Social engagement 15 tips from the trenches

CPC& ONLINE COMMUNITY ENGAGEMENT FOR GOVERNMENT Charlie Pownall | CPC & Associates Ltd SINGAPORE, HONG KONG | April 2014 CPC& Social media seduction © 2015 CPC & Associates Ltd All rights reserved CPC& Social seduction? © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& What we’re covering today WHY © 2015 CPC & Associates Ltd All rights reserved HOW PITFALLS CPC& Challenging communications environment • • • • • • Skeptical & vocal customers/stakeholders Transparency & accountability demands Service quality expectations Speed & control Intermediaries Gen Y © 2015 CPC & Associates Ltd All rights reserved CPC& A wealth of opportunities • • • • • Raise awareness Drive/change behaviour Drive transactions Forge consensus Enhance/protect reputation © 2015 CPC & Associates Ltd All rights reserved 10 CPC& principles for online engagement Listen, listen, listen Focus on those that matter Forge long-term relationships Show, don’t tell Provide context Actively solicit feedback Create sense of ownership © 2015 CPC & Associates Ltd All rights reserved 12 CPC& INSIGHTS & IDEAS #1 – Listen, listen, listen RELATIONSHIPS & DIALOGUE RISKS & INCIDENTS 13 #2 – Focus on those that mater CPC& Source: Salter Baxter 14 CPC& RESPOND CO-OPERATE MONITOR ENGAGE WILL ING NESS #2 – Focus on those that mater TO COOPE RATE + - INFLUENCE + 15 CPC& #3 – Forge longterm relatio nships 16 #4 – Show, don’t tell CPC& 17 #5 – Provide context CPC& 18 #6 – Actively solicit feedback CPC& 19 CPC& #7 – Create sense of owner ship 20 CPC& Beware the pitfalls • • • • • • • Rhetoric not matching reality Pushing too hard Not listening Not managing expectations Not framing discussions properly Poor moderation Unprepared for risks © 2015 CPC & Associates Ltd All rights reserved 21 CPC& Assessing online reputation risks MODERATE SEVERE High likelihood, High likelihood, low impact high impact /risk LOW HIGH + Low likelihood, Low likelihood, low impact high impact Likeli hood of issue © 2015 CPC & Associates Ltd All rights reserved Impact of issue/risk + 22 CPC& Responding to online comments © 2015 CPC & Associates Ltd All rights reserved 23 CPC& Recap Listen, listen, listen Focus on those that matter Show, don’t tell Provide context Actively solicit feedback Create sense of ownership Forge long-term relationships Beware the pitfalls and manage the risks © 2015 CPC & Associates Ltd All rights reserved 24 CPC& QUESTIONS? COMMENTS? CPC& CONNECT WITH ME: @cpownall charliepownall.com © 2015 CPC & Associates Ltd All rights reserved charliepownall.com [...]... © 2 015 CPC & Associates Ltd All rights reserved Impact of issue/risk + 22 CPC& Responding to online comments © 2 015 CPC & Associates Ltd All rights reserved 23 CPC& Recap 1 2 3 4 5 6 7 8 Listen, listen, listen Focus on those that matter Show, don’t tell Provide context Actively solicit feedback Create sense of ownership Forge long-term relationships Beware the pitfalls and manage the risks © 2 015 CPC...CPC& Government use of social media © 2 015 CPC & Associates Ltd All rights reserved 11 CPC& 7 principles for online engagement 1 2 3 4 5 6 7 Listen, listen, listen Focus on those that matter Forge long-term relationships Show, don’t tell Provide context Actively solicit feedback Create sense of ownership © 2 015 CPC & Associates Ltd All rights reserved 12 CPC& INSIGHTS... INFLUENCE + 15 CPC& #3 – Forge longterm relatio nships 16 #4 – Show, don’t tell CPC& 17 #5 – Provide context CPC& 18 #6 – Actively solicit feedback CPC& 19 CPC& #7 – Create sense of owner ship 20 CPC& Beware the pitfalls • • • • • • • Rhetoric not matching reality Pushing too hard Not listening Not managing expectations Not framing discussions properly Poor moderation Unprepared for risks © 2 015 CPC &... Forge long-term relationships Beware the pitfalls and manage the risks © 2 015 CPC & Associates Ltd All rights reserved 24 CPC& QUESTIONS? COMMENTS? CPC& CONNECT WITH ME: @cpownall charliepownall.com © 2 015 CPC & Associates Ltd All rights reserved charliepownall.com ...CPC& Social media seduction © 2 015 CPC & Associates Ltd All rights reserved CPC& Social seduction? © 2 015 CPC & Associates Ltd All rights reserved CPC& © 2 015 CPC & Associates... 2 015 CPC & Associates Ltd All rights reserved CPC& © 2 015 CPC & Associates Ltd All rights reserved CPC& © 2 015 CPC & Associates Ltd All rights reserved CPC& What we’re covering today WHY © 2 015. .. relationships Beware the pitfalls and manage the risks © 2 015 CPC & Associates Ltd All rights reserved 24 CPC& QUESTIONS? COMMENTS? CPC& CONNECT WITH ME: @cpownall charliepownall.com © 2 015 CPC & Associates