Holloman The Social Media MBA

Your Competitive Edge in Social Media Strategy Development and Delivery
2. Auflage 2012
ISBN: 978-1-119-96722-4
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 276 Seiten, E-Book

It's a fact that companies so far have only scratched the surfaceof what can be achieved with social media.

Whatever continent, industry, company size, current degree ofsocial media adoption or your job title, the purpose of this bookis to inspire you to see how you can raise the bar further to reapnew rewards. It will give you the tools to make a difference toyour organisation's social media strategy development and deliverygoing forward.

In addition it will also give you more intellectual support andconfidence to discuss social media on a higher level with peers,inspire colleagues or negotiate and create support for increasedinvestments from your leadership team.

In The Social Media MBA editor Christer Holloman hascrowd sourced 15 thought leaders from 4 continents to offer anexceptional educational programme written for experienced socialmedia professionals just like you.

In addition, learn through cases studies produced by the socialleaders at these brands:

ARM by Kerry McGuire Balanza - Director of StrategicMarketing

Aviva by Jan Gooding - Global Brand Director

Dell by Stuart Handley - Communications Director

Evans Cycles by Will Lockie - Head of Social Media

GlaxoSmithKlein (Ribena) by Verity Clifton - BrandMarketing Manager

Kodak by Madlen Nicolaus - Social Media Manager

Phillips by Hans Notenboom - Global Director B2BOnline

Sage by Cath Sheldon - Online PR Specialist

There is more, connect with the co-authors and other readers byjoining The Social Media MBA Alumi group, visit http://www.socialmedia-mba.comor search or the group on LinkedIn to stay updated on the latest,ask questions or join the discussions.

Autoren/Hrsg.

Holloman, Christer

Inhaltsverzeichnis

Preface 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 HighlyInfluential 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

Über Autor(innen)

Christer Holloman, is Head of Product/VP Commercial Strategy at The Digital Property Group. He is a Sky News Reporter and regular panel expert commentator for Sky News. He has just received an accolade from the London Evening Standard as "one of London's Top 25 Most Influential Individuals within New Media", as well as Industry Winner of The Telegraph's Digital Award for 2011.