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.

1. Open Leadership: How Social Technology Can Transform How You Lead Charlene Li Altimeter Group December 14, 2010 Twitter: @charleneli 1

3. OUT ofCONTROL © 2010 Altimeter Group

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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

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21. 10 elements of openness 21

22. How open are you? How open do you need to be? 22

24. Transparent

25. Disciplined

26. Resilient

27. Removes barriers

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

39. Size of their networks

40. Percent of referred people who purchase

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