Charlene Li at SBS2010

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Charlene Li's talk at the Dachis Group Social Business Summit 2010 on Open Leadership.

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  • Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
  • While social media alone does not ensure reach, stories about this innovative project in traditional and digital media amplified project news, created awareness, spawned word of mouth and spurred participation. Ad Age reports that ‘in the two weeks starting Aug.3 2009, the site had 67,000 unique visitors who submitted 1,700 ideas, and more than 40,000 comments were posted on twitter’. As we write on October 18, 2009, the MIO site has garnered 6,683 ideas from 9,301 participants and 1,823 comments in seven categories – general, safety, design, propul- sion, ergonomics, materials and infotainment. [1] http://www.fiatmio.cc
  • Charlene Li at SBS2010

    1. 1. Making The Case For Open Leadership<br />Charlene Li<br />Altimeter Group<br />March 11, 2010<br />1<br />For Dachis Social BusinessSummit<br />
    2. 2.
    3. 3. A culture of sharing<br />
    4. 4. It’s about relationships<br />
    5. 5. These new relationships are changing business<br />New ways to get things done<br />Command & control<br />
    6. 6. 6<br />Why is social business hard?<br />Because real relationships require that you give up control <br />
    7. 7. The need for open leadership <br />7<br />When people get what they need from each other<br />Having the confidence to give up control and still be in command<br />
    8. 8. 10 elements of openness<br />8<br />
    9. 9. Determine how open you need to be to meet your goals<br />9<br />
    10. 10. Social Strategy<br />
    11. 11. Four goals define your strategy, but always start with learn<br />11<br />
    12. 12. Learn with monitoring tools<br />12<br />
    13. 13. Dialog with your community<br />13<br />
    14. 14. 14<br />Curating<br />Engagement Pyramid: Focus on Watching and Sharing<br />Producing<br />Commenting<br />Sharing<br />Watching<br />
    15. 15. Focus on the relationship you want<br />15<br />Richard Edelman writes or records his blog posts – he doesn’t type.<br />
    16. 16. DellOutlet drives sales with Twitter<br />16<br />
    17. 17. Help your members support each other<br />17<br />
    18. 18. Premier Farnell supports engineers with community, and employees with “OurTube”<br />18<br />
    19. 19. Social + open = competitive advantage<br />19<br />+2,200 Best Buy employees answer questions sent to @twelpforce <br />
    20. 20. Innovate with customer feedback<br />20<br />
    21. 21. Starbucks innovates across the company<br />21<br />
    22. 22. Fiat gathers product and market intelligence<br />22<br />Contributors submit ideas, and can include pictures and embed videos. Fiat gets valuable ideas for features and design, and marketing and advertising.<br />
    23. 23. What to do first<br />
    24. 24. #1 Align social with strategic goals<br />24<br />Examine your 2010 goals<br />Pick one where social can have an impact <br />
    25. 25. 25<br />#2 Understand the value<br />What’s the value of a fan or follower?<br />16,965 followers<br />+4 million fans<br />
    26. 26. + 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
    27. 27. Size of their networks
    28. 28. Percent of referred people who purchase
    29. 29. Value of purchases
    30. 30. Percent that provide support
    31. 31. Frequency and value of the support</li></ul>+ Value of ideas<br />
    32. 32. Find more fans with large networks<br />Encourage fans to make more referrals<br />Make decisions with metrics<br />27<br />
    33. 33. #3 Organize for different types of openness<br />28<br />
    34. 34. #4 Find and develop your open leaders<br />29<br />Collaborative<br />Independent<br />Optimist<br />Pessimist<br />
    35. 35. #5 Embrace failure<br />30<br />
    36. 36. Buyer blog hit the right note<br />31<br />
    37. 37. Build trust and manage risk <br />32<br />The Sandbox Covenant<br />
    38. 38. Align your social business goals with your strategic goals.<br />Benchmark your progress based upon your business goals, not “engagement” data. <br />Change your mindset: letting go will yield more results. <br />Summary<br />33<br />
    39. 39. 34<br />34<br />Thank you<br />Charlene Li<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: charleneli<br />For slides, send an email slides@altimetergroup.com<br />
    40. 40. 35<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 http://www.altimetergroup.com or contact info@altimetergroup.com.<br />

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