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Social Business Imperative, The: Adapting Your Business Model to the Always-Connected Customer
- By Clara Shih
- Published Apr 13, 2016 by Pearson.
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For more information about the book and its author, visit socialbizimperative.com.
About
Features
- Essential book for future managers and executives on how social technologies have redefined what it means to be successful
- Acts as a follow-up to "The Facebook Era"
- Includes real-world case studies from Fortune 500 companies
Description
- Copyright 2016
- Dimensions: 6" x 9"
- Pages: 256
- Edition: 1st
- Book
- ISBN-10: 0-13-426343-X
- ISBN-13: 978-0-13-426343-4
“The power of Clara’s book is that it highlights not only social media practices but fundamental business practices and how company leaders need to entirely rethink customer engagement models. The implications for every business—regardless of industry or geography—of today’s social, connected consumer cannot be overstated. This book provides a powerful vision and a compelling call to action for company leaders everywhere.”
—Ted Mathas, Chairman and CEO, New York Life
Social media is now the dominant online activity and drives more website traffic than online search. The implications for businesses are as profound as the rise of Google fifteen years ago. Delegating this opportunity to a social media team is not enough—today’s leaders must personally grasp the tectonic changes arising from today’s social, always-connected customer, and must re-architect business practices and models accordingly.
In The Social Business Imperative, Silicon Valley entrepreneur and renowned thought leader Clara Shih identifies powerful new opportunities created by social media across the entire customer lifecycle. The functional breadth of this book is critical for today’s leaders, who must deliver a consistent experience across every brand touchpoint, from marketing to sales to customer service, online to offline, because that is what the customer expects.
This guide is a must-read for all professionals—from boards of directors to front-line sales managers, and from chief marketing officers to recruiting, IT, and compliance directors—who need to understand the digital transformation taking place not only in their own department but in all departments. Only with this broader understanding can functional leaders effectively collaborate on delivering a cohesive customer experience spanning previous organizational silos.
Going far beyond her global best-seller The Facebook Era, Clara offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture “the digital last mile” across social media, mobile messaging apps, the Internet of Everything, and the collaborative economy. Drawing on her immense experience helping Fortune 500 companies operationalize digital transformation to drive measurable uplift in sales and loyalty, Shih also presents powerful new case studies spanning multiple industries and companies from Wells Fargo to Warby Parker.
Sample Content
Online Sample Chapter
Trust, Convenience, and Millennials: The Collaborative Economy
Sample Pages
Download the sample pages (includes Chapter 3 and Index)
Table of Contents
Foreword by Howard Shultz xv
List of Case Studies and Guest Author Sidebars xvii
Acknowledgments xix
About the Author xxi
Introduction 1
Part I: New Business Models 7
Chapter 1: The Social, Always-Connected Consumer 9
Constant Connectivity 10
The Social Business Imperative 12
The Omnichannel Mandate 17
New Business Models, New Business Practices 20
Chapter 2: The Internet of Everything and Big Data Explosion 21
What IoT Means for Businesses 22
IoT Realities and Possibilities 23
The Big Data Explosion and Predictive Applications 28
Summary 31
Chapter 3: Trust, Convenience, and Millennials: The Collaborative Economy 33
Social Networks Meet the Collaborative Economy 35
Millennial Attitudes Transforming Business 38
Lessons from Collaborative Marketplaces 42
Summary 46
Part II: Business Functions Reimagined 47
Chapter 4: The Management Team and Board Mandate 49
A Lesson from History 51
Social CEOs Leading by Example 54
The Social Business Agenda for Boards of Directors 59
Viewing Social Media Offensively Versus Defensively 60
Summary 63
Chapter 5: From Transactional to Trusted Advisor: The Social Sales Professional 65
Do We Need Salespeople? 68
The Age of the Social Sales Professional 74
Becoming a Social Sales Professional 76
How Field Leaders Operationalize Social Selling 87
Summary 90
Chapter 6: Social Marketing: From Campaigns to Experiences 91
Five Marketing Pillars of Social Business 93
Four Steps to Successful Social Marketing 113
Summary 120
Chapter 7: Mobile Messaging and Social Commerce: Going from ‘Likes’ to ‘Buys’ 121
A History of Fits and Starts 123
Mobile Messaging Apps as Payment and Transaction Platforms 124
‘Buy’ Buttons 130
Summary 133
Chapter 8: Social Customer Service 135
A Big Opportunity 136
How Customer Service Has Changed 137
Four Steps to Effective Social Customer Care 142
Summary 147
Chapter 9: Social Recruiting: How Recruiting Is Becoming Like Marketing 149
The New Rules of Recruiting 151
Four Steps to Social Recruiting 158
Once You’ve Hired Them 169
Summary 170
Part III: Enterprise Execution Playbook 173
Chapter 10: How to Operationalize Social Business 175
Common Pitfalls and Solutions 176
Social Business Initiatives 178
Social Business Measurement 183
Summary 186
Chapter 11: Legal, Governance, and Compliance Frameworks 187
Key Areas of Social Media Risk 189
Considerations for Highly Regulated Industries 193
The Risk Mitigation Playbook 201
Summary 206
Chapter 12: The Changing IT and Information Security Landscape 207
The Age of the Chief Innovation Officer 208
Consumerization of IT 209
Social Media Policies and Training 211
Summary 212
Closing Remarks 213
Index 215
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