The inside information that marketers and social media
practitioners have been dying to get their hands on…
It seems like every day another self-appointed social media 'guru’
appears on the scene, offering to sell you his or her 'surefire’
cure for what ails you. Don’t you think it’s time you heard from
the real experts–i.e., folks like you who are responsible for
delivering their companies’ social media strategies?
Based on extensive interviews with marketing, media and networking
professionals at many of today’s most admired brands and companies,
The Social Media MBA in Practice provides you with detailed
examples of the social media strategies in place at ADP, Allianz,
Barclaycard, Cisco, Confused.com, Dell, Electrolux, F5, Getty
Images, giffgaff, Go-Ahead Group, HCL, Hobart, Honda, Israel
Foreign Office, Living Social, Macmillan, Nationwide, NHL Minnesota
Wild, Nokia, Play.com, Pw C, Rentokil, Sony Mobile and Xerox.
This book offers:
* The most comprehensive set of 'blueprints’ available in one
book for delivering social media strategies more successfully.
* Includes in-depth case studies packed with hand-on-advice that
you can put to work in your company immediately.
* Covers all-important strategic social media activities – from
improving relationships with customers to generating more sales,
product testing to team building.
Spis treści
Acknowledgements vii
Preface ix
Hall of Fame xv
Part I – Set-Up 1
1 Nationwide – Creating Senior Leadership Buy-In 3
2 Honda – Creating a Centre of Excellence 13
3 Cisco – Social Media Center of Excellence 25
Part II – Social Media Strategy 39
4 Nokia – Delivering Social Media Strategy 41
5 Living Social – Getting Social in B2B 53
Part III – Social by Department 59
Across Departments 61
6 Macmillan – Social Beyond Marketing 63
7 F5 – Social Across Departments 75
PR and Marketing 87
8 Israel Foreign Office – Social in Hostile Environments
89
9 Confused.com – From Content to Profi t 99
10 Xerox – Help Clients go Social 111
Sales 119
11 ADP – B2B Selling 121
12 Dell – Building Advocacy 131
13 Play.com – Monetize Big Data 143
14 Hobart – B2B Community Building 153
15 Allianz – B2C Selling 161
Customer Services 171
16 giffgaff – Customer Support by Customers 173
17 Go-Ahead – Customer Service 183
18 NHL Minnesota Wild – The True Value of a Fan 189
Product Development 203
19 Barclaycard US – Customer Collaboration 205
20 Sony Mobile – Managing Quality Control 211
21 Getty Images – Socialize your Products 225
Innovation 235
22 Pricewaterhouse Coopers – Crowdsourcing 237
23 Electrolux – Internal Crowdsourcing 247
HR 267
24 HCL – Social for HR 269
Future 279
25 Rentokil – Crisis Management 281
Index 291
O autorze
The author of Amazon bestseller The Social Media MBA,
Christer Holloman, has been writing technology trend features for
Sky News online the last three years, reaching over 7 million
readers every month, and was previously the Head of Digital Product
Development at The Times and The Sunday Times in
London.
Holloman is a popular keynote speaker with audiences ranging
from business students to C-level executives and is frequently
hired for conferences and corporate events around the world by
clients such as Microsoft, VISA and Ogilvy.
What makes him unique as a journalist and speaker is that he
lives and breathes his topic as he regularly consults for major
companies and tech start-ups on digital business development
projects. That means he won’t be providing theories but
instead up to date hands-on advice that will inspire readers and
delegates.
Europe’s largest regional newspaper The Evening
Standard named Holloman one of London’s most influential
individuals within New Media. Christer Holloman is a member of the
National Union of Journalists and holds a BSc in Business from the
University of Umea, Sweden.
For more information please visit href=’http://www.holloman.info/’>http://www.holloman.info or to
discuss possible speaking engagements email him directly href=’mailto:[email protected]’>[email protected] or
Google speaking agencies that represents him.
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