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Making The Case For Open Leadership

Making The Case For Open Leadership. Charlene Li Altimeter Group July 29, 2010. Create a culture of sharing. It’s about relationships. Open Leadership. Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals.

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Making The Case For Open Leadership

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  1. Making The Case For Open Leadership Charlene Li Altimeter Group July 29, 2010

  2. Create a culture of sharing

  3. It’s aboutrelationships

  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

  5. The New Normal • Conversations, not messages • Human, not corporate • Continuous, not episodic

  6. Four goals define your open strategy

  7. Learn with basic monitoring tools

  8. Understand who that person is – in real time Service Cloud w/social LinkedIn in Lotus Notes

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

  10. Dialog with your community

  11. Kohl’s has conversations on Facebook

  12. DellOutlet drives sales with Twitter

  13. Help your members support each other

  14. Solarwinds uses community for call deflection and product development

  15. Innovate with customer feedback

  16. Starbucks involves 50 people around the organization

  17. How Best Buy became open

  18. Best Buy’s First Social Media Experts Steve Bendt & Gary Koelling

  19. Steve & Gary had an executive sponsor Barry Judge CMO of Best Buy

  20. Barry’s first post “I was so relieved when it was over—it was just two sentences to get started.”

  21. The Premier Black Fiasco 6.8 million emails sent instead of 1,000 test

  22. #1 Find and develop your open leaders Collaborative Independent Pessimist Optimist

  23. Examples of Realist Optimists Lionel MenchacaDell Lovisa Williams US Dept. of State Ed TerpeningWells Fargo

  24. The New Rules of Open Leadership • Respect that your customers and employees have power • Share constantly to build trust. • Nurture curiosity and humility. • Hold openness accountable. • Forgive failure.

  25. #2 Align openness with strategic goals Examine your 2010 goals Pick one where open and social can have an impact

  26. 10 elements of openness

  27. Determine how open you need to be with information to meet your goals Download the openness audit at http://bit.ly/opennessaudit

  28. #3 Prepare your organization Ideally, you should be at “4.0” for launch. Area of opportunity.

  29. Social media triage Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the message Do you want to respond? Evaluate the purpose Does customer need/deserve more info? No Response Yes Unhappy Customer? Yes Are the facts correct? Gently correct the facts No No No Can you add value? DedicatedComplainer? Yes Are the facts correct? Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Is the problem being fixed? Explain what is being done to correct the issue. Yes No Yes Let post stand and monitor.

  30. Prepare for new workflows Social technologies will disrupt traditional organization structures

  31. 34 Organizational models must match goals

  32. #4 Understand the value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express

  33. 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 • ____________________ • = Customer lifetime value • + 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 Spreadsheets for 15 year lifetime value calculation available at charleneli.com/resources

  34. Use metrics to help make decisions Find more fans with large networks Encourage fans to make more referrals

  35. #5 Prepare for failure • Acknowledge that failure happens. • Encourage dialog to foster trust and speed recovery. • Adopt Google’s mantra: “Fail fast, fail smart”

  36. Create Sandbox Covenants

  37. Summary • Focus on relationships, not the technologies. • Align your open and social strategies with strategic goals. • Embrace failure and mistakes – you’ll be making many of them.

  38. 41 Thank you Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com For more information & to buy the book visit open-leadership.com

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