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presentasi di akademi berbagi 27 okt 2011
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ONLINE COMMUNITY ENGAGEMENT
The “FLEE” Model
• Find your evangelists • Listen to them actively and
take them seriously• Engage them in one-to-one and
many-to-many conversations• Empower them to find each
other and achieve
Know where to find them
Understand Where the Watering Holes Are
Set Up the Infrastructure to Mine the Conversations
http://bloglevel.edelman.com/
http://tweetlevel.edelman.com/
Determine Who Are Your Evangelists/Vigilantes
Who are these people?
These are not the droids you’re looking for
Listen
Mine the Conversations
Understand the Common Threads of Conversation
Figure Out What They Want
Develop insights that help you ideate and take the next steps
Engage
Explore Their Universe
Participate In Their World
Learn the Language and Converse
Be Open to Talking and Learning
Empower
Help the Communities achieve something they might not be able to on their own
Develop programs that get them spreading the buzz to others
Give the community leaders a role in in your program
Start the Conversation
Online Citizenship & Ethics
Don’t Pitch, Participate• Community participation is a key measure of
credibility– Do you participate? Do your competitors?– Do you provide thoughtful comments or
posts?– Can you be considered an expert or an
informed source in your field?
Mind The World’s Longer Memory• Google, Blogpulse, and
Technorati index, archive, and preserve online history… and make it accessible!
• Treat your posts/comments as if you’ll find them in Lexis/Nexis ten years from now
You Knew The Rules Before• The following were all
bad things before social media came to be:– Libel, slander – Breach of confidentiality– Discussing partners or
colleagues in an unflattering manner
– Otherwise unprofessional or inappropriate behavior
Write Well
• Writing is the user-interface of the communications world
• Observe how other online community members write
• Remain professional, yet be sure to develop your own voice and style – leave the jargon behind
Be Authentic• Don’t misrepresent…– …who you are– …who you work
for/with– …what your personal/
professional interest is in communicating
Be Thoughtful• Add value to the discussion• Don’t just funnel raw
information or PR-generated materials
• What do you have to say?
Be Thoughtful
Facts you can get anywhere. Online community members demand and deserve context!
Facts you can get anywhere. Online community members demand and deserve context!
Press Release
Be Accurate• Support your views by citing and linking to credible sources• Demonstrate you know all sides of an issue while representing your
company’s interests• Take time to construct an argument
40
40
Claim
Support
Warrant BackingRebuttal
This model forces you to construct such an argument.
This model forces you to construct such an argument.
Pay Attention• Inform yourself and
your opinions• Keep up with the blogs
and online news sources that drive your community of interest.
• Make thoughtful comments and postings where appropriate
• Be prepared to act quickly
Pay Attention
RSS allows you to follow multiple sources.Free tools allow you to track conversation trends.
Respect The Record
• Do not alter or delete posts or comments after they’ve gone online
• Exceptions– The item clearly violates a published policy on the
site– The item is slanderous, foul, vile, lewd, crude,
lascivious, • Update the post if circumstances require– Corrected facts– Updated information
Always indicate if a change has been made!
Respect The Record
Respect Privacy• Know the difference
between a private person, a public person, and a limited-purpose public person
• Well-tested media law forbids you from “bootstrapping”: making a private person a public one for the sake of discussion
Argument Is Fine, Quarrelling Isn’t
A discussion in which disagreement is expressed; a debate.
An angry dispute; an altercation.
ar-gu-ment
quar-rel
• You won’t agree with everyone in online communities
• Feel free to voice those disagreements, but don’t pick fights
Forget About “Control”• The world is moving from
“lecture” to “conversation”
• No one likes someone who tries to “control” a conversation
• You can still operate with your interests in mind
It’s Okay To Have A Personality Now
• You’ve spent your career writing press releases, well now’s your chance!
• Online citizens with a singular voice have won hearts and minds
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The Complete List
1. Don’t pitch, participate2. Mind the world’s longer memory3. You knew the rules before4. Write well5. Be authentic6. Be thoughtful7. Be accurate8. Pay attention9. Respect the record10. Respect privacy11. Argument is fine; quarreling is not12. Forget about “control”13. It’s okay to have a personality now
the H O N E S T Y
Honesty Of Relationship
• Don’t shill• Don’t go undercover• Comply with regulations
Honesty Of Opinion
• It’s all about mutual respect• Your opinion is your opinion;• Feel free to share it, but
please… • Let others form and express
their own
Honesty Of Identity
• Kids can play dress up andhave make believe friends;we can’t
• Please practice full disclosure