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Social media is now the dominant online activity and drives more website traffic than online search. The implications for businesses are as profound as the rise of Google 15 years ago. Amidst the demands of running a business, it can be alluring to fully delegate "digital" to the digital team. But in today's wired environment, digital is actually everyone's job. Company leaders and professionals must seek to personally grasp the tectonic changes arising from the always-connected customer, and then rethink traditional business models, business practices, and even their own job responsibilities and careers accordingly.
In The Social Business Imperative, Silicon Valley entrepreneur and renowned thought leader Clara Shih identifies powerful new opportunities created by social media across the entire customer lifecycle. As described in the book's foreword, written by Starbucks Chairman and CEO Howard Schultz, this guide is a must-read for all professionals. From boards of directors, CEOs, and Chief Marketing Officers to to front-line sales managers, recruiters, IT, and compliance directors, no role is untouched by the social, mobile, digital transformation. This book explains how to adapt and thrive in this brilliant new world order by understanding the transformation taking place not only in one's own department but across the customer journey. Only with this broader understanding can functional leaders collaborate on delivering a cohesive experience spanning previous organizational silos.
Going far beyond her global bestseller The Facebook Era, Shih offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture “the digital last mile” across social, mobile messaging apps, Internet of Everything, and the collaborative economy. Drawing on her immense experience helping Fortune 500 companies operationalize digital transformation to drive measurable uplift in sales and loyalty, Shih also presents powerful new case studies spanning multiple industries and companies from Wells Fargo to Warby Parker.
“A book worth reading, a voice worth listening to, from a leader of real consequence. A clarion call on the promise and potential of social channels to transform business.” —Walter Robb, Co-CEO, Whole Foods Market
“This is a must-read for any business leader who wants to thrive in this time of disruptive change.” —Chip Bergh, President & CEO, Levi Strauss & Co.
"Whether you're a global brand, small local business, or individual who wants to turn your passion into a livelihood, this book simply and clearly articulates how to channel the power of social media to delight audiences and grow your business." —Marne Levine, COO of Instagram
“Almost overnight, social media has transformed business and the way we as companies interact with our customers. In a way, social media has become part of everyone’s job. Clara's book gets right to the heart of the matter and gets us thinking critically about what could be next on this roller coaster ride.” —Robin Hayes, President and CEO, JetBlue
“The power of Clara’s book is it highlights not only social media practices but fundamental business practices and how company leaders need to entirely rethink customer engagement models. The implications for every business, regardless of industry or geography, of today’s social, connected consumer cannot be overstated. This book provides a powerful vision and compelling call to action for company leaders everywhere.” —Ted Mathas, Chairman and CEO, New York Life
Download the sample pages (includes Chapter 3 and Index)
Foreword by Howard Shultz xv
List of Case Studies and Guest Author Sidebars xvii
About the Author xxi
Part I: New Business Models 7
Chapter 1: The Social, Always-Connected Consumer 9
Constant Connectivity 10
The Social Business Imperative 12
The Omnichannel Mandate 17
New Business Models, New Business Practices 20
Chapter 2: The Internet of Everything and Big Data Explosion 21
What IoT Means for Businesses 22
IoT Realities and Possibilities 23
The Big Data Explosion and Predictive Applications 28
Chapter 3: Trust, Convenience, and Millennials: The Collaborative Economy 33
Social Networks Meet the Collaborative Economy 35
Millennial Attitudes Transforming Business 38
Lessons from Collaborative Marketplaces 42
Part II: Business Functions Reimagined 47
Chapter 4: The Management Team and Board Mandate 49
A Lesson from History 51
Social CEOs Leading by Example 54
The Social Business Agenda for Boards of Directors 59
Viewing Social Media Offensively Versus Defensively 60
Chapter 5: From Transactional to Trusted Advisor: The Social Sales Professional 65
Do We Need Salespeople? 68
The Age of the Social Sales Professional 74
Becoming a Social Sales Professional 76
How Field Leaders Operationalize Social Selling 87
Chapter 6: Social Marketing: From Campaigns to Experiences 91
Five Marketing Pillars of Social Business 93
Four Steps to Successful Social Marketing 113
Chapter 7: Mobile Messaging and Social Commerce: Going from ‘Likes’ to ‘Buys’ 121
A History of Fits and Starts 123
Mobile Messaging Apps as Payment and Transaction Platforms 124
‘Buy’ Buttons 130
Chapter 8: Social Customer Service 135
A Big Opportunity 136
How Customer Service Has Changed 137
Four Steps to Effective Social Customer Care 142
Chapter 9: Social Recruiting: How Recruiting Is Becoming Like Marketing 149
The New Rules of Recruiting 151
Four Steps to Social Recruiting 158
Once You’ve Hired Them 169
Part III: Enterprise Execution Playbook 173
Chapter 10: How to Operationalize Social Business 175
Common Pitfalls and Solutions 176
Social Business Initiatives 178
Social Business Measurement 183
Chapter 11: Legal, Governance, and Compliance Frameworks 187
Key Areas of Social Media Risk 189
Considerations for Highly Regulated Industries 193
The Risk Mitigation Playbook 201
Chapter 12: The Changing IT and Information Security Landscape 207
The Age of the Chief Innovation Officer 208
Consumerization of IT 209
Social Media Policies and Training 211
Closing Remarks 213