Description
Book SynopsisGives you the tools to make a difference to your organisation's social media strategy development and delivery going forward. This title offers an educational programme written for experienced social media professionals.
Trade Review'Standalone, easy-to-read chapters with a clear structure. (CPO Agenda, April 2012) Written with clear experience, bringing a new perspective to an older subject. (Professional Manager, May 2012)
Table of ContentsPreface vii
Part I Foundation 1
1 Quick Recap 3
2 Bridging the Social Media Gap 15
Part II Strategy Development 27
3 Inspiring and Facilitating Creativity 29
4 The Rise of Branded Content 39
5 Power of Integration 49
6 Intent is the New Demographic 63
7 Targeting the Easily Infl uenced Not the Highly Influential 75
Part III Strategy Delivery 89
8 Your Best Advocates 91
9 The Profit Manifesto 101
10 Social Media Business Engineering 117
11 Power Struggles of the Advocate Age 131
Part IV Case Studies 145
12 ARM 147
13 Aviva 153
14 Dell 157
15 Evans Cycles 163
16 GlaxoSmithKline 167
17 Kodak 173
18 Royal Philips Electronics 179
19 Sage 185
Part V The Future 191
20 The Ethnocentric Bias 193
21 Digital Dragons, Elephants and Tigers 205
22 Design Thinking and Social Media 221
23 God Technology 235
Conclusion 245
Biographies 247
Index 259
