9780137152223

Facebook Era : Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

by
  • ISBN13:

    9780137152223

  • ISBN10:

    0137152221

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 1/1/2011
  • Publisher: Prentice Hall
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Supplemental Materials

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Summary

Through case studies, examples, and a practical how-to guide, Shih, one of the world's top business social networking thought leaders and practitioners, helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing.

Table of Contents

Forewordp. ix
Acknowledgmentsp. xii
About the Authorp. xiv
Introductionp. 1
Why You're Reading This Bookp. 2
Welcome to the Facebook Erap. 3
How to Use This Bookp. 5
A Brief History of Social Media
The Fourth Revolutionp. 11
Mainframe Computingp. 12
The PCp. 14
The World Wide Webp. 15
The Online Social Graphp. 17
Empowering the End Userp. 22
The Evolution of Digital Mediap. 25
Storage and Creationp. 26
Media Distributionp. 26
The Future: Social Filteringp. 29
Why Facebook Is Differentp. 34
Social Network Ecosystemsp. 36
What the Social Graph Means for Digital Mediap. 42
Social Capital from Networking Onlinep. 43
Establishing a New Category of Relationshipsp. 44
Online Interactions Supplement Offline Networkingp. 50
Flattening Effectp. 52
Creating New Value from Network Effectsp. 52
Blurring the Linesp. 57
Transforming the Way We Do Business
Social Salesp. 61
Transforming the Sales Cyclep. 62
The Need for Multiple Network Structuresp. 79
CRM-The First Social Network?p. 80
Social Network Marketingp. 81
Hypertargetingp. 82
Loyalty and Engagementp. 89
Social Distributionp. 96
Challenges and Limitationsp. 103
Social Innovationp. 107
Concept Generationp. 108
Prototypingp. 115
Commercial Implementationp. 117
Continual Iterationp. 120
Social Recruitingp. 123
The Best Social Networks for Recruitingp. 124
Sourcing Candidatesp. 126
Candidate Referencesp. 134
Employer and Recruiter Reputationp. 135
Keeping in Touchp. 137
Advice for Candidatesp. 141
Employee Poachingp. 141
Your Step-By-Step Guide to Using Facebook for Business
Engage Your Customersp. 145
Start with Strategy and Objectivesp. 146
Find Your Unsanctioned Communitiesp. 148
Define and Establish Your Presencep. 155
Get Your Message Acrossp. 163
Hypersegment Your Audiencep. 164
Choose Your Media Strategyp. 167
Build and Manage Your Relationshipsp. 181
Setting Up Your Facebook Accountp. 181
Interacting on Facebookp. 187
Asking for and Providing Introductionsp. 193
Corporate Governance and Strategyp. 195
Choosing the Right Network Modelp. 196
Identify Key Risk Areasp. 198
Partner with Legal, IT, and PRp. 200
The Future of Social Businessp. 203
The Innovator's Dilemmap. 204
The ROI of Socialp. 205
Social Trendsp. 205
What the Future Means for Doing Businessp. 206
Final Remarksp. 211
Snapshot of Top Social Networking Sites, March 2009p. 213
Indexp. 223
Table of Contents provided by Ingram. All Rights Reserved.

Excerpts

Introduction Introduction "I am a firm believer in the people." Abraham LincolnIt was the spring of 2007. Smoking indoors hadn't yet been outlawed, though this place might not have cared either way. These two older men, clearly regulars, sat in the back corner, bare, lanky arms hanging out of their wifebeaters, cigarette dangling out one side of their mouth and a toothpick out the other. They were gesturing animatedly, laughing, eating, smoking, chattering away in loud Cantonese about this and that.I tuned them out to focus on my steaming bowl of wonton soup. Just then, out of the corner of my ear, I heard them just barely: "...blah blah blah Facebook." I instantly sat up to listen. I had not been mistakenthese two men slurping down their congee at an anonymous diner tucked away in a corner of Hong Kong where foreigners never go, and probably don't know about, were talking about Facebook . Their children who were in college abroad got them into it, and now they were hooked. I was floored. It was the moment I realized that if Facebook was not already mainstream, that it would become so very, very soon.I flew back to San Francisco the following week and attended the first f8, Facebook's developer conference. There, they unveiled a new platform that would allow third-party developers and software vendors to build applications that Facebook users could add to their Facebook pages, such as their profile. The keynote presentation and product demonstrations were novel and interestingnew Facebook applications such as iLike for sharing music and concerts with friends, Slide for sharing photos and videos, and so on and so forth.Still, I felt like something was missing. Games and SuperPoking are fun, but where were the business applications? I was working (and still work) at an enterprise computing company, salesforce.com, which made its name developing customer relationship management (CRM) applications. But wasn't relationship management at the core of what Facebook was offering, albeit in a more fun and casual and modern way?That night, I went home and sketched out an idea for bringing Facebook to business. As a product marketer, I had been spending a lot of time on sales calls and saw that the most successful reps established immediate rapport with their prospects and had the strongest personal relationships with their customers. Meanwhile in my personal life, I saw Facebook help establish faster and better rapport with people I had just met, and help me maintain closer relationships with my friends. So I decided to bring Facebook to CRM.With my friend Todd Perry's help, I developed Faceconnector (originally called Faceforce), which pulls Facebook profile and friend information into Salesforce CRM. Instead of anonymous cold calling, sales reps and other business professionals could get to know the person behind the name and title, and even ask for warm introductions from mutual friends.Fortunately, Todd and I weren't alone. Enterprise start-up companies like WorkLight, InsideView, and Appirio evolved their products to include Facebook and other traditionally "consumer" social media. New companies emerged, like Mzinga, Socialcast, and Small World Labs, to build enterprise social technol

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