kickapps sf summit - "creating a coherent social strategy with open leadership", by...

Open LeadershipHow Social Technology Can Transform The Way You Lead

Charlene LiAltimeter GroupMay 27, 2010

Follow me on Twitter@charleneli

Open Leadership4

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

A culture of sharing

Four goals define your open strategy6

Identify opportunities in real time7

Learn with basic monitoring tools8

Understand who that person is – in real time

LinkedIn in Lotus Notes

Service Cloud w/social

Understand the socialgraphics of your audiences

DemographicDemographic

GeographicGeographic

PsychographicPsychographic

BehavioralBehavioral

SocialgraphicsSocialgraphics

Engagement Pyramid11

Curating

Producing

Commenting

Sharing

Watching

United States

South Korea

BrazilUnited

Kingdom

Curating <1% <1% <1% <1%

Producing 26.1% 53.1% 52.7% 21.1%

Commenting

34.4% 76.2% 54.0% 31.9%

Sharing 63.0% 64.6% 79.3% 61.8%

Watching 78.1% 89.3% 89.3% 78.9%

Engagement Pyramid Data12

Source: Global Wave Index Wave 12 Trendstream.net, January 2010

Dialog with your community13

Blogs establish thought leadership14

Richard Edelman has

been blogging since 2004.

Richard Edelman has

been blogging since 2004.

Kohl’s has conversations on Facebook15

DellOutlet drives sales with Twitter16

Help your members support each other17

Solarwinds uses community for call deflection and product development

Wells Fargo supports customers19

People behind the account use CoTweet

and keep banker hours

Cisco supported employees with open collaboration and social platforms

Innovate with customer feedback21

Starbucks involves 50 people around the organization

Best Buy’s First Social Media Experts23

Steve Bendt & Gary Koelling

Barry Judge CMO of Best Buy

“I was so relieved when it was over—it was just two sentences to get started.”

The Premier Black Fiasco26

6.8 million emails sent instead of 1,000 test

#1 Align openness with strategic goals28

Examine your 2010 goals

Pick one where open and social can have an impact

+ Value of purchases-Cost of acquisition

____________________

= Customer lifetime value

#2 The new lifetime value calculation

• Percent that refer• Size of their networks• Percent of referred people who purchase• Value of purchases

• Percent that provide support• Frequency and value of the support

+ Value of new customers from referrals

+ Value of support+ Value of ideas

+ Value of insights

Spreadsheets for call calculations available at open-leadership.com

Description Year 1 Year 2 Year 3

Number of original customers

10,000 5,000 3,500

Gross profit of purchases

$400,000 $200,000 $140,000

Cost of acquisition/retention

$150,000 $25,000 $17,500

Net profit $250,000 $175,000 $122,500

Lifetime value per customer

$74.89

Value of referrals $30,000 $45,906 $45,287

Value of insights $10,000 $5,438 $4,080

Value of support $5,438 $8,156 $6,120

Value of ideas $2,000 $1,000 $1,000

Net profit $297,438 $235,500 $178,986

Lifetime value per customer

$101.48

Calculating customer lifetime value30

Find more fans with

large networks

Find more fans with

large networks

Encourage fans to make

more referrals

Encourage fans to make

more referrals

Use metrics to help make decisions31

#3 Find and develop your open leaders32

Pessimist Optimist

Collaborative

Independent

#4 Prepare your organization33

Ideally, you should be at

“4.0” for launch.

Area of opportunity.

Organize for different types of openness34

Social media triage35

Can you add value?

Evaluate the

purpose

Evaluate the

purpose

Respond in kind & share

Thank the person

Unhappy Customer?Unhappy

Customer?

DedicatedComplainer?Dedicated

Complainer?

Comedian Want-to-

NegativePositive

Yes No

Do you want to

respond?

Do you want to

respond?

No Response

Take reasonable action to fix issue and let customer

know action taken

Take reasonable action to fix issue and let customer

know action taken

Are the facts

correct?

Are the facts

correct?

Gently correct the facts

Are the facts

correct?

Are the facts

correct?

Does customer need/deserve

more info?

Does customer need/deserve

more info?

Explain what is being done to

correct the issue.

Explain what is being done to

correct the issue.

Is the problem

being fixed?

Is the problem

being fixed?

Let post stand and monitor.

Assess the message

#5 Embrace failure36

Buyer blog hit the right note37

Create Sandbox Covenants

Focus on relationships, not the technologies.

Align your open and social strategies with strategic goals.

Embrace failure and mistakes – you’ll be making many of them.

Summary

Thank you

Charlene Licharlene@altimetergroup.com

charleneli.com/blog

Twitter: charleneli

For slides, send an email to

slides@altimetergroup.com

For more information & to buy the

visit open-leadership.com

About Us

Altimeter Group is a strategy consulting firm that provides

companies with a pragmatic approach to disruptive

technologies. We have four areas of focus: Leadership and

Management, Customer Strategy, Enterprise Strategy, and

Innovation and Design.

Visit us at http://www.altimetergroup.com or contact

info@altimetergroup.com.

kickapps sf summit - "creating a coherent social strategy with open leadership", by...

Business

kickapps: integrated social media solutions

katie holmes & charlene wittstock

esperat charlene shan c

kickapps sf summit - "open remarks on where we stand in the...

charlene e honeywell financial disclosure report for...

prof.ª charlene

charlene cassandra chatterton

charlene jean mindofanuntappedscholar

prism, kickapps and bentley university: an innovative case...

charlene li

charlene floral designs

charlene - smk methodist

charlene mullen catalogue 150dpi

kickapps sf summit - "dell's thoughts on social leadgen", by...

tcc charlene rge-ufrgs-feergs.pdf

kickapps sf summit - "your brand is not my friend" by alan...

social selling by kickapps

portifolio charlene

charlene ygoña

final phages monica charlene