transforming cities with social media
TRANSCRIPT
Transforming Cities Using Social Media
Charlene LiAltimeter GroupJuly 30, 2009
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What citizen engagement often looks like today
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Meet Dave Carroll
Source: davecarrollmusic.com3
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Welcome to the Groundswell
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A power shift, catalyzed by social technologies
When people get what they need from each other
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Technologies can be confusing
Source: Wordle.net6
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It’s about the relationship
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What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
Transactional
OccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
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Goals define your strategy
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Always start with Learn
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Google blog search
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Twitter search shows real-time topics
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Radian6.com creates monitoring dashboards on keywords/topics
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Dialog with your community
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Go to where your citizens
are living online
http://www.greatestcityofall.com/
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Cities don’t blog, people do
http://www.cityofventura.net/cmblog/http://www.schipskedistrict5journal.com/
http://www.brisbaneca.blogspot.com/
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Facebook is about dialog, not messaging
http://www.facebook.com/fortcollins
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Note the tone, replying, and “retweeting”
Asking for feedback
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Manor, TX uses QR codes to engage
http://www.cityofmanor.org/smarttour/
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Help your members support each other
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Support from Frank Eliason, Comcast
Be proactive in your support
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311 support on Twitter
http://twitter.com/sf311
Private message sent via direct
message
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San Jose signed with CitySourced to provide 311 service
Take a photo
Add details like type of problem
Backend for support & analytics
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Goals define your strategy
Starbucks innovates across the organization
26 http://daviswiki.org/
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Getting started
“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.”
What’s stopping you?
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Audience
#1 Start small, and start now
Goal
Revolutionary
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Deal with different mindsets
Find the “moments of truth” and “moments of crisis” for each
mindset
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#2 Measure the right things
Your goals determine your metrics
Use the same metrics as your strategic goals
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Example “micro” metrics
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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
#3 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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#4 Give up the need to be in control
Photo: Kantor, http://www.flickr.com/photos/kantor36
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Deciding how open to be
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The Sandbox Covenant
How to give up control and be in command
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Social media policy template
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• Encouragement and support
• Why policy is needed• Cases when it will be used, distributed• Oversight, notifications, and legal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common sense
• Best practices• Tone• Expertise• Respect• Quality
• Additional resources• Training• Press referrals• Escalation
• Policy examples available at wiki.altimetergroup.com
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The Red Cross handbook/policies help keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook40
Summary•Focus on the relationships,
not the technologies
•Start by learning from the conversations
•Prepare to let go …
… of the control you never had
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Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
If you would like a copy of the slides, please email [email protected].
Copyright © 2009 Altimeter Group42