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Praise for Social Business by Design
"Social Business by Design is a book about turning your business into a social one—not one that spams Twitter, but actually bakes the benefits of the social revolution right into the fabric of your organization. A big idea, and an urgent one."
—Seth Godin, author, Poke the Box
"If you are serious about developing a social business, then keep this book close at hand. Dion Hinchcliffe and Peter Kim bring years of wisdom and experience, paid in blood and sweat, to the pages of Social Business by Design—so that you don't have to."
—Charlene Li, author, Open Leadership; founder, Altimeter Group
"Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working."
—Tony Hsieh, author, Delivering Happiness; CEO, Zappos.com, Inc.
"Social Business by Design goes beyond the surface level of social media to help executives across departments think like social anthropologists who can deeply integrate the latest insights, trends, and data to help their businesses thrive in the 21st century. Kim and Hinchcliffe have helped companies from the inside and know their subject matter well."
—Scott Monty, global digital communications, Ford Motor Company
"The debate about whether social business is worthwhile is over, thankfully. Now we can move on to the much more important work of successfully putting in place new technology-enabled ways of working, marketing, and innovating. With this invaluable book, Hinchcliffe and Kim offer guidance springing from their deep experience on how to do just this."
—Andrew McAfee, principal research scientist, MIT; author, Enterprise 2.0
"New technology is driving a fundamental power shift in business globally, representing a significant challenge for business. But that same technology also provides unparalleled opportunity if we learn how to harness it. This compelling book outlines the basic principles we will all need to transform challenges into opportunities."
—John Hagel, coauthor, The Power of Pull; co-chairman, The Center for the Edge
Foreword vii
by Jeff Dachis
Introduction 1
PART ONE Adapting Organizations to the Twenty-First Century 5
1 Social Media: Drivers of Global Business Opportunity 7
2 Social Media: A Way of Life, a Way of Business 17
3 Who’s Winning in Social Business and Why 25
4 The Global Business Transition to Social Media 45
5 How Business Will Make the Transition 53
PART TWO The Techniques of Social Business 63
6 Social Media Marketing 65
7 Social Product Development 87
8 Crowdsourcing: Community-Powered Workforces 93
9 Social Customer Relationship Management and Customer Communities: Social Customer Care 99
10 Social Business Ecosystems: Engaging with Business Partners 107
11 Workforce Engagement: Creating a Connected Company Using Social Business 127
12 Social Business Supporting Capabilities 143
PART THREE Social Business Design and Strategy 157
13 Identifying Priorities and Planning 159
14 Building Blocks: The Elements of Social Business 169
15 Business Cases, Pilots, Return on Investment, and Value: Tying Them Together 185
16 Building a Social Business Strategy: The Outputs 191
17 Getting Started with Social Business 195
18 Maturity: The Social Business Unit 205
Epilogue 211
Appendix: The Ten Tenets of Social Business 215
Notes 217
Acknowledgments 229
About the Authors 231
Index 233
Overview
Praise for Social Business by Design
"Social Business by Design is a book about turning your business into a social one—not one that spams Twitter, but actually bakes the benefits of the social revolution right into the fabric of your organization. A big idea, and an urgent one."
—Seth Godin, author, Poke the Box
"If you are serious about developing a social business, then keep this book close at hand. Dion ...