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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.

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SXSW - Open Leadership


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    Presentation Transcript
    slide1

    1

    Open Leadership: The Upside

    Of Giving Up Control

    Charlene Li

    Altimeter Group

    March 13, 2010

    For SXSW

    #open

    a culture of sharing

    A culture of sharing

    © 2010 Altimeter Group

    it s about relationships

    It’s about relationships

    © 2010 Altimeter Group

    these new relationships are changing business

    These new relationships are

    changing business

    New ways to get

    things done

    Command & control

    © 2010 Altimeter Group

    slide6

    6

    Why is social hard?

    Because real

    relationships require

    that you give up control

    © 2010 Altimeter Group

    slide7

    7

    The need for open leadership

    When people get what they

    need from each other

    “How open do I

    need to be?

    © 2010 Altimeter Group

    slide8

    8

    Open Leadership

    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

    © 2010 Altimeter Group

    slide9

    9

    10 elements of openness

    Information Sharing

    • Explaining

    • Updating

    • Conversing

    • Open Mic

    • Crowdsourcing

    • Platforms

    Decision Making

    • Centralized

    • Democratic

    • Self-managing

    • Distributed

    © 2010 Altimeter Group

    slide10

    10

    Determine how open you need to be to

    meet your goals

    Explaining

    Updating

    Conversing

    Today

    Where we need to be

    Open Mic

    Crowdsourcing

    Platform

    © 2010 Altimeter Group

    slide11

    11

    Four goals define your open strategy,

    but always start with learn

    Dialog

    Learn

    Support

    Innovate

    © 2010 Altimeter Group

    slide12

    12

    Learn with monitoring tools

    © 2010 Altimeter Group

    slide13

    13

    Dialog with your community

    Dialog

    Learn

    Support

    Innovate

    © 2010 Altimeter Group

    slide14

    14

    Engagement Pyramid: Focus on

    Watching and Sharing

    Curating

    Producing

    Commenting

    Sharing

    Watching

    © 2010 Altimeter Group

    slide15

    15

    DellOutlet drives sales with Twitter

    © 2010 Altimeter Group

    slide16

    16

    Help your members support each other

    Dialog

    Learn

    Support

    Innovate

    © 2010 Altimeter Group

    slide17

    17

    Social + open = competitive advantage

    +2,200 Best Buy

    employees answer

    questions sent to

    @twelpforce

    © 2010 Altimeter Group

    slide18

    18

    Innovate with customer feedback

    Dialog

    Learn

    Support

    Innovate

    © 2010 Altimeter Group

    slide19

    19

    Fiat gathers product and market intelligence

    Contributors submit ideas,

    and can include pictures

    and embed videos. Fiat

    gets valuable ideas for

    features and design, and

    marketing and advertising.

    © 2010 Altimeter Group

    what to do first

    What to do first

    © 2010 Altimeter Group

    slide21

    21

    #1 Align openness with strategic goals

    Examine your 2010 goals

    Pick one where open and

    social can have an impact

    © 2010 Altimeter Group

    slide22

    22

    #2 Understanding the upside

    What’s the value?

    Photo by Chris Heuer

    Of karaoke?

    Of +5 million fans?

    © 2010 Altimeter Group

    the new lifetime value calculation based on your

    The new lifetime value calculation, based

    on your goals

    • 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

    + Value of support

    + Value of ideas

    • Percent that provide

    support

    • Frequency and value of

    the support

    = Customer lifetime value

    © 2010 Altimeter Group

    slide24

    24

    Make decisions with metrics

    Find more fans

    with large

    networks

    Refers

    Large

    network

    Doesn’t

    refer

    Fans

    Refers

    Small

    network

    Doesn’t

    refer

    Encourage fans

    to make more

    referrals

    © 2010 Altimeter Group

    slide25

    25

    #3 Support open leadership

    Collaborative

    Independent

    Pessimist

    Optimist

    © 2010 Altimeter Group

    slide26

    26

    Convincing the curmudgeon

    Who can best work with

    a Worried Skeptic?

    Lovisa Williams

    US State Dept.

    @State for 4 years

    Wrote first social media policy

    © 2010 Altimeter Group

    slide27

    27

    #4 Manage risk with Sandbox Covenants

    © 2010 Altimeter Group

    slide28

    28

    #5 Embrace failure

    © 2010 Altimeter Group

    slide29

    29

    Buyer blog hit the right note

    © 2010 Altimeter Group

    slide30

    30

    Summary

     New relationships require open leadership.

     Find and support your open leaders: letting go will

    yield more results.

     Get good a failure – you’ll have many.

    © 2010 Altimeter Group

    slide31

    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

    © 2010 Altimeter Group

    slide32

    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.

    © 2010 Altimeter Group