The social media MBA : your competitive edge in social media strategy development & delivery /
Christer Holloman ; co-authors, Eb Adeyeri ... [et al.].
imprint
Chichester, West Sussex, U.K. ; Hoboken, N.J. : Wiley, 2012.
description
x, 265 p. : ill. ; 24 cm.
ISBN
9781119963233
format(s)
Book
Holdings
More Details
added author
imprint
Chichester, West Sussex, U.K. ; Hoboken, N.J. : Wiley, 2012.
isbn
9781119963233
general note
Includes index.
Machine generated contents note: Preface 5 Part I. Foundation 8 1. Quick Recap 9 2. Bridging The Social Media Gap 18 Part II. Strategy Development 28 3. Inspiring And Facilitating Creativity 29 4. The Rise Of Branded Content 36 5. Power Of Integration 44 6. Intent Is The New Demographic 55 7. Targeting The Easily Influenced Not The Highly Influential 64 Part III. Strategy Delivery 74 8. Your Best Advocates 75 9. The Profit Manifesto 83 10. Social Media Business Engineering 94 11. Power Struggles Of The Advocate Age 105 Part IV. Case Studies 116 12. ARM 117 13. Aviva 120 14. Dell 123 15. Evans Cycles 126 16. GlaxoSmithKlein 129 17. Kodak 132 18. Phillips 136 19. Sage 139 Part V. Future 143 20. The Ethnocentric Bias 144 21. One Digital Dragons, Elephants and Tigers 153 22. Design Thinking and Social Media 164 23. God Technology 173 Conclusion 180 Biographies 182 .
abstract
"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"--
catalogue key
8560964
A Look Inside
Excerpts
Flap Copy
Holloman is frequently hired as a strategic consultant and inspirational speaker by organizations that want to grow existing, or explore new, business opportunities online. His background is 15 years experience as a serial entrepreneur and intrapreneur; advising, starting, funding, developing and selling B2C and B2B companies as well as launching new products and services within existing businesses in both North America and Europe. Holloman blogs weekly for Sky News about technology trends and is the chairman of First Tuesday UK, a 10,000+ members strong network of high growth technology companies and their investors. Europes largest regional newspaper The Evening Standard named Holloman one of London's most influential individuals. For more information please visit http://www.holloman.info or to discuss possible consulting roles or speaking engagements email him directly: contact@holloman.info .
Flap Copy
Holloman is frequently hired as a strategic consultant and inspirational speaker by organizations that want to grow existing, or explore new, business opportunities online. His background is 15 years experience as a serial entrepreneur and intrapreneur; advising, starting, funding, developing and selling B2C and B2B companies as well as launching new products and services within existing businesses in both North America and Europe. Holloman blogs weekly for Sky News about technology trends and is the chairman of First Tuesday UK, a 10,000+ members strong network of high growth technology companies and their investors. Europes largest regional newspaper The Evening Standard named Holloman one of London's most influential individuals. For more information please visit http://www.holloman.info or to discuss possible consulting roles or speaking engagements email him directly: contact@holloman.info.
Reviews
Review Quotes
Standalone, easy-to-read chapters with a clear structure.' (CPO Agenda, April 2012) 'Written with clear experience, bringing a new perspective to an older subject.' (Professional Manager, May 2012)
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Main 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 organization'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 case studies produced by the social leaders at these brands: Book jacket.
Main Description
In essence, the book will help business professionals that already know and work with social media to take their knowledge to the next level ... to become experts within their organizations. It is aimed not just marketers but at every decision maker in the organization: CEO, CTO, Product Director, Sales Director. Armed with the tools of this book they will be able to understand how to: Make Social Media part of the company's DNA Justify increased spend on Social Media Get how others are creating success via Social Media Know what the future holds for Social Media Readers can ensure they are using social media channels appropriately, and with purpose: They will be able to understand the change that social media brings to the traditional flow of an organization and learn how to form a strategy to prepare for change and how to roll out Social Media strategies for the entire organization (including "ten tips to point the way") They will understand the impact and ROI of Social Media on the organization, and how to develop a business case for investment They will draw insights on cultural and linguistic challenges of Social Media The contributions from the 18 Social Media experts bring an enormous breadth of practical, hands-on experience to the topic area. Each chapter offers key learning points and take outs that will make this a must have "how to book" for any business person wanting to raise their game in Social Media.
Library of Congress Summary
"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"--
Bowker Data Service Summary
Including contributions from 18 social media experts, this book helps business professionals to take their knowledge to the next level and create success by utilizing many social media outlets.
Long 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
Prefacep. vii
Foundationp. 1
Quick Recapp. 3
Bridging the Social Media Gapp. 15
Strategy Developmentp. 27
Inspiring and Facilitating Creativityp. 29
The Rise of Branded Contentp. 39
Power of Integrationp. 49
Intent is the New Demographicp. 63
Targeting the Easily Influenced Not the Highly Influentialp. 75
Strategy Deliveryp. 89
Your Best Advocatesp. 91
The Profit Manifestop. 101
Social Media Business Engineeringp. 117
Power Struggles of the Advocate Agep. 131
Case Studiesp. 145
ARMp. 147
Avivap. 153
Dellp. 157
Evans Cyclesp. 163
GlaxoSmithKlinep. 167
Kodakp. 173
Royal Philips Electronicsp. 179
Sagep. 185
The Futurep. 191
The Ethnocentric Biasp. 193
Digital Dragons, Elephants and Tigersp. 205
Design Thinking and Social Mediap. 221
God Technologyp. 235
Conclusionp. 245
Biographiesp. 247
Indexp. 259
Table of Contents provided by Ingram. All Rights Reserved.

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