Open Leadership: How Social Technology Can Transform How You Lead

Charlene LiAltimeter Group1 June 2011Twitter: @charleneliEmail: charlene@altimetergroup.com

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OUT of CONTROL?

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It’s about RELATIONSHIPS

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How to give up control

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but still be in command

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STRATEGY

LEADERSHIP

PREPAREDNESS

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STRATEGY

LEADERSHIP

PREPAREDNESS

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Four goals define your Open Strategy

Learn

Dialog

Support

Innovate

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Learn with basic tools11

What would happen if every employee could

learn from customers?

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Integrate monitoring with workflow12

From Radian 6, to be acquired by Salesforce.com

Other providers

AlterianBrandsEyeBuzzmetrics CymfonySysmosVisible Tech.

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How KLM listened and surprised flyers

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Engagement Pyramid14

Curating

Producing

Commenting

Sharing

Watching

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Engagement Pyramid - Watching15

Curating

Producing

Commenting

Sharing

Watching

Watch videosRead blog posts

Listen to podcasts

Read tweetsRead discussion

forum posts

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Engagement Pyramid - Sharing16

Curating

Producing

Commenting

Sharing

Watching

Share a linkShare photosShare videosWrite a status

updateRetweet

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Engagement Pyramid - Commenting17

Curating

Producing

Commenting

Sharing

Watching

Comment on a blog

Write a reviewRate a productParticipate in a

discussion forum@Reply on

Twitter

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Engagement Pyramid - Producing18

Curating

Producing

Commenting

Sharing

Watching

Write a blogCreate videos or

podcastsTweet for an

audience

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Engagement Pyramid - Curating19

Curating

Producing

Commenting

Sharing

Watching

Moderate a wiki or discussion

forumCurate a

Facebook fan page

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Spain Germany UKUnited States

Curating <1% <1% <1% <1%

Producing 30.3% 21.1% 52.7% 26.1%

Commenting

45.1% 31.9% 54.0% 34.4%

Sharing 58.6% 61.8% 79.3% 63.0%

Watching 82.2% 78.9% 89.3% 78.1%

Engagement Pyramid Data20

Source: Global Wave Index Wave 2, Trendstream.net, January 2010

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Encourage commenting to get into the Facebook news feed

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How DellOutlet drives sales with Dialog

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Support can be strategic23

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TurboTax engineered Support24

Ensures 85% employee

participation in community forums

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Fiat invites ideas for a new car25

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Premier Farnell supports engineers with community, and employees with “OurTube”

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STRATEGY

LEADERSHIP

PREPAREDNESS

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STRATEGY

LEADERSHIP

PREPAREDNESS

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Open Leadership29

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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Traits of Open Leaders30

Authenticity Transparency

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Transparency as an imperative31

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How Best Buy created Open Leaders

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Developing Open Leaders

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“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

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STRATEGY

LEADERSHIP

PREPAREDNESS

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STRATEGY

LEADERSHIP

PREPAREDNESS

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#1 Create a Culture of Sharing39

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Open leaders make Sharing a Habit

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#2 Discipline is Needed to Succeed

Can you add value?

Evaluate the

purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer

?

Comedian Want-to-

Be?

NegativePositive

Yes No

Do you want to

respond?

No Response

No

Yes

Take reasonable action to fix issue and let customer know action taken

Are the facts

correct?

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Does customer need/deserve

more info?

Yes

Explain what is being done to

correct the issue.

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor.

No

Yes

NoYes

Yes

Assess the message

Adapted from US Air Force Comment Policy

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Use training to create knowledge and practice3

Center of Excellence

Executives

EmployeesBusiness

Units

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#3 Ask the Right Questions about Value

“We tend to overvalue the things we

can measure, and undervalue the

things we cannot.”

- John Hayes, CMO of American

Express

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No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#4 Prepare for Failure

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Create

Sandbox

Covenants

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It’s about RELATIONSHIPS

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AND STILL BE IN COMMANDGive Up Control

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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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