The Most Powerful Brand On Earth: How To Transform Teams, Empower Employees, Integrate Partners…

Hardcover | August 30, 2013

byChris Boudreaux, Susan F. Emerick

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Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators.


Achieving those outcomes requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Now, in The Most Powerful Brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Drawing on their experience leading social media transformations at IBM and other top companies, they present frameworks and case studies from key innovators that show how to


-Leverage the surprising dynamics of online influence

-Plan, execute, and manage the development of key relationships

-Measure outcomes and performance in effective and useful ways

-Resolve crucial security, privacy, and regulatory issues that arise when others represent you online

-Gain crucial support from leaders, participants, and other stakeholders

-Empower the people and teams you attract, hire, and support

-Navigate cultural and process changes that will make or break your program

-Preview trends that will shape your social empowerment programs in coming years

 

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From the Publisher

Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators. Achieving ...

&l> Chris Boudreaux  helps large brands transform their business operations for ROI through social and digital media. He also led development of social media offerings and served as a solution architect for social media solutions at a global management and technology consultancy. In past years, he led online product and market strat...
Format:HardcoverDimensions:240 pages, 9.26 × 6.37 × 0.91 inPublished:August 30, 2013Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0133115399

ISBN - 13:9780133115390

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Extra Content

Table of Contents

Preface xiii

Acknowledgments xv

About the Authors xvii

 

Chapter 1: Web of Trust: The Case for the Social Work Force 1

The Source of Brand Power Today 4

Your Brand’s Official Communicators Cannot Do It Alone 12

Your Next Steps 17

 

Chapter 2: Help Your People Do Well 19

Why You Must Help Your People 20

How to Help Your Social Employees 28

How Social Brands Tend to Evolve 56

Your Next Steps 58

 

Chapter 3: Influence: It’s Complicated 59

Coauthored by Constantin Basturea

The Nature of Online Influence Is Often Misunderstood 60

How Social Employees Empower Brands 64

Your Next Steps 70

 

Chapter 4: The Power to Sway: Helping Employees Build Advocacy Online  71

Coauthored by Constantin Basturea

Permission Is Not Enough 72

Prepare 73

Perform 89

Your Next Steps 93

 

Chapter 5: You Will Measure New Things in New Ways 95

How to Begin Measuring 97

Outcomes: Measuring Business Impact 115

Summary 124

Your Next Steps 124

 

Chapter 6: Safety and Security 127

Protecting Information and Privacy 128

Complying with Disclosure Requirements 140

Preventing Competitive Poaching 146

Your Next Steps 148

 

Chapter 7: How to Begin 149

The Business Case 150

Get Some Seed Money: Selling to Internal Stakeholders 152

Leverage Early Adopters 155

Build a Pilot 155

Case Study: The IBM Select Social Eminence Program 158

Your Next Steps 160

 

Chapter 8: Build Your Team 161

Program Leadership 163

Program Team 166

Program Participants 169

Extended Team 169

Business Unit Leaders and Functional Leaders 170

PR or Corporate Communications 170

Human Resources 172

External Influencers 173

Information Technology 173

Time Commitments 175

Your Next Steps 175

 

Chapter 9: Manage the Journey 177

Culture and Change Management Will Make or Break Your Program 178

Learning from the Past 182

Change Management Is New to Many Leaders 184

An Approach for Managing the Journey 184

Be the Change You Wish to See 191

Your Next Steps 192

 

Chapter 10: The Future of the Social Work Force 193

People Will Change 194

Technology Will Change 196

Increasing Automation 198

Organizations Will Change 201

Results for Workers and Leaders 203

Your Next Steps 208

 

Index 209

Editorial Reviews

 “Social business is a complex undertaking that can overwhelm even the most seasoned executive. By focusing on people and processes, Chris and Susan get to the core of what social business is: people connecting with people in an organized way.” —Scott Monty, Global Head of Social Media, Ford Motor Company   “We are fortunate to be living through the most important communications revolution in human history. The ramifications of real-time communications—instantly connecting every human on earth with every other human on earth—are even more important than the invention of moveable type and the printing press more than 500 years ago. However, most organizations aren’t set up to communicate in the ways that buyers demand. In their book, Chris and Susan share how you can reach people with the valuable information people want to consume and are eager to share—and how that will brand your organization as one worthy of doing business with.” —David Meerman Scott, marketing strategist and bestselling author of Th e New Rules of Marketing and PR   “While creating fans and advocates is the goal for many brands, you can’t get there without having engaged employees who understand the value of your fans and how to build relationships with your most passionate customers. The Most Powerful Brand on Earth shows you exactly how to do this. Susan and Chris give you the exact blueprint and steps necessary to create a more engaged and socially active employee base. This is critical for cultivating fans and advocates online, and this book shows you exactly how it’s done.” —Mack Collier, author of Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans   “Business has changed. And change is hard. This book helps you create an authentically social brand in the wake of huge shifts in business.” —Ann Handley, coauthor of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business   “Social business and enterprise social networks now play a key role in changing how we work, where we work, when we work, and even why we work. Chris and Susan’s book shows how these trends change the workforce and chronicles the impact to brands. This step-by-step guide tells you how to take your organization to the next level.” —R. “Ray” Wang, Principal Analyst and CEO, Constellation Research, Inc.   “Fundamental to moving from ‘doing social’ to ‘being social’ for a brand is recognizing that people are the channel. Susan and Chris clearly put their deep, real-world experience to work and articulate how to empower the people behind the brand—your employees and partners—on social media. This book covers the why, what, and how with clear examples and actionable next steps. Must read! —Ragy Thomas, CEO of Sprinklr    “Today’s true leaders are not just the ones who create the best products, but also the ones who breed new generations of leaders, unleash the power of their employees, and empower organic advocacy. In the social era, advocacy is where the influence is. Pick up this book and learn how to become the most powerful brand on earth.” —Ekaterina Walter, cofounder and CMO of BRANDERATI, Wall Street Journal bestselling author of Th ink Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg   “Social media are not just a collection of digital marketing tactics. They are the way a growing percentage of clients and prospects find the information they need to solve their business problems. Connecting your best experts to the clients and prospects with whom you want to develop a relationship is not optional. You either do it well or get left behind by competitors who do it better than you. If you really want to learn how to do it well, read this book.” —James Mathewson, author of Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content and the forthcoming Outside-In Marketing: Using Big Data to Drive Content Marketing   “The Most Powerful Brand on Earth offers communicators, marketers, and executives a thoughtful and complete understanding of the implications for their companies when it comes to activating and enabling a social workforce.” —Ethan McCarty, Director, Enterprise Social Strategy and Programs, IBM   “I’ve had the pleasure of working with both Susan and Chris for years, and have always considered them two of the real leaders in social media—read this book to find out why. Every company wants to unlock the formula of unleashing their employees and customers in social media on behalf of its brand. Unless you’ve figured it out yourself, you need this book.” —Mike Moran, author of Do It Wrong Quickly   “Brand influence has reached a nexus of Darwinian change, and The Most Powerful Brand on Earth is the guide for the evolved to succeed and thrive as a new species in the global business ecosystem, thanks to Ms. Emerick and Mr. Boudreaux.” —Rawn Shah, author of Social Networking for Business; Forbes.com blogger: Connected Business column