TomLiacas-Stakeholder-2point0-Social-Media-Q+A
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about.me/tliacas Tom Liacas, 2014 STAKEHOLDER ENGAGEMENT 2 . 0 The social media Q+A model
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A model for large-scale public engagement using social media channels to field questions from the public regarding hotly-debated industrial projects. Industry is most often the initiator and funder of the approach and is responsible for gathering questions and providing timely answers through social media channels Exchanges between public and industry are then amplified using paid online advertising to reach the largest audience possible.
Transcript of TomLiacas-Stakeholder-2point0-Social-Media-Q+A
about.me/tliacas
Tom Liacas, 2014
STAKEHOLDERENGAGEMENT 2.0
The social media Q+A model
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2Tom Liacas
1. CONTEXT &BACKGROUND
Online Dialogue Strategies
3WHAT IS THE SOCIAL MEDIA Q+A MODEL?
3Tom Liacas Online Dialogue Strategies
A model for large-scale public engagement using social media channels to enable Q+A between different stakeholders around hotly debated issues
Exchanges between stakeholders are then amplified using paid online advertising to reach the largest audience possible
This approach was originally tried and tested on large-scale Canadian collective debates around energy, pipelines, forestry and mining projects
3WHAT ARE THE BENEFITS OF THIS APPROACH?
4Tom Liacas
Proven track record enabling productive engagement of moderates in otherwise highly polarized situations
Open and transparent nature of Q+A process empowers stakeholders and builds a significantly higher trust and participation quotient into the process
Amplification of content to hundreds of thousands, if not millions through social networks, increases chances of far-reaching transformative effects with regards to bridging divides and creating appreciation for all sides of an issue
Online Dialogue Strategies
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5Tom Liacas
2. ELEMENTS OFTHE APPROACH
Online Dialogue Strategies
3FRAMING THE DEBATE
6Tom Liacas
Debate must be framed openly to ensure wider adoption ie. critics must feel welcome
Debate rules and intentions must be presented as openly and transparently as possible to avoid dismissal as an orchestrated frameup
Source: BCFTP Blog
Online Dialogue Strategies
3OPENING ONLINE DEBATE CHANNELS
7Tom Liacas
Open branded channels for the debate wherever your audience can be found in good numbers
Use the relative strengths of each social network to amplify content and draw new stakeholders into the debate
Setting up a proprietary site, ie. a blog, is a must for publishing long form discussions
Online Dialogue Strategies
3COMPILING Q+A CONTENT
8Tom Liacas
Requires prior inventory of most widely stated public questions and concerns
A Q+A task force, including subject matter experts from all angles of the debate, needs to be created
Timing is essential: Workflow must be created so that peoples’ questions are answered as rapidly as possible
Online Dialogue Strategies
3MODERATING ONLINE EXCHANGES
9Tom Liacas
Solid House Rules are a must for keeping exchanges productive
A Moderation Protocol is needed to ensure that all participants are treated equally and to avoid missteps by juniors moderating the pages
Protocols for dealing with disruptive behavior (trolling) are required as debate sites are often targeted for such activities
Online Troll Symbol
Online Dialogue Strategies
3AMPLIFYING CONTENT REACH
10Tom Liacas
Content marketing approach applied throughout process to maximize reach
Direct outreach must be done to engage audience sectors that are most likely to share debate content
Paid content promotion on social networks propels Q+A content far beyond direct audiences
Viral Content
Online Dialogue Strategies
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3. CASE STUDIES
Online Dialogue Strategies
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MinesQC.comINITIATORMinalliance (Quebec)
DETAILS•Open public space for debate around mining projects in Quebec•Main Q+A site with multi-author blog and social channels for dissemination• Discussion is led by questions submitted by public•Industry representatives and government subject matter experts answer questions
CASE STUDY 1
Tom Liacas Online Dialogue Strategies
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CASE STUDY 1
Tom Liacas Online Dialogue Strategies
INITIATORResolute Forest Products
DETAILS• Open public space for debate around sustainable use of Québec Boréal forest resources•Online-offline approach that complements public assemblies with Resolute CEO Richard Garneau and research piece made public• Online platform becomes major channel of influence on the issue, drawing wide base of public interest
ForumBoréal.com
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14Tom Liacas
4. ABOUT THE PRESENTER
Online Dialogue Strategies
3About Tom Liacas.
15Tom Liacas
From digital activist to online dialogue
pioneer…
His career path has led him from managing social and
environmental advocacy campaigns to pioneering branded
social marketing campaigns and launching the world’s first
large-scale online stakeholder engagement systems
Fomer Campaigns Manager at Adbusters, originators of the Occupy Wall Street concept
Co-founder of Engagement Labs, a social media marketing agency and co-creator of eValue, its patented social media performance software
Keynote Speaker at global conferences on grassroots social network movements
Blogger at www.socialdisruptions.com (to counsel old powers) and www.socialforsurvival.com (to help save the planet)
Online Dialogue Strategies
LET’S STAY IN TOUCH:
[email protected]@TOMLIACASlinkedin.com/in/tomliacas
THANKSFOR WATCHING!
16Tom Liacas Online Dialogue Strategies
