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The Social Employee: How Great Companies Make Social Media Work

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en Limba Engleză Carte Paperback – 16 Sep 2013

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
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Specificații

ISBN-13: 9780071816410
ISBN-10: 0071816410
Pagini: 288
Dimensiuni: 211 x 226 x 15 mm
Greutate: 0.39 kg
Editura: McGraw Hill Education
Colecția McGraw-Hill Education
Locul publicării: United States

Cuprins

Contents

foreword by david C. edelman vii

introduction xi

part I Weathering a Sea Change 1

Chapter 1 The New Normal—Even Change Is Changing 3

Chapter 2 The Blue Focus Marketing® Social EmployeeMöbius ModelTM 15

Chapter 3 Brands Under Pressure 27

Chapter 4 The Social Employee—Lines Blur BetweenBrands, Employees, and Customers 37

PART II How Great Companies BuildSocial Cultures 51

Chapter 5 IBM—Making Connections One Employeeat a Time 53

Chapter 6 How Adobe Manages Social Media Using Guardrails 77

Chapter 7 How Dell Learned to SMaC-U into SocialSuccess 97

Chapter 8 How Cisco Built a Powerful Employee Network 117

Chapter 9 How the Southwest Way Creates CompetitiveAdvantage 135

Chapter 10 AT&T: B2B Social Networking at Its Best 155

Chapter 11 How Acxiom and Domo Are Leading the Charge 159

PART III Recalculating Your Route 171

Chapter 12 How Social Executives Drive Brand Value 173

Chapter 13 Finding Education in the Social University 191

Chapter 14 Building Communities of Shared Interest 201

Chapter 15 How Content Marketing Empowers Social Employees 213

Chapter 16 The Blue Focus Marketing 10 Commandments ofBrand Soul 229

Afterword by Kevin Randall 237

Glossary 241

Notes 251

Acknowledgments 257

Index 261