The Executive's Guide to Enterprise Social Media... by Thomas, David B. Hardback

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Estado
Como nuevo: Libro en perfecto estado y poco leído. La tapa no tiene desperfectos y si procede, con ...
ISBN
9780470886021
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Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470886021
ISBN-13
9780470886021
eBay Product ID (ePID)
99501641

Product Key Features

Number of Pages
224 Pages
Publication Name
Executive's Guide to Enterprise Social Media Strategy : How Social Networks Are Radically Transforming Your Business
Language
English
Publication Year
2011
Subject
Web / Social Media, Electronic Commerce (See Also Headings under Business & Economics / E-Commerce), General, Strategic Planning
Type
Textbook
Subject Area
Computers, Business & Economics
Author
David B. Thomas, Mike Barlow
Series
Wiley and Sas Business Ser.
Format
Hardcover

Dimensions

Item Height
0.9 in
Item Weight
14.4 Oz
Item Length
9.3 in
Item Width
6.4 in

Additional Product Features

Intended Audience
Trade
LCCN
2010-037966
Dewey Edition
22
TitleLeading
The
Series Volume Number
42
Illustrated
Yes
Dewey Decimal
658.872
Table Of Content
Foreword xiii Preface xv Acknowledgments xvii Introduction 1 Country Village or Gleaming City? 2 Beyond Disruptive 4 Step Aside, Fred Taylor . . . 6 Social Media or What? 6 Why Now? 7 So, What''s the Best Way to Skin a Mastodon? 8 Questions You Should Be Prepared to Answer 10 Critical Areas for Success 12 Part I The Grand Scheme of Things 15 Chapter 1 Speed, Scope, Complexity, Power, and Potential 17 They Laughed at the Wright Brothers 19 A World of New Challenges and Opportunities 21 Getting a Firm Grasp on a Viral Phenomenon 21 What''s the Hurry? 22 Too Newfangled for You? 22 A Very Cool Scenario 23 Step Up and Meet the Millennial Generation 26 Just What You Needed: Another "Convergence" 27 Chapter 2 The New Mode of Production 29 Social Media, Teamwork, and Collaboration 29 Mapping Social Media to Results 33 Accelerating Product Development 35 Driving Knowledge into and across the Organization 37 Crowd Sourcing 38 We''re All Hackers Now 41 Chapter 3 The Social Enterprise 43 Forget Murphy''s Law 43 More Important Than Money ? 44 The Social Workforce 46 Collaboration is the New Efficiency 47 Social HR 48 First Impressions Count 49 The Train is Leaving the Station 51 The New Social Dimension 52 Social CRM 53 Social Leadership 55 Making It Stick 57 Legal Niceties 62 High Speeds Need Seat Belts 63 Take the Time to Write It Down 65 Part II Building a Structure for Success 67 Chapter 4 Get Everybody Together in the Same Room 69 Invite the Practitioners, Not Just the Rulemakers 70 Figure Out What''s Important 71 What are Your Existing Goals? 72 What Makes Sense in Your Industry? 73 What Makes Sense in Your Company? 73 How Can You Figure Out What Will Work for You? 74 Chapter 5 Creating Social Media Guidelines 75 Be Clear and Concise 76 Guiding Principles for Social Media at SAS 76 Include Dos as Well as Don''ts 77 Include Examples 78 Communicate as Often as Possible, in Every Channel You Have 79 Spotlight Successes 80 Lead by Example 81 Chapter 6 Staffing and Structuring 83 Where Does It Live? 85 Hire or Designate? 86 How Do You Structure for Social Media? 87 How One Organization Pulls It Together 89 Outsourcing the Roles 90 Chapter 7 Listening, Measurement, Analytics, and ROI 93 A Simple Listening Framework 94 First, a Word from the Measurement Queen 95 "Listen, Yes. But Think Bigger." 96 The Five Kinds of Listening 98 What is Social Media Analytics? 101 CareOne''s Measurement Model 104 Not a Simple Formula, but a Formula Nonetheless 106 Chapter 8 The Keys to Success in Social Media 113 It''s Difficult in Its Simplicity 113 Finding the Time to Do It 115 A Simple Model 116 Using All Your Channels 117 Nine Easy Ways to Write a Blog Post 118 Part III Putting Your Social Media Strategy to Work 121 Chapter 9 Marketing 123 From Strollers to Sharpies 125 From the Nursery to the Kitchen 128 Sharpie, Meet Lamborghini 129 Bert''s Advice 130 Chapter 10 Social Media for B2B 133 B2B and Phonebooth-to-B 135 Taking an Integrated Approach at Cisco 137 Chapter 11 Public Relations 141 The Old Model of PR 142 The New Model of PR 143 Social Media PR at Mayo Clinic 144 Social Media in a Crisis 146 Greenpeace versus Nestlé 147 The Power of Parody 148 Chapter 12 Sales 153 Turning Twitter Connections into Sales Leads 158 A Debt of Gratitude 159 Chapter 13 The Voice of the Customer 163 Customer Service 163 Comcast Cares 164 Nothing is Certain but Twitter and Taxes 165 Product Development 168 The Phone is Ringing 170 Chapter 14 Internal Communications 173 The "Virtual Water Cooler" 175 Social Media and Internal Communications at SAS 176 Appendix: Intuit Social Communications Policy 179 Additional Resources 187 Recommended Reading 191 About the Authors 193 Index 195
Synopsis
Social media has already transformed society. Now it is poised to revolutionize communications and collaborative business processes. This book provides you with an actionable framework for developing and executing successful enterprise social networking strategies. Using straightforward language, accompanied by exhibits and fleshed out with real-world stories and revealing anecdotes, you will learn how to develop your own internal corporate social media strategy. Through the use of in-depth interviews with leading companies using these strategies, you will also discover best practices that will propel your business to new heights., "This book is an 'executive summary' of the e-social revolution, as it applies to business. Thomas and Barlow have distilled the most thrilling and life-changing technological revolution that any of us will witness in our lifetimes into a clear-eyed set of 'nothing-but-the-facts-ma'am' data points for business managers. A great read, well worth the effort." Don Peppers and Martha Rogers , PhD, coauthors of Rules to Break and Laws to Follow "Forget all the social media buzzwords! Dave and Mike cut through the social sphere hype with this practical guide helping you hone in on making social media a vital business success tool. After reading David and Mike's book, you will understand why you need to integrate your efforts in social media with your overall business objectives. Through new (not-your-everyday-Zappos-Dell-Facebook-example) and varied case studies, analytical direction, and measurement insights, Dave and Mike's book provides the fundamental strategies for your brand to truly connect with people via social media." Zena Weist , Director, Social Media, H&R Block "Thomas and Barlow have nailed it. I wish I'd written this book." Chris Brogan , coauthor of Trust Agents "As a social media strategist for a large brand, I understand the challenges companies face integrating social media. This book presents practical solutions in a way that makes sense for large enterprises." Bert DuMars , Vice President, E-Business and Interactive Marketing, Newell Rubbermaid, www.newellrubbermaid.com "Lots of companies try their hands at social media and are unhappy with the results because they don't do their homework. Success in social media comes from smart preparation and making sure your online actions support your key business objectives. This book lays out the groundwork in a way that's easy for companies to understand and implement." Justin Levy , author of Facebook Marketing: Designing Your Next Marketing Campaign "Many enterprises continue to treat social media as a box they'd rather not open. With The Executive's Guide to Enterprise Social Media Strategy, David Thomas and Mike Barlow not only provide organizations with the keys to that particular box, but also clear, actionable strategies for dealing with its contents. The payoff: happier customers, better products and services, and a potentially enormous trove of valuable business intelligence. Highly recommended." Tom Webster , Vice President, Strategy, Edison Research, Social media has already transformed society. Now it is poised to revolutionize communications and collaborative business processes. This book provides you with an actionable framework for developing and executing successful enterprise social networking strategies.
LC Classification Number
HF5415.1265

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