Social Media Strategy, HSM ExpoManagement Espana

Open Leadership: How Social Technology Can Transform How You Lead

Charlene LiAltimeter Group1 June 2011Twitter: @charleneliEmail: [email protected]

1

© 2011 Altimeter Group

2


OUT of CONTROL?


© 2011 Altimeter Group© 2011 Altimeter Group

4


5


It’s about RELATIONSHIPS



How to give up control


but still be in command

7

STRATEGY

LEADERSHIP

PREPAREDNESS



Four goals define your Open Strategy

Learn

Dialog

Support

Innovate

10


Learn with basic tools11

What would happen if every employee could

learn from customers?


Integrate monitoring with workflow12

From Radian 6, to be acquired by Salesforce.com

Other providers

AlterianBrandsEyeBuzzmetrics CymfonySysmosVisible Tech.


How KLM listened and surprised flyers

13


Engagement Pyramid14

Curating

Producing

Commenting

Sharing

Watching


Engagement Pyramid - Watching15

Curating

Producing

Commenting

Sharing

Watching

Watch videosRead blog posts

Listen to podcasts

Read tweetsRead discussion

forum posts


Engagement Pyramid - Sharing16

Curating

Producing

Commenting

Sharing

Watching

Share a linkShare photosShare videosWrite a status

updateRetweet


Engagement Pyramid - Commenting17

Curating

Producing

Commenting

Sharing

Watching

Comment on a blog

Write a reviewRate a productParticipate in a

discussion forum@Reply on

Twitter


Engagement Pyramid - Producing18

Curating

Producing

Commenting

Sharing

Watching

Write a blogCreate videos or

podcastsTweet for an

audience


Engagement Pyramid - Curating19

Curating

Producing

Commenting

Sharing

Watching

Moderate a wiki or discussion

forumCurate a

Facebook fan page


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


Encourage commenting to get into the Facebook news feed

21


How DellOutlet drives sales with Dialog

22


Support can be strategic23


TurboTax engineered Support24

Ensures 85% employee

participation in community forums


Fiat invites ideas for a new car25


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

26

STRATEGY

LEADERSHIP

PREPAREDNESS



Open Leadership29

Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals



Traits of Open Leaders30

Authenticity Transparency


Transparency as an imperative31


How Best Buy created Open Leaders


32


33


34


Developing Open Leaders



“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


STRATEGY

LEADERSHIP

PREPAREDNESS



#1 Create a Culture of Sharing39


Open leaders make Sharing a Habit

40


#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


41


Use training to create knowledge and practice3

Center of Excellence

Executives

EmployeesBusiness

Units


#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


43


No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#4 Prepare for Failure


44


Create

Sandbox

Covenants


45


It’s about RELATIONSHIPS



AND STILL BE IN COMMANDGive Up Control


47


Charlene Li

[email protected]

charleneli.com/blog

Twitter: charleneli

For slides, send an email to

[email protected]

For more information & to buy the

book

visit open-leadership.com


Social Media Strategy, HSM ExpoManagement Espana

Business

Transcript of Social Media Strategy, HSM ExpoManagement Espana