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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”.
  • Transcript

    • 1. Open Leadership: How Social Technology Can Transform The Way You Lead
      Charlene Li
      Altimeter Group
      May 6, 2010
      1
      #openleader
    • 2.
    • 3. More people visit Facebook than Yahoo!
    • 4. 4
      It’s aboutrelationships
    • 5. 5
      Why is social hard?
      Because realrelationships require that you give up control
    • 6. The need for open leadership
      6
      When people get what they need from each other
      “How open do I need to be?
    • 7. 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
    • 8. Best Buy’s First Social Media Experts
      8
      Steve Bendt & Gary Koelling
    • 9. They harnessed Best Buy’s biggest asset
      9
      The Blue Shirts
    • 10. BlueShirtNation.com supported Best Buy’s front line employees
    • 11. Steve & Gary had an executive sponsor
      11
      Barry Judge CMO of Best Buy
    • 12. They kept telling him one thing…
      12
      “Barry, you gotta get a blog!”
    • 13. Barry’s first post
      13
      “I was so relieved when it was over—it was just two sentences to get started.”
    • 14. The Premier Black Fiasco
      14
      6.8 million emails sent instead of 1,000 test
    • 15. Barry’s response
      15
      “…we screwed up the execution which makes me feel sick about the customer trust that we have impacted.”
    • 16. Openness became a strategy
      16
      Open market testing of new logo
    • 17. +2,200 Best Buy employees provide support on Twitter
      17
    • 18. Focus on relationships, not technologies
      What kind of relationship do you want?
      Transactional
      Occasional
      Impersonal
      Short-term
      Passionate
      Constant
      Intimate
      Loyal
    • 19. Four goals define your open strategy, but always start with learn
      19
    • 20. Go beyond traditional customer data
      20
      Demographic
      Geographic
      Psychographic
      Behavioral
      Socialgraphic
    • 21. 21
      Curating
      Engagement Pyramid: Focus on Watching and Sharing
      Producing
      Commenting
      Sharing
      Watching
    • 22. Dialog with your community
      22
    • 23. DellOutlet drives sales with Twitter
      23
    • 24. Help your members support each other
      24
    • 25. Social moves into enterprise apps
      Salesforce Chatter
      Service Cloud w/social
      LinkedIn in Lotus Notes
      25
    • 26. Innovate with customer feedback
      26
    • 27. Starbucks involves 50 people around the organization
    • 28. What to do first
    • 29. #1 Align openness with strategic goals
      29
      Examine your 2011goals
      Pick one where open and social can have an impact
    • 30. 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?
    • 31. The new lifetime value calculation
      • Percent that refer
      • 32. Size of their networks
      • 33. Percent of referred people who purchase
      • 34. 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
      • 35. Frequency and value of the support
      + Value of support
      + Value of ideas
      Learn more: Webinar this Friday 5/7 bit.ly/openleaderweb2
    • 36. #3 Understand how open you need to be
      32
    • 37. Determine how open you need to be to meet your goals
      33
    • 38. #4 Find and develop you open leaders
      34
      Collaborative
      Independent
      Optimist
      Pessimist
    • 39. 35
      #5 Prepare your organization
      Ideally, you should be at “4.0” for launch.
      Area of opportunity.
    • 40. 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.
    • 41. Create a culture of sharing
    • 42. #^ Embrace failure
      38
    • 43. Buyer blog hit the right note
      39
    • 44. Manage risk with Sandbox Covenants
      40
    • 45. What the future will bring
      41
      Social networks will be like air
    • 46. 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
    • 47. 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

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