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SXSW - Open Leadership

Presentation by Charlene Li at SXSW Interactive, Saturday, March 13, 2010. Discusses main ideas from Charlene's new book, "Open Leadership: How Social Technology Transforms How You Lead", to be published in May 2010. Preorder at www.open-leadership.com.

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SXSW - Open Leadership

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  1. 1 Open Leadership: The Upside Of Giving Up Control Charlene Li Altimeter Group March 13, 2010 For SXSW #open

  2. © 2010 Altimeter Group

  3. A culture of sharing © 2010 Altimeter Group

  4. It’s about relationships © 2010 Altimeter Group

  5. These new relationships are changing business New ways to get things done Command & control © 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 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 10 elements of openness Information Sharing • Explaining • Updating • Conversing • Open Mic • Crowdsourcing • Platforms Decision Making • Centralized • Democratic • Self-managing • Distributed © 2010 Altimeter Group

  10. 10 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

  11. 11 Four goals define your open strategy, but always start with learn Dialog Learn Support Innovate © 2010 Altimeter Group

  12. 12 Learn with monitoring tools © 2010 Altimeter Group

  13. 13 Dialog with your community Dialog Learn Support Innovate © 2010 Altimeter Group

  14. 14 Engagement Pyramid: Focus on Watching and Sharing Curating Producing Commenting Sharing Watching © 2010 Altimeter Group

  15. 15 DellOutlet drives sales with Twitter © 2010 Altimeter Group

  16. 16 Help your members support each other Dialog Learn Support Innovate © 2010 Altimeter Group

  17. 17 Social + open = competitive advantage +2,200 Best Buy employees answer questions sent to @twelpforce © 2010 Altimeter Group

  18. 18 Innovate with customer feedback Dialog Learn Support Innovate © 2010 Altimeter Group

  19. 19 Fiat gathers product and market intelligence Contributors submit ideas, and can include pictures and embed videos. Fiat gets valuable ideas for features and design, and marketing and advertising. © 2010 Altimeter Group

  20. What to do first © 2010 Altimeter Group

  21. 21 #1 Align openness with strategic goals Examine your 2010 goals Pick one where open and social can have an impact © 2010 Altimeter Group

  22. 22 #2 Understanding the upside What’s the value? Photo by Chris Heuer Of karaoke? Of +5 million fans? © 2010 Altimeter Group

  23. The new lifetime value calculation, based on your goals • 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 • Percent that provide support • Frequency and value of the support = Customer lifetime value © 2010 Altimeter Group

  24. 24 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

  25. 25 #3 Support open leadership Collaborative Independent Pessimist Optimist © 2010 Altimeter Group

  26. 26 Convincing the curmudgeon Who can best work with a Worried Skeptic? Lovisa Williams US State Dept. @State for 4 years Wrote first social media policy © 2010 Altimeter Group

  27. 27 #4 Manage risk with Sandbox Covenants © 2010 Altimeter Group

  28. 28 #5 Embrace failure © 2010 Altimeter Group

  29. 29 Buyer blog hit the right note © 2010 Altimeter Group

  30. 30 Summary  New relationships require open leadership.  Find and support your open leaders: letting go will yield more results.  Get good a failure – you’ll have many. © 2010 Altimeter Group

  31. 31 31 Thank you Charlene Li charlene@altimetergroup.com blog.altimetergroup.com Twitter: charleneli For slides, send an email to slides@altimetergroup.com Join me for a book signing at 6:20pm http://bit.ly/buyopenleadership © 2010 Altimeter Group

  32. 32 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 http://www.altimetergroup.com or contact info@altimetergroup.com. © 2010 Altimeter Group

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