Transforming Cities Using Social Media Charlene Li Altimeter Group July 30, 2009

What citizen engagement often looks like today

Meet Dave Carroll Source: davecarrollmusic.com

Welcome to the Groundswell A power shift, catalyzed by social technologies When people get what they need from each other

Technologies can be confusing Source: Wordle.net

It’s about the relationship

What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies

Goals define your strategy

Always start with Learn

Google blog search

Twitter search shows real-time topics

Radian6.com creates monitoring dashboards on keywords/topics

Dialog with your community

Go to where your citizens are living online http://www.greatestcityofall.com/

Cities don’t blog, people do http://www.cityofventura.net/cmblog/ http://www.schipskedistrict5journal.com/ http://www.brisbaneca.blogspot.com/

Facebook is about dialog, not messaging http://www.facebook.com/fortcollins

Note the tone, replying, and “retweeting” Asking for feedback

Manor, TX uses QR codes to engage http://www.cityofmanor.org/smarttour/

Help your members support each other

Support from Frank Eliason, Comcast Be proactive in your support

311 support on Twitter http://twitter.com/sf311 Private message sent via direct message

San Jose signed with CitySourced to provide 311 service Take a photo Add details like type of problem Backend for support & analytics

Goals define your strategy

Starbucks innovates across the organization

http://daviswiki.org/

Getting started “ We don’t have the time, money, or people.” “ People will abuse it.” “ Our execs/boards are short-term focused.” “ IT/Legal won’t let us.” “ I’m afraid of losing control.” What’s stopping you?

#1 Start small, and start now Audience Goal Revolutionary

Deal with different mindsets Find the “moments of truth” and “moments of crisis” for each mindset

#2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals

Example “micro” metrics

Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value

#3 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.

Wal-mart failed many, many times

Buyer blog hit the right note

#4 Give up the need to be in control Photo: Kantor, http://www.flickr.com/photos/kantor

Deciding how open to be

How to give up control and be in command The Sandbox Covenant

Social media policy template Encouragement and support Why policy is needed Cases when it will be used, distributed Oversight, notifications, and legal implications Guidelines Identity and transparency Responsibility Confidentiality Judgment and common sense Best practices Tone Expertise Respect Quality Additional resources Training Press referrals Escalation Policy examples available at wiki.altimetergroup.com

Encouragement and support

Why policy is needed

Cases when it will be used, distributed

Oversight, notifications, and legal implications

Guidelines

Identity and transparency

Responsibility

Confidentiality

Judgment and common sense

Best practices

Tone

Expertise

Respect

Quality

Additional resources

Training

Press referrals

Escalation

Policy examples available at wiki.altimetergroup.com

The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook

Summary Focus on the relationships, not the technologies Start by learning from the conversations Prepare to let go … … of the control you never had

Focus on the relationships, not the technologies

Start by learning from the conversations

Prepare to let go …

… of the control you never had

Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please email info@altimetergroup.com. Copyright © 2009 Altimeter Group