innovating with social media in government
TRANSCRIPT
Innovating With Social Media In Government
Charlene LiAltimeter GroupMay 18, 2009
If you would like a copy of the slides, please leave a business card with me.
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Is this what social media is about?
Source: Wordle.net
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It’s about the relationship
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Government “with” the people
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What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
Passionate
ConstantIntimate
Loyal
Focus on relationships, not technologies
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But it’s hard to form relationships
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What you need is a strategy
What will you do?
What won’t you do?
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Goals define your strategy
Learn
Dialog
Help
Innovate
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Learn with monitoring tools
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How Oracle encouraged feedback
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MG Oates seeks feedback via a blog
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Curators
Producers
Commenters
Sharers
Watchers
The Engagement Pyramid dives deeper
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
• Edit a wiki – <1%*• Moderate a forum – <1%
• Write in a blog – 21% • Upload a video – 18%
• Write in a discussion forum – 47%*• Rate a product or service – 32%**• Comment on a blog post – 22%**
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
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NSA dialogs and recruits on Facebook
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Commenters give an opinion
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Customer support by people
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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
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Support from Frank Eliason, Comcast
Starbucks innovates across the organization
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Getting started
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Experiment
Start small
#1 Have the courage to engage
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Deal with different social media mindsets
FearfulSkeptic
Cautious Tester
Realist Optimist
Transparent Evangelist
Find the “moments of faith” and “moments of crisis” for each
mindset
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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.
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#2 Measure the right things
Your goals determine your metrics
Use the same metrics as your marketing goals
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Example “micro” metricsGoal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of comments# of referrals
Greater loyaltyFaster, more closes
Help # of issues addressed
Increased satisfaction
Innovate # of implemented ideas
Faster development
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Higher order metrics to consider
How likely are you to recommend this to someone you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
#4 Fail fast, fail smart
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Identify the top 5-10 worst case scenarios.
Develop mitigation and contingency plans.
Prepare everyone for the inevitable failures.
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Wal-mart failed many, many times
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Buyer blog hit the right note
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#5 Give up the need to be in control
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Photo: Kantor, http://www.flickr.com/photos/kantor
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How open do you need to be?•Audience demand for openness
▫Service members/employees
▫Outside public
▫Partners
•Your goals
•The competition
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An essential tool to have
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Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
If you would like a copy of the slides, please leave a business card with me.
Copyright © 2009 Altimeter Group