The Social Media MBA in Practice - An EssentialCollection of Inspirational Case Studies toInfluence your Social Media Strategy
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More About This Title The Social Media MBA in Practice - An EssentialCollection of Inspirational Case Studies toInfluence your Social Media Strategy


The inside information that marketers and social media practitioners have been dying to get their hands on...

It seems like every day another self-appointed social media "guru" appears on the scene, offering to sell you his or her "surefire" cure for what ails you. Don't you think it's time you heard from the real experts—i.e., folks like you who are responsible for delivering their companies' social media strategies?

Based on extensive interviews with marketing, media and networking professionals at many of today's most admired brands and companies, The Social Media MBA in Practice provides you with detailed examples of the social media strategies in place at ADP, Allianz, Barclaycard, Cisco,, Dell, Electrolux, F5, Getty Images, giffgaff, Go-Ahead Group, HCL, Hobart, Honda, Israel Foreign Office, LivingSocial, Macmillan, Nationwide, NHL Minnesota Wild, Nokia,, PwC, Rentokil, Sony Mobile and Xerox.

This book offers:

  • The most comprehensive set of "blueprints" available in one book for delivering social media strategies more successfully.
  • Includes in-depth case studies packed with hand-on-advice that you can put to work in your company immediately.
  • Covers all-important strategic social media activities - from improving relationships with customers to generating more sales, product testing to team building.


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 or to discuss possible speaking engagements email him directly [email protected] or Google speaking agencies that represents him.


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 – 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 – 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