Web 2.0 Expo Speech: Open Leadership
 

Web 2.0 Expo Speech: Open Leadership

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Web 2.0 Expo speech May 6, 2010 by Charlene Li entitled, "Open Leadership: How Social Technology Can Transform How You Lead". Learn more at open-leadership.com

Web 2.0 Expo speech May 6, 2010 by Charlene Li entitled, "Open Leadership: How Social Technology Can Transform How You Lead". Learn more at open-leadership.com

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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
  • Best Buy set up an internal community for their front line employees. They all wear blue shirts in the stores, so they call the site “blue shirt nation”. In this example, a camera case was sent to the store and it just didn’t look right. Within two hours, someone had come into the community and seen the post. It happened to be the person who designed the case. She said that she would go back and make sure that all of the right cases got sent to the right stores. How long do you think it would have taken that floor manager to figure out that he had been sent the wrong case? Probably weeks. But with Blue Shirt Nation, employees are solving problems together.
  • Key take aways:Relationship was strongCould overcome small transgressions, mistakes are forgiven
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.

Web 2.0 Expo Speech: Open Leadership Web 2.0 Expo Speech: Open Leadership Presentation Transcript

  • Open Leadership: How Social Technology Can Transform The Way You Lead
    Charlene Li
    Altimeter Group
    May 6, 2010
    1
    #openleader
  • More people visit Facebook than Yahoo!
  • 4
    It’s aboutrelationships
  • 5
    Why is social hard?
    Because realrelationships require that you give up control
  • The need for open leadership
    6
    When people get what they need from each other
    “How open do I need to be?
  • Defining Open Leadership
    7
    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
  • Best Buy’s First Social Media Experts
    8
    Steve Bendt & Gary Koelling
  • They harnessed Best Buy’s biggest asset
    9
    The Blue Shirts
  • BlueShirtNation.com supported Best Buy’s front line employees
  • Steve & Gary had an executive sponsor
    11
    Barry Judge CMO of Best Buy
  • They kept telling him one thing…
    12
    “Barry, you gotta get a blog!”
  • 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
  • Barry’s response
    15
    “…we screwed up the execution which makes me feel sick about the customer trust that we have impacted.”
  • Openness became a strategy
    16
    Open market testing of new logo
  • +2,200 Best Buy employees provide support on Twitter
    17
  • Focus on relationships, not technologies
    What kind of relationship do you want?
    Transactional
    Occasional
    Impersonal
    Short-term
    Passionate
    Constant
    Intimate
    Loyal
  • Four goals define your open strategy, but always start with learn
    19
  • Go beyond traditional customer data
    20
    Demographic
    Geographic
    Psychographic
    Behavioral
    Socialgraphic
  • 21
    Curating
    Engagement Pyramid: Focus on Watching and Sharing
    Producing
    Commenting
    Sharing
    Watching
  • Dialog with your community
    22
  • DellOutlet drives sales with Twitter
    23
  • Help your members support each other
    24
  • Social moves into enterprise apps
    Salesforce Chatter
    Service Cloud w/social
    LinkedIn in Lotus Notes
    25
  • Innovate with customer feedback
    26
  • Starbucks involves 50 people around the organization
  • What to do first
  • #1 Align openness with strategic goals
    29
    Examine your 2011goals
    Pick one where open and social can have an impact
  • 30
    #2 Understanding the value
    “We tend to overvalue the things we can measure, and undervalue the things we cannot.”
    - John Hayes, CMO of American Express
    Value of +5 million fans?
  • The new lifetime value calculation
    • 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
    Learn more: Webinar this Friday 5/7 bit.ly/openleaderweb2
  • #3 Understand how open you need to be
    32
  • Determine how open you need to be to meet your goals
    33
  • #4 Find and develop you open leaders
    34
    Collaborative
    Independent
    Optimist
    Pessimist
  • 35
    #5 Prepare your organization
    Ideally, you should be at “4.0” for launch.
    Area of opportunity.
  • Social media triage
    36
    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
    Let post stand and monitor.
  • Create a culture of sharing
  • #^ Embrace failure
    38
  • Buyer blog hit the right note
    39
  • Manage risk with Sandbox Covenants
    40
  • What the future will bring
    41
    Social networks will be like air
  • Focus on relationships.
    Align your social strategy with strategic goals.
    Support open leaders in your organization.
    Be prepared for failure – you’ll encounter many.
    Summary
    42
  • 43
    43
    Thank you
    Charlene Li
    charlene@altimetergroup.com
    charleneli.com/blog
    Twitter: charleneli
    For slides, send an email to slides@altimetergroup.com
    Learn more and buy the book atopen-leadership.com