Social Business By Design: Transformative Social Media Strategies for the Connected Company

Foreword vii

by Jeff Dachis

Introduction 1

PART ONE Adapting Organizations to the Twenty-First Century 5

1 Social Media: Drivers of Global Business Opportunity 7

2 Social Media: A Way of Life, a Way of Business 17

3 Who’s Winning in Social Business and Why 25

4 The Global Business Transition to Social Media 45

5 How Business Will Make the Transition 53

PART TWO The Techniques of Social Business 63

6 Social Media Marketing 65

7 Social Product Development 87

8 Crowdsourcing: Community-Powered Workforces 93

9 Social Customer Relationship Management and Customer Communities: Social Customer Care 99

10 Social Business Ecosystems: Engaging with Business Partners 107

11 Workforce Engagement: Creating a Connected Company Using Social Business 127

12 Social Business Supporting Capabilities 143

PART THREE Social Business Design and Strategy 157

13 Identifying Priorities and Planning 159

14 Building Blocks: The Elements of Social Business 169

15 Business Cases, Pilots, Return on Investment, and Value: Tying Them Together 185

16 Building a Social Business Strategy: The Outputs 191

17 Getting Started with Social Business 195

18 Maturity: The Social Business Unit 205

Epilogue 211

Appendix: The Ten Tenets of Social Business 215

Notes 217

Acknowledgments 229

About the Authors 231

Index 233