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The Executive's Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business

Overview

"This book is an 'executive summary' of the e-social revolution, as it applies to business. Thomas and Barlow have distilled the most thrilling and life-changing technological revolution that any of us will witness in our lifetimes into a clear-eyed set of 'nothing-but-the-facts-ma'am' data points for business managers. A great read, well worth the effort."
Don Peppers and Martha Rogers, PhD, coauthors of Rules to Break and Laws to Follow

"Forget all the social media buzzwords! Dave and Mike cut through the ...

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The Executive's Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business

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Overview

"This book is an 'executive summary' of the e-social revolution, as it applies to business. Thomas and Barlow have distilled the most thrilling and life-changing technological revolution that any of us will witness in our lifetimes into a clear-eyed set of 'nothing-but-the-facts-ma'am' data points for business managers. A great read, well worth the effort."
Don Peppers and Martha Rogers, PhD, coauthors of Rules to Break and Laws to Follow

"Forget all the social media buzzwords! Dave and Mike cut through the social sphere hype with this practical guide helping you hone in on making social media a vital business success tool. After reading David and Mike's book, you will understand why you need to integrate your efforts in social media with your overall business objectives. Through new (not-your-everyday-Zappos-Dell-Facebook-example) and varied case studies, analytical direction, and measurement insights, Dave and Mike's book provides the fundamental strategies for your brand to truly connect with people via social media."
Zena Weist, Director, Social Media, H&R Block

"Thomas and Barlow have nailed it. I wish I'd written this book."
Chris Brogan, coauthor of Trust Agents

"As a social media strategist for a large brand, I understand the challenges companies face integrating social media. This book presents practical solutions in a way that makes sense for large enterprises."
Bert DuMars, Vice President, E-Business and Interactive Marketing, Newell Rubbermaid, www.newellrubbermaid.com

"Lots of companies try their hands at social media and are unhappy with the results because they don't do their homework. Success in social media comes from smart preparation and making sure your online actions support your key business objectives. This book lays out the groundwork in a way that's easy for companies to understand and implement."
Justin Levy, author of Facebook Marketing: Designing Your Next Marketing Campaign

"Many enterprises continue to treat social media as a box they'd rather not open. With The Executive's Guide to Enterprise Social Media Strategy, David Thomas and Mike Barlow not only provide organizations with the keys to that particular box, but also clear, actionable strategies for dealing with its contents. The payoff: happier customers, better products and services, and a potentially enormous trove of valuable business intelligence. Highly recommended."
Tom Webster, Vice President, Strategy, Edison Research

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Product Details

  • ISBN-13: 9780470886021
  • Publisher: Wiley
  • Publication date: 2/8/2011
  • Series: Wiley and SAS Business Series , #42
  • Edition number: 1
  • Pages: 204
  • Sales rank: 1,235,937
  • Product dimensions: 6.10 (w) x 9.00 (h) x 0.90 (d)

Meet the Author

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.

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Table of Contents

Foreword.

Preface.

Acknowledgments.

Introduction.

Country Village or Gleaming City?

Beyond Disruptive.

Step Aside, Fred Taylor?

Social Media or What?

Why Now?

So, What's the Best Way to Skin a Mastodon?

Questions You Should Be Prepared to Answer.

Critical Areas for Success.

Part I: The Grand Scheme of Things.

Chapter 1: Speed, Scope, Complexity, Power, and Potential.

They Laughed at the Wright Brothers.

A World of New Challenges and Opportunities.

Getting a Firm Grasp on a Viral Phenomenon.

What's the Hurry?

Too New-Fangled for You?

A Very Cool Scenario.

Step Up and Meet the Millennial Generation.

Just What You Needed: Another "Perfect Storm".

Chapter 2: The New Mode of Production.

Social Media, Teamwork, and Collaboration.

Mapping Social Media to Results.

Accelerating Product Development.

Driving Knowledge into and across the Organization.

Crowd Sourcing?

We're All Hackers Now.

Chapter 3: The Social Enterprise.

Forget Murphy's Law.

More Important Than Money?

The Social Workforce.

Collaboration is the New Efficiency.

Social HR.

First Impressions Count.

The Train Is Leaving the Station?

The New Social Dimension.

Social CRM.

Social Leadership.

Making It Stick.

Legal Niceties.

High Speeds Need Seat Belts.

Take the Time to Write It Down.

Part II: Building a Structure for Success.

Chapter 4: Get Everybody Together in the Same Room.

Invite the Practitioners, Not Just the Rulemakers.

Figure Out What's Important.

What Are Your Existing Goals?

What Makes Sense in Your Industry?

What Makes Sense in Your Company?

How Can You Figure Out What Will Work for You?

Chapter 5: Creating Social Media Guidelines.

Be Clear and Concise.

Guiding Principles for Social Media at SAS.

Include Do's as Well as Don'ts.

Include Examples.

Communicate as Often as Possible, in Every Channel you Have.

Spotlight Successes.

Lead by Example.

Chapter 6: Staffing and Structuring.

Where Does It Live?

Hire or Designate?

How Do You Structure for Social?

How One Organization Pulls It Together.

Outsourcing the Roles.

Chapter 7: Listening, Measurement, Analytics, and ROI.

A Simple Listening Framework.

First, a Word from the Measurement Queen.

• Listen Yes. But Think Bigger.?.

The Five Kinds of Listening

What Is Social Media Analytics?

CareOne's Measurement Model.

Not a Simple Formula, but a Formula Nonetheless.

Chapter 8: The Keys to Success in Social Media.

It's Difficult in Its Simplicity.

Finding the Time to Do It.

A Simple Model.

Using All Your Channels.

Nine Easy Ways to Write a Blog Post.

Part III: Putting Your Social Media Strategy to Work.

Chapter 9: Marketing.

From Strollers to Sharpies.

From the Nursery to the Kitchen.

Sharpie, Meet Lamborghini.

Bert's Advice.

Chapter 10: Social Media for B2B.

B2B and Phonebooth-to-B.

Taking an Integrated Approach at Cisco.

Chapter 11: Public Relations.

The Old Model of PR.

The New Model of PR.

Social Media PR at the Mayo Clinic.

Social Media in a Crisis.

Greenpeace versus Nestl?.

The Power of Parody.

Chapter 12: Sales.

Turning Twitter Connections into Sales Leads.

A Debt of Gratitude.

Chapter 13: The Voice of the Customer.

Customer Service.

Comcast Cares.

Nothing Is Certain but Twitter and Taxes.

Product Development.

The Phone Is Ringing.

Chapter 14: Internal Communications.

The 'Virtual Water Cooler'.

Social Media and Internal Communications at SAS.

Appendix: Intuit Social Communications Policy.

Additional Resources.

Recommended Reading.

About the Authors.

Index.

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Sort by: Showing all of 2 Customer Reviews
  • Posted March 2, 2011

    A social media conference in a book

    You know how you feela fter attending a really great conference with lots of useful information? Your head is swimming with ideas from presenters who are smarter or braver or just further down the road than you are, and you can't wait to share everything you've learned with your olleagues.

    The downside of attending a conference, however, is that your notes from multiple days of sessions are usually incoherent, disorganized and not practical for immediate action.

    But that's the beauty of the book. It's as if the authors attended the conference with you, wrote down everything you wanted to share with your boss and even provided practical "What You Can Do Right Now" tips at the end of every session (er, chapter).

    Read it now and share it with your manager. Convince her to buy two copies and save you the expense of two conference registrations.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted February 23, 2011

    Finally social media explained so the C-Suite will get it

    This was a wonderful book written so your executives will finally stop asking you..."what is this Twitter" and start focusing on the results you are delivering. I loved the real world examples of how brands are using social media to drive their corporate mission forward. It is a must read for any executive and/or marketer who is trying to understand the digital frontier. If you are a marketer you have to get a copy in your CEO and CMO's hands.

    1 out of 1 people found this review helpful.

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