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HYPER-SOCIAL ORGANIZATION: ECLIPSE YOUR COMPETITION BY LEVERAGING SOCIAL MEDIA(ISBN 9780071714020）书籍详细信息
- ISBN：9780071714020
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2010-07
- 页数：暂无页数
- 价格：184.80
- 纸张：胶版纸
- 装帧：精装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
BE HYPER-SOCIAL. GET HYPER-SUCCESSFUL.
"A thought-provoking read and a comprehensive introduction to
today's business challenges as social media and social networking
become increasingly vital to success. . . . Highly recommended."
--Choice magazine
"If you want to really understand what makes some online
communities thrive while others shrivel and fade, you have come to
the right place. Francois Gossieaux and Ed Moran understand just
what makes us all so social—as customers, as employees, and as
business partners—both online and off." -- David Rogers,
executive director, Columbia Business School Center on Global Brand
Leadership, author of The Network Is Your Customer
"The Hyper-Social Organization is not simply a guide
to navigate through the fundamental and far-reaching
transformations of today caused by social media, but it also
provides insight into how to optimize and profit from it." --
Mark Yolton, senior vice president, SAP
"To the extent that we can be 'human' with what we know—and
share it as freely as we possibly can—we'll go a long way toward
fostering a deeper level of trust with consumers. The
Hyper-Social Organization not only explains why that
happens--it also provides a road map for how to embed it in all
your customer-facing processes." -- Barry Judge, CMO, Best
Buy
"Rather than getting hung up on the 'media' side of social
media, Gossieaux and Moran have figured out that the real killer
app is the ability to create a 1:1 communication between your
customers and your brand." -- Marty St. George, CMO,
JetBlue
"With this book's simple yet profound pre*ions for all
parts of the organization, Francois Gossieaux and Ed Moran have
distilled the chaos, excitement, and fear business is feeling from
a world gone social into an elegant framework of understanding.
(And I’m buying books for my whole tribe.)" -- Janet Swaysland,
SVP of Social Media, Monster.com
About the Book:
Facebook. Twitter. YouTube. LinkedIn. Unless you're living in
the Stone Age, it's hard to ignore all the social networking tools
that have taken the world by storm. To keep up--and stay
competitive--you need to rethink how your organization interacts
with this brave new world. You need to stop marketing to consumers
and start socializing with communities who know what they like and
aren't afraid to share it. You need to understand the power of
social media—and use it to your best advantage.
You need The Hyper-Social Organization. Based on the
famous "Tribalization of Business Study"--a wide-ranging annual
survey conducted by Francois Gossieaux of Beeline Labs and Ed Moran
of Deloitte--this is the definitive guide to using social media for
organizational success. The book's surprising findings and in-depth
interviews will challenge everything you know about
corporate-consumer relations—starting with The 5 Steps to Being
Hyper-Social:
Forget technology—understand the four drivers of successful
communities.
Forget market segments and consumers—think tribes and
humans.
Forget company-centricity— think human-centricity.
Forget channels—think networks.
Forget process and hierarchies— think social messiness.
Social media is changing the world as we know it. This book
shows you how to change your organization and be on the leading
edge of the movement. Instead of marketing to general target
groups, Gossieaux and Moran reveal how you can refocus your efforts
to home in on what matters most to people—the communities or
"tribes" that are at the core of their "identities"—and unite them
through their shared passions, problems, responsibilities, wants,
and needs.
You'll discover how to establish a real human presence on the
Web and in social media communities and sites to open up a
naturally flowing, mutual—and mutually beneficial—exchange of ideas
and information. And you'll see what leading companies like Amazon,
Netflix, Microsoft, IBM, Marriott, Eli Lilly, and others are doing
right—and how you can do it too. Best of all, you'll hear
fascinating, in-depth interviews with today's trendsetters about
what their businesses are doing to become Hyper-Social. Being
social has always played a key role in success. Being a
Hyper-Social organization will take you to the next level.
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作者介绍：
Francois Gossieaux is cofounder and partner at
Beeline Labs, a marketing innovation strategy firm, and a senior
fellow and board member at the Society for New Communications
Research (SNCR). He lives in New York, NY.
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