Contents
Cover
Title Page
Copyright
Dedication
Acknowledgements
Preface
Introduction
Threadless.com: Born on the Web
Dell: A Presocial Company Retools
Please Try This at Home
It Doesn't Have to Be Made Here
From Twitter to Competitive Advantage
In Sync with the Marketplace
Improving Strategy Execution
Staying Ahead of the Commoditization Cycle
Developing New Sources of Market Influence
Improving Corporate Cost Structures
Winning the Talent Challenge
It's Not Just the Tools; It's the Behavior
Welcome to Everywhere
Questions to Consider
Part I: The Evolving Social Web
Chapter 1: The Social Enterprise
A Closer Look at the Social Enterprise
How Are They Doing It?
Facing the Fear
Questions to Consider
Part II: On Becoming a
Social Enterprise
Chapter 2: Toward a Comprehensive Digital Business Strategy
Guidelines Get You There
Identify Your Key Communities
Take a Deep Dive
Observe the Landscape Continually
Showering Without a Shower Curtain
Who's on First?
Questions to Consider
Chapter 3: Building Enterprise-Wide Engagement Capability
Establish a Social Enterprise eForum
Broaden Your Base of Engagers over Time
Pursue a Strategic Approach to Social Engagement
Create New Social Media Roles
Engage, Engage, and Engage Some More
Proactively Manage the Enterprise-Wide Brand
Get Senior Leadership Involved
Questions to Consider
Chapter 4: Developing a Digitally Driven Company
Create the Vision
Embrace Transparency
Manage from Your Moral Purpose
Realize It Doesn't Have to Be Made in Your Shop
Commit to Working Collaboratively
Rethinking Your Leadership Style
Enourage a Culture of Controlled Risk Taking
Rethink Your Notions of Speed and Professionalism
Walk the Walk
Questions to Consider
Part III: Across the Business Universe
Chapter 5: Marketing, Sales, and Service, Step 1
Say Goodbye to the Funnel
Resetting the Game Plan
Say Hello to Multiple Channel Pathways
You Can Get There from Here
Integrating Social and Traditional Channels
What About Paid Media?
Integrating the Marketing Department
Coordinating the End-to-End Customer Experience
Introducing the Customer Engagement Department
Questions to Consider
Chapter 6: Marketing, Sales, and Service, Step 2
Social Destinations Are Satisfying
Being Welcome at the Social Table
You're a Publisher Now, Too
Creating Content to Fuel Connection
Develop a Content Calendar
Sampling, Applications, Contests, and More
Moral Purpose Makes for Great Interactions
Questions to Consider
Chapter 7: Innovation
Innovation Is the Trump Card
By the People and for the People
Exercise, Eat Right, and Innovate Daily
Brainstorm with Your Competitors
Rally the Troops
Idea Jams: Getting the Ideas Flowing
Shopping for Ideas
Monitizing Your Intellectual Property
Stay Close to Scientific Communities
It Sounds Good but . . .
Questions to Consider
Chapter 8: Strategy Execution
Putting Employees on the Same Page
Expanding Employees' Personal Networks
Providing Simple Collaborative Tools
Tapping into Employees' Insight
Promises, Promises
What About Productivity?
Leakage and Discoverable Evidence?
Questions to Consider
Chapter 9: Human Capital
Social Recruiting Is Hot
You Gotta Be Part of LinkedIn
Tweeting for Hires
Finding Candidates on Facebook
Company Career Portals
Be Where They Are
Successfully Reeling Them In
Human Resources Meets Marketing
Accelerating the Onboarding Process
Keeping Employees on the Cutting Edge
Engaging with Your Current Employees
The Twenty-First Century Work Environment as a Selling Tool
Questions to Consider
Part IV: The Future of the Social Enterprise
Chapter 10: Next
Social Enterprises Come of Age
Consumers Are at the Center
There Is No Place Like Home
Expanded Challenges for Corporations to Tackle
Keeping the Internet Open and Accessible
It Is Not Necessary to Change
Questions to Consider
Notes
Index
Copyright © 2011 by Larry Weber. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Weber, Larry.
Everywhere: comprehensive digital business strategy for the social media era/LarryWeber.
p. cm.
Includes index.
ISBN 978-0-470-65170-4 (cloth)
ISBN 978-1-118-01627-5 (ebk)
ISBN 978-1-118-01628-2 (ebk)
ISBN 978-1-118-01629-9 (ebk)
1. Management—Social aspects. 2. Social media. 3. Internet marketing. 4. Information technology—Management. 5. Strategic planning. I. Title.
HD31.W37 2011
658.8 072—dc22
2010043308
Printed in the United States of America
10987654321
Acknowledgments
I am indebted to many for making Everywhere possible. To Lisa Leslie Henderson, my cowriter, for helping capture my thoughts into words on paper and for unearthing the vision of the social enterprise along with me: thank you. Heartfelt thanks and appreciation to Marijean Lauzier, Jackie Lustig, Jan Baxter, Ginger Lennon, and Brian Babineau at W2 Group for their keen insight and ability to see broad connections alongside important details and for their extraordinary dedication to this endeavor despite their already overbooked schedules. I am, as always, grateful to my terrific agent, Jill Kneerim, for her vision and confidence that we, in fact, had a book here.
This is the third book that I have published with John Wiley & Sons, Inc. My editor, Richard Narramore, has once again proved his polished skills in refining ideas and shaping a compelling story. Thank you to him and everyone else at Wiley, including Lydia Dimitriadis and Lauren Freestone for their always helpful and cheerful assistance in making the production process run smoothly.
Without the contributions of multiple business leaders, academics, and specialists, Everywhere would not be filled with as much proven-in-the-trenches and actionable experience and expertise as it is. Mark Fuller (Monitor), Jake Nickell (Threadless), Scott Griffith (Zipcar), David Holveck and Kevin Wiggins (Endo Pharmaceuticals), Dwayne Spradlin (InnoCentive), Jeremy Liew (Lightspeed Venture Partners), Dan Neeley (Network Analytics), Greg Matthews (WCG), Adam Weber (The Art of Shaving), Valertie Motis (Sony), Rick Wion (McDonald's), Ian Drew (ARM), Clay Shirky (NYU), Brian Gaspar (Researcher), Scott Monty (Ford), David Weinberger (Berkman Center at Harvard), Steve Goldbach, (Monitor), Robbie Vitrano (Naked Pizza), Anne Berkowitch (SelectMinds), David Hayes (HireMinds), Pauline Ores (Consultant), Andrew McAfee (MIT), Doc Searls (Berkman Center at Harvard), Reid Hoffman (LinkedIn and Greylock), and Beth Comstock, Anubhav Ranjan, and Victor Welch (GE) have all quite generously taken the time to share their vision and experience with all of us here.
Finally, and as always, I want to thank my family. My wife, Dawn, and each of my three children inspire me, provide me with immeasurable joy, and constantly teach me about this highly connected world in which we live. Their enduring support and enthusiasm is the best gift that a man could hope to receive in his lifetime.
Preface
Every year that goes by, I am more amazed at the inventiveness and creativity of the Internet entrepreneur. In a world that seems steeped in shallowness, negativity, and spectacle, they are a shining light of innovation to help remind us we are all in this world together, to make a better place governed by self-respect, transparency, and moral purpose!
Making sense of all the new tools, platforms, trends, and technologies can be daunting. I believe, however, that if we all take a collective breath, step back, observe keenly, and share our thoughts with one another, a greater world will evolve.
This is especially true in business. We are at the very beginning of a renaissance for enterprises based on an overwhelming opportunity to share best practices, knowledge, and data for the betterment of our companies, large or small.
I wrote Everywhere to explore this very exciting time in an era in which our digital “lives” have completely integrated with our real ones.
If enterprises listen, create, and share, our economic force will continually replenish. Please view Everywhere as a starting point, a foundation, toward comprehensive digital strategy in a world ready for explosive innovation.
—Larry Weber
Boston, Massachusetts