Embed Size (px)
Citation preview
INBOUND15
Leadership in the Digital Era
Charlene Li
Principal Analyst, Altimeter
INBOUND15
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.
#INBOUND15
Strategy is What You Do – And Don’t Do
1. Digital Transformation
2. Leadership
3. Culture
INBOUND15
Digital Transformation
INBOUND15
Who Are Your Digital Customers?
INBOUND15
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
INBOUND15
INBOUND15
“You’ve got to start with the customer experience and work backwards to the technology.”
- Steve Jobs
INBOUND15
Understand the Dynamic Digital Customer Journey
INBOUND15
2 Leadership
INBOUND15
Listen atScale
Share to Shape
Engage to Transform
The Engaged Leader Framework
INBOUND15
Red Robin Enables Listening of Customer Via Employees
INBOUND15
UPS’ Rosemary Turner Connects by Sharing with Employees via Twitter
INBOUND15
Telstra CEO David Thodey Engages Frequently
INBOUND15
Define the Relationship with Engagement
INBOUND15
Purpose Drives Thodey’s Engagement
“I jump into customer issues because it’s dear to my heart.” - David Thodey, CEO of Telstra
INBOUND15
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.”
INBOUND15
Listen 15 minutes a day
Share a story that will inspire action
Engage strategically, sparingly
Three Ways to Help Leaders Be Digital
INBOUND15
3 Culture
INBOUND15
63%see changing company culture as a top challenge
Altimeter Digital Transformation Study 2014
Culture Eats Strategy For Breakfast Every Day
INBOUND15
Rigid Organizations Dynamic Organizations
Digital Requires a New Way of Working
1. Create a Culture of Sharing
#EngagedLeader #MME15
INBOUND15
1. Create a Culture of Sharing
INBOUND15
What stories could you share that would inspire action?
INBOUND15
Source: Edelman Trust Barometer, 2015
#EngagedLeader #MME15
Build Trust with Engagement
INBOUND15
“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
INBOUND15
It’s About Relationships
INBOUND15
(general blank slide)
![[Slides] Building a Corporate Social Media Education Program, with Charlene Li and Ed Terpening](https://img.dokumen.tips/doc/110x75/53ea9a908d7f7289708b518a/slides-building-a-corporate-social-media-education-program-with-charlene-li-and-ed-terpening.jpg)
![[Slides] Disruptive Technology Outlook 2012, by Charlene Li](https://img.dokumen.tips/doc/110x75/5480ce3db4af9f03288b45bc/slides-disruptive-technology-outlook-2012-by-charlene-li.jpg)
![[Webinar] Setting the Stage for Mobile Business, with Chris Silva and Charlene Li](https://img.dokumen.tips/doc/110x75/544fbcbfaf7959cb398b6fa6/webinar-setting-the-stage-for-mobile-business-with-chris-silva-and-charlene-li.jpg)
![[Report] Social Media Education for Employees, by Charlene Li and Ed Terpening](https://img.dokumen.tips/doc/110x75/54468f2cb1af9fd33a8b4647/report-social-media-education-for-employees-by-charlene-li-and-ed-terpening.jpg)
