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Government Leadershipo Summit 2009 organized by 1105 Government Information Group.

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    innovating with social media in government

    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.

    slide3

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    Is this what social media is about?

    3

    Source: Wordle.net

    slide4

    4

    It’s about the relationship

    4

    slide5

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    Government “with” the people

    5

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    Focus on relationships, not technologies

    What kind of relationship do you want?

    Transactional

    Occasional

    Impersonal

    Short-term

    Passionate

    Constant

    Intimate

    Loyal

    6

    slide7

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    But it’s hard to form relationships

    7

    slide8

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    What you need is a strategy

    What will you do?

    What won’t you do?

    8

    slide9

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    Goals define your strategy

    Dialog

    Learn

    Help

    Innovate

    9

    slide10

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    Learn with monitoring tools

    10

    slide12

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    MG Oates seeks feedback via a blog

    12

    slide13

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    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

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    NSA dialogs and recruits on Facebook

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    who is cheryl g

    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

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    Getting started

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    #1 Have the courage to engage

    Start small

    Experiment

    21

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    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

    convincing your curmudgeon

    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

    slide24

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    #2 Measure the right things

    Your goals

    determine your

    metrics

    Use the same

    metrics as your

    marketing goals

    24

    slide25

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    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

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    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

    4 fail fast fail smart

    #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

    slide28

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    Wal-mart failed many, many times

    28

    slide29

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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

    how open do you need to be

    How open do you need to be?

    • Audience demand for openness

    ▫ Service members/employees

    ▫ Outside public

    ▫ Partners

    • Your goals

    • The competition

    31

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    An essential tool to have

    32

    thank you

    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