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

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

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

6. Technologies can be confusing Source: Wordle.net

7. It’s about the relationship

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

9. Goals define your strategy

10. Always start with Learn

11. Google blog search

12. Twitter search shows real-time topics

13. Radian6.com creates monitoring dashboards on keywords/topics

14. Dialog with your community

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

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

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

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

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

20. Help your members support each other

21. Support from Frank Eliason, Comcast Be proactive in your support

22. 311 support on Twitter http://twitter.com/sf311 Private message sent via direct message

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

24. Goals define your strategy

25. Starbucks innovates across the organization

26. http://daviswiki.org/

27. 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?

28. #1 Start small, and start now Audience Goal Revolutionary

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

30. #2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals

31. Example “micro” metrics

32. 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

33. #3 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.

34. Wal-mart failed many, many times

35. Buyer blog hit the right note

36. #4 Give up the need to be in control Photo: Kantor, http://www.flickr.com/photos/kantor

37. Deciding how open to be

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

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

42. 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