1. Open Leadership: How Social Technology Can Transform How You Lead Charlene Li Altimeter Group August 25, 2010 1 Twitter: @charleneli #ATLCharleneLi

3. 3 It’s aboutrelationships

4. Open Leadership 4 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals

5. Conversations, not messages Human, not corporate Continuous, not episodic The New Normal 5

6. 10 elements of openness 6

7. Determine how open you need to be with information to meet your goals 7 Openness audit available at http://bit.ly/opennessaudit

8. 8 Curating Understand the socialgraphics of your audience U.S. adults Producing <1% Commenting 26% Sharing 34% Watching 63% 78% Source: Global Wave Index Wave 2 Trendstream.net, January 2010

9. Four goals define your open strategy 9

10. How Best Buy became open 10

11. Best Buy’s First Social Media Experts 11 Steve Bendt & Gary Koelling

12. Steve & Gary had an executive sponsor 12 Barry Judge CMO of Best Buy

13. Barry’s first post 13 “I was so relieved when it was over—it was just two sentences to get started.”

14. The Premier Black Fiasco 14 6.8 million emails sent instead of 1,000 test

15. 15

16. 16 Being an Open Leader

17. The Four Open Leadership Archetypes 17 Collaborative Independent Pessimist Optimist

19. Authentic

20. Transparent

22. Authenticity was earned over time 20

23. Transparency came slowly but surely to Wells Fargo 21 March 2006 January 2009

24. Transparency takes time, patience 22

25. Discipline led to results at Dept. of State 23 Started with clear social media policy. Reached out to leaders with the greatest need – embassy staff. Jakarta embassy has ~150,000 fans on Facebook.

26. 24 Create Sandbox Covenants

27. 25 Getting Started

28. #1 Align openness with strategic goals 26 Examine your 2010 goals Pick one where open and social can have an impact

29. #2 Prepare your organization 27 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.

30. 28 “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express #3 Understand the value

32. Size of their networks

33. Percent of referred people who purchase

35. Frequency and value of the support+ Value of support + Value of ideas Spreadsheets for 15 year lifetime value calculation available at charleneli.com/resources

37. Encourage dialog to foster trust and speed recovery.

38. Adopt Google’s mantra: “Fail fast, fail smart”#4 Prepare for failure

39. Focus on relationships, not the technologies. Determine how open you need to be achieve your strategic goals. Seek out and support your open leaders. Embrace failure and mistakes – you’ll be making many of them. Summary 31

40. Open Leadership Awards 32 Case studies due September 10th http://bit.ly/OLawards2010

41. 33 33 Thank you Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com Open Leadership Awards http://bit.ly/OLawards2010