Charlene is a well-regarded author and researcher. Her current research focuses on how organization can thrive with disruption, digital and social strategies, and how organizations can effectively deploy social technologies to change the future of work.
|The Engaged Leader: A Strategy for Your Digital Transformation
By Charlene Li
Published March 2015
Technology has revolutionized the very idea and nature of relationships between leaders and their followers. Yet, many leaders remain stuck at arms-length from those they lead and serve, relying on specialized teams to interact with customers, their direct reports to keep tabs on how employees are doing, and on the digital natives in their organization to stay abreast of new technologies.
Now, in The Engaged Leader: A Strategy for Your Digital Transformation, Li helps leaders adapt to the demands, and opportunities of digital leadership. To be a true digital leader requires a metamorphosis: you must connect directly by listening, sharing, and engaging using digital technologies. This metamorphosis is not easy, comfortable, or painless—if your palms aren’t sweaty or your stomach isn’t churning, then you probably aren’t really practicing digital leadership.
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|The Seven Success Factors of Social Business Strategy
By Charlene Li and Brian Solis
Published July 2013
Altimeter analysts Charlene Li and Brian Solis proudly introduce their new book The Seven Success Factors of Social Business Strategy. It was written to help readers learn how to better align social media strategies with business objectives to deliver real results and ROI.
Charlene and Brian spent the better part of a year studying how companies employed social media strategies and how their businesses evolved as a result. The initial findings were outlined in their acclaimed report, The 6 Stages of Social Business Transformation.
In their research, they also learned that advanced social businesses shared seven distinct traits that nurtured their development. Presented in an easy to read and actionable format, the book includes solid examples, best practices and direction for how to define an effective social strategy, create alignment across the organization, and use that strategy to support overall business success.
Altimeter’s Social Business Strategy Suite is designed as a complete process or it can be implemented through a menu-driven approach to meet your specific needs.
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By Charlene Li
Published May 24, 2010
“Be Open, Be Transparent, Be Authentic” are the current leadership mantras - but companies often push back. Traditionally business is premised on the concept of control and yet the new world order demands openness.
In Open Leadership Charlene Li (the coauthor of blockbusting bestseller Groundswell) offers the next step resource that shows leaders how to tap into the power of the social technology revolution and use social media to be “open” while maintaining control. This important book explains how Facebook, Twitter, YouTube, Yammer, Jive and other popular social media sites can improve efficiency, communication, and decision-making for leaders and their organizations.
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|Marketing In The Groundswell
By Charlene Li & Josh Bernoff
Published June 8, 2009
Written in 2008, Groundswell: Winning In a World Transformed By Social Technologies remain relevant as a key resource for business leaders seeking to understand the phenomenon of social technology.
In 2009, a subset of the marketing-focused chapters were published as “Marketing In The Groundswell.”
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|Groundswell: Winning In A World Transformed By Social Technologies
By Charlene Li & Josh Bernoff
Published May 2008
Paperback Version Published June 2011
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now.
When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
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|Strengthening Employee Relationships in the Digital Era
Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem. But Altimeter found that only 41% of organizations believe they take a strategic approach to employee engagement, while only 43% believe they have an organizational culture of trust and empowerment. Our research found that leading organizations with strong digital employee engagement take a page out of marketing’s deep expertise around digital customer engagement and apply it inside the organization by injecting marketing expertise, practices, and technologies into its practices. The end result: These organizations drive business impact and cultural change through their employees.
|The Evolution of Social Business: Six Stages of Social Business Maturity
Companies are not created equal when it comes to social media maturity. In this report, Altimeter Group’s Charlene Li and Brian Solis uncovered a distinct gap between organizations that execute social media strategies and those that are truly a “social business.” In fact, Altimeter’s survey of nearly 700 social media professionals and executives found that only 34% of businesses felt that their social strategy was connected to business outcomes. As companies mature in social, Altimeter Group found a natural progression through six distinct stages: Planning, Presence, Engagement, Formalized, Strategic, and Converged.
In The Evolution of Social Business, readers will find common guiding success factors for organizations achieving success in each social business maturity stage, as well as prescriptive recommendations and checklists to grow to the next level of maturity.
|Making the Business Case for Enterprise Social Networks
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise. Some organizations have deployed social-networking features with an initial enthusiastic reception, only to see these early efforts wither to just a few stalwart participants. The problem: Most companies approach enterprise social networks as a technology deployment and fail to understand that the new relationships created by enterprise social networks are the source for value creation. In this report, Altimeter looks at four ways enterprise social networks create value for organizations.
|How Companies Should Prioritize Social Business Budgets
Altimeter Group surveyed 140 corporate Social Strategists, primary business decision makers at large corporations, and found that social business maturity drives social business spending. In 2011, our data shows that investment in 12 discrete social business categories will vary greatly between three social business maturity levels: Novice, Intermediate, and Advanced. Faced with difficult spending decisions, corporations should heed the benchmarks from our survey — spending on social business should be prioritized on key areas for each maturity level.
|Engagement DB: Ranking the Top 100 Global Brands
Published July 2009
There is little left to debate about whether or not one should participate in social media — virtually all companies, big and small, have acknowledged social media’s presence, and firms who do not have a blog, Facebook page, or Twitter account now find themselves in the scarce minority. Many, however, appear to be blindly hopping on the bandwagon — people are creating company profile pages and sending updates without knowing how much they should invest in these distribution channels or what success even looks like. This brings us back to Economics 101: how can a company effectively allocate limited marketing resources if they cannot define the investment’s value?
This study looks at the online engagement of the world’s 100 most valuable brands as measured by BusinessWeek / Interbrand “Best Global Brands 2008” rankings. We evaluated how well they are engaging their consumers using social media and, even more importantly, how that engagement correlates with their most important financial metrics: revenue and profit. A surprising conclusion: While much has been written questioning the value of social media, this landmark study has found that the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement. The relationship is apparent and significant: socially engaged companies are in fact more financially successful.