Action Plan
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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.
control relationships. So if you have
employees or customers who prefer to
communicate and build relationships
through these new social, open channels,
then you’re going to have to use them as
well—or you risk losing them to competitors (see above for action plan on creating
an open strategy).
them away from these compelling environments to come to your site. And if
you have a presence on these sites but
are not responsive to questions or
inquiries, they will see you as insincere
in your attempt to engage them in a
deeper, social relationship.
In Chapter 3 of “Open Leadership,” I
discuss how people—both customers and
employees—are engaging with your
company, brand, product, or even in a
broad topic. To help illustrate this, I use
the Engagement Pyramid, which is made
up of five levels, with each level representing a higher degree of engagement. Each
of the levels of the pyramid has specific
activities and behaviors associated with
engagement that you can easily observe.
Engagement Pyramid Data
3. How do consumers want to be
UNITED
STATES
engaged in today’s social space?
They spend their lives increasingly in
social spaces like Facebook, YouTube,
and Twitter. That means that if you
want to reach them, you have to go to
where THEY are, rather than try to pull
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%
SOURCE: Global Wave Index Wave 12 Trendstream.net, January 2010
The Engagement Pyramid
CURATING
PRODUCING
Producers: Write a blog,
Write a news story, Upload a video
COMMENTING
Commentators: Commented on a news
story, Commented on a blog, Commented / reviewed on
a price comparison site, Review on a retail site,
Review on a consumer review site
SHARING
Sharers: Share videos online, Share photos, Update social network,
Update micro-blog
WATCHING
Watchers: Watch video, Listen to a podcast, Read a blog, Visit a consumer review site,
Visit a forum / message board
FOR MORE ABOUT
“open leadership” and to read Li’s
other business insights, follow her
blog at charleneli.com/blog or at
twitter.com/charleneli.
4. You said “open leadership” is not
about total transparency but determining how much you can let go to
shape a culture of trust and earn a
relationship with consumers. What
steps can spa operators take to
perform an “openness audit” which
you identified as a crucial step to an
open strategy?
There is an openness audit resource
online at charleneli.com/open-leadership
that you can download and take for free.
It tests in particular six ways you can be
open about sharing information. For
example, do you regularly share updates
about what is happening in the spa, like
disruptions as you renovate some of the
treatment rooms…but that the end result
is going to be a much better experience
with expanded services? Or, do you ask
people to suggest improvements and
share those openly so that people can
build on those suggestions?
5. In your book, you have identified
four archetypes of today’s leaders.
Which type do you think is the most
effective?
The most effective open leader is the
Realist Optimist because this person is
optimistic about what happens when you
give up control and become more open—
but also couples it with a healthy dose of
collaboration sensibility so that he is
aware of the limitations of the organization in terms of being open.
March/April 2011
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PULSE 51