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

charlene@altimetergroup.comblog.altimetergroup.com

Twitter: @charleneli

If you would like a copy of the slides, please email info@altimetergroup.com.

Copyright © 2009 Altimeter Group42