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#EngagedLeader
Creating a Digital Engagement
Strategy For Leaders
3.1415
Charlene Li, Founder & CEO, Altimeter Group
@charleneli #sxsw #engagedleader
2
#EngagedLeader
3
#EngagedLeader
The Art of Followership
It’s About
Relationships
What kind of relationship do you want?
#EngagedLeader
Strategy is What You Do – And Don’t Do
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
Agenda
Agenda
The Engaged Leader Framework
#EngagedLeader
Listen to Break Down Power Distance
#EngagedLeader
Red Robin Enables Enterprise Listening of
Customers via Employees
#EngagedLeader
UPS’s Rosemary Turner Connects by Sharing with
Employees via Twitter
#EngagedLeader
Bill Marriott
Can’t Type –
But It Doesn’t
Stop Him From
Sharing
#EngagedLeader
Telstra CEO David Thodey
Engages Frequently
#EngagedLeader
Define the
Relationship With
Engagement
  
  
     
#EngagedLeader
Purpose Drives Personal Engagement
  
  
  
“I jump into customer issues because it’s dear to my heart.” 
- David Thodey, CEO of Telstra
#EngagedLeader
Thodey Mastered the Language of
Engagement Internally First
• Have a clear 
point of view
• Express 
empathy
• Understand 
limits
#EngagedLeader
Agenda
21
#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.
22
#EngagedLeader
Fear of Failure
23
#EngagedLeader
Development Stages of Engaged Leaders
Denial
Anger, Dismissal, Repudiation
Bargaining
Excuses, Escape, Desperation
Acceptance
Agreement, Realization, Awakening
Transformation
Belief, Embracement, Evangelism
24
#EngagedLeader
25
#EngagedLeader
Trust
Truth
Openness
Authentic
26
#EngagedLeader
Managing Up
Focus on
Goals
27
#EngagedLeader
Middle Managers
Focus on
Being
Facilitators
28
#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
29
#EngagedLeader
Agenda
Rigid Organizations Dynamic Organizations
Digital Requires New Ways of Working
#EngagedLeader
32
Biggest Challenges of Digital/Social
#EngagedLeader
1. Create a Culture
of Sharing
#EngagedLeader
What stories could you share that
would inspire action?
2. Build Trust with Engagement
Source: Edelman Trust Barometer, 2015
#EngagedLeader
3. Use Digital to
Make Meaningful
Decisions
The Impact of Follow-through
4. Ask the Right Questions About Value
40
“We tend to overvalue the things
we can measure, and undervalue
the things we cannot.”
- John Hayes, CMO of American Express
It’s About
Relationships
Charlene Li
charlene@altimetergroup.com
charleneli.com/blog
Twitter: charleneli
For slide, send an email to
slides@altimetergroup.com

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"The Engaged Leader" at SXSW Interactive

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