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Everywhere: Comprehensive Digital Business Strategy for the Social Media Era Hardcover – Mar 29 2011


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From the Inside Flap

Social media has upended the way the world communicates. No longer just the focus of marketing departments, the conversations taking place online have the power to drive innovation, perceptions, and sales in every industry. From research and development to human resources, from the trenches all the way up to the top brass, social media has transformed how businesses communicate, operate, organize, and create value.

Everywhere explains how to put your digital strategy at the center of your organization. Social media taps into the collective intelligence of people who are already actively engaged with your company. It sounds an early alarm on trends, issues with your products, and ideas for improvements. Social media allows you to engage honestly and openly with stakeholders in a way that your competitors aren't.

Internally, social media tools can foster conversations among employees, enhance strategy execution, and turn silo thinkers into bridge thinkers. Product development can take dramatic leaps through the use of proactive and vocal consumers, cross-functional collaboration, innovation brokers, and partnerships. Information that used to take a year to gather can now be sourced and fed into strategy almost instantaneously. Everywhere gives you the information you need to:

  • Determine who your most valuable constituencies are, find them on the Web, and monitor them without invading their sense of privacy
  • Understand how the social web has changed the consumer purchase journey
  • Decide who should represent your company online and what type of internal infrastructure is needed to maximize the value of these external communities
  • Look at reporting structures, company policies, and procedures to determine what helps and what hinders collaboration internally and externally
  • Discover social tools that can improve communication between employees
  • Learn how social media engagement is changing talent recruitment, training, and retention

Social media engagement improves companies, empowers employees, and wins customers. It creates highly efficient enterprises, able to reallocate inventory, capital, and talent on a real-time rather than quarterly basis. The social media age is upon us. Implement your digital strategy now, and your company will thrive in this new reality.

From the Back Cover

Praise for Everywhere

"Larry Weber clearly grasps the impact of ubiquitous social technology on companies—the unprecedented opportunities as well as the challenges. Companies that understand this new reality, and are building a comprehensive digital strategy to benefit from it, are already differentiating themselves from their peers. Take advantage of his foresight to make sure that your company is capitalizing on this new source of competitive advantage."
Dr. JAMES CASH, Emeritus James E. Robison Professor of Business Administration, Harvard Business School

"Everywhere is a leader's guide to creating—and getting—value from social media. Larry Weber understands the media and message of connectedness."
ELLIOT SCHRAGE, Vice President of Global Communications,Marketing and Public Policy, Facebook

"Ongoing dialogue with customers, employees, and other stakeholders will soon be the way every successful company does business. We'll come in to work and turn on the lights, turn on the heat, and turn on the voice of our customers. In Everywhere, Larry Weber has written another visionary book, making a compelling case for the type of collaborative company that will have true competitive advantage in the future."
DIANE HESSAN, President and CEO, Communispace

"Once again, Larry Weber takes the highly complex and dynamic digital world and gives a useful and practical guide for making it become an important part of your business . . . as it should be. As we all encounter the many impacts that digital media, social networking, and digital communities are having on our businesses, make sure you access his keen thinking."
MARK NUNNELLY, Managing Director, Bain Capital

"Weber really gets that social media is a lot more than a set of tools that people use to chat with their friends and family. Those conversations are valuable sources of market intelligence, inputs into product and service development, and sources of employee recruitment—and, ultimately, lead to competitive advantage. At TripAdvisor, we live and breathe this stuff, as social media has been the foundation of the company. Everywhere is a must-read for business."
STEPHEN KAUFER, founder, President, and CEO, TripAdvisor

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Amazon.com: 18 reviews
5 of 6 people found the following review helpful
'Comprehensive' yes, 'Strategic' no June 5 2012
By willyg - Published on Amazon.com
Format: Hardcover Verified Purchase
Lots of rah rah and good anecdotes but little strategy (which is especially disappointing given the title). I did like the numerous assertions that social effectively breaks the traditional sales funnel - there's a lot of valuable implications to that. The point that strategy and business objectives need to be established prior to engaging in extensive social media efforts can't be overstated. The section on paid media is just silly. The new segmentation should be based on behavior and less on demographics is an insightful principle. Overall this is a frustrating read because if you're a believer in social this just confirms that you're right but likely wasn't a great use of your time. if you're skeptical, which is to say grappling with the pragmatic challenges of the paradigm shift that social media presents, this doesn't provide enough of a strategic framework to effectively lead wide-scale change. Probably a good read for beginners though.
1 of 1 people found the following review helpful
Social Media really is Everywhere in your Organization! May 15 2011
By Paul Dunay - Published on Amazon.com
Format: Hardcover
I just finished this book and it does a great job describing the dynamic now in play at every organization regarding social media. It illustrated how social media is going on a whirlwind tour throughout your organization touching areas I never expected it to touch. It's not like the early days of the internet - where you can hire a bunch of coders, stick them in a corner and have them create your website and do all things web - its much more involved and truly touches "everywhere" in your organization. Because of that you need a comprehensive strategy that will involve the whole organization and leverage the human network and human capital typically trapped in organizations of all sizes. This book does an excellent job of explaining and then illustrating with real world examples how to create a strategy that will unlock the power hidden everywhere in your organization. Excellent read - thank you Larry!
1 of 1 people found the following review helpful
Very informative read Feb. 3 2013
By Abhishek - Published on Amazon.com
Format: Hardcover Verified Purchase
Regardless of whether you are an expert or a beginner in the area of using Social Media towards facilitating dialogue (internal or external), there is much to be gained from this book. It clearly conveys the important message that Social Media is not about technology but about behavior (openness, transparency, information sharing etc). If these behaviors are not encouraged then no matter how well the tools are implemented, outcomes will fail to materialize.

The author also suggests possible new roles and organization structures to effectively implement the Social Media strategy. Given the emerging nature of this field it is best to use these as a guiding light or first draft, realizing that the future of Social Media is still evolving at a rapid pace, impacting any preconceived idea or approach towards it.
1 of 1 people found the following review helpful
insightful and well written overview of corporate use of social media April 23 2011
By Peter Henderson - Published on Amazon.com
Format: Hardcover
As a marketing executive, I found "Everywhere" to be a very useful tool to understand how companies are leveraging social media to be closer to their customers and other stakeholders. The book abounds with useful examples of what companies are doing today to apply social media strategies to be more competitive in their respective markets. Everywhere offers a refreshing perspective on how the business world is changing because of social media and where it can be applied-- within and beyond marketing-- to make a difference. High marks for a well written and insightful overview.
Valuable, comprehensive guide on how and why to adopt social media in any organization March 24 2012
By muradsshah - Published on Amazon.com
Format: Hardcover
With the exponential presence of social media everywhere you turn, there is a growing industry to provide information that people want to know on how to go about establishing an online presence - whether at an individual or at an enterprise level. This book is one such "manual".

It is meant for any organization that is on the fence on whether or not to jump on the Social Media train before it gathers so much speed that it will be impossible to catch up. Companies that are slow on understanding the importance of this media to reach, engage, impact, and ultimately keep customers for life will pay the price over the long term. This is indeed a 'wake-up call' for those enterprises.

What makes this book valuable is that it delves deep into every aspect of social media and how every organizational function has to be incorporated in the strategy, execution, and delivery of the company's social identity. The questions provided at the end of each chapter provide the basis for thought provoking discussions around how companies should apply these internally as they think through their social media approach. I found the chart in chapter five: "Marketing, Sales, and Service: Organize Around Customer Engagement" especially useful because it provides a side-by-side comparison of "Old" and "New" marketing aspects around many different business aspects.

Great book for anyone who wants to get a good understanding on how this new frontier will change the landscape in which companies will compete aggressively in gaining a new type of customer - for life.


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