Opting In: Lessons in Social Business from a Fortune 500 Product Manager (IBM Press)

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9780133258936: Opting In: Lessons in Social Business from a Fortune 500 Product Manager (IBM Press)

Does social business work, or is it just the latest marketing buzzword?

"Social business isn't some hot new fad that will be over in an Internet minute." So says IBM executive Ed Brill, in his new book Opting In. Whether you are a product or brand manager, marketer, customer satisfaction expert, strategist, HR executive, IT manager, or CFO, this book will help you understand how you -- and your organization -- can be more successful through becoming a social business.

In Opting In, you will learn how to be successful in social business, based on the strategy and lessons learned as IBM adopted a culture of transformation and engagement. Brill candidly shares the best practices, challenges, and results of IBM's social business transformation. Opting In outlines the process of becoming a social business, through organizational commitment, cultural change, the right tools, and a strategy for engagement. Brill helps readers develop individual strategies and a roadmap for using social business tools, from time and place considerations, volume and amplification, offense and defense considerations, through building an army of advocates.

Opting In will help you learn how to use social business tools to grow your business through customer intimacy, global reach, and product lifecycle acceleration. You will improve your individual and organizational effectiveness through influence and reach. You will learn when and how to engage with customers as individuals and the marketplace through unique voice. Brill also shows how social business helped him enhance his personal brand through leadership, influence, balance, and inclusion -- and how it can do the same for you.

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From the Inside Flap:

Using today's social business tools and approaches, product and brand managers can bring new products and services to market faster, identify new opportunities for innovation, and anticipate changing market conditions before competitors do. In Opting In , IBM's Ed Brill demonstrates how product managers can fully embrace social business and leverage the powerful opportunities it offers.

Brill explains why social business is not a fad, not "just people wasting time on Facebook, Twitter, and YouTube," and not just for marketers. He shows how to drive real value from crowdsourcing, interactivity, and immediacy, and from relational links across your organization's full set of content and networks.

Drawing on his extensive experience at IBM, Brill explores powerful new ways to apply social business throughout product, service, and brand management. Using actual IBM examples, he offers candid advice for optimizing products by infusing them with the three core characteristics of social business: engagement, transparency, and agility.


Drive breakthrough product, service, and brand performance through:

Engagement: Optimize productivity and efficiency by deeply connecting customers, employees, suppliers, partners, influencers... maybe even competitors

Transparency: Demolish boundaries to information, experts, and assets--thereby improving alignment, knowledge, and confidence

Agility: Use information and insight to anticipate/address evolving opportunities, make faster decisions, and become more responsive

From the Back Cover:

Winning social business techniques for every product, service, and brand manager, line-of-business manager, and marketing executive!

  • How IBM used social business to transform Lotus Notes and build a vibrant, profitable global community
  • New best practices for promoting engagement, transparency, and agility
  • A deeply personal case study: handbook, roadmap, autobiography, and inspiration
Does "social business" work? IBM has proven unequivocally: it does. In Opting In, IBM executive Ed Brill candidly shares best practices, challenges, and results from IBM's social business transformation, and shows how his team used it to transform existing products into a thriving global business.
This deeply personal "extended case study" offers you a detailed roadmap for achieving and profiting from deep customer engagement. Brill shares his 15+ years of product management experience at IBM, and how these techniques and experiences have developed a vibrant marketplace of 50,000 customers using IBM collaboration solutions worldwide.
You'll learn how to use social business tools to strengthen customer intimacy, extend global reach, accelerate product lifecycles, and improve organizational effectiveness. You'll also discover how social business can help you enhance your personal brand--so you can build your career as you improve your business performance.
With a foreword by Marcia Conner, Author and Principal Analyst at SensifyWork.

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Ed Brill
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Book Description Pearson Education (US), United States, 2013. Paperback. Book Condition: New. New.. 228 x 152 mm. Language: English . Brand New Book. Winning social business techniques for product managers, marketers, and business leaders! * How product managers at IBM are using social business to transform markets and build vibrant global communities * New best practices for promoting engagement, transparency, and agility * A deeply personal case study: handbook, roadmap, autobiography, and inspiration Does social business work? IBM has proven unequivocally: it does. In Opting In, IBM executive Ed Brill candidly shares best practices, challenges, and results from his social business journey, and shows how his team used it to transform existing products into thriving business lines. This deeply personal extended case study offers you a detailed roadmap for achieving and profiting from deep customer engagement. Brill shares his 15+ years of product management experience at IBM and describes how these techniques and experiences have developed a vibrant marketplace of social business customers worldwide. You ll learn how to use social business tools to strengthen customer intimacy, extend global reach, accelerate product lifecycles, and improve organizational effectiveness. You ll also discover how social business can help you enhance your personal brand-so you can build your career as you improve your business performance. With a Foreword by Marcia Conner, Author and Principal Analyst at SensifyWork. Using today s social business tools and approaches, product and brand managers can bring new products and services to market faster, identify new opportunities for innovation, and anticipate changing market conditions before competitors do. In Opting In, IBM s Ed Brill demonstrates how product managers can fully embrace social business and leverage the powerful opportunities it offers. Brill explains why social business is not a fad, not just people wasting time on Facebook, Twitter, and YouTube, and not just for marketers. He shows how to drive real value from crowdsourcing, interactivity, and immediacy, and from relational links across your organization s full set of content and networks. Drawing on his extensive experience at IBM, Brill explores powerful new ways to apply social business throughout product, service, and brand management. Using actual IBM examples, he offers candid advice for optimizing products by infusing them with the three core characteristics of social business: engagement, transparency, and agility. Drive breakthrough product, service, and brand performance through: Engagement: Optimize productivity and efficiency by deeply connecting customers, employees, suppliers, partners, influencers.maybe even competitors Transparency: Demolish boundaries to information, experts, and assets-thereby improving alignment, knowledge, and confidence Agility: Use information and insight to anticipate/address evolving opportunities, make faster decisions, and become more responsive. Bookseller Inventory # AAK9780133258936

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Book Description Pearson Education (US), United States, 2013. Paperback. Book Condition: New. New.. 228 x 152 mm. Language: English . Brand New Book. Winning social business techniques for product managers, marketers, and business leaders! * How product managers at IBM are using social business to transform markets and build vibrant global communities * New best practices for promoting engagement, transparency, and agility * A deeply personal case study: handbook, roadmap, autobiography, and inspiration Does social business work? IBM has proven unequivocally: it does. In Opting In, IBM executive Ed Brill candidly shares best practices, challenges, and results from his social business journey, and shows how his team used it to transform existing products into thriving business lines. This deeply personal extended case study offers you a detailed roadmap for achieving and profiting from deep customer engagement. Brill shares his 15+ years of product management experience at IBM and describes how these techniques and experiences have developed a vibrant marketplace of social business customers worldwide. You ll learn how to use social business tools to strengthen customer intimacy, extend global reach, accelerate product lifecycles, and improve organizational effectiveness. You ll also discover how social business can help you enhance your personal brand-so you can build your career as you improve your business performance. With a Foreword by Marcia Conner, Author and Principal Analyst at SensifyWork. Using today s social business tools and approaches, product and brand managers can bring new products and services to market faster, identify new opportunities for innovation, and anticipate changing market conditions before competitors do. In Opting In, IBM s Ed Brill demonstrates how product managers can fully embrace social business and leverage the powerful opportunities it offers. Brill explains why social business is not a fad, not just people wasting time on Facebook, Twitter, and YouTube, and not just for marketers. He shows how to drive real value from crowdsourcing, interactivity, and immediacy, and from relational links across your organization s full set of content and networks. Drawing on his extensive experience at IBM, Brill explores powerful new ways to apply social business throughout product, service, and brand management. Using actual IBM examples, he offers candid advice for optimizing products by infusing them with the three core characteristics of social business: engagement, transparency, and agility. Drive breakthrough product, service, and brand performance through: Engagement: Optimize productivity and efficiency by deeply connecting customers, employees, suppliers, partners, influencers.maybe even competitors Transparency: Demolish boundaries to information, experts, and assets-thereby improving alignment, knowledge, and confidence Agility: Use information and insight to anticipate/address evolving opportunities, make faster decisions, and become more responsive. Bookseller Inventory # AAK9780133258936

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