About the Book
This book is meant to equip business leaders with the tools and knowledge necessary to humanize their business operations …
Reviews of the Book
“Michael Brito is one of the real deals. In a world where it’s hard to find accredited sources in disruptive technology, Michael Brito has brand side experience, as well as agency side perspective. His new book is a likely desktop reference for organizations to understand the social customer and to humanize its business operations.”
Jeremiah Owyang, Partner, Altimeter Group
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Read posts about marketing investments into social media budgets.
Jive released a study today – Jive Social Business Index 2011, (infographic below) which surveyed 902 US based executives at large and mid-sized companies on their views of the social organization.
The study revealed that Social Business is increasingly perceived as a strategic executive imperative in the enterprise, with 78 percent of the executives surveyed admitting that having a social strategy is critical to the future success for their respective organizations.
Key insights include:
- 66 percent of executives believe that social applications for business represent a fundamental shift in how work will get done.
- 53 percent of executives believe they must adopt Social Business or risk falling behind.
- 57 percent anticipate “increased revenue or sales” as a result of implementing a Social Business strategy.
- 62 percent of executives cite the potential to achieve “better customer loyalty and service levels” and 57 percent anticipate “increased revenue or sales” as a result of implementing a Social Business strategy.
- 62 percent of all respondents think that businesses need to leverage social software inside and outside their organizations in order to remain competitive.
- Online communities are an important source of information for making purchase decisions, especially for millennials. Fifty-four percent of millennials said that they are more likely to rely on and make purchase decisions from information shared via personal contacts in online communities versus 33 percent more likely to use information from “official” company sources.
- 83 percent of executives leverage at least one social network for work use.
Many times, social media teams are forced to roam the halls of corporate America with a tin cup asking for budget to support social media programs. This happens for a variety of reasons. Either the money has dried up to fund existing programs, there is a need internally to invest in social technologies, or a company is looking to build an external presence in social media and needs to hire an agency or community manager for support.
When I first set out to write this book, I wanted to build the sections in a way that allowed for easy chapter-based steps which could facilitate the practical application of the strategies contained in the book. Each subsequent section and chapter serving as a requisite building-block of the next in much the same way as other books.
In a perfect real world scenario, this book is meant to mirror in chronological order and the natural evolution into a social business – cultural change –> tearing down silos and communicating across the organization –> social technologies that facilitate communication –> governance models –> tactical considerations that address the social customer –> and social CRM being response to the external social customer. This is essentially the first half of the book. Here is a glimpse of the Table of Contents: