SXSW - Open Leadership

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Presentation by Charlene Li at SXSW Interactive, Saturday, March 13, 2010. Discusses main ideas from Charlene's new book, "Open Leadership: How Social Technology Transforms How You Lead", to be published in May 2010. Preorder at www.open-leadership.com.

Transcript

  • 1.Open Leadership: The Upside Of Giving Up Control
    Charlene Li
    Altimeter Group
    March 13, 2010
    1
    For SXSW
    #open

2. 3. A culture of sharing
4. Its about relationships
5. These new relationships are changing business
New ways to get things done
Command & control
6. 6
Why is social hard?
Because realrelationships require that you give up control
7. The need for open leadership
7
When people get what they need from each other
How open do I need to be?
8. Open Leadership
8
Having the confidence and humility to give up the need to be in control,
while inspiring commitment from people to accomplish goals
How to give up control, and be in command
9. 10 elements of openness
9
10. Determine how open you need to be to meet your goals
10
11. Four goals define your open strategy, but always start with learn
11
12. Learn with monitoring tools
12
13. Dialog with your community
13
14. 14
Curating
Engagement Pyramid: Focus on Watching and Sharing
Producing
Commenting
Sharing
Watching
15. DellOutlet drives sales with Twitter
15
16. Help your members support each other
16
17. Social + open = competitive advantage
17
+2,200 Best Buy employees answer questions sent to @twelpforce
18. Innovate with customer feedback
18
19. Fiat gathers product and market intelligence
19
Contributors submit ideas, and can include pictures and embed videos. Fiat gets valuable ideas for features and design, and marketing and advertising.
20. What to do first
21. #1 Align opennesswith strategic goals
21
Examine your 2010 goals
Pick one where open and social can have an impact
22. 22
#2 Understanding the upside
Whats the value?
Photo by Chris Heuer
Of karaoke?
Of +5 million fans?
23. + Value of purchases
- Cost of acquisition
= Customer lifetime value
+ Value of new customers from referrals
+ Value of insights
+ Value of support
The new lifetime value calculation, based on your goals

  • Percent that refer

24. Size of their networks 25. Percent of referred people who purchase 26. Value of purchases 27. Percent that provide support 28. Frequency and value of the support+ Value of ideas
29. Find more fans with large networks
Encourage fans to make more referrals
Make decisions with metrics
24
30. #3 Support open leadership
25
Collaborative
Independent
Optimist
Pessimist
31. Convincing the curmudgeon
26
Who can best work with a Worried Skeptic?
Lovisa Williams
US State Dept.
@State for 4 years
Wrote first social media policy
32. #4 Manage risk with Sandbox Covenants
27
33. #5 Embrace failure
28
34. Buyer blog hit the right note
29
35. New relationships require open leadership.
Find and support your open leaders: letting go will yield more results.
Get good a failure youll have many.
Summary
30
36. 31
31
Thank you
Charlene Li
charlene@altimetergroup.com
blog.altimetergroup.com
Twitter: charleneli
For slides, send an email to slides@altimetergroup.com
Join me for a book signing at 6:20pm
http://bit.ly/buyopenleadership
37. 32
About Us
Altimeter Group is a strategy consulting firm that provides companies with a pragmatic approach to disruptive technologies.We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.