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Most Powerful Brand On Earth, The: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media

By Chris Boudreaux, Susan F. Emerick

Published by Prentice Hall

Published Date: Aug 22, 2013

Description


Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators.


Achieving those outcomes requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Now, in The Most Powerful Brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Drawing on their experience leading social media transformations at IBM and other top companies, they present frameworks and case studies from key innovators that show how to


-Leverage the surprising dynamics of online influence

-Plan, execute, and manage the development of key relationships

-Measure outcomes and performance in effective and useful ways

-Resolve crucial security, privacy, and regulatory issues that arise when others represent you online

-Gain crucial support from leaders, participants, and other stakeholders

-Empower the people and teams you attract, hire, and support

-Navigate cultural and process changes that will make or break your program

-Preview trends that will shape your social empowerment programs in coming years

 

Table of Contents

Preface xiii

Acknowledgments xv

About the Authors xvii

 

Chapter 1: Web of Trust: The Case for the Social Work Force 1

The Source of Brand Power Today 4

Your Brand’s Official Communicators Cannot Do It Alone 12

Your Next Steps 17

 

Chapter 2: Help Your People Do Well 19

Why You Must Help Your People 20

How to Help Your Social Employees 28

How Social Brands Tend to Evolve 56

Your Next Steps 58

 

Chapter 3: Influence: It’s Complicated 59

Coauthored by Constantin Basturea

The Nature of Online Influence Is Often Misunderstood 60

How Social Employees Empower Brands 64

Your Next Steps 70

 

Chapter 4: The Power to Sway: Helping Employees Build Advocacy Online 71

Coauthored by Constantin Basturea

Permission Is Not Enough 72

Prepare 73

Perform 89

Your Next Steps 93

 

Chapter 5: You Will Measure New Things in New Ways 95

How to Begin Measuring 97

Outcomes: Measuring Business Impact 115

Summary 124

Your Next Steps 124

 

Chapter 6: Safety and Security 127

Protecting Information and Privacy 128

Complying with Disclosure Requirements 140

Preventing Competitive Poaching 146

Your Next Steps 148

 

Chapter 7: How to Begin 149

The Business Case 150

Get Some Seed Money: Selling to Internal Stakeholders 152

Leverage Early Adopters 155

Build a Pilot 155

Case Study: The IBM Select Social Eminence Program 158

Your Next Steps 160

 

Chapter 8: Build Your Team 161

Program Leadership 163

Program Team 166

Program Participants 169

Extended Team 169

Business Unit Leaders and Functional Leaders 170

PR or Corporate Communications 170

Human Resources 172

External Influencers 173

Information Technology 173

Time Commitments 175

Your Next Steps 175

 

Chapter 9: Manage the Journey 177

Culture and Change Management Will Make or Break Your Program 178

Learning from the Past 182

Change Management Is New to Many Leaders 184

An Approach for Managing the Journey 184

Be the Change You Wish to See 191

Your Next Steps 192

 

Chapter 10: The Future of the Social Work Force 193

People Will Change 194

Technology Will Change 196

Increasing Automation 198

Organizations Will Change 201

Results for Workers and Leaders 203

Your Next Steps 208

 

Index 209

Purchase Info

ISBN-10: 0-13-311579-8

ISBN-13: 978-0-13-311579-6

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