Social engagement 15 tips from the trenches
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CPC&
ONLINE
COMMUNITY
ENGAGEMENT
FOR
GOVERNMENT
Charlie Pownall | CPC & Associates Ltd
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
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HOW
PITFALLS
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Challenging communications environment
•
•
•
•
•
•
Skeptical & vocal customers/stakeholders
Transparency & accountability demands
Service quality expectations
Speed & control
Intermediaries
Gen Y
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A wealth of opportunities
•
•
•
•
•
Raise awareness
Drive/change behaviour
Drive transactions
Forge consensus
Enhance/protect reputation
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Government use of social media
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7 principles for online engagement
1.
2.
3.
4.
5.
6.
7.
Listen, listen, listen
Focus on those that matter
Forge long-term relationships
Show, don’t tell
Provide context
Actively solicit feedback
Create sense of ownership
© 2015 CPC & Associates Ltd. All rights reserved
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INSIGHTS & IDEAS
#1 –
Listen,
listen,
listen
RELATIONSHIPS
& DIALOGUE
RISKS & INCIDENTS
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#2 – Focus on those that mater
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Source: Salter Baxter
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RESPOND
CO-OPERATE
MONITOR
ENGAGE
WILL
ING
NESS
#2 – Focus on those that mater
TO
COOPE
RATE
+
-
INFLUENCE
+
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#3 –
Forge
longterm
relatio
nships
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#4 – Show, don’t tell
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#5 – Provide context
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#6 – Actively solicit feedback
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#7 –
Create
sense
of
owner
ship
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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
MODERATE
SEVERE
High likelihood,
High likelihood,
low impact
high impact
/risk
LOW
HIGH
+
Low likelihood,
Low likelihood,
low impact
high impact
Likeli
hood
of
issue
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Impact of issue/risk
+
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Responding to online comments
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Recap
1.
2.
3.
4.
5.
6.
7.
8.
Listen, listen, listen
Focus on those that matter
Show, don’t tell
Provide context
Actively solicit feedback
Create sense of ownership
Forge long-term relationships
Beware the pitfalls and manage the risks.
© 2015 CPC & Associates Ltd. All rights reserved
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QUESTIONS?
COMMENTS?
