Atlanta Social Media Club presentation on "Open Leadership"


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Atlanta Social Media Club presentation on "Open Leadership"

  1. Open Leadership: How Social Technology Can Transform How You Lead<br />Charlene Li<br />Altimeter Group<br />August 25, 2010<br />1<br />Twitter: @charleneli<br />#ATLCharleneLi<br />
  2. 3<br />It’s aboutrelationships<br />
  3. Open Leadership<br />4<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />
  4. Conversations, not messages<br />Human, not corporate<br />Continuous, not episodic<br />The New Normal<br />5<br />
  5. 10 elements of openness<br />6<br />
  6. Determine how open you need to be with information to meet your goals<br />7<br />Openness audit available at<br />
  7. 8<br />Curating<br />Understand the socialgraphics of your audience<br />U.S. adults<br />Producing<br /><1%<br />Commenting<br />26%<br />Sharing<br />34%<br />Watching<br />63%<br />78%<br />Source: Global Wave Index Wave 2, January 2010<br />
  8. Four goals define your open strategy<br />9<br />
  9. How Best Buy became open<br />10<br />
  10. Best Buy’s First Social Media Experts<br />11<br />Steve Bendt & Gary Koelling<br />
  11. Steve & Gary had an executive sponsor<br />12<br />Barry Judge CMO of Best Buy<br />
  12. Barry’s first post<br />13<br />“I was so relieved when it was over—it was just two sentences to get started.” <br />
  13. The Premier Black Fiasco<br />14<br />6.8 million emails sent instead of 1,000 test<br />
  14. 15<br />
  15. 16<br />Being an Open Leader<br />
  16. The Four Open Leadership Archetypes<br />17<br />Collaborative<br />Independent<br />Pessimist<br />Optimist<br />
  17. Skills of successful Open Leaders<br />18<br />Lovisa Williams<br />US Dept. of State<br />Lionel MenchacaDell<br />Ed TerpeningWells Fargo<br /><ul><li>Shares easily
  18. Authentic
  19. Transparent
  20. Disciplined</li></li></ul><li>Dell was on fire…literally<br />19<br />Osaka, Japan<br />June 21, 2006<br />
  21. Authenticity was earned over time<br />20<br />
  22. Transparency came slowly but surely to Wells Fargo <br />21<br />March 2006<br />January 2009<br />
  23. Transparency takes time, patience<br />22<br />
  24. Discipline led to results at Dept. of State<br />23<br />Started with clear social media policy.<br />Reached out to leaders with the greatest need – embassy staff.<br />Jakarta embassy has ~150,000 fans on Facebook.<br />
  25. 24<br />Create Sandbox Covenants<br />
  26. 25<br />Getting Started<br />
  27. #1 Align openness with strategic goals<br />26<br />Examine your 2010 goals<br />Pick one where open and social can have an impact <br />
  28. #2 Prepare your organization<br />27<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Adapted from US Air Force Comment Policy<br />Let post stand and monitor.<br />
  29. 28<br />“We tend to overvalue the things we can measure, and undervalue the things we cannot.” <br /> - John Hayes, CMO of American Express<br />#3 Understand the value<br />
  30. The new lifetime value calculation<br />29<br /><ul><li> Percent that refer
  31. Size of their networks
  32. Percent of referred people who purchase
  33. Value of purchases</li></ul>+ Value of purchases<br /><ul><li>Cost of acquisition</li></ul>____________________<br />= Customer lifetime value<br />+ Value of new customers from referrals<br />+ Value of insights<br /><ul><li> Percent that provide support
  34. Frequency and value of the support</li></ul>+ Value of support<br />+ Value of ideas<br />Spreadsheets for 15 year lifetime value calculation available at<br />
  35. 30<br /><ul><li> Acknowledge that failure happens.
  36. Encourage dialog to foster trust and speed recovery.
  37. Adopt Google’s mantra: “Fail fast, fail smart”</li></ul>#4 Prepare for failure<br />
  38. Focus on relationships, not the technologies.<br />Determine how open you need to be achieve your strategic goals. <br />Seek out and support your open leaders. <br />Embrace failure and mistakes – you’ll be making many of them.<br />Summary<br />31<br />
  39. Open Leadership Awards<br />32<br />Case studies due September 10th<br /><br />
  40. 33<br />33<br />Thank you<br />Charlene Li<br /><br /><br />Twitter: charleneli<br />For slides, send an email to<br />Open Leadership Awards<br /><br />