How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands - Hardcover

Santos, Shawn

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9780134036489: How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

Hardcover

ISBN 10: 0134036484 ISBN 13: 9780134036489

Publisher: Pearson FT Press, 2014

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Discover how the world's most successful social business leaders are making social media work for their enterprises!

Reflecting the pioneering experience of executives at pioneering companies ranging from Adobe to Xerox, this guide offers a unique, unprecedented insider's view of what it takes to succeed with social business. Dozens of battle-tested corporate practitioners have shared their intimate first-hand experiences in developing, launching and managing social media initiatives to improve customer care, marketing, product development, and other key business functions.

Each chapter, written by a different social media thought leader, reveals their most intense struggles, biggest wins, and hardest-won lessons in social business. These case studies illuminate the differences between "social media for social's sake" and practical use cases that drive real business value.

How Companies Succeed in Social Business delivers specific strategies, detailed tactics, true best practices, and actionable answers to these and other crucial questions about both strategy and tactics:

How have other companies been successful, and where have they failed?
How do I champion social business initiatives to executives?
How do I measure ROI and build a business case?
How do I attract and deepen both internal and external participation?
How do I integrate social media with my existing technologies and processes?
How do I organize internally for maximum effectiveness and efficiency?
How will social media impact my people and our culture?
How can I optimize our content management processes and systems?
What's lurking around the corner? How can I prepare for the future of social business?

This is an indispensable resource for all leaders and practitioners in support and marketing, especially those involved with IT, PR, corporate communications, sales, or product development. Applicable to many industries, it will be especially valuable to B2B companies, and those whose offerings have a significant technological component.

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From the Back Cover:

ACTIONABLE LESSONS FROM LEADERS OF TODAY’S MOST SUCCESSFUL SOCIAL BUSINESS INITIATIVES

Including Case Studies from Practitioners at Adobe, Bentley Systems, Cisco, Infor, Hootsuite, Humana, IBM, Oracle, Symantec, Unisys, Xerox, and Many More Brands

This is an unprecedented insider’s view of what it takes to succeed with social business. Dozens of battle-tested practitioners share their first-hand experiences in developing, launching, and running social initiatives to improve customer care, marketing, product development, and many other key functions.

Every chapter reveals intense struggles, big wins, and hard-won lessons. You’ll find specific strategies, detailed tactics, true best practices, and actionable answers to the questions that matter most. Including indispensable guidance on:

Keys to success and mistakes to avoid
Building a business case and gaining buy-in
Metrics and measuring ROI
People, culture, and teambuilding
Merging online, offline, and mobile
Integrating technologies, content, and processes
Advocates and influencers
Social B2B
Future-proofing your social business

IF YOU WANT TO GET PAST “SOCIAL FOR SOCIAL’S SAKE” AND DELIVER REAL BUSINESS VALUE, THIS IS HOW IT’S DONE.

Want to make social business work?

Read these case studies. These leaders pull no punches. They tell you what failed, so you won’t make the same mistakes. Above all, they tell you what is working—and working brilliantly.

You can use social business to transform marketing and customer care, drive unprecedented efficiencies, strengthen customer and employee relationships, build real loyalty, generate new forms of value, and earn measurable ROI.

These leaders prove it. Let them inspire you. Better yet, learn from them—and make your company the next great case study.

Here’s just a glimpse of what’s included among the 21 unique case studies and lessons from top practitioners:

TOP SOCIAL BUSINESS CHALLENGES AND HOW TO OVERCOME THEM
Lewis Bertolucci, Humana

REAL-TIME MARKETING THAT CUSTOMERS ACTUALLY WANT TO SEE FROM BRANDS
Charlie Treadwell, Symantec

FORMALIZING THE SOCIAL MEDIA ADVOCACY PROGRAM TO ACTIVATE YOUR BIGGEST FANS
Michelle Kostya, Hootsuite

SOCIAL MEDIA: FROM ACCESSIBILITY TO GENERATION Z
Holly Nielsen, IBM

ENTERPRISE SOCIAL MEDIA: SCIENCE VS. ART
Christopher David Kaufman, Oracle

HOW TO BECOME A PRO AT YOUTUBE
Erik Qualman, Author of Socialnomics

About the Author:

Shawn Santos is Director of Solution Design for ServiceSource. There, he helps leading technology companies optimize recurring revenue streams by providing strategic and operational business analysis, in conjunction with the design of SaaS and managed services solutions for complex global opportunities.

At TSIA, he had responsibility for the global program portfolio, and was credited in this role for building the industry’s first and only social business research and collaboration group for technology services, with members spanning Cisco, NetApp, Microsoft, Bentley, BMC, VMware, Yahoo!, HP, IBM, Xerox, Oracle, and many other brands.

Previously, Shawn held management positions at Agilent Technologies and for leading wine consultancies Enologix and Global Vintage Research. Shawn obtained his undergraduate degree in molecular and cellular biology from the University of California at Santa Cruz, and has completed post-graduate work at both the University of California at Berkeley and University of Pennsylvania’s Wharton School of Business.

In 2008, he founded Hope Animal Network, a community-driven non-profit advancing animal welfare in developing countries.

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