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The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter and More Social

Book Description

The social web has changed the way we do business forever

The future of your company is not in measured, considered responses and carefully planned initiatives. Business today is about near-instantaneous response. About doing the best you can with extremely limited information. About every customer being a reporter, and every reporter being a customer. About winning and losing customers in real-time, every second of every day. About a monumental increase in the findable commentary about our companies.

Having the time and information required to make a considered business decision is a luxury - a luxury that's quickly facing extinction. Yet business hasn't adapted to this evolution. And adapt you must.

This book isn't about how to "do" social media. Instead, The Now Revolution outlines how you must retool your organization to make real-time business work for you rather than against you. Read about seven shifts that will help you make your company faster, smarter, and more social:

  • Engineer a New Bedrock

  • Find Talent You Can Trust

  • Organize your Armies

  • Answer the New Telephone

  • Emphasize Response-Ability

  • Build a Fire Extinguisher

  • Make a Calculator

The Now Revolution is pushing you to adapt the way you do business, from the inside out. It impacts your organization culturally, operationally, and functionally. This book is your guide to making the changes you need, and to harnessing the potential of this new communication era.

Table of Contents

  1. Copyright
  2. Acknowledgments
  3. Introduction
    1. Welcome to the Now Revolution
    2. Get More Than You Bargained For
      1. The Death of Asynchronous Business
        1. Verification
        2. Contemplation
        3. Coordination
        4. Privacy
        5. Expectations
      2. Change Forces Response
      3. Activate Your Adaptation
  4. 1. Engineer a New Bedrock
    1. 1.1. What You're Made Of: Harnessing Intent
    2. 1.2. We, The People
    3. 1.3. Ritz-Carlton's Culture in Action
    4. 1.4. Real-Time Leadership
    5. 1.5. 5 Attributes of a Healthy Real-Time Culture
      1. 1.5.1. Solidarity
      2. 1.5.2. Demonstrated Trust
      3. 1.5.3. Laboratories and Feedback Loops
      4. 1.5.4. Diversity of Individuals and Ideas
      5. 1.5.5. Reward Systems
    6. 1.6. Shields Up: Cultural Roadblocks to Social Media
      1. 1.6.1. Fear
      2. 1.6.2. Blame
      3. 1.6.3. Change
    7. 1.7. Assessing Your Company Culture
    8. 1.8. Righting the Ship: Guiding Culture Shift and Adaptation
      1. 1.8.1. Assessing the State of Now
      2. 1.8.2. Building Consensus and Drawing Maps
      3. 1.8.3. Changing Behavior
    9. 1.9. Getting It Done: Engineering a New Bedrock
  5. 2. Find Talent You Can Trust
    1. 2.1. A Purposeful Team
      1. 2.1.1. Grassroots Doesn't Scale
      2. 2.1.2. Silos Are Invisible
      3. 2.1.3. All Roads Lead to Customer Experience
    2. 2.2. A New Approach to Hiring
      1. 2.2.1. LinkedIn Profile
      2. 2.2.2. Blogs and Online Portfolios
      3. 2.2.3. Facebook
      4. 2.2.4. Twitter
      5. 2.2.5. Search Engines
    3. 2.3. Personal Characteristics and Traits
      1. 2.3.1. Curiosity
      2. 2.3.2. Enthusiasm
      3. 2.3.3. Innovation
      4. 2.3.4. Motivation
      5. 2.3.5. Collaboration
      6. 2.3.6. Translation
      7. 2.3.7. Humility
      8. 2.3.8. Diplomacy
      9. 2.3.9. Connectivity and Awareness
    4. 2.4. Skill Sets: The Rise of the Generalist
      1. 2.4.1. Business Process/Planning and Analysis
      2. 2.4.2. Social Media Anthropology and Participation
      3. 2.4.3. Hedgehog Management
      4. 2.4.4. Customer or Client Mind-set
      5. 2.4.5. Written Communication Skills
    5. 2.5. Connected Talent and Mutual Value
    6. 2.6. The New Organizational Chart of Now
      1. 2.6.1. New Roles
      2. 2.6.2. New Responsibilities
        1. 2.6.2.1. Brand Immersion and Representation
        2. 2.6.2.2. Success Metrics
        3. 2.6.2.3. Listening
        4. 2.6.2.4. Internal Wiring and Story Harvesting
        5. 2.6.2.5. Engagement
    7. 2.7. A Note on Butts in Seats
    8. 2.8. Immersion and Education
      1. 2.8.1. The Cultural Manifesto
      2. 2.8.2. Codes of Conduct
      3. 2.8.3. The Company Network
      4. 2.8.4. The Toolbox
    9. 2.9. Motivation
    10. 2.10. So Long, Farewell: Preparing for Departures
    11. 2.11. Getting There: Finding Talent You Can Trust
  6. 3. Organize Your Armies
    1. 3.1. So, Who Owns This Stuff?
    2. 3.2. Staying Flexible
    3. 3.3. The Game Plan: Building Integrated Social Media Teams
      1. 3.3.1. The Coaching Staff
        1. 3.3.1.1. Creating a Game Plan
      2. 3.3.2. The Players: Getting into the Game
        1. 3.3.2.1. Information Gatherers
        2. 3.3.2.2. Frontline Responders
      3. 3.3.3. The Booth
    4. 3.4. Broadening Your Horizons
      1. 3.4.1. Lead Generation and Social Anthropologist
      2. 3.4.2. Social Business Development
      3. 3.4.3. Social Customer Service
      4. 3.4.4. Internal Community Manager
      5. 3.4.5. Social Experience Designers and Content Managers
      6. 3.4.6. Social Logistics/Operations Managers
      7. 3.4.7. Analysts
    5. 3.5. Build Your Unofficial Marketing Team
    6. 3.6. Establishing Social Media Guidelines
      1. 3.6.1. Social Media Policies and Guidelines: The Contents
    7. 3.7. Where Does Our Agency Fit?
      1. 3.7.1. Finding the Right Agency
    8. 3.8. Social Media Training and Optimization
    9. 3.9. Getting There: Organizing Your Armies
  7. 4. Answer the New Telephone
    1. 4.1. The Social Phone is Ringing
    2. 4.2. What We Mean by Listening
      1. 4.2.1. Passive Versus Active Listening
      2. 4.2.2. Listening for What?
        1. 4.2.2.1. Brand
        2. 4.2.2.2. Competition
        3. 4.2.2.3. Industry Discussion
    3. 4.3. Opening a Channel
      1. 4.3.1. As-Needed Alerts
      2. 4.3.2. Free Social Media Monitoring Software
      3. 4.3.3. Paid Social Media Monitoring Software
    4. 4.4. Listening Intersections
      1. 4.4.1. Sales: Listening for Expressed Need
      2. 4.4.2. Marketing and Public Relations: Speaking the Right Language
      3. 4.4.3. Customer Service
      4. 4.4.4. Research and Development: The Idea Engine
      5. 4.4.5. Human Resources: Recruiting and Retaining Talent
      6. 4.4.6. Executives and Management: State of the Union
    5. 4.5. Listening Models
      1. 4.5.1. Level 1 Listening
      2. 4.5.2. Level 2 Listening
      3. 4.5.3. Level 3 Listening
    6. 4.6. Getting There: Answering the New Telephone
  8. 5. Emphasize Response-Ability
    1. 5.1. Follow the Humanization Highway
      1. 5.1.1. Ignoring
      2. 5.1.2. Listening
      3. 5.1.3. Responding
      4. 5.1.4. Participating
        1. 5.1.4.1. Corporate Blog
        2. 5.1.4.2. Category Blog
        3. 5.1.4.3. Invent a Topic Blog
      5. 5.1.5. Storytelling
    2. 5.2. Be Tools Agnostic
    3. 5.3. Internal Social Media: Pulling on the Same Rope
      1. 5.3.1. E-mail
      2. 5.3.2. Status Updates
      3. 5.3.3. Micro-Blogs
      4. 5.3.4. Facebook and LinkedIn Groups
      5. 5.3.5. Blogs
      6. 5.3.6. Wikis and Social Collaboration Platforms
      7. 5.3.7. Take It Outside
    4. 5.4. Fueling the Engine: How You Engage
      1. 5.4.1. Pick a Team, Any Team
        1. 5.4.1.1. Blog Team
        2. 5.4.1.2. Blog Commenting Team
        3. 5.4.1.3. Facebook Team
        4. 5.4.1.4. LinkedIn Team
        5. 5.4.1.5. Twitter Team
      2. 5.4.2. Other Teams
      3. 5.4.3. Story Harvesting
      4. 5.4.4. In Your Own Words
      5. 5.4.5. Sticks and Stones
      6. 5.4.6. Keep Your Story Straight
    5. 5.5. Faster! When You Engage
    6. 5.6. The Opportunity Economy: Why You Engage
      1. 5.6.1. Opportunities via Geography
      2. 5.6.2. Opportunities Via Inquiry
      3. 5.6.3. Opportunities Via Context
    7. 5.7. Getting There: Emphasizing Response-Ability
  9. 6. Build a Fire Extinguisher
    1. 6.1. A Mountain Out of a Mole Hill
    2. 6.2. The Importance of Life Preservers
      1. 6.2.1. Holding Binoculars
      2. 6.2.2. One Man's Crisis Is Another's Annoyance
      3. 6.2.3. Sounding the Alarm
    3. 6.3. Social Media Crisis Management: Eight Components to Recovery
      1. 6.3.1. Acknowledge the Crisis
      2. 6.3.2. Fight Social Media Fire with Social Media Water
      3. 6.3.3. Be Sorry
      4. 6.3.4. Create an FAQ
      5. 6.3.5. BP and FAQs
      6. 6.3.6. Build a Pressure Relief Valve
      7. 6.3.7. Know When to Take It Offline
      8. 6.3.8. Arm Your Army
      9. 6.3.9. Learn Your Lessons
    4. 6.4. Getting There: Build a Fire Extinguisher
  10. 7. Make a Calculator
    1. 7.1. One Equals One
    2. 7.2. Measure Ability
    3. 7.3. Caution, Paradox Ahead
    4. 7.4. Goals First, KPI Second
    5. 7.5. Create Awareness
      1. 7.5.1. Do You Have Access to Web Analytics Data?
        1. 7.5.1.1. Traffic from Social Outposts
        2. 7.5.1.2. New Site Visitors
        3. 7.5.1.3. Inbound Links
      2. 7.5.2. Are You Creating Content and Either Participating or Storytelling?
        1. 7.5.2.1. Content Views
      3. 7.5.3. Is There Existing Social Chatter About You?
        1. 7.5.3.1. Social Mentions
        2. 7.5.3.2. Search Volume
      4. 7.5.4. Do You Have Competitors Active in Social Media?
        1. 7.5.4.1. Share of Voice
        2. 7.5.4.2. Share of Search
      5. 7.5.5. Are You Using Twitter as a Social Media Tactic?
        1. 7.5.5.1. Klout Score
    6. 7.6. Drive Sales
      1. 7.6.1. Do You Have Access to Customer and Prospect Names and E-Mail Addresses?
        1. 7.6.1.1. Social Connectivity of Customers and Prospects
      2. 7.6.2. Do You Have Access to Web Analytics Data?
        1. 7.6.2.1. Views of Sales-Oriented Content
      3. 7.6.3. Can You Create Coupons or Special Offers?
        1. 7.6.3.1. Redemption of Social Media-Only Offers
        2. 7.6.3.2. Social Media-Only Offer Clicks
      4. 7.6.4. Is There Existing Social Chatter About You?
        1. 7.6.4.1. Sales Conversations
    7. 7.7. Build Loyalty
      1. 7.7.1. Do You Have Access to Customer and Prospect Names and E-Mail Addresses?
        1. 7.7.1.1. Social Connectivity of Repeat Customers
      2. 7.7.2. Is There Existing Social Chatter About You?
        1. 7.7.2.1. Increase in Positive Social Mentions
      3. 7.7.3. Are There Web Sites Where Your Company Is Rated or Reviewed?
        1. 7.7.3.1. Increase in 4- and 5-Star Reviews
      4. 7.7.4. Are You Creating Content and Either Participating or Storytelling?
        1. 7.7.4.1. Content Sharing, Interactions, and Subscriptions
      5. 7.7.5. Do You Have Access to Customer Service Data?
        1. 7.7.5.1. Customer Service Savings
      6. 7.7.6. Are You Operating a Brand Community?
        1. 7.7.6.1. Brand Community Participationr
    8. 7.8. Less Is More
    9. 7.9. The ROI Quandary
    10. 7.10. Communicating Results
    11. 7.11. You Don't Make a Scrapbook out of Data
    12. 7.12. Getting There: Making a Calculator
  11. Where Do We Go from Here?
    1. 7.13. New Bedrock
    2. 7.14. Talent You Can Trust
    3. 7.15. Organized Armies
    4. 7.16. The New Telephone
    5. 7.17. Response-Ability
    6. 7.18. Fire Extinguishers
    7. 7.19. Calculators
    8. 7.20. Possibility Awaits