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Everywhere: Comprehensive Digital Business Strategy for the Social Media Era Hardcover – March 29, 2011

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Product Details

  • Hardcover: 272 pages
  • Publisher: Wiley; 1 edition (March 29, 2011)
  • Language: English
  • ISBN-10: 0470651709
  • ISBN-13: 978-0470651704
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #1,448,101 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Social media has upended the way the world communicates. No longer just the focus of marketing departments, the conversations taking place online have the power to drive innovation, perceptions, and sales in every industry. From research and development to human resources, from the trenches all the way up to the top brass, social media has transformed how businesses communicate, operate, organize, and create value.

Everywhere explains how to put your digital strategy at the center of your organization. Social media taps into the collective intelligence of people who are already actively engaged with your company. It sounds an early alarm on trends, issues with your products, and ideas for improvements. Social media allows you to engage honestly and openly with stakeholders in a way that your competitors aren't.

Internally, social media tools can foster conversations among employees, enhance strategy execution, and turn silo thinkers into bridge thinkers. Product development can take dramatic leaps through the use of proactive and vocal consumers, cross-functional collaboration, innovation brokers, and partnerships. Information that used to take a year to gather can now be sourced and fed into strategy almost instantaneously. Everywhere gives you the information you need to:

  • Determine who your most valuable constituencies are, find them on the Web, and monitor them without invading their sense of privacy
  • Understand how the social web has changed the consumer purchase journey
  • Decide who should represent your company online and what type of internal infrastructure is needed to maximize the value of these external communities
  • Look at reporting structures, company policies, and procedures to determine what helps and what hinders collaboration internally and externally
  • Discover social tools that can improve communication between employees
  • Learn how social media engagement is changing talent recruitment, training, and retention

Social media engagement improves companies, empowers employees, and wins customers. It creates highly efficient enterprises, able to reallocate inventory, capital, and talent on a real-time rather than quarterly basis. The social media age is upon us. Implement your digital strategy now, and your company will thrive in this new reality.

From the Back Cover

Praise for Everywhere

"Larry Weber clearly grasps the impact of ubiquitous social technology on companies—the unprecedented opportunities as well as the challenges. Companies that understand this new reality, and are building a comprehensive digital strategy to benefit from it, are already differentiating themselves from their peers. Take advantage of his foresight to make sure that your company is capitalizing on this new source of competitive advantage."
Dr. JAMES CASH, Emeritus James E. Robison Professor of Business Administration, Harvard Business School

"Everywhere is a leader's guide to creating—and getting—value from social media. Larry Weber understands the media and message of connectedness."
ELLIOT SCHRAGE, Vice President of Global Communications,Marketing and Public Policy, Facebook

"Ongoing dialogue with customers, employees, and other stakeholders will soon be the way every successful company does business. We'll come in to work and turn on the lights, turn on the heat, and turn on the voice of our customers. In Everywhere, Larry Weber has written another visionary book, making a compelling case for the type of collaborative company that will have true competitive advantage in the future."
DIANE HESSAN, President and CEO, Communispace

"Once again, Larry Weber takes the highly complex and dynamic digital world and gives a useful and practical guide for making it become an important part of your business . . . as it should be. As we all encounter the many impacts that digital media, social networking, and digital communities are having on our businesses, make sure you access his keen thinking."
MARK NUNNELLY, Managing Director, Bain Capital

"Weber really gets that social media is a lot more than a set of tools that people use to chat with their friends and family. Those conversations are valuable sources of market intelligence, inputs into product and service development, and sources of employee recruitment—and, ultimately, lead to competitive advantage. At TripAdvisor, we live and breathe this stuff, as social media has been the foundation of the company. Everywhere is a must-read for business."
STEPHEN KAUFER, founder, President, and CEO, TripAdvisor

More About the Author

Larry Weber is the Chairman & CEO of Racepoint Global (www.racepointglobal.com), an advanced marketing services agency, well-known expert in PR and marketing services, and author. Passionate about the convergence of technology and communications, he is a frequent public speaker on the future of marketing, the social web and building communities online. Larry enjoys helping global brands and emerging companies harness social media strategies to enhance brand reputation, create and extend partnerships, and increase demand generation. He founded one of the industry's first interactive marketing agencies, Thunderhouse, and has worked with world-class clients including ARM, AT&T, Coca-Cola, Cook Medical, General Electric, General Motors, IBM, Kaiser Permanente, Microsoft, and many more.

In 1987, Larry started his own public relations company, The Weber Group, and within a decade it became the world's largest public relations firm. The Interpublic Group of Companies purchased The Weber Group in late 1996, and in early 2000, Larry was named Chairman and CEO of Interpublic's Advanced Marketing Services, a $3 billion unit with 12,000 people and including the company's public relations, research and analysis, and entertainment holdings.

Larry serves on a number of Boards of corporations, non-profit organizations and academic institutions. He is the co-founder and Chairman of the Board of Directors of the Massachusetts Innovation and Technology Exchange (MITX),the world's largest Internet marketing association. Larry has authored four business and marketing books, including The Provocateur: How a New Generation of Leaders Are Building Communities, Not Just Companies (Random House/Crown Business, 2002), business bestseller Marketing to the Social Web: How Digital Customer Communities Build Your Business (Wiley & Sons, 2007, with a second edition in 2009), Sticks & Stones: How Digital Business Reputations Are Created Over Time...And Lost in a Click (Wiley & Sons, 2009), and Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (Wiley & Sons, 2011). Larry's newest book, The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, is due out in Spring 2014.

Customer Reviews

4.7 out of 5 stars
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See all 17 customer reviews
This is the most advanced look at the effects of, and uses for social media in the marketing mix.
Big Daddy Fitz
'Everywhere' is essential reading not just for the business-minded but for anyone looking to gain foresight into the future of communications.
Jason F
Larry's book provides great examples of companies successfully utilizing social media - what works and what doesn't.
Frank Lindquist

Most Helpful Customer Reviews

4 of 5 people found the following review helpful By willyg on June 5, 2012
Format: Hardcover Verified Purchase
Lots of rah rah and good anecdotes but little strategy (which is especially disappointing given the title). I did like the numerous assertions that social effectively breaks the traditional sales funnel - there's a lot of valuable implications to that. The point that strategy and business objectives need to be established prior to engaging in extensive social media efforts can't be overstated. The section on paid media is just silly. The new segmentation should be based on behavior and less on demographics is an insightful principle. Overall this is a frustrating read because if you're a believer in social this just confirms that you're right but likely wasn't a great use of your time. if you're skeptical, which is to say grappling with the pragmatic challenges of the paradigm shift that social media presents, this doesn't provide enough of a strategic framework to effectively lead wide-scale change. Probably a good read for beginners though.
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1 of 1 people found the following review helpful By Be Peace on February 3, 2013
Format: Hardcover Verified Purchase
Regardless of whether you are an expert or a beginner in the area of using Social Media towards facilitating dialogue (internal or external), there is much to be gained from this book. It clearly conveys the important message that Social Media is not about technology but about behavior (openness, transparency, information sharing etc). If these behaviors are not encouraged then no matter how well the tools are implemented, outcomes will fail to materialize.

The author also suggests possible new roles and organization structures to effectively implement the Social Media strategy. Given the emerging nature of this field it is best to use these as a guiding light or first draft, realizing that the future of Social Media is still evolving at a rapid pace, impacting any preconceived idea or approach towards it.
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Format: Hardcover
>>>...Social Media has changed the way of Business Communication!!!...No longer just the Focus of Marketing, Conversations are taking place "Everywhere", etc. that have the Power to drive Innovation, Perceptions and Sales, etc. in every Sector & Industry, etc. from Top to Bottom to Top!!!...Social Media has transformed how Business Communicates, Operates and Create Value, etc.!!!..."Everywhere" will help You put Your Digital Strategy at the Center of Your Business!!!...Everywhere: Comprehensive Digital Business Strategy for the Social Media Era
>>>..."Everywhere", from Larry Weber, Authority, Author, Thought & Team Leader, etc. has put together a Comprehensive Digital Business Strategy for our Social Media Era that will allow those Serious Builders to Implement our Digital Strategy...Now / Today...and Thrive & Reap the Benefits & Rewards in this New Reality!!!...>>> However, Author Larry Weber indicates, in Part 4, Chapter 10 - The Future of the Social Enterprise, "It Is Not Necessary To Change!!!...Survival Is Not Mandatory!!!..." >>> For Those Going Forward, Your Journey Starts Now!!!...
>>>..."Everywhere" has 4 Parts, 10 Chapters and 260+ pages of Rich Knowledge, Context & Content, etc.
>>>..."Everywhere" starts with Dedication, Contents, Acknowledgments, Preface, MustRead InDepth Introduction Sections, prior to Part 1!!!...>>> Now, On to Part One.
>>>...Part 1 - The Evolving Social Web has 1 Chapter.
>>>...Chapter 01 - The Social Enterprise : A New Source of Competitive Advantage.
>>>...Part 2 - On Becoming A Social Enterprise has 3 Chapters.
>>>...Chapter 02 - Toward a Comprehensive Digital Business Strategy.
Read more ›
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1 of 1 people found the following review helpful By Paul Dunay on May 15, 2011
Format: Hardcover
I just finished this book and it does a great job describing the dynamic now in play at every organization regarding social media. It illustrated how social media is going on a whirlwind tour throughout your organization touching areas I never expected it to touch. It's not like the early days of the internet - where you can hire a bunch of coders, stick them in a corner and have them create your website and do all things web - its much more involved and truly touches "everywhere" in your organization. Because of that you need a comprehensive strategy that will involve the whole organization and leverage the human network and human capital typically trapped in organizations of all sizes. This book does an excellent job of explaining and then illustrating with real world examples how to create a strategy that will unlock the power hidden everywhere in your organization. Excellent read - thank you Larry!
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1 of 1 people found the following review helpful By Peter Henderson on April 23, 2011
Format: Hardcover
As a marketing executive, I found "Everywhere" to be a very useful tool to understand how companies are leveraging social media to be closer to their customers and other stakeholders. The book abounds with useful examples of what companies are doing today to apply social media strategies to be more competitive in their respective markets. Everywhere offers a refreshing perspective on how the business world is changing because of social media and where it can be applied-- within and beyond marketing-- to make a difference. High marks for a well written and insightful overview.
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Format: Hardcover
With the exponential presence of social media everywhere you turn, there is a growing industry to provide information that people want to know on how to go about establishing an online presence - whether at an individual or at an enterprise level. This book is one such "manual".

It is meant for any organization that is on the fence on whether or not to jump on the Social Media train before it gathers so much speed that it will be impossible to catch up. Companies that are slow on understanding the importance of this media to reach, engage, impact, and ultimately keep customers for life will pay the price over the long term. This is indeed a 'wake-up call' for those enterprises.

What makes this book valuable is that it delves deep into every aspect of social media and how every organizational function has to be incorporated in the strategy, execution, and delivery of the company's social identity. The questions provided at the end of each chapter provide the basis for thought provoking discussions around how companies should apply these internally as they think through their social media approach. I found the chart in chapter five: "Marketing, Sales, and Service: Organize Around Customer Engagement" especially useful because it provides a side-by-side comparison of "Old" and "New" marketing aspects around many different business aspects.

Great book for anyone who wants to get a good understanding on how this new frontier will change the landscape in which companies will compete aggressively in gaining a new type of customer - for life.
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