Leaders in organizations often communicate and practice leadership without leveraging the tools and social models that many of their teams use. This deck is a guide for leaders to understand of how to engage more effectively and establish reach within your organization. Learn practical, every-day capabilities that will upgrade your leadership and inspire your teams. Was given as a talk to the San Francisco Bay Area knowledge management group.

1. Mastering
digital
leadership
Catherine Shinners
Merced Group

2. Invite participative
communications
Master digital
fluencies
Empower networked
social structures
Model digital
leadership
Emergent
Collective
Transparent
Independent
Persistent Participation
www.mercedgroup.com

3. § Blogged status reports
with team comments
§ Shared collaboration
space
§ Co-location of artifacts
§ Online problem-solving
conversations
§ Sustained, coherent view
of team, progress
Open, shared working with your leadership team
Work collaboratively, digitally, as you have
asked your teams and workforce to do
www.mercedgroup.com

4. Show up – connector and influencer
§ Active profile on the
company social profiles
§ Your voice
§ Express your network
§ Offer up items of interest,
new learnings
Latest blog
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Leader in chief
My network
www.mercedgroup.com

5. New Solutions Organization
Our strategy this year
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Global hack-a-thon
highlights
Digital home – sustained shared experience
§ Touchstone for group cohesion
§ Shared voices
§ Sustain, build on in-person events, joint
work
§ Coherent reference for leadership & org
communications
§ Team conversation, serendipity
Our reason
for being
Leadership
profiles
Latest from
leaders
What’s hot
this month
Get to know
new team
members
Call for
input, ideas § Integrate with your communications
strategies & leadership style
§ Maintain freshness, write for web
§ Create opportunity for voices across org
§ Digital listening – scan, observe
conversation
§ Transparent responsiveness
Social conversation
Important,
official stuff
New
poll
www.mercedgroup.com

6. If you must email - rethink
§ Don’t create TLDR emails
§ Link to important content
§ Create content in an online format
that supports visible comments
and question section (helps avoid
“Reply All” syndrome)
§ Or - point to the content in your
“Digital Home” space
§ To: TeamDlist
§ From: Senior Leader
§ Subject: Important Organization
Update
Team,
Here is important organization information
https://LinkToImportant Information
Please read and comment or ask questions
in the comment section.

7. D
I
G
I
T
A
L
L
E
A
D
E
R
S
H
I
P
Social
Learning
Broaden
access to
new tools
Communities of
Practice
Accelerate
change
Builds
networks
C O M M U N I T Y M A N A G E M E N T www.mercedgroup.com
#e20dwd – Digital Work Disruption Conference

8. Profile: Cemex- global cement and building materials manufacturer – 47,000 employees, 100
countries $14.B revenue in 2009
Business challenge: Strategic initiative to increase use of alternate fuels in plants
Community collaboration process: Engage plant staff through cycles of guided community
collaboration
Business result: Advanced best practice in six weeks – normal cycle, two years.
Global call for input
§ 500 engineers & plant
managers
§ Collaborative
consensus on a
process to assess all
plants and identify
best practice
First cycle Second cycle Third cycle
Best practice review
§ Community reviewed,
commented, refined
§ Issues raised,
clarified, discussed
transparently
Knowledge sharing
community
§ Knowledge sharing to
community
§ Questions,
comments, shared in
community forum
The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees
Bradley & McDonald, 2011

9. § Test and learn with new forms of
participation in your own
workflows
§ Empower communities &
community managers
§ Adapt communications processes
& practice
§ Model behavior - be present
§ Set expectations with your direct
team
What’s an organizational leader’s role?
www.mercedgroup.com

10. Spot new qualities of value and impact
§ Scope and quality of
social reputation and
influence
§ Impactful participation
in communities
www.mercedgroup.com

11. Your leadership
§ Navigate, cultivate networks
§ Participate in social learning
opportunities
§ Use social models for sense-
making, innovating
§ Leverage digital, social tools for
observable, narrated work
§ Recognize, bring forward
network leaders
§ Struggling? Find a reverse
mentor
www.mercedgroup.com

12. In our networked
world we’re more
connected within
our organizations,
across our society
and to each other.
Catherine brings
her background as
a change agent,
communicator
and technologist
to help people &
organizations
build new agilities
and adaptations
to the way they
network, learn,
Shinners
Mercedgroup.com
@catshinners