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Atlanta Social Media Club presentation on "Open Leadership"

Presentation about 'Atlanta Social Media Club presentation on "Open Leadership"'

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Atlanta Social Media Club presentation on "Open Leadership"

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  1. 1 Open Leadership: How Social Technology Can Transform How You Lead Charlene Li Altimeter Group August 25, 2010 Twitter: @charleneli #ATLCharleneLi

  2. © 2010 Altimeter Group

  3. 3 It’s about relationships © 2010 Altimeter Group

  4. 4 Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2010 Altimeter Group

  5. 5 The New Normal  Conversations, not messages  Human, not corporate  Continuous, not episodic © 2010 Altimeter Group

  6. 6 10 elements of openness Information Sharing • Explaining • Updating • Conversing • Open Mic • Crowdsourcing • Platforms Decision Making • Centralized • Democratic • Consensus • Distributed © 2010 Altimeter Group

  7. 7 Determine how open you need to be with information to meet your goals Openness audit available at http://bit.ly/opennessaudit © 2010 Altimeter Group

  8. 8 Understand the socialgraphics of your audience U.S. adults Curating <1% 26% Producing Commenting 34% Sharing 63% Watching 78% Source: Global Wave Index Wave 2 Trendstream.net, January 2010 © 2010 Altimeter Group

  9. 9 Four goals define your open strategy Dialog Learn Support Innovate © 2010 Altimeter Group

  10. 10 How Best Buy became open © 2010 Altimeter Group

  11. 11 Best Buy’s First Social Media Experts Steve Bendt & Gary Koelling © 2010 Altimeter Group

  12. 12 Steve & Gary had an executive sponsor Barry Judge CMO of Best Buy © 2010 Altimeter Group

  13. 13 Barry’s first post ―I was so relieved when it was over—it was just two sentences to get started.‖ © 2010 Altimeter Group

  14. 14 The Premier Black Fiasco 6.8 million emails sent instead of 1,000 test © 2010 Altimeter Group

  15. 15 © 2010 Altimeter Group

  16. 16 Being an Open Leader © 2010 Altimeter Group

  17. 17 The Four Open Leadership Archetypes Cautious Tester Realist Optimist Collaborative Worried Skeptic Transparent Evangelist Independent Pessimist Optimist © 2010 Altimeter Group

  18. 18 Skills of successful Open Leaders Lovisa Williams US Dept. of State Lionel Menchaca Dell Ed Terpening Wells Fargo  Shares easily  Authentic  Transparent  Disciplined © 2010 Altimeter Group

  19. 19 Dell was on fire…literally Osaka, Japan June 21, 2006 © 2010 Altimeter Group

  20. 20 Authenticity was earned over time © 2010 Altimeter Group

  21. 21 Transparency came slowly but surely to Wells Fargo March 2006 January 2009 © 2010 Altimeter Group

  22. 22 Transparency takes time, patience © 2010 Altimeter Group

  23. 23 Discipline led to results at Dept. of State Started with clear social media policy. Reached out to leaders with the greatest need – embassy staff. Jakarta embassy has ~150,000 fans on Facebook. © 2010 Altimeter Group

  24. 24 Create Sandbox Covenants © 2010 Altimeter Group

  25. 25 Getting Started © 2010 Altimeter Group

  26. 26 #1 Align openness with strategic goals Examine your 2010 goals Pick one where open and social can have an impact © 2010 Altimeter Group

  27. 27 #2 Prepare your organization Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer need/deserve more info? Assess the message Do you want to respond? Evaluate the purpose Yes Yes No No Unhappy Customer? Are the facts correct? Gently correct the facts Response No No Yes Yes No Can you add value? Are the facts correct? Dedicated Complainer? No Yes Is the problem being fixed? Explain what is being done to correct the issue. Yes Respond in kind & share Thank the person Comedian Want-to-Be? No Yes Adapted from US Air Force Comment Policy Let post stand and monitor. © 2010 Altimeter Group

  28. 28 #3 Understand the value ―We tend to overvalue the things we can measure, and undervalue the things we cannot.‖ - John Hayes, CMO of American Express © 2010 Altimeter Group

  29. 29 The new lifetime value calculation • Percent that refer • Size of their networks • Percent of referred people who purchase • Value of purchases + Value of purchases -Cost of acquisition + Value of new customers from referrals + Value of insights • Percent that provide support • Frequency and value of the support + Value of support + Value of ideas ____________________ = Customer lifetime value Spreadsheets for 15 year lifetime value calculation available at charleneli.com/resources © 2010 Altimeter Group

  30. 30 #4 Prepare for failure • Acknowledge that failure happens. • Encourage dialog to foster trust and speed recovery. • Adopt Google’s mantra: ―Fail fast, fail smart‖ © 2010 Altimeter Group

  31. 31 Summary  Focus on relationships, not the technologies.  Determine how open you need to be achieve your strategic goals.  Seek out and support your open leaders.  Embrace failure and mistakes – you’ll be making many of them. © 2010 Altimeter Group

  32. 32 Open Leadership Awards Case studies due September 10th http://bit.ly/OLawards2010 © 2010 Altimeter Group

  33. 33 33 Thank you Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com Open Leadership Awards http://bit.ly/OLawards2010 © 2010 Altimeter Group

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