Details

The Social Media MBA in Practice

An Essential Collection of Inspirational Case Studies to Influence your Social Media Strategy
1. Aufl.

von: Christer Holloman
14,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	09.10.2013
ISBN/EAN:	9781118524510
Sprache:	englisch
Anzahl Seiten:	318

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Beschreibungen

Titelbeschreibung

The inside information that marketers and social media practitioners have been dying to get their hands on... It seems like every day another self-appointed social media "guru" appears on the scene, offering to sell you his or her "surefire" cure for what ails you. Don't you think it's time you heard from the real experts—i.e., folks like you who are responsible for delivering their companies' social media strategies? Based on extensive interviews with marketing, media and networking professionals at many of today's most admired brands and companies, The Social Media MBA in Practice provides you with detailed examples of the social media strategies in place at ADP, Allianz, Barclaycard, Cisco, Confused.com, Dell, Electrolux, F5, Getty Images, giffgaff, Go-Ahead Group, HCL, Hobart, Honda, Israel Foreign Office, LivingSocial, Macmillan, Nationwide, NHL Minnesota Wild, Nokia, Play.com, PwC, Rentokil, Sony Mobile and Xerox. This book offers: <ul> <li>The most comprehensive set of "blueprints" available in one book for delivering social media strategies more successfully.</li> <li>Includes in-depth case studies packed with hand-on-advice that you can put to work in your company immediately.</li> <li>Covers all-important strategic social media activities - from improving relationships with customers to generating more sales, product testing to team building.</li> </ul>

Inhaltsverzeichnis

Acknowledgements vii Preface ix Hall of Fame xv Part I – Set-Up 1 1 Nationwide – Creating Senior Leadership Buy-In 3 2 Honda – Creating a Centre of Excellence 13 3 Cisco – Social Media Center of Excellence 25 Part II – Social Media Strategy 39 4 Nokia – Delivering Social Media Strategy 41 5 LivingSocial – Getting Social in B2B 53 Part III – Social by Department 59 Across Departments 61 6 Macmillan – Social Beyond Marketing 63 7 F5 – Social Across Departments 75 PR and Marketing 87 8 Israel Foreign Office – Social in Hostile Environments 89 9 Confused.com – From Content to Profi t 99 10 Xerox – Help Clients go Social 111 Sales 119 11 ADP – B2B Selling 121 12 Dell – Building Advocacy 131 13 Play.com – Monetize Big Data 143 14 Hobart – B2B Community Building 153 15 Allianz – B2C Selling 161 Customer Services 171 16 giffgaff – Customer Support by Customers 173 17 Go-Ahead – Customer Service 183 18 NHL Minnesota Wild – The True Value of a Fan 189 Product Development 203 19 Barclaycard US – Customer Collaboration 205 20 Sony Mobile – Managing Quality Control 211 21 Getty Images – Socialize your Products 225 Innovation 235 22 PricewaterhouseCoopers – Crowdsourcing 237 23 Electrolux – Internal Crowdsourcing 247 HR 267 24 HCL – Social for HR 269 Future 279 25 Rentokil – Crisis Management 281 Index 291

Autorenportrait

The author of Amazon bestseller The Social Media MBA, Christer Holloman, has been writing technology trend features for Sky News online the last three years, reaching over 7 million readers every month, and was previously the Head of Digital Product Development at The Times and The Sunday Times in London. Holloman is a popular keynote speaker with audiences ranging from business students to C-level executives and is frequently hired for conferences and corporate events around the world by clients such as Microsoft, VISA and Ogilvy. What makes him unique as a journalist and speaker is that he lives and breathes his topic as he regularly consults for major companies and tech start-ups on digital business development projects. That means he won’t be providing theories but instead up to date hands-on advice that will inspire readers and delegates. Europe’s largest regional newspaper The Evening Standard named Holloman one of London’s most influential individuals within New Media. Christer Holloman is a member of the National Union of Journalists and holds a BSc in Business from the University of Umea, Sweden. For more information please visit <a href="http://www.holloman.info/">http://www.holloman.info</a> or to discuss possible speaking engagements email him directly <a href="mailto:contact@holloman.info">contact@holloman.info</a> or Google speaking agencies that represents him.

Back cover copy

“Holloman’s latest book demonstrates perfectly how, thanks to the rise of social media, companies are re-imagining the way they engage with everyone who touches their brand. The Social Media MBA in Practice provides professionals with an insightful selection of social case stories and tactical advice, which should help anyone who wants to create deeper connections with their customers.” —Xabier Ormazabal, Head of UK Marketing, <a href="http://salesforce.com/">salesforce.com</a> “More real world examples from the social media coalface – bigger and better this time around. Christer has pulled together a fascinating array of social case studies from around the world, so if you are interested in what really goes on to plan, implement and innovate in social media, this is one to read!” —Will Lockie, Head of Ecommerce, Evans Cycles “A celebration of practical and pragmatic social media advice. It’s essential reading for anyone wanting to go beyond the ‘why’ of social media and really understand the ‘how’.” —Jeremy Woolf, Global Digital and Social Media Lead, Text100 Global Communications “A great mix of practical lessons for anyone in business or consumer social media. Readable. Repeatable. Great stuff.” —Stuart Handley, @stuhandley, Communications Director, Mimecast “An in-depth insight into the different ways social media is challenging established norms and business process outside the ‘usual suspects’ of the marketing and communications departments. If you are looking for inspiration on how to use social practices within your organization or even to validate what you are already doing, this book is a must-read.” —Eb Adeyeri, Senior consultant, Dachis Group “Christer Holloman has consistently proven himself to be one of Europe’s leading digital figures. His ability to attract to top thinkers in the field is unparalleled, and he is best known for facilitating forward thinking discussion across the digital marketing spectrum.” —Alex Yenni, Strategy Director, Blast Radius “In order to thrive today, and not merely survive, businesses need to connect with their customers and stakeholders in ways the world has never seen before. Fortunately, there are many intrepid companies leading the way and Christer Holloman has done a superb job of capturing their examples. Any executive wanting to learn from some of the world’s very best examples of social adoption and implementation should read this book sooner … definitely not later.” —Michael Netzley, PhD, Academic Director, SMU Executive Development, Singapore Management University