Developing & Measuring Open Leadership Strategies
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Developing & Measuring Open Leadership Strategies
Charlene LiAltimeter GroupMay 7, 2010
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#openleader
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© 2010 Altimeter Group
CMO: We need a blog and Twitter strategy. VP Customer Service: We’ll just complaints.
VP Product Development: But we need feedback and new ideas to beat the competition.
VP Sales: Competitors will steal the ideas and unhappy customers.
CMO: With reviews, we’ll know what’s wrong and can then fix it.
CEO: Negative reviews will kill sales.
VP Biz Dev: Dell does this
CEO: We’re not Dell.
Determining how open you will be2
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© 2010 Altimeter Group
Social technology forces you to be open
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When people get what they need from each other
“How open do I need to be?
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© 2010 Altimeter Group
Open Leadership4
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
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© 2010 Altimeter Group
1. Identify a strategic goal to address.2. Put in place learning systems to support
that goal.3. Determine which open-driven objective can
help the most.4. Gauge the need to be open.5. Gauge your ability to be open.
Steps To Create Your Open Strategy5
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© 2010 Altimeter Group
Align openness with strategic goals6
Examine your 2010 and 2011 goals
Pick one where open and social can have an impact
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© 2010 Altimeter Group
Four goals define your open strategy, but always start with learn
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© 2010 Altimeter Group
Open learning adds to traditional tools
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© 2010 Altimeter Group
Open learning adds to traditional tools
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© 2010 Altimeter Group
Learn with basic monitoring tools10
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© 2010 Altimeter Group
Open learning adds to traditional tools
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© 2010 Altimeter Group
Community insight platforms12
» CommunispaceNetworked Insights
PassengerUmbria
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© 2010 Altimeter Group
Open learning adds to traditional tools
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© 2010 Altimeter Group
Understand who that person is – in real time
LinkedIn in Lotus Notes
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Service Cloud w/social
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© 2010 Altimeter Group
Listen so you can respond appropriately
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Is “lkilpatrick” an elite customer?
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© 2010 Altimeter Group
Traditional Learning
OpenLearning
Speed Days and weeks Minutes and hours
Scale Thousands Millions
Costs $$ to $$$ Free or $
Distribution Market research All employees
The value of open learning16
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© 2010 Altimeter Group
Description Benefit
Reduce the cost of focus groups- Assumes 12 sessions @$5K each
$60,000
Real-time insight generation- One extra product per year- Avoid a big mistake, cost savings from not doing a campaign
$100,000$25,000
Alignment for a strategic goal- Reduce training classes- Increase employee buy-in, morale, retention-- Strategic partners develop solutions
$160,000$200,000$250,000
Total benefit $795,000
Total cost $410,000
Net benefit $385,000
Return 94%
Calculating the value of open learning
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Spreadsheets online at open-leadership.com
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© 2010 Altimeter Group
Finding the signal in the noise.• Analytics are still in infancy stages.
Insights are not always representative. Distributed, open learning threatens the
market research department.• Example: CEO keeps repeating “insight” from a
single tweet or blog post. Market research reasserts its authority by
being the enabler of open learning.• Aggregate and distribute with speed• Analyze and distill with deeper insights.
What’s hard about open learning?18
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© 2010 Altimeter Group
Dialog with your community19
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© 2010 Altimeter Group
Blogs establish thought leadership20
Richard Edelman has
been blogging since 2004.
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© 2010 Altimeter Group
DellOutlet drives sales with Twitter21
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© 2010 Altimeter Group
Kohl’s has conversations on Facebook
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© 2010 Altimeter Group
Engagement Pyramid: Focus on Watching and Sharing
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Curating
Producing
Commenting
Sharing
Watching
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© 2010 Altimeter Group
United States
South Korea Brazil United
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 Data24
Source: Global Wave Index Wave 12 Trendstream.net, January 2010
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© 2010 Altimeter Group
Engagement scores of 100 top brands
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+18% revenue+15% gross margin
growth
-6% revenue-11% gross margin
growth
+10% revenue+1% gross margin
growth
+5% revenue+3% gross margin
growth
Source: EngagementDB.com
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© 2010 Altimeter Group
Description Benefit
Increased revenue-$3 million incremental revenue (10% profit)- Deeper engagement with customers
$300,000$100,000
Increased awareness-Advertising equivalent (5M impressions at $10 CPM) $500,000
Improve reputation of the organization-Negative sentiment reduced from 25% to 10% and reduces customer churn
$100,000
Avoid potential PR blowup- Assumes cost of $250,000 in lost revenues
$250,000
Hire better peopleScale engagementImprove SEO
$400,000$500,000$500,000
Total benefit $2,650,000
Total cost $150,000
Net benefit $2,500,000
Return 1,667%
Calculating the value of open dialog26
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© 2010 Altimeter Group
Help your members support each other
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© 2010 Altimeter Group
Solarwinds uses community for call deflection and product development
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© 2010 Altimeter Group
Comcast made support proactive with indirect deflection
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Took 3 minutes to
notify entire system of
off-air channel
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© 2010 Altimeter Group
Cisco supported employees with open collaboration and social platforms
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© 2010 Altimeter Group
Description Benefit
Call deflection- 10% of 100,000 calls/year at $10/call $100,000
Identify support problems in advance (indirect call deflection)- Notify customers ahead of time
$100,000
Greater employee productivity (fewer emails, find experts, fewer meetings)-Get back two hours/week- Cost avoidance because employees find solutions
$600,000$200,000
Better employee moral and commitment- Lower employee churn, reduce recruitment costs
$200,000
Total benefit $1,200,000
Total cost $300,000
Net benefit $900,000
Return 300%
Calculating the value of open support
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© 2010 Altimeter Group
Innovate with customer feedback32
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© 2010 Altimeter Group
Dell’s IdeaStorm measures the health of its community, not value of ideas
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13,000 ideas389
implemented(11/month, 3%
of all ideas)
Metrics used:- % who comment
- quality of ideas
- rate of Dell’s response to
ideas
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© 2010 Altimeter Group
Starbucks involves 50 people around the organization
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© 2010 Altimeter Group
P&G goes outside for innovation35
P&G made outside-in
innovation a priority
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Description Benefit
Diversity of designs and ideas- Results in products that sell better $1,000,000
Innovations develop faster- Gets product to market quickly $250,000
More accurate projections and predictions- Anticipates product won’t be a success, so closes it
$50,000
Customer & employee commitment and loyalty- Better buy-in, reduce customer/employee churn $200,000
Total benefit $1,500,000
Total cost $200,000
Net benefit $1,300,000
Return 650%
Calculating the value of open innovation
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© 2010 Altimeter Group
+ Value of purchases- Cost of acquisition
____________________
= Customer lifetime value
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
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© 2010 Altimeter Group
Find more fans with
large networks
Encourage fans to make
more referrals
Use metrics to help make decisions38
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© 2010 Altimeter Group
1. Identify a strategic goal to address.2. Put in place learning systems to support
that goal.3. Determine which open-driven objective can
help the most.4. Gauge the need to be open.5. Gauge your ability to be open.
Steps To Create Your Open Strategy39
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© 2010 Altimeter Group
#3 Understand how open you need to be
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© 2010 Altimeter Group
Determine how open you need to be to meet your goals
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Platform
Crowdsourcing
Open Mic
Conversing
Updating
Explaining
Today
More on openness metrics at open-leadership.com
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© 2010 Altimeter Group
Open-driven Objective
Apple’s Openness
Learn Apple closely monitors high levels of dialog for ideas, opportunity
Dialog There’s already a great deal of dialog, but without Apple. In fact, customers anticipate big announcements so secrecy adds to the Apple experience.
Support Apple support forums have many eager contributors, Apple rarely participates.
Innovation Arguably already the most creative minds are inside Apple. They don’t want/need outside input.
The Apple Factor42
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© 2010 Altimeter Group
Brilliant engineers and designers Charismatic CEO Brand that its customers love and support
Why Apple can afford to be less open
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© 2010 Altimeter Group
Define your objectives, and make sure they are aligned with your strategic goals.
Identify the most important key performance indicators already in use in your organization.
Identify open activities that support your KPIs.
Establish a baseline for your objectives and KPIs.
Optimize and adjust your KPIs and priorities.
Action Plan44
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© 2010 Altimeter Group
Finding & Supporting Your Open Leaders
• Friday, May 14th, 10am PT
(bit.ly/openleaderweb3)
How Open Leaders Embrace & Recover From
Failure
• Friday, May 21st, 10am PT
(bit.ly/openleaderweb4)
Upcoming Open Leadership Webinars
45
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© 2010 Altimeter Group
Focus on relationships.
Align your social strategy with strategic goals.
Support open leaders in your organization.
Be prepared for failure – you’ll encounter many.
Summary46
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© 2010 Altimeter Group
47
Thank you
47
Charlene [email protected]
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
Learn more and buy the book at
open-leadership.com