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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 & 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&
#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 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&
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 6201
charliepownall.com
@cpownall
charliepownall.com© 2015 CPC & Associates Ltd. All rights reserved

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Online Community Engagement for Government

Editor's Notes

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