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Seven principles for governments when using social media to engage citizens and other stakeholders
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ONLINECOMMUNITY
ENGAGEMENTFOR
GOVERNMENT
Charlie Pownall Singapore, Hong Kong – April 2014
Social media seduction
Social seduction?
What we’re covering today
WHY HOW PITFALLS
About me
• 20+ years experience in government, journalism, advocacy, public relations, digital marketing & social media
• Set up the EC’s first Rapid Rebuttal Unit; led comms for 15x over-subscribed IPO
• Regular contributor to Public Affairs Asia, Social Media Today; WPP Atticus Award winner
• Chair, Communications & Marketing Committee, The American Chamber of Commerce in Hong Kong
Communications & online reputation services
Consultancy & implementation
• Communications Planning• Social Media Planning• Social Media Risk Prevention• Social Media Crisis Planning
& Response• Online Issues & Reputation
Management• Online Monitoring, Analysis
& Reporting• Writing & Editorial
Workshops & simulations
• Social Media Risk Assessment• Social Media Crisis
Communications• Social Media Crisis Simulation• Social Media Planning & Strategy• Online Reputation Management• Online Issues Management• Online Community Management
CP/C
• Skeptical & vocal customers/stakeholders• Transparency & accountability demands• Service quality expectations• Speed & control• Intermediaries• Gen Y
Challenging communications environment
• Raise awareness• Drive/change behaviour• Drive transactions• Forge consensus• Enhance/protect reputation
A wealth of opportunities
Government use of social media
1. Listen, listen, listen2. Focus on those that matter3. Forge long-term relationships4. Show, don’t tell5. Provide context6. Actively solicit feedback7. Create sense of ownership
7 principles for online engagement
#1 – Listen, listen, listen
INSIGHTS & IDEAS
RELATIONSHIPS & DIALOGUE
RISKS & INCIDENTS
#2
– Fo
cus o
n th
ose
that
matt
er
Source: Salter Baxter
#2
– Fo
cus o
n th
ose
that
matt
er
RESPOND CO-OPERATE
MONITOR ENGAGE
-
WIL
LIN
GNES
S TO
CO
-OPE
RATE
+
- INFLUENCE +
#3 – Forge long-term relationships
#4
– Sh
ow, d
on’t
tell
#5
– Pr
ovid
e co
ntex
t
#6
– Ac
tivel
y so
licit
feed
back
#7 – Create sense of ownership
Beware the pitfalls
• Rhetoric not matching reality• Pushing too hard• Not listening• Not managing expectations• Not framing discussions properly• Poor moderation• Unprepared for risks
Assessing online reputation risks
MODERATEHigh likelihood,
low impact
SEVEREHigh likelihood,
high impact
LOWLow likelihood,
low impact
HIGHLow likelihood,
high impact-
Lik
elih
ood
of is
sue/
risk
+
- Impact of issue/risk +
Responding to online comments
Recap
1. Listen, listen, listen2. Focus on those that matter3. Show, don’t tell4. Provide context5. Actively solicit feedback6. Create sense of ownership7. Forge long-term relationships
QUESTIONS?COMMENTS?
SUGGESTIONS?
CONNECT WITH ME:@cpownallcharliepownall.com
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