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

Released February 2012
Publisher(s): Wiley
ISBN: 9781119963233

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Book description

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 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 http://www.socialmedia-mba.com or search or the group on LinkedIn to stay updated on the latest, ask questions or join the discussions.

Table of contents

  1. Cover
  2. Title page
  3. Copyright page
  4. PREFACE
    1. Why I created this book
    2. How I created it
    3. Structure
  5. Part I: Foundation
    1. Chapter 1 QUICK RECAP
      1. In short
      2. Overview
      3. 1. Recognize change
      4. 2. Make a deal with your employees to eliminate FUD
      5. 3. Be where your customers are
      6. 4. Listen
      7. 5. Permit not prohibit
      8. Roundup
    2. Chapter 2 BRIDGING THE SOCIAL MEDIA GAP
      1. In short
      2. Overview
      3. 1. Determine who the social media spokespeople are
      4. 2. Give them a safety net
      5. 3. Empower them to get the job done
      6. Roundup
  6. Part II: Strategy Development
    1. Chapter 3 INSPIRING AND FACILITATING CREATIVITY
      1. In short
      2. Overview
      3. What is creativity?
      4. Setting the creative boundaries
      5. Getting socially creative
      6. The creative mindset
      7. Getting into the groove
      8. From the drawing board to making it happen
      9. Having fun
      10. Roundup
    2. Chapter 4 THE RISE OF BRANDED CONTENT
      1. In short
      2. Overview
      3. What do we mean when we speak of content?
      4. Explosion in consumption habits
      5. Content wasn’t always such a foreign approach
      6. New mechanics of distribution
      7. An example: Kanon Vodka
      8. Best practices
      9. Roundup
    3. Chapter 5 POWER OF INTEGRATION
      1. In short
      2. Overview
      3. Why I care about this topic
      4. The shift – in a nutshell
      5. The blind men – aka our training and backgrounds
      6. How it all fits together
      7. Roundup
    4. Chapter 6 INTENT IS THE NEW DEMOGRAPHIC
      1. In short
      2. Overview
      3. What’s wrong with the traditional demographics-based planning model?
      4. Why intent?
      5. Intent as the new demographic
      6. So how do I find out about intent?
      7. Digital marketing and intent
      8. Roundup
    5. Chapter 7 TARGETING THE EASILY INFLUENCED NOT THE HIGHLY INFLUENTIAL
      1. In short
      2. Overview
      3. Why the easily influenced may be more important than influential
      4. The traditional influencer model
      5. Influencer versus network structure
      6. Thresholds and decision making
      7. Diffusion and the spread of information
      8. SIR model and the spread of epidemics
      9. Contagion is not persuasion
      10. Lowering thresholds
      11. Conclusion
      12. Roundup
  7. Part III: Strategy Delivery
    1. Chapter 8 YOUR BEST ADVOCATES
      1. In short
      2. Overview
      3. Marketing
      4. Conversations
      5. Staff networks
      6. Culture
      7. Competence
      8. When things go wrong
      9. Benefits
      10. Roundup
    2. Chapter 9 THE PROFIT MANIFESTO
      1. In short
      2. Overview
      3. What is return on investment?
      4. Here is a ten point check list to understand your ROI
      5. Roundup
    3. Chapter 10 SOCIAL MEDIA BUSINESS ENGINEERING
      1. In short
      2. Overview
      3. Social media industry life cycle
      4. Social business
      5. Social business strategies
      6. Roundup
      7. Acknowledgements
    4. Chapter 11 POWER STRUGGLES OF THE ADVOCATE AGE
      1. In short
      2. Overview
      3. The “bad” news
      4. The good news
      5. The advocate opportunity
      6. VIIPs, QIIPs and LIIPs
      7. Brand mutualization, fatigue and Generation S
      8. Roundup
  8. Part IV: Case Studies
    1. Chapter 12 ARM
      1. The author
      2. The company
      3. Our social media strategy
      4. A recent social media success story
      5. Kerry’s best advice
    2. Chapter 13 AVIVA
      1. The author
      2. The company
      3. Our social media strategy
      4. Recent social media success story
      5. Jan’s best advice
    3. Chapter 14 DELL
      1. The author
      2. The company
      3. Our social media strategy
      4. The evolution of listening
      5. Most recent success story: social media ground control
      6. Stuart’s best advice
    4. Chapter 15 EVANS CYCLES
      1. The author
      2. The company
      3. Our social media strategy
      4. A recent social media success story
      5. Will’s best advice
    5. Chapter 16 GLAXOSMITHKLINE
      1. The author
      2. The company
      3. Our social media strategy
      4. Recent social media success story
      5. Verity’s best advice
    6. Chapter 17 KODAK
      1. The author
      2. The company
      3. Our social media strategy
      4. A recent social media success story
      5. Campaign objective
      6. Madlen’s best advice
    7. Chapter 18 ROYAL PHILIPS ELECTRONICS
      1. The author
      2. The company
      3. Our social media strategy
      4. Recent social media success story
      5. Hans’ best advice
    8. Chapter 19 SAGE
      1. The author
      2. The company
      3. Our social media strategy
      4. Recent social media success story
      5. Cath’s best advice
  9. Part V: The Future
    1. Chapter 20 THE ETHNOCENTRIC BIAS
      1. In short
      2. Overview
      3. Key characteristics of the current discussion
      4. Asia’s social media scene
      5. Leadership and the path forward
      6. Roundup
    2. Chapter 21 DIGITAL DRAGONS, ELEPHANTS AND TIGERS
      1. In short
      2. Overview
      3. The absolute triumph of social media in Asia
      4. The unique story of microblogging in China
      5. The incredible dominance of social gaming and online dating in Asia
      6. The local, entrenched, international, evolving experience
      7. Diving deeper into Asian markets
      8. Asia, the future – charting a course ahead
      9. New forms of digital storytelling in Asia – data visualization
      10. Roundup
    3. Chapter 22 DESIGN THINKING AND SOCIAL MEDIA
      1. In short
      2. Overview
      3. Management strategy meets social media strategy
      4. Design thinking to develop your social media strategy
      5. Shimano applies design thinking
      6. Roundup
    4. Chapter 23 GOD TECHNOLOGY
      1. In short
      2. Overview
      3. Omniscient
      4. Omnipresent
      5. Omnibenevolent
      6. Omnipotent
      7. Immortal
      8. Technology
      9. From God to social media
      10. The real challenge is relevance
      11. Roundup
  10. CONCLUSION
  11. BIOGRAPHIES
  12. Index

Product information

  • Title: The social media MBA: Your Competitive Edge in Social Media Strategy Development & Delivery
  • Author(s):
  • Release date: February 2012
  • Publisher(s): Wiley
  • ISBN: 9781119963233