ONLINECOMMUNITY

ENGAGEMENTFOR

GOVERNMENT

Charlie Pownall Singapore, Hong Kong – April 2014

Social media seduction

Social seduction?

http://oliveventures.com.sg/act/2013/02/07/nmp-faizah-jamals-full-speech-on-population-white-paper-land-use-2030/

https://www.facebook.com/CE2017

http://www.blog.generalmills.com/2014/04/explaining-our-website-privacy-policy-and-legal-terms/

What we’re covering today

WHY HOW PITFALLS

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

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

• Skeptical & vocal customers/stakeholders• Transparency & accountability demands• Service quality expectations• Speed & control• Intermediaries• Gen Y

Challenging communications environment

• Raise awareness• Drive/change behaviour• Drive transactions• Forge consensus• Enhance/protect reputation

A wealth of opportunities

Government use of social media

1. Listen, listen, listen2. Focus on those that matter3. Forge long-term relationships4. Show, don’t tell5. Provide context6. Actively solicit feedback7. Create sense of ownership

7 principles for online engagement

#1 – Listen, listen, listen

INSIGHTS & IDEAS

RELATIONSHIPS & DIALOGUE

RISKS & INCIDENTS

#2

– Fo

cus o

n th

ose

that

matt

er

Source: Salter Baxter

#2

– Fo

cus o

n th

ose

that

matt

er

RESPOND CO-OPERATE

MONITOR ENGAGE

-

WIL

LIN

GNES

S TO

CO

-OPE

RATE

+

- INFLUENCE +

#3 – Forge long-term relationships

#4

– Sh

ow, d

on’t

tell

#5

– Pr

ovid

e co

ntex

t

#6

– Ac

tivel

y so

licit

feed

back

#7 – Create sense of ownership

Beware the pitfalls

• Rhetoric not matching reality• Pushing too hard• Not listening• Not managing expectations• Not framing discussions properly• Poor moderation• Unprepared for risks

Assessing online reputation risks

MODERATEHigh likelihood,

low impact

SEVEREHigh likelihood,

high impact

LOWLow likelihood,

low impact

HIGHLow likelihood,

high impact-

Lik

elih

ood

of is

sue/

risk

+

- Impact of issue/risk +

Responding to online comments

Recap

1. Listen, listen, listen2. Focus on those that matter3. Show, don’t tell4. Provide context5. Actively solicit feedback6. Create sense of ownership7. Forge long-term relationships

QUESTIONS?COMMENTS?

SUGGESTIONS?

CONNECT WITH ME:@cpownallcharliepownall.com