Effective use of social media to build support for anti corruption work

Effective use of social media to build support for anticorruption work Independent Commission Against Corruption, Hong Kong December 09, 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications It’s not easy to hit the headlines… Burson-Marsteller l Asia-Pacific l Evidence-Based Communications Lethargy (mostly) rules Burson-Marsteller l Asia-Pacific l Evidence-Based Communications How motivate people & sustain momentum? Burson-Marsteller l Asia-Pacific l Evidence-Based Communications Key principles # # # # # # # # # # – Create emotional connection – Make it meaningful – Create sense of ownership – Make it trustworthy – Make it credible – Be sincere – Make it simple – Deploy all channels – Facilitate face-to-face 10 – Think long-term Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #1 Create emotional connection Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #2 Make it meaningful Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #3 Create sense of ownership Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #4 Make it trustworthy Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #5 Make it credible Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #5 Make it credible - open data Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #6 Be sincere Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #7 Make it simple Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #8 Deploy all channels Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #9 Facilitate face-to-face Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #10 Think long-term Burson-Marsteller l Asia-Pacific l Evidence-Based Communications Thank you Charlie Pownall Lead Digital Strategist Burson-Marsteller Asia-Pacific charles.pownall@bm.com http://twitter.com/cpownall Burson-Marsteller l Asia-Pacific l Evidence-Based Communications [...]... Communications #7 Make it simple Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #8 Deploy all channels Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #9 Facilitate face -to- face Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #10 Think long-term Burson-Marsteller l Asia-Pacific l Evidence-Based Communications Thank you Charlie Pownall Lead Digital Strategist ... Make it meaningful – Create sense of ownership – Make it trustworthy – Make it credible – Be sincere – Make it simple – Deploy all channels – Facilitate face -to- face 10 – Think long-term Burson-Marsteller...It’s not easy to hit the headlines… Burson-Marsteller l Asia-Pacific l Evidence-Based Communications Lethargy... it meaningful Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #3 Create sense of ownership Burson-Marsteller l Asia-Pacific l Evidence-Based Communications #4 Make it trustworthy