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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 ...
• Raise awareness
• Drive/change behaviour
• Drive transactions
• Forge consensus
• Enhance/protect reputation
A wealth of...
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 co...
#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&
#3–Forgelong-termrelationships
16
CPC&
#4–Show,don’ttell
17
CPC&
#5–Providecontext
18
CPC&
#6–Activelysolicitfeedback
19
CPC&
#7–Createsenseofownership
20
CPC&
Beware the pitfalls
• Rhetoric not matching reality
• Pushing too hard
• Not listening
• Not managing expectations
• Not f...
Assessing online reputation risks
MODERATE
High likelihood,
low impact
SEVERE
High likelihood,
high impact
LOW
Low likelih...
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 f...
QUESTIONS?
COMMENTS?
CPC&
26
THANK YOU
CPC & Associates Ltd
3/F Nam Wo Hong Building
148 Wing Lok Street
Hong Kong
cp@charliepownall.com
+852 6013 6...
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Online Community Engagement For Government

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

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Online Community Engagement For Government

  1. 1. ONLINE COMMUNITY ENGAGEMENT FOR GOVERNMENT SINGAPORE, HONG KONG | April 2014Charlie Pownall | CPC & Associates Ltd CPC&
  2. 2. Social media seduction © 2015 CPC & Associates Ltd. All rights reserved 2 CPC&
  3. 3. Social seduction? © 2015 CPC & Associates Ltd. All rights reserved 3 CPC&
  4. 4. © 2015 CPC & Associates Ltd. All rights reserved 4 CPC&
  5. 5. © 2015 CPC & Associates Ltd. All rights reserved 5 CPC&
  6. 6. © 2015 CPC & Associates Ltd. All rights reserved 6 CPC&
  7. 7. © 2015 CPC & Associates Ltd. All rights reserved 7 CPC&
  8. 8. What we’re covering today WHY HOW PITFALLS © 2015 CPC & Associates Ltd. All rights reserved 8 CPC&
  9. 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&
  10. 10. • 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&
  11. 11. Government use of social media © 2015 CPC & Associates Ltd. All rights reserved 11 CPC&
  12. 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. 13. #1–Listen,listen,listen INSIGHTS & IDEAS RELATIONSHIPS & DIALOGUE RISKS & INCIDENTS 13 CPC&
  14. 14. #2–Focusonthosethatmatter Source: Salter Baxter 14 CPC&
  15. 15. #2–Focusonthosethatmatter RESPOND CO-OPERATE MONITOR ENGAGE -WILLINGNESSTOCO-OPERATE+ - INFLUENCE + 15 CPC&
  16. 16. #3–Forgelong-termrelationships 16 CPC&
  17. 17. #4–Show,don’ttell 17 CPC&
  18. 18. #5–Providecontext 18 CPC&
  19. 19. #6–Activelysolicitfeedback 19 CPC&
  20. 20. #7–Createsenseofownership 20 CPC&
  21. 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. 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&
  23. 23. Responding to online comments © 2015 CPC & Associates Ltd. All rights reserved 23 CPC&
  24. 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. 25. QUESTIONS? COMMENTS? CPC&
  26. 26. 26 THANK YOU CPC & Associates Ltd 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong cp@charliepownall.com +852 6013 6201 charliepownall.com @cpownall charliepownall.com© 2015 CPC & Associates Ltd. All rights reserved

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