SSATB Keynote on Open Leadership in Secondary Schools

Using Social Media In Schools

Charlene LiAltimeter GroupTwitter: @charleneliEmail: [email protected]

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© 2011 Altimeter Group

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OUT of CONTROL?


© 2011 Altimeter Group© 2011 Altimeter Group

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© 2011 Altimeter Group© 2011 Altimeter Group

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How to give up control


but still be in command

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It’s about RELATIONSHIPS



STRATEGY

LEADERSHIP

PREPAREDNESS



STRATEGY

LEADERSHIP

PREPAREDNESS



Four goals define your Open Strategy

Learn

Dialog

Support

Innovate

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What you can learn from social media

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Engagement Pyramid12

Curating

Producing

Commenting

Sharing

Watching

<1%

34%

26%

78%

63%


Define Your Strategy With Goals13

Learn

Dialog

Support

Innovate


Conversations, not messages

Human, not corporate

Continuous, not episodic

The New Normal14


Use Twitter to engage in conversation

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Northfield Mount Hermon talks with prospective students, alums, students etc.

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Blogs provide a starting point for dialog

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Pull your social media into one place

http://www.nmhschool.org/nmhbook


The “award” winning Hopkins social media site is run by students

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http://www.hopkins-interactive.com/


But what do you do about unseemly conversations?

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Learn

Dialog

Support

Innovate


Facebook supports Q&A22


Use “The Wall” for updates23


Use hashtags to find discussions24

List of Twitter Chat: https://bitly.com/hashtagchat

#isedchat

#collegebound

#collegechat

#higheredchat



Learn

Dialog

Support

Innovate


Starbucks involves 50 people around the organization in innovation

Over 100 ideas have been

implemented


Use ratings to find out what’s working (and what’s not)

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STRATEGY

LEADERSHIP

PREPAREDNESS



STRATEGY

LEADERSHIP

PREPAREDNESS



Leaderships means having followers30

“Leadership is a relationship between those who aspire to lead and those who choose to follow.”

- From “The Leadership Challenge”


Open Leadership31

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



10 elements of openness32

• Explaining• Updating• Conversing• Open Mic• Crowdsourcing• Platforms

Information Sharing

• Centralized• Democratic• Self-managing• Distributed

Decision Making


Determine how open you need to be with information to meet your goals

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Platform

Crowdsourcing

Open Mic

Conversing

Updating

Explaining

Today

Visit open-leadership.com to conduct your own openness audit


How open are you?34

Workshop at 10:30am will conduct the

audit


Traits of Open Leaders35

Authenticity Transparency


Transparency as an imperative36


How Best Buy created Open Leaders


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Barry’s first post38


Retailer Best Buy has 2,500 employees providing support via Twitter

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STRATEGY

LEADERSHIP

PREPAREDNESS



STRATEGY

LEADERSHIP

PREPAREDNESS



Social Business Hierarchy of Needs42

Source: Altimeter Group (August 2011)


#1 Align social with key Strategic Goals

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Examine your 2011 & 2012 goals

Pick ones where social will have an impact

Start small, but now


#2 Create a Culture of Sharing44


#3 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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No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#4 Master the Art of Failure


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Create

Sandbox

Covenants


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It’s about RELATIONSHIPS



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


Open Leadership Workshop

Charlene LiAltimeter GroupTwitter: @charleneliEmail: [email protected]

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It’s about relationships


TransactionalOccasionalImpersonalShort-term

PassionateConstantIntimate

Loyal

What kind of relationship do you want?

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Why is social hard?

Because realrelationships require that you give up control


Open Leadership54

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


10 elements of openness55

• Explaining• Updating• Conversing• Open Mic• Crowdsourcing• Platforms

Information Sharing

• Centralized• Democratic• Self-managing• Distributed

Decision Making


Explaining strategic decisions56

Open book management

Managing leaks


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Updating with every day stuff


Conversing: John Deere on Facebook58


Open Mic: When people contribute59


Crowdsourcing new content60


Open platforms make it easy to partner and share

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Open architecture Open data access


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Centralized Democratic

Consensus Distributed

Decision making models


Determine how open you need to be with information to meet your goals

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Platform

Crowdsourcing

Open Mic

Conversing

Updating

Explaining

Today

Visit open-leadership.com to conduct your own openness audit


How do you currently make decisions?• Acquisitions, partnerships

• Product development, branding/positioning

• Budgeting, hiring How effective is it? How would involving different/more people

have an impact? How would greater information sharing

improve decision making?

Evaluate your decision making process

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Assessment - How open is your organization?

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What kind of relationship do you want? Determine how open you need to be to get

that relationship. Conduct an openness audit of your

information sharing and decision making processes.

Identify and understand where you have the biggest concerns about giving up control.


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Thank you

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Charlene [email protected]

charleneli.com/blog

Twitter: charleneli

For slides, send an email to

[email protected]

Visit open-leadership.com

Education

SSATB Keynote on Open Leadership in Secondary Schools