & D) for social networking applications in 2009 and to build
research centers focused on social networking business.
Mapping provided
Source:
Deloitte Technology
Predictions 2009
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21. Online communication Methodology
Implementation ROADMAP
Online Collaboration Methodology
Source: Ramius Corporation
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22. Strategic Alignment for Businesses
1. Enterprise Considerations
Implementation ROADMAP
 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 ?”
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23. Crisis examples & social networks
Social Networks and CRISIS MANAGEMENT
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
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24. Social Networks in crisis management
Social Networks and CRISIS MANAGEMENT
Before the crisis – prepare a
specific and concise plan
 Build and maintain an Enterprise
social network (ESN) Crisis Cell
 Social Media Watch (complaint)
- Google Alerts and other public
tools (Twitter is very fast but
prepare short scripts)
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25. Example of Google Alerts
Social Networks and CRISIS MANAGEMENT
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26. Social Networks in crisis management
Before the crisis – prepare a specific and precise plan
Social Networks and CRISIS MANAGEMENT
 ESN Cell connected to the crisis management team
Crisis Management Team (CMT)
Business Continuity Authority
BC Coordinator CMT Registrar and
legal council
Communication ITC & Emerg. Operations Administrative Functional Plan
Coordinator Coordinator Coordinator Coordinator Coordinator
Enterprise Social
Network Cell
 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)
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27. Social Networks in crisis management …
Social Networks and 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)
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28. Social Networks in crisis management …
Social Networks and 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 the bad weather
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29. Crisis Management in Haïti & social networks
Social Networks and CRISIS MANAGEMENT
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
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30. Crisis Management in Haïti – USAID Experts
Social Networks and CRISIS MANAGEMENT
http://haitiresponse.igloocommunities.com/home
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31. Find individuals (relatives) with Google
Social Networks and CRISIS MANAGEMENT
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32. Crisis Management in Haiti – Volunteers in Montreal
Social Networks and CRISIS MANAGEMENT
http://crisiscampmontreal.wordpress.com/
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33. Social Network Architecture
Social Networks and CRISIS MANAGEMENT
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 RSS
Participant Survey
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34. Business Continuity and Social Networks
Social Networks and CRISIS MANAGEMENT
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
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35. Lawyers and the Pentagon jump in (USA) ???
Social Networks and CRISIS MANAGEMENT
http://www.secuobs.com/revue
/news/196607.shtml
On Friday, the Pentagon announced a new social media policy
that will the troops to use Twitter, Facebook and other social
networking sites, within limits. True to form, Pentagon social
media czar Price Floyd announced the policy change in a Twitter
update. It s an important move, and has the potential to clear up
the military s longstanding ...
Source : http://www.secuobs.com/revue/news/196607.shtml
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36. Conclusion
Enterprise Social Networks are there to stay and
their impact continues to grow rapidly
Very different from personal social networks like
Facebook - two different sports as Soccer and
Rugby (ball is the network: rules are quite different)
Implementing Enterprise Social Networks requires a
disciplined approach and enterprise management
implication
Implementation of Enterprise Social Networks is
not recommended during a crisis: it requires a
plan and very important it is holistic
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37. GCowan@bc-it.ca Georges Cowan (514) 714-9119
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38. Georges Cowan is a Senior BCP-
GRC Consultant and a senior
strategic consultant in social
networks for Business Continu-IT
Partners.
BC-IT Partners
Coordinates:
Georges Cowan,
GCowan@bc-it.ca
MBCI, CBCP , CMC
(514) 714-9119
Satisfaction Survey
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