The Social Business Imperative: How Predictive Technologies Will Transform The Way You Market, Sell, and Serve....pdf

The Social Business Imperative: How Predictive Technologies Will Transform The Way You Market, Sell, and Serve....pdf
 

书籍描述

内容简介

In The Social Business Imperative, world-renowned thought leader Clara Shih identifies powerful new business opportunities that social media is creating across the entire customer lifecycle. Next, she offers a complete action plan your organization can use to set priorities, execute on them, adapt, and thrive in today's social and digital era.

 

Going far beyond her global best-seller The Facebook Era, Shih offers unprecedented insight into how people and machines have intersected to create a new consumer-focused world. Next, she provides a complete toolkit of proven systems, strategies, and technologies for leveraging social technologies in marketing, branding, sales, customer service, and beyond. In contrast with most competitive books, Shih presents both specific techniques and high-level organizational strategies, helps leaders clarify the true enterprise impacts of social media, and offers actionable insights for transforming vision into reality.

 

Drawing on her immense experience helping Fortune® 500 companies drive measurable business improvements via social media, Shih presents powerful new case studies from multiple industries, together with the experiences of both pioneering executives and in-the-trenches practitioners. Coverage includes:

  • Understanding the rise of the social customer, the social employee, and the omni-channel mandate
  • Recognizing powerful new opportunities and challenges associated with the Internet of Everything
  • Mobilizing social sales across your organization
  • Maximizing the value of social marketing on its own and in connection with other channels
  • Leveraging new technologies for delivering social commerce
  • Engaging customers, improving customer experience, listening better, and rebuilding loyalty
  • Leading social business at the board or C-suite level
  • Embedding social business throughout existing processes wherever it makes business sense
  • Addressing unique challenges of finance, healthcare, and government
  • Implementing crucially important legal, governance, privacy, security, and training measures

作者简介
Clara Shih is CEO and founder of Hearsay Social, a company that provides social business software for relationship managers to attract, retain, and grow customer relationships using popular social networks, and a member of Starbuck Corporation's Board of Directors. A pioneer in the social media industry, Clara developed the first social business application in 2007 and is a New York Times-featured bestselling author. She has been named one of Fortune’s Most Powerful Women Entrepreneurs, Fast Company’s Most Influential People in Technology, and Businessweek’s Top Young Entrepreneurs. 
Previously Clara served in a variety of technical, product, and marketing roles at Google, Microsoft, and Salesforce.com. She graduated #1 in Computer Science at Stanford University, where she also received an MS in Computer Science — User Experience and Design. Clara also holds an MS in Internet Studies from Oxford University, where she studied as a U.S. Marshall Scholar.

目录
<>PART I: HOW SOCIAL MEDIA ENABLES THE INTERNET OF THINGS AND OTHER NEW BUSINESS MODELS

Chapter 1: Why Social Business Is No Longer Optional

Chapter 2: The Social Internet of Things and Big Data Explosion

Chapter 3: Millennials, Trust, and the Sharing Economy

Chapter 4: Why CEOs and Boards of Directors Must Own Social Business


PART II: ENABLING SOCIAL BUSINESS ACROSS YOUR ORGANIZATION

Chapter 5: From Transactional to Trusted Advisor: The Social Sales Professional

Chapter 6: Social Marketing: From Brand Campaigns to Conversations

Chapter 7: Social Commerce: Getting from “Likes” to “Buys”

Chapter 8: Social Customer Service

Chapter 9: Social Recruiting: How Recruiting Is Becoming Like Marketing


Part III: HOW TO GET FROM SOCIAL BUSINESS VISION TO EXECUTION

Chapter 10: Incorporate Social Business Into Standard Operating Procedure 

Chapter 11: Social Business Legal And Governance Frameworks

Chapter 12: Social Business Integration: IT/Data Privacy Challenges And Opportunities

Chapter 13: Beyond The Hype – Real World Social Business Success Stories

Chapter 14: The Future Of Social Business 

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