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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商品描述

“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.

商品描述(中文翻譯)

「Clara的書之所以強大,是因為它不僅突顯了社交媒體的實踐,還關注了基本的商業實踐以及公司領導者需要完全重新思考客戶參與模式的方式。無論行業或地理位置如何,今天社交連接的消費者對每個企業的影響都不可低估。這本書為公司領導者提供了一個強大的願景和一個引人入勝的行動呼籲。」
——Ted Mathas,紐約人壽董事長兼首席執行官

社交媒體現在是主導的線上活動,並且帶來的網站流量比線上搜索還要多。對於企業來說,這些影響與十五年前Google的崛起一樣深遠。將這個機會委託給社交媒體團隊是不夠的,今天的領導者必須親自理解當今社交網絡和始終連接的客戶所帶來的巨大變革,並相應地重新設計業務實踐和模型。

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。

這本指南是所有專業人士的必讀之物,從董事會到一線銷售經理,從首席營銷官到招聘、IT和合規主管,他們需要了解數字轉型不僅在自己部門中發生的情況,還在所有部門中發生的情況。只有具有這種更廣泛的理解,功能性領導者才能有效地合作,提供跨越以前的組織隔閡的統一客戶體驗。

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。」