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