The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer

Clara Shih

  • 出版商: Prentice Hall
  • 出版日期: 2016-04-13
  • 售價: $1,140
  • 貴賓價: 9.5$1,083
  • 語言: 英文
  • 頁數: 256
  • 裝訂: Paperback
  • ISBN: 013426343X
  • ISBN-13: 9780134263434
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“The power of Clara’s book is that it highlights not only social media practices but fundamental business practices and how company leaders need to entirely rethink customer engagement models. The implications for every business—regardless of industry or geography—of today’s social, connected consumer cannot be overstated. This book provides a powerful vision and a compelling call to action for company leaders everywhere.”

—Ted Mathas, Chairman and CEO, New York Life 

Social media is now the dominant online activity and drives more website traffic than online search. The implications for businesses are as profound as the rise of Google fifteen years ago. Delegating this opportunity to a social media team is not enough—today’s leaders must personally grasp the tectonic changes arising from today’s social, always-connected customer, and must re-architect business practices and models accordingly.


In The Social Business Imperative, Silicon Valley entrepreneur and renowned thought leader Clara Shih identifies powerful new opportunities created by social media across the entire customer lifecycle. The functional breadth of this book is critical for today’s leaders, who must deliver a consistent experience across every brand touchpoint, from marketing to sales to customer service, online to offline, because that is what the customer expects.


This guide is a must-read for all professionals—from boards of directors to front-line sales managers, and from chief marketing officers to recruiting, IT, and compliance directors—who need to understand the digital transformation taking place not only in their own department but in all departments. Only with this broader understanding can functional leaders effectively collaborate on delivering a cohesive customer experience spanning previous organizational silos.


Going far beyond her global best-seller The Facebook Era, Clara offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture “the digital last mile” across social media, mobile messaging apps, the Internet of Everything, and the collaborative economy. Drawing on her immense experience helping Fortune 500 companies operationalize digital transformation to drive measurable uplift in sales and loyalty, Shih also presents powerful new case studies spanning multiple industries and companies from Wells Fargo to Warby Parker.


——Ted Mathas,紐約人壽董事長兼首席執行官


在《社交企業的必要性》中,硅谷企業家和知名思想領袖Clara Shih確定了社交媒體在整個客戶生命周期中創造的強大新機遇。這本書的功能廣度對於今天的領導者至關重要,他們必須在每個品牌接觸點上提供一致的體驗,從市場營銷到銷售到客戶服務,從線上到線下,因為這是客戶的期望。


Clara不僅超越了她的全球暢銷書《Facebook時代》,還提供了前所未有的洞察力,解釋了為什麼以及如何傳統組織必須重新想像現有的業務流程,以在社交媒體、移動消息應用、萬物互聯網和協作經濟中捕捉「數字最後一哩」。Shih根據她豐富的經驗,幫助財富500強公司實現數字轉型,從而在銷售和忠誠度方面實現可衡量的提升,還提供了多個行業和公司的強大案例研究,從富國銀行到Warby Parker。」