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Social Business Imperative, The: Adapting Your Business Model to the Always-Connected Customer

Social Business Imperative, The: Adapting Your Business Model to the Always-Connected Customer

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  • Published Mar 25, 2016 by Pearson.

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  • Copyright 2016
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-426345-6
  • ISBN-13: 978-0-13-426345-8

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

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Table of Contents

Foreword by Howard Shultz xv

List of Case Studies and Guest Author Sidebars xvii

Acknowledgments xix

About the Author xxi

Introduction 1

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

Summary 31

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

Summary 46

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

Summary 63

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

Summary 90

Chapter 6: Social Marketing: From Campaigns to Experiences 91

Five Marketing Pillars of Social Business 93

Four Steps to Successful Social Marketing 113

Summary 120

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

Summary 133

Chapter 8: Social Customer Service 135

A Big Opportunity 136

How Customer Service Has Changed 137

Four Steps to Effective Social Customer Care 142

Summary 147

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

Summary 170

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

Summary 186

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

Summary 206

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

Summary 212

Closing Remarks 213

Index 215


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