SSATB Keynote on Open Leadership in Secondary Schools

Using Social Media In Schools
Charlene Li
Altimeter Group
Twitter: @charleneli
Email: charlene@altimetergroup.com
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OUT ofCONTROL?
© 2011 Altimeter Group

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5

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How to give up control
but still be in command

It’s about
RELATIONSHIPS

STRATEGY
LEADERSHIP
PREPAREDNESS

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Four goals define your Open Strategy

What you can learn from social media
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Engagement Pyramid
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<1%
26%
34%
63%
78%

Define Your Strategy With Goals
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Conversations, not messages
Human, not corporate
Continuous, not episodic
The New Normal
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Use Twitter to engage in conversation
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Northfield Mount Hermon talks with prospective students, alums, students etc.
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Blogs provide a starting point for dialog
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Pull your social media into one place
http://www.nmhschool.org/nmhbook

The “award” winning Hopkins social media site is run by students
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http://www.hopkins-interactive.com/

But what do you do about unseemly conversations?
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Facebook supports Q&A
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Use “The Wall” for updates
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Use hashtags to find discussions
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#isedchat
#collegebound
#collegechat
#higheredchat
List of Twitter Chat: https://bitly.com/hashtagchat

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Starbucks involves 50 people around the organization in innovation
Over 100 ideas have been implemented

Use ratings to find out what’s working (and what’s not)
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STRATEGY
LEADERSHIP
PREPAREDNESS

Leaderships means having followers
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“Leadership is a relationship between those who aspire to lead and those who choose to follow.”
- From “The Leadership Challenge”

Open Leadership
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Having the confidence and humility to give up the need to be in control,
while inspiring commitment from people to accomplish goals

10 elements of openness
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Determine how open you need to be with information to meet your goals
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Visit open-leadership.com to conduct your own openness audit

How open are you?
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Workshop at 10:30am will conduct the audit

Traits of Open Leaders
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Authenticity
Transparency

Transparency as an imperative
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How Best Buy created Open Leaders
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Barry’s first post
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Retailer Best Buy has 2,500 employees providing support via Twitter
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STRATEGY
LEADERSHIP
PREPAREDNESS

Social Business Hierarchy of Needs
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Source: Altimeter Group (August 2011)

#1 Align social with key Strategic Goals
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Examine your 2011 & 2012 goals
Pick ones where social will have an impact
Start small, but now

#2 Create a Culture of Sharing
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#3 Discipline is Needed to Succeed
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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.

No relationships are perfect
Google’s mantra:“Fail fast, fail smart”
#4 Master the Art of Failure
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Create
Sandbox
Covenants

It’s about
RELATIONSHIPS

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

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Open Leadership Workshop
Charlene Li
Altimeter Group
Twitter: @charleneli
Email: charlene@altimetergroup.com

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It’s aboutrelationships

What kind of relationship do you want?
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Why is social hard?
Because realrelationships require that you give up control

Open Leadership
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Having the confidence and humility to give up the need to be in control,
while inspiring commitment from people to accomplish goals
How to give up control, and be in command

10 elements of openness
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Explaining strategic decisions
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Open book management
Managing leaks

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Updating with every day stuff

Conversing: John Deere on Facebook
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Open Mic: When people contribute
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Crowdsourcing new content
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Open platforms make it easy to partner and share
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Open architecture
Open data access

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Centralized
Democratic
Distributed
Consensus
Decision making models

Determine how open you need to be with information to meet your goals
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Visit open-leadership.com to conduct your own openness audit

How do you currently make decisions?
Acquisitions, partnerships
Product development, branding/positioning
Budgeting, hiring
How effective is it?
How would involving different/more people have an impact?
How would greater information sharing improve decision making?
Evaluate your decision making process
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Assessment - How open is your organization?
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What kind of relationship do you want?
Determine how open you need to be to get that relationship.
Conduct an openness audit of your information sharing and decision making processes.
Identify and understand where you have the biggest concerns about giving up control.

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Thank you
Charlene Li
charlene@altimetergroup.com
charleneli.com/blog
Twitter: charleneli
For slides, send an email to slides@altimetergroup.com
Visit open-leadership.com

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SSATB Keynote on Open Leadership in Secondary Schools

by Charlene Li

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