Innovating With Social Media In Government
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This document discusses strategies for government agencies to effectively use social media. It recommends focusing on building relationships with citizens rather than just using new technologies. A strategic approach is needed, including defining goals, metrics to measure progress, learning from failures, and giving up some control. Engaging citizens on their terms, experimenting, and openly addressing different viewpoints can help agencies innovated through social media dialog.
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Innovating With Social Media In Government
- 2. Innovating With Social Media In Government Charlene Li Altimeter Group May 18, 2009 If you would like a copy of the slides, please leave a business card with me.
- 3. 3 Is this what social media is about? 3 Source: Wordle.net
- 4. 4 It’s about the relationship 4
- 5. 5 Government “with” the people 5
- 6. 6 Focus on relationships, not technologies What kind of relationship do you want? Transactional Passionate Occasional Constant Impersonal Intimate Short-term Loyal 6
- 7. 7 But it’s hard to form relationships 7
- 8. 8 What you need is a strategy What will you do? What won’t you do? 8
- 9. 9 Goals define your strategy Dialog Learn Help Innovate 9
- 10. 10 Learn with monitoring tools 10
- 11. How Oracle encouraged feedback 11
- 12. 12 MG Oates seeks feedback via a blog 12
- 13. 13 The Engagement Pyramid dives deeper • Edit a wiki – <1%* • Moderate a forum – <1% Curators • Write in a blog – 21% • Upload a video – 18% Producers • 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 13
- 14. 14 NSA dialogs and recruits on Facebook 14
- 15. Commenters give an opinion 15
- 16. Customer support by people 16
- 17. Who is Cheryl G.? One of the top three contributors on the forum An expert on mobile devices Has been active since October 16, 2003 17
- 18. Support from Frank Eliason, Comcast 18
- 19. Starbucks innovates across the organization
- 20. 20 Getting started 20
- 21. 21 #1 Have the courage to engage Start small Experiment 21
- 22. 22 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 22
- 23. 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 risky.” - Develop worst case scenarios. 23
- 24. 24 #2 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals 24
- 25. 25 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 ideas 25
- 26. 26 Higher order metrics to consider Net Promoter Score How likely are you to recommend this to someone you know? Lifetime Value Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) 26
- 27. #4 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures. 27
- 28. 28 Wal-mart failed many, many times 28
- 29. 29 Buyer blog hit the right note 29
- 30. 30 #5 Give up the need to be in control 30 Photo: Kantor, http://www.flickr.com/photos/kantor
- 31. How open do you need to be? • Audience demand for openness ▫ Service members/employees ▫ Outside public ▫ Partners • Your goals • The competition 31
- 32. 32 An essential tool to have 32
- 33. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please leave a business card with me. 33 Copyright © 2009 Altimeter Group
Editor's Notes
- 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
- http://taskforcemountain.com/mountain-sound-off
- 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”.
- http://flickr.com/photos/kantor/2279534438/