ONLINE
COMMUNITY
ENGAGEMENT
FOR
GOVERNMENT
SINGAPORE, HONG KONG | April 2014Charlie Pownall | CPC & Associates Ltd
CPC&
Social media seduction
© 2015 CPC & Associates Ltd. All rights reserved 2
CPC&
Social seduction?
© 2015 CPC & Associates Ltd. All rights reserved 3
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 4
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 5
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 6
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 7
CPC&
What we’re covering today
WHY HOW PITFALLS
© 2015 CPC & Associates Ltd. All rights reserved 8
CPC&
• Skeptical & vocal customers/stakeholders
• Transparency & accountability demands
• Service quality expectations
• Speed ...
• Raise awareness
• Drive/change behaviour
• Drive transactions
• Forge consensus
• Enhance/protect reputation
A wealth of...
Government use of social media
© 2015 CPC & Associates Ltd. All rights reserved 11
CPC&
1. Listen, listen, listen
2. Focus on those that matter
3. Forge long-term relationships
4. Show, don’t tell
5. Provide co...
#1–Listen,listen,listen
INSIGHTS & IDEAS
RELATIONSHIPS
& DIALOGUE
RISKS & INCIDENTS
13
CPC&
#2–Focusonthosethatmatter
Source: Salter Baxter
14
CPC&
#2–Focusonthosethatmatter
RESPOND CO-OPERATE
MONITOR ENGAGE
-WILLINGNESSTOCO-OPERATE+
- INFLUENCE +
15
CPC&
#3–Forgelong-termrelationships
16
CPC&
#4–Show,don’ttell
17
CPC&
#5–Providecontext
18
CPC&
#6–Activelysolicitfeedback
19
CPC&
#7–Createsenseofownership
20
CPC&
Beware the pitfalls
• Rhetoric not matching reality
• Pushing too hard
• Not listening
• Not managing expectations
• Not f...
Assessing online reputation risks
MODERATE
High likelihood,
low impact
SEVERE
High likelihood,
high impact
LOW
Low likelih...
Responding to online comments
© 2015 CPC & Associates Ltd. All rights reserved 23
CPC&
Recap
1. Listen, listen, listen
2. Focus on those that matter
3. Show, don’t tell
4. Provide context
5. Actively solicit f...
QUESTIONS?
COMMENTS?
CPC&
CONNECT WITH ME:
@cpownall
charliepownall.com
© 2015 CPC & Associates Ltd. All rights reserved charliepownall.com
CPC&
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Social Engagement. 15 Tips From The Trenches

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Organisations must place customer service alongside marketing and PR at the social media table. Some basic tips on online customer service and community management.

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  • Thanks for your comments and yes, communications as a whole, including product PR, need greater alignment. I should have made this clearer!
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  • Excellently succinct presentation with great tips. On Slide 26, you make a mention about 'align PR'. From a social media professional's practice that is the right observation but we can broadbase it to make it to read 'align entire corporate communication', since from a PR perspective, all stakeholders' communication is aligned by them to create unified messaging. The social media remains as one of the most significant tools to reach out to different market segments. But yes, the social media experts must also look at the broader goals of the organisation, the psychographics of the groups they wish to communicate with, and how these can be aligned to the corporate/project mission.
    However, thank you for making us more knowledgable about nuances of social engagement.
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  • http://web.mit.edu/newsoffice/2014/democratizing-data-visualization.html
  • Social Engagement. 15 Tips From The Trenches

    1. 1. ONLINE COMMUNITY ENGAGEMENT FOR GOVERNMENT SINGAPORE, HONG KONG | April 2014Charlie Pownall | CPC & Associates Ltd CPC&
    2. 2. Social media seduction © 2015 CPC & Associates Ltd. All rights reserved 2 CPC&
    3. 3. Social seduction? © 2015 CPC & Associates Ltd. All rights reserved 3 CPC&
    4. 4. © 2015 CPC & Associates Ltd. All rights reserved 4 CPC&
    5. 5. © 2015 CPC & Associates Ltd. All rights reserved 5 CPC&
    6. 6. © 2015 CPC & Associates Ltd. All rights reserved 6 CPC&
    7. 7. © 2015 CPC & Associates Ltd. All rights reserved 7 CPC&
    8. 8. What we’re covering today WHY HOW PITFALLS © 2015 CPC & Associates Ltd. All rights reserved 8 CPC&
    9. 9. • Skeptical & vocal customers/stakeholders • Transparency & accountability demands • Service quality expectations • Speed & control • Intermediaries • Gen Y Challenging communications environment © 2015 CPC & Associates Ltd. All rights reserved 9 CPC&
    10. 10. • Raise awareness • Drive/change behaviour • Drive transactions • Forge consensus • Enhance/protect reputation A wealth of opportunities © 2015 CPC & Associates Ltd. All rights reserved 10 CPC&
    11. 11. Government use of social media © 2015 CPC & Associates Ltd. All rights reserved 11 CPC&
    12. 12. 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 © 2015 CPC & Associates Ltd. All rights reserved 12 CPC&
    13. 13. #1–Listen,listen,listen INSIGHTS & IDEAS RELATIONSHIPS & DIALOGUE RISKS & INCIDENTS 13 CPC&
    14. 14. #2–Focusonthosethatmatter Source: Salter Baxter 14 CPC&
    15. 15. #2–Focusonthosethatmatter RESPOND CO-OPERATE MONITOR ENGAGE -WILLINGNESSTOCO-OPERATE+ - INFLUENCE + 15 CPC&
    16. 16. #3–Forgelong-termrelationships 16 CPC&
    17. 17. #4–Show,don’ttell 17 CPC&
    18. 18. #5–Providecontext 18 CPC&
    19. 19. #6–Activelysolicitfeedback 19 CPC&
    20. 20. #7–Createsenseofownership 20 CPC&
    21. 21. 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&
    22. 22. 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 + © 2015 CPC & Associates Ltd. All rights reserved 22 CPC&
    23. 23. Responding to online comments © 2015 CPC & Associates Ltd. All rights reserved 23 CPC&
    24. 24. 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. © 2015 CPC & Associates Ltd. All rights reserved 24 CPC&
    25. 25. QUESTIONS? COMMENTS? CPC&
    26. 26. CONNECT WITH ME: @cpownall charliepownall.com © 2015 CPC & Associates Ltd. All rights reserved charliepownall.com CPC&
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