Put digital business strategy at the center of your business
Welcome to the social media age. Although its impact was first
felt in the marketing department, the social web is spreading
across all business functions, impacting the way they communicate,
operate, organize, and create value. A comprehensive digital
strategy is essential for businesses hoping to build this new form
of competitive advantage.
Everywhere explains how to put your digital strategy at
the center of how your organization communicates, operates,
organizes itself, and creates value.
* Develop a comprehensive digital strategy for your
organization
* Put your online business strategy at the center of your
customer’s experience, and at the heart of everything you do
* Larry Weber’s W2 Group is helping companies like Sony, IBM,
Harvard Pilgrim Health Care, and the government of Rwanda, craft
new online business strategies
The Web is not just another marketing channel. Put social media,
email, Web, and other digital interactions Everywhere in
your business, and make digital business strategy the heart of your
thriving enterprise.
Mục lục
Acknowledgments.
Preface.
Introduction.
PART I: THE EVOLVING SOCIAL WEB.
Chapter One: The Social Enterprise: A New Source of Competitive
Advantage.
PART II: ON BECOMING A SOCIAL ENTERPRISE.
Chapter Two: Toward a Comprehensive Digital Business
Strategy.
Chapter Three: Building Enterprise-Wide Engagement
Capability.
Chapter Four: Developing a Digitally Driven Company: Culture,
Structure, and Leadership.
PART III ACROSS THE BUSINESS UNIVERSE.
Chapter Five: Marketing, Sales, and Service, Step 1: Organize
Around Customer Engagement.
Chapter Six: Marketing, Sales, and Service, Step 2: Converse
with Your Customers.
Chapter Seven: Innovation: Commit to Openness, Speed, and
Crowds.
Chapter Eight: Strategy Execution: Capitalize on What Your
Organization Already Knows.
Chapter Nine: Human Capital: Expect Real-Time Resumes and Create
a Twenty-First Century Workplace.
PART IV THE FUTURE OF THE SOCIAL ENTERPRISE.
Chapter: Ten Next.
Notes.
Index.
Giới thiệu về tác giả
LARRY WEBER is the author of Marketing to the Social Web (Wiley) and chairman of W2 Group, a digital ecosystem of marketing services companies that includes Digital Influence Group, a full-service digital marketing agency that is social media at its core, and Racepoint Group, a global public relations agency. Weber previously founded Weber Shandwick, the world’s largest PR firm. He is the cofounder and Chairman of the Board of Directors of the Massachusetts Innovation & Technology Exchange, the largest interactive advocacy organization in the world.
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