SXSW - Open Leadership

Open Leadership: The Upside Of Giving Up Control
Charlene Li
Altimeter Group
March 13, 2010
1
For SXSW
#open

A culture of sharing

It’s about relationships

These new relationships are changing business
New ways to get things done
Command & control

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Why is social hard?
Because realrelationships require that you give up control

The need for open leadership
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When people get what they need from each other
“How open do I need to be?

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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Determine how open you need to be to meet your goals
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Four goals define your open strategy, but always start with learn
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Learn with monitoring tools
12

Dialog with your community
13

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Curating
Engagement Pyramid: Focus on Watching and Sharing
Producing
Commenting
Sharing
Watching

DellOutlet drives sales with Twitter
15

Help your members support each other
16

Social + open = competitive advantage
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+2,200 Best Buy employees answer questions sent to @twelpforce

Innovate with customer feedback
18

Fiat gathers product and market intelligence
19
Contributors submit ideas, and can include pictures and embed videos. Fiat gets valuable ideas for features and design, and marketing and advertising.

What to do first

#1 Align opennesswith strategic goals
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Examine your 2010 goals
Pick one where open and social can have an impact

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#2 Understanding the upside
What’s the value?
Photo by Chris Heuer
Of karaoke?
Of +5 million fans?

+ Value of purchases
- Cost of acquisition
= Customer lifetime value
+ Value of new customers from referrals
+ Value of insights
+ Value of support
The new lifetime value calculation, based on your goals
Percent that refer
Size of their networks
Percent of referred people who purchase
Value of purchases
Percent that provide support
Frequency and value of the support
+ Value of ideas

Find more fans with large networks
Encourage fans to make more referrals
Make decisions with metrics
24

#3 Support open leadership
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Collaborative
Independent
Optimist
Pessimist

Convincing the curmudgeon
26
Who can best work with a Worried Skeptic?
Lovisa Williams
US State Dept.
@State for 4 years
Wrote first social media policy

#4 Manage risk with Sandbox Covenants
27

#5 Embrace failure
28

Buyer blog hit the right note
29

New relationships require open leadership.
Find and support your open leaders: letting go will yield more results.
Get good a failure – you’ll have many.
Summary
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Thank you
Charlene Li
charlene@altimetergroup.com
blog.altimetergroup.com
Twitter: charleneli
For slides, send an email to slides@altimetergroup.com
Join me for a book signing at 6:20pm
http://bit.ly/buyopenleadership

32
About Us
Altimeter Group is a strategy consulting firm that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.

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SXSW - Open Leadership

by Charlene Li

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