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 Loy...
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.bris...
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 ...
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 fo...
#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 rev...
#3 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare eve...
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 <ul><li>Encouragement and support </li></ul><ul><li>Why policy is needed </li></ul><ul><ul><l...
The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook
Summary <ul><li>Focus on the relationships,  not the technologies </li></ul><ul><li>Start by learning from the conversatio...
Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli If you would like a cop...
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Transforming Cities With Social Media

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League of California Cities annual meeting presentation by Charlene Li, September 17, 2009

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  • http://www.youtube.com/watch?v=5YGc4zOqozo
  • http://www.greatestcityofall.com/
  • http://www.facebook.com/fortcollins
  • http://twitter.com/wsdot
  • http://www.statesman.com/search/content/news/stories/local/2009/07/06/0706manor.html http://www.cio.com/article/500347/A_Small_Texas_Town_Gets_Smart_with_Phones http://www.govtech.com/tt/583803 http://www.flickr.com/photos/cityofmanor/2780890639/in/photostream/
  • 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”.
  • http://flickr.com/photos/kantor/2279534438/
  • Transforming Cities With Social Media

    1. Transforming Cities Using Social Media Charlene Li Altimeter Group July 30, 2009
    2. What citizen engagement often looks like today
    3. Meet Dave Carroll Source: davecarrollmusic.com
    4. Welcome to the Groundswell A power shift, catalyzed by social technologies When people get what they need from each other
    5. Technologies can be confusing Source: Wordle.net
    6. It’s about the relationship
    7. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
    8. Goals define your strategy
    9. Always start with Learn
    10. Google blog search
    11. Twitter search shows real-time topics
    12. Radian6.com creates monitoring dashboards on keywords/topics
    13. Dialog with your community
    14. Go to where your citizens are living online http://www.greatestcityofall.com/
    15. Cities don’t blog, people do http://www.cityofventura.net/cmblog/ http://www.schipskedistrict5journal.com/ http://www.brisbaneca.blogspot.com/
    16. Facebook is about dialog, not messaging http://www.facebook.com/fortcollins
    17. Note the tone, replying, and “retweeting” Asking for feedback
    18. Manor, TX uses QR codes to engage http://www.cityofmanor.org/smarttour/
    19. Help your members support each other
    20. Support from Frank Eliason, Comcast Be proactive in your support
    21. 311 support on Twitter http://twitter.com/sf311 Private message sent via direct message
    22. San Jose signed with CitySourced to provide 311 service Take a photo Add details like type of problem Backend for support & analytics
    23. Goals define your strategy
    24. Starbucks innovates across the organization
    25. http://daviswiki.org/
    26. 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?
    27. #1 Start small, and start now Audience Goal Revolutionary
    28. Deal with different mindsets Find the “moments of truth” and “moments of crisis” for each mindset
    29. #2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals
    30. Example “micro” metrics
    31. 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
    32. #3 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.
    33. Wal-mart failed many, many times
    34. Buyer blog hit the right note
    35. #4 Give up the need to be in control Photo: Kantor, http://www.flickr.com/photos/kantor
    36. Deciding how open to be
    37. How to give up control and be in command The Sandbox Covenant
    38. Social media policy template <ul><li>Encouragement and support </li></ul><ul><li>Why policy is needed </li></ul><ul><ul><li>Cases when it will be used, distributed </li></ul></ul><ul><ul><li>Oversight, notifications, and legal implications </li></ul></ul><ul><li>Guidelines </li></ul><ul><ul><li>Identity and transparency </li></ul></ul><ul><ul><li>Responsibility </li></ul></ul><ul><ul><li>Confidentiality </li></ul></ul><ul><ul><li>Judgment and common sense </li></ul></ul><ul><li>Best practices </li></ul><ul><ul><li>Tone </li></ul></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>Respect </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><li>Additional resources </li></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Press referrals </li></ul></ul><ul><ul><li>Escalation </li></ul></ul><ul><li>Policy examples available at wiki.altimetergroup.com </li></ul>
    39. The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook
    40. Summary <ul><li>Focus on the relationships, not the technologies </li></ul><ul><li>Start by learning from the conversations </li></ul><ul><li>Prepare to let go … </li></ul><ul><ul><li>… of the control you never had </li></ul></ul>
    41. 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

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