Social Business by Design : Transformative Social Media Strategies for the Connected Company

by Hinchcliffe, Dion; Kim, Peter; Dachis, Jeff

• ISBN13: 9781118273210
• ISBN10: 1118273214
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-05-01
• Publisher: Jossey-Bass

Summary

Useful books already exist to provide tactical overviews for how to apply social media to various areas of a business (marketing, customer service, product development, etc.) There are also fairly strong books that evangelize social media at a strategic level. But there is no definitive management book with detailed, credibile specifics on how to rethink the modern organization for the social media era. Social Business is that book. Social Business begins by exploring how the social, cultural, and technological trends provoked by the social media explosion are transforming the business environment. From this big picture view, the book then steps down to closely analyze the various tools of social media strategy: social media marketing, social product development, crowdsourcing, social customer research management, and more. The author then shows how to choose and implement a social business strategy and reveals the exact playbook to maximize its impact. These strategies are grounded in real-world examples from high-profile organizations such as Accenture, Best Buy, DIA, GEICO, ING, LG, Missile Defense Agency, Gucci, World Bank, and IBM. Social Business draws on the rich unique set of assets of the Dachis Group. With a leading consulting business for numerous senior executive clients in Fortune 500 and Global 2000 companies, Dachis uses its "front row" seat in the industry to complete research work with large enterprises in their industry-leading Social Business Council. The books combines compelling explanation, hard-hitting research, and strategic recommendation, very much in line with the way Dachis practices.

Author Biography

Dion Hinchcliffe is executive vice president of strategy at Dachis Group. He is an internationally recognized thought leader on enterprise social media, business agility, open business models, and information technology. He writes, speaks, researches, and consults on these topics for clients in the Fortune 500 and public sector.

Peter Kim is chief strategy officer of Dachis Group. He is a leading advisor on social business, working with clients on strategy formulation and driving global industry discourse.

Dachis Group is a consulting firm that helps large enterprises implement social business design to formulate business strategies; plans, builds, and activates social solutions for customer, workforce, and enterprise engagement; and provides data aggregation and analysis. www.dachisgroup.com

For more information, please visit www.socialbusinessbydesign.com

Table of Contents

Foreword	p. vii
Introduction	p. 1
Adapting Organizations to the Twenty-First Century	p. 5
Social Media: Drivers of Global Business Opportunity	p. 7
Social Media: A Way of Life, a Way of Business	p. 17
Who's Winning in Social Business and Why	p. 25
The Global Business Transition to Social Media	p. 45
How Business Will Make the Transition	p. 53
The Techniques of Social Business	p. 63
Social Media Marketing	p. 65
Social Product Development	p. 87
Crowdsourcing: Community-Powered Workforces	p. 93
Social Customer Relationship Management and Customer Communities: Social Customer Care	p. 99
Social Business Ecosystems: Engaging with Business Partners	p. 107
Workforce Engagement: Creating a Connected Company Using Social Business	p. 127
Social Business Supporting Capabilities	p. 143
Social Business Design and Strategy	p. 157
Identifying Priorities and Planning	p. 159
Building Blocks: The Elements of Social Business	p. 169
Business Cases, Pilots, Return on Investment, and Value: Tying Them Together	p. 185
Building a Social Business Strategy: The Outputs	p. 191
Getting Started with Social Business	p. 195
Maturity: The Social Business Unit	p. 205
Epilogue	p. 211
Appendix: The Ten Tenets of Social Business	p. 215
Notes	p. 217
Acknowledgments	p. 229
About the Authors	p. 231
Index	p. 233
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