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Presented at the Blanchard Summit, March 15, 2011
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Open Leadership: How Social Technology Can Transform How You Lead
Charlene LiAltimeter GroupMarch 15, 2011Twitter: @charleneli
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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
STRATEGY
LEADERSHIP
PREPAREDNESS
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© 2011 Altimeter Group
Four goals define your Open Strategy
Learn
Dialog
Support
Innovate
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Go beyond traditional customer data11
Demographic
Geographic
Psychographic
Behavioral
Socialgraphic
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Engagement Pyramid12
Curating
Producing
Commenting
Sharing
Watching
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United States
BrazilSouth Korea
UK
Curating <1% <1% <1% <1%
Producing 26.1% 52.7% 53.1% 21.1%
Commenting
34.4% 54.0% 76.2% 31.9%
Sharing 63.0% 79.3% 64.6% 61.8%
Watching 78.1% 89.3% 89.3% 78.9%
Engagement Pyramid Data13
Source: Global Wave Index Wave 2, Trendstream.net, January 2010
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Allow all employees to Learn14
What would happen if every employee could
learn from customers?
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How DellOutlet drives sales with Dialog
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Support can be strategic16
Starbucks involved 50 Peopleto drive Innovation
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
© 2011 Altimeter Group
Open Leadership20
Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals
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© 2011 Altimeter Group
Traits of Open Leaders21
Authenticity Transparency
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Transparency as an imperative22
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How Best Buy created Open Leaders
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
© 2011 Altimeter Group
#1 Create a Culture of Sharing28
© 2011 Altimeter Group
#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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#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
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© 2011 Altimeter Group
AND STILL BE IN COMMANDGive Up Control
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© 2011 Altimeter Group
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
