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The Social Media MBA - Your Competitive Edge in Social Media Strategy Development & Delivery

The Social Media MBA - Your Competitive Edge in Social Media Strategy Development & Delivery

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  • ISBN:9781119963233
  • Editorial: Wiley & Sons Ltd.
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:276
  • Idiomas:Español

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It's a fact that companies so far have only scratched the surface of what can be achieved with social media. Whatever continent, industry, company size, current degree of social media adoption or your job title, the purpose of this book is to inspire you to see how you can raise the bar further to reap new rewards. It will give you the tools to make a difference to your organisation's social media strategy development and delivery going forward. In addition it will also give you more intellectual support and confidence to discuss social media on a higher level with peers, inspire colleagues or negotiate and create support for increased investments from your leadership team. In "The Social Media MBA", editor Christer Holloman has crowd sourced 15 thought leaders from 4 continents to offer an exceptional educational programme written for experienced social media professionals just like you. In addition, learn through cases studies produced by the social leaders at these brands: ARM by Kerry McGuire Balanza - Director of Strategic Marketing; 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 - Brand Marketing Manager; Kodak by Madlen Nicolaus - Social Media Manager; Phillips by Hans Notenboom - Global Director; and, B2B Online Sage by Cath Sheldon - Online PR Specialist. There is more, connect with the co-authors and other readers by joining "The Social Media MBA" Alumi group, visit our associated website or search the group on LinkedIn to stay updated on the latest, ask questions or join the discussions.

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 Highly Influential 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

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