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Open Leadership: How Social Technology Can Transform How You Lead<br />Charlene Li<br />Altimeter Group<br />1 June 2011<b...
2<br />
OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
4<br />© 2011 Altimeter Group<br />
5<br />© 2011 Altimeter Group<br />
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
7<br />How to give up control<br />but still be in command<br />© 2011 Altimeter Group<br />
STRATEGY<br />LEADERSHIP	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
STRATEGY<br />LEADERSHIP	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
10<br />Four goals define your Open Strategy<br />
Learn with basic tools<br />11<br />What would happen if every employee could learn from customers?<br />
Integrate monitoring with workflow<br />12<br />Other providers<br />Alterian<br />BrandsEye<br />Buzzmetrics Cymfony<br /...
How KLM listened and surprised flyers<br />13<br />
Engagement Pyramid<br />14<br />
Engagement Pyramid - Watching<br />15<br />Watch videos<br />Read blog posts<br />Listen to podcasts<br />Read tweets<br /...
Engagement Pyramid - Sharing<br />16<br />Share a link<br />Share photos<br />Share videos<br />Write a status update<br /...
Engagement Pyramid - Commenting<br />17<br />Comment on a blog<br />Write a review<br />Rate a product<br />Participate in...
Engagement Pyramid - Producing<br />18<br />Write a blog<br />Create videos or podcasts<br />Tweet for an audience<br />
Engagement Pyramid - Curating<br />19<br />Moderate a wiki or discussion forum<br />Curate a Facebook fan page<br />
Engagement Pyramid Data<br />20<br />Source: Global Wave Index Wave 2, Trendstream.net, January 2010<br />
Encourage commenting to get into the Facebook news feed<br />21<br />
How DellOutlet drives sales with Dialog<br />22<br />
Support can be strategic<br />23<br />
TurboTax engineered Support<br />24<br />Ensures 85% employee participation in community forums<br />
Fiat invites ideas for a new car<br />25<br />
Premier Farnell supports engineers with community, and employees with “OurTube”<br />26<br />
STRATEGY<br />LEADERSHIP	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
STRATEGY<br />LEADERSHIP	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
Open Leadership<br />29<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring...
Traits of Open Leaders<br />30<br />Authenticity<br />Transparency<br />
Transparency as an imperative<br />31<br />
How Best Buy created Open Leaders<br />32<br />© 2011 Altimeter Group<br />
33<br />© 2011 Altimeter Group<br />
34<br />© 2011 Altimeter Group<br />
Developing Open Leaders<br />© 2010 Altimeter Group<br />
“You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowle...
STRATEGY<br />LEADERSHIP	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
STRATEGY<br />LEADERSHIP	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
#1 Create a Culture of Sharing<br />39<br />
Open leaders make Sharing a Habit<br />40<br />
#2 Discipline is Needed to Succeed<br />41<br />Take reasonable action to fix issue and let customer know action taken<br ...
Center of Excellence<br />Business Units<br />Executives<br />Employees<br />3<br />Use training to create knowledge and p...
#3 Ask the Right Questions about Value<br />43<br />“We tend to overvalue the things we can measure, and undervalue the th...
No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />#4 Prepare for Failure<br />44<br />© 2011 ...
45<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
47<br />Give Up Control<br />AND STILL BE IN COMMAND<br />© 2011 Altimeter Group<br />
Charlene Li<br />charlene@altimetergroup.com<br />charleneli.com/blog<br />Twitter: charleneli<br />For slides, send an em...
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Social Media Strategy, HSM ExpoManagement Espana

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Presentation by Charlene Li on 1 June 2011 for HSM Spain in Madrid, Spain

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Social Media Strategy, HSM ExpoManagement Espana

  1. Open Leadership: How Social Technology Can Transform How You Lead<br />Charlene Li<br />Altimeter Group<br />1 June 2011<br />Twitter: @charleneli<br />Email: charlene@altimetergroup.com<br />1<br />
  2. 2<br />
  3. OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
  4. 4<br />© 2011 Altimeter Group<br />
  5. 5<br />© 2011 Altimeter Group<br />
  6. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
  7. 7<br />How to give up control<br />but still be in command<br />© 2011 Altimeter Group<br />
  8. STRATEGY<br />LEADERSHIP <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  9. STRATEGY<br />LEADERSHIP <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  10. 10<br />Four goals define your Open Strategy<br />
  11. Learn with basic tools<br />11<br />What would happen if every employee could learn from customers?<br />
  12. Integrate monitoring with workflow<br />12<br />Other providers<br />Alterian<br />BrandsEye<br />Buzzmetrics Cymfony<br />Sysmos<br />Visible Tech. <br />From Radian 6, to be acquired by Salesforce.com<br />
  13. How KLM listened and surprised flyers<br />13<br />
  14. Engagement Pyramid<br />14<br />
  15. Engagement Pyramid - Watching<br />15<br />Watch videos<br />Read blog posts<br />Listen to podcasts<br />Read tweets<br />Read discussion forum posts<br />
  16. Engagement Pyramid - Sharing<br />16<br />Share a link<br />Share photos<br />Share videos<br />Write a status update<br />Retweet<br />
  17. Engagement Pyramid - Commenting<br />17<br />Comment on a blog<br />Write a review<br />Rate a product<br />Participate in a discussion forum<br />@Reply on Twitter<br />
  18. Engagement Pyramid - Producing<br />18<br />Write a blog<br />Create videos or podcasts<br />Tweet for an audience<br />
  19. Engagement Pyramid - Curating<br />19<br />Moderate a wiki or discussion forum<br />Curate a Facebook fan page<br />
  20. Engagement Pyramid Data<br />20<br />Source: Global Wave Index Wave 2, Trendstream.net, January 2010<br />
  21. Encourage commenting to get into the Facebook news feed<br />21<br />
  22. How DellOutlet drives sales with Dialog<br />22<br />
  23. Support can be strategic<br />23<br />
  24. TurboTax engineered Support<br />24<br />Ensures 85% employee participation in community forums<br />
  25. Fiat invites ideas for a new car<br />25<br />
  26. Premier Farnell supports engineers with community, and employees with “OurTube”<br />26<br />
  27. STRATEGY<br />LEADERSHIP <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  28. STRATEGY<br />LEADERSHIP <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  29. Open Leadership<br />29<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />© 2011 Altimeter Group<br />
  30. Traits of Open Leaders<br />30<br />Authenticity<br />Transparency<br />
  31. Transparency as an imperative<br />31<br />
  32. How Best Buy created Open Leaders<br />32<br />© 2011 Altimeter Group<br />
  33. 33<br />© 2011 Altimeter Group<br />
  34. 34<br />© 2011 Altimeter Group<br />
  35. Developing Open Leaders<br />© 2010 Altimeter Group<br />
  36. “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.”<br /> - Marc Benioff, CEO of Salesforce.com<br />© 2010 Altimeter Group<br />
  37. STRATEGY<br />LEADERSHIP <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  38. STRATEGY<br />LEADERSHIP <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  39. #1 Create a Culture of Sharing<br />39<br />
  40. Open leaders make Sharing a Habit<br />40<br />
  41. #2 Discipline is Needed to Succeed<br />41<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Adapted from US Air Force Comment Policy<br />Let post stand and monitor.<br />© 2011 Altimeter Group<br />
  42. Center of Excellence<br />Business Units<br />Executives<br />Employees<br />3<br />Use training to create knowledge and practice<br />© 2011 Altimeter Group<br />
  43. #3 Ask the Right Questions about Value<br />43<br />“We tend to overvalue the things we can measure, and undervalue the things we cannot.” <br /> - John Hayes, CMO of American Express<br />© 2011 Altimeter Group<br />
  44. No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />#4 Prepare for Failure<br />44<br />© 2011 Altimeter Group<br />
  45. 45<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
  46. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
  47. 47<br />Give Up Control<br />AND STILL BE IN COMMAND<br />© 2011 Altimeter Group<br />
  48. Charlene Li<br />charlene@altimetergroup.com<br />charleneli.com/blog<br />Twitter: charleneli<br />For slides, send an email to slides@altimetergroup.com<br />For more information & to buy the book<br />visit open-leadership.com<br />© 2011 Altimeter Group<br />

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