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A World Gone Social

Book Description

The Social Revolution's impact on the business world cannot be over-estimated. Like the meteor that likely precipitated the end of the dinosaurs, Social is the catalyst in an extinction event--and business as we know it has changed forever. A World Gone Social offers an eye-opening look at fundamental and powerful changes the social collaboration era has set in motion: ● Customers now have the power--just watch what happens as more realize it! ● With increased transparency, businesses must be more ethical--no more pretending ● Command-and-control leadership is now so inefficient, it is a liability ● Nimble and small is the new competitive advantage--few corporations are capable of the agility required by evolving marketplaces ● Recruiting is now a two-way proposition, with job seekers able to peer behind the corporate curtain ● Relationship and community-building is how customers and brand ambassadors are won--and retained ● Engagement--with partners, employees, and customers--is not a luxury; it is a requirement. Each chapter provides compelling stories and concrete examples of companies demonstrating enlightened business practices and doing Social right--and some that are not--and the lessons to be learned from their experiences. Finally, readers will discover how to objectively assess the fit ness of their own company's culture and social presence...so they may successfully transition from a 20th- to a 21st-century "social" organization.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Foreword by Peter Aceto, CEO, Tangerine
  6. Introduction
  7. SECTION I
    1. CHAPTER 1 | Welcome to the Social Age
      1. They’re Missing Something. Something Big
      2. The Social Leader
      3. Welcome to the Social Age
      4. Industrial Age vs. Social Age
      5. Social Isn’t All Roses and Rainbows
      6. Stan Phelps’s Purple Goldfish
    2. CHAPTER 2 | The Customer Holds All the Cards
      1. A Precedent Set: United Breaks Guitars
      2. Burning Money
      3. Too Fat to Fly Southwest
      4. The Amplifier Only Gets Louder
      5. Not So Fast . . .
      6. Lesson Learned, Thank You, BofA
      7. How Do You Use the Social Media Hammer?
    3. CHAPTER 3 | The Social Employee: Good, Bad, and Way Past Ugly
      1. The Good: A New Voice
      2. The Dedicated Amplifiers
      3. Tweets Gone Bad: Beware the Virtual Lynch Mob
      4. How Far Is Too Far?
      5. Rogue Tweeters: Way Past Ugly
    4. CHAPTER 4 | The Evolution of Social Recruiting
      1. Social Recruiting: Disrupter
      2. The Résumé Black Hole
      3. What Is Social Recruiting?
      4. How Is This More Human?
      5. Beware the Social Recruiting Puritans
      6. Is Social Recruiting a Dinosaur Killer?
      7. Why Does Social Recruiting Really Work?
      8. Employee Referrals = Recruiting Gold Mine
      9. Social Recruiting on Steroids
      10. What Is the ROI of Social Recruiting?
    5. CHAPTER 5 | The Engagement Era
      1. It All Starts with the Employees
      2. What Used to Be Considered Engagement
      3. Engagement Was Always a Top-Down Leadership Issue
      4. Social as Ears, Eyes, and Mouth
      5. Can Social Help You Out-Zappos Zappos?
    6. CHAPTER 6 | It Takes a Community
      1. The Power of Community
      2. Leading in the Engagement Era: Through Community
      3. Advocates, Champions, and Ambassadors
      4. Drama Queens, Divas, and Those Pesky Trolls
      5. If Only Trolls Were the Only Problem
      6. What Is the ROI on “Community”?
  8. SECTION II
    1. CHAPTER 7 | The Death of Large
      1. Those Unwilling to Change Will Cease to Exist
      2. Agrarian to Industrial
      3. Is the Industrial Century Behind Us?
      4. We’re Already Surrounded by “Nano”
      5. Can Your Company Innovate This Fast?
      6. The Perfect Killer App
      7. Go Nano or Go Home
      8. We Repeat: Not All Roses and Rainbows
      9. The Death of Large Is More Than Speculation
      10. Hence, the Death of Large
    2. CHAPTER 8 | Flat: The New Black?
      1. What If Every Employee Made Big Decisions?
      2. From Zombie Slaying to Tomato Processing
      3. Can Flat Scale?
      4. Flat: More Than Just an Intriguing Concept?
      5. Employees Perform Better in Flat Organizations
      6. Change Is the Result of Insurmountable Market Pressure
      7. How Do You Flatten Hierarchies?
      8. Going Flat Can Hurt
      9. First, Go Flatter . . . Then a Little Flatter
      10. Flat Will Be the New Black
    3. CHAPTER 9 | The OPEN Challenge (Ordinary People, Extraordinary Network)
      1. OPEN: Ordinary People | Extraordinary Network
      2. Six Degrees of Separation Is Down to Two
      3. So, Are Experts Obsolete?
      4. Tapping the Power of OPEN
      5. OPEN Experience, Nano Operations
      6. Crafting Your Own Constellation Through OPEN
      7. The Social Age Holy Grail: OPEN Within OPEN
      8. Ready to Thrive?
  9. SECTION III
    1. CHAPTER 10 | The Social Leader: A Blue Unicorn?
      1. A Leader Could Learn . . . a Lot
      2. How Social Is Your CEO?
      3. Beware the Insincere Social Leader
      4. What If This Just Isn’t You (Yet)?
      5. The Very Real Sense of Urgency
      6. The Power of the Social Leader
      7. Who’s Social Now?
      8. 100 CIOs in One Hour
      9. Getting Up to Speed
      10. Have We Got a Two-Day Course for You!
      11. Beware of Charlatans, Gurus, and Ninjas
      12. If This CEO Can Find the Time . . .
    2. CHAPTER 11 | Building a World-Class Team for the Social Age
      1. How Ready Is Your Organization for OPEN?
      2. Look Inside: The Power of Internal Champions
      3. What Is Your Current Employer Brand?
      4. The Worst Kind of Hypocrisy
      5. Emulation Is Good. Action Is Better
      6. The Critical Role of a Community Manager
      7. So Social Recruiting Is That Easy?
      8. Building Teams Around Culture
    3. CHAPTER 12 | In the Social Age, Customer Experience Comes First
      1. Do You Make, Sell, or Serve?
      2. Customer Service Is a Leadership Issue
      3. Who Leads by Example?
      4. “Do You Tweet?”
      5. Can Social Save a Crappy Brand?
      6. Building a Culture of Service
      7. How to Win the Culture Game
      8. Barely Scratching the Surface
    4. CHAPTER 13 | And Stop Calling Me “Social Media Marketing”!
      1. Social Media Marketing Is . . . Marketing
      2. Trust Is the New Currency
      3. A Nontrust Story
      4. The Power of Content
      5. How Content Marketing Really Works
      6. Content Marketing Worthy of Emulation
      7. Can You Capitalize on CM Without a Blog?
      8. If You Write a Blog, and No One Reads It . . .
      9. Schedule—But Never Fail to Engage
      10. Show Some Face
      11. Take “Personal” to the Next Level
      12. The Social Sanity Check
      13. Bank of America’s Epic Automessage Fail
      14. Respected Resources
      15. Does Social Media Marketing Actually Work?
  10. SECTION IV
    1. CHAPTER 14 | Investing in Social: Is What You See Real?
      1. What Is the ROI on Social Media?
      2. What Is the ROI on Your Mother?
      3. But Does SMMS Measure ROI?
      4. The Social Circle of Life
      5. Mobile Is a Fait Accompli
      6. The Cloud
      7. Big Data
      8. Making the Turn: Analytics
      9. SAP Is Not Alone
      10. The Circle Is Complete
      11. Leveraging the Social Circle of Life
      12. Social Is the First Wave
    2. CHAPTER 15 | The Future of Business in a World Gone Social
      1. A Social Wish List
      2. OPEN Collaboration Will Become the Norm
      3. Consumerism in 3D
      4. Digital Sharecropping Will Become a Global Issue
      5. Social Media Fatigue Will Become a Real Issue
      6. Social Chaos Will Reign
      7. The Rebel Heretics
      8. This Is Not the Final Thought on A World Gone Social
  11. References
  12. Index
  13. About the Authors
  14. Free Sample Chapter from Marketing to Millennials by Jeff Fromm and Christie Garton