Charlene Li at SBS2010

Making The Case For Open Leadership
Charlene Li
Altimeter Group
March 11, 2010
1
For Dachis Social BusinessSummit

A culture of sharing

It’s about relationships

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

6
Why is social business hard?
Because real relationships require that you give up control

The need for open leadership
7
When people get what they need from each other
Having the confidence to give up control and still be in command

10 elements of openness
8

Determine how open you need to be to meet your goals
9

Social Strategy

Four goals define your strategy, but always start with learn
11

Learn with monitoring tools
12

Dialog with your community
13

14
Curating
Engagement Pyramid: Focus on Watching and Sharing
Producing
Commenting
Sharing
Watching

Focus on the relationship you want
15
Richard Edelman writes or records his blog posts – he doesn’t type.

DellOutlet drives sales with Twitter
16

Help your members support each other
17

Premier Farnell supports engineers with community, and employees with “OurTube”
18

Social + open = competitive advantage
19
+2,200 Best Buy employees answer questions sent to @twelpforce

Innovate with customer feedback
20

Starbucks innovates across the company
21

Fiat gathers product and market intelligence
22
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 social with strategic goals
24
Examine your 2010 goals
Pick one where social can have an impact

25
#2 Understand the value
What’s the value of a fan or follower?
16,965 followers
+4 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
27

#3 Organize for different types of openness
28

#4 Find and develop your open leaders
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Collaborative
Independent
Optimist
Pessimist

#5 Embrace failure
30

Buyer blog hit the right note
31

Build trust and manage risk
32
The Sandbox Covenant

Align your social business goals with your strategic goals.
Benchmark your progress based upon your business goals, not “engagement” data.
Change your mindset: letting go will yield more results.
Summary
33

34
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Thank you
Charlene Li
charlene@altimetergroup.com
blog.altimetergroup.com
Twitter: charleneli
For slides, send an email slides@altimetergroup.com

35
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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Charlene Li at SBS2010

by Dachis Group on Apr 13, 2010

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Charlene Li at SBS2010 — Presentation Transcript