THE SOCIAL MEDIA MBA -- CONTENTS -- PREFACE -- Part I Foundation -- Chapter 1 QUICK RECAP -- In short -- Overview -- 1. Recognize change -- 2. Make a deal with your employees to eliminate FUD -- 3. Be where your customers are -- 4. Listen -- 5. Permit not prohibit -- Roundup -- References -- Chapter 2 BRIDGING THE SOCIAL MEDIA GAP -- In short -- Overview -- 1. Determine who the social media spokespeople are -- 2. Give them a safety net -- 3. Empower them to get the job done -- Roundup -- References -- Part II Strategy Development -- Chapter 3 INSPIRING AND FACILITATING CREATIVITY -- In short -- Overview -- What is creativity? -- Setting the creative boundaries -- Getting socially creative -- The creative mindset -- Getting into the groove -- From the drawing board to making it happen -- Having fun -- Roundup -- Chapter 4 THE RISE OF BRANDED CONTENT -- In short -- Overview -- What do we mean when we speak of content? -- Explosion in consumption habits -- Content wasn't always such a foreign approach -- New mechanics of distribution -- An example: Kanon Vodka -- Best practices -- Roundup -- Chapter 5 POWER OF INTEGRATION -- In short -- Overview -- Why I care about this topic -- The shift - in a nutshell -- The blind men - aka our training and backgrounds -- Marketing -- PR/communications -- Customer service -- Information technology -- Human resources -- Finance -- How it all fits together -- Roundup -- Chapter 6 INTENT IS THE NEW DEMOGRAPHIC -- In short -- Overview -- What's wrong with the traditional demographics-based planning model? -- Why intent? -- Intent as the new demographic -- So how do I find out about intent? -- Digital marketing and intent -- Roundup -- References -- Chapter 7 TARGETING THE EASILY INFLUENCED NOT THE HIGHLY INFLUENTIAL -- In short -- Overview -- Why the easily influenced may be more important than influential.

The traditional influencer model -- Influencer versus network structure -- Thresholds and decision making -- Diffusion and the spread of information -- SIR model and the spread of epidemics -- Contagion is not persuasion -- Lowering thresholds -- Conclusion -- Roundup -- References -- Part III Strategy Delivery -- Chapter 8 YOUR BEST ADVOCATES -- In short -- Overview -- Marketing -- Conversations -- Staff networks -- Culture -- Competence -- When things go wrong -- Benefits -- Roundup -- Chapter 9 THE PROFIT MANIFESTO -- In short -- Overview -- What is return on investment? -- Here is a ten point check list to understand your ROI -- 1. Know thyself - a little introspection can save a lot of money -- 2. Motives and means - understanding the inputs and outputs -- 3. Will it play in Peoria? - or why relevance = revenues -- 4. Manning the gates - forget the intern, empower your staff -- 5. Be your own worst enemy - embracing disruption as a strategy -- 6. Right hand meet left hand - good communications leads to good campaigns -- 7. Joy to the world - why making it Christmas every day will turny our customers into advocates and deliver sales -- 8. There can be only one original - the importance of being unique in delivering viral social media campaigns -- 9. Look before you leap - understand the medium before you convey the message -- 10. Now what? - a customer is for life not just a campaign -- Roundup -- Chapter 10 SOCIAL MEDIA BUSINESS ENGINEERING -- In short -- Overview -- Social media industry life cycle -- Social business -- Social business strategies -- Immersion -- Analysis -- Objectives -- Philosophy -- Methodology -- Implementation -- Roundup -- Acknowledgements -- References -- Chapter 11 POWER STRUGGLES OF THE ADVOCATE AGE -- In short -- Overview -- The "bad" news -- The good news -- The advocate opportunity -- Make it easy -- Incentives.

B2B -- B2B reputation -- VIIPs, QIIPs and LIIPs -- The VIIPs -- Brands and VIIPs -- Stimulate your VIIPs -- The QIIPs -- Plant the seed and it will grow -- The LIIPs -- So what are we to do? -- The social media MBA : your competitive edge in social media strategy development anddelivery -- Brand mutualization, fatigue and Generation S -- Next generation -- Roundup -- Part IV Case Studies -- Chapter 12 ARM -- The author -- The company -- Our social media strategy -- A recent social media success story -- Background -- Campaign objective -- Delivery -- Budget -- ROI -- Key learnings -- Kerry's best advice -- Chapter 13 AVIVA -- The author -- The company -- Our social media strategy -- Recent social media success story -- Background -- Delivery -- ROI -- Key learnings -- Jan's best advice -- Chapter 14 DELL -- The author -- The company -- Our social media strategy -- The evolution of listening -- Most recent success story: social media ground control -- Background -- Delivery -- ROI -- Key learnings -- Stuart's best advice -- Chapter 15 EVANS CYCLES -- The author -- The company -- Our social media strategy -- A recent social media success story -- Background -- Campaign objective -- Budget -- Delivery -- ROI -- Key learnings -- Will's best advice -- Chapter 16 GLAXOSMITHKLINE -- The author -- The company -- Our social media strategy -- Recent social media success story -- Background -- Campaign objective -- Budget -- Delivery -- ROI -- Key learnings -- Verity's best advice -- Chapter 17 KODAK -- The author -- The company -- Our social media strategy -- A recent social media success story -- Background -- Campaign objective -- Budget -- What we did -- ROI -- Key learnings -- Madlen's best advice -- Chapter 18 ROYAL PHILIPS ELECTRONICS -- The author -- The company -- Our social media strategy -- Recent social media success story -- Background.

Campaign objective -- Budget -- Delivery -- ROI -- Hans' best advice -- Chapter 19 SAGE -- The author -- The company -- Our social media strategy -- Recent social media success story -- Background -- Campaign objective -- Delivery -- ROI -- Key learnings -- Cath's best advice -- Part V The Future -- Chapter 20 THE ETHNOCENTRIC BIAS -- In short -- Overview -- Key characteristics of the current discussion -- Asia's social media scene -- Leadership and the path forward -- Roundup -- References -- Chapter 21 DIGITAL DRAGONS, ELEPHANTS AND TIGERS -- In short -- Overview -- The absolute triumph of social media in Asia -- The unique story of microblogging in China -- The incredible dominance of social gaming and online dating in Asia -- The local, entrenched, international, evolving experience -- Diving deeper into Asian markets -- Asia, the future - charting a course ahead -- New forms of digital storytelling in Asia - data visualization -- Roundup -- Chapter 22 DESIGN THINKING AND SOCIAL MEDIA -- In short -- Overview -- Powerful experiences -- Management strategy meets social media strategy -- Design thinking to develop your social media strategy -- Shimano applies design thinking -- Roundup -- References -- Chapter 23 GOD TECHNOLOGY -- In short -- Overview -- Omniscient -- Omnipresent -- Omnibenevolent -- Omnipotent -- Immortal -- Technology -- From God to social media -- The real challenge is relevance -- Roundup -- CONCLUSION -- BIOGRAPHIES -- INDEX.