The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digit
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 "
"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 a
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