Weber Everywhere

Comprehensive Digital Business Strategy for the Social Media Era
1. Auflage 2011
ISBN: 978-1-118-01629-9
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 272 Seiten, E-Book

Put digital business strategy at the center of your business
Welcome to the social media age. Although its impact was firstfelt in the marketing department, the social web is spreadingacross all business functions, impacting the way they communicate,operate, organize, and create value. A comprehensive digitalstrategy is essential for businesses hoping to build this new formof competitive advantage.
Everywhere explains how to put your digital strategy atthe center of how your organization communicates, operates,organizes itself, and creates value.
* Develop a comprehensive digital strategy for yourorganization
* Put your online business strategy at the center of yourcustomer's experience, and at the heart of everything you do
* Larry Weber's W2 Group is helping companies like Sony, IBM,Harvard Pilgrim Health Care, and the government of Rwanda, craftnew online business strategies
The Web is not just another marketing channel. Put social media,email, Web, and other digital interactions Everywhere inyour business, and make digital business strategy the heart of yourthriving enterprise.

Autoren/Hrsg.

Weber, Larry

Inhaltsverzeichnis

Acknowledgments.
Preface.
Introduction.
PART I: THE EVOLVING SOCIAL WEB.
Chapter One: The Social Enterprise: A New Source of CompetitiveAdvantage.
PART II: ON BECOMING A SOCIAL ENTERPRISE.
Chapter Two: Toward a Comprehensive Digital BusinessStrategy.
Chapter Three: Building Enterprise-Wide EngagementCapability.
Chapter Four: Developing a Digitally Driven Company: Culture,Structure, and Leadership.
PART III ACROSS THE BUSINESS UNIVERSE.
Chapter Five: Marketing, Sales, and Service, Step 1: OrganizeAround Customer Engagement.
Chapter Six: Marketing, Sales, and Service, Step 2: Conversewith Your Customers.
Chapter Seven: Innovation: Commit to Openness, Speed, andCrowds.
Chapter Eight: Strategy Execution: Capitalize on What YourOrganization Already Knows.
Chapter Nine: Human Capital: Expect Real-Time Resumes and Createa Twenty-First CenturyWorkplace.
PART IV THE FUTURE OF THE SOCIAL ENTERPRISE.
Chapter: Ten Next.
Notes.
Index.

Über Autor(innen)

LARRY WEBER is the author of Marketing to the Social Web (Wiley) and chairman of W2 Group, a digital ecosystem of marketing services companies that includes Digital Influence Group, a full-service digital marketing agency that is social media at its core, and Racepoint Group, a global public relations agency. Weber previously founded Weber Shandwick, the world's largest PR firm. He is the cofounder and Chairman of the Board of Directors of the Massachusetts Innovation & Technology Exchange, the largest interactive advocacy organization in the world.