The Social Factor: Innovate, Ignite, and Win through Mass Collaboration and Social Networking (IBM Press) PDF
Preview The Social Factor: Innovate, Ignite, and Win through Mass Collaboration and Social Networking (IBM Press)
Related Books of Interest Multisite Commerce The New Language of Proven Principles for Overcoming Marketing 2.0 the Business, Organizational, and How to Use ANGELS to Energize Technical Challenges Your Market by Lev Mirlas by Sandy Carter ISBN: 0-13-714887-9 ISBN: 0-13-714249-8 In Multisite Commerce, Lev Mirlas—the Use ANGELS and Web 2.0 Marketing to Drive architect who pioneered the concept Powerful, Quantifiable Results of a shared multisite platform with IBM WebSphere Commerce—introduces Today, marketers have an array of radically new best practices and methodologies for Web 2.0-based techniques at their disposal: implementing and managing multiple viral marketing, social networking, virtual e-commerce sites efficiently and worlds, widgets, Web communities, blogs, cost-effectively. podcasts, and next-generation search, to name just a few. Now, leading IBM marketing Mirlas begins by reviewing why multisite innovator Sandy Carter introduces ANGELS, a commerce is necessary and yet so start-to-finish framework for choosing the right challenging to execute. Next, he addresses Web 2.0 marketing tools—and using them to multisite commerce from three maximize revenue and profitability. perspectives: business, implementation, and technical. You’ll learn how to plan Carter demonstrates winning Web 2.0 and implement a shared platform and use it to marketing at work through 54 brand-new case create and operate new sites that studies: organizations ranging from Staples to will remarkably lower incremental cost. Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways This book’s start-to-finish methodology provides to market brands and products in both B2B and a common language that everyone involved in B2C markets...integrate Web 2.0, experiential, multiple sites—from executives to project and conventional marketing...maximize managers and technical architects to site synergies between global and local administrators—can share. marketing...gain more value from influencers, and more. Listen to the author’s podcast at: ibmpressbooks.com/podcasts Sign up for the monthly IBM Press newsletter at ibmpressbooks/newsletters IBM_InfoTech_3page_6x9.indd 1 3/4/09 2:43:59 PM Related Books of Interest Related Books of Interest Can Two Rights Make a Wrong? Reger ISBN: 0-13-173294-3 RFID Sourcebook Lahiri ISBN: 0-13-185137-3 Search Engine Marketing Do It Wrong Quickly The Greening of IT Driving Search Traffic to How the Web Changes the How Companies Can Make a Your Company's Web Site Old Marketing Rules Difference for the Environment Mining the Talk Spangler, Kreulen by Mike Moran and Bill Hunt by Mike Moran by John Lamb ISBN: 0-13-606868-5 ISBN: 0-13-225596-0 ISBN: 0-13-715083-0 ISBN: 0-13-233953-6 The #1 Step-by-Step Guide to Search For decades, marketers have been taught to Drawing on leading-edge experience, Marketing Success...Now Completely carefully plan ahead because “you must get John Lamb helps you realistically assess Updated with New Techniques, Tools, Best it right–it’s too expensive to change.” But, in the business case for green IT, set The New Language Practices, and Value-Packed Bonus DVD! the age of the Web, you can know in hours priorities, and overcome internal and of Business whether your strategy’s working. Today, external challenges to make it work. He Carter Thoroughly updated to fully reflect today’s winners don’t get it right the first time: They offers proven solutions for issues ranging ISBN: 0-13-195654-X latest search engine marketing opportunities, start fast, change fast, and relentlessly from organizational obstacles to executive this book guides you through profiting from optimize their way to success. They do it motivation and discusses crucial issues social media marketing, site search, wrong quickly…then fix it, just as quickly! ranging from utility rate incentives to SOA Governance advanced keyword tools, hybrid paid search metrics. Along the way, you’ll discover Brown, Laird, Gee, Mitra auctions, and much more. You’ll walk In this book, Internet marketing pioneer Mike energy-saving opportunities—from ISBN: 0-13-714746-5 step-by-step through every facet of creating Moran shows you how to do that-step-by- virtualization and consolidation to cloud an effective program: projecting business step and in detail. Drawing on his experience and grid computing—and solutions that value, selling stakeholders and executives, building ibm.com into one of the world’s will improve business flexibility as they building teams, choosing strategy, most successful sites, Moran shows how to reduce environmental impact. Service-Oriented implementing metrics, and above all, quickly transition from “plan then execute” to Architecture (SOA) Compass Lamb presents case studies, checklists, execution. a nonstop cycle of refinement. Bieberstein, Bose, Fiammante, and more—all the practical guidance you Jones, Shah need to drive maximum bottom-line value You’ll master specific techniques for making ISBN: 0-13-187002-5 from your green IT initiative. the Web’s “two-way marketing conversa- Reaching the Goal tion” work successfully, productively, and profitably. Next, Moran shows how to choose Ricketts the right new marketing tools, craft them ISBN: 0-13-233312-0 into an integrated strategy, and execute it…achieving unprecedented efficiency, accountability, speed, and results. Eating the IT Elephant Listen to the author’s podcast at: ibmpressbooks.com/podcasts Hopkins and Jenkins ISBN: 0-13-713012-0 Visit ibmpressbooks.com Sign up for the monthly IBM Press newsletter at for all product information ibmpressbooks/newsletters IBM_InfoTech_3page_6x9.indd 2 3/4/09 2:43:59 PM IBM_InfoTech_3page_6x9.indd 3 3/4/09 2:43:59 PM Related Books of Interest Related Books of Interest Can Two Rights Make a Wrong? Reger ISBN: 0-13-173294-3 RFID Sourcebook Lahiri ISBN: 0-13-185137-3 Search Engine Marketing Do It Wrong Quickly The Greening of IT Driving Search Traffic to How the Web Changes the How Companies Can Make a Your Company's Web Site Old Marketing Rules Difference for the Environment Mining the Talk Spangler, Kreulen by Mike Moran and Bill Hunt by Mike Moran by John Lamb ISBN: 0-13-606868-5 ISBN: 0-13-225596-0 ISBN: 0-13-715083-0 ISBN: 0-13-233953-6 The #1 Step-by-Step Guide to Search For decades, marketers have been taught to Drawing on leading-edge experience, Marketing Success...Now Completely carefully plan ahead because “you must get John Lamb helps you realistically assess Updated with New Techniques, Tools, Best it right–it’s too expensive to change.” But, in the business case for green IT, set The New Language Practices, and Value-Packed Bonus DVD! the age of the Web, you can know in hours priorities, and overcome internal and of Business whether your strategy’s working. Today, external challenges to make it work. He Carter Thoroughly updated to fully reflect today’s winners don’t get it right the first time: They offers proven solutions for issues ranging ISBN: 0-13-195654-X latest search engine marketing opportunities, start fast, change fast, and relentlessly from organizational obstacles to executive this book guides you through profiting from optimize their way to success. They do it motivation and discusses crucial issues social media marketing, site search, wrong quickly…then fix it, just as quickly! ranging from utility rate incentives to SOA Governance advanced keyword tools, hybrid paid search metrics. Along the way, you’ll discover Brown, Laird, Gee, Mitra auctions, and much more. You’ll walk In this book, Internet marketing pioneer Mike energy-saving opportunities—from ISBN: 0-13-714746-5 step-by-step through every facet of creating Moran shows you how to do that-step-by- virtualization and consolidation to cloud an effective program: projecting business step and in detail. Drawing on his experience and grid computing—and solutions that value, selling stakeholders and executives, building ibm.com into one of the world’s will improve business flexibility as they building teams, choosing strategy, most successful sites, Moran shows how to reduce environmental impact. Service-Oriented implementing metrics, and above all, quickly transition from “plan then execute” to Architecture (SOA) Compass Lamb presents case studies, checklists, execution. a nonstop cycle of refinement. Bieberstein, Bose, Fiammante, and more—all the practical guidance you Jones, Shah need to drive maximum bottom-line value You’ll master specific techniques for making ISBN: 0-13-187002-5 from your green IT initiative. the Web’s “two-way marketing conversa- Reaching the Goal tion” work successfully, productively, and profitably. Next, Moran shows how to choose Ricketts the right new marketing tools, craft them ISBN: 0-13-233312-0 into an integrated strategy, and execute it…achieving unprecedented efficiency, accountability, speed, and results. Eating the IT Elephant Listen to the author’s podcast at: ibmpressbooks.com/podcasts Hopkins and Jenkins ISBN: 0-13-713012-0 Visit ibmpressbooks.com Sign up for the monthly IBM Press newsletter at for all product information ibmpressbooks/newsletters IBM_InfoTech_3page_6x9.indd 2 3/4/09 2:43:59 PM IBM_InfoTech_3page_6x9.indd 3 3/4/09 2:43:59 PM This page intentionally left blank Maria Azua THE SOCIAL FACTOR This page intentionally left blank Maria Azua THE SOCIAL FACTOR Innovate, Ignite, and Win through Mass Collaboration and Social Networking IBM Press™ Pearson Plc Upper Saddle River, NJ • Boston • Indianapolis • San Francisco New York • Toronto • Montreal • London • Munich • Paris • Madrid Cape Town • Sydney • Tokyo • Singapore • Mexico City ibmpressbooks.com The author and publisher have taken care in the preparation of this book, but make no expressed or implied warranty of any kind and assume no responsibility for errors or omis- sions. No liability is assumed for incidental or consequential damages in connection with or arising out of the use of the information or programs contained herein. © Copyright 2010 by International Business Machines Corporation. All rights reserved. Note to U.S. Government Users: Documentation related to restricted right. Use, duplication, or disclosure is subject to restrictions set forth in GSA ADP Schedule Contract with IBM® Corporation. IBM® Press Program Managers: Steven M. Stansel, Ellice Uffer Cover design concept: Ryan Mellody Associate Publisher: Greg Wiegand Marketing Manager: Kourtnaye Sturgeon Acquisitions Editor: Katherine Bull Publicist: Heather Fox Development Editor: Ginny Bess Munroe Managing Editor: Kristy Hart Designer: Alan Clements Project Editor: Jovana San Nicolas-Shirley Copy Editor: Apostrophe Editing Services Indexer: Lisa Stumpf Compositors: Nonie Ratcliff and Bronkella Publishing LLC Proofreader: Leslie Joseph Manufacturing Buyer: Dan Uhrig Published by Pearson plc Publishing as IBM Press™ IBM® Press offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales, which may include electronic versions and/or custom covers and content particular to your business, training goals, marketing focus, and branding interests. For more information, please contact: U.S. Corporate and Government Sales 1-800-382-3419 [email protected] For sales outside the U.S., please contact: International Sales [email protected] IBM, the IBM logo, ibm.com, IBM Press, Domino, Lotus, Lotus Discovery Server, Lotus Notes, Quickr, Sametime, ThinkPlace, Tivoli, WebSphere, World Community Grid, and z/VM are trademarks or registered trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trade- marks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copy and Trademark Information” at www.ibm.com/legal/copytrade.shtml. Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other coun- tries, or both. Linux is a registered trademark of Linus Torvalds in the United States, other countries, or both. Intel and the Intel logo are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. Other company, product, or service names may be trademarks or service marks of others. Library of Congress Cataloging-in-Publication Data Himmel, Maria Azua, 1960- The social factor : innovate, ignite, and win through mass collaboration and social network- ing / Himmel Maria Azua. p. cm. ISBN 978-0-13-701890-1 (pbk. : alk. paper) 1. Social networks. I. Title. HM741.H56 2009 306.4'602856754--dc22 2009023428 All rights reserved. This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permissions, write to: Pearson Education, Inc. Rights and Contracts Department 501 Boylston Street, Suite 900 Boston, MA 02116 Fax (617) 671-3447 ISBN-13: 978-0-13-701890-1 ISBN-10: 0-13-701890-8 Text printed in the United States on recycled paper at R.R. Donnelley in Crawfordsville, Indiana. First printing August 2009
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