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Discover how the world's most successful social business leaders are making social media work for their enterprises!
Reflecting the pioneering experience of executives at pioneering companies ranging from Adobe to Xerox, this guide offers a unique, unprecedented insider's view of what it takes to succeed with social business. Dozens of battle-tested corporate practitioners have shared their intimate first-hand experiences in developing, launching and managing social media initiatives to improve customer care, marketing, product development, and other key business functions.
Each chapter, written by a different social media thought leader, reveals their most intense struggles, biggest wins, and hardest-won lessons in social business. These case studies illuminate the differences between "social media for social's sake" and practical use cases that drive real business value.
How Companies Succeed in Social Business delivers specific strategies, detailed tactics, true best practices, and actionable answers to these and other crucial questions about both strategy and tactics:
This is an indispensable resource for all leaders and practitioners in support and marketing, especially those involved with IT, PR, corporate communications, sales, or product development. Applicable to many industries, it will be especially valuable to B2B companies, and those whose offerings have a significant technological component.
Foreword by Esteban Kolsky vi
Preface Why You Should Care About this Book x
Chapter 1 The Building Blocks of Social Business: Leveraging the Power of New Media and Human Connections to Grow Business Value 1
Chapter 2 The Reinvention of a Social-by-Design Business 43
Chapter 3 Don’t Be Creepy: The Right Way to Use Social Media to Listen to Your Customers and Engage Your Organization 57
Chapter 4 Trailblazing a Successful Path to Enterprise Social Business Transformation at Unisys 71
Chapter 5 360º Social—A Case Study in the “Socialization” of an Organization: Merging Social Media with Social Events 101
Chapter 6 How to Use Social Media to Solve Billable Consultants’ Nonbillable Dilemma 117
Chapter 7 The State of Enterprise Social Technical Support 127
Chapter 8 The Silent Revolution: How Influencers Are Redefining Social Business Models 145
Chapter 9 From Modems to iPhones: A Digital Life Journey 163
Chapter 10 Top Social Business Challenges and How to Overcome Them 177
Chapter 11 Social Support in a B2B Environment: Lessons from Xerox Corporation 195
Chapter 12 Knowledge Management and the Social Media Revolution 209
Chapter 13 Creating a Culture of Social Care: Using Social Media to Enhance the Customer Experience 221
Chapter 14 Arming your Advocates: Formalizing the Social Media Advocacy Program to Activate Your Biggest Fans 231
Chapter 15 It Takes a Village: Building, Training, and Leading Community Teams 243
Chapter 16 Social Support UNtruths—When Received Wisdom Is Not Wise 257
Chapter 17 When Online and Offline Collide: Harnessing the Power of Mobile and Social 267
Chapter 18 Social Media: From Accessibility to Generation Z . 285
Chapter 19 Enterprise Social Media: Science Versus Art 297
Chapter 20 Real-Time Marketing That Customers Actually Want to See from Brands: Stop Trying to Be Like Oreo and Start Trying to Be Bloomberg 317
Chapter 21 Bonus Chapter: How to Become a Pro at YouTube by Erik Qualman 331
About the Authors 341