Online Community Engagement For Government

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Seven principles for governments when using social media to engage citizens and other stakeholders

Seven principles for governments when using social media to engage citizens and other stakeholders

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  • http://web.mit.edu/newsoffice/2014/democratizing-data-visualization.html

Transcript

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