Smart Business, Social Business

A Playbook for Social Media in Your Organization

Author: Michael Brito

Publisher: Pearson Education

ISBN:

Category: Business & Economics

Page: 272

View: 621

This book will help organizations evolve into a fully collaborative social business. It serves as a step by step playbook to achieve organizational change, process efficiencies and technology acumen: Proven solutions for the real people, process, and technology obstacles businesses face in using social media behind the firewall. How to have the successful internal conversations with stakeholders, partners and global teams that lead to successful external conversations with the social customer Strategies for improving organizational dynamics, collaboration, governance, training, engagement, policies, technology integration, workflows, social CRM, and metrics Many organizations today have already evolved into social brands. They may be active on Twitter and Facebook; they may have corporate blogs and communities and they are trying hard to engage effectively with the social customer. However, behind the firewall, chaos, anarchy, and conflict reign. In Smart Business, Social Business, leading enterprise social business consultant shows how to build an internal framework based on change management that will lead to success with social media: one that will make external engagement more effective, meaningful, and sustainable. Michael Brito systematically identifies the internal culture, process and technology obstacles to long-term success with social media, and offer best practice solutions. He discusses a wide spectrum of issues, offering actionable intelligence and helping decision-makers build strategies and plans that deliver value. Topics addressed include change management, organizational models and dynamics, internal communications, collaboration, governance, metrics, training, employee activation, policies, technology integration, workflows, social CRM, and much more. Drawing on his own experience working for Silicon Valley companies, HP, Yahoo! and Intel, Brito presents dozens of examples and case studies. Using this book, companies can begin to transform their organizations from just a "social brand" to a fully collaborative and dynamic "social business.”

Your Brand, The Next Media Company

How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships

Author: Michael Brito

Publisher: Que Publishing

ISBN:

Category: Business & Economics

Page: 272

View: 248

Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company. There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior. Social business pioneer Michael Brito covers every step of the process, including: Understanding the unpredictable nature and dynamic behaviors of the social customer Deploying social business strategies that will help facilitate the change from brand to media company Building a content organization and setting the stage for transformation Creating a real-time command center that will help facilitate reactive and proactive content marketing Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration) Enabling customers and employees (brand journalists) to feed the content engine Developing your content strategy that can be executed across paid, earned, and owned media content Transitioning from “brand messaging” to a highly relevant content narrative Evaluating the content marketing vendors and software platforms vying for your business Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.

Managing Diversity, Innovation, and Infrastructure in Digital Business

Author: Ray, Nilanjan

Publisher: IGI Global

ISBN:

Category: Business & Economics

Page: 287

View: 760

In the digital age, consumers have morphed from passive receivers of marketing messages to active suppliers of information about product through various digital media, creating a need for businesses to effectively manage a more diverse and creative range of consumers. Managing Diversity, Innovation, and Infrastructure in Digital Business is a collection of innovative research on new avenues in overall digital infrastructures, digital modern business infrastructures, business automation, and financial aspects of modern businesses. Featuring research on topics such as electronic word-of-mouth strategies, social media marketing, and digital communication, this book is ideally designed for business professionals, managers, and undergraduate and postgraduate business students seeking current research on business in the digital environment.

Participation Marketing

Unleashing Employees to Participate and Become Brand Storytellers

Author: Michael Brito

Publisher: Kogan Page Publishers

ISBN:

Category: Business & Economics

Page: 256

View: 928

Trust is an invaluable commodity in any business environment. Organizations benefit from being viewed as transparent, open and human, and one of the best ways of achieving this is through authentic employee advocacy. Participation Marketing takes a detailed look at the benefits that arise when employees are fully subscribed to a brand's ethos, and how this can be used to magnify a brand's voice. After all, it's likely that every individual employee of a company now has several hundred unique social media connections, if not more. So by engaging staff and encouraging them to participate in company activity and share via their own channels, they will be broadcasting trusted brand experiences to entirely new groups of consumers. Employee advocacy has always been worth investing in, but as the combination of constant connectedness and conversation becomes standard in our everyday lives, so too grows the importance of leveraging it. Participation Marketing will convince business leaders to think hard about employee advocacy as a channel that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee satisfaction, retention and an increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant stories.

Social Media Management

Technologies and Strategies for Creating Business Value

Author: Amy Van Looy

Publisher: Springer

ISBN:

Category: Business & Economics

Page: 250

View: 325

This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach, embracing IT, marketing, HR and many other fields. Readers will benefit from a comprehensive selection of current topics, including: tools, tactics and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues.

Brand Advocates

Turning Enthusiastic Customers into a Powerful Marketing Force

Author: Rob Fuggetta

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 304

View: 481

Praise for Brand Advocates "Ignite your Advocates! Fuggetta shows you how." —SCOTT MONTY, Head of Social Media, Ford "Creating and amplifying authentic Advocates should be front and center on every marketer's agenda. This book is a blueprint for how to turn genuine Advocates into a powerful marketing force." —SUSAN HELSTAB, Executive Vice President of Marketing, Four Seasons Hotels and Resorts "Advocacy is the ultimate goal for every brand. And Rob Fuggetta has given us the ultimate guidebook to brand advocacy. Simple, clear, and filled with practical advice, this book shows you how to turn your enthusiastic customers into a powerful Brand Army." —PORTER GALE, former Vice President of Marketing, Virgin America "In an era of connected consumerism, advocacy puts the word in word of mouth. Nothing is more authentic or effective. This book shows you exactly how to find and engage your advocates." —BRIAN SOLIS, Principal Analyst, Altimeter Group, and author, The End of Business as Usual "Inspiring Advocates is one of Method's seven obsessions. Get this book and be inspired. Highly recommended!" —ERIC RYAN, Cofounder, Method "Fuggetta's equation for building great brands in the social media age is proven and powerful. Every hotel marketer should read this book." —CHIP CONLEY, Founder, Joie De Vivre Hospitality, and author, Emotional Equations "Brand Advocates is a book every public relations professional should read. It's the definitive guide to authentic advocacy." —AEDHMAR HYNES, Chief Executive Officer, Text 100 Public Relations "Companies aren't trusted, brands aren't trusted, and nor are your executives. People trust each other, and now they have the tools to communicate with each other using social technologies and mobile, with or without brands involved. As a result, trust has shifted to the participants. Many brands, knowing their credibility has diminished, rely on advocacy programs where trusted members of the community are given a platform and encouraged to speak. Fuggetta shows you exactly how to create an advocacy program that empowers your trusted Advocates." —JEREMIAH OWYANG, Partner, Altimeter Group

Smart Business Networks

Author: Peter H.M. Vervest

Publisher: Springer Science & Business Media

ISBN:

Category: Business & Economics

Page: 442

View: 331

Scientists from management and strategy, information systems, engineering and telecommunications have discussed a novel concept: Smart Business Networks. They see the future as a developing web of people and organizations, bound together in a dynamic and unpredictable way, creating smart outcomes from quickly (re-)configuring links between actors. The question is: What should be done to make the outcomes of such a network 'smart', that is, just a little better than that of your competitor? More agile, with less pain, with more return to all the members of the network, now and over time? The technical answer is to create a 'business operating system' that should run business processes on different organisational platforms. Business processes would become portable: The end-to-end management of processes running across many different organizations in many different forms would become possible. This book presents you the outcomes of an energizing and new direction in management science.

Smart Business Systems for the Optimized Organization

Author: Robert J. Thierauf

Publisher: Greenwood Publishing Group

ISBN:

Category: Business & Economics

Page: 319

View: 598

One of the first books to probe the latest direction in computing technology, this innovative text explores ways in which smart business systems can help pick the best, most optimal, or near-optimal solutions from among hundreds, even thousands of possibilities that threaten to swamp organizational decision makers daily. Well-illustrated with examples and discussions of typical applications in such areas as strategic planning, marketing, manufacturing, and accounting, the book will help managers at all levels tie their organization's critical success factors into its key performance indicators and financial ratios.

Social Business By Design

Transformative Social Media Strategies for the Connected Company

Author: Dion Hinchcliffe

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 256

View: 590

From the Dachis Group—the global leader in socialbusiness—comes the groundbreaking book on transformativesocial business strategies. Social Business By Design is the definitive management bookon how to rethink the modern organization in the social media era.Based on their research and work through the Dachis Group, thoughtleaders Dion Hinchcliffe and Peter Kim deftly explore how thesocial, cultural, and technological trends provoked by the socialmedia explosion are transforming the business environment. Designedas both a strategic overview and a hands-on resource, SocialBusiness By Design clearly shows how to choose and implement asocial business strategy and maximize its impact. Explains the mechanisms, applications, and advantages of astrategic array of social media topics, including social mediamarketing, social product development, crowdsourcing, social supplychains, social customer relationship management, and more Features examples from high-profile companies such as SAP,Procter & Gamble, MillerCoors, Bloomberg, HBO, Ford, and IBMwho have implemented social business strategies Draws on the extensive research and expertise of the DachisGroup, which has helped numerous Fortune 500 clients plan, build,and activate effective social business solutions Containing actionable, high-impact techniques that save time andthe bottom line, Social Business By Design will transformany organization's strategy to ensure success and avoid disruptionin a fast-moving world.

Smart Business

What Alibaba's Success Reveals about the Future of Strategy

Author: Ming Zeng

Publisher: Harvard Business Press

ISBN:

Category: Business & Economics

Page: 320

View: 945

How Strategy Works in an Interconnected, Automated World Leaders already know that the classic approach to strategy--analyze, plan, execute--is losing relevance. But they don't yet know what replaces it. As everyone and everything becomes more interconnected and digitized, how do you operate, compete, and win? Ming Zeng, the former Chief of Staff and strategy adviser to Alibaba Group's founder Jack Ma, explains how the latest technological developments, such as artificial intelligence, machine learning, the mobile internet, and cloud computing are redefining how value is created. Written especially for those outside the technology industry or the startup arena, this book introduces a simple, overarching framework to guide strategy formulation and execution in this data-rich and highly interactive environment. Revealing the revolutionary practices that he and his team have developed at Alibaba, Zeng shows how to: Automate decisions through machine learning Create products informed by real-time data from customers Determine the right strategic positioning to maximize value from platforms and suppliers Repurpose your organization to further human insight and enable creativity Lead your company's transformation into a smart business With insights into the strategies and tools used by leaders at Alibaba and other companies such as Ruhan and Red Collar, in a variety of industries from furniture making to banking to custom tailoring, Smart Business outlines a radically new approach to strategy that can be applied everywhere.