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

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Dachis Social Business Summit - Open Leadership

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  • 27. Size of their networks
  • 28. Percent of referred people who purchase
  • 29. Value of purchases
  • 30. Percent that provide support
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Notas del editor

  1. Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
  2. While social media alone does not ensure reach, stories about this innovative project in traditional and digital media amplified project news, created awareness, spawned word of mouth and spurred participation. Ad Age reports that ‘in the two weeks starting Aug.3 2009, the site had 67,000 unique visitors who submitted 1,700 ideas, and more than 40,000 comments were posted on twitter’. As we write on October 18, 2009, the MIO site has garnered 6,683 ideas from 9,301 participants and 1,823 comments in seven categories – general, safety, design, propul- sion, ergonomics, materials and infotainment. [1] http://www.fiatmio.cc