The executive's guide to enterprise social media strategy : how social networks are radically transforming your business

"An actionable framework for developing and executing successful social media strategies supporting collaboration, teamwork and communication in modern corporations Using straightforward language, this book offers real-world stories and revealing anecdotes to demonstrate how executives and business leaders develop successful corporate social media strategies. High level guidance to developing the practical business frameworks and policies necessary for implementing and managing successful corporate social media strategies Describes the actual processes, organizational structures, and technology platforms required to develop and execute a strategy of continuous engagement with customers, partners, and stakeholders Provides both how-to advice as well as best practices on creating an enterprise social networking strategy Other titles by Barlow: Partnering with the CIO: The Future of IT Sales Seen Though the Eyes of Decision Makers An executive handbook and referencefor social media strategy planning and development, The Executive's Guide to Enterprise Social Media Strategy answers all the questions you have on this topic, including why every corporation needs a social media strategy and how it can be successfully leveraged to achieve business objectives."-- � Read more... Abstract: Social media has already transformed society. Now it is poised to revolutionize communications and collaborative business processes. This book provides you with an actionable framework for developing and executing successful enterprise social networking strategies. � Read more... The Executive’s Guide to Enterprise Social Media Strategy 5 Contents 9 Foreword 15 Preface 17 Acknowledgments 19 Introduction 23 COUNTRY VILLAGE OR GLEAMING CITY? 24 BEYOND DISRUPTIVE 26 STEP ASIDE, FRED TAYLOR . . . 28 SOCIAL MEDIA OR WHAT? 28 WHY NOW? 29 SO, WHAT’S THE BEST WAY TO SKIN A MASTODON? 30 QUESTIONS YOU SHOULD BE PREPARED TO ANSWER 32 CRITICAL AREAS FOR SUCCESS 34 PART I: The Grand Scheme of Things 37 CHAPTER 1: Speed, Scope, Complexity, Power, and Potential 39 THEY LAUGHED AT THE WRIGHT BROTHERS 41 A WORLD OF NEW CHALLENGES AND OPPORTUNITIES 43 GETTING A FIRM GRASP ON A VIRAL PHENOMENON 43 WHAT’S THE HURRY? 44 TOO NEWFANGLED FOR YOU? 44 A VERY COOL SCENARIO 45 STEP UP AND MEET THE MILLENNIAL GENERATION 48 JUST WHAT YOU NEEDED: ANOTHER “CONVERGENCE” 49 CHAPTER 2: The New Mode of Production 51 SOCIAL MEDIA, TEAMWORK, AND COLLABORATION 51 MAPPING SOCIAL MEDIA TO RESULTS 55 ACCELERATING PRODUCT DEVELOPMENT 57 DRIVING KNOWLEDGE INTO AND ACROSS THE ORGANIZATION 59 CROWD SOURCING . . . 60 WE’RE ALL HACKERS NOW 63 CHAPTER 3: The Social Enterprise 65 FORGET MURPHY’S LAW 65 MORE IMPORTANT THAN MONEY ? 66 THE SOCIAL WORKFORCE 68 COLLABORATION IS THE NEW EFFICIENCY 69 SOCIAL HR 70 FIRST IMPRESSIONS COUNT 71 THE TRAIN IS LEAVING THE STATION 73 THE NEW SOCIAL DIMENSION 74 SOCIAL CRM 75 SOCIAL LEADERSHIP 77 MAKING IT STICK 79 LEGAL NICETIES 84 HIGH SPEEDS NEED SEAT BELTS 85 TAKE THE TIME TO WRITE IT DOWN 87 Part II: Building a Structure for Success 89 CHAPTER 4: Get Everybody Together in the Same Room 91 INVITE THE PRACTITIONERS, NOT JUST THE RULEMAKERS 92 FIGURE OUT WHAT’S IMPORTANT 93 WHAT ARE YOUR EXISTING GOALS? 94 WHAT MAKES SENSE IN YOUR INDUSTRY? 95 WHAT MAKES SENSE IN YOUR COMPANY? 95 HOW CAN YOU FIGURE OUT WHAT WILL WORK FOR YOU? 96 CHAPTER 5: Creating Social Media Guidelines 97 BE CLEAR AND CONCISE 98 GUIDING PRINCIPLES FOR SOCIAL MEDIA AT SAS 98 INCLUDE DOS AS WELL AS DON’TS 99 INCLUDE EXAMPLES 100 COMMUNICATE AS OFTEN AS POSSIBLE, IN EVERY CHANNEL YOU HAVE 101 SPOTLIGHT SUCCESSES 102 LEAD BY EXAMPLE 103 CHAPTER 6: Staffing and Structuring 105 WHERE DOES IT LIVE? 107 HIRE OR DESIGNATE? 108 HOW DO YOU STRUCTURE FOR SOCIAL MEDIA? 109 HOW ONE ORGANIZATION PULLS IT TOGETHER 111 OUTSOURCING THE ROLES 112 CHAPTER 7: Listening, Measurement, Analytics, and ROI 115 A SIMPLE LISTENING FRAMEWORK 116 FIRST, A WORD FROM THE MEASUREMENT QUEEN 117 “LISTEN, YES. BUT THINK BIGGER.” 118 THE FIVE KINDS OF LISTENING 120 WHAT IS SOCIAL MEDIA ANALYTICS? 123 CAREONE’S MEASUREMENT MODEL 126 NOT A SIMPLE FORMULA, BUT A FORMULA NONETHELESS 128 CHAPTER 8: The Keys to Success in Social Media 135 IT’S DIFFICULT IN ITS SIMPLICITY 135 FINDING THE TIME TO DO IT 137 A SIMPLE MODEL 138 USING ALL YOUR CHANNELS 139 NINE EASY WAYS TO WRITE A BLOG POST 140 PART III: Putting Your Social Media Strategy to Work 143 CHAPTER 9: Marketing 145 FROM STROLLERS TO SHARPIES 147 FROM THE NURSERY TO THE KITCHEN 150 SHARPIE, MEET LAMBORGHINI 151 BERT’S ADVICE 152 CHAPTER 10: Social Media for B2B 155 B2B AND PHONEBOOTH-TO-B 157 TAKING AN INTEGRATED APPROACH AT CISCO 159 CHAPTER 11: Public Relations 163 THE OLD MODEL OF PR 164 THE NEW MODEL OF PR 165 SOCIAL MEDIA PR AT MAYO CLINIC 166 SOCIAL MEDIA IN A CRISIS 168 GREENPEACE VERSUS NESTLÉ 169 THE POWER OF PARODY 170 CHAPTER 12: Sales 175 TURNING TWITTER CONNECTIONS INTO SALES LEADS 180 A DEBT OF GRATITUDE 181 CHAPTER 13: The Voice of the Customer 185 CUSTOMER SERVICE 185 COMCAST CARES 186 NOTHING IS CERTAIN BUT TWITTER AND TAXES 187 PRODUCT DEVELOPMENT 190 THE PHONE IS RINGING 192 CHAPTER 14: Internal Communications 195 THE “VIRTUAL WATER COOLER” 197 SOCIAL MEDIA AND INTERNAL COMMUNICATIONS AT SAS 198 APPENDIX : Intuit Social Communications Policy 201 Additional Resources 209 Recommended Reading 213 About the Authors 215 Index 217

"This book is an 'executive summary' of the e-social revolution, as it applies to business. Thomas and Barlow have distilled the most thrilling and life-changing technological revolution that any of us will witness in our lifetimes into a clear-eyed set of 'nothing-but-the-facts-ma'am' data points for business managers. A great read, well worth the effort." —Don Peppers and Martha Rogers, PhD, coauthors of Rules to Break and Laws to Follow

"Forget all the social media buzzwords! Dave and Mike cut through the social sphere hype with this practical guide helping you hone in on making social media a vital business success tool. After reading David and Mike's book, you will understand why you need to integrate your efforts in social media with your overall business objectives. Through new (not-your-everyday-Zappos-Dell-Facebook-example) and varied case studies, analytical direction, and measurement insights, Dave and Mike's book provides the fundamental strategies for your brand to truly connect with people via social media."—Zena Weist, Director, Social Media, H&R Block

"Thomas and Barlow have nailed it. I wish I'd written this book." —Chris Brogan, coauthor of Trust Agents

"As a social media strategist for a large brand, I understand the challenges companies face integrating social media. This book presents practical solutions in a way that makes sense for large enterprises."—Bert DuMars, Vice President, E-Business and Interactive Marketing, Newell Rubbermaid, www.newellrubbermaid.com

"Lots of companies try their hands at social media and are unhappy with the results because they don't do their homework. Success in social media comes from smart preparation and making sure your online actions support your key business objectives. This book lays out the groundwork in a way that's easy for companies to understand and implement."—Justin Levy, author of Facebook Marketing: Designing Your Next Marketing Campaign

"Many enterprises continue to treat social media as a box they'd rather not open. With The Executive's Guide to Enterprise Social Media Strategy, David Thomas and Mike Barlow not only provide organizations with the keys to that particular box, but also clear, actionable strategies for dealing with its contents. The payoff: happier customers, better products and services, and a potentially enormous trove of valuable business intelligence. Highly recommended."—Tom Webster, Vice President, Strategy, Edison Research

"An actionable framework for developing and executing successful social media strategies supporting collaboration, teamwork and communication in modern corporations Using straightforward language, this book offers real-world stories and revealing anecdotes to demonstrate how executives and business leaders develop successful corporate social media strategies. High level guidance to developing the practical business frameworks and policies necessary for implementing and managing successful corporate social media strategies Describes the actual processes, organizational structures, and technology platforms required to develop and execute a strategy of continuous engagement with customers, partners, and stakeholders Provides both how-to advice as well as best practices on creating an enterprise social networking strategy Other titles by Barlow: Partnering with the CIO: The Future of IT Sales Seen Though the Eyes of Decision Makers An executive handbook and referencefor social media strategy planning and development, The Executive's Guide to Enterprise Social Media Strategy answers all the questions you have on this topic, including why every corporation needs a social media strategy and how it can be successfully leveraged to achieve business objectives."-- Provided by publisher

Social media has already transformed society. Now it is poised to revolutionize communications and collaborative business processes. This book provides you with an actionable framework for developing and executing successful enterprise social networking strategies. Using straightforward language, accompanied by exhibits and fleshed out with real-world stories and revealing anecdotes, you will learn how to develop your own internal corporate social media strategy. Through the use of in-depth interviews with leading companies using these strategies, you will also discover best practices that will propel your business to new heights.

Content: The Executive's Guide to Enterprise Social Media Strategy Contents Foreword Preface Acknowledgments Introduction COUNTRY VILLAGE OR GLEAMING CITY? BEYOND DISRUPTIVE STEP ASIDE, FRED TAYLOR . . . SOCIAL MEDIA OR WHAT? WHY NOW? SO, WHAT'S THE BEST WAY TO SKIN A MASTODON? QUESTIONS YOU SHOULD BE PREPARED TO ANSWER CRITICAL AREAS FOR SUCCESS PART I: The Grand Scheme of Things CHAPTER 1: Speed, Scope, Complexity, Power, and Potential CHAPTER 2: The New Mode of Production CHAPTER 3: The Social Enterprise Part II: Building a Structure for Success.