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ONLINE COMMUNITY ENGAGEMENT
The “FLEE” Model <ul><li>Find  your evangelists   </li></ul><ul><li>Listen  to them actively and take them seriously </li>...
Know where to find them
 
 
 
 
Understand Where the Watering Holes Are
Set Up the Infrastructure to Mine the Conversations
 
http://bloglevel.edelman.com/ http://tweetlevel.edelman.com/
Determine Who Are Your Evangelists/Vigilantes
Who are these people?
These are not the droids you’re looking for
 
Listen
Mine the Conversations
Understand the Common Threads of Conversation
Figure Out What They Want
Develop insights that help you ideate and take the next steps
Engage
Explore Their Universe
Participate In Their World
Learn the Language and Converse
Be Open to Talking and Learning
Empower
Help the Communities achieve something they might not be able to on their own
Develop programs that get them spreading the buzz to others
Give the community leaders a role in in your program
Start the Conversation
 
Online Citizenship & Ethics
Don’t Pitch,  Participate <ul><li>Community participation is a key measure of credibility </li></ul><ul><ul><li>Do you par...
Mind The World’s Longer Memory <ul><li>Google, Blogpulse, and Technorati index, archive, and preserve online history… and ...
You Knew The Rules  Before <ul><li>The following were all bad things  before  social media came to be: </li></ul><ul><ul><...
Write Well <ul><li>Writing is the user-interface of the communications world </li></ul><ul><li>Observe how other online co...
Be Authentic <ul><li>Don’t misrepresent… </li></ul><ul><ul><li>… who you are </li></ul></ul><ul><ul><li>… who you work for...
Be Thoughtful <ul><li>Add value to the discussion </li></ul><ul><li>Don’t just funnel raw information or PR-generated mate...
Be Thoughtful Facts you can get anywhere. Online community members demand and deserve  context! Press Release
Be Accurate <ul><li>Support your views by  citing and linking  to credible sources </li></ul><ul><li>Demonstrate you know ...
Pay Attention <ul><li>Inform yourself and your opinions </li></ul><ul><li>Keep up with the blogs and online news sources t...
Pay Attention RSS allows you to follow multiple sources. Free tools allow you to track conversation trends.
Respect The Record <ul><li>Do not alter or delete posts or comments after they’ve gone online </li></ul><ul><li>Exceptions...
Respect The Record
Respect Privacy <ul><li>Know the difference between a private person, a public person, and a limited-purpose public person...
Argument Is Fine, Quarrelling Isn’t A discussion in which disagreement is expressed; a debate. An angry dispute; an alterc...
Forget About “Control” <ul><li>The world is moving from “lecture” to “conversation” </li></ul><ul><li>No one likes someone...
It’s Okay To Have A Personality Now <ul><li>You’ve spent your career writing press releases, well now’s your chance! </li>...
The Complete List <ul><li>Don’t pitch,  participate </li></ul><ul><li>Mind the world’s longer memory </li></ul><ul><li>You...
the H  O  N  E  S  T  Y
Honesty Of Relationship  <ul><li>Don’t shill </li></ul><ul><li>Don’t go undercover </li></ul><ul><li>Comply with regulatio...
Honesty Of Opinion  <ul><li>It’s all about mutual respect </li></ul><ul><li>Your opinion is your opinion; </li></ul><ul><l...
Honesty Of Identity  <ul><li>Kids can play dress up and have make believe friends; we can’t </li></ul><ul><li>Please pract...
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ONLINE COMMUNITY ENGAGEMENT by Danny Choo

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presentasi di akademi berbagi 27 okt 2011

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  • What is libel law like in the UK?
  • The Honesty ROI.
  • Transcript of "ONLINE COMMUNITY ENGAGEMENT by Danny Choo"

    1. 1. ONLINE COMMUNITY ENGAGEMENT
    2. 2. The “FLEE” Model <ul><li>Find your evangelists </li></ul><ul><li>Listen to them actively and take them seriously </li></ul><ul><li>Engage them in one-to-one and many-to-many conversations </li></ul><ul><li>Empower them to find each other and achieve </li></ul>
    3. 3. Know where to find them
    4. 8. Understand Where the Watering Holes Are
    5. 9. Set Up the Infrastructure to Mine the Conversations
    6. 11. http://bloglevel.edelman.com/ http://tweetlevel.edelman.com/
    7. 12. Determine Who Are Your Evangelists/Vigilantes
    8. 13. Who are these people?
    9. 14. These are not the droids you’re looking for
    10. 16. Listen
    11. 17. Mine the Conversations
    12. 18. Understand the Common Threads of Conversation
    13. 19. Figure Out What They Want
    14. 20. Develop insights that help you ideate and take the next steps
    15. 21. Engage
    16. 22. Explore Their Universe
    17. 23. Participate In Their World
    18. 24. Learn the Language and Converse
    19. 25. Be Open to Talking and Learning
    20. 26. Empower
    21. 27. Help the Communities achieve something they might not be able to on their own
    22. 28. Develop programs that get them spreading the buzz to others
    23. 29. Give the community leaders a role in in your program
    24. 30. Start the Conversation
    25. 32. Online Citizenship & Ethics
    26. 33. Don’t Pitch, Participate <ul><li>Community participation is a key measure of credibility </li></ul><ul><ul><li>Do you participate? Do your competitors? </li></ul></ul><ul><ul><li>Do you provide thoughtful comments or posts? </li></ul></ul><ul><ul><li>Can you be considered an expert or an informed source in your field? </li></ul></ul>
    27. 34. Mind The World’s Longer Memory <ul><li>Google, Blogpulse, and Technorati index, archive, and preserve online history… and make it accessible! </li></ul><ul><li>Treat your posts/comments as if you’ll find them in Lexis/Nexis ten years from now </li></ul>
    28. 35. You Knew The Rules Before <ul><li>The following were all bad things before social media came to be: </li></ul><ul><ul><li>Libel, slander </li></ul></ul><ul><ul><li>Breach of confidentiality </li></ul></ul><ul><ul><li>Discussing partners or colleagues in an unflattering manner </li></ul></ul><ul><ul><li>Otherwise unprofessional or inappropriate behavior </li></ul></ul>
    29. 36. Write Well <ul><li>Writing is the user-interface of the communications world </li></ul><ul><li>Observe how other online community members write </li></ul><ul><li>Remain professional, yet be sure to develop your own voice and style – leave the jargon behind </li></ul>
    30. 37. Be Authentic <ul><li>Don’t misrepresent… </li></ul><ul><ul><li>… who you are </li></ul></ul><ul><ul><li>… who you work for/with </li></ul></ul><ul><ul><li>… what your personal/ professional interest is in communicating </li></ul></ul>
    31. 38. Be Thoughtful <ul><li>Add value to the discussion </li></ul><ul><li>Don’t just funnel raw information or PR-generated materials </li></ul><ul><li>What do you have to say? </li></ul>
    32. 39. Be Thoughtful Facts you can get anywhere. Online community members demand and deserve context! Press Release
    33. 40. Be Accurate <ul><li>Support your views by citing and linking to credible sources </li></ul><ul><li>Demonstrate you know all sides of an issue while representing your company’s interests </li></ul><ul><li>Take time to construct an argument </li></ul>Claim Support Warrant Backing Rebuttal This model forces you to construct such an argument.
    34. 41. Pay Attention <ul><li>Inform yourself and your opinions </li></ul><ul><li>Keep up with the blogs and online news sources that drive your community of interest. </li></ul><ul><li>Make thoughtful comments and postings where appropriate </li></ul><ul><li>Be prepared to act quickly </li></ul>
    35. 42. Pay Attention RSS allows you to follow multiple sources. Free tools allow you to track conversation trends.
    36. 43. Respect The Record <ul><li>Do not alter or delete posts or comments after they’ve gone online </li></ul><ul><li>Exceptions </li></ul><ul><ul><li>The item clearly violates a published policy on the site </li></ul></ul><ul><ul><li>The item is slanderous, foul, vile, lewd, crude, lascivious, </li></ul></ul><ul><li>Update the post if circumstances require </li></ul><ul><ul><li>Corrected facts </li></ul></ul><ul><ul><li>Updated information </li></ul></ul>Always indicate if a change has been made!
    37. 44. Respect The Record
    38. 45. Respect Privacy <ul><li>Know the difference between a private person, a public person, and a limited-purpose public person </li></ul><ul><li>Well-tested media law forbids you from “bootstrapping”: making a private person a public one for the sake of discussion </li></ul>
    39. 46. Argument Is Fine, Quarrelling Isn’t A discussion in which disagreement is expressed; a debate. An angry dispute; an altercation. ar-gu-ment quar-rel <ul><li>You won’t agree with everyone in online communities </li></ul><ul><li>Feel free to voice those disagreements, but don’t pick fights </li></ul>
    40. 47. Forget About “Control” <ul><li>The world is moving from “lecture” to “conversation” </li></ul><ul><li>No one likes someone who tries to “control” a conversation </li></ul><ul><li>You can still operate with your interests in mind </li></ul>
    41. 48. It’s Okay To Have A Personality Now <ul><li>You’ve spent your career writing press releases, well now’s your chance! </li></ul><ul><li>Online citizens with a singular voice have won hearts and minds </li></ul>
    42. 49. The Complete List <ul><li>Don’t pitch, participate </li></ul><ul><li>Mind the world’s longer memory </li></ul><ul><li>You knew the rules before </li></ul><ul><li>Write well </li></ul><ul><li>Be authentic </li></ul><ul><li>Be thoughtful </li></ul><ul><li>Be accurate </li></ul><ul><li>Pay attention </li></ul><ul><li>Respect the record </li></ul><ul><li>Respect privacy </li></ul><ul><li>Argument is fine; quarreling is not </li></ul><ul><li>Forget about “control” </li></ul><ul><li>It’s okay to have a personality now </li></ul>
    43. 50. the H O N E S T Y
    44. 51. Honesty Of Relationship <ul><li>Don’t shill </li></ul><ul><li>Don’t go undercover </li></ul><ul><li>Comply with regulations </li></ul>
    45. 52. Honesty Of Opinion <ul><li>It’s all about mutual respect </li></ul><ul><li>Your opinion is your opinion; </li></ul><ul><li>Feel free to share it, but please… </li></ul><ul><li>Let others form and express their own </li></ul>
    46. 53. Honesty Of Identity <ul><li>Kids can play dress up and have make believe friends; we can’t </li></ul><ul><li>Please practice full disclosure </li></ul>
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