Lardi / Fuchs Social Media Strategy

A Step-by-Step Guide to Building your Social Business
1. Auflage 2013
ISBN: 978-3-7281-3558-2
Verlag: vdf Hochschulverlag AG
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 106 Seiten

The Social Media Strategy Framework presented in this book offers a unique and comprehensive end-to-end approach. It takes a company from the point of understanding the value of social media for business to the point of implementing a solution that meets its business needs.
The Framework is distinguished by several elements:
It focuses on building a sustainable use for social media along the business value chain.
It aligns with company strategic objectives and business context.
It identifies key elements to create a strong foundation for social media use in the company.
It separates internal and external social media uses.
It is NOT a technology implementation.
Additionally, the case studies presented in this book and on the corresponding website highlight successful social media implementation in business by companies in Europe.

Autoren/Hrsg.

Lardi, Kamales

Fuchs, Rainer

Inhaltsverzeichnis

1;Cover;1
2;Imprint;4
3;Contents;5
4;A Sustainable Approach to Social Media for Businesses;9
5;The Social Media Strategy Framework;17
5.1;Why is a Social Media Strategy Framework important?;17
5.2;The difference between social media strategy and social media marketing strategy;19
5.3;Applying the Social Media Strategy Framework;20
5.4;Applying the Social Media Strategy Framework in large companies;22
5.5;Applying the Framework in small companies, non-profits or charity organisations;22
5.6;2.1 Develop the strategy;24
5.6.1;2.1.1 Inputs required for Phase 1;25
5.6.2;2.1.2 Determine objectives and readiness;28
5.6.3;2.1.3 Identify initiatives and prioritise;34
5.7;2.2 Eight key considerations;40
6;Plan and Deliver Enterprise Collaboration Initiatives;47
6.1;Transforming the way people work together;49
6.2;Types of enterprise collaboration platforms;50
6.3;User levels;51
6.4;3.1 Enterprise collaboration focus areas;53
6.5;3.2 Approaching enterprise collaboration;55
6.5.1;3.2.1 Plan implementation;55
6.5.2;3.2.2 Build and launch;59
6.5.3;3.2.3 Continuous management;61
6.6;3.3 Enterprise collaboration adoption tactics;62
7;Plan and Deliver Business 2.0 Initiatives;67
7.1;The social customer;68
7.2;Types of Business 2.0 tools;71
7.3;4.1 Business 2.0 focus areas;72
7.4;4.2 Approaching Business 2.0;74
7.4.1;4.2.1 Plan;74
7.4.2;4.2.2 Innovate;81
7.4.3;4.2.3 Setup;82
7.4.4;4.2.4 Launch;85
7.4.5;4.2.5 Operate;86
7.5;4.3 Social media engagement tactics;86
8;Social Media Strategy: Key Lessons Learned from Successful Examples;95
8.1;Case study: Social media customer service at Swiss International Air Lines;96
8.2;Case study: Excellent customer service in social networks at Eurail;97
8.3;Case study: Platform to boost employee collaboration at Swiss Re;99
8.4;Case Study: Customer care and peer support through social media at Swisscom;100
8.5;Case Study: Innovative banking customer service from Finansbank;102
8.6;Case Study: Innovation management to improve product development at IBM;103