The Most Powerful Brand On Earth How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media

by Boudreaux, Chris; Emerick, Susan F.

• ISBN13: 9780133115390
• ISBN10: 0133115399
• Edition: 1st
• Format: Hardcover
• Copyright: 2013-08-30
• Publisher: Prentice Hall

Summary

Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators.

Achieving those outcomes requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Now, in The Most Powerful Brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Drawing on their experience leading social media transformations at IBM and other top companies, they present frameworks and case studies from key innovators that show how to

-Leverage the surprising dynamics of online influence

-Plan, execute, and manage the development of key relationships

-Measure outcomes and performance in effective and useful ways

-Resolve crucial security, privacy, and regulatory issues that arise when others represent you online

-Gain crucial support from leaders, participants, and other stakeholders

-Empower the people and teams you attract, hire, and support

-Navigate cultural and process changes that will make or break your program

-Preview trends that will shape your social empowerment programs in coming years

 

Author Biography

Susan Emerick leads enterprise social business programs for IBM. As an author, speaker, and adjunct professor, Susan helps marketers use social and digital media to foster longterm, high-value relationships with clients, prospects, partners, colleagues, and communities. Beginning in 2008, Susan helped establish a social insights practice at IBM, to continually develop social listening insights that drive marketing planning and social engagement strategies. This IBM initiative was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business. In 2011, Susan was named to the elite iMedia Top 25 Internet Marketing Leaders and Innovators, an annual list of cutting-edge creative professionals, strategists, and technology innovators. As an active member of the Word of Mouth Marketing Association Research and Measurement Council, Susan uses her expertise to influence the standards and principles of word-of-mouth research and measurement.

Chris Boudreaux helps large brands transform their business operations for ROI through social media. He also leads development of social media offerings and serves as a solution architect for social media solutions at Accenture. In 2008, he created SocialMediaGovernance.com to help organizations get the most from their social media efforts. In 2011, he coauthored The Social Media Management Handbook (Wiley & Sons), and his studies of social media have been referenced by corporations, governments, industry analysts and nonprofits around the world.

He also led business development and marketing at two online start-ups, one of which was acquired by Glam Media.

Table of Contents

Chapter 1: Web of Trust: The Case for the Social Workforce

Chapter 2: Help Your People Do Well

Chapter 3: You Will Measure New Things in New Ways

Chapter 4: Influence–It’s Complicated

Chapter 5: The Power to Sway: Helping Employees Build Advocacy Online

Chapter 6: Safety and Security

Chapter 7: Build Your Team

Chapter 8: How to Begin

Chapter 9: Manage the Journey

Chapter 10: The Future of the Social Workforce