Charlene Li - Leadership In The Digital Era

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Leadership in the Digital Era

Charlene Li

Principal Analyst, Altimeter

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It’s About Relationships

An engaged leader is someone who uses digital, mobile, and social tools strategically to achieve established goals as they relate to leading people and managing organizations.

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Strategy is What You Do – And Don’t Do

1. Digital Transformation

2. Leadership

3. Culture

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Digital Transformation

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Who Are Your Digital Customers?

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Age 18-29 30-49 50-64 65+% using Facebook 87% 73% 63% 56%% using Instagram 53% 25% 11% 6%% using Twitter 37% 25% 12% 10%% using Pinterest 34% 28% 27% 17%% using LinkedIn 23% 31% 30% 21%

How Different Really Are Millennials?

Source: Pew Research, Social Media Update, 2014

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“You’ve got to start with the customer experience and work backwards to the technology.”

- Steve Jobs

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Understand the Dynamic Digital Customer Journey

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2 Leadership

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Listen atScale

Share to Shape

Engage to Transform

The Engaged Leader Framework

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Red Robin Enables Listening of Customer Via Employees

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UPS’ Rosemary Turner Connects by Sharing with Employees via Twitter

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Telstra CEO David Thodey Engages Frequently

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Define the Relationship with Engagement

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Purpose Drives Thodey’s Engagement

“I jump into customer issues because it’s dear to my heart.” - David Thodey, CEO of Telstra

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The Impact of Follow-Through

“I don’t have the time.”

#MKTNATION

“It’s not about me.”

#MKTNATION

“I don’t want to get my organization in trouble.”

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Listen 15 minutes a day

Share a story that will inspire action

Engage strategically, sparingly

Three Ways to Help Leaders Be Digital

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3 Culture

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63%see changing company culture as a top challenge

Altimeter Digital Transformation Study 2014

Culture Eats Strategy For Breakfast Every Day

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Rigid Organizations Dynamic Organizations

Digital Requires a New Way of Working

1. Create a Culture of Sharing

#EngagedLeader #MME15

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1. Create a Culture of Sharing

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What stories could you share that would inspire action?

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Source: Edelman Trust Barometer, 2015

#EngagedLeader #MME15

Build Trust with Engagement

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“We tend to overvalue the things

we can measure, and undervalue

the things we cannot.” - John Hayes, CMO of American Express

Ask the Right Questions Around Value

Courage

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It’s About Relationships

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Thank you!Charlene Li

charlene@altimetergruop.com@charleneli

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