Table of Contents

Acknowledgements vii

Preface ix

Hall of Fame xv

Part I – Set-Up 1

1 Nationwide – Creating Senior Leadership Buy-In 3

2 Honda – Creating a Centre of Excellence 13

3 Cisco – Social Media Center of Excellence 25

Part II – Social Media Strategy 39

4 Nokia – Delivering Social Media Strategy 41

5 LivingSocial – Getting Social in B2B 53

Part III – Social by Department 59

Across Departments 61

6 Macmillan – Social Beyond Marketing 63

7 F5 – Social Across Departments 75

PR and Marketing 87

8 Israel Foreign Office – Social in Hostile Environments 89

9 Confused.com – From Content to Profi t 99

10 Xerox – Help Clients go Social 111

Sales 119

11 ADP – B2B Selling 121

12 Dell – Building Advocacy 131

13 Play.com – Monetize Big Data 143

14 Hobart – B2B Community Building 153

15 Allianz – B2C Selling 161

Customer Services 171

16 giffgaff – Customer Support by Customers 173

17 Go-Ahead – Customer Service 183

18 NHL Minnesota Wild – The True Value of a Fan 189

Product Development 203

19 Barclaycard US – Customer Collaboration 205

20 Sony Mobile – Managing Quality Control 211

21 Getty Images – Socialize your Products 225

Innovation 235

22 PricewaterhouseCoopers – Crowdsourcing 237

23 Electrolux – Internal Crowdsourcing 247

HR 267

24 HCL – Social for HR 269

Future 279

25 Rentokil – Crisis Management 281

Index 291

About the Author

The author of Amazon bestseller The Social Media MBA , Christer Holloman, has been writing technology trend features for Sky News online the last three years, reaching over 7 million readers every month, and was previously the Head of Digital Product Development at The Times and The Sunday Times in London. Holloman is a popular keynote speaker with audiences ranging from business students to C-level executives and is frequently hired for conferences and corporate events around the world by clients such as Microsoft, VISA and Ogilvy. What makes him unique as a journalist and speaker is that he lives and breathes his topic as he regularly consults for major companies and tech start-ups on digital business development projects. That means he won't be providing theories but instead up to date hands-on advice that will inspire readers and delegates. Europe's largest regional newspaper The Evening Standard named Holloman one of London's most influential individuals within New Media. Christer Holloman is a member of the National Union of Journalists and holds a BSc in Business from the University of Umea, Sweden. For more information please visit http://www.holloman.info or to discuss possible speaking engagements email him directly contact@holloman.info or Google speaking agencies that represents him.

Reviews

"...I recommend this book to show how a focused, measured and collaborative approach to social media can deliver tangible and sustainable business success." (Admap, February 2014)