Charlene Li's Presentation from Buzz2010


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This is a slide deck from Charlene Li who presented the content at the June 16 Buzz2010 breakfast in Washington, DC. The content is related to her new book, Open Leadership.

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  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  • Charlene Li's Presentation from Buzz2010

    1. 1. <ul><li>Open Leadership </li></ul><ul><li>How Social Technology Can Transform The Way You Lead </li></ul><ul><li>Charlene Li </li></ul><ul><li>Altimeter Group </li></ul><ul><li>June 16, 2010 </li></ul><ul><li>Follow me on Twitter </li></ul><ul><li>@charleneli </li></ul>
    2. 3. <ul><li>More people visit Facebook than Yahoo! </li></ul>
    3. 4. A culture of sharing
    4. 5. It’s about relationships
    5. 7. <ul><li>Open Leadership </li></ul>Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
    6. 8. <ul><li>Four goals define your open strategy </li></ul>
    7. 9. <ul><li>Learn with basic monitoring tools </li></ul>
    8. 10. <ul><li>Understand the socialgraphics of your audience </li></ul><1% 34% 26% 63% 78% Source: Global Wave Index Wave 2, January 2010 U.S. adults Curating Producing Commenting Sharing Watching
    9. 11. <ul><li>Dialog with your community </li></ul>
    10. 12. <ul><li>Kohl’s has conversations on Facebook </li></ul>
    11. 13. <ul><li>DellOutlet drives sales with Twitter </li></ul>
    12. 14. <ul><li>Help your members support each other </li></ul>
    13. 15. <ul><li>Wells Fargo supports customers </li></ul>People behind the account use CoTweet and keep banker hours
    14. 16. <ul><li>Innovate with customer feedback </li></ul>
    15. 17. <ul><li>Starbucks involves 50 people around the organization </li></ul>
    16. 18. <ul><li>#1 Align openness with strategic goals </li></ul>Examine your 2010 goals Pick one where open and social can have an impact
    17. 19. <ul><li>#2 The new lifetime value calculation </li></ul><ul><li>+ Value of purchases </li></ul><ul><ul><li>Cost of acquisition </li></ul></ul><ul><ul><li>____________________ </li></ul></ul><ul><ul><li>= Customer lifetime value </li></ul></ul><ul><li>Percent that refer </li></ul><ul><li>Size of their networks </li></ul><ul><li>Percent of referred people who purchase </li></ul><ul><li>Value of purchases </li></ul><ul><li>Percent that provide support </li></ul><ul><li>Frequency and value of the support </li></ul><ul><ul><li>+ Value of new customers from referrals </li></ul></ul><ul><ul><li>+ Value of support </li></ul></ul><ul><ul><li>+ Value of ideas </li></ul></ul><ul><ul><li>+ Value of insights </li></ul></ul>Calculation spreadsheets available at
    18. 20. <ul><li>Use metrics to help make decisions </li></ul>Find more fans with large networks Encourage fans to make more referrals
    19. 21. <ul><li>#3 Find and develop your open leaders </li></ul>Pessimist Optimist Collaborative Independent
    20. 22. <ul><li>10 elements of openness </li></ul>
    21. 23. <ul><li>Determine how open you need to be with information to meet your goals </li></ul>Visit to conduct your own openness audit
    22. 24. <ul><li>Social + open = competitive advantage </li></ul>
    23. 25. <ul><li>#5 Prepare your organization </li></ul>Ideally, you should be at “4.0” for launch. Area of opportunity.
    24. 26. <ul><li>Organize for different types of openness </li></ul>
    25. 27. <ul><li>Social media triage </li></ul>Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Customer? Dedicated Complainer ? Comedian Want-to-Be? Negative Positive Yes No Do you want to respond? No Response No Yes Take reasonable action to fix issue and let customer know action taken Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Yes Assess the message
    26. 28. <ul><li>#5 Embrace failure </li></ul>
    27. 29. <ul><li>Buyer blog hit the right note </li></ul>
    28. 30. Create Sandbox Covenants
    29. 31. The Red Cross handbook/policies help keep order
    30. 32. <ul><li>Focus on relationships, not the technologies. </li></ul><ul><li>Align your open and social strategies with strategic goals. </li></ul><ul><li>Embrace failure and mistakes – you’ll be making many of them. </li></ul><ul><li>Summary </li></ul>
    31. 33. Thank you Charlene Li [email_address] Twitter: charleneli For slides, send an email to For more information & to buy the book visit
    32. 34. <ul><li>Assessment - How open is your organization? </li></ul><ul><li>What kind of relationship do you want? </li></ul><ul><li>Determine how open you need to be to get that relationship. </li></ul><ul><li>Conduct an openness audit of your information sharing and decision making processes. </li></ul><ul><li>Identify and understand where you have the biggest concerns about giving up control. </li></ul>
    33. 35. About Us 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. Visit us at or contact