Description
Book SynopsisThe inside information that marketers and social media practitioners have been dying to get their hands on. It seems like every day another self-appointed social media "guru" appears on the scene, offering to sell you his or her "surefire" cure for what ails you.
Trade ReviewI recommend this book to show how a focused, measured and collaborative approach to social media can deliver tangible and sustainable business success. (Admap, February 2014)
Table of ContentsAcknowledgements vii
Preface ix
Hall of Fame xv
Part I – Set-Up 1
1 Nationwide – Creating Senior Leadership Buy-In 3
2 Honda – Creating a Centre of Excellence 13
3 Cisco – Social Media Center of Excellence 25
Part II – Social Media Strategy 39
4 Nokia – Delivering Social Media Strategy 41
5 LivingSocial – Getting Social in B2B 53
Part III – Social by Department 59
Across Departments 61
6 Macmillan – Social Beyond Marketing 63
7 F5 – Social Across Departments 75
PR and Marketing 87
8 Israel Foreign Office – Social in Hostile Environments 89
9 Confused.com – From Content to Profi t 99
10 Xerox – Help Clients go Social 111
Sales 119
11 ADP – B2B Selling 121
12 Dell – Building Advocacy 131
13 Play.com – Monetize Big Data 143
14 Hobart – B2B Community Building 153
15 Allianz – B2C Selling 161
Customer Services 171
16 giffgaff – Customer Support by Customers 173
17 Go-Ahead – Customer Service 183
18 NHL Minnesota Wild – The True Value of a Fan 189
Product Development 203
19 Barclaycard US – Customer Collaboration 205
20 Sony Mobile – Managing Quality Control 211
21 Getty Images – Socialize your Products 225
Innovation 235
22 PricewaterhouseCoopers – Crowdsourcing 237
23 Electrolux – Internal Crowdsourcing 247
HR 267
24 HCL – Social for HR 269
Future 279
25 Rentokil – Crisis Management 281
Index 291
