Wiley
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Everywhere: Comprehensive Digital Business Strategy for the Social Media Era

ISBN: 978-0-470-65170-4
272 pages
March 2011
Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (0470651709) cover image
Put digital business strategy at the center of your business

Welcome to the social media age. Although its impact was first felt in the marketing department, the social web is spreading across all business functions, impacting the way they communicate, operate, organize, and create value. A comprehensive digital strategy is essential for businesses hoping to build this new form of competitive advantage.

Everywhere explains how to put your digital strategy at the center of how your organization communicates, operates, organizes itself, and creates value.

  • Develop a comprehensive digital strategy for your organization
  • Put your online business strategy at the center of your customer's experience, and at the heart of everything you do
  • Larry Weber's W2 Group is helping companies like Sony, IBM, Harvard Pilgrim Health Care, and the government of Rwanda, craft new online business strategies

The Web is not just another marketing channel. Put social media, email, Web, and other digital interactions Everywhere in your business, and make digital business strategy the heart of your thriving enterprise.

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Acknowledgments.

Preface.

Introduction.

PART I: THE EVOLVING SOCIAL WEB.

Chapter One: The Social Enterprise: A New Source of Competitive Advantage.

PART II: ON BECOMING A SOCIAL ENTERPRISE.

Chapter Two: Toward a Comprehensive Digital Business Strategy.

Chapter Three: Building Enterprise-Wide Engagement Capability.

Chapter Four: Developing a Digitally Driven Company: Culture, Structure, and Leadership.

PART III ACROSS THE BUSINESS UNIVERSE.

Chapter Five: Marketing, Sales, and Service, Step 1: Organize Around Customer Engagement.

Chapter Six: Marketing, Sales, and Service, Step 2: Converse with Your Customers.

Chapter Seven: Innovation: Commit to Openness, Speed, and Crowds.

Chapter Eight: Strategy Execution: Capitalize on What Your Organization Already Knows.

Chapter Nine: Human Capital: Expect Real-Time Resumes and Create a Twenty-First CenturyWorkplace.

PART IV THE FUTURE OF THE SOCIAL ENTERPRISE.

Chapter: Ten Next.

Notes.

Index.

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LARRY WEBER is the author of Marketing to the Social Web (Wiley) and chairman of W2 Group, a digital ecosystem of marketing services companies that includes Digital Influence Group, a full-service digital marketing agency that is social media at its core, and Racepoint Group, a global public relations agency. Weber previously founded Weber Shandwick, the world's largest PR firm. He is the cofounder and Chairman of the Board of Directors of the Massachusetts Innovation & Technology Exchange, the largest interactive advocacy organization in the world.
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March 16, 2011
Everywhere: Comprehensive Digital Business Strategy for the Social Media Era

Social media has upended the way the world communicates.  No longer just the focus of marketing departments, the conversations taking place online have the power to drive perceptions, sales, innovation and recruitment in every industry.  From R&D to human resources, from the trenches all the way up to the top brass, social media has transformed how businesses communicate, operate, organize and create value.

Larry Weber, Chairman of Digital Influence Group, an award-winning, full-service digital marketing agency that helps companies unlock their brands’ full social potential has published Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (March 2011). This book explains how businesses can put a digital strategy at the center of their organizations and use social media to engage more effectively with key stakeholders.  “Social enterprises” empower employees, recruit talent, win customers, innovate new products and allocate capital in ways that outpace their competitors.

According to Elliot Schrage, Vice President of Global Communications, Marketing and Public Policy at Facebook, “Everywhere is a leader’s guide to creating – and getting – value from social media.  Larry Weber understands the media and message of connectedness.”

Everywhere provides in-depth case studies of both B2B and B2C companies including GE, IBM, Sony, P&G/The Art of Shaving, Ford, McDonald’s, LinkedIn, Endo Pharmaceuticals, ARM, and more.  These companies are leveraging social media throughout their organizations and are well on their way to becoming social enterprises. Some of the questions this book will answer include:

  • What is a comprehensive digital strategy?  What are the benefits and how does a company build one?
  • How should a company organize to maximize the benefits of social media?  What new roles are required?  How can companies leverage employee engagement?
  • How can marketing, sales and service use social media to improve customer experience?
  • How can R&D use social media to innovate new products and services?
  • How can human resources use social media to attract and retain the best and brightest talent?

“In the social media era, we are at the very beginning of a business renaissance based on an overwhelming opportunity to share best practices, knowledge and data, for the betterment of companies, and for society as well,” said author Larry Weber.  “I wrote Everywhere to provide a starting point toward a comprehensive digital business strategy in a world ready for deeper collaboration and explosive innovation.”

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