Speech at SSATB by Charlene Li on Sept. 22, 2011 in Phoenix, AZ discussing how independent secondary schools can practice open leadership and how they can create a coherent strategy around social media. Includes examples of how secondary schools can/should use social media.

1. Using Social Media In Schools Charlene Li Altimeter Group Twitter: @charleneli Email: charlene@altimetergroup.com 1

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3. OUT ofCONTROL? © 2011 Altimeter Group

4. 4 © 2011 Altimeter Group

5. 5 © 2011 Altimeter Group

6. 6 How to give up control but still be in command © 2011 Altimeter Group

7. It’s about RELATIONSHIPS © 2011 Altimeter Group

8. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

9. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

10. 10 Four goals define your Open Strategy

11. What you can learn from social media 11

12. Engagement Pyramid 12 <1% 26% 34% 63% 78%

13. Define Your Strategy With Goals 13

14. Conversations, not messages Human, not corporate Continuous, not episodic The New Normal 14

15. Use Twitter to engage in conversation 15

16. Northfield Mount Hermon talks with prospective students, alums, students etc. 16

17. Blogs provide a starting point for dialog 17

18. 18 Pull your social media into one place http://www.nmhschool.org/nmhbook

19. The “award” winning Hopkins social media site is run by students 19 http://www.hopkins-interactive.com/

20. But what do you do about unseemly conversations? 20

21. Define Your Strategy With Goals 21

22. Facebook supports Q&A 22

23. Use “The Wall” for updates 23

24. Use hashtags to find discussions 24 #isedchat #collegebound #collegechat #higheredchat List of Twitter Chat: https://bitly.com/hashtagchat

25. Define Your Strategy With Goals 25

26. Starbucks involves 50 people around the organization in innovation Over 100 ideas have been implemented

27. Use ratings to find out what’s working (and what’s not) 27

28. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

29. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

30. Leaderships means having followers 30 “Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge”

31. Open Leadership 31 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group

32. 10 elements of openness 32

33. Determine how open you need to be with information to meet your goals 33 Visit open-leadership.com to conduct your own openness audit

34. How open are you? 34 Workshop at 10:30am will conduct the audit

35. Traits of Open Leaders 35 Authenticity Transparency

36. Transparency as an imperative 36

37. How Best Buy created Open Leaders 37 © 2011 Altimeter Group

38. Barry’s first post 38

39. Retailer Best Buy has 2,500 employees providing support via Twitter 39

40. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

41. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

42. Social Business Hierarchy of Needs 42 Source: Altimeter Group (August 2011)

43. #1 Align social with key Strategic Goals 43 Examine your 2011 & 2012 goals Pick ones where social will have an impact Start small, but now

44. #2 Create a Culture of Sharing 44

45. #3 Discipline is Needed to Succeed 45 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 Adapted from US Air Force Comment Policy Let post stand and monitor. © 2011 Altimeter Group

46. No relationships are perfect Google’s mantra:“Fail fast, fail smart” #4 Master the Art of Failure 46 © 2011 Altimeter Group

47. 47 Create Sandbox Covenants © 2011 Altimeter Group

48. It’s about RELATIONSHIPS © 2011 Altimeter Group

49. Charlene Li charlene@altimetergroup.com 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 © 2011 Altimeter Group

50. 50 Open Leadership Workshop Charlene Li Altimeter Group Twitter: @charleneli Email: charlene@altimetergroup.com

51. 51 It’s aboutrelationships

52. What kind of relationship do you want? 52

53. 53 Why is social hard? Because realrelationships require that you give up control

54. Open Leadership 54 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

55. 10 elements of openness 55

56. Explaining strategic decisions 56 Open book management Managing leaks

57. 57 Updating with every day stuff

58. Conversing: John Deere on Facebook 58

59. Open Mic: When people contribute 59

60. Crowdsourcing new content 60

61. Open platforms make it easy to partner and share 61 Open architecture Open data access

62. 62 Centralized Democratic Distributed Consensus Decision making models

63. Determine how open you need to be with information to meet your goals 63 Visit open-leadership.com to conduct your own openness audit

64. How do you currently make decisions? Acquisitions, partnerships Product development, branding/positioning Budgeting, hiring How effective is it? How would involving different/more people have an impact? How would greater information sharing improve decision making? Evaluate your decision making process 64

65. Assessment - How open is your organization? 65 What kind of relationship do you want? Determine how open you need to be to get that relationship. Conduct an openness audit of your information sharing and decision making processes. Identify and understand where you have the biggest concerns about giving up control.

66. 66 66 Thank you Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com Visit open-leadership.com