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Social Business Imperative by Clara Shih (2016, Trade Paperback)
Rarewaves (688183)
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About this product
Product Identifiers
PublisherPearson Education
ISBN-10013426343X
ISBN-139780134263434
eBay Product ID (ePID)16038281963
Product Key Features
Number of Pages256 Pages
LanguageEnglish
Publication NameSocial Business Imperative
SubjectIndustries / Computers & Information Technology, Marketing / General, Customer Relations, Web / Social Media, E-Commerce / Internet Marketing, Management, Strategic Planning
Publication Year2016
TypeTextbook
AuthorClara Shih
Subject AreaComputers, Business & Economics
FormatTrade Paperback
Dimensions
Item Height0.9 in
Item Weight12 Oz
Item Length8.9 in
Item Width6 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2016-001412
TitleLeadingThe
Dewey Edition23
IllustratedYes
Dewey Decimal658.872
Table Of ContentForeword by Howard Shultz xv List of Case Studies and Guest Author Sidebars xvii Acknowledgments xix About the Author xxi Introduction 1 Part I: New Business Models 7 Chapter 1: The Social, Always-Connected Consumer 9 Constant Connectivity 10 The Social Business Imperative 12 The Omnichannel Mandate 17 New Business Models, New Business Practices 20 Chapter 2: The Internet of Everything and Big Data Explosion 21 What IoT Means for Businesses 22 IoT Realities and Possibilities 23 The Big Data Explosion and Predictive Applications 28 Summary 31 Chapter 3: Trust, Convenience, and Millennials: The Collaborative Economy 33 Social Networks Meet the Collaborative Economy 35 Millennial Attitudes Transforming Business 38 Lessons from Collaborative Marketplaces 42 Summary 46 Part II: Business Functions Reimagined 47 Chapter 4: The Management Team and Board Mandate 49 A Lesson from History 51 Social CEOs Leading by Example 54 The Social Business Agenda for Boards of Directors 59 Viewing Social Media Offensively Versus Defensively 60 Summary 63 Chapter 5: From Transactional to Trusted Advisor: The Social Sales Professional 65 Do We Need Salespeople? 68 The Age of the Social Sales Professional 74 Becoming a Social Sales Professional 76 How Field Leaders Operationalize Social Selling 87 Summary 90 Chapter 6: Social Marketing: From Campaigns to Experiences 91 Five Marketing Pillars of Social Business 93 Four Steps to Successful Social Marketing 113 Summary 120 Chapter 7: Mobile Messaging and Social Commerce: Going from 'Likes' to 'Buys' 121 A History of Fits and Starts 123 Mobile Messaging Apps as Payment and Transaction Platforms 124 'Buy' Buttons 130 Summary 133 Chapter 8: Social Customer Service 135 A Big Opportunity 136 How Customer Service Has Changed 137 Four Steps to Effective Social Customer Care 142 Summary 147 Chapter 9: Social Recruiting: How Recruiting Is Becoming Like Marketing 149 The New Rules of Recruiting 151 Four Steps to Social Recruiting 158 Once You've Hired Them 169 Summary 170 Part III: Enterprise Execution Playbook 173 Chapter 10: How to Operationalize Social Business 175 Common Pitfalls and Solutions 176 Social Business Initiatives 178 Social Business Measurement 183 Summary 186 Chapter 11: Legal, Governance, and Compliance Frameworks 187 Key Areas of Social Media Risk 189 Considerations for Highly Regulated Industries 193 The Risk Mitigation Playbook 201 Summary 206 Chapter 12: The Changing IT and Information Security Landscape 207 The Age of the Chief Innovation Officer 208 Consumerization of IT 209 Social Media Policies and Training 211 Summary 212 Closing Remarks 213 Index 215
Synopsis"The power of Clara's book is that it highlights not only social media practices but fundamental business practices and how company leaders need to entirely rethink customer engagement models. The implications for every business--regardless of industry or geography--of today's social, connected consumer cannot be overstated. This book provides a powerful vision and a compelling call to action for company leaders everywhere." --Ted Mathas, Chairman and CEO, New York Life Social media is now the dominant online activity and drives more website traffic than online search. The implications for businesses are as profound as the rise of Google fifteen years ago. Delegating this opportunity to a social media team is not enough--today's leaders must personally grasp the tectonic changes arising from today's social, always-connected customer, and must re-architect business practices and models accordingly. In The Social Business Imperative, Silicon Valley entrepreneur and renowned thought leader Clara Shih identifies powerful new opportunities created by social media across the entire customer lifecycle. The functional breadth of this book is critical for today's leaders, who must deliver a consistent experience across every brand touchpoint, from marketing to sales to customer service, online to offline, because that is what the customer expects. This guide is a must-read for all professionals--from boards of directors to front-line sales managers, and from chief marketing officers to recruiting, IT, and compliance directors--who need to understand the digital transformation taking place not only in their own department but in all departments. Only with this broader understanding can functional leaders effectively collaborate on delivering a cohesive customer experience spanning previous organizational silos. Going far beyond her global best-seller The Facebook Era, Clara offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture "the digital last mile" across social media, mobile messaging apps, the Internet of Everything, and the collaborative economy. Drawing on her immense experience helping Fortune 500 companies operationalize digital transformation to drive measurable uplift in sales and loyalty, Shih also presents powerful new case studies spanning multiple industries and companies from Wells Fargo to Warby Parker., This book articulates the pervasiveness of and the possibilities provided by social media for business. It further details an action plan for organizations to adapt and thrive in today's social and digital era. The book also provides a toolkit of systems, strategies, and technologies that have been proven effective across the customer lifecycle, from marketing and branding to sales and customer service.
LC Classification NumberHD30.2.S545 2016
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