by Charlene Li | Oct 18, 2017 | Brand, Trends, Youth
When it comes to brand relevance, millennials and non-millennials have more in common than they think. In this post, I’ll do a deep dive into how U.S. millennials (18-37 years old) view brand relevance similarly and differently from non-millennials — and why brands...
by Charlene Li | Aug 25, 2017 | Culture, Digital Transformation, Employees, HR, Leadership, Strategy
We often think about digital transformation as something tackled by the dynamic duo of Marketing and IT. But there needs to be a third — HR. That’s because, while digital transformation appears to be about technology, at its heart it’s about people,...
by Charlene Li | Jun 14, 2016 | Brand, Culture, Social networks, Strategy
Originally posted on AltimeterGroup.com. It was a very smart and strategic move for Microsoft to acquire LinkedIn. With its 433 million registered users (and their professional social graphs), not only is LinkedIn a singularly unique asset, its leadership, culture,...
by Charlene Li | Dec 3, 2014 | altimeter, Content, Culture, Employees, Research
Content marketing is hot, but it is not solely created by, inspired by, or used by marketing. Rather, content needs exist throughout multiple facets of an organization – think sales, customer services, thought leadership, recruiting, etc. The result: more and...
by Charlene Li | Nov 14, 2014 | Culture, Employees, Enterprise, Risk, Security, Social business, Strategy
In our research and client work at Altimeter, one of the most misunderstood issues we see is social business governance. I’ve seen it defined as everything from social media policies and risk management to organizational structures. My colleague Ed Terpening and I...
