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 2 2

3. Meet Dave Carroll Source: davecarrollmusic.com 3 3

4. 4

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

6. Technologies can be confusing 6 6 Source: Wordle.net

7. It’s about the relationship 7 7

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

9. Goals define your strategy 9 9

10. Always start with Learn 10 10

11. Google blog search 11

12. Twitter search shows real-time topics 12

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

14. Dialog with your community 14 14

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

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

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

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

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

20. Help your members support each other 20 20

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

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

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

24. Goals define your strategy 24

25. Starbucks innovates across the organization

26. 26 http://daviswiki.org/

27. Getting started What’s stopping you? “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.” 27 27

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

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

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

31. Example “micro” metrics 31

32. 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) 32

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. 33

34. Wal-mart failed many, many times 34

35. Buyer blog hit the right note 35

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

37. Deciding how open to be 37 37

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

39. Social media policy template • Encouragement and support • Best practices • Tone • Expertise • Respect • Quality • Why policy is needed • Cases when it will be used, distributed • Oversight, notifications, and legal implications • Additional resources • Training • Press referrals • Escalation • Guidelines • Identity and transparency • Responsibility • Confidentiality • Judgment and common sense • Policy examples available at wiki.altimetergroup.com 39 39

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

41. Summary • Focus on the relationships, not the technologies • Start by learning from the conversations • Prepare to let go … … of the control you never had 41

42. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please email info@altimetergroup.com. 42 Copyright © 2009 Altimeter Group