The Most Powerful Brand On Earth

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Enabling employees and partners in modern business 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. Nearly every industry is affected, and this book provides frameworks, guidelines, and case studies for people to navigate the change for their organization. How This Book is Organized Chapter 1 explains why a brand should consider empowering employees and partners in social media. We provide data from a wide range of sources to explain how (1) permanent changes in human communication are making online advocacy a critical priority; (2) people trust people, now more than ever; and (3) your brand's official communicators can not do it alone. Chapter 2 explains how to help your people create relationships and engagement that create business value. Specifically, we show how to plan the roles and skills you will need, then attract, onboard, support, and measure the people whom you empower in social media. Chapter 3 gives you a framework for measuring (1) business outcomes; (2) the performance of your people; and (3) the performance of your social empowerment program. Chapter 4 explains (1) how the nature of online influence is often misunderstood; (2) how influence works online; and (3) reasonable expectations for how a brand can create and leverage online influence. Chapter 5 provides a proven framework to plan, execute, manage, and measure the development and optimization of relationships with online influencers, through employees and partners. Chapter 6 describes the security, privacy, and regulatory issues that brands must resolve to ensure that employees, the brand, and other stakeholders are safe and secure when employees and partners engage in social media on behalf of the brand. Chapter 7 details the team that you will need in order to run a program that delivers business value through employees and partners in social media. Chapter 8 explains how to get the support you will need from leaders, program participants, and other stakeholders in your organization. The chapter includes (1) how to build a business case for this kind of program; (2) how to align your program to the goals of the executives who will fund or support you; (3) how to use pilots to prove the concept and build support; and (4) how to use early adopters. Chapter 9 explains the role of culture in this kind of program, and how you can structure your strategy and your program to succeed within your organization's culture. The chapter also provides a proven framework for managing the change journey that your organization and your people will undergo. Finally, Chapter 10 examines emerging or slowly evolving trends that will affect social empowerment programs five to ten years in the future.

The Most Powerful Brand On Earth

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