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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 longerjust the focus of marketing departments, the conversations takingplace online have the power to drive innovation, perceptions, andsales in every industry. From research and development to humanresources, 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 digitalstrategy at the center of your organization. Social media taps intothe collective intelligence of people who are already activelyengaged with your company. It sounds an early alarm on trends,issues with your products, and ideas for improvements. Social mediaallows you to engage honestly and openly with stakeholders in a waythat your competitors aren't.

Internally, social media tools can foster conversations amongemployees, enhance strategy execution, and turn silo thinkers intobridge thinkers. Product development can take dramatic leapsthrough the use of proactive and vocal consumers, cross-functionalcollaboration, innovation brokers, and partnerships. Informationthat used to take a year to gather can now be sourced and fed intostrategy almost instantaneously. Everywhere gives youthe information you need to:

  • Determine who your most valuable constituencies are, find themon the Web, and monitor them without invading their sense ofprivacy
  • Understand how the social web has changed the consumerpurchase journey
  • Decide who should represent your company online and what typeof internal infrastructure is needed to maximize the value of theseexternal communities
  • Look at reporting structures, company policies, and proceduresto determine what helps and what hinders collaboration internallyand externally
  • Discover social tools that can improve communication betweenemployees
  • Learn how social media engagement is changing talentrecruitment, training, and retention

Social media engagement improves companies, empowers employees,and wins customers. It creates highly efficient enterprises, ableto reallocate inventory, capital, and talent on a real-time ratherthan quarterly basis. The social media age is upon us. Implementyour digital strategy now, and your company will thrive in this newreality.

From the Back Cover

Praise for Everywhere

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

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

"Ongoing dialogue with customers, employees, and otherstakeholders will soon be the way every successful company doesbusiness. We'll come in to work and turn on the lights, turn on theheat, and turn on the voice of our customers. In Everywhere,Larry Weber has written another visionary book, making a compellingcase for the type of collaborative company that will have truecompetitive advantage in the future."
DIANE HESSAN, President and CEO, Communispace

"Once again, Larry Weber takes the highly complex and dynamicdigital world and gives a useful and practical guide for making itbecome an important part of your business . . . as it should be. Aswe all encounter the many impacts that digital media, socialnetworking, 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 oftools that people use to chat with their friends and family. Thoseconversations are valuable sources of market intelligence, inputsinto product and service development, and sources of employeerecruitment—and, ultimately, lead to competitive advantage.At TripAdvisor, we live and breathe this stuff, as social media hasbeen the foundation of the company. Everywhere is a must-read forbusiness."
STEPHEN KAUFER, founder, President, and CEO,TripAdvisor

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Amazon.com: 17 reviews
4 of 5 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
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
"Everywhere" - Digital Business Strategy For Survival-Oriented / Serious Social Media Era Builders!!!... Dec 19 2011
By Michael GreenGold - Published on Amazon.com
Format: Hardcover
>>>...Social Media has changed the way of Business Communication!!!...No longer just the Focus of Marketing, Conversations are taking place "Everywhere", etc. that have the Power to drive Innovation, Perceptions and Sales, etc. in every Sector & Industry, etc. from Top to Bottom to Top!!!...Social Media has transformed how Business Communicates, Operates and Create Value, etc.!!!..."Everywhere" will help You put Your Digital Strategy at the Center of Your Business!!!...Everywhere: Comprehensive Digital Business Strategy for the Social Media Era
>>>..."Everywhere", from Larry Weber, Authority, Author, Thought & Team Leader, etc. has put together a Comprehensive Digital Business Strategy for our Social Media Era that will allow those Serious Builders to Implement our Digital Strategy...Now / Today...and Thrive & Reap the Benefits & Rewards in this New Reality!!!...>>> However, Author Larry Weber indicates, in Part 4, Chapter 10 - The Future of the Social Enterprise, "It Is Not Necessary To Change!!!...Survival Is Not Mandatory!!!..." >>> For Those Going Forward, Your Journey Starts Now!!!...
>>>..."Everywhere" has 4 Parts, 10 Chapters and 260+ pages of Rich Knowledge, Context & Content, etc.
>>>..."Everywhere" starts with Dedication, Contents, Acknowledgments, Preface, MustRead InDepth Introduction Sections, prior to Part 1!!!...>>> Now, On to Part One.
>>>...Part 1 - The Evolving Social Web has 1 Chapter.
>>>...Chapter 01 - The Social Enterprise : A New Source of Competitive Advantage.
>>>...Part 2 - On Becoming A Social Enterprise has 3 Chapters.
>>>...Chapter 02 - Toward a Comprehensive Digital Business Strategy.
>>>...Chapter 03 - Building Enterprise-Wide Engagement Capability.
>>>...Chapter 04 - Developing a Digitally Driven Company : Culture, Structure, and Leadership.
>>>...Part 3 - Across The Business Universe has 5 Chapters.
>>>...Chapter 05 - Marketing, Sales, and Service, Step 1 : Organize Around Customer Engagement.
>>>...Chapter 06 - Marketing, Sales, and Service, Step 2 : Converse with Your Customers.
>>>...Chapter 07 - Innovation : Commit to Openness, Speed, and Crowds.
>>>...Chapter 08 - Strategy Execution : Capitalize on What Your Organization Already Knows.
>>>...Chapter 09 - Human Capital : Expect Real-Time Resumes and Create a Twenty-First Century Workplace.
>>>...Part 4 - The Future OF The Social Enterprise has 1 Chapter.
>>>...Chapter 10 - Next...Next closes with a Section entitled "It Is Not Necessary To Change" - "Survival Is Not Mandatory."
>>>..."Everywhere" closes with Notes and the ever helpful Index!!!...
>>>...>>> A Suggestion for Survival-Oriented, Serious Builders, InvestPurchase in "Everywhere"...Now / Today...Get It, Read It, Absorb It, Implement It!!!...>>> Be A EarlyAdopter, Nimble, Agile, Flexible, Competitive Business, etc. Aligned with the Social Media Era!!!...Time is of the Essence / Time is our only Non-Recoverable Resource!!!...Carpe Diem / Seize The Day!!!...Michael!!!...
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
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.