Social Media Strategy, HSM ExpoManagement Espana

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Charlene Li

Presentation by Charlene Li on 1 June 2011 for HSM Spain in Madrid, Spain

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

It’s about RELATIONSHIPS © 2011 Altimeter Group

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

STRATEGY LEADERSHIP PREPAREDNESS © 2011 Altimeter Group

Learn with basic tools 11 What would happen if every employee could learn from customers?

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

How KLM listened and surprised flyers 13

Engagement Pyramid - Watching 15 Watch videos Read blog posts Listen to podcasts Read tweets Read discussion forum posts

Engagement Pyramid - Sharing 16 Share a link Share photos Share videos Write a status update Retweet

Engagement Pyramid - Commenting 17 Comment on a blog Write a review Rate a product Participate in a discussion forum @Reply on Twitter

Engagement Pyramid - Producing 18 Write a blog Create videos or podcasts Tweet for an audience

Engagement Pyramid - Curating 19 Moderate a wiki or discussion forum Curate a Facebook fan page

Engagement Pyramid Data 20 Source: Global Wave Index Wave 2, Trendstream.net, January 2010

Encourage commenting to get into the Facebook news feed 21

How DellOutlet drives sales with Dialog 22

TurboTax engineered Support 24 Ensures 85% employee participation in community forums

Premier Farnell supports engineers with community, and employees with “OurTube” 26

Open Leadership 29 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

Traits of Open Leaders 30 Authenticity Transparency

How Best Buy created Open Leaders 32 © 2011 Altimeter Group

Developing Open Leaders © 2010 Altimeter Group

“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 © 2010 Altimeter Group

#2 Discipline is Needed to Succeed 41 Take reasonable action to fix issue and let customer know action taken Negative Positive Yes Yes No Assess the message Evaluate the purpose Do you want to respond? Does customer need/deserve more info? Unhappy Customer? No Response Yes Are the facts correct? Gently correct the facts Yes No No No Can you add value? DedicatedComplainer? Are the facts correct? Yes Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Explain what is being done to correct the issue. Is the problem being fixed? Yes No Yes Adapted from US Air Force Comment Policy Let post stand and monitor. © 2011 Altimeter Group

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

#3 Ask the Right Questions about Value 43 “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group

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

45 Create Sandbox Covenants © 2011 Altimeter Group

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

Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com For more information & to buy the book visit open-leadership.com © 2011 Altimeter Group

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

2. 2

10. 10 Four goals define your Open Strategy

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

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

13. How KLM listened and surprised flyers 13

14. Engagement Pyramid 14

15. Engagement Pyramid - Watching 15 Watch videos Read blog posts Listen to podcasts Read tweets Read discussion forum posts

16. Engagement Pyramid - Sharing 16 Share a link Share photos Share videos Write a status update Retweet

17. Engagement Pyramid - Commenting 17 Comment on a blog Write a review Rate a product Participate in a discussion forum @Reply on Twitter

18. Engagement Pyramid - Producing 18 Write a blog Create videos or podcasts Tweet for an audience

19. Engagement Pyramid - Curating 19 Moderate a wiki or discussion forum Curate a Facebook fan page

20. Engagement Pyramid Data 20 Source: Global Wave Index Wave 2, Trendstream.net, January 2010

21. Encourage commenting to get into the Facebook news feed 21

22. How DellOutlet drives sales with Dialog 22

23. Support can be strategic 23

24. TurboTax engineered Support 24 Ensures 85% employee participation in community forums

25. Fiat invites ideas for a new car 25

26. Premier Farnell supports engineers with community, and employees with “OurTube” 26

30. Traits of Open Leaders 30 Authenticity Transparency

31. Transparency as an imperative 31

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 © 2010 Altimeter Group

39. #1 Create a Culture of Sharing 39

40. Open leaders make Sharing a Habit 40

41. #2 Discipline is Needed to Succeed 41 Take reasonable action to fix issue and let customer know action taken Negative Positive Yes Yes No Assess the message Evaluate the purpose Do you want to respond? Does customer need/deserve more info? Unhappy Customer? No Response Yes Are the facts correct? Gently correct the facts Yes No No No Can you add value? DedicatedComplainer? Are the facts correct? Yes Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Explain what is being done to correct the issue. Is the problem being fixed? Yes No Yes Adapted from US Air Force Comment Policy Let post stand and monitor. © 2011 Altimeter Group

48. Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com For more information & to buy the book visit open-leadership.com © 2011 Altimeter Group

Notas del editor

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Define how open well.

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