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Open Leadership: How Social Technology Can Transform How You Lead Charlene Li Altimeter Group 1 June 2011 Twitter: @charleneli Email: charlene@altimetergroup.com 1
2
OUT ofCONTROL? © 2011 Altimeter Group
4 © 2011 Altimeter Group
5 © 2011 Altimeter Group
It’s about RELATIONSHIPS © 2011 Altimeter Group
7 How to give up control but still be in command © 2011 Altimeter Group
STRATEGY LEADERSHIP	 PREPAREDNESS © 2011 Altimeter Group
STRATEGY LEADERSHIP	 PREPAREDNESS © 2011 Altimeter Group
10 Four goals define your Open Strategy
Learn with basic tools 11 What would happen if every employee could learn from customers?
Integrate monitoring with workflow 12 Other providers Alterian BrandsEye Buzzmetrics Cymfony Sysmos Visible Tech.  From Radian 6, to be acquired by Salesforce.com
How KLM listened and surprised flyers 13
Engagement Pyramid 14
Engagement Pyramid - Watching 15 Watch videos Read blog posts Listen to podcasts Read tweets Read discussion forum posts
Engagement Pyramid - Sharing 16 Share a link Share photos Share videos Write a status update Retweet
Engagement Pyramid - Commenting 17 Comment on a blog Write a review Rate a product Participate in a discussion forum @Reply on Twitter
Engagement Pyramid - Producing 18 Write a blog Create videos or podcasts Tweet for an audience
Engagement Pyramid - Curating 19 Moderate a wiki or discussion forum Curate a Facebook fan page
Engagement Pyramid Data 20 Source: Global Wave Index Wave 2, Trendstream.net, January 2010
Encourage commenting to get into the Facebook news feed 21
How DellOutlet drives sales with Dialog 22
Support can be strategic 23
TurboTax engineered Support 24 Ensures 85% employee participation in community forums
Fiat invites ideas for a new car 25
Premier Farnell supports engineers with community, and employees with “OurTube” 26
STRATEGY LEADERSHIP	 PREPAREDNESS © 2011 Altimeter Group
STRATEGY LEADERSHIP	 PREPAREDNESS © 2011 Altimeter Group
Open Leadership 29 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group
Traits of Open Leaders 30 Authenticity Transparency
Transparency as an imperative 31
How Best Buy created Open Leaders 32 © 2011 Altimeter Group
33 © 2011 Altimeter Group
34 © 2011 Altimeter Group
Developing Open Leaders © 2010 Altimeter Group
“You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.” 	- Marc Benioff, CEO of Salesforce.com © 2010 Altimeter Group
STRATEGY LEADERSHIP	 PREPAREDNESS © 2011 Altimeter Group
STRATEGY LEADERSHIP	 PREPAREDNESS © 2011 Altimeter Group
#1 Create a Culture of Sharing 39
Open leaders make Sharing a Habit 40
#2 Discipline is Needed to Succeed 41 Take reasonable action to fix issue and let customer know action taken Negative Positive Yes Yes No Assess the message Evaluate the purpose Do you want to respond? Does customer need/deserve more info? Unhappy Customer? No Response Yes Are the facts correct? Gently correct the facts Yes No No No Can you add value? DedicatedComplainer? Are the facts correct? Yes Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Explain what is being done to correct the issue. Is the problem being fixed? Yes No Yes Adapted from US Air Force Comment Policy Let post stand and monitor. © 2011 Altimeter Group
Center of Excellence Business Units Executives Employees 3 Use training to create knowledge and practice © 2011 Altimeter Group
#3 Ask the Right Questions about Value 43 “We tend to overvalue the things we can measure, and undervalue the things we cannot.”             - John Hayes, CMO of American Express © 2011 Altimeter Group
No relationships are perfect Google’s mantra:“Fail fast, fail smart” #4 Prepare for Failure 44 © 2011 Altimeter Group
45 Create  Sandbox  Covenants © 2011 Altimeter Group
It’s about RELATIONSHIPS © 2011 Altimeter Group
47 Give Up Control AND STILL BE IN COMMAND © 2011 Altimeter Group
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 © 2011 Altimeter Group

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Notes de l'éditeur

  1. http://surprise.klm.com/
  2. http://www.facebook.com/interrailnet?sk=wall&filter=2
  3. http://www.fiatmio.cc/en/20110330#charlene#innovating#crowdsource
  4. Define how open well.