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SXSW - Open Leadership

Presentation by Charlene Li at SXSW Interactive, Saturday, March 13, 2010. Discusses main ideas from Charlene's new book, "Open Leadership: How Social Technology Transforms How You Lead", to be published in May 2010. Preorder at

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SXSW - Open Leadership

  1. Open Leadership: The Upside Of Giving Up Control<br />Charlene Li<br />Altimeter Group<br />March 13, 2010<br />1<br />For SXSW<br />#open<br />
  2. A culture of sharing<br />
  3. It’s about relationships<br />
  4. These new relationships are changing business<br />New ways to get things done<br />Command & control<br />
  5. 6<br />Why is social hard?<br />Because realrelationships require that you give up control <br />
  6. The need for open leadership <br />7<br />When people get what they need from each other<br />“How open do I need to be?<br />
  7. Open Leadership<br />8<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 />How to give up control, and be in command<br />
  8. 10 elements of openness<br />9<br />
  9. Determine how open you need to be to meet your goals<br />10<br />
  10. Four goals define your open strategy, but always start with learn<br />11<br />
  11. Learn with monitoring tools<br />12<br />
  12. Dialog with your community<br />13<br />
  13. 14<br />Curating<br />Engagement Pyramid: Focus on Watching and Sharing<br />Producing<br />Commenting<br />Sharing<br />Watching<br />
  14. DellOutlet drives sales with Twitter<br />15<br />
  15. Help your members support each other<br />16<br />
  16. Social + open = competitive advantage<br />17<br />+2,200 Best Buy employees answer questions sent to @twelpforce <br />
  17. Innovate with customer feedback<br />18<br />
  18. Fiat gathers product and market intelligence<br />19<br />Contributors submit ideas, and can include pictures and embed videos. Fiat gets valuable ideas for features and design, and marketing and advertising.<br />
  19. What to do first<br />
  20. #1 Align opennesswith strategic goals<br />21<br />Examine your 2010 goals<br />Pick one where open and social can have an impact <br />
  21. 22<br />#2 Understanding the upside<br />What’s the value?<br />Photo by Chris Heuer<br />Of karaoke?<br />Of +5 million fans?<br />
  22. + Value of purchases<br />- Cost of acquisition<br />= Customer lifetime value<br />+ Value of new customers from referrals<br />+ Value of insights<br />+ Value of support<br />The new lifetime value calculation, based on your goals<br /><ul><li> Percent that refer
  23. Size of their networks
  24. Percent of referred people who purchase
  25. Value of purchases
  26. Percent that provide support
  27. Frequency and value of the support</li></ul>+ Value of ideas<br />
  28. Find more fans with large networks<br />Encourage fans to make more referrals<br />Make decisions with metrics<br />24<br />
  29. #3 Support open leadership<br />25<br />Collaborative<br />Independent<br />Optimist<br />Pessimist<br />
  30. Convincing the curmudgeon<br />26<br />Who can best work with a Worried Skeptic?<br />Lovisa Williams<br />US State Dept.<br />@State for 4 years<br />Wrote first social media policy<br />
  31. #4 Manage risk with Sandbox Covenants<br />27<br />
  32. #5 Embrace failure<br />28<br />
  33. Buyer blog hit the right note<br />29<br />
  34. New relationships require open leadership.<br />Find and support your open leaders: letting go will yield more results. <br />Get good a failure – you’ll have many.<br />Summary<br />30<br />
  35. 31<br />31<br />Thank you<br />Charlene Li<br /><br /><br />Twitter: charleneli<br />For slides, send an email to<br />Join me for a book signing at 6:20pm<br /><br />
  36. 32<br />About Us<br />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.<br />Visit us at or contact<br />