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Pioneering businesses have shown that a more social workforce can dramatically improve brand awareness and customer service, increase revenue, and drive greater value and performance from marketing and sales. For this to work, however, employees must engage in public, real-time conversations, even if they aren’t professional communicators. This requires new skills, business processes, governance, measurement, and infrastructure, as well as new ways of managing risk. InThe Most Powerful Brand on Earth,social business pioneers Chris Boudreaux and Susan Emerick present comprehensive frameworks, proven guidelines, and new case studies for managing these changes within your business. They help you:Empower employees in companies of any size to use social media to achieve large-scale business goalsSegment your workforce and customize plans accordinglyManage the risks of allowing employees to build real-time external relationshipsDetermine performance metrics and incentives for employees and teamsMonetize word-of-mouth marketingGather and distribute intelligence at scale, and use it to increase the value of employee engagement in achieving business goalsThe authors support their techniques with compelling examples from leaders including IBM, Michelin, Walmart, Siemens, DeVry, 3M, Ford, Univision, Red Cross, Novo Nordisk, and Applegate Farms. They also provide cutting-edge tools for making social workforce enablement work, including:A complete Employee Enablement Architecture checklist outlining all the capabilities an organization must consider when using social media at scaleA proven Measurement Framework, including recommendations on linking employee measurement with marketing, sales, customer service, and HR metricsNew research on key success/failure factors