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Most Powerful Brand On Earth, The: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media
- By Chris Boudreaux, Susan F. Emerick
- Published Aug 14, 2013 by Pearson.
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Description
- Copyright 2014
- Dimensions: 6" x 9"
- Edition: 1st
- eBook
- ISBN-10: 0-13-311575-5
- ISBN-13: 978-0-13-311575-8
Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators.
Achieving those outcomes requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Now, in The Most Powerful Brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Drawing on their experience leading social media transformations at IBM and other top companies, they present frameworks and case studies from key innovators that show how to
-Leverage the surprising dynamics of online influence
-Plan, execute, and manage the development of key relationships
-Measure outcomes and performance in effective and useful ways
-Resolve crucial security, privacy, and regulatory issues that arise when others represent you online
-Gain crucial support from leaders, participants, and other stakeholders
-Empower the people and teams you attract, hire, and support
-Navigate cultural and process changes that will make or break your program
-Preview trends that will shape your social empowerment programs in coming years
Sample Content
Table of Contents
Preface xiii
Acknowledgments xv
About the Authors xvii
Chapter 1: Web of Trust: The Case for the Social Work Force 1
The Source of Brand Power Today 4
Your Brand’s Official Communicators Cannot Do It Alone 12
Your Next Steps 17
Chapter 2: Help Your People Do Well 19
Why You Must Help Your People 20
How to Help Your Social Employees 28
How Social Brands Tend to Evolve 56
Your Next Steps 58
Chapter 3: Influence: It’s Complicated 59
Coauthored by Constantin Basturea
The Nature of Online Influence Is Often Misunderstood 60
How Social Employees Empower Brands 64
Your Next Steps 70
Chapter 4: The Power to Sway: Helping Employees Build Advocacy Online 71
Coauthored by Constantin Basturea
Permission Is Not Enough 72
Prepare 73
Perform 89
Your Next Steps 93
Chapter 5: You Will Measure New Things in New Ways 95
How to Begin Measuring 97
Outcomes: Measuring Business Impact 115
Summary 124
Your Next Steps 124
Chapter 6: Safety and Security 127
Protecting Information and Privacy 128
Complying with Disclosure Requirements 140
Preventing Competitive Poaching 146
Your Next Steps 148
Chapter 7: How to Begin 149
The Business Case 150
Get Some Seed Money: Selling to Internal Stakeholders 152
Leverage Early Adopters 155
Build a Pilot 155
Case Study: The IBM Select Social Eminence Program 158
Your Next Steps 160
Chapter 8: Build Your Team 161
Program Leadership 163
Program Team 166
Program Participants 169
Extended Team 169
Business Unit Leaders and Functional Leaders 170
PR or Corporate Communications 170
Human Resources 172
External Influencers 173
Information Technology 173
Time Commitments 175
Your Next Steps 175
Chapter 9: Manage the Journey 177
Culture and Change Management Will Make or Break Your Program 178
Learning from the Past 182
Change Management Is New to Many Leaders 184
An Approach for Managing the Journey 184
Be the Change You Wish to See 191
Your Next Steps 192
Chapter 10: The Future of the Social Work Force 193
People Will Change 194
Technology Will Change 196
Increasing Automation 198
Organizations Will Change 201
Results for Workers and Leaders 203
Your Next Steps 208
Index 209