Social Engagement. 15 Tips From The Trenches

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Organisations must place customer service alongside marketing and PR at the social media table. Some basic tips on online customer service and community management.

Negócios

ONLINE
COMMUNITY
ENGAGEMENT
FOR
GOVERNMENT
SINGAPORE, HONG KONG | April 2014Charlie Pownall | CPC & Associates Ltd
CPC&

Social media seduction
© 2015 CPC & Associates Ltd. All rights reserved 2
CPC&

Social seduction?
© 2015 CPC & Associates Ltd. All rights reserved 3
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 4
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 5
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 6
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 7
CPC&

What we’re covering today
WHY HOW PITFALLS
© 2015 CPC & Associates Ltd. All rights reserved 8
CPC&

• Skeptical & vocal customers/stakeholders
• Transparency & accountability demands
• Service quality expectations
• Speed & control
• Intermediaries
• Gen Y
Challenging communications environment
© 2015 CPC & Associates Ltd. All rights reserved 9
CPC&

• Raise awareness
• Drive/change behaviour
• Drive transactions
• Forge consensus
• Enhance/protect reputation
A wealth of opportunities
© 2015 CPC & Associates Ltd. All rights reserved 10
CPC&

Government use of social media
© 2015 CPC & Associates Ltd. All rights reserved 11
CPC&

1. Listen, listen, listen
2. Focus on those that matter
3. Forge long-term relationships
4. Show, don’t tell
5. Provide context
6. Actively solicit feedback
7. Create sense of ownership
7 principles for online engagement
© 2015 CPC & Associates Ltd. All rights reserved 12
CPC&

#1–Listen,listen,listen
INSIGHTS & IDEAS
RELATIONSHIPS
& DIALOGUE
RISKS & INCIDENTS
13
CPC&

#2–Focusonthosethatmatter
Source: Salter Baxter
14
CPC&

#2–Focusonthosethatmatter
RESPOND CO-OPERATE
MONITOR ENGAGE
-WILLINGNESSTOCO-OPERATE+
- INFLUENCE +
15
CPC&

Beware the pitfalls
• Rhetoric not matching reality
• Pushing too hard
• Not listening
• Not managing expectations
• Not framing discussions properly
• Poor moderation
• Unprepared for risks
© 2015 CPC & Associates Ltd. All rights reserved 21
CPC&

Assessing online reputation risks
MODERATE
High likelihood,
low impact
SEVERE
High likelihood,
high impact
LOW
Low likelihood,
low impact
HIGH
Low likelihood,
high impact
-Likelihoodofissue/risk+
- Impact of issue/risk +
© 2015 CPC & Associates Ltd. All rights reserved 22
CPC&

Responding to online comments
© 2015 CPC & Associates Ltd. All rights reserved 23
CPC&

Recap
1. Listen, listen, listen
2. Focus on those that matter
3. Show, don’t tell
4. Provide context
5. Actively solicit feedback
6. Create sense of ownership
7. Forge long-term relationships
8. Beware the pitfalls and manage the risks.
© 2015 CPC & Associates Ltd. All rights reserved 24
CPC&

CONNECT WITH ME:
@cpownall
charliepownall.com
© 2015 CPC & Associates Ltd. All rights reserved charliepownall.com
CPC&

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Social Engagement. 15 Tips From The Trenches

1. ONLINE COMMUNITY ENGAGEMENT FOR GOVERNMENT SINGAPORE, HONG KONG | April 2014Charlie Pownall | CPC & Associates Ltd CPC&

9. • Skeptical & vocal customers/stakeholders • Transparency & accountability demands • Service quality expectations • Speed & control • Intermediaries • Gen Y Challenging communications environment © 2015 CPC & Associates Ltd. All rights reserved 9 CPC&

12. 1. Listen, listen, listen 2. Focus on those that matter 3. Forge long-term relationships 4. Show, don’t tell 5. Provide context 6. Actively solicit feedback 7. Create sense of ownership 7 principles for online engagement © 2015 CPC & Associates Ltd. All rights reserved 12 CPC&

13. #1–Listen,listen,listen INSIGHTS & IDEAS RELATIONSHIPS & DIALOGUE RISKS & INCIDENTS 13 CPC&

14. #2–Focusonthosethatmatter Source: Salter Baxter 14 CPC&

15. #2–Focusonthosethatmatter RESPOND CO-OPERATE MONITOR ENGAGE -WILLINGNESSTOCO-OPERATE+ - INFLUENCE + 15 CPC&

16. #3–Forgelong-termrelationships 16 CPC&

17. #4–Show,don’ttell 17 CPC&

18. #5–Providecontext 18 CPC&

19. #6–Activelysolicitfeedback 19 CPC&

20. #7–Createsenseofownership 20 CPC&

21. Beware the pitfalls • Rhetoric not matching reality • Pushing too hard • Not listening • Not managing expectations • Not framing discussions properly • Poor moderation • Unprepared for risks © 2015 CPC & Associates Ltd. All rights reserved 21 CPC&

22. Assessing online reputation risks MODERATE High likelihood, low impact SEVERE High likelihood, high impact LOW Low likelihood, low impact HIGH Low likelihood, high impact -Likelihoodofissue/risk+ - Impact of issue/risk + © 2015 CPC & Associates Ltd. All rights reserved 22 CPC&

24. Recap 1. Listen, listen, listen 2. Focus on those that matter 3. Show, don’t tell 4. Provide context 5. Actively solicit feedback 6. Create sense of ownership 7. Forge long-term relationships 8. Beware the pitfalls and manage the risks. © 2015 CPC & Associates Ltd. All rights reserved 24 CPC&

25. QUESTIONS? COMMENTS? CPC&

Notas do Editor

http://web.mit.edu/newsoffice/2014/democratizing-data-visualization.html

Social Engagement. 15 Tips From The Trenches

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