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

1. ONLINE
COMMUNITY
ENGAGEMENT
FOR
GOVERNMENT
SINGAPORE, HONG KONG | April 2014Charlie Pownall | CPC & Associates Ltd
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2. Social media seduction
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3. Social seduction?
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8. What we’re covering today
WHY HOW PITFALLS
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9. • Skeptical & vocal customers/stakeholders
• Transparency & accountability demands
• Service quality expectations
• Speed & control
• Intermediaries
• Gen Y
Challenging communications environment
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10. • Raise awareness
• Drive/change behaviour
• Drive transactions
• Forge consensus
• Enhance/protect reputation
A wealth of opportunities
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11. Government use of social media
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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
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13. #1–Listen,listen,listen
INSIGHTS & IDEAS
RELATIONSHIPS
& DIALOGUE
RISKS & INCIDENTS
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14. #2–Focusonthosethatmatter
Source: Salter Baxter
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15. #2–Focusonthosethatmatter
RESPOND CO-OPERATE
MONITOR ENGAGE
-WILLINGNESSTOCO-OPERATE+
- INFLUENCE +
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16. #3–Forgelong-termrelationships
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17. #4–Show,don’ttell
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18. #5–Providecontext
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19. #6–Activelysolicitfeedback
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20. #7–Createsenseofownership
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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
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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 +
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23. Responding to online comments
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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.
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25. QUESTIONS?
COMMENTS?
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26. CONNECT WITH ME:
@cpownall
charliepownall.com
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