INBOUND 2015

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Leadership in the
Digital Era
Charlene Li
Principal Analyst, Altimeter

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It’s About
Relationships

3. 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

5. 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 at
Scale
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

20. “I don’t have the time.”

21. #MKTNATION
“It’s not about me.”

22. #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

28. 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

38. 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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