ssatb keynote on open leadership in secondary schools
DESCRIPTION
Speech at SSATB by Charlene Li on Sept. 22, 2011 in Phoenix, AZ discussing how independent secondary schools can practice open leadership and how they can create a coherent strategy around social media. Includes examples of how secondary schools can/should use social media.TRANSCRIPT
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Using Social Media In Schools
Charlene LiAltimeter GroupTwitter: @charleneliEmail: [email protected]
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© 2011 Altimeter Group
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OUT of CONTROL?
© 2011 Altimeter Group
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© 2011 Altimeter Group© 2011 Altimeter Group
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© 2011 Altimeter Group© 2011 Altimeter Group
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How to give up control
© 2011 Altimeter Group
but still be in command
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It’s about RELATIONSHIPS
© 2011 Altimeter Group
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
Four goals define your Open Strategy
Learn
Dialog
Support
Innovate
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What you can learn from social media
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Engagement Pyramid12
Curating
Producing
Commenting
Sharing
Watching
<1%
34%
26%
78%
63%
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Define Your Strategy With Goals13
Learn
Dialog
Support
Innovate
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Conversations, not messages
Human, not corporate
Continuous, not episodic
The New Normal14
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© 2011 Altimeter Group
Use Twitter to engage in conversation
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Northfield Mount Hermon talks with prospective students, alums, students etc.
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Blogs provide a starting point for dialog
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Pull your social media into one place
http://www.nmhschool.org/nmhbook
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The “award” winning Hopkins social media site is run by students
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http://www.hopkins-interactive.com/
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But what do you do about unseemly conversations?
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Define Your Strategy With Goals21
Learn
Dialog
Support
Innovate
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© 2011 Altimeter Group
Facebook supports Q&A22
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Use “The Wall” for updates23
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Use hashtags to find discussions24
List of Twitter Chat: https://bitly.com/hashtagchat
#isedchat
#collegebound
#collegechat
#higheredchat
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© 2011 Altimeter Group
Define Your Strategy With Goals25
Learn
Dialog
Support
Innovate
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© 2011 Altimeter Group
Starbucks involves 50 people around the organization in innovation
Over 100 ideas have been
implemented
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Use ratings to find out what’s working (and what’s not)
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
Leaderships means having followers30
“Leadership is a relationship between those who aspire to lead and those who choose to follow.”
- From “The Leadership Challenge”
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Open Leadership31
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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© 2011 Altimeter Group
10 elements of openness32
• Explaining• Updating• Conversing• Open Mic• Crowdsourcing• Platforms
Information Sharing
• Centralized• Democratic• Self-managing• Distributed
Decision Making
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© 2011 Altimeter Group
Determine how open you need to be with information to meet your goals
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Platform
Crowdsourcing
Open Mic
Conversing
Updating
Explaining
Today
Visit open-leadership.com to conduct your own openness audit
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© 2011 Altimeter Group
How open are you?34
Workshop at 10:30am will conduct the
audit
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Traits of Open Leaders35
Authenticity Transparency
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Transparency as an imperative36
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How Best Buy created Open Leaders
© 2011 Altimeter Group
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Barry’s first post38
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Retailer Best Buy has 2,500 employees providing support via Twitter
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STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
STRATEGY
LEADERSHIP
PREPAREDNESS
© 2011 Altimeter Group
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Social Business Hierarchy of Needs42
Source: Altimeter Group (August 2011)
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#1 Align social with key Strategic Goals
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Examine your 2011 & 2012 goals
Pick ones where social will have an impact
Start small, but now
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#2 Create a Culture of Sharing44
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#3 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
© 2011 Altimeter Group
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No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
#4 Master the Art of Failure
© 2011 Altimeter Group
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Create
Sandbox
Covenants
© 2011 Altimeter Group
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It’s about RELATIONSHIPS
© 2011 Altimeter Group
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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
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It’s about relationships
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TransactionalOccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
What kind of relationship do you want?
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Why is social hard?
Because realrelationships require that you give up control
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© 2011 Altimeter Group
Open Leadership54
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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© 2011 Altimeter Group
10 elements of openness55
• Explaining• Updating• Conversing• Open Mic• Crowdsourcing• Platforms
Information Sharing
• Centralized• Democratic• Self-managing• Distributed
Decision Making
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© 2011 Altimeter Group
Explaining strategic decisions56
Open book management
Managing leaks
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Updating with every day stuff
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Conversing: John Deere on Facebook58
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Open Mic: When people contribute59
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Crowdsourcing new content60
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Open platforms make it easy to partner and share
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Open architecture Open data access
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Centralized Democratic
Consensus Distributed
Decision making models
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© 2011 Altimeter Group
Determine how open you need to be with information to meet your goals
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Platform
Crowdsourcing
Open Mic
Conversing
Updating
Explaining
Today
Visit open-leadership.com to conduct your own openness audit
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© 2011 Altimeter Group
How do you currently make decisions?• Acquisitions, partnerships
• Product development, branding/positioning
• Budgeting, hiring How effective is it? How would involving different/more people
have an impact? How would greater information sharing
improve decision making?
Evaluate your decision making process
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Assessment - How open is your organization?
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What kind of relationship do you want? Determine how open you need to be to get
that relationship. Conduct an openness audit of your
information sharing and decision making processes.
Identify and understand where you have the biggest concerns about giving up control.
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Thank you
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Charlene [email protected]
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
Visit open-leadership.com