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ASAE Technology Conference Keynote

Keynote at ASAE Technology Conference, December 14, 2010 in Washington DC. "Be Open, Be Transparent, Be Authentic" are the current leadership mantras – but organizations often push back. Traditionally business is conducted on the basis of control and yet the new world order demands openness. In this session, Charlene Li will examine how to tap into the power of the social technology revolution and use social media to be "open" while maintaining control. Ms. Li will share illustrative examples and case studies from a wide range of industries and countries, of how to bring the precision of this new ‘openness" to both inside and outside your organization.As Li explains, openness requires more — not less — rigor and effort than being in control. Hear how to determine your organization’s open strategy, weigh the benefits against the risk, and have a clear understanding of the implications of being open. Walk away with guidelines, policies, and procedures that successful companies have implemented to manage openness and ensure that business objectives are at the center of their openness strategy. By embracing social media, you can transform your organizations to become more effective, decisive, and ultimately more profitable in this new era of openness in the marketplace.Charlene Li is the co-author of the bestseller Groundswell, author of the new book Open Leadership, and Founder of Altimeter Group, a strategy firm that provides clients with a pragmatic approach to using new technologies.

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ASAE Technology Conference Keynote

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  1. 1 Open Leadership: How Social Technology Can Transform How You Lead Charlene Li Altimeter Group December 14, 2010 Twitter: @charleneli

  2. © 2010 Altimeter Group

  3. 3 OUT ofCONTROL © 2010 Altimeter Group © 2010 Altimeter Group

  4. © 2010 Altimeter Group © 2010 Altimeter Group

  5. © 2010 Altimeter Group © 2010 Altimeter Group

  6. 6 DellOutlet drives sales with Twitter © 2010 Altimeter Group

  7. It’s about RELATIONSHIPS © 2010 Altimeter Group © 2010 Altimeter Group

  8. How to give up control but still be in command © 2010 Altimeter Group © 2010 Altimeter Group

  9. STRATEGY LEADERSHIP PREPAREDNESS © 2010 Altimeter Group © 2010 Altimeter Group

  10. STRATEGY LEADERSHIP PREPAREDNESS © 2010 Altimeter Group © 2010 Altimeter Group

  11. 11 Four goals define your Open Strategy Dialog Learn Support Innovate © 2010 Altimeter Group

  12. 12 Learn with monitoring tools © 2010 Altimeter Group

  13. 13 Start and drive conversations © 2010 Altimeter Group

  14. 14 Make support strategic © 2010 Altimeter Group

  15. Drive innovation into the organization © 2010 Altimeter Group © 2010 Altimeter Group

  16. STRATEGY LEADERSHIP PREPAREDNESS © 2010 Altimeter Group © 2010 Altimeter Group

  17. STRATEGY LEADERSHIP PREPAREDNESS © 2010 Altimeter Group © 2010 Altimeter Group

  18. How Best Buy Created a Transformation © 2010 Altimeter Group © 2010 Altimeter Group

  19. © 2010 Altimeter Group © 2010 Altimeter Group

  20. © 2010 Altimeter Group © 2010 Altimeter Group

  21. 21 10 elements of openness Information Sharing Decision Making • Explaining • Updating • Conversing • Open Mic • Crowdsourcing • Platforms • Centralized • Democratic • Consensus • Distributed © 2010 Altimeter Group

  22. 22 How open are you? How open do you need to be? © 2010 Altimeter Group

  23. 23 Skills of successful Open Leaders Lovisa Williams US Dept. of State Ed Terpening Wells Fargo  Authentic  Transparent  Disciplined  Resilient  Removes barriers  Influences © 2010 Altimeter Group

  24. 24 Transparency came slowly but surely to Wells Fargo March 2006 January 2009 © 2010 Altimeter Group

  25. 25 Discipline led to results at Dept. of State Started with clear social media policy. Reached out to leaders with the greatest need – embassy staff. Jakarta embassy has ~150,000 fans on Facebook. © 2010 Altimeter Group

  26. STRATEGY LEADERSHIP PREPAREDNESS © 2010 Altimeter Group

  27. STRATEGY LEADERSHIP PREPAREDNESS © 2010 Altimeter Group

  28. 28 #1 Create a Culture of Sharing

  29. 29 Open leaders make Sharing a Habit

  30. 30 TurboTax “programmed” sharing Ensures 85% employee participation in community forums

  31. #2 Discipline is Needed to Succeed Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes Does customer need/deserve more info? No Assess the message Do you want to respond? Evaluate the purpose Yes Yes No No Unhappy Customer? Are the facts correct? Gently correct the facts Response No No Yes Yes No Can you add value? Are the facts correct? Dedicated Complainer? No Yes Is the problem being fixed? Explain what is being done to correct the issue. Yes Respond in kind & share Thank the person Comedian Want-to-Be? No Yes Adapted from US Air Force Comment Policy Let post stand and monitor. © 2010 Altimeter Group

  32. 32 Conduct a readiness assessment Ideally, you should be at “4.0” for launch. Area of opportunity.

  33. #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

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

  35. #4 Prepare for Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart” © 2010 Altimeter Group

  36. © 2010 Altimeter Group

  37. STRATEGY LEADERSHIP PREPAREDNESS © 2010 Altimeter Group © 2010 Altimeter Group

  38. Give Up Control AND STILL BE IN COMMAND © 2010 Altimeter Group © 2010 Altimeter Group

  39. © 2010 Altimeter Group © 2010 Altimeter Group

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