Social Media Strategy, HSM ExpoManagement Espana

1. 1 Open Leadership: How Social Technology Can Transform How You Lead Charlene Li Altimeter Group 1 June 2011 Twitter: @charleneli Email: charlene@altimetergroup.com

2. 2 © 2011 Altimeter Group

3. OUT of CONTROL? © 2011 Altimeter Group © 2011 Altimeter Group

4. 4 © 2011 Altimeter Group © 2011 Altimeter Group

5. 5 © 2011 Altimeter Group © 2011 Altimeter Group

6. It’s about RELATIONSHIPS © 2011 Altimeter Group © 2011 Altimeter Group

7. 7 How to give up control but still be in command © 2011 Altimeter Group © 2011 Altimeter Group

8. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

9. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

10. 10 Four goals define your Open Strategy Dialog Learn Support Innovate © 2011 Altimeter Group

11. 11 Learn with basic tools What would happen if every employee could learn from customers? © 2011 Altimeter Group

12. 12 Integrate monitoring with workflow Other providers Alterian BrandsEye Buzzmetrics Cymfony Sysmos Visible Tech. From Radian 6, to be acquired by Salesforce.com © 2011 Altimeter Group

13. 13 How KLM listened and surprised flyers © 2011 Altimeter Group

14. 14 Engagement Pyramid Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

15. 15 Engagement Pyramid - Watching Watch videos Read blog posts Listen to podcasts Read tweets Read discussion forum posts Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

16. 16 Engagement Pyramid - Sharing Share a link Share photos Share videos Write a status update Retweet Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

17. 17 Engagement Pyramid - Commenting Comment on a blog Write a review Rate a product Participate in a discussion forum @Reply on Twitter Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

18. 18 Engagement Pyramid - Producing Curating Write a blog Create videos or podcasts Tweet for an audience Producing Commenting Sharing Watching © 2011 Altimeter Group

19. 19 Engagement Pyramid - Curating Curating Moderate a wiki or discussion forum Curate a Facebook fan page Producing Commenting Sharing Watching © 2011 Altimeter Group

20. 20 Engagement Pyramid Data United States Spain Germany UK 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% Source: Global Wave Index Wave 2, Trendstream.net, January 2010 © 2011 Altimeter Group

21. 21 Encourage commenting to get into the Facebook news feed © 2011 Altimeter Group

22. 22 How DellOutlet drives sales with Dialog © 2011 Altimeter Group

23. 23 Support can be strategic © 2011 Altimeter Group

24. 24 TurboTax engineered Support Ensures 85% employee participation in community forums © 2011 Altimeter Group

25. 25 Fiat invites ideas for a new car © 2011 Altimeter Group

26. 26 Premier Farnell supports engineers with community, and employees with “OurTube” © 2011 Altimeter Group

27. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

28. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

29. 29 Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group © 2011 Altimeter Group

30. 30 Traits of Open Leaders Authenticity Transparency © 2011 Altimeter Group

31. 31 Transparency as an imperative © 2011 Altimeter Group

32. 32 How Best Buy created Open Leaders © 2011 Altimeter Group © 2011 Altimeter Group

33. 33 © 2011 Altimeter Group © 2011 Altimeter Group

34. 34 © 2011 Altimeter Group © 2011 Altimeter Group

35. Developing Open Leaders © 2011 Altimeter Group © 2010 Altimeter Group

36. “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 © 2011 Altimeter Group © 2010 Altimeter Group

37. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

38. STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

39. 39 #1 Create a Culture of Sharing © 2011 Altimeter Group

40. 40 Open leaders make Sharing a Habit © 2011 Altimeter Group

41. #2 Discipline is Needed to Succeed 41 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. © 2011 Altimeter Group © 2011 Altimeter Group

42. 3 Use training to create knowledge and practice Center of Excellence Executives Business Units Employees © 2011 Altimeter Group © 2011 Altimeter Group

43. 43 #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 © 2011 Altimeter Group © 2011 Altimeter Group

44. 44 #4 Prepare for Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart” © 2011 Altimeter Group © 2011 Altimeter Group

45. 45 © 2011 Altimeter Group © 2011 Altimeter Group

46. It’s about RELATIONSHIPS © 2011 Altimeter Group © 2011 Altimeter Group

47. 47 Give Up Control AND STILL BE IN COMMAND © 2011 Altimeter Group © 2011 Altimeter Group

48. © 2011 Altimeter Group © 2011 Altimeter Group