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The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer, First Edition

Book Description

Social media is now the dominant online activity and drives more website traffic than online search. The implications for businesses are as profound as the rise of Google 15 years ago. Amidst the demands of running a business, it can be alluring to fully delegate "digital" to the digital team. But in today's wired environment, digital is actually everyone's job. Company leaders and professionals must seek to personally grasp the tectonic changes arising from the always-connected customer, and then rethink traditional business models, business practices, and even their own job responsibilities and careers accordingly.

In The Social Business Imperative, Silicon Valley entrepreneur and renowned thought leader Clara Shih identifies powerful new opportunities created by social media across the entire customer lifecycle. As described in the book's foreword, written by Starbucks Chairman and CEO Howard Schultz, this guide is a must-read for all professionals. From boards of directors, CEOs, and Chief Marketing Officers to to front-line sales managers, recruiters, IT, and compliance directors, no role is untouched by the social, mobile, digital transformation. This book explains how to adapt and thrive in this brilliant new world order by understanding the transformation taking place not only in one's own department but across the customer journey. Only with this broader understanding can functional leaders collaborate on delivering a cohesive experience spanning previous organizational silos.

Going far beyond her global bestseller The Facebook Era, Shih offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture “the digital last mile” across social, mobile messaging apps, Internet of Everything, and the collaborative economy. Drawing on her immense experience helping Fortune 500 companies operationalize digital transformation to drive measurable uplift in sales and loyalty, Shih also presents powerful new case studies spanning multiple industries and companies from Wells Fargo to Warby Parker.

“A book worth reading, a voice worth listening to, from a leader of real consequence. A clarion call on the promise and potential of social channels to transform business.” —Walter Robb, Co-CEO, Whole Foods Market


“This is a must-read for any business leader who wants to thrive in this time of disruptive change.” —Chip Bergh, President & CEO, Levi Strauss & Co.


"Whether you're a global brand, small local business, or individual who wants to turn your passion into a livelihood, this book simply and clearly articulates how to channel the power of social media to delight audiences and grow your business." —Marne Levine, COO of Instagram


“Almost overnight, social media has transformed business and the way we as companies interact with our customers. In a way, social media has become part of everyone’s job. Clara's book gets right to the heart of the matter and gets us thinking critically about what could be next on this roller coaster ride.” Robin Hayes, President and CEO, JetBlue


“The power of Clara’s book is it highlights not only social media practices but fundamental business practices and how company leaders need to entirely rethink customer engagement models. The implications for every business, regardless of industry or geography, of today’s social, connected consumer cannot be overstated. This book provides a powerful vision and compelling call to action for company leaders everywhere.” Ted Mathas, Chairman and CEO, New York Life

Table of Contents

  1. About This E-Book
  2. Title Page
  3. Copyright Page
  4. Praise for The Social Business Imperative
  5. Dedication Page
  6. Contents
  7. Foreword
  8. List of Case Studies and Guest Author Sidebars
  9. Acknowledgments
  10. About the Author
  11. Introduction
    1. Customers—The Center of Social Business
    2. An Organizational Transformation Imperative
    3. How This Book Is Organized
      1. Part I: New Business Models
      2. Part II: Business Functions Reimagined
      3. Part III: Enterprise Execution Playbook
    4. My Personal Journey: From Engineer to Author to Entrepreneur
  12. Part I: New Business Models
    1. 1. The Social, Always-Connected Consumer
      1. Constant Connectivity
        1. The Age of the Empowered Customer
        2. The Social, Mobile, and Digital Last Mile
      2. The Social Business Imperative
        1. We’ve Always Been Social
        2. Social Media State of the Union
        3. Social Business Comes of Age
      3. The Omnichannel Mandate
      4. New Business Models, New Business Practices
    2. 2. The Internet of Everything and Big Data Explosion
      1. What IoT Means for Businesses
      2. IoT Realities and Possibilities
        1. Wearable Devices
        2. Connected Cars
        3. Connected Homes
      3. The Big Data Explosion and Predictive Applications
        1. Predictive Insights from Social Business
      4. Summary
    3. 3. Trust, Convenience, and Millennials: The Collaborative Economy
      1. Social Networks Meet the Collaborative Economy
      2. Millennial Attitudes Transforming Business
        1. Not Just Millennials
      3. Lessons from Collaborative Marketplaces
        1. Challenges and Criticisms of the Collaborative Economy
      4. Summary
  13. Part II: Business Functions Reimagined
    1. 4. The Management Team and Board Mandate
      1. A Lesson from History
        1. A CEO’s Vision for Social Business
      2. Social CEOs Leading by Example
      3. The Social Business Agenda for Boards of Directors
      4. Viewing Social Media Offensively Versus Defensively
        1. Addressing Social Media Risk
        2. Unlocking Social Business Opportunities
      5. Summary
    2. 5. From Transactional to Trusted Advisor: The Social Sales Professional
      1. Do We Need Salespeople?
        1. The Obsolete Sales Rep
        2. Customer Experience Is the Product
      2. The Age of the Social Sales Professional
        1. A New Class of Elite Professionals
      3. Becoming a Social Sales Professional
        1. STEP #1. Be Findable
        2. STEP #2. Grow Your Network
        3. STEP #3. Research, Listen, and Act on Important Signals
        4. STEP #4. Educate and Engage
      4. How Field Leaders Operationalize Social Selling
      5. Summary
    3. 6. Social Marketing: From Campaigns to Experiences
      1. Five Marketing Pillars of Social Business
        1. PILLAR #1. Excellent Content
        2. PILLAR #2. Content Distribution Through Employees, Customers, and Influencers
        3. PILLAR #3. Mobile-First Mindset
        4. PILLAR #4. Data Mastery
        5. PILLAR #5. Integrated Multichannel Campaigns
      2. Four Steps to Successful Social Marketing
        1. STEP #1. Establish a Brand Presence
        2. STEP #2. Build Your Follower Base (Grow Your Network)
        3. STEP #3. Listen (“Hear”)
        4. STEP #4. Educate and Engage (“Say”)
      3. Summary
    4. 7. Mobile Messaging and Social Commerce: Going from ‘Likes’ to ‘Buys’
      1. A History of Fits and Starts
      2. Mobile Messaging Apps as Payment and Transaction Platforms
        1. WeChat: The Everything Platform
        2. Here Comes Facebook Messenger
      3. ‘Buy’ Buttons
      4. Summary
    5. 8. Social Customer Service
      1. A Big Opportunity
      2. How Customer Service Has Changed
        1. RULE #1. Customers Want an Immediate Response
        2. RULE #2. Transparency and Accountability
        3. RULE #3. Authentic Human Interaction
        4. RULE #4. No More Departmental Boundaries
        5. RULE #5. Social Return on Delight
      3. Four Steps to Effective Social Customer Care
        1. STEP #1. Establish a Social Care Presence
        2. STEP #2. Listen for Feedback
        3. STEP #3. Respond and Resolve
        4. STEP #4. Track Trends and Metrics
      4. Summary
    6. 9. Social Recruiting: How Recruiting Is Becoming Like Marketing
      1. The New Rules of Recruiting
        1. RULE #1. Prospective Candidates Are Researching Your Company
        2. RULE #2. Passive Candidates May Be Your Best Next Hires
        3. RULE #3. Candidates Expect Hiring Managers to Play a Bigger Role in Recruiting
        4. RULE #4. Digital Marketing and Data Tactics Are Changing the Game
      2. Four Steps to Social Recruiting
        1. STEP #1. Be Findable
        2. STEP #2. Target, Identify, and Reach Out
        3. STEP #3. Stay in Touch
        4. STEP #4. Listen and Act on Job Change Signals
      3. Once You’ve Hired Them . . .
      4. Summary
  14. Part III: Enterprise Execution Playbook
    1. 10. How to Operationalize Social Business
      1. Common Pitfalls and Solutions
      2. Social Business Initiatives
        1. Transformation Starts at the Top and Bottom
        2. Social Centers of Excellence
      3. Social Business Measurement
      4. Summary
    2. 11. Legal, Governance, and Compliance Frameworks
      1. Key Areas of Social Media Risk
      2. Considerations for Highly Regulated Industries
        1. Financial Services on Social Media
        2. Pharmaceutical Companies on Social Media
        3. Healthcare Providers on Social Media
      3. The Risk Mitigation Playbook
        1. STEP #1. Identify Key Risks and Establish Procedures to Address Them
        2. STEP #2. Implement Social Media Policies and Procedures
        3. STEP #3. Develop Ongoing Employee Training, Empowerment, and Safeguards
        4. STEP #4. Implement IT Systems
      4. Summary
    3. 12. The Changing IT and Information Security Landscape
      1. The Age of the Chief Innovation Officer
      2. Consumerization of IT
      3. Social Media Policies and Training
      4. Summary
  15. Closing Remarks
  16. Index