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“A must-read for anyone in business today. Ed does an incredible job at articulating the cultural shift driving social business today and the need for companies to embrace social business practices in order to thrive in today’s changing digital world.”
Chief Marketing Officer, OpinionLab
“Ed gives us a highly actionable, from-the-trenches view of social business, how it works, and why it will reshape how we do business.”
Chief Strategy Officer, Dachis Group
Columnist for ZDNet and InformationWeek
“I have been teaching Internet Marketing classes at DePaul University since 2006, and the IBM Social Computing Guidelines have been indispensable in providing direction to students looking to meaningfully engage in business social media. To this excellent resource I now add another, Ed Brill’s Opting In. The book is an honest and open combination of history and insight, in which Ed shares how he and IBM have used social media to make a technology giant more approachable and relevant to the lives of its customers and prospects. No small feat. The publishing industry abounds with social media guides at present. Opting In distinguishes itself from the completion by sharing real-world examples of what has worked (and what has not), with a clear explanation of the critical factors and lessons learned. Perhaps the new IBM meme will be ‘Nobody ever got fired for ‘Opting In’.’”
Director of Online Learning, DePaul University, Driehaus College of Business
“Many organizations are struggling to find ways to connect more effectively with their customers, partners, and their own employees. As an early adopter of social business solutions, IBM’s Ed Brill has been excelling at this for more than a decade. In Opting In, he shares his experiences and insights on how to engage with communities and use their feedback to help guide critical business decisions. Anyone looking to learn how to leverage community feedback should put this on their reading list.”
Vice President and Principal Analyst, Constellation Research
“Social business is an organizational imperative. In Opting In, Ed Brill demonstrates how IBM transformed our culture and tools to connect people with people and insert social into business process. This book represents the best practices and lessons learned in an extremely effective, personal narrative. Must reading for any product or brand manager.”
Vice President, Social Software, IBM
“Ed has been involved with social software since its very early days, driving his personal, product, and corporate brand forward as the social landscape began to take shape. This book gives an insider’s view of the evolution of the social business from a personal perspective and how brands needed to adapt to the changing way of communicating. He shows how the use of social media has enabled the growth of transparency in business and gives practical advice for aspiring social product managers. It is an excellent resource for any business wishing to activate its advocates and grow its agile social business.”
Contributor, Social Business column at ZDNet and author of Working the Crowd: Social Media Marketing for Business
“Clearheaded, actionable, and hype-free. As an IBM product manager who has successfully navigated the social business waters for himself, Ed demonstrates a remarkable ability to marry data and experience into a framework others can use to build, lead, and actualize social product strategies. This book is a must-read for any product manager with questions about navigating social business!”
CEO, Ajax Workforce Marketing
“‘Opting in’ to become a more social business is imperative whether your business is large or small. This book gives you the roadmap you need to get there.”
Partner, SMB Group
“Ed Brill’s Opting In is an important book that takes social business beyond external marketing to provide practical guidance on how to drive significant business value through enhancing human interactions within the enterprise.”
Partner, Merced Group
“Product management is a relationship business. It is about resonating with the user. Opting In shows you why and how social tools can accelerate relationships so you can sing to your consumer and make an extraordinary difference to the world.”
—Kantha Shelke Ph.D.
Principal, Corvus Blue and developer who helped create and launch more than 100 food products that are still on the retail shelf today
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
I have followed Ed's blogs for some years, so when I saw that Ed was writing "Opting In", I waited in anticipation for my copy to arrive from Amazon. Read morePublished on June 5, 2013 by Peter MM Chomley
Brill's focus on product management is unique in the crowded space for social media books, and his stories are relevant, illustrative and often entertaining. Read morePublished on April 10, 2013 by Paul Gillin
The concepts and examples given in the book are relevant non only for Product managers but for every professional who wants to use the Internet for business. Read morePublished on March 26, 2013 by Roberto Boccadoro
Having worked with Notes and Domino software since the mid-90's, I've known Ed Brill (or at least known of him) for at least 15 years. Read morePublished on February 26, 2013 by Thomas Duff
Ed really did a knock-out job on this book which examines what it means to be a social product manager. Ed writes the way he speaks-- a very conversational dialogue. Read morePublished on February 24, 2013 by Jeff D.
As a disclaimer, I did contribute to a short sidebar for the book. But I'm glad I did. The book is well-written and easy to read. Read morePublished on February 13, 2013 by Paul Withers
Social networking is now the dominant form of electronic communication and for individuals and, increasingly, companies coming to understand and make choices about purchases. Read morePublished on February 12, 2013 by Russell Holden
I like the way the book is built: the chapters make it very easy for the reader to see the Social Business jigsaw puzzle being put together. Read morePublished on January 27, 2013 by Christophe Verhaeghe