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Open Leadership: How Social Technology Can Transform The Way You Lead,[object Object],Charlene Li,[object Object],Altimeter Group,[object Object],May 6, 2010,[object Object],1,[object Object],#openleader,[object Object]
Web 2.0 Expo Speech: Open Leadership
More people visit Facebook than Yahoo!,[object Object]
4,[object Object],It’s aboutrelationships,[object Object]
5,[object Object],Why is social hard?,[object Object],Because realrelationships require that you give up control ,[object Object]
The need for open leadership			,[object Object],6,[object Object],When people get what they need from each other,[object Object],“How open do I need to be?,[object Object]
Defining Open Leadership,[object Object],7,[object Object],Having the confidence and humility to give up the need to be in control,,[object Object],while inspiring commitment from people to accomplish goals,[object Object],How to give up control, and be in command,[object Object]
Best Buy’s First Social Media Experts,[object Object],8,[object Object],Steve Bendt & Gary Koelling,[object Object]
They harnessed Best Buy’s biggest asset,[object Object],9,[object Object],The Blue Shirts,[object Object]
BlueShirtNation.com supported Best Buy’s front line employees,[object Object]
Steve & Gary had an executive sponsor,[object Object],11,[object Object],Barry Judge CMO of Best Buy,[object Object]
They kept telling him one thing…,[object Object],12,[object Object],“Barry, you gotta get a blog!”,[object Object]
Barry’s first post,[object Object],13,[object Object],“I was so relieved when it was over—it was just two sentences to get started.” ,[object Object]
The Premier Black Fiasco,[object Object],14,[object Object],6.8 million emails sent instead of 1,000 test,[object Object]
Barry’s response,[object Object],15,[object Object],“…we screwed up the execution which makes me feel sick about the customer trust that we have impacted.”,[object Object]
Openness became a strategy,[object Object],16,[object Object],Open market testing of new logo,[object Object]
+2,200 Best Buy employees provide support on Twitter,[object Object],17,[object Object]
Focus on relationships, not technologies,[object Object],What kind of relationship do you want?,[object Object],Transactional,[object Object],Occasional,[object Object],Impersonal,[object Object],Short-term,[object Object],Passionate,[object Object],Constant,[object Object],Intimate,[object Object],Loyal,[object Object]
Four goals define your open strategy, but always start with learn,[object Object],19,[object Object]
Go beyond traditional customer data,[object Object],20,[object Object],Demographic,[object Object],Geographic,[object Object],Psychographic,[object Object],Behavioral,[object Object],Socialgraphic,[object Object]
21,[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]
Dialog with your community,[object Object],22,[object Object]
DellOutlet drives sales with Twitter,[object Object],23,[object Object]
Help your members support each other,[object Object],24,[object Object]
Social moves into enterprise apps,[object Object],Salesforce Chatter,[object Object],Service Cloud w/social,[object Object],LinkedIn in Lotus Notes,[object Object],25,[object Object]
Innovate with customer feedback,[object Object],26,[object Object]
Starbucks involves 50 people around the organization,[object Object]
What to do first,[object Object]
#1 Align openness with strategic goals,[object Object],29,[object Object],Examine your 2011goals,[object Object],Pick one where open and social can have an impact ,[object Object]
30,[object Object],#2 Understanding the value,[object Object],“We tend to overvalue the things we can measure, and undervalue the things we cannot.” ,[object Object],       - John Hayes, CMO of American Express,[object Object],Value of +5 million fans?,[object Object]
The new lifetime value calculation,[object Object],[object Object]
 Size of their networks
 Percent of referred people who purchase
 Value of purchases+ Value of purchases,[object Object],[object Object],____________________,[object Object],= Customer lifetime value,[object Object],+ Value of new customers from referrals,[object Object],+ Value of insights,[object Object],[object Object]
 Frequency and value of the support+ Value of support,[object Object],+ Value of ideas,[object Object],Learn more: Webinar this Friday 5/7 bit.ly/openleaderweb2,[object Object]
#3 Understand how open you need to be,[object Object],32,[object Object]
Determine how open you need to be to meet your goals,[object Object],33,[object Object]
#4 Find and develop you open leaders,[object Object],34,[object Object],Collaborative,[object Object],Independent,[object Object],Optimist,[object Object],Pessimist,[object Object]
35,[object Object],#5 Prepare your organization,[object Object],Ideally, you should be at “4.0” for launch.,[object Object],Area of opportunity.,[object Object]
Social media triage,[object Object],36,[object Object],Take reasonable action to fix issue and let customer know action taken,[object Object],Negative,[object Object],Positive,[object Object],Yes,[object Object],Yes,[object Object],No,[object Object],Assess the message,[object Object],Evaluate the purpose,[object Object],Do you want to respond?,[object Object],Does customer need/deserve more info?,[object Object],Unhappy Customer?,[object Object],No Response,[object Object],Yes,[object Object],Are the facts correct?,[object Object],Gently correct the facts,[object Object],Yes,[object Object],No,[object Object],No,[object Object],No,[object Object],Can you add value?,[object Object],DedicatedComplainer?,[object Object],Are the facts correct?,[object Object],Yes,[object Object],Yes,[object Object],No,[object Object],No,[object Object],Yes,[object Object],Respond in kind & share,[object Object],Thank the person,[object Object],Comedian Want-to-Be?,[object Object],Explain what is being done to correct the issue.,[object Object],Is the problem being fixed?,[object Object],Yes,[object Object],No,[object Object],Yes,[object Object],Let post stand and monitor.,[object Object]
Create a culture of sharing,[object Object]
#^ Embrace failure,[object Object],38,[object Object]
Buyer blog hit the right note,[object Object],39,[object Object]

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Web 2.0 Expo Speech: Open Leadership

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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. Best Buy set up an internal community for their front line employees. They all wear blue shirts in the stores, so they call the site “blue shirt nation”. In this example, a camera case was sent to the store and it just didn’t look right. Within two hours, someone had come into the community and seen the post. It happened to be the person who designed the case. She said that she would go back and make sure that all of the right cases got sent to the right stores. How long do you think it would have taken that floor manager to figure out that he had been sent the wrong case? Probably weeks. But with Blue Shirt Nation, employees are solving problems together.
  3. Key take aways:Relationship was strongCould overcome small transgressions, mistakes are forgiven
  4. The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
  5. Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.