Open Leadership: How Social Technology Can Transform the Way You Lead
By: Charlene Li
Book History
Charlene Li is the coauthor (with Josh Bernoff) of the critically acclaimed, bestselling book Groundswell. She was named one of The 12 Most Creative Minds of 2008 by Fast Company, and one of the Most Influential Women in Technology 2009. These credentials can make "topping yourself" seem implausible. That's why the launch of Open Leadership was so critical, and "branded-authorship" was a necessity that could only be achieved through a bestseller.
Execution
RSI worked with the author to launch a massive speaker bureau outreach campaign, with a custom marketing strategy aimed at the top 50 bureaus to increase exposure and conversions of speaking engagements. This resulted in numerous speaking events for Charlene that resulted in 4,000 pre-sales, and powerful word-of-mouth hype about her book. This was complimented by RSI coordinating and managing a book-signing event in the New York Barnes and Noble, on 5th Ave, which is the largest business book store in world. Knowing that these strategies would initiate a PR and buying frenzy, RSI worked with the publisher and author to create a compelling 'Buyer Identification System' baked into the editorial and back-matter of the book, along with numerous resources for readers, which helps profile readership. Then, RSI analyzed Li's "7 Channels of Influence" and created a marketing outreach to a database of 800 influential bloggers and 1000 key contacts at top organizations. This was followed by booking 15 audio conferences (webinars) to maximize the book's exposure to influential organizations.
Result
- #5 New York Times
- #3 Wall Street Journal
- #3 USA Today
- #1 Amazon