A Glimpse into the First 5 Chapters

Post by Michael Brito 03/23/11  Comments

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:

Chapter 1: Human Capital, Evolved

  • Driving Cultural Change
  • Tearing Down the Silos
  • Communicating Successful Failures
    • Qantas Airlines – No Crash Despite Lots of Rumors
    • Dominos Pizza’s Youtube Crisis
    • Motrin – Does anyone listen to Baby Wearing Moms?
  • Gaining Executive Sponsorship
  • Activating Employees to Engage in Social Media
    • Fundamentals of Community Management
  • Establishing Global Continuity
  • Organizational Models for the Social Business
  • Who Really Owns Social Media
  • Taking the Next Steps

Chapter 2: The Technology Supermarket

  • Choosing the Right Social Software
    • Jive
    • Microsoft SharePoint
    • IBM
    • Box.net
    • Yammer
    • Cisco WebEx
  • Social Listening Software Commoditized
    • Radian6
    • Lithium Social Media Monitoring (formerly ScoutLabs)
  • Social Media Management Software
    • Sprinklr
    • Awareness Hub
    • SocialTALK
    • Real Time Analytics and Publishing Efficiencies
  • The Future of External Social Technologies
    • The Entire Internet will be Facebook
    • Social Network Consolidation
  • Taking the next Steps
    • Social Technologies
    • Build a Listening Station, Listen & Act

Chapter 3: Establishing a Governance Model

  • Crafting Social Media Policies & Procedures
    • Transparency & Disclosure
    • Moderation
  • Training: Organizational Intelligence
  • Non-Competitive Collaboration
  • Social Media Executive Councils
  • Taking the Next Step

Chapter 4: Embracing the Social Customer

  • Becoming a social media practitioner
  • The Value of a Social Media Practitioner
    • Hiring Social Media Practitioners
    • Corporate Profile Versus Branded Profiles
  • Integrating Customer Support into Social Media
    • Comcast
    • Best Buy’s Twelpforce
    • Zappos
    • Geek Squad — A Personal Story
  • Using Social Media to Solicit Product Feedback & Innovation
    • Dell IdeaStorm
    • MyStarbucksIdea
    • Intel’s Ajay Bhatt Case Study
  • Taking the Next Step

Chapter 5: In Response to the Social Customer – Social CRM

  • Various Definitions of Social CRM
  • The Social CRM Process
  • Applications of Socal CRM
  • Social CRM Roles and Responsibilities
  • A Look at Social CRM Vendors
    • SugarCRM
    • Pivotal Social CRM
    • Nimble
  • Taking the Next Step

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About the Author

Michael Brito

Michael currently works for Edelman Digital as a Vice President and leads the digital team in Silicon Valley. He currently provides strategic counsel, guidance and best practices to several of Edelman's top global accounts.

Previously, Michael worked for major brands in Silicon Valley (HP, Yahoo! and Intel) and was instrumental in driving social media programs and campaigns emphasizing authenticity and long-term relationship building.

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