Don Peppers and
Martha Rogers, PhD, coauthors ofRules to Break and Laws to Follow
"Forget all the social media buzzwords! Dave and Mike cut through the social sphere hype with this practical guide helping you hone in on making social media a vital business success tool. After reading David and Mike′s book, you will understand why you need to integrate your efforts in social media with your overall business objectives. Through new (not–your–everyday–Zappos–Dell–Facebook–example) and varied case studies, analytical direction, and measurement insights, Dave and Mike′s book provides the fundamental strategies for your brand to truly connect with people via social media."
Zena Weist, Director, Social Media, H&R Block
"Thomas and Barlow have nailed it. I wish I′d written this book."
Chris Brogan, coauthor of Trust Agents
"As a social media strategist for a large brand, I understand the challenges companies face integrating social media. This book presents practical solutions in a way that makes sense for large enterprises."
Bert DuMars, Vice President, E–Business and Interactive Marketing, Newell Rubbermaid, [external URL]
"Lots of companies try their hands at social media and are unhappy with the results because they don′t do their homework. Success in social media comes from smart preparation and making sure your online actions support your key business objectives. This book lays out the groundwork in a way that′s easy for companies to understand and implement."
Justin Levy, author of Facebook Marketing: Designing Your Next Marketing Campaign
"Many enterprises continue to treat social media as a box they′d rather not open. With The Executive′s Guide to Enterprise Social Media Strategy, David Thomas and Mike Barlow not only provide organizations with the keys to that particular box, but also clear, actionable strategies for dealing with its contents. The payoff: happier customers, better products and services, and a potentially enormous trove of valuable business intelligence. Highly recommended."
Tom Webster, Vice President, Strategy, Edison Research
Country Village or Gleaming City?
Step Aside, Fred Taylor?
Social Media or What?
So, What′s the Best Way to Skin a Mastodon?
Questions You Should Be Prepared to Answer.
Critical Areas for Success.
Part I: The Grand Scheme of Things.
Chapter 1: Speed, Scope, Complexity, Power, and Potential.
They Laughed at the Wright Brothers.
A World of New Challenges and Opportunities.
Getting a Firm Grasp on a Viral Phenomenon.
What′s the Hurry?
Too New–Fangled for You?
A Very Cool Scenario.
Step Up and Meet the Millennial Generation.
Just What You Needed: Another ?Perfect Storm?.
Chapter 2: The New Mode of Production.
Social Media, Teamwork, and Collaboration.
Mapping Social Media to Results.
Accelerating Product Development.
Driving Knowledge into and across the Organization.
We′re All Hackers Now.
Chapter 3: The Social Enterprise.
Forget Murphy′s Law.
More Important Than Money?
The Social Workforce.
Collaboration is the New Efficiency.
First Impressions Count.
The Train Is Leaving the Station?
The New Social Dimension.
Making It Stick.
High Speeds Need Seat Belts.
Take the Time to Write It Down.
Part II: Building a Structure for Success.
Chapter 4: Get Everybody Together in the Same Room.
Invite the Practitioners, Not Just the Rulemakers.
Figure Out What′s Important.
What Are Your Existing Goals?
What Makes Sense in Your Industry?
What Makes Sense in Your Company?
How Can You Figure Out What Will Work for You?
Chapter 5: Creating Social Media Guidelines.
Be Clear and Concise.
Guiding Principles for Social Media at SAS.
Include Do′s as Well as Don?ts.
Communicate as Often as Possible, in Every Channel you Have.
Lead by Example.
Chapter 6: Staffing and Structuring.
Where Does It Live?
Hire or Designate?
How Do You Structure for Social?
How One Organization Pulls It Together.
Outsourcing the Roles.
Chapter 7: Listening, Measurement, Analytics, and ROI.
A Simple Listening Framework.
First, a Word from the Measurement Queen.
?Listen Yes. But Think Bigger.?.
The Five Kinds of Listening
What Is Social Media Analytics?
CareOne′s Measurement Model.
Not a Simple Formula, but a Formula Nonetheless.
Chapter 8: The Keys to Success in Social Media.
It′s Difficult in Its Simplicity.
Finding the Time to Do It.
A Simple Model.
Using All Your Channels.
Nine Easy Ways to Write a Blog Post.
Part III: Putting Your Social Media Strategy to Work.
Chapter 9: Marketing.
From Strollers to Sharpies.
From the Nursery to the Kitchen.
Sharpie, Meet Lamborghini.
Chapter 10: Social Media for B2B.
B2B and Phonebooth–to–B.
Taking an Integrated Approach at Cisco.
Chapter 11: Public Relations.
The Old Model of PR.
The New Model of PR.
Social Media PR at the Mayo Clinic.
Social Media in a Crisis.
Greenpeace versus Nestlé.
The Power of Parody.
Chapter 12: Sales.
Turning Twitter Connections into Sales Leads.
A Debt of Gratitude.
Chapter 13: The Voice of the Customer.
Nothing Is Certain but Twitter and Taxes.
The Phone Is Ringing.
Chapter 14: Internal Communications.
The ?Virtual Water Cooler?.
Social Media and Internal Communications at SAS.
Appendix: Intuit Social Communications Policy.
About the Authors.
DAVID B. THOMAS is Executive Director at New Marketing Labs, a new media marketing agency. Before joining NML, he was social media manager at SAS, where he led the company′s global social media strategy. A marketer and communicator with more than twenty years′ experience, Dave blogs at dbthomas.com.
MIKE BARLOW is an award–winning journalist and author. He is Managing Partner at Cumulus Partners (cumuluspartners.com), a marketing communications strategy consulting firm specializing in original content development and content–based marketing.