Atlanta Social Media Club presentation on "Open Leadership"
 

Atlanta Social Media Club presentation on "Open Leadership"

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    Atlanta Social Media Club presentation on "Open Leadership" Atlanta Social Media Club presentation on "Open Leadership" Presentation Transcript

    • Open Leadership: How Social Technology Can Transform How You Lead
      Charlene Li
      Altimeter Group
      August 25, 2010
      1
      Twitter: @charleneli
      #ATLCharleneLi
    • 3
      It’s aboutrelationships
    • Open Leadership
      4
      Having the confidence and humility to give up the need to be in control,
      while inspiring commitment from people to accomplish goals
    • Conversations, not messages
      Human, not corporate
      Continuous, not episodic
      The New Normal
      5
    • 10 elements of openness
      6
    • Determine how open you need to be with information to meet your goals
      7
      Openness audit available at http://bit.ly/opennessaudit
    • 8
      Curating
      Understand the socialgraphics of your audience
      U.S. adults
      Producing
      <1%
      Commenting
      26%
      Sharing
      34%
      Watching
      63%
      78%
      Source: Global Wave Index Wave 2 Trendstream.net, January 2010
    • Four goals define your open strategy
      9
    • How Best Buy became open
      10
    • Best Buy’s First Social Media Experts
      11
      Steve Bendt & Gary Koelling
    • Steve & Gary had an executive sponsor
      12
      Barry Judge CMO of Best Buy
    • Barry’s first post
      13
      “I was so relieved when it was over—it was just two sentences to get started.”
    • The Premier Black Fiasco
      14
      6.8 million emails sent instead of 1,000 test
    • 15
    • 16
      Being an Open Leader
    • The Four Open Leadership Archetypes
      17
      Collaborative
      Independent
      Pessimist
      Optimist
    • Skills of successful Open Leaders
      18
      Lovisa Williams
      US Dept. of State
      Lionel MenchacaDell
      Ed TerpeningWells Fargo
      • Shares easily
      • Authentic
      • Transparent
      • Disciplined
    • Dell was on fire…literally
      19
      Osaka, Japan
      June 21, 2006
    • Authenticity was earned over time
      20
    • Transparency came slowly but surely to Wells Fargo
      21
      March 2006
      January 2009
    • Transparency takes time, patience
      22
    • Discipline led to results at Dept. of State
      23
      Started with clear social media policy.
      Reached out to leaders with the greatest need – embassy staff.
      Jakarta embassy has ~150,000 fans on Facebook.
    • 24
      Create Sandbox Covenants
    • 25
      Getting Started
    • #1 Align openness with strategic goals
      26
      Examine your 2010 goals
      Pick one where open and social can have an impact
    • #2 Prepare your organization
      27
      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.
    • 28
      “We tend to overvalue the things we can measure, and undervalue the things we cannot.”
      - John Hayes, CMO of American Express
      #3 Understand the value
    • The new lifetime value calculation
      29
      • Percent that refer
      • Size of their networks
      • Percent of referred people who purchase
      • 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
      • Frequency and value of the support
      + Value of support
      + Value of ideas
      Spreadsheets for 15 year lifetime value calculation available at charleneli.com/resources
    • 30
      • Acknowledge that failure happens.
      • Encourage dialog to foster trust and speed recovery.
      • Adopt Google’s mantra: “Fail fast, fail smart”
      #4 Prepare for failure
    • Focus on relationships, not the technologies.
      Determine how open you need to be achieve your strategic goals.
      Seek out and support your open leaders.
      Embrace failure and mistakes – you’ll be making many of them.
      Summary
      31
    • Open Leadership Awards
      32
      Case studies due September 10th
      http://bit.ly/OLawards2010
    • 33
      33
      Thank you
      Charlene Li
      charlene@altimetergroup.com
      charleneli.com/blog
      Twitter: charleneli
      For slides, send an email to slides@altimetergroup.com
      Open Leadership Awards
      http://bit.ly/OLawards2010