Online Community Engagement For Government

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ONLINE COMMUNITY ENGAGEMENT FOR GOVERNMENT Charlie Pownall Singapore, Hong Kong – April 2014

description

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

Transcript of Online Community Engagement For Government

Page 1: Online Community Engagement For Government

ONLINECOMMUNITY

ENGAGEMENTFOR

GOVERNMENT

Charlie Pownall Singapore, Hong Kong – April 2014

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Social media seduction

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Social seduction?

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What we’re covering today

WHY HOW PITFALLS

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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

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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

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

Challenging communications environment

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

A wealth of opportunities

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Government use of social media

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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

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#1 – Listen, listen, listen

INSIGHTS & IDEAS

RELATIONSHIPS & DIALOGUE

RISKS & INCIDENTS

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#2

– Fo

cus o

n th

ose

that

matt

er

Source: Salter Baxter

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#2

– Fo

cus o

n th

ose

that

matt

er

RESPOND CO-OPERATE

MONITOR ENGAGE

-

WIL

LIN

GNES

S TO

CO

-OPE

RATE

+

- INFLUENCE +

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#3 – Forge long-term relationships

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#4

– Sh

ow, d

on’t

tell

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#5

– Pr

ovid

e co

ntex

t

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#6

– Ac

tivel

y so

licit

feed

back

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#7 – Create sense of ownership

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Beware the pitfalls

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

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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 +

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Responding to online comments

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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

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QUESTIONS?COMMENTS?

SUGGESTIONS?