Book Description
Brands that thrive and profit from employee
and customer empowerment generate significantly greater awareness
and revenues, while also decreasing the costs of marketing,
selling, and customer service. However, employees must engage in
public, real-time conversations. And most people are not
professional communicators.
Achieving those outcomes requires new
skills, business processes, governance, measurement, and
infrastructure. In addition, leaders must learn new ways of
managing risk, while helping employees build and manage external
relationships in real time. Now, in The Most Powerful Brand
on Earth, social business pioneers Chris Boudreaux and
Susan Emerick help you successfully manage all these changes.
Drawing on their experience leading social media transformations at
IBM and other top companies, they present frameworks and case
studies from key innovators that show how to
-Leverage the surprising dynamics of online influence
-Plan, execute, and manage the development of key relationships
-Measure outcomes and performance in effective and useful ways
-Resolve crucial security, privacy, and regulatory issues that arise when others represent you online
-Gain crucial support from leaders, participants, and other stakeholders
-Empower the people and teams you attract, hire, and support
-Navigate cultural and process changes that will make or break your program
-Preview trends that will shape your social empowerment programs in coming years
Table of Contents
- About This eBook
- Title Page
- Copyright Page
- Praise for The Most Powerful Brand on Earth
- Dedication Page
- Contents
- Preface
- Acknowledgments
- About the Authors
- 1. Web of Trust: The Case for the Social Work Force
- 2. Help Your People Do Well
- 3. Influence: It’s Complicated
- 4. The Power to Sway: Helping Employees Build Advocacy Online
- 5. You Will Measure New Things in New Ways
- 6. Safety and Security
- 7. How to Begin
- 8. Build Your Team
- 9. Manage the Journey
- 10. The Future of the Social Work Force
- Index