social media strategy, hsm expomanagement espana
DESCRIPTION
Presentation by Charlene Li on 1 June 2011 for HSM Spain in Madrid, SpainTRANSCRIPT
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Open Leadership: How Social Technology Can Transform How You Lead
Charlene LiAltimeter Group1 June 2011Twitter: @charleneliEmail: [email protected]
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© 2011 Altimeter Group
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OUT of CONTROL?
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It’s about RELATIONSHIPS
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How to give up control
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but still be in command
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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Four goals define your Open Strategy
Learn
Dialog
Support
Innovate
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Learn with basic tools11
What would happen if every employee could
learn from customers?
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Integrate monitoring with workflow12
From Radian 6, to be acquired by Salesforce.com
Other providers
AlterianBrandsEyeBuzzmetrics CymfonySysmosVisible Tech.
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How KLM listened and surprised flyers
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Engagement Pyramid14
Curating
Producing
Commenting
Sharing
Watching
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Engagement Pyramid - Watching15
Curating
Producing
Commenting
Sharing
Watching
Watch videosRead blog posts
Listen to podcasts
Read tweetsRead discussion
forum posts
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Engagement Pyramid - Sharing16
Curating
Producing
Commenting
Sharing
Watching
Share a linkShare photosShare videosWrite a status
updateRetweet
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Engagement Pyramid - Commenting17
Curating
Producing
Commenting
Sharing
Watching
Comment on a blog
Write a reviewRate a productParticipate in a
discussion forum@Reply on
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Engagement Pyramid - Producing18
Curating
Producing
Commenting
Sharing
Watching
Write a blogCreate videos or
podcastsTweet for an
audience
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Engagement Pyramid - Curating19
Curating
Producing
Commenting
Sharing
Watching
Moderate a wiki or discussion
forumCurate a
Facebook fan page
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Spain Germany UKUnited States
Curating <1% <1% <1% <1%
Producing 30.3% 21.1% 52.7% 26.1%
Commenting
45.1% 31.9% 54.0% 34.4%
Sharing 58.6% 61.8% 79.3% 63.0%
Watching 82.2% 78.9% 89.3% 78.1%
Engagement Pyramid Data20
Source: Global Wave Index Wave 2, Trendstream.net, January 2010
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Encourage commenting to get into the Facebook news feed
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How DellOutlet drives sales with Dialog
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Support can be strategic23
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TurboTax engineered Support24
Ensures 85% employee
participation in community forums
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Fiat invites ideas for a new car25
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Premier Farnell supports engineers with community, and employees with “OurTube”
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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Open Leadership29
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
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Traits of Open Leaders30
Authenticity Transparency
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Transparency as an imperative31
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How Best Buy created Open Leaders
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Developing Open Leaders
© 2010 Altimeter Group
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“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
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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#1 Create a Culture of Sharing39
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Open leaders make Sharing a Habit
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#2 Discipline is Needed to Succeed
Can you add value?
Evaluate the
purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer
?
Comedian Want-to-
Be?
NegativePositive
Yes No
Do you want to
respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer know action taken
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/deserve
more info?
Yes
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
Adapted from US Air Force Comment Policy
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Use training to create knowledge and practice3
Center of Excellence
Executives
EmployeesBusiness
Units
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#3 Ask the Right Questions about Value
“We tend to overvalue the things we
can measure, and undervalue the
things we cannot.”
- John Hayes, CMO of American
Express
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No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
#4 Prepare for Failure
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Create
Sandbox
Covenants
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It’s about RELATIONSHIPS
© 2011 Altimeter Group
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AND STILL BE IN COMMANDGive Up Control
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Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
For more information & to buy the
book
visit open-leadership.com
© 2011 Altimeter Group