Details

The Executive's Guide to Enterprise Social Media Strategy

How Social Networks Are Radically Transforming Your Business
Wiley and SAS Business Series, Band 42 1. Aufl.

von: Mike Barlow, David B. Thomas
28,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	07.12.2010
ISBN/EAN:	9781118005231
Sprache:	englisch
Anzahl Seiten:	224

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Beschreibungen

Titelbeschreibung

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.

Inhaltsverzeichnis

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

Autorenportrait

DAVID B. THOMAS is Executive Director at New Marketing Labs, a new media marketing agency. Before joining NML, he was social media manager at SAS, where he led the company's global social media strategy. A marketer and communicator with more than twenty years' experience, Dave blogs at dbthomas.com. MIKE BARLOW is an award-winning journalist and author. He is Managing Partner at Cumulus Partners (cumuluspartners.com), a marketing communications strategy consulting firm specializing in original content development and content-based marketing.

Back cover copy

In the time it takes you to read this paragraph, thousands will tweet, post, download, or upload on the Internet. Today's super-wired, always-on, live-life-in-public citizens of the world depend on social media, and they flock to businesses with social media presences that meet their needs and engage them in meaningful conversations. Essential reading for business leaders eager to redefine the rules of the game, The Executive's Guide to Enterprise Social Media Strategy quickly brings your business up to speed on the most effective social media strategies. Based on dozens of in-depth interviews with top executives and thought leaders at major corporations including IBM, Salesforce.com, Accenture, Intuit, SocialText, Newell Rubbermaid, H&R Block, Mayo Clinic, and SAS, this book reveals: <ul> <li>The impact of newer social collaborative technologies on society, culture, and business</li> <li>Nuts-and-bolts guidance for successful corporate social media strategies</li> <li>Crucial topics such as the value proposition of social media, metrics, costs, ROI, staffing, and more</li> <li>How to develop your own internal corporate social media strategy</li> <li>Why your social media program will only work if it's aligned with your organization's goals and objectives</li> </ul> It's real. Social media is revolutionizing the way we do business—and the revolution has only started. Entertaining, useful, and intentionally provocative, this book is your executive bible for social media strategy planning for internal use within your company. Whether you're trying to convince executives of social media's worth or if you want to determine which social media tactics you can be using now to grow your business, The Executive's Guide to Enterprise Social Media Strategy shows you how to get up and running with social media and stay ahead of your competition.