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.

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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