Government is beginning to experiment with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global and a major part of President Obama's transparency initiatives, it is unstoppable, it affects every industry and it is utterly foreign to some government agencies running things now.
When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them.
The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
Source: Screenshot taken from demonstration
Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.
Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
Transcript of "Innovating With Social Media In Government"
Innovating With Social Media
May 18, 2009
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Is this what social media is about?
3 Source: Wordle.net
The Engagement Pyramid dives deeper
• Edit a wiki – <1%*
• Moderate a forum – <1%
• Write in a blog – 21%
• Upload a video – 18%
• Write in a discussion forum – 47%*
• Rate a product or service – 32%**
Commenters • Comment on a blog post – 22%**
• Share online video – 37%
Sharers • Update profile – 35%
• Upload photos – 23%
• Watch online video – 59%
Watchers • Read blogs – 48%
• Download podcasts – 23%
Source: Universal McCann Social Media Tracker Wave 3, March 2008
*Source: Wiki data from Wetpaint, forum data from Lithium Technologies
**Source: Pew Internet & American Life Project Tracking surveys
#1 Have the courage to engage
Deal with different
social media mindsets
Fearful Cautious Realist Transparent
Skeptic Tester Optimist Evangelist
Find the “moments of faith” and
“moments of crisis” for each mindset
Convincing your curmudgeon
“It’s a fad and
waste of time.”
- Make it real.
“There’s no ROI.”
- Tie it to goals.
“It’s way too
- Develop worst
#2 Measure the right things
Use the same
metrics as your
Example “micro” metrics
Goal Metric Value
Learn # of customer Impact of faster,
feedback better insights
Dialog # of comments Greater loyalty
# of referrals Faster, more closes
Help # of issues addressed Increased satisfaction
Innovate # of implemented Faster development
Higher order metrics to consider
Net Promoter Score
How likely are you to
recommend this to someone
Cost of acquisition
Cost of retention
Customer referral value (CRV)
#4 Fail fast, fail smart
Identify the top 5-10 worst
Develop mitigation and
Prepare everyone for the