Presentation by Charlene Li at SXSW Interactive, Austin, TX on Saturday, March 14, 2015 (Pi Day) Title: Creating A Digital Engagement Strategy for Leaders Description: Digital and social technologies have revolutionized relationships – and leadership is not immune. Despite the pressure to engage, leaders remain on the sidelines, paralyzed by fear and the unknown. We’ll look at how leaders can use technology to listen, share, and engage with employees and customers, at scale. We’ll also discuss common objections and concerns of leaders – and how to address them.

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#EngagedLeader
Creating a Digital Engagement
Strategy For Leaders
3.1415
Charlene Li, Founder & CEO, Altimeter Group
@charleneli #sxsw #engagedleader

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#EngagedLeader

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#EngagedLeader
The Art of Followership

4. It’s About
Relationships

5. What kind of relationship do you want?
#EngagedLeader

6. Strategy is What You Do – And Don’t Do

7. The Engaged Leader:
A Strategy for Your
Digital Transformation
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.
Book available in the SXSW bookstore
Preorder at charleneli.com

8. Agenda

9. Agenda

11. The Engaged Leader Framework
#EngagedLeader

12. Listen to Break Down Power Distance
#EngagedLeader

13. Red Robin Enables Enterprise Listening of
Customers via Employees
#EngagedLeader

14. UPS’s Rosemary Turner Connects by Sharing with
Employees via Twitter
#EngagedLeader

15. Bill Marriott
Can’t Type –
But It Doesn’t
Stop Him From
Sharing
#EngagedLeader

16. Telstra CEO David Thodey
Engages Frequently
#EngagedLeader

17. Define the
Relationship With
Engagement
#EngagedLeader

18. Purpose Drives Personal Engagement
“I jump into customer issues because it’s dear to my heart.”
- David Thodey, CEO of Telstra
#EngagedLeader

19. Thodey Mastered the Language of
Engagement Internally First
• Have a clear
point of view
• Express
empathy
• Understand
limits
#EngagedLeader

20. Agenda

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#EngagedLeader
Top Excuses
I don’t have the time.
It’s marketing’s job.
It doesn’t replace face to face.
Who cares what I had for lunch?
I don’t want to get my
company in trouble.
It’s not about me.

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#EngagedLeader
Fear of Failure

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#EngagedLeader
Development Stages of Engaged Leaders
Denial
Anger, Dismissal, Repudiation
Bargaining
Excuses, Escape, Desperation
Acceptance
Agreement, Realization, Awakening
Transformation
Belief, Embracement, Evangelism

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#EngagedLeader

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#EngagedLeader
Trust
Truth
Openness
Authentic

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#EngagedLeader
Managing Up
Focus on
Goals

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#EngagedLeader
Middle Managers
Focus on
Being
Facilitators

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#EngagedLeader
Digital Engagement Requires Judgment
– and the Confidence to Use It
What you
should do
What you
shouldn’t do
Judgment is needed in
between

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#EngagedLeader

30. Agenda

31. Rigid Organizations Dynamic Organizations
Digital Requires New Ways of Working
#EngagedLeader

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Biggest Challenges of Digital/Social
#EngagedLeader

34. 1. Create a Culture
of Sharing
#EngagedLeader

35. What stories could you share that
would inspire action?

37. 2. Build Trust with Engagement
Source: Edelman Trust Barometer, 2015
#EngagedLeader

38. 3. Use Digital to
Make Meaningful
Decisions

39. The Impact of Follow-through

40. 4. Ask the Right Questions About Value
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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

41. It’s About
Relationships

42. Charlene Li
charlene@altimetergroup.com
charleneli.com/blog
Twitter: charleneli
For slide, send an email to
slides@altimetergroup.com