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Zusatztext 'Standalone! easy-to-read chapters with a clear structure.' (CPO Agenda! April 2012)'Written with clear experience! bringing a new perspective to an older subject.' (Professional Manager! May 2012) Informationen zum Autor Christer Holloman , is Head of Product/VP Commercial Strategy at The Digital Property Group. He is a Sky News Reporter and regular panel expert commentator for Sky News. He has just received an accolade from the London Evening Standard as " one of London's Top 25 Most Influential Individuals within New Media ", as well as Industry Winner of The Telegraph 's Digital Award for 2011. Klappentext In essence, the book will help business professionals that already know and work with social media to take their knowledge to the next level ... to become experts within their organizations. It is aimed not just marketers but at every decision maker in the organization: CEO, CTO, Product Director, Sales Director.Armed with the tools of this book they will be able to understand how to:* Make Social Media part of the company's DNA* Justify increased spend on Social Media* Get how others are creating success via Social Media* Know what the future holds for Social MediaReaders can ensure they are using social media channels appropriately, and with purpose:* They will be able to understand the change that social media brings to the traditional flow of an organization - and learn how to form a strategy to prepare for change and how to roll out Social Media strategies for the entire organization (including "ten tips to point the way")* They will understand the impact and ROI of Social Media on the organization, and how to develop a business case for investment* They will draw insights on cultural and linguistic challenges of Social MediaThe contributions from the 18 Social Media experts bring an enormous breadth of practical, hands-on experience to the topic area. Each chapter offers key learning points and take outs that will make this a must have "how to book" for any business person wanting to raise their game in Social Media. Zusammenfassung Gives you the tools to make a difference to your organisation's social media strategy development and delivery going forward. This title offers an educational programme written for experienced social media professionals. Inhaltsverzeichnis Preface vii Part I Foundation 1 1 Quick Recap 3 2 Bridging the Social Media Gap 15 Part II Strategy Development 27 3 Inspiring and Facilitating Creativity 29 4 The Rise of Branded Content 39 5 Power of Integration 49 6 Intent is the New Demographic 63 7 Targeting the Easily Infl uenced Not the Highly Influential 75 Part III Strategy Delivery 89 8 Your Best Advocates 91 9 The Profit Manifesto 101 10 Social Media Business Engineering 117 11 Power Struggles of the Advocate Age 131 Part IV Case Studies 145 12 ARM 147 13 Aviva 153 14 Dell 157 15 Evans Cycles 163 16 GlaxoSmithKline 167 17 Kodak 173 18 Royal Philips Electronics 179 19 Sage 185 Part V The Future 191 20 The Ethnocentric Bias 193 21 Digital Dragons, Elephants and Tigers 205 22 Design Thinking and Social Media 221 23 God Technology 235 Conclusion 245 Biographies 247 Index 259 ...
List of contents
Preface 5
Part I. Foundation 8
1. Quick Recap 9
2. Bridging The Social Media Gap 18
Part II. Strategy Development 28
3. Inspiring And Facilitating Creativity 29
4. The Rise Of Branded Content 36
5. Power Of Integration 44
6. Intent Is The New Demographic 55
7. Targeting The Easily Influenced Not The Highly Influential 64
Part III. Strategy Delivery 74
8. Your Best Advocates 75
9. The Profit Manifesto 83
10. Social Media Business Engineering 94
11. Power Struggles Of The Advocate Age 105
Part IV. Case Studies 116
12. ARM 117
13. Aviva 120
14. Dell 123
15. Evans Cycles 126
16. GlaxoSmithKlein 129
17. Kodak 132
18. Phillips 136
19. Sage 139
Part V. Future 143
20. The Ethnocentric Bias 144
21. One Digital Dragons, Elephants and Tigers 153
22. Design Thinking and Social Media 164
23. God Technology 173
Conclusion 180
Biographies 182
Report
'Standalone, easy-to-read chapters with a clear structure.' (CPO Agenda, April 2012)
'Written with clear experience, bringing a new perspective to an older subject.' (Professional Manager, May 2012)
