This book will help organizations evolve into a fully collaborative social business. It serves as a step by step playbook to achieve organizational change, process efficiencies and technology acumen:
* Proven solutions for the real people, process, and technology obstacles businesses face in using social media behind the firewall. * How to have the successful internal conversations with stakeholders, partners and global teams that lead to successful external conversations with the social customer * Strategies for improving organizational dynamics, collaboration, governance, training, engagement, policies, technology integration, workflows, social CRM, and metrics
Many organizations today have already evolved into social brands. They may be active on Twitter and Facebook; they may have corporate blogs and communities and they are trying hard to engage effectively with the social customer. However, behind the firewall, chaos, anarchy, and conflict reign. In Smart Business, Social Business, leading enterprise social business consultant shows how to build an internal framework based on change management that will lead to success with social media: one that will make external engagement more effective, meaningful, and sustainable. Michael Brito systematically identifies the internal culture, process and technology obstacles to long-term success with social media, and offer best practice solutions. He discusses a wide spectrum of issues, offering actionable intelligence and helping decision-makers build strategies and plans that deliver value. Topics addressed include change management, organizational models and dynamics, internal communications, collaboration, governance, metrics, training, employee activation, policies, technology integration, workflows, social CRM, and much more. Drawing on his own experience working for Silicon Valley companies, HP, Yahoo! and Intel, Brito presents dozens of examples and case studies. Using this book, companies can begin to transform their organizations from just a "social brand" to a fully collaborative and dynamic "social business. * Key Features: * Proven solutions for the real people, process, and technology obstacles businesses face in using social media * How to have the successful internal conversations that lead to successful external conversations * Actionable intelligence for improving organizational dynamics, collaboration, governance, training, engagement, policies, technology integration, workflows, CRM, and metrics
About the Author Michael Brito is a vice president at Edelman Digital and leads the digital team in Silicon Valley. He provides strategic counsel, guidance, and best practices to several of Edelmans top global tech accounts and is responsible for driving new business, growing existing business, mentoring junior staff members, and maintaining strong client relationships. Previously, Michael worked for major companies in Silicon Valley, including Sony Electronics, Hewlett Packard, Yahoo!, and Intel Corporation, working in various marketing, social media, and community management roles.
He is the founder of Silicon Valley Tweetup and is actively involved in the Social Media Club, Silicon Valley Chapter. He is a business advisor for the social media marketing company Izea and online resource MarketingZone.com; a business advisor to Lonesome George & Co.; and he is an early investor of social business hub OneForty. He is a frequent speaker at industry conferences as well as a guest lecturer at various universities, including Cal Berkeley, the University of San Francisco, Stanford University, Syracuse University, and Saint Marys College of California. Michael has a Bachelor of Arts in Business degree from Saint Marys College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He proudly served eight years in the United States Marine Corps.
Michael believes that marketing can be evil at times; but if done right, it can drive customer loyalty, product innovation, and brand advocacy. He believes that marketers need to spend more time listening to the social customer and less time sending one-way marketing messages. He is confident that if brands love their customers, theyll love them back and tell others about it. He also believes that organizations cannot and will not have effective, external conversations with consumers, unless they can have effective internal conversations first.
Table of Contents * Chapter 1: Human Capital, Evolved * Chapter 2: Surveying the Technology Supermarket * Chapter 3: Establishing a Governance Model * Chapter 4: Embracing the Social Customer * Chapter 5: In Response to the Social Customer: Social CRM * Chapter 6: Establishing a Measurement Philosophy * Chapter 7: How to Choose the Right Vendors, Agencies, and Technology Partners * Chapter 8: Marketing Investments on the Rise for Social Business Initiatives * Chapter 9: Creating a Comprehensive Social Media Strategic Plan * Chapter 10: The Rise of Customer Advocacy * Chapter 11: Ethical Bribe: Relevant Content Matters * Chapter 12: Social Businesses in the Real World: EMC and Intel
