Groundswell Expanded And Revised Edition

Author: Charlene Li
Publisher: Harvard Business Press
ISBN: 1422143414
Size: 67.22 MB
Format: PDF, ePub, Docs
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Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.

Groundswell

Author: Charlene Li
Publisher: Harvard Business Press
ISBN: 1422161986
Size: 16.43 MB
Format: PDF, Docs
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"In Groundswell, two top analysts from Forrester Research show you how to turn the force of customers connecting to your own advantage. With twenty-five vivid cases from around the world--from health care to retail to consumer goods to business services--Li and Bernoff show how leading companies are gaining insights, generating revenue, saving money, and energizing their own customers. Whether you're in marketing, research, support, sales, development, or even running the whole enterprise, there's targeted advice here for you, backed up with real-world ROI to prove it works"--Cover, p. 2.

Open Leadership

Author: Charlene Li
Publisher: John Wiley & Sons
ISBN: 9780470636695
Size: 49.91 MB
Format: PDF, Kindle
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An essential guide for leaders who want to use social media to be "open" while maintaining control "Be Open, Be Transparent, Be Authentic" are the current leadership mantras-but companies often push back. Business is premised on the concept of control and yet the new world order demands openness-leaders do not know how to be open and be in control. This must-have resource will help the modern leader understand how to lead in the new open world-where blogging, twittering, facebooking, and digging are becoming the norm. the author lays out the steps that leaders must take to transform their organizations and themselves into being "open" -and exactly what that will mean. Shows how to use social media to become an open organization Offers basic advice for leaders who are adapting to the new era of openness in the marketplace The author Charlene Li is one of the foremost experts on social media and technologies In easy-to-understand language, this book will help leaders orient themselves to social networking and other technological advances.

Empowered

Author: Josh Bernoff
Publisher: Harvard Business Press
ISBN: 1422162338
Size: 71.25 MB
Format: PDF, Docs
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It's the new normal. Now all of your employees are Twittering away and friending clients on Facebook. Not to mention customers--who feel obligated to update your Wikipedia entry with product complaints. In this new world, dealing with empowered employees and customers --Insurgents -- is only going to get more challenging. Employees are using this technology in the workplace and customers are using it in the marketplace, and neither obey the rules you set up. This chaos is your future as a manager. You could try to shut it down and shut it off. Or you can harness it and reap the business benefits. According to Josh Bernoff and Ted Schadler of Forrester Research (the organization that brought you Groundswell), your defense against insurgents is to enable them. At its heart, this is a book about how to scale the management of insurgency, both the innovation of insurgent employees and the energy of insurgent customers. The key is a process Forrester calls E Triple S, for the four elements of managing insurgents effectively: empowering, selecting, scaling, and socializing. While it's based in current trends, the core concept of Managing Insurgents -- that the next management and innovation challenge is harnessing individuals empowered by mobile, social, and connected technology -- is a new idea. In the wake of Groundswell, dozens of social-technology-for-business books cropped up. And there are plenty of books on improving your customer service. But there's no serious business book about management, marketing, and innovation in the throes of this trend. When Insurgency hits, it will be perceived not just as a sequel to Groundswell but as the start of a new management philosophy.

Grouped

Author: Paul Adams
Publisher: New Riders
ISBN: 0132854295
Size: 21.16 MB
Format: PDF, ePub, Docs
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The web is undergoing a fundamental change. It is moving away from its current structure of documents and pages linked together, and towards a new structure that is built around people. This is a profound change that will affect how we create business strategy, design, marketing, and advertising. The reason for this shift is simple. For tens of thousands of years we’ve been social animals. The web, which is only 20 years old, is simply catching up with offline life. From travel to news to commerce, smart businesses are reorienting their efforts around people–around the social behavior of their customers and potential customers. In order to be successful, businesses will need to understand how people are connected, how their social network influences them, how the people closest to them influence them the most, and how it’s more important for marketers to focus on small, connected groups of friends rather than looking for overly influential individuals. This book pulls together the latest research from leading universities and technology companies to describe how people are connected, and how ideas and brand messages spread through social networks. It shows readers how to rebuild their business around social behavior, and create products that people tell their friends about.

Can T Buy Me Like

Author: Bob Garfield
Publisher: Penguin
ISBN: 1101595337
Size: 63.10 MB
Format: PDF, ePub
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Today's brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensi­tized-even disillusioned-by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like.

The Mobile Mind Shift

Author: Ted Schadler
Publisher: Greenleaf Book Group
ISBN: 0991361016
Size: 69.31 MB
Format: PDF, Mobi
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Mobile has reprogrammed your customers’ brains. Your customers now turn to their smartphones for everything. What’s tomorrow’s weather? Is the flight on time? Where’s the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift — the expectation that I can get what I want, anytime, in my immediate context. Your new battleground for customers is this mobile moment — the instant in which your customer is seeking an answer. If you’re there for them, they’ll love you; if you’re not, you’ll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestlé are winning in that mobile moment. Are you? Based on 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift is the first book to explain how you can exploit mobile moments. You’ll learn how to: • Find your customer’s most powerful mobile moments with a mobile moment audit. • Master the IDEA Cycle, the business discipline for exploiting mobile. Align your business and technology teams in four steps: Identify, Design, Engineer, Analyze. • Manufacture mobile moments as Krispy Kreme does — it sends a push notification when hot doughnuts are ready near you. Result: 500,000 app downloads, followed by a double-digit increase in same-store sales. • Turn one-time product sales into ongoing services and engagement, as the Nest thermostat does. And master new business models, as Philips and Uber do. Find ways to charge more and create indelible customer loyalty. • Transform your technology into systems of engagement. Engineer your business and technology systems to meet the ever-expanding demands of mobile. It’s how Dish Network not only increased the efficiency of its installers but also created new on-the-spot upsell opportunities. Mobile is rapidly shifting your customers into a new way of thinking. You’ll need your own mobile mind shift to respond.

The Tao Of Twitter Changing Your Life And Business 140 Characters At A Time

Author: Mark Schaefer
Publisher: McGraw Hill Professional
ISBN: 0071802207
Size: 20.70 MB
Format: PDF, Docs
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It’s time to take the mystery out of Twitter You’re busy and don’t have time to decipher the confusing world of Twitter. In less than two hours, this bestselling book will show you how to connect and start creating meaningful business and personal benefits right away! Behind every Twitter triumph, there is a well-defined success formula. This is The Tao of Twitter . . . a path, a majestic random synergy that holds the potential to impact your daily life . . . if you know that way! Through real-life examples and easy-to-follow steps, acclaimed marketing expert Mark W. Schaefer teaches you: Secrets to building influence on Twitter The formula behind every Twitter business success 22 ways to build an audience that wants to connect to you Content strategies, time savers, and useful tips 20 ways to use Twitter as a competitive advantage Start your journey toward social media influence and business success today by learning, and following, The Tao of Twitter!

Google For Business

Author: Chris Brogan
Publisher: Que Publishing
ISBN: 0789749149
Size: 50.18 MB
Format: PDF, Mobi
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The Complete Business Guide to Google+, Today’s Hottest New Social Network! Every week, millions more people sign up for Google+: Suddenly, it’s today’s hottest new social network. Google+ for Business reveals why Google+ offers business opportunities available nowhere else--and helps you grab those opportunities now, before your competitors do. Top social media professional speaker and business advisor Chris Brogan shows how to get great results fast, without wasting time--and without wasting a dime. Brogan guides you through using Google+ for promotion, customer service, community building, referrals, collaboration, and a whole lot more. You won’t just master innovative new tools like Circles and Hangouts: You’ll use them to generate more customers and more cash! Make the right first moves after you’ve signed up for Google+ Take advantage of links between Google+ and Google search Define the best Google+ strategy and tactics for your business Create a business page that attracts new paying customers Integrate Google+ into your current online/digital strategies Learn how your customers are using Google+--and give them what they’re looking for Use Circles to organize your contacts and interactions more effectively Create Google+ posts that draw attention and spark conversations Master warm selling on Google+ Build a simple, low-cost content strategy around Google+ Grow your audience and share others’ valuable content Discover new ways to derive even more value from Google+