ASAE Technology Conference Keynote
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Transcript of ASAE Technology Conference Keynote
Open Leadership: How Social Technology Can Transform How You Lead
Charlene LiAltimeter GroupDecember 14, 2010Twitter: @charleneli
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© 2010 Altimeter Group
© 2010 Altimeter Group
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OUT of CONTROL
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© 2010 Altimeter Group© 2010 Altimeter Group
© 2010 Altimeter Group© 2010 Altimeter Group
© 2010 Altimeter Group
DellOutlet drives sales with Twitter6
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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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© 2010 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2010 Altimeter Group
© 2010 Altimeter Group
Four goals define your Open Strategy
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Learn with monitoring tools12
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Start and drive conversations13
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Make support strategic14
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Drive innovation into the organization
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© 2010 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2010 Altimeter Group
© 2010 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2010 Altimeter Group
© 2010 Altimeter Group
How Best Buy Created a Transformation
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© 2010 Altimeter Group© 2010 Altimeter Group
© 2010 Altimeter Group© 2010 Altimeter Group
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10 elements of openness21
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How open are you? How open do you need to be?
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Skills of successful Open Leaders
Ed TerpeningWells Fargo
Lovisa WilliamsUS Dept. of State
Authentic Transparent Disciplined
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Resilient Removes barriers Influences
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Transparency came slowly but surely to Wells Fargo
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March 2006
January 2009
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Discipline led to results at Dept. of State
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Started with clear social media policy.
Reached out to leaders with the greatest need – embassy staff.
Jakarta embassy has ~150,000 fans on Facebook.
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2010 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2010 Altimeter Group
#1 Create a Culture of Sharing28
Open leaders make Sharing a Habit
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TurboTax “programmed” sharing30
Ensures 85% employee
participation in community forums
#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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Conduct a readiness assessment32
Ideally, you should be at
“4.0” for launch.
Area of opportunity.
#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
© 2010 Altimeter Group
The new lifetime value calculation
+ Value of purchases- Cost of acquisition
____________________
= Customer lifetime value
• Percent that refer• Size of their networks• Percent of referred
people who purchase• Value of purchases
• Percent that provide support
• Frequency and value of the support
+ Value of new customers from referrals
+ Value of support+ Value of ideas
+ Value of insights
Spreadsheets for 15 year lifetime value calculation available at charleneli.com/resources
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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© 2010 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
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© 2010 Altimeter Group
AND STILL BE IN COMMANDGive Up Control
© 2010 Altimeter Group
© 2010 Altimeter Group
Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
For more information & to buy the
book
visit open-leadership.com
© 2010 Altimeter Group