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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
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”.
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.
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
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 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
Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures. 27