Book description
“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.
Table of contents
- Cover Page
- About This E-Book
- Title Page
- Copyright Page
- Praise for The Social Business Imperative
- Dedication Page
- Contents
- Foreword
- List of Case Studies and Guest Author Sidebars
- Acknowledgments
- About the Author
- Introduction
- Part I: New Business Models
-
Part II: Business Functions Reimagined
- 4. The Management Team and Board Mandate
- 5. From Transactional to Trusted Advisor: The Social Sales Professional
- 6. Social Marketing: From Campaigns to Experiences
- 7. Mobile Messaging and Social Commerce: Going from ‘Likes’ to ‘Buys’
- 8. Social Customer Service
- 9. Social Recruiting: How Recruiting Is Becoming Like Marketing
- Part III: Enterprise Execution Playbook
- Closing Remarks
- Index
Product information
- Title: Social Business Imperative, The: Adapting Your Business Model to the Always-Connected Customer
- Author(s):
- Release date: April 2016
- Publisher(s): Addison-Wesley Professional
- ISBN: 9780134263441
You might also like
book
HBR's 10 Must Reads on Business Model Innovation (with featured article "Reinventing Your Business Model" by Mark W. Johnson, Clayton M. Christensen, and Henning Kagermann)
Rethink how your organization creates, delivers, and captures value--or risk becoming irrelevant. If you read nothing …
book
Marketing in the Public Sector: A Roadmap for Improved Performance
Praise for Marketing in the Public Sector “Professionally, as an academic turned politician, this book–if published …
book
HBR Insights Future of Business Boxed Set (8 Books)
Business is changing. Will you adapt or be left behind? Get up to speed and deepen …
book
The Boundaries in Financial and Non-Financial Reporting
How an organisation defines its reporting boundaries, reveals much about what is actually valued in its …