1 / 26

IRR Social Media & Community 2.0 Presentation by Charlene Li

Presentation on "Open Leadership" by Charlene Li on May 4, 2010 in Boston, MA

charleneli
Download Presentation

IRR Social Media & Community 2.0 Presentation by Charlene Li

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 1 Creating A Coherent Social Strategy Charlene Li Altimeter Group May 5, 2010 #spop10

  2. © 2010 Altimeter Group

  3. More people visit Facebook than Yahoo! © 2010 Altimeter Group

  4. 4 It’s aboutrelationships © 2010 Altimeter Group

  5. Create a culture of sharing © 2010 Altimeter Group

  6. 6 Why is social hard? Because real relationships require that you give up control © 2010 Altimeter Group

  7. 7 The need for open leadership When people get what they need from each other “How open do I need to be? © 2010 Altimeter Group

  8. 8 #3 Support Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals How to give up control, and be in command © 2010 Altimeter Group

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

  10. What to do first © 2010 Altimeter Group

  11. 11 #1 Align openness with strategic goals Examine your 2011goals Pick one where open and social can have an impact © 2010 Altimeter Group

  12. 12 #2 Understanding the value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express Value of +5 million fans? © 2010 Altimeter Group

  13. 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 + Value of support + Value of ideas = Customer lifetime value • Percent that provide support • Frequency and value of the support © 2010 Altimeter Group

  14. 14 Make decisions with metrics Find more fans with large networks Refers Large network Doesn’t refer Fans Refers Small network Doesn’t refer Encourage fans to make more referrals © 2010 Altimeter Group

  15. 15 #3 Understand how open you need to be Information Sharing • Explaining • Updating • Conversing • Open Mic • Crowdsourcing • Platforms Decision Making • Centralized • Democratic • Self-managing • Distributed © 2010 Altimeter Group

  16. 16 Determine how open you need to be to meet your goals Explaining Updating Conversing Today Where we need to be Open Mic Crowdsourcing Platform © 2010 Altimeter Group

  17. 17 #4 Find and develop you open leaders Collaborative Independent Pessimist Optimist © 2010 Altimeter Group

  18. 18 #5 Prepare your organization Ideally, you should be at “4.0” for launch. Area of opportunity. © 2010 Altimeter Group

  19. 19 Organize to meet your goals Organic • Organic growth • Authentic • Experimental • Not coordinated • e.g. Human Centralized • One department controls all efforts • Consistent • May not be as authentic • e.g. Ford Coordinated • Sets rules, best practices, procedures • Spreads widely around the org • Takes time • e.g. Red Cross © 2010 Altimeter Group

  20. 20 Social media triage 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 Let post stand and monitor. © 2010 Altimeter Group

  21. 21 #^ Embrace failure © 2010 Altimeter Group

  22. 22 Buyer blog hit the right note © 2010 Altimeter Group

  23. 23 Manage risk with Sandbox Covenants © 2010 Altimeter Group

  24. 24 What the future will bring Social networks will be like air © 2010 Altimeter Group

  25. 25 Summary  Focus on relationships.  Align your social strategy with strategic goals.  Support open leaders in your organization.  Be prepared for failure – you’ll encounter many. © 2010 Altimeter Group

  26. 26 26 Thank you Charlene Li charlene@altimetergroup.com blog.altimetergroup.com Twitter: charleneli For slides, send an email to slides@altimetergroup.com Learn more at open-leadership.com © 2010 Altimeter Group

More Related