Harnessing the Social Web to Deepen Customer Intimacy (A4)[1]

8/6/2019 Harnessing the Social Web to Deepen Customer Intimacy (A4)[1]

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Harnessing tHe social Web to Deepencustomer intimacySelecting a Social enterpriSe StrategythatS right or you

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4 Executive Summary

5 The Social Enterprise MaturityModel

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7 Getting Started with a SocialEnterprise Strategy

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About the Authors

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executive summarythe neW MarKet opportunity

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The impact that the social

Web has on business is not

an ordinary effect, but a

profound, permanent

impact one that forces

businesses to figure

out how to respond to

their customers in ways

that would have been

unthinkable even five

years ago.

Paul Greenberg,

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Enablement Listen, Understand,and Share

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tHe social enterprise maturity moDelWhat Degree o change are you reaDy or?

Figure: Social Enterprise Maturity Model

People

ProcessTechnology

Governance

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Improve brand perceptionListenandunderstandShareandconsume

Enhance customer experienceMonitorconversationsTakeaction,reviseprocessesConductongoingdialog

Revolutionary changeFormnewbusinessmodelsDisruptexistingorderCreatecompellingcontentFosternewcommunitiesHarnessviraleffects

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Engagement Start a Dialogueand Take Action

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Transformation RevolutionizeBusiness as Usual

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Take the Social Web Seriously

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Know Your Social Stakeholders

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Construct Win-Win Dynamics

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Integrate into Your Business

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Measure and Evolve

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Continue the Conversation

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Harnessing the Social Web to Deepen Customer Intimacy (A4)[1]