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Most Powerful Brand on Earth How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media

ISBN-10: 0133115399

ISBN-13: 9780133115390

Edition: 2014

Authors: Chris Boudreaux, Susan F. Emerick

List price: $29.99
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Description:

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 
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Book details

List price: $29.99
Copyright year: 2014
Publisher: Pearson Education
Publication date: 8/30/2013
Binding: Hardcover
Pages: 240
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 0.946
Language: English

Preface
Acknowledgments
About the Authors
Web of Trust: The Case for the Social Work Force
The Source of Brand Power Today
Your Brand's Official Communicators Cannot Do It Alone
Your Next Steps
Help Your People Do Well
Why You Must Help Your People
How to Help Your Social Employees
How Social Brands Tend to Evolve
Your Next Steps
Influence: It's Complicated
Coauthored by Constantin Basturea
The Nature of Online Influence Is Often Misunderstood
How Social Employees Empower Brands
Your Next Steps
The Power to Sway: Helping Employees Build Advocacy Online
Coauthored by Constantin Basturea
Permission Is Not Enough
Prepare
Perform
Your Next Steps
You Will Measure New Things in New Ways
How to Begin Measuring
Outcomes: Measuring Business Impact
Summary
Your Next Steps
Safety and Security
Protecting Information and Privacy
Complying with Disclosure Requirements
Preventing Competitive Poaching
Your Next Steps
How to Begin
The Business Case
Get Some Seed Money: Selling to Internal Stakeholders
Leverage Early Adopters
Build a Pilot
Case Study: The IBM Select Social Eminence Program
Your Next Steps
Build Your Team
Program Leadership
Program Team
Program Participants
Extended Team
Business Unit Leaders and Functional Leaders
PR or Corporate Communications
Human Resources
External Influencers
Information Technology
Time Commitments
Your Next Steps
Manage the Journey
Culture and Change Management Will Make or Break Your Program
Learning from the Past
Change Management Is New to Many Leaders
An Approach for Managing the Journey
Be the Change You Wish to See
Your Next Steps
The Future of the Social Work Force
People Will Change
Technology Will Change
Increasing Automation
Organizations Will Change
Results for Workers and Leaders
Your Next Steps
Index