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Facebook Era, The: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

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  • Description
  • Sample Content
  • Updates
  • Copyright 2009
  • Pages: 256
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-263958-0
  • ISBN-13: 978-0-13-263958-3

“People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we’ve come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them.”

--Sheryl Sandberg, Chief Operating Officer, Facebook

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“...A must-read for CEOs and other executives who want to understand Facebook and more importantly take the right actions to stay relevant and stay competitive.”

--David Mather, President, Hoovers, Inc.

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The ‘90s were about the World Wide Web of information and the power of linking web pages. Today it’s about the World Wide Web of people and the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality.

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Shih is singularly qualified to write this book: One of the world’s top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads salesforce.com’s partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today’s radically new era: The Facebook Era.

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Join the conversation--www.thefacebookera.com.

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Fan the book--www.facebook.com/thefacebookera.

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Right this minute, more than 1.5 million people are on Facebook. They’re interacting with friends--and talking about your brands. They’re learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you’re closer to your customers than ever before. Read this book, and then go get them!

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Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation, and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too.¿

  • Includes a practical 60-day action plan for positioning your company to win in the Facebook Era
  • For companies of all sizes, in all industries--and business functions ranging from marketing to operations
  • By Clara Shih, creator of Faceconnector, the first business application on Facebook

Learn how to…

  • Understand how social networking transforms our personal and professional relationships
    Why social networking will have business impact comparable to the Internet
  • Use online social networks to hypertarget your customers
    Hone in on precise audience segments and then tailor custom campaigns with powerful personal and social relevance
  • Define and implement your optimal social networking brand strategy
    Ask the right questions, set the right goals and priorities, and execute on it
  • Implement effective governance and compliance
    Understand and mitigate the risks of social networking/Web 2.0 initiatives

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Table of Contents

Foreword by Marc Benioff, CEO, Salesforce.com     ix

Acknowledgments     xii

About the Author     xiv

Introduction     1

Why You’re Reading This Book     2

Welcome to the Facebook Era      3

How to Use This Book     5

 

Part I: A Brief History of Social Media

1 The Fourth Revolution     11

Mainframe Computing     12

The PC     14

The World Wide Web     15

The Online Social Graph     17

Empowering the End User     22

2 The Evolution of Digital Media     25

Storage and Creation     26

Media Distribution     26

The Future: Social Filtering     29

Why Facebook Is Different     34

Social Network Ecosystems     36

What the Social Graph Means for Digital Media     42

3 Social Capital from Networking Online     43

Establishing a New Category of Relationships     44

Online Interactions Supplement Offline Networking      50

Flattening Effect     52

Creating New Value from Network Effects     52

Blurring the Lines     57

 

Part II: Transforming the Way We Do Business

4 Social Sales     61

Transforming the Sales Cycle     62

The Need for Multiple Network Structures     79

CRM--The First Social Network?      80

5 Social Network Marketing     81

Hypertargeting     82

Loyalty and Engagement     89

Social Distribution     96

Challenges and Limitations     103

6 Social Innovation     107

Concept Generation     108

Prototyping     115

Commercial Implementation     117

Continual Iteration     120

7 Social Recruiting     123

The Best Social Networks for Recruiting     124

Sourcing Candidates     126

Candidate References     134

Employer and Recruiter Reputation     135

Keeping in Touch     137

Advice for Candidates     141

Employee Poaching     141

 

Part III: Your Step-By-Step Guide to Using Facebook for Business

8 Engage Your Customers     145

Start with Strategy and Objectives     146

Find Your Unsanctioned Communities     148

Define and Establish Your Presence     155

9 Get Your Message Across     163

Hypersegment Your Audience     164

Choose Your Media Strategy     167

10 Build and Manage Your Relationships     181

Setting Up Your Facebook Account     181

Interacting on Facebook     187

Asking for and Providing Introductions     193

11 Corporate Governance and Strategy     195

Choosing the Right Network Model     196

Identify Key Risk Areas     198

Partner with Legal, IT, and PR     200

12 The Future of Social Business     203

The Innovator’s Dilemma     204

The ROI of Social     205

Social Trends     205

What the Future Means for Doing Business     206

Final Remarks     211

A Snapshot of Top Social Networking Sites, March 2009     213

Index     223

 

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