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.
Table of Contents: 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
