What do I mean by “social” leadership? It all started with social media: Interactive, two-way, user-generated, peer-to-peer shared content Electronic > interactive > digital > web 2.0 > Social For me, social media started Silicon Valley 2002 The tech bubble collapse led to unemployed techies / engineers Blogger, Technorati, Six Apart, Ryze Ryze > loft parties in San Francisco Technorati > blogger who wanted to track and follow conversations These tools were all lighter and easier to use than work-based solutions
Around 2009, people like Jeff Dachis started talking about Social Business Design: The intentional creation of dynamic and socially calibrated systems, process, and culture. Edelman’s David Armano defines it as a more connected way of doing business which creates shared value for all stakeholders
In the last 12 months or so we’ve seen a newer concept: social brands. Companies like Vitrue and Headstream have produced top 100 social brands lists: Focus is on brand engagement: consumer mentions and reactions Dell, Nike, Zappos, Innocent, Starbucks.
The social leader is someone who can master all these areas and see the connection Someone who has the attributes that enable them to maximise value from social tools ...to develop a truly social business, inside and out. And, almost by definition, these people create SOCIAL CHANGE as well.
EXAMPLES OF GREAT SOCIAL LEADERSHIP Tony Hseih - Zappos CEO Jason Fried - 37Signals Gina Poole - IBM Josephine Green - Gave Philipps their new focus on health + wellness Craig Newmark - craigslist, CraigConnects Rachel Botsman - Collaborative Consumption Richard Reed - Innocent Lauren Luke - By Lauren Luke Obama’s Presidential Campaign - 1m $10 donations So, what are the attributes of social leaders? What do all these people have in common? A good model of what we might now call social leadership An empathetic leadership for the knowledge age Described a few years ago. Before social media was even dreamt of.
In 1995 psychologist and journalist Daniel Goleman popularised the concept of EI Emotional Intelligence was on New York Times bestseller list for a year-and-a-half Sold more than 5m copies worldwide Behind EI was idea that emotional awareness and control were as important as IQ
EMOTIONAL INTELLIGENCE QUADRANT How do you think others might feel around someone who had all these qualities? Dopamine (love) more energising than adrenaline (fear). Linda is going to talk later about roles in the knowledge economy. Networking is key: communication, collaboration, relationship management > important EI more significant than ever when it comes to defining social leadership.
The social leader is the ideal. We’ve seen many of them thrive in the new economy. Lauren Luke, Craig Newmark, Tony Hseih, Jason Fried. They constantly put others first. They follow in tradition of servant leaders, level 5 leadership; learning/ living organisations Lauren Luke. Left school at 16. Now has make-up empire Empowers by being herself: bullied for looks and weight at school Her Youtube channel nearly 0.5m subscribers + more than 100m views. Everything she’s done has been community led: tutorials; make up line Strong relationship with customers has led her to launch an agony aunt prog, Dear Lauren
Unfortunately many more of us may relate better to Don Draper: A popular character - but deeply flawed. Like Don Draper, many of us try to do the right thing but ultimately fail. Don Draper probably more representative of business managers today. Chris Argyris: espoused theories vs theories-in-use. Problem of Groupthink.
Of course, few of us admit to this type of behaviour. But the business world is structured in such a way that anti-social approaches often rise to the top.
Joel Bakan’s 2003 book/ film asked “If the corporation were a person, what type of person would it be?” and concluded that the traits of big business were similar to those of a sociopath. Here are six things you can do to hold back the sociopath and enhance the social leader...
Gina Poole: unsung hero. 25 years at IBM. Programmer 1984 Set up the BlueIQ (Ambassadors) network Today IBM’s 400,000 workers use Blue Twit and Lotus Connections. Aim: building on weak ties/ creating serendipity/ innovating/ collaborating IBM global company worth $23 billion Part of that: Gina’s ability to cede control And we’re seeing that empowerment in new business models... When you share a platform with the consumer, you need a more inclusive business strategy
Examples of collaborative business models that empower others.
Craig Newmark is a shy, geeky, self-confessed nerd Always, consistently, true to himself Multinational company craigslist operates in 570 cities in 50 countries worldwide. His organisation is a flat + non-hierachical: powered by volunteers Craig calls himself Customer Services Rep not chairman Spots keen contributors/ embarasses trolls: online equiv of walking the floor
Meanwhile here in London, we’ve got our very own passionate trend going on In spite of recession, possibly because of it, we’re seeing a resurgence in gourmet dining A whole new wave of pop-up restaurants are creating excitement and buzz This is The Ten Bells in Spitalfields - once famous for association with Jack The Ripper Now hitting the media because of its food
The Ten Bells now > group of chefs called The Young Turks (culinary collective) Modern British: sweet, raw, sugar-snap peas + hay-smoked trout with breadcrumbs For three months only! Customers pay more for the passion, the quality and the backstory Forget bricks + clicks, this is the new virtual reality: Twitter + good idea = business Relationships and shared interest are all important
I’m not sure which CEO originated the YouTube apology: David Neeleman of JetBlue? Valentines Day 2007: JetBlue passengers stranded for 8 hours on a runway As they blogged/ tweeted about their ordeal, Neeleman took to YouTube to apologise Jan 2010: Akio Toyoda: Toyota recalls 7m vehicles due to clutch and engine problems: Sep 2011: Reed Hastings of Netflix posted public apology on blog after 60% price hike Last month: RIM’s CEO Mike Lazaridis aplogised for Blackberry outages.
For today’s trainee social leaders, being a part of the conversation is essential Just look at what happened to BP in the vacuum created by lack of engagement. While BP spent millions on advertising, activists launched spoof accounts. Remember, if you don’t apologise - someone else will do it for you!
One of the problems of legacy businesses is that they’ve built process upon process Right now, we’re experiencing a bottleneck: we feel overwhelmed by technology. As Clay Shirky says: it’s not information overload, it’s filter failure. Best innovations of recent years have been time-saving, effort-saving devices. Look at all these products whose simple interfaces make our lives easier. In the future, it’s said that we wont’t even notice how we connect The semantic web will interpret our desires even as we articulate them Interfaces will be almost imperceptible; sharing will be truly “frictionless”. Are you simplifying processes or making them more complicated?
Founder of 37Signals (BaseCamp) Met Jason at Web 2.0 Expo/ New York 2008 [tell story] Author of Rework Philosophy: say goodbye to bloat (hierarchy/ layers) Fundamentally, everything is really easy, we just choose to make things difficult Generosity: all members of staff get a corporate credit card 37Signals typical of smart social start-ups today
In chats about social business, Zappos comes up time + time again 2000: Tony Hseih decided to see if he could build a customer-centric business 2009: Zappos sold to Amazon for $1.2bn Zappos listens out: 500 of 1,500 employees on Twitter Zappos listens in: in-house coach (Dr Vic); employees giving $50 bonuses to each other
NOTW HACKING SCANDAL: Example of a hubristic organisation that didn’t listen: heads rolled.
Big brands falling over themselves to in effort to show their green credentials: CSR on steroids. - Cause-related marketing is big business. PRODUCT RED = one of largest cause-related marketing campaigns ever: The Gap/ Apple P+G’s Pampers > Salma Hayek > UNICEF to fund tetanus vaccinations for babies PepsiCo didn’t buy Superbowl ads; instead launched Pepsi Refresh Project. Offered more than $20m to spend on crowdsourced community projects. M&S Plan A: 180 commitments to become world’s most sustainable major retailer by 2015 Chase Bank’s Community Giving project gives grants to S/M charities ($3m this year) Google for Good; Ebay’s World of Good; Microsoft funds the Bill & Mel Gates Foundation... This is not simply due to media hype about global warming. It’s down to fact that stakeholders matter. Their concerns matter. Social leaders want to show they care
Issues which matter, such as sustainability + ethics are moving centre-stage. Due to the panopticon effect of social media There’s no point in simply “astro-turfing”, posing as someone who believes in grassroots causes. You’ve actually got to BE that person. Social leaders need to address the pressing concerns of their stakeholders. They need to know what those concerns are. This is a complete turnaround to the sociopathic enterprise of the past!
Social, Anti-Social or Sociopath?
Social, Anti-Social or Sociopath? Jemima Gibbons, AAB Engage, @JemimaG Online Information, London 30 November 2011 What type of leader are you: Photo: moleratsgotnofur
Definition Which type are you? Six rules for social leaders Agenda 1. 2. 3.
Awareness Other Self Management Self-awareness Emotional self-awareness Accurate self-assessment Personal power Other awareness Empathy Service ethic Organisational awareness Relationship management Developing others Powerful influence Communication Visionary leadership Catalysing change Building trust Self management Emotional self control Integrity Initiative & bias for action Resilience Achievement drive Intentionality
<ul><li>Empowers others </li></ul><ul><li>Passionate & inspirational (true to self) </li></ul><ul><li>Communicates openly & honestly </li></ul><ul><li>Makes things simple (in a good way) </li></ul><ul><li>Community led: shows humility & listens/ learns from others </li></ul><ul><li>Generous & ethical: genuinely cares about stakeholders’ concerns </li></ul>Social leader
Anti-social leader <ul><li>Empowers favourites </li></ul><ul><li>Passionate but volatile and inconsistent </li></ul><ul><li>Communicates badly with others </li></ul><ul><li>Makes things over-complicated </li></ul><ul><li>Ego-led </li></ul><ul><li>Acts mainly in own interests (despite often having good intentions) </li></ul>
Sociopath <ul><li>Disempowers others </li></ul><ul><li>Incapable of love </li></ul><ul><li>Lies frequently and easily </li></ul><ul><li>Makes things simple (in a bad way) </li></ul><ul><li>Ego-driven and ruthless </li></ul><ul><li>Oblivious to needs of others </li></ul>
The Corporation (2003) <ul><li>Irresponsible and manipulative </li></ul><ul><li>Grandiose </li></ul><ul><li>Lacking in empathy </li></ul><ul><li>Multi-faceted, flexible identity </li></ul><ul><li>Loves to play games </li></ul><ul><li>Ego-driven and ruthless </li></ul>