My New Book “The Engaged Leader” is Now Available!

Picture of Charlene Li holding her book, The Engaged Leader
First time I’m holding the book, @SXSW Bookstore

I’m excited to unveil my latest book, The Engaged Leader, available today. I held it for the first time on Friday and there’s nothing like that first view of your “baby”. I wrote the book for all of the leaders who know they need to engage in digital and social channels — but aren’t. At stake is your credibility as a leader — you can’t exhort your organization to be digitally engaged if you aren’t yourself.

I’ve been on the road sharing this message for the past few weeks and it’s gratifing to hear the takeaways from people. The book is a very quick read — under 100 pages. That means you can easily tackle it during a flight, in an evening, or even lunch if you’re a fast reader and slow eater. Because it’s slim, you can also slip it undetected into the bag of your leader — and chances are they will read it!

Two resources to be aware of: a Frequently Asked Questions page and worksheet that you can use to create your personal engaged leader strategy.

Order by March 30 to Join an Exclusive Webinar

if you order the book by March 30th and email the receipt to engagedleader@altimetergroup.com, you’ll receive a special invitation to an “Ask Me Anything” webinar on Tuesday, March 31st at 10am Pacific Time. This is your chance — don’t be shy, there’s nothing you can’t ask! And I’ll do my best to answer.

Help Spread the Word

I’ve been touched by the many people who have offered to help with the book launch. If you feel so moved, here’s what you can do: Share on Twitter, Facebook, LinkedIn — where ever you think your network would want to hear about the book. Here are some pre-made posts to inspire you.

Review the Book

If you’re interested in reviewing the book, please email me. I’m happy to also do interviews, podcasts, and video recordings — it’s a matter of getting it scheduled.

Presentations

Here’s the presentation that I gave at SXSW — to date, it’s the best synopsis of the book in PPT. Feel free to to download the slides and use it in your organization — I just ask that you give full attribution to me and Altimeter Group.

Announcing My New Book “The Engaged Leader”

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My work with CEOs and other leaders has proven time after time that the wisdom and experience a great leader brings to the table are the keys to making his or her digital transformation stick. Any one of the tens or hundreds of digital natives within your organization can teach you to use Twitter, but only you know how to use it (and other digital tools and platforms) to make your business stronger. As a leader, you are better than anyone at separating the signals from the noise and analyzing the emerging big picture.

I’m pleased to announce that my next book The Engaged Leader: A Strategy for Your Digital Transformation will be published by Wharton Digital Press on March 17, 2015, and is available now for preorder. The book was inspired by the many leaders I meet who confess that, while they grasp the need for a personal digital strategy that is as powerful as the one they have in place for their organizations, they are personally at a loss as to where to begin.

This means that while organizations are embracing digital channels to engage with empowered customers, leaders sit on the sidelines, hoping that nobody notices. I’ve heard a litany of excuses from leaders about their absence from digital and social channels, both internally and externally:

  • “I don’t have the time.”
  • “There’s no clear ROI.”
  • “It’s my marketing team’s job.”
  • “There’s no replacement for face to face engagement.”
  • “I can’t get too familiar to my employees—they won’t respect me.”
  • “Who cares what I have for lunch?”
  • “I don’t have anything to say that hasn’t already been said.”
  • “I don’t want to get my company in trouble.”

These statements may sound familiar, either because you have uttered them yourself or have heard your leaders say them. Now, I am not advocating that all leaders have Twitter accounts. In fact, I have no problem if a leader is not active digitally—but only if it’s a conscious, strategic choice. For example, IBM CEO Ginni Rometty has a Twitter account but has never posted to it. While Ginni and her team use the account to listen to the conversation on Twitter, she prefers to focus on engaging employees internally on several platforms. She’s constantly reading employee posts, sharing content, and engaging in discussions. From the start of her tenure, she strategically used digital channels to engage with employees in her efforts to push IBM in new directions.

Examples in the book include leaders from the following companies: Aetna, ANZ Banking Group, Cisco, Edelman, General Electric, Humana, IBM, Marriott, Save the Children, Telstra, and UPS. There are also guest appearances from Pope Francis and Barack Obama.

The framework at the heart of The Engaged Leader—listen, share, engage—serves as a template for leaders as they undergo their transformation. It grants permission to practice this new form of leadership and offers a roadmap for connecting directly with those we lead.

I Need Your Help

I’m always struck by the enormous generosity of those around me, and I humbly ask for your help to spread the word about The Engaged Leader. Here’s how you can help:

  • Preorder The Engaged Leader. There’s nothing like being able to say you are among the first to receive a copy of a new book—except when you can say you also received an additional bonus for purchase that book before it publishes. If you order by March 16, 2015, you will receive the opportunity to join my “Ask Me Anything” webinar on March 31, 2015.
  • Consider using The Engaged Leader for leadership training. Need to train your executives and managers on how to lead digitally? Order by March 16, 2015 to take advantage of a special offer.
  • Share The Engaged Leader. Here are a set of tweets, resources, and images that you can use to talk about the book. There’s also information on that page to request a review copy. I’m happy to do an interview for an article or podcast as well.

For more information about the book, including these special opportunities, please visit charleneli.com/the-engaged-leader.

How Good Is Your Social Business Governance?

Gavel GovernanceIn 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 just published a report on how to think about governance – and in particular, the crucial role it plays in supporting strategy (download here).  Strategy and governance are natural partners: Strategy lays the groundwork for new opportunities while governance ensures safe execution, managing the risk of change.

Yet our research found that only 16% of organizations feel that governance is well understood and deployed. Many organizations can’t answer crucial questions such as: Who owns social? How are key decisions made? How do we organize to execute social? How do we manage risk as we scale social across the organization? Left unanswered, organizations face significant risks, including threats to brand health as the result of inappropriate or disjoint social practices. More importantly, organizations can’t truly scale social into a business strategy unless governance is addressed.

Our definition of social business governance is:

An integrated system of people, policies, processes, and practices that defines organizational structure and decision process to ensure effective management of social business at scale.

How Does Your Social Business Governance Stack Up?

The report is filled with data, sample policies, checklists, and case studies. In the end, you need to ask yourself how your social business governance actively supports the execution of your strategy. The capstone of the report is a social business governance maturity map, which I’ve included below. Where does your organization fall on this chart?

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We’d love to hear where you are in your social business governance – and to contact us if you have any questions or need help with your governance roadmap. My report co-author Ed Terpening is far too modest to toot his own horn so allow me. He led Wells Fargo’s social media efforts for 7 years from its inception in 2005 until he joined Altimeter two years ago. At Altimeter, he’s helped numerous organizations design governance systems along with their social business strategies. You’ll have a chance to talk with me and Ed in an upcoming webinar, on Tuesday, December 9th at 10am PT. Bring your questions as well as your best practices and war stories – we’re looking forward to learning together with you at the webinar, and in our continued mutual quest to master social business governance.

Blogging as a State of Mind: Reflections on 10 Years of Blogging

people in the information spaceTen years ago today, I wrote my first blog post, entitled “Blogging as a State of Mind”. I still vividly remember the moment — my palms were sweating as I pressed the “Publish” button on my Typepad blog for the first time. I was excited, but nervous about what was going to happen. What would people think? What if I made a mistake?

What happened was that I became completely transformed by the interactions and relationships of people I’ve met through my blogging and subsequently, social media activities. I’m eternally grateful to everyone who has encouraged, supported, and engaged with me — I have grown and learned so much. [Read more…]

How to Tell If You’re Just Dabbling with Digital

Digital transformation is hot — in a new Altimeter Report, “The State of Digital Transformation”, we found that 88% of organizations we surveyed said that they were undergoing a formal digital transformation effort, which Altimeter defines as “the re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle.”

But the research found that only 25% had mapped their out the customer journey, while another 12% were in the process of a mapping effort and were awaiting results. What was striking was that 42% of respondents said that while they were not officially researching the digital customer journey they had made efforts to update those digital touch points with new social and mobile investments and initiatives. [Read more…]