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

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

by Clara Shih

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Overview

The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer by Clara Shih

“The power of Clara’s book is that 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 a compelling call to action for company leaders everywhere.”

—Ted Mathas, Chairman and CEO, New York Life

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 fifteen years ago. Delegating this opportunity to a social media team is not enough—today’s leaders must personally grasp the tectonic changes arising from today’s social, always-connected customer, and must re-architect business practices and models 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. The functional breadth of this book is critical for today’s leaders, who must deliver a consistent experience across every brand touchpoint, from marketing to sales to customer service, online to offline, because that is what the customer expects.

This guide is a must-read for all professionals—from boards of directors to front-line sales managers, and from chief marketing officers to recruiting, IT, and compliance directors—who need to understand the digital transformation taking place not only in their own department but in all departments. Only with this broader understanding can functional leaders effectively collaborate on delivering a cohesive customer experience spanning previous organizational silos.

Going far beyond her global best-seller The Facebook Era, Clara offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture “the digital last mile” across social media, mobile messaging apps, the 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.

Product Details

ISBN-13: 9780134263434
Publisher: Prentice Hall
Publication date: 04/27/2016
Pages: 256
Sales rank: 1,248,327
Product dimensions: 5.90(w) x 8.90(h) x 0.70(d)

About the Author

Clara Shih is a Silicon Valley tech entrepreneur and bestselling author. She is founder and CEO of Hearsay Social, an enterprise software company whose predictive omnichannel marketing platform helps financial advisors engage clients across social, text message, email, and websites while complying with industry regulations. A pioneer in the social media industry, Clara developed Faceforce, the first social business application, in 2007 and subsequently authored the New York Times-featured bestseller, The Facebook Era (Addison-Wesley, 2011).

Clara has been named one of Fortune’s “Most Powerful Women Entrepreneurs,” Fast Company’s “Most Influential People in Technology,” BusinessWeek’s “Top Young Entrepreneurs,” and both Fortune’s and Ad Age’s “40 Under 40.” She was also named a “Young Global Leader” by the World Economic Forum.

Clara is a member of the Starbucks board of directors and previously served in a variety of technical, product, and marketing roles at Google, Microsoft, and Salesforce.com. She holds a B.S. and M.S. in computer science from Stanford, as well as an M.S. in Internet studies from Oxford, where she studied as a United States Marshall Scholar.

Connect with Clara on social media:

http://twitter.com/clarashih

http://facebook.com/clarashih

https://www.linkedin.com/influencer/clarashih

https://instagram.com/clarashih

http://hearsaysocial.com/blog

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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