The Social Employee: How Great Companies Make Social Media Work by Burgess, Cheryl; Burgess, Mark;

Hosszú leírás:

Build a successful SOCIAL BUSINESS by empowering the SOCIAL EMPLOYEE

Includes success stories from IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, Domo, and Acxiom

"Great brands have always started on the inside, but why are companies taking so long to leverage the great opportunities offered by internal social media? . . . The Social Employee lifts the lid on this potential and provides guidance for businesses everywhere." -- JEZ FRAMPTON, Global Chairman and CEO, Interbrand

"Get a copy of this book for your whole team and get ready for a surge in measurable social media results!" -- MARI SMITH, author, The New Relationship Marketing, and coauthor, Facebook Marketing

"Practical and insightful, The Social Employee is sure to improve your brand-building efforts." -- KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, and author, Strategic Brand Management

"This book will change how you view the workplace and modern connectivity, and inform your view of how social employees are changing how we work and create value in today's networked economy." -- DAVID ARMANO, Managing Director, Edelman Digital Chicago, and contributor to Harvard Business Review

"The Social Employee makes the compelling argument that most organizations are sadly missing a key opportunity to create a social brand, as well as to build a strong company culture." -- ANN HANDLEY, Chief Content Officer, MarketingProfs.com, and coauthor, Content Rules

Build a successful SOCIAL BUSINESS by empowering the SOCIAL EMPLOYEE

Includes success stories from IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, Domo, and Acxiom

"Great brands have always started on the inside, but why are companies taking so long to leverage the great opportunities offered by internal social media? . . . The Social Employee lifts the lid on this potential and provides guidance for businesses everywhere." -- JEZ FRAMPTON, Global Chairman and CEO, Interbrand

"Get a copy of this book for your whole team and get ready for a surge in measurable social media results!" -- MARI SMITH, author, The New Relationship Marketing, and coauthor, Facebook Marketing

"Practical and insightful, The Social Employee is sure to improve your brand-building efforts." -- KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, and author, Strategic Brand Management

"This book will change how you view the workplace and modern connectivity, and inform your view of how social employees are changing how we work and create value in today's networked economy." -- DAVID ARMANO, Managing Director, Edelman Digital Chicago, and contributor to Harvard Business Review

"The Social Employee makes the compelling argument that most organizations are sadly missing a key opportunity to create a social brand, as well as to build a strong company culture." -- ANN HANDLEY, Chief Content Officer, MarketingProfs.com, and coauthor, Content Rules

Tartalomjegyzék:

Foreword by David C. Edelman
Introduction

Part I Weathering a Sea Change
Chapter 1 The New Normal—Even Change Is Changing
Chapter 2 The Blue Focus Marketing® Social Employee Möbius Model™
Chapter 3 Brands Under Pressure
Chapter 4 The Social Employee—Lines Blur Between Brands, Employees, and Customers

Part II How Great Companies Build Social Cultures
Chapter 5 IBM—Making Connections One Employee at a Time
Chapter 6 How Adobe Manages Social Media Using Guardrails
Chapter 7 How Dell Learned to SMaC-U into Social Success
Chapter 8 How Cisco Built a Powerful Employee Network
Chapter 9 How the Southwest Way Creates Competitive Advantage
Chapter 10 AT&T: B2B Social Networking at Its Best
Chapter 11 How Acxiom and Domo Are Leading the Charge

Part III Recalculating Your Route
Chapter 12 How Social Executives Drive Brand Value
Chapter 13 Finding Education in the Social University
Chapter 14 Building Communities of Shared Interest
Chapter 15 How Content Marketing Empowers Social Employees
Chapter 16 The Blue Focus Marketing 10 Commandments of Brand Soul

Glossary
Notes
Acknowledgments
Index