The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery

It′s a fact that companies so far have only scratched the surface of what can be achieved with social media. Whatever continent, industry, company size, current degree of social media adoption or your job title, the purpose of this book is to inspire you to see how you can raise the bar further to reap new rewards. It will give you the tools to make a difference to your organisation′s social media strategy development and delivery going forward. In addition it will also give you more intellectual support and confidence to discuss social media on a higher level with peers, inspire colleagues or negotiate and create support for increased investments from your leadership team. In The Social Media MBA editor Christer Holloman has crowd sourced 15 thought leaders from 4 continents to offer an exceptional educational programme written for experienced social media professionals just like you. In addition, learn through cases studies produced by the social leaders at these brands: ARM by Kerry McGuire Balanza – Director of Strategic Marketing Aviva by Jan Gooding – Global Brand Director Dell by Stuart Handley – Communications Director Evans Cycles by Will Lockie – Head of Social Media GlaxoSmithKlein (Ribena) by Verity Clifton – Brand Marketing Manager Kodak by Madlen Nicolaus – Social Media Manager Phillips by Hans Notenboom – Global Director B2B Online Sage by Cath Sheldon – Online PR Specialist There is more, connect with the co–authors and other readers by joining The Social Media MBA Alumi group, visit http://www.socialmedia–mba.com or search or the group on LinkedIn to stay updated on the latest, ask questions or join the discussions.

Preface vii Part I Foundation 1 1 Quick Recap 3 2 Bridging the Social Media Gap 15 Part II Strategy Development 27 3 Inspiring and Facilitating Creativity 29 4 The Rise of Branded Content 39 5 Power of Integration 49 6 Intent is the New Demographic 63 7 Targeting the Easily Infl uenced Not the Highly Influential 75 Part III Strategy Delivery 89 8 Your Best Advocates 91 9 The Profit Manifesto 101 10  Social Media Business Engineering 117 11  Power Struggles of the Advocate Age 131 Part IV Case Studies 145 12  ARM 147 13  Aviva 153 14  Dell 157 15  Evans Cycles 163 16  GlaxoSmithKline 167 17  Kodak 173 18  Royal Philips Electronics 179 19  Sage 185 Part V The Future 191 20  The Ethnocentric Bias 193 21  Digital Dragons, Elephants and Tigers 205 22  Design Thinking and Social Media 221 23  God Technology 235 Conclusion 245 Biographies 247 Index 259

Christer Holloman , is Head of Product/VP Commercial Strategy at The Digital Property Group.  He is a Sky News Reporter and regular panel expert commentator for Sky News.  He has just received an accolade from the London Evening Standard as " one of London’s Top 25 Most Influential Individuals within New Media ", as well as Industry Winner of The Telegraph ′s Digital Award for 2011.