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

by Barlow, Mike; Thomas, David B.

• ISBN13: 9780470886021
• ISBN10: 0470886021
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-02-08
• Publisher: Wiley

Summary

An actionable framework for developing and executing successful social media strategies supporting collaboration, teamwork and communication in modern corporationsUsing straightforward language, this book offers real-world stories and revealing anecdotes to demonstrate how executives and business leaders develop successful corporate social media strategies. High level guidance to developing the practical business frameworks and policies necessary for implementing and managing successful corporate social media strategies Describes the actual processes, organizational structures, and technology platforms required to develop and execute a strategy of continuous engagement with customers, partners, and stakeholders Provides both how-to advice as well as best practices on creating an enterprise social networking strategy Other titles by Barlow: Partnering with the CIO: The Future of IT Sales Seen Though the Eyes of Decision MakersAn executive handbook and referencefor social media strategy planning and development, The Executive's Guide to Enterprise Social Media Strategy answers all the questions you have on this topic, including why every corporation needs a social media strategy and how it can be successfully leveraged to achieve business objectives.

Author Biography

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.

Table of Contents

Foreword	p. xiii
Preface	p. xv
Acknowledgments	p. xvii
Introduction	p. 1
Country Village or Gleaming City?	p. 2
Beyond Disruptive	p. 4
Step Aside, Fred Taylor...	p. 6
Social Media or What?	p. 6
Why Now?	p. 7
So, What's the Best Way to Skin a Mastodon?	p. 8
Questions You Should Be Prepared to Answer	p. 10
Critical Areas for Success	p. 12
The Grand Scheme of Things	p. 15
Speed, Scope, Complexity, Power, and Potential	p. 17
They Laughed at the Wright Brothers	p. 19
A World of New Challenges and Opportunities	p. 21
Getting a Firm Grasp on a Viral Phenomenon	p. 21
What's the Hurry?	p. 22
Too Newfangled for You?	p. 22
A Very Cool Scenario	p. 23
Step Up and Meet the Millennial Generation	p. 26
Just What You Needed: Another "Convergence"	p. 27
The New Mode of Production	p. 29
Social Media, Teamwork, and Collaboration	p. 29
Mapping Social Media to Results	p. 33
Accelerating Product Development	p. 35
Driving Knowledge into and across the Organization	p. 37
Crowd Sourcing...	p. 38
We're All Hackers Now	p. 41
The Social Enterprise	p. 43
Forget Murphy's Law	p. 43
More Important Than Money!	p. 44
The Social Workforce	p. 46
Collaboration is the New Efficiency	p. 47
Social HR	p. 48
First Impressions Count	p. 49
The Train Is Leaving the Station	p. 51
The New Social Dimension	p. 52
Social CRM	p. 53
Social Leadership	p. 55
Making It Stick	p. 57
Legal Niceties	p. 62
High Speeds Need Seat Belts	p. 63
Take the Time to Write It Down	p. 65
Building a Structure for Success	p. 67
Get Everybody Together in the same Room	p. 69
Invite the Practitioners, Not Just the Rulemakers	p. 70
Figure Out What's Important	p. 71
What Are Your Existing Goals?	p. 72
What Makes Sense in Your Industry?	p. 73
What Makes Sense in Your Company?	p. 73
How Can You Figure Out What Will Work for You?	p. 74
Creating Social Media Guidelines	p. 75
Be Clear and Concise	p. 76
Guiding Principles for Social Media at SAS	p. 76
Include Dos as Well as Don'ts	p. 77
Include Examples	p. 78
Communicate as Often as Possible, in Every Channel You Have	p. 79
Spotlight Successes	p. 80
Lead by Example	p. 81
Staffing and Structuring	p. 83
Where Does it Live?	p. 85
Hire or Designate?	p. 86
How Do You Structure for Social Media?	p. 87
How One Organization Pulls It Together	p. 89
Outsourcing the Roles	p. 90
Listening, Measurement, Analytics, and ROI	p. 93
A Simple Listening Framework	p. 94
First, a Word from the Measurement Queen	p. 95
"Listen, Yes. But Think Bigger."	p. 96
The Five Kinds of Listening	p. 98
What Is Social Media Analytics?	p. 101
CareOne's Measurement Model	p. 104
Not a Simple Formula, but a Formula Nonetheless	p. 106
The Keys to Success in Social Media	p. 113
It's Difficult in Its Simplicity	p. 113
Finding the Time to Do it	p. 115
A Simple Model	p. 116
Using All Your Channels	p. 117
Nine Easy Ways to Write a Blog Post	p. 118
Putting Your Social Media Strategy to Work	p. 121
Marketing	p. 123
From Strollers to Sharpies	p. 125
From the Nursery to the Kitchen	p. 128
Sharpie, Meet Lamborghini	p. 129
Bert's Advice	p. 130
Social Media for B2B	p. 133
B2B and Phonebooth-to-B	p. 135
Taking an Integrated Approach at Cisco	p. 137
Public Relations	p. 141
The Old Model of PR	p. 142
The New Model of PR	p. 143
Social Media PR at Mayo Clinic	p. 144
Social Media in a Crisis	p. 146
Greenpeace versus Nestlé	p. 147
The Power of Parody	p. 148
Sales	p. 153
Turning Twitter Connections into Sales Leads	p. 158
A Debt of Gratitude	p. 159
The Voice of the Customer	p. 163
Customer Service	p. 163
Comcast Cares	p. 164
Nothing Is Certain but Twitter and Taxes	p. 165
Product Development	p. 168
The Phone Is Ringing	p. 170
Internal Communications	p. 173
The "Virtual Water Cooler"	p. 175
Social Media and Internal Communications at SAS	p. 176
Appendix: Intuit Social Communications Policy	p. 179
Additional Resources	p. 187
Recommended Reading	p. 191
About the Authors	p. 193
Index	p. 195
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