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Making The Case For Open Leadership<br />Charlene Li<br />Altimeter Group<br />March 11, 2010<br />1<br />For Dachis Socia...
A culture of sharing<br />
It’s about relationships<br />
These new relationships are changing business<br />New ways to get things done<br />Command & control<br />
6<br />Why is social business hard?<br />Because real relationships require that you give up control <br />
The need for open leadership			<br />7<br />When people get what they need from each other<br />Having the confidence to g...
10 elements of openness<br />8<br />
Determine how open you need to be to meet your goals<br />9<br />
Social Strategy<br />
Four goals define your strategy, but always start with learn<br />11<br />
Learn with monitoring tools<br />12<br />
Dialog with your community<br />13<br />
14<br />Curating<br />Engagement Pyramid: Focus on Watching and Sharing<br />Producing<br />Commenting<br />Sharing<br />W...
Focus on the relationship you want<br />15<br />Richard Edelman writes or records his blog posts – he doesn’t type.<br />
DellOutlet drives sales with Twitter<br />16<br />
Help your members support each other<br />17<br />
Premier Farnell supports engineers with community, and employees with “OurTube”<br />18<br />
Social + open = competitive advantage<br />19<br />+2,200 Best Buy employees answer questions sent to @twelpforce <br />
Innovate with customer feedback<br />20<br />
Starbucks innovates across the company<br />21<br />
Fiat gathers product and market intelligence<br />22<br />Contributors submit ideas, and can include pictures and embed vi...
What to do first<br />
#1 Align social with strategic goals<br />24<br />Examine your 2010 goals<br />Pick one where social can have an impact <b...
25<br />#2 Understand the value<br />What’s the value of a fan or follower?<br />16,965 followers<br />+4 million fans<br />
+ Value of purchases<br />- Cost of acquisition<br />= Customer lifetime value<br />+ Value of new customers from referral...
 Size of their networks
 Percent of referred people who purchase
 Value of purchases
 Percent that provide support
 Frequency and value of the support</li></ul>+ Value of ideas<br />
Find more fans with large networks<br />Encourage fans to make more referrals<br />Make decisions with metrics<br />27<br />
#3 Organize for different types of openness<br />28<br />
#4 Find and develop your open leaders<br />29<br />Collaborative<br />Independent<br />Optimist<br />Pessimist<br />
#5 Embrace failure<br />30<br />
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Dachis Social Business Summit - Open Leadership

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Presentation by Charlene Li at the Dachis Social Business Summit, March 11, 2010 in Austin, Texas. Discusses the need for open leadership when implementing social strategies.

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Dachis Social Business Summit - Open Leadership

  1. Making The Case For Open Leadership<br />Charlene Li<br />Altimeter Group<br />March 11, 2010<br />1<br />For Dachis Social BusinessSummit<br />
  2. A culture of sharing<br />
  3. It’s about relationships<br />
  4. These new relationships are changing business<br />New ways to get things done<br />Command & control<br />
  5. 6<br />Why is social business hard?<br />Because real relationships require that you give up control <br />
  6. The need for open leadership <br />7<br />When people get what they need from each other<br />Having the confidence to give up control and still be in command<br />
  7. 10 elements of openness<br />8<br />
  8. Determine how open you need to be to meet your goals<br />9<br />
  9. Social Strategy<br />
  10. Four goals define your strategy, but always start with learn<br />11<br />
  11. Learn with monitoring tools<br />12<br />
  12. Dialog with your community<br />13<br />
  13. 14<br />Curating<br />Engagement Pyramid: Focus on Watching and Sharing<br />Producing<br />Commenting<br />Sharing<br />Watching<br />
  14. Focus on the relationship you want<br />15<br />Richard Edelman writes or records his blog posts – he doesn’t type.<br />
  15. DellOutlet drives sales with Twitter<br />16<br />
  16. Help your members support each other<br />17<br />
  17. Premier Farnell supports engineers with community, and employees with “OurTube”<br />18<br />
  18. Social + open = competitive advantage<br />19<br />+2,200 Best Buy employees answer questions sent to @twelpforce <br />
  19. Innovate with customer feedback<br />20<br />
  20. Starbucks innovates across the company<br />21<br />
  21. Fiat gathers product and market intelligence<br />22<br />Contributors submit ideas, and can include pictures and embed videos. Fiat gets valuable ideas for features and design, and marketing and advertising.<br />
  22. What to do first<br />
  23. #1 Align social with strategic goals<br />24<br />Examine your 2010 goals<br />Pick one where social can have an impact <br />
  24. 25<br />#2 Understand the value<br />What’s the value of a fan or follower?<br />16,965 followers<br />+4 million fans<br />
  25. + Value of purchases<br />- Cost of acquisition<br />= Customer lifetime value<br />+ Value of new customers from referrals<br />+ Value of insights<br />+ Value of support<br />The new lifetime value calculation, based on your goals<br /><ul><li> Percent that refer
  26. Size of their networks
  27. Percent of referred people who purchase
  28. Value of purchases
  29. Percent that provide support
  30. Frequency and value of the support</li></ul>+ Value of ideas<br />
  31. Find more fans with large networks<br />Encourage fans to make more referrals<br />Make decisions with metrics<br />27<br />
  32. #3 Organize for different types of openness<br />28<br />
  33. #4 Find and develop your open leaders<br />29<br />Collaborative<br />Independent<br />Optimist<br />Pessimist<br />
  34. #5 Embrace failure<br />30<br />
  35. Buyer blog hit the right note<br />31<br />
  36. Build trust and manage risk <br />32<br />The Sandbox Covenant<br />
  37. Align your social business goals with your strategic goals.<br />Benchmark your progress based upon your business goals, not “engagement” data. <br />Change your mindset: letting go will yield more results. <br />Summary<br />33<br />
  38. 34<br />34<br />Thank you<br />Charlene Li<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: charleneli<br />For slides, send an email slides@altimetergroup.com<br />
  39. 35<br />About Us<br />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.<br />Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.<br />

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