<ul><li>Open Leadership </li></ul><ul><li>How Social Technology Can Transform The Way You Lead </li></ul><ul><li>Charlene ...
 
 
<ul><li>Open Leadership </li></ul>Having the confidence and humility to give up the need to be in control, while inspiring...
A culture of sharing
<ul><li>Four goals define your open strategy </li></ul>
<ul><li>Identify opportunities in real time </li></ul>
<ul><li>Learn with basic monitoring tools </li></ul>
<ul><li>Understand who that person is –  in real time </li></ul>LinkedIn in Lotus Notes Service Cloud w/social
<ul><li>Understand the socialgraphics of  your audiences </li></ul>Demographic Geographic Psychographic Behavioral Socialg...
<ul><li>Engagement Pyramid </li></ul>Curating Producing Commenting Sharing Watching
<ul><li>Engagement Pyramid Data </li></ul>Source: Global Wave Index Wave 12 Trendstream.net, January 2010 United States So...
<ul><li>Dialog with your community </li></ul>
<ul><li>Blogs establish thought leadership </li></ul>Richard Edelman has been blogging since 2004.
<ul><li>Kohl’s has conversations on Facebook </li></ul>
<ul><li>DellOutlet drives sales with Twitter </li></ul>
<ul><li>Help your members support each other </li></ul>
<ul><li>Solarwinds uses community for call deflection and product development </li></ul>
<ul><li>Wells Fargo supports customers </li></ul>People behind the account use CoTweet and keep banker hours
<ul><li>Cisco supported employees with open collaboration and social platforms </li></ul>
<ul><li>Innovate with customer feedback </li></ul>
<ul><li>Starbucks involves 50 people around the organization </li></ul>
<ul><li>Best Buy’s First Social Media Experts </li></ul>Steve Bendt & Gary Koelling
Barry Judge  CMO of Best Buy
“ I was so relieved when it was over— it was just two sentences to get started.”
<ul><li>The Premier Black Fiasco </li></ul>6.8 million emails sent instead of 1,000 test
<ul><li>#1 Align openness with strategic goals </li></ul>Examine your 2010 goals Pick one where open and social can have a...
<ul><li>#2 The new lifetime value calculation </li></ul><ul><li>+ Value of purchases </li></ul><ul><ul><li>Cost of acquisi...
<ul><li>Calculating customer lifetime value </li></ul>Description Year 1 Year 2 Year 3 Number of original customers 10,000...
<ul><li>Use metrics to help make decisions </li></ul>Find more fans with large networks Encourage fans to make more referr...
<ul><li>#3 Find and develop your open leaders </li></ul>Pessimist Optimist Collaborative Independent
<ul><li>#4 Prepare your organization </li></ul>Ideally, you should be at “4.0” for launch. Area of opportunity.
<ul><li>Organize for different types of openness </li></ul>
<ul><li>Social media triage </li></ul>Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unh...
<ul><li>#5 Embrace failure </li></ul>
<ul><li>Buyer blog hit the right note </li></ul>
Create Sandbox Covenants
<ul><li>Focus on relationships, not the technologies. </li></ul><ul><li>Align your open and social strategies with strateg...
Thank you Charlene Li [email_address] charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimete...
About Us Altimeter Group is a strategy consulting firm that provides companies with a pragmatic approach to disruptive tec...
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KickApps SF Summit - "Creating a Coherent social strategy with open leadership", by Charlene Li

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This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the video of this speaker at http://www.kickapps.com/engage/

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KickApps SF Summit - "Creating a Coherent social strategy with open leadership", by Charlene Li

  1. 1. <ul><li>Open Leadership </li></ul><ul><li>How Social Technology Can Transform The Way You Lead </li></ul><ul><li>Charlene Li </li></ul><ul><li>Altimeter Group </li></ul><ul><li>May 27, 2010 </li></ul><ul><li>Follow me on Twitter </li></ul><ul><li>@charleneli </li></ul>
  2. 4. <ul><li>Open Leadership </li></ul>Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
  3. 5. A culture of sharing
  4. 6. <ul><li>Four goals define your open strategy </li></ul>
  5. 7. <ul><li>Identify opportunities in real time </li></ul>
  6. 8. <ul><li>Learn with basic monitoring tools </li></ul>
  7. 9. <ul><li>Understand who that person is – in real time </li></ul>LinkedIn in Lotus Notes Service Cloud w/social
  8. 10. <ul><li>Understand the socialgraphics of your audiences </li></ul>Demographic Geographic Psychographic Behavioral Socialgraphics
  9. 11. <ul><li>Engagement Pyramid </li></ul>Curating Producing Commenting Sharing Watching
  10. 12. <ul><li>Engagement Pyramid Data </li></ul>Source: Global Wave Index Wave 12 Trendstream.net, January 2010 United States South Korea Brazil United Kingdom Curating <1% <1% <1% <1% Producing 26.1% 53.1% 52.7% 21.1% Commenting 34.4% 76.2% 54.0% 31.9% Sharing 63.0% 64.6% 79.3% 61.8% Watching 78.1% 89.3% 89.3% 78.9%
  11. 13. <ul><li>Dialog with your community </li></ul>
  12. 14. <ul><li>Blogs establish thought leadership </li></ul>Richard Edelman has been blogging since 2004.
  13. 15. <ul><li>Kohl’s has conversations on Facebook </li></ul>
  14. 16. <ul><li>DellOutlet drives sales with Twitter </li></ul>
  15. 17. <ul><li>Help your members support each other </li></ul>
  16. 18. <ul><li>Solarwinds uses community for call deflection and product development </li></ul>
  17. 19. <ul><li>Wells Fargo supports customers </li></ul>People behind the account use CoTweet and keep banker hours
  18. 20. <ul><li>Cisco supported employees with open collaboration and social platforms </li></ul>
  19. 21. <ul><li>Innovate with customer feedback </li></ul>
  20. 22. <ul><li>Starbucks involves 50 people around the organization </li></ul>
  21. 23. <ul><li>Best Buy’s First Social Media Experts </li></ul>Steve Bendt & Gary Koelling
  22. 24. Barry Judge CMO of Best Buy
  23. 25. “ I was so relieved when it was over— it was just two sentences to get started.”
  24. 26. <ul><li>The Premier Black Fiasco </li></ul>6.8 million emails sent instead of 1,000 test
  25. 27.
  26. 28. <ul><li>#1 Align openness with strategic goals </li></ul>Examine your 2010 goals Pick one where open and social can have an impact
  27. 29. <ul><li>#2 The new lifetime value calculation </li></ul><ul><li>+ Value of purchases </li></ul><ul><ul><li>Cost of acquisition </li></ul></ul><ul><ul><li>____________________ </li></ul></ul><ul><ul><li>= Customer lifetime value </li></ul></ul><ul><li>Percent that refer </li></ul><ul><li>Size of their networks </li></ul><ul><li>Percent of referred people who purchase </li></ul><ul><li>Value of purchases </li></ul><ul><li>Percent that provide support </li></ul><ul><li>Frequency and value of the support </li></ul><ul><ul><li>+ Value of new customers from referrals </li></ul></ul><ul><ul><li>+ Value of support </li></ul></ul><ul><ul><li>+ Value of ideas </li></ul></ul><ul><ul><li>+ Value of insights </li></ul></ul>Spreadsheets for call calculations available at open-leadership.com
  28. 30. <ul><li>Calculating customer lifetime value </li></ul>Description Year 1 Year 2 Year 3 Number of original customers 10,000 5,000 3,500 Gross profit of purchases $400,000 $200,000 $140,000 Cost of acquisition/retention $150,000 $25,000 $17,500 Net profit $250,000 $175,000 $122,500 Lifetime value per customer $74.89 Value of referrals $30,000 $45,906 $45,287 Value of insights $10,000 $5,438 $4,080 Value of support $5,438 $8,156 $6,120 Value of ideas $2,000 $1,000 $1,000 Net profit $297,438 $235,500 $178,986 Lifetime value per customer $101.48
  29. 31. <ul><li>Use metrics to help make decisions </li></ul>Find more fans with large networks Encourage fans to make more referrals
  30. 32. <ul><li>#3 Find and develop your open leaders </li></ul>Pessimist Optimist Collaborative Independent
  31. 33. <ul><li>#4 Prepare your organization </li></ul>Ideally, you should be at “4.0” for launch. Area of opportunity.
  32. 34. <ul><li>Organize for different types of openness </li></ul>
  33. 35. <ul><li>Social media triage </li></ul>Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Customer? Dedicated Complainer ? Comedian Want-to-Be? Negative Positive Yes No Do you want to respond? No Response No Yes Take reasonable action to fix issue and let customer know action taken Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Yes Assess the message
  34. 36. <ul><li>#5 Embrace failure </li></ul>
  35. 37. <ul><li>Buyer blog hit the right note </li></ul>
  36. 38. Create Sandbox Covenants
  37. 39. <ul><li>Focus on relationships, not the technologies. </li></ul><ul><li>Align your open and social strategies with strategic goals. </li></ul><ul><li>Embrace failure and mistakes – you’ll be making many of them. </li></ul><ul><li>Summary </li></ul>
  38. 40. Thank you Charlene Li [email_address] 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
  39. 41. 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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