Page 12 - Social Media Marketing
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Chapter 3 Build a Social Business 53
What Is Social Business? . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 54
Social Businesses Are Participative 54
Build Around Customer Participation 55
Participation Is Driven by Passion 55
In Search of a Higher Calling 56
$pend Your Way to a Social Presence 59
Build Your Social Presence 62
Business as a Social Participant 64
Brand Outposts 65
Social Business and Measurement . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 66
Collaborate 67
Participation 67
Applied Knowledge Transfer 69
Employees as Change Agents . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . 71
Empower an Organization 72
x Connect Employees to Employees 76
contnents ■ Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 77
Review of the Main Points 78
Hands-On: Review These Resources 78
Hands-On: Apply What You’ve Learned 79
Chapter 4 The Social Business Ecosystem 81
Social Profiles . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . . . . . . . 82
The Profile as a Social Connector 83
The Profile and the Social Graph 85
Social Applications . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . . . 86
Support Forums 90
Content Sharing 93
Purpose-Built Applications 94
Using Brand Outposts and Communities . . . . . . . . . . . . . . . . . å°“. . . . . . 96
Coca-Cola: Facebook 98
Coke Zero: Department of Fannovation 98
The Social Ecosystem . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 102
Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 104
Review of the Main Points 105
Hands-On: Review These Resources 105
Hands-On: Apply What You’ve Learned 106
Part II Run a Social Business 107
Chapter 5 Social Technology and Business Decisions 109
Create a Social Business . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . 110
The Innovation Cycle 111
