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SSATB Keynote on Open Leadership in Secondary Schools

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Speech at SSATB by Charlene Li on Sept. 22, 2011 in Phoenix, AZ discussing how independent secondary schools can practice open leadership and how they can create a coherent strategy around social media. Includes examples of how secondary schools can/should use social media.

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SSATB Keynote on Open Leadership in Secondary Schools

  1. Using Social Media In Schools<br />Charlene Li<br />Altimeter Group<br />Twitter: @charleneli<br />Email: charlene@altimetergroup.com<br />1<br />
  2. 2<br />
  3. OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
  4. 4<br />© 2011 Altimeter Group<br />
  5. 5<br />© 2011 Altimeter Group<br />
  6. 6<br />How to give up control<br />but still be in command<br />© 2011 Altimeter Group<br />
  7. It’s about<br />RELATIONSHIPS<br />© 2011 Altimeter Group<br />
  8. STRATEGY<br />LEADERSHIP<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  9. STRATEGY<br />LEADERSHIP<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  10. 10<br />Four goals define your Open Strategy<br />
  11. What you can learn from social media<br />11<br />
  12. Engagement Pyramid<br />12<br /><1%<br />26%<br />34%<br />63%<br />78%<br />
  13. Define Your Strategy With Goals<br />13<br />
  14. Conversations, not messages<br />Human, not corporate<br />Continuous, not episodic<br />The New Normal<br />14<br />
  15. Use Twitter to engage in conversation<br />15<br />
  16. Northfield Mount Hermon talks with prospective students, alums, students etc.<br />16<br />
  17. Blogs provide a starting point for dialog<br />17<br />
  18. 18<br />Pull your social media into one place<br />http://www.nmhschool.org/nmhbook<br />
  19. The “award” winning Hopkins social media site is run by students <br />19<br />http://www.hopkins-interactive.com/<br />
  20. But what do you do about unseemly conversations?<br />20<br />
  21. Define Your Strategy With Goals<br />21<br />
  22. Facebook supports Q&A<br />22<br />
  23. Use “The Wall” for updates<br />23<br />
  24. Use hashtags to find discussions<br />24<br />#isedchat<br />#collegebound<br />#collegechat<br />#higheredchat<br />List of Twitter Chat: https://bitly.com/hashtagchat<br />
  25. Define Your Strategy With Goals<br />25<br />
  26. Starbucks involves 50 people around the organization in innovation<br />Over 100 ideas have been implemented<br />
  27. Use ratings to find out what’s working (and what’s not)<br />27<br />
  28. STRATEGY<br />LEADERSHIP<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  29. STRATEGY<br />LEADERSHIP <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  30. Leaderships means having followers<br />30<br />“Leadership is a relationship between those who aspire to lead and those who choose to follow.”<br />- From “The Leadership Challenge”<br />
  31. Open Leadership<br />31<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />© 2011 Altimeter Group<br />
  32. 10 elements of openness<br />32<br />
  33. Determine how open you need to be with information to meet your goals<br />33<br />Visit open-leadership.com to conduct your own openness audit<br />
  34. How open are you?<br />34<br />Workshop at 10:30am will conduct the audit<br />
  35. Traits of Open Leaders<br />35<br />Authenticity<br />Transparency<br />
  36. Transparency as an imperative<br />36<br />
  37. How Best Buy created Open Leaders<br />37<br />© 2011 Altimeter Group<br />
  38. Barry’s first post<br />38<br />
  39. Retailer Best Buy has 2,500 employees providing support via Twitter<br />39<br />
  40. STRATEGY<br />LEADERSHIP<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  41. STRATEGY<br />LEADERSHIP<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  42. Social Business Hierarchy of Needs<br />42<br />Source: Altimeter Group (August 2011)<br />
  43. #1 Align social with key Strategic Goals<br />43<br />Examine your 2011 & 2012 goals<br />Pick ones where social will have an impact <br />Start small, but now<br />
  44. #2 Create a Culture of Sharing<br />44<br />
  45. #3 Discipline is Needed to Succeed<br />45<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Adapted from US Air Force Comment Policy<br />Let post stand and monitor.<br />© 2011 Altimeter Group<br />
  46. No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />#4 Master the Art of Failure<br />46<br />© 2011 Altimeter Group<br />
  47. 47<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
  48. It’s about<br />RELATIONSHIPS<br />© 2011 Altimeter Group<br />
  49. Charlene Li<br />charlene@altimetergroup.com<br />charleneli.com/blog<br />Twitter: charleneli<br />For slides, send an email to slides@altimetergroup.com<br />For more information & to buy the book<br />visit open-leadership.com<br />© 2011 Altimeter Group<br />
  50. 50<br />Open Leadership Workshop<br />Charlene Li<br />Altimeter Group<br />Twitter: @charleneli<br />Email: charlene@altimetergroup.com<br />
  51. 51<br />It’s aboutrelationships<br />
  52. What kind of relationship do you want?<br />52<br />
  53. 53<br />Why is social hard?<br />Because realrelationships require that you give up control <br />
  54. Open Leadership<br />54<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />How to give up control, and be in command<br />
  55. 10 elements of openness<br />55<br />
  56. Explaining strategic decisions<br />56<br />Open book management<br />Managing leaks<br />
  57. 57<br />Updating with every day stuff<br />
  58. Conversing: John Deere on Facebook<br />58<br />
  59. Open Mic: When people contribute<br />59<br />
  60. Crowdsourcing new content<br />60<br />
  61. Open platforms make it easy to partner and share<br />61<br />Open architecture<br />Open data access<br />
  62. 62<br />Centralized<br />Democratic<br />Distributed<br />Consensus<br />Decision making models<br />
  63. Determine how open you need to be with information to meet your goals<br />63<br />Visit open-leadership.com to conduct your own openness audit<br />
  64. How do you currently make decisions?<br />Acquisitions, partnerships<br />Product development, branding/positioning<br />Budgeting, hiring<br />How effective is it?<br />How would involving different/more people have an impact?<br />How would greater information sharing improve decision making?<br />Evaluate your decision making process<br />64<br />
  65. Assessment - How open is your organization?<br />65<br />What kind of relationship do you want?<br />Determine how open you need to be to get that relationship.<br />Conduct an openness audit of your information sharing and decision making processes.<br />Identify and understand where you have the biggest concerns about giving up control. <br />
  66. 66<br />66<br />Thank you<br />Charlene Li<br />charlene@altimetergroup.com<br />charleneli.com/blog<br />Twitter: charleneli<br />For slides, send an email to slides@altimetergroup.com<br />Visit open-leadership.com<br />

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