The social media MBA in practice : an essential collection of inspirational case studies to influence your social media strategy / created by Christer Holloman.

Includes index.

Machine generated contents note: Preface 5 Part I. Foundation 8 1. Quick Recap 9 2. Bridging The Social Media Gap 18 Part II. Strategy Development 28 3. Inspiring And Facilitating Creativity 29 4. The Rise Of Branded Content 36 5. Power Of Integration 44 6. Intent Is The New Demographic 55 7. Targeting The Easily Influenced Not The Highly Influential 64 Part III. Strategy Delivery 74 8. Your Best Advocates 75 9. The Profit Manifesto 83 10. Social Media Business Engineering 94 11. Power Struggles Of The Advocate Age 105 Part IV. Case Studies 116 12. ARM 117 13. Aviva 120 14. Dell 123 15. Evans Cycles 126 16. Glaxo Smith Klein 129 17. Kodak 132 18. Phillips 136 19. Sage 139 Part V. Future 143 20. The Ethnocentric Bias 144 21. One Digital Dragons, Elephants and Tigers 153 22. Design Thinking and Social Media 164 23. God Technology 173 Conclusion 180 Biographies 182.
Includes index.

"The inside information that marketers and social media practitioners have been dying to get hands onIt seems like every day another self-appointed social media "guru" appears on the scene, offering to sell you his or her "surefire" cure for what ails you. Don't you think it's time you heard from the real experts--i.e., folks like you who are responsible for delivering their companies' social media strategies? Based on extensive interviews with marketing, media and networking professionals at many of today's most admired brands and companies, this book provides you with detailed examples of the social media strategies in place at, among others, Virgin Atlantic, Barclays, Skype, Dell, John Lewis, Ranstad, Honda, HP, E.con, and Chevrolet. The most comprehensive set of "blueprints" available in one book for delivering social media strategies more successfully Includes in-depth case studies packed with hand-on-advice that you can put to work in your company immediately Covers all-important strategic social media activities--from improving relationships with customers to generating more sales, product testing to team building The Companion Website features a gold mine of additional material, updates, war stories and much more"