A World Gone Social: How Companies Must Adapt to Survive
Format: PDF / Kindle (mobi) / ePub
Just like the meteor that likely precipitated the end of the dinosaurs, social media is having a monumental impact on the world's economy; a change so dramatic that it has created a new business era. Welcome... to the Social Age.
What does the Social Age mean for your business? Containing stories, analysis of real-world scenarios, and indispensable guidance, A World Gone Social gives you the tools and information you need to survive--and thrive--in a business climate in which customers hold all the cards... jobseekers have the power to easily find out what working at your company isreally like... and expertise has become more democratic than ever as employees collaborate with each other, as well as with vendors, customers, and even competitors.
You'll discover what the "Death of Large" and "Flat: The New Black" mean for you and your organization, how to build a socially enabled team that puts the customer experience first, and what it means to create an "OPEN" network of partners, collaborators, and brand champions. Filled with fascinating stories of success and failure at organizations including Barilla, Zappos, Bank of America, Lululemon, Abercrombie & Fitch, Southwest Airlines, and more, the book reveals how to avoid the dangers of insincerity as well as what it takes to become a "Blue Unicorn"--the social leader. Finally, you'll learn how to objectively assess the fitness of your company's current culture and social presence.
In the Social Age, companies unwilling to change will play the role of the dinosaurs: destined for extinction. A World Gone Social gives you the keys to avoid this fate--and lead your organization into this exciting business climate.
can launch without a single penny being spent on traditional advertising. We build relationships. We communicate. We are accountable. We are far more able to motivate our teams toward accomplishment of a common goal. We do, however, still have a tremendous amount of work to do. In fact, we are just scratching the surface of this aspect of the Social Age. When all companies—even those most firmly entrenched in their command-and-control processes—have transformed themselves into transparent,
already being run differently. Some have figured out how to navigate the Social Age and are in fact thriving. But some haven’t—and they will soon find their backs against the wall. I am thrilled that Ted Coiné and Mark Babbitt have the courage to address this much-needed topic of change in the business world. I imagine it would be interest• xiii • American Management Association • www.amanet.org Foreword ing for you to know that I first met Ted and Mark on Twitter! Also interesting is that Ted
on feelings of superiority. OPEN also means that our personal networks are extraordinary, in part, because there are subject matter experts in each, and they’re all connected into one global network. With the right approach, people who set a profile on any social • 115 • American Management Association • www.amanet.org A WORLD GONE SOCIAL media site are able to tap into that one global network as soon as they make their first few connections. In short, experts remain valued—and through the
that you aren’t that far behind. It’s not like it’s 1848 and you’re still creating products on a loom while your competitors have a huge factory that takes up a city block in London or Chicago. We—all of us—have only started to realize what social can be, and what it can do. • 122 • American Management Association • www.amanet.org The OPEN Challenge (Ordinary People, Extraordinary Network) But you need to be OPEN minded. And you must get started. There is nothing harder to it than this. It’s
than tell my CEO why he needs a social media strategist, I’ll show him.” So Ted did exactly that. • 136 • American Management Association • www.amanet.org The Social Leader: A Blue Unicorn? First, he set up columns on Twitter management platform HootSuite: one for “CIO” and another for “IT.” Each person who tweeted with either term in a tweet came up in one of the columns, and Ted checked the bio of each, putting the CIOs on a list he’d created just for them. That was slow going, though, so