The Social Employee: How Great Companies Make Social Media Work
1st EditionISBN10: 0071816410
ISBN13: 9780071816410
Copyright: 2014
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The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
Program Details
Contents
foreword by david C. edelman vii
introduction xi
part I Weathering a Sea Change 1
Chapter 1 The New Normal—Even Change Is Changing 3
Chapter 2 The Blue Focus Marketing® Social Employee
Möbius ModelTM 15
Chapter 3 Brands Under Pressure 27
Chapter 4 The Social Employee—Lines Blur Between
Brands, Employees, and Customers 37
PART II How Great Companies Build
Social Cultures 51
Chapter 5 IBM—Making Connections One Employee
at a Time 53
Chapter 6 How Adobe Manages Social Media Using Guardrails 77
Chapter 7 How Dell Learned to SMaC-U into Social
Success 97
Chapter 8 How Cisco Built a Powerful Employee Network 117
Chapter 9 How the Southwest Way Creates Competitive
Advantage 135
Chapter 10 AT&T: B2B Social Networking at Its Best 155
Chapter 11 How Acxiom and Domo Are Leading the Charge 159
PART III Recalculating Your Route 171
Chapter 12 How Social Executives Drive Brand Value 173
Chapter 13 Finding Education in the Social University 191
Chapter 14 Building Communities of Shared Interest 201
Chapter 15 How Content Marketing Empowers Social Employees 213
Chapter 16 The Blue Focus Marketing 10 Commandments of
Brand Soul 229
Afterword by Kevin Randall 237
Glossary 241
Notes 251
Acknowledgments 257
Index 261
Contents
foreword by david C. edelman vii
introduction xi
part I Weathering a Sea Change 1
Chapter 1 The New Normal—Even Change Is Changing 3
Chapter 2 The Blue Focus Marketing® Social Employee
Möbius ModelTM 15
Chapter 3 Brands Under Pressure 27
Chapter 4 The Social Employee—Lines Blur Between
Brands, Employees, and Customers 37
PART II How Great Companies Build
Social Cultures 51
Chapter 5 IBM—Making Connections One Employee
at a Time 53
Chapter 6 How Adobe Manages Social Media Using Guardrails 77
Chapter 7 How Dell Learned to SMaC-U into Social
Success 97
Chapter 8 How Cisco Built a Powerful Employee Network 117
Chapter 9 How the Southwest Way Creates Competitive
Advantage 135
Chapter 10 AT&T: B2B Social Networking at Its Best 155
Chapter 11 How Acxiom and Domo Are Leading the Charge 159
PART III Recalculating Your Route 171
Chapter 12 How Social Executives Drive Brand Value 173
Chapter 13 Finding Education in the Social University 191
Chapter 14 Building Communities of Shared Interest 201
Chapter 15 How Content Marketing Empowers Social Employees 213
Chapter 16 The Blue Focus Marketing 10 Commandments of
Brand Soul 229
Afterword by Kevin Randall 237
Glossary 241
Notes 251
Acknowledgments 257
Index 261
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