Web 2.0 Expo speech May 6, 2010 by Charlene Li entitled, "Open Leadership: How Social Technology Can Transform How You Lead". Learn more at open-leadership.com
5. 5 Why is social hard? Because realrelationships require that you give up control
6. The need for open leadership 6 When people get what they need from each other “How open do I need to be?
7. Defining Open Leadership 7 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals How to give up control, and be in command
8. Best Buy’s First Social Media Experts 8 Steve Bendt & Gary Koelling
18. Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal
19. Four goals define your open strategy, but always start with learn 19
20. Go beyond traditional customer data 20 Demographic Geographic Psychographic Behavioral Socialgraphic
21. 21 Curating Engagement Pyramid: Focus on Watching and Sharing Producing Commenting Sharing Watching
29. #1 Align openness with strategic goals 29 Examine your 2011goals Pick one where open and social can have an impact
30. 30 #2 Understanding the value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express Value of +5 million fans?
38. #4 Find and develop you open leaders 34 Collaborative Independent Optimist Pessimist
39. 35 #5 Prepare your organization Ideally, you should be at “4.0” for launch. Area of opportunity.
40. Social media triage 36 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 Let post stand and monitor.
45. What the future will bring 41 Social networks will be like air
46. Focus on relationships. Align your social strategy with strategic goals. Support open leaders in your organization. Be prepared for failure – you’ll encounter many. Summary 42
47. 43 43 Thank you Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com Learn more and buy the book atopen-leadership.com
Hinweis der Redaktion
Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
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.
Key take aways:Relationship was strongCould overcome small transgressions, mistakes are forgiven
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.
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”.