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Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Effective use of social media to build support for anti-corruption work.
Independent Commission Against Corruption, Hong Kong December 09, 2011
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
It’s not easy to hit the headlines…
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Lethargy (mostly) rules
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
How motivate people &
sustain momentum?
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Key principles
# 1 – Create emotional connection # 2 – Make it meaningful # 3 – Create sense of ownership # 4 – Make it trustworthy # 5 – Make it credible # 6 – Be sincere # 7 – Make it simple # 8 – Deploy all channels # 9 – Facilitate face-to-face # 10 – Think long-term
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#1 Create emotional connection
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#3 Create sense of ownership
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#5 Make it credible - open data
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#9 Facilitate face-to-face
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Thank you.
Charlie Pownall
Lead Digital Strategist
Burson-Marsteller Asia-Pacific
http://twitter.com/cpownall
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