Everywhere. Comprehensive Digital Business Strategy for the Social Media Era

  • ID: 1878590
  • Book
  • 272 Pages
  • John Wiley and Sons Ltd
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Praise for Everywhere

"Larry Weber clearly grasps the impact of ubiquitous social technology on companies the unprecedented opportunities as well as the challenges. Companies that understand this new reality, and are building a comprehensive digital strategy to benefit from it, are already differentiating themselves from their peers. Take advantage of his foresight to make sure that your company is capitalizing on this new source of competitive advantage."
Dr. JAMES CASH, Emeritus James E. Robison Professor of Business Administration, Harvard Business School

"Everywhere is a leader′s guide to creating and getting value from social media. Larry Weber understands the media and message of connectedness."
ELLIOT SCHRAGE, Vice President of Global Communications,Marketing and Public Policy, Facebook

"Ongoing dialogue with customers, employees, and other stakeholders will soon be the way every successful company does business. We′ll come in to work and turn on the lights, turn on the heat, and turn on the voice of our customers. In Everywhere, Larry Weber has written another visionary book, making a compelling case for the type of collaborative company that will have true competitive advantage in the future."
DIANE HESSAN, President and CEO, Communispace

"Once again, Larry Weber takes the highly complex and dynamic digital world and gives a useful and practical guide for making it become an important part of your business . . . as it should be. As we all encounter the many impacts that digital media, social networking, and digital communities are having on our businesses, make sure you access his keen thinking."
MARK NUNNELLY, Managing Director, Bain Capital

"Weber really gets that social media is a lot more than a set of tools that people use to chat with their friends and family. Those conversations are valuable sources of market intelligence, inputs into product and service development, and sources of employee recruitment and, ultimately, lead to competitive advantage. At TripAdvisor, we live and breathe this stuff, as social media has been the foundation of the company. Everywhere is a must–read for business."
STEPHEN KAUFER, founder, President, and CEO, TripAdvisor

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Acknowledgments.

Preface.

Introduction.

PART I: THE EVOLVING SOCIAL WEB.

Chapter One: The Social Enterprise: A New Source of Competitive Advantage.

PART II: ON BECOMING A SOCIAL ENTERPRISE.

Chapter Two: Toward a Comprehensive Digital Business Strategy.

Chapter Three: Building Enterprise–Wide Engagement Capability.

Chapter Four: Developing a Digitally Driven Company: Culture, Structure, and Leadership.

PART III ACROSS THE BUSINESS UNIVERSE.

Chapter Five: Marketing, Sales, and Service, Step 1: Organize Around Customer Engagement.

Chapter Six: Marketing, Sales, and Service, Step 2: Converse with Your Customers.

Chapter Seven: Innovation: Commit to Openness, Speed, and Crowds.

Chapter Eight: Strategy Execution: Capitalize on What Your Organization Already Knows.

Chapter Nine: Human Capital: Expect Real–Time Resumes and Create a Twenty–First CenturyWorkplace.

PART IV THE FUTURE OF THE SOCIAL ENTERPRISE.

Chapter: Ten Next.

Notes.

Index.

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LARRY WEBER is the author ofMarketing to the Social Web (Wiley) and chairman of W2 Group, a digital ecosystem of marketing services companies that includes Digital Influence Group, a full–service digital marketing agency that is social media at its core, and Racepoint Group, a global public relations agency. Weber previously founded Weber Shandwick, the world′s largest PR firm. He is the cofounder and Chairman of the Board of Directors of the Massachusetts Innovation & Technology Exchange, the largest interactive advocacy organization in the world.
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