Video Title: 
Creating Winning Social Media Strategies
Video Length: 
54 Minutes
Video Format: 
Video Price: 
Wednesday, September 9, 2009
7:30 AM Breakfast, 8:00 - 9:00 AM session
Main Dining Room, Stanford Faculty Club, 439 Lagunita Dr, Stanford, CA.
  • How to attract customers with tools like blogs Facebook and Twitter.
  • The benefits of social media's two-way relationships and the risks.
  • How to stay in command while giving up control.

A fundamental power shift is underway in relationships between organizations and customers. Traditional one-way seller-to-buyer communication is evolving into a two-way dialog as social media technologies give buyers a voice.

With examples from Oracle, Southwest Airlines, Walmart, Comcast and Starbucks, Charlene Li shows how companies can use social media tools to encourage that dialog and have more intimate beneficial relationships with customers.

To get started, says Ms. Li, uncover what people want from you, whether it is product information reviews from users customer service attention or input into product development. As you develop your communication strategy start small concentrating on how to meet the needs of your audience. Identify the "realist/optimist" in your organization who can jumpstart the process. Craft metrics and communication policies that align with your business goals. And then prepare to let go of absolute control.

Charlene Li is publisher of The Altimeter blog and co-author of Groundswell: Winning in a World Transformed by Social Technologies. A frequently quoted industry analyst she has appeared on 60 Minutes NewsHour with Jim Lehrer ABC News CNN and CNBC. She earned her BA from Harvard College and MBA from Harvard Business School.


Charlene Li - Founder Altimeter Group

Charlene Li is the Founder of Altimeter Group and co-author of the business bestseller Groundswell: Winning In A World Transformed By Social Technologies, published by Harvard Business Press in May 2008. She frequently consults and speaks on social and emerging technologies and publishes a blog The Altimeter.

Charlene is one of the most frequently quoted industry analysts and has appeared on 60 Minutes The McNeil NewsHour ABC News CNN and CNBC. She is also frequently quoted by The Wall Street Journal The New York Times USAToday Reuters and The Associated Press. She is a much-sought after public speaker and has presented frequently at top technology conferences such as Web 2.0 Expo SXSW Search Engine Strategies and the American Society of Association Executives.

Previously Charlene was a Vice President and Principal Analyst at Forrester Research. She joined Forrester in 1999 after spending five years in online and newspaper publishing with the San Jose Mercury News and Community Newspaper Company. She was also a consultant with Monitor Group in Boston and Amsterdam.

Charlene is a graduate of Harvard Business School and received a magna cum laude degree from Harvard College. She also serves on the advisory boards for The Poynter Institute and Web 2.0 Expo.

More information about Charlene is available at

Charlene is the mother of two kids and blogs about that experience on her personal blog "Midnight Musings."  She is the wife of Come Lague, a venture capitalist with Nueva Ventures. She is also an avid fan of reality TV shows science fiction and sudoku. She lives in the Bay Area with her family.

Named by Fast Company as one of The Most Influential Women in Technology
Named by CIO Insight as one of the Top 10 Business-Tech Books of 2008
Named by Fast Company as one of The 12 Most Creative Minds of 2008
Named by Fortune Magazine as one of the 3 best Web books of 2008
Named by Advertising Age as number 3 of 10 Books You Should Have Read
Named by BusinessWeek as one of the Best Innovation & Design Books of 2008
Named by Strategy+Business as one of the Best Business Books 2008 and Top Shelf in Marketing
Named one of 10 Insightful Web 2.0 Books by CIO Insight
Co-authored with Josh Bernoff named by Amazon as one of the Top 10 Business & Investing Books of 2008
Named one of The 50 Most Influential People in Business IT by Baseline Magazine
Named Visionary of the Year by Society for New Communications Research along with Josh Bernoff Groundswell co-author
Named by AdAge as one of its top 40 Women To Watch in 2008
Named by NowPublic as one of the 50 most influential people in Silicon Valley
Named one of CRM Magazine's 2008 Influential Leaders