Effective use of social media to build support for anti corruption work
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Effective use
of social
media to
build
support for
anticorruption
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
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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
#2 Make it meaningful
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#3 Create sense of ownership
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#4 Make it trustworthy
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#5 Make it credible
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#5 Make it credible - open data
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#6 Be sincere
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#7 Make it simple
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#8 Deploy all channels
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#9 Facilitate face-to-face
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
#10 Think long-term
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Thank you.
Charlie Pownall
Lead Digital Strategist
Burson-Marsteller Asia-Pacific
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Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
