The document discusses strategies for developing and measuring open leadership within organizations, emphasizing the importance of aligning openness with strategic goals to enhance community engagement and innovation. It outlines steps for implementing open strategies, including gauging the need and ability to be open, and leveraging customer feedback for product development. Additionally, it highlights the value of open learning and support in driving business outcomes and fostering collaboration.

1. Developing & Measuring Open Leadership StrategiesCharlene LiAltimeter GroupMay 7, 20101#openleader

2. CMO: We need a blog and Twitter strategy. VP Customer Service: We’ll just complaints.VP Product Development: But we need feedback and new ideas to beat the competition.VP Sales: Competitors will steal the ideas and unhappy customers.CMO: With reviews, we’ll know what’s wrong and can then fix it.CEO: Negative reviews will kill sales.VP Biz Dev: Dell does thisCEO: We’re not Dell. Determining how open you will be2

3. Social technology forces you to be open 3When people get what they need from each other“How open do I need to be?

4. Open Leadership4Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goalsHow to give up control, and be in command

5. Identify a strategic goal to address.Put in place learning systems to support that goal.Determine which open-driven objective can help the most.Gauge the need to be open.Gauge your ability to be open. Steps To Create Your Open Strategy5

6. Align openness with strategic goals6Examine your 2010 and 2011 goalsPick one where open and social can have an impact

7. Four goals define your open strategy, but always start with learn7

8. Open learning adds to traditional tools8

9. Open learning adds to traditional tools9

10. Learn with basic monitoring tools10

11. Open learning adds to traditional tools11

12. Community insight platforms12CommunispaceNetworked InsightsPassengerUmbriaOpen learning adds to traditional tools13

13. Understand who that person is – in real timeService Cloud w/socialLinkedIn in Lotus Notes14

14. Listen so you can respond appropriately15Is “lkilpatrick” an elite customer?

15. The value of open learning16

16. Calculating the value of open learning17Spreadsheets online at open-leadership.com

17. Finding the signal in the noise.Analytics are still in infancy stages.Insights are not always representative.Distributed, open learning threatens the market research department.Example: CEO keeps repeating “insight” from a single tweet or blog post.Market research reasserts its authority by being the enabler of open learning.Aggregate and distribute with speedAnalyze and distill with deeper insights.What’s hard about open learning?18

18. Dialog with your community19

19. Blogs establish thought leadership20Richard Edelman has been blogging since 2004.

20. DellOutlet drives sales with Twitter21

21. Kohl’s has conversations on Facebook22

22. 23CuratingEngagement Pyramid: Focus on Watching and SharingProducingCommentingSharingWatching

23. Engagement Pyramid Data24Source: Global Wave Index Wave 12 Trendstream.net, January 2010

24. Engagement scores of 100 top brands25+18% revenue+15% gross margingrowth+5% revenue+3% gross margingrowth+10% revenue+1% gross margin growth-6% revenue-11% gross margin growthSource: EngagementDB.com

25. Calculating the value of open dialog26

26. Help your members support each other27

27. Solarwinds uses community for call deflection and product development

28. Comcast made support proactive with indirect deflection29Took 3 minutes to notify entire system of off-air channel

29. Cisco supported employees with open collaboration and social platforms30

30. Calculating the value of open support31

31. Innovate with customer feedback32

32. Dell’s IdeaStorm measures the health of its community, not value of ideas3313,000 ideas389 implemented(11/month, 3% of all ideas)Metrics used:% who comment

33. quality of ideas

34. rate of Dell’s response to ideasStarbucks involves 50 people around the organization

35. P&G goes outside for innovation35P&G made outside-in innovation a priority

36. Calculating the value of open innovation36

37. The new lifetime value calculation Percent that refer

38. Size of their networks

39. Percent of referred people who purchase

40. Value of purchases+ Value of purchasesCost of acquisition____________________= Customer lifetime value+ Value of new customers from referrals+ Value of insights Percent that provide support

41. Frequency and value of the support+ Value of support+ Value of ideasSpreadsheets for call calculations available at open-leadership.com

42. Find more fans with large networksEncourage fans to make more referralsUse metrics to help make decisions38

43. Identify a strategic goal to address.Put in place learning systems to support that goal.Determine which open-driven objective can help the most.Gauge the need to be open.Gauge your ability to be open. Steps To Create Your Open Strategy39

44. #3 Understand how open you need to be40

45. Determine how open you need to be to meet your goals41More on openness metrics at open-leadership.com

46. The Apple Factor42

47. Brilliant engineers and designersCharismatic CEOBrand that its customers love and supportWhy Apple can afford to be less open43

48. Define your objectives, and make sure they are aligned with your strategic goals.Identify the most important key performance indicators already in use in your organization. Identify open activities that support your KPIs.Establish a baseline for your objectives and KPIs.Optimize and adjust your KPIs and priorities.Action Plan44

49. Finding & Supporting Your Open LeadersFriday, May 14th, 10am PT (bit.ly/openleaderweb3)How Open Leaders Embrace & Recover From Failure Friday, May 21st, 10am PT (bit.ly/openleaderweb4)Upcoming Open Leadership Webinars45

50. Focus on relationships. Align your social strategy with strategic goals.Support open leaders in your organization.Be prepared for failure – you’ll encounter many.Summary46

51. 4747Thank youCharlene Licharlene@altimetergroup.comcharleneli.com/blogTwitter: charleneliFor slides, send an email to slides@altimetergroup.comLearn more and buy the book at open-leadership.com