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
6. 6
Focus on relationships, not technologies
What kind of relationship do you want?
Transactional Passionate
Occasional Constant
Impersonal Intimate
Short-term Loyal
6
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
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
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
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”.