Table of Contents

Contentsforeword by david C. edelman vii introduction xipart I Weathering a Sea Change 1Chapter 1 The New Normal-Even Change Is Changing 3Chapter 2 The Blue Focus Marketing (R) Social EmployeeMoebius ModelTM 15Chapter 3 Brands Under Pressure 27Chapter 4 The Social Employee-Lines Blur BetweenBrands, Employees, and Customers 37PART II How Great Companies BuildSocial Cultures 51Chapter 5 IBM-Making Connections One Employeeat a Time 53Chapter 6 How Adobe Manages Social Media Using Guardrails 77Chapter 7 How Dell Learned to SMaC-U into SocialSuccess 97Chapter 8 How Cisco Built a Powerful Employee Network 117Chapter 9 How the Southwest Way Creates CompetitiveAdvantage 135Chapter 10 AT&T: B2B Social Networking at Its Best 155Chapter 11 How Acxiom and Domo Are Leading the Charge 159PART III Recalculating Your Route 171Chapter 12 How Social Executives Drive Brand Value 173Chapter 13 Finding Education in the Social University 191Chapter 14 Building Communities of Shared Interest 201Chapter 15 How Content Marketing Empowers Social Employees 213Chapter 16 The Blue Focus Marketing 10 Commandments ofBrand Soul 229Afterword by Kevin Randall 237Glossary 241Notes 251Acknowledgments 257Index 261

About the Author

CHERYL BURGESS and MARK BURGESS are founders of Blue Focus Marketing, an award-winning social branding consultancy and recipient of the 2012 MarketingSherpa Reader's Choice Award for Best Social Media Marketing Blog. Connect via Twitter @ckburgess, @mnburgess, @BlueFocus, @SocialEmployee. www.bluefocusmarketing.com