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ASAE Technology Conference Keynote

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Keynote at ASAE Technology Conference, December 14, 2010 in Washington DC. …

Keynote at ASAE Technology Conference, December 14, 2010 in Washington DC.

"Be Open, Be Transparent, Be Authentic" are the current leadership mantras – but organizations often push back. Traditionally business is conducted on the basis of control and yet the new world order demands openness. In this session, Charlene Li will examine how to tap into the power of the social technology revolution and use social media to be "open" while maintaining control. Ms. Li will share illustrative examples and case studies from a wide range of industries and countries, of how to bring the precision of this new ‘openness" to both inside and outside your organization.

As Li explains, openness requires more — not less — rigor and effort than being in control. Hear how to determine your organization’s open strategy, weigh the benefits against the risk, and have a clear understanding of the implications of being open. Walk away with guidelines, policies, and procedures that successful companies have implemented to manage openness and ensure that business objectives are at the center of their openness strategy. By embracing social media, you can transform your organizations to become more effective, decisive, and ultimately more profitable in this new era of openness in the marketplace.

Charlene Li is the co-author of the bestseller Groundswell, author of the new book Open Leadership, and Founder of Altimeter Group, a strategy firm that provides clients with a pragmatic approach to using new technologies.

Published in: Business, Technology

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  • - Having strategies, having a plan. align with a goal.  - more than social for the sake of social
  • Transcript

    • 1. Open Leadership: How Social Technology Can Transform How You Lead
      Charlene Li
      Altimeter Group
      December 14, 2010
      Twitter: @charleneli
      1
    • 2.
    • 3. OUT ofCONTROL
      © 2010 Altimeter Group
    • 4. © 2010 Altimeter Group
    • 5. © 2010 Altimeter Group
    • 6. DellOutlet drives sales with Twitter
      6
    • 7. It’s about RELATIONSHIPS
      © 2010 Altimeter Group
    • 8. How to give up control
      but still be in command
      © 2010 Altimeter Group
    • 9. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2010 Altimeter Group
    • 10. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2010 Altimeter Group
    • 11. Four goals define your Open Strategy
      11
    • 12. Learn with monitoring tools
      12
    • 13. Start and drive conversations
      13
    • 14. Make support strategic
      14
    • 15. Drive innovation into the organization
      © 2010 Altimeter Group
    • 16. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2010 Altimeter Group
    • 17. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2010 Altimeter Group
    • 18. How Best Buy Created a Transformation
      © 2010 Altimeter Group
    • 19. © 2010 Altimeter Group
    • 20. © 2010 Altimeter Group
    • 21. 10 elements of openness
      21
    • 22. How open are you? How open do you need to be?
      22
    • 23. Skills of successful Open Leaders
      23
      Lovisa Williams
      US Dept. of State
      Ed TerpeningWells Fargo
    • Transparency came slowly but surely to Wells Fargo
      24
      March 2006
      January 2009
    • 29. Discipline led to results at Dept. of State
      25
      Started with clear social media policy.
      Reached out to leaders with the greatest need – embassy staff.
      Jakarta embassy has ~150,000 fans on Facebook.
    • 30. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2010 Altimeter Group
    • 31. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2010 Altimeter Group
    • 32. #1 Create a Culture of Sharing
      28
    • 33. Open leaders make Sharing a Habit
      29
    • 34. TurboTax “programmed” sharing
      30
      Ensures 85% employee participation in community forums
    • 35. #2 Discipline is Needed to Succeed
      Take reasonable action to fix issue and let customer know action taken
      Negative
      Positive
      Yes
      Yes
      No
      Assess the message
      Evaluate the purpose
      Do you want to respond?
      Does customer need/deserve more info?
      Unhappy Customer?
      No Response
      Yes
      Are the facts correct?
      Gently correct the facts
      Yes
      No
      No
      No
      Can you add value?
      DedicatedComplainer?
      Are the facts correct?
      Yes
      Yes
      No
      No
      Yes
      Respond in kind & share
      Thank the person
      Comedian Want-to-Be?
      Explain what is being done to correct the issue.
      Is the problem being fixed?
      Yes
      No
      Yes
      Adapted from US Air Force Comment Policy
      Let post stand and monitor.
      © 2010 Altimeter Group
    • 36. Conduct a readiness assessment
      32
      Ideally, you should be at “4.0” for launch.
      Area of opportunity.
    • 37. #3 Ask the Right Questions about Value
      “We tend to overvalue the things we can measure, and undervalue the things we cannot.”
      - John Hayes, CMO of American Express
      © 2010 Altimeter Group
    • 38. The new lifetime value calculation
      • Percent that refer
      • 39. Size of their networks
      • 40. Percent of referred people who purchase
      • 41. Value of purchases
      + Value of purchases
      • Cost of acquisition
      ____________________
      = Customer lifetime value
      + Value of new customers from referrals
      + Value of insights
      • Percent that provide support
      • 42. Frequency and value of the support
      + Value of support
      + Value of ideas
      Spreadsheets for 15 year lifetime value calculation available at charleneli.com/resources
    • 43. No relationships are perfect
      Google’s mantra:“Fail fast, fail smart”
      #4 Prepare for Failure
      © 2010 Altimeter Group
    • 44. Create
      Sandbox
      Covenants
      © 2010 Altimeter Group
    • 45. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2010 Altimeter Group
    • 46. Give Up Control
      AND STILL BE IN COMMAND
      © 2010 Altimeter Group
    • 47. Charlene Li
      charlene@altimetergroup.com
      charleneli.com/blog
      Twitter: charleneli
      For slides, send an email to slides@altimetergroup.com
      For more information & to buy the book
      visit open-leadership.com
      © 2010 Altimeter Group