Social Business By Design

Dion Hinchcliffe 지음

Jossey-Bass 2012년 04월 12일 출간

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From the Dachis Groupm-the global leader in social businessm-comes the groundbreaking book on transformative social business strategies.Social Business By Design is the definitive management book on how to rethink the modern organization in the social media era. Based on their research and work through the Dachis Group, thought leaders Dion Hinchcliffe and Peter Kim deftly explore how the social, cultural, and technological trends provoked by the social media explosion are transforming the business environment. Designed as both a strategic overview and a hands-on resource, Social Business By Design clearly shows how to choose and implement a social business strategy and maximize its impact.Explains the mechanisms, applications, and advantages of a strategic array of social media topics, including social media marketing, social product development, crowdsourcing, social supply chains, social customer relationship management, and moreFeatures examples from high-profile companies such as SAP, Procter Gamble, MillerCoors, Bloomberg, HBO, Ford, and IBM who have implemented social business strategiesDraws on the extensive research and expertise of the Dachis Group, which has helped numerous Fortune 500 clients plan, build, and activate effective social business solutionsContaining actionable, high-impact techniques that save time and the bottom line, Social Business By Design will transform any organization's strategy to ensure success and avoid disruption in a fast-moving world.

목차

Foreword viiby Jeff DachisIntroduction 1PART ONE Adapting Organizations to the Twenty-First Century 51 Social Media: Drivers of Global Business Opportunity 72 Social Media: A Way of Life, a Way of Business 173 Who&'s Winning in Social Business and Why 254 The Global Business Transition to Social Media 455 How Business Will Make the Transition 53PART TWO The Techniques of Social Business 636 Social Media Marketing 657 Social Product Development 878 Crowdsourcing: Community-Powered Workforces 939 Social Customer Relationship Management and Customer Communities: Social Customer Care 9910 Social Business Ecosystems: Engaging with Business Partners 10711 Workforce Engagement: Creating a Connected Company Using Social Business 12712 Social Business Supporting Capabilities 143PART THREE Social Business Design and Strategy 15713 Identifying Priorities and Planning 15914 Building Blocks: The Elements of Social Business 16915 Business Cases, Pilots, Return on Investment, and Value: Tying Them Together 18516 Building a Social Business Strategy: The Outputs 19117 Getting Started with Social Business 19518 Maturity: The Social Business Unit 205Epilogue 211Appendix: The Ten Tenets of Social Business 215Notes 217Acknowledgments 229About the Authors 231Index 233

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“Social Business by Design is a book about turning your business into a social one&m-not one that spams Twitter, but actually bakes the benefits of the social revolution right into the fabric of your organization. A big idea, and an urgent one.”&m-Seth Godin, author, Poke the Box“Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.”&m-Tony Hsieh, author, Delivering Happiness; CEO, Zappos.com, Inc.“If you are serious about developing a social business, then keep this book close at hand. Dion Hinchcliffe and Peter Kim bring years of wisdom and experience, paid in blood and sweat, to the pages of Social Business by Design&m-so that you don't have to.”&m-Charlene Li, author, Open Leadership; founder, Altimeter Group“Social Business by Design goes beyond the surface level of social media to help executives across departments think like social anthropologists who can deeply integrate the latest insights, trends, and data to help their businesses thrive in the 21st¢ury. Kim and Hinchcliffe have helped companies from the inside and know their subject matter well.”&m-Scott Monty, Global Digital Communications, Ford Motor Company“The debate about whether social business is worthwhile is over, thankfully. Now we can move on to the much more important work of successfully putting in place new technology-enabled ways of working, marketing, and innovating. With this invaluable book, Hinchcliffe and Kim offer guidance springing from their deep experience on how to do just this.”&m-Andrew McAfee, principal research scientist, MIT; author, Enterprise 2.0“New technology is driving a fundamental power shift in business globally, re

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저자(글) Dion Hinchcliffe

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Dion Hinchcliffe is executive vice president of strategy at Dachis Group. He is an internationally recognized thought leader on enterprise social media, business agility, open business models, and information technology. He writes, speaks, researches, and consults on these topics for clients in the Fortune 500 and public sector.Peter Kim is chief strategy officer of Dachis Group. He is a leading advisor on social business, working with clients on strategy formulation and driving global industry discourse.Dachis Group is a consulting firm that helps large enterprises implement social business design to formulate business strategies; plans, builds, and activates social solutions for customer, workforce, and enterprise engagement; and provides data aggregation and analysis. www.dachisgroup.comFor more information, please visit www.socialbusinessbydesign.com