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, LivingSocial, Macmillan, Nationwide, NHL Minnesota Wild, Nokia, Play.com, PwC, 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. INDICE: 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 LivingSocial – 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 PricewaterhouseCoopers – Crowdsourcing 237 23 Electrolux – Internal Crowdsourcing 247 HR 267 24 HCL – Social for HR 269 Future 279 25 Rentokil – Crisis Management 281 Index 291
- ISBN: 978-1-118-52454-1
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 318
- Fecha Publicación: 11/10/2013
- Nº Volúmenes: 1
- Idioma: Inglés
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