Social Engagement. 15 Tips From The Trenches

•Transferir como PPTX, PDF•

0 gostou•580 visualizações

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&

Mais conteúdo relacionado

Semelhante a Social Engagement. 15 Tips From The Trenches

Social Media for Thought LeadershipCharlie Pownall

On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...Edge Global Media Group

We Have Met The Enemy - He is Us - The human factor in project failurePeter Salmon

How To Develop Social Media StrategyCharlie Pownall

Online Communities: Revenue Drivers or Dead Zones?Influitive

Scaling SEO Within an AgencyRichard Chavez

Project requirements presentationBeckie Palmer

6 Common Influencer Marketing MistakesCarusele

Top 10 Risks for BusinessesTraklight.com

Business plan a++Atul Kumar

Cyber Crime: Preparing Your Organization for the New NormalSandra Fathi

NRF slides on trendsPeter Cosgrove

Creating Trust for the Internet of ThingsPECB

Q2 Quarterly Investment Briefing 2018 - Engine ShedBriony Phillips

Living on the edge - FInding a Competitive Edge in Turbulent TimesTom Hood, CPA,CITP,CGMA

Snap jan-2015-investor-deck-1Kate Teslya

Silicon Peel Meetup #12Ric Centre

Managing a Hack: Orchestrating Incident Response to Preserve Brand ReputationSandra Fathi

How The Next-Gen Merchant Software Penetrates Ancient MarketStoic Advantage, LLC.

MR 15 NetworkRobin Paul

Semelhante a Social Engagement. 15 Tips From The Trenches (20)

Social Media for Thought Leadership

On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...

We Have Met The Enemy - He is Us - The human factor in project failure

How To Develop Social Media Strategy

Online Communities: Revenue Drivers or Dead Zones?

Scaling SEO Within an Agency

Project requirements presentation

6 Common Influencer Marketing Mistakes

Top 10 Risks for Businesses

Business plan a++

Cyber Crime: Preparing Your Organization for the New Normal

NRF slides on trends

Creating Trust for the Internet of Things

Q2 Quarterly Investment Briefing 2018 - Engine Shed

Living on the edge - FInding a Competitive Edge in Turbulent Times

Snap jan-2015-investor-deck-1

Silicon Peel Meetup #12

Managing a Hack: Orchestrating Incident Response to Preserve Brand Reputation

How The Next-Gen Merchant Software Penetrates Ancient Market

MR 15 Network

Mais de Charlie Pownall

Transparent AICharlie Pownall

TalkTalk Data Breach Case StudyCharlie Pownall

Maersk Notpetya Crisis Response Case StudyCharlie Pownall

Risky Business: The Whys and Hows of Effective Reputational Risk ManagementCharlie Pownall

How to handle data breach incidents under GDPRCharlie Pownall

GDPR: Data Breach Notification and CommunicationsCharlie Pownall

Plans Are Useless - Preparing for & Responding to a Crisis in the Digital AgeCharlie Pownall

Boxing Clever: How to Safeguard your Company's Reputation OnlineCharlie Pownall

Building Trust and a Healthy Reputation from the Get-goCharlie Pownall

An Introduction to The New Crisis CommunicationsCharlie Pownall

Managing Online Reputation. How to Protect Your Company on Social MediaCharlie Pownall

No Time to Think. How to Respond to Negative Situations Using Social MediaCharlie Pownall

Social Media for Crisis CommunicationsCharlie Pownall

Top Social Media #Fails in Asia - 2013Charlie Pownall

Citizen Journalism: Challenges & Opportunities for Governments & CompaniesCharlie Pownall

Mais de Charlie Pownall (15)

Transparent AI

TalkTalk Data Breach Case Study

Maersk Notpetya Crisis Response Case Study

Risky Business: The Whys and Hows of Effective Reputational Risk Management

How to handle data breach incidents under GDPR

GDPR: Data Breach Notification and Communications

Plans Are Useless - Preparing for & Responding to a Crisis in the Digital Age

Boxing Clever: How to Safeguard your Company's Reputation Online

Building Trust and a Healthy Reputation from the Get-go

An Introduction to The New Crisis Communications

Managing Online Reputation. How to Protect Your Company on Social Media

No Time to Think. How to Respond to Negative Situations Using Social Media

Social Media for Crisis Communications

Top Social Media #Fails in Asia - 2013

Citizen Journalism: Challenges & Opportunities for Governments & Companies

Último

How to Get Started in Social Media for Art League CityEric T. Tung

WheelTug Short Pitch Deck 2024 | Byond InsightsHector Del Castillo, CPM, CPMM

GUWAHATI 💋 Call Girl 9827461493 Call Girls in Escort service book nowkapoorjyoti4444

Lundin Gold - Q1 2024 Conference Call Presentation (Revised)Adnet Communications

Putting the SPARK into Virtual Training.pptxCynthia Clay

Katrina Personal Brand Project and portfolio 1kcpayne

QSM Chap 10 Service Culture in Tourism and Hospitality Industry.pptxDitasDelaCruz

New 2024 Cannabis Edibles Investor Pitch Deck TemplateCannaBusinessPlans

Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting

CROSS CULTURAL NEGOTIATION BY PANMISEM NSpanmisemningshen123

Kalyan Call Girl 98350*37198 Call Girls in Escort service book nowranineha57744

Berhampur 70918*19311 CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDINGpr788182

Paradip CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDINGpr788182

Buy gmail accounts.pdf buy Old Gmail AccountsBuy Verified Cash App Account

Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...meghakumariji156

Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...Falcon Invoice Discounting

Marel Q1 2024 Investor Presentation from May 8, 2024Marel

PHX May 2024 Corporate Presentation FinalPanhandleOilandGas

Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistanvineshkumarsajnani12

Mckinsey foundation level Handbook for ViewingNauman Safdar

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

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Social Engagement. 15 Tips From The Trenches

Semelhante a Social Engagement. 15 Tips From The Trenches (20)

Mais de Charlie Pownall

Mais de Charlie Pownall (15)

Último

Último (20)

Social Engagement. 15 Tips From The Trenches

Notas do Editor