by Charlene Li
Charlene is a much-sought-after public speaker and has keynoted top conferences such as the World Business Forum, World Economic Forum, and SXSW. She is also a trusted adviser to Fortune 500 companies such as Cisco, Southwest Airlines, and UPS.
Charlene is a graduate of Harvard Business School and received a magna cum laude degree from Harvard College. She lives in San Francisco with her husband and two teenagers and regularly indulges in making “slow” foods like sourdough bread to balance her real-time digital life.
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For more information about Charlene Li and Altimeter Group, please visit:
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About Wharton Digital Press
Wharton Digital Press was established to inspire bold, insightful thinking within the global business community. In the tradition of The Wharton School of the University of Pennsylvania and its online business journal, Knowledge@Wharton, Wharton Digital Press uses innovative digital technologies to help managers meet the challenges of today and tomorrow.
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Endnotes
1 Press release announcing the partnership between IBM and Twitter, http://www.ibm.com/big-data/us/en/big-data-and-analytics/ibmandtwitter.html. Accessed January 2015.
2 Press release announcing the partnership between IBM and Apple, https://www-03.ibm.com/press/us/en/photo/44395.wss. Accessed January 2015.
3 From interviews conducted with IBM Q4 2014.
4 From Gallup’s “State of the Global Workplace” report, 2013, http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx. Accessed January 2015.
5 In 2010, Gallup found that 11% of employees were engaged at work, only slightly less than the 13% in 2013. From Gallup’s “State of the Global Workplace” report. http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx. Accessed January 2015.
6 From an interview with Chris Laping on June 10, 2014, interviews with Red Robin Q3 2014 and Yammer case study, https://about.yammer.com/customers/red-robin-gourmet-burgers/. Accessed January 2015.
7 From Yammer case study, https://about.yammer.com/customers/red-robin-gourmet-burgers/. Accessed January 2015.
8 From interviews conducted with Telstra Q4 2014 and an interview with David Thodey, January 5, 2015.
9 From an interview with David Thodey, January 5, 2015.
10 From an interview conducted with Maersk Q1 2015 and the blog post at http://maersklinesocial.com/our-social-media-channels-which-one-is-right-for-you/. Accessed January 2015.
11 From interviews conducted with Rosemary Turner on June 30, 2014, and January 15, 2015.
12 From an interview conducted with Rosemary Turner, January 15, 2015.
13 From an interview conducted with Rosemary Turner, January 15, 2015.
14 From an interview conducted with Rosemary Turner, January 15, 2015.
15 Padmasree Warrior’s Twitter account is at http://twitter.com/padmasree. Accessed January 2015.
16 See Warrior’s post on women in technology at https://www.linkedin.com/pulse/20140806131850-249790717-redefining-corporate-traditions. Accessed January 2015.
17 An example of Warrior’s more personal posts, such as a photo of her painting, is at https://twitter.com/Padmasree/status/553738654179274752. Accessed January 2015.
18 See Warrior’s post at https://twitter.com/Padmasree/status/546390473384787968. Accessed January 2015.
19 Richard Edelman’s blog is at http://www.edelman.com/conversations/6-a-m/. Accessed January 2015.
20 Edelman’s blog post “Why I Joined My Father’s Company” is at http://www.edelman.com/p/6-a-m/why-i-joined-my-fathers-company/, and his post on the 9/11 Museum is at http://www.edelman.com/p/6-a-m/9-11-museum/. Accessed January 2015.
21 Email response from Richard Edelman, January 13, 2015.
22 Roger Martin, “Moving from Strategic Planning to Storytelling,” Harvard Business Review, June 1, 2010, n.p. Also at https://hbr.org/2010/06/strategies-as-happy-stories/. Accessed January 2015.
23 See John Chamber’s duck call video at https://www.youtube.com/watch?v=CuDnm77wb0M. Accessed January 2015.
24 Email response from Richard Edelman, January 13, 2015.
25 More background on the interactions between Arijit Guha and Mark Bertolini are available at http://abcnews.go.com/Health/aetna-ceo-arizona-student-bond-cancer-diagnosis-broken/story?id=16906861. Accessed January 2015.
26 See Mark Bertolini’s tweet at https://twitter.com/mtbert/status/229014262096490497. Accessed January 2015.
27 See Mark Bertolini’s tweet at https://twitter.com/mtbert/status/229012832967069696. Accessed January 2015.
28 From interviews with Aetna Q1 2015.
29 Geert Hofstede, Gert Jan Hofstede, and Michael Minkov, Cultures and Organizations: Software of the Mind, 3rd Edition (McGraw-Hill, 2010).
30 David Thodey’s personal engagement with a customer on Twitter can be seen at https://twitter.com/davidthodey/status/545157854286446595. Accessed January 2015.
31 R. E. Kelley, (1988), “In Praise of Followers,” Harvard Business Review, 66, 142–148. Also at https://hbr.org/1988/11/in-praise-of-followers. Accessed January 2015.
32 Rachel Happe, “The Language of Engagement,” The CR Blog, The Community Roundtable, http://www.communityroundtable.com/grow/language-engagement/. Accessed January 2015.
33 The post “The Language of Engagement” has a complete list of best practices at http://www.communityroundtable.com/grow/language-engagement/. Accessed January 2015.
34 David Thodey’s LinkedIn Influencer posts are available at https://www.linkedin.com/today/author/130682857. The specific comment can be found on Thodey’s post at https://www.linkedin.com/pulse/20141020220138-130682857-three-things-i-m-looking-for-when-i-m-the-customer. Accessed January 2015.
35 From an interview with David Thodey, January 5, 2015.
36 From an interview with David Thodey, January 5, 2015.
37 From an interview with David Thodey, January 5, 2015.
38 Barack Obama’s “Ask Me Anything” session on Reddit is available at http://www.reddit.com/r/IAmA/comments/z1c9z/i_am_barack_ob.
Accessed January 2015.
39 From a discussion with Jeffrey Immelt, March 8, 2010. He was referencing GE CMO Beth Comstock, who is very active on Twitter (http://twitter.com/bethcomstock) and LinkedIn (http://www.linkedin.com/in/elizabethjcomstock). Accessed January 2015.
40 Read Jeffrey Immelt’s tweets at https://twitter.com/jeffimmelt. Accessed January 2015.
41 A transcript of Immelt’s Boston College commencement address is available at http://files.gereports.com/wp-content/uploads/2010/05/The-Perfect-Time-to-be-a-Boston-College-Grad.pdf. Accessed January 2015.
42 From an interview with Carolyn Miles on October 31, 2014.
43 Miles’s blog is at http://loggingcarolynmiles.savethechildren.org, her columns on Huffington Post are at http://www.huffingtonpost.com/carolyn-s-miles, and her Twitter account is https://twitter.com/carolynsave. Accessed January 2015.
44 Example tweet from Carolyn Miles on her trip to Guatemala, https://twitter.com/carolynsave/status/558075865540866048. Accessed January 2015.
45 Smith’s LinkedIn posts are available at https://www.linkedin.com/profile/view?id=275552820. Accessed January 2015.
46 Smith writes about how he became a social media believer in this LinkedIn post: https://www.linkedin.com/pulse/20140414143616-275552820-how-i-became-a-social-media-believer-and-why-banking-s-future-is-digital. Accessed January 2015.
47 From interviews with ANZ’s Mike Smith in Q4 2014 and Q1 2015, and Mike Smith’s post at https://www.linkedin.com/pulse/20140414143616-275552820-how-i-became-a-social-media-believer-and-why-banking-s-future-is-digital. Accessed January 2015.
48 The Altimeter Group report Social Media Education for Employees is available at http://www.altimetergroup.com/2013/12/new-research-how-companies-reduce-social-media-risk-and-activate-employee-advocacy-for-scale. Accessed January 2015.