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 Occasional Impersonal Short-term Passionate Constant Intimate 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%** • Comment on a blog post – 22%** Commenters • Share online video – 37% • Update profile – 35% • Upload photos – 23% Sharers • Watch online video – 59% • Read blogs – 48% • Download podcasts – 23% Watchers 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 Skeptic Cautious Tester Realist Optimist Transparent 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 feedback Impact of faster, better insights Dialog # of comments # of referrals Greater loyalty Faster, more closes Help Innovate # of issues addressed # of implemented ideas Increased satisfaction Faster development 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