Book description
Ideas for leaders to engage directly with customers to shape their
brand and marketplace success
Since its debut E-commerce has been centered on the
transaction, which represents less than one percent of the time
we spend online. Now, we are entering the era of Pre-Commerce
where customers make their own decision to buy or support a
brand before the transaction. Pre-Commerce explains how the
exploding use of social media channels has fundamentally changed the
way customers go about making their purchasing decisions, how they
educate themselves and why they choose to support certain brands above
others. It shows what executives must do to re-create the way their
companies interact with and learn from their customers, employees and
competitors. It includes exclusive interviews and anecdotes Pearson
has conducted or experienced with numerous influential C-suite
executives during his time as leader of Dell's global social media
team and as a consultant to Fortune 1000 companies, worldwide.
- Offers a step-by-step process for leaders to apply this
knowledge to begin transforming their companies, right now
- Begins with a foreword from Mark Addicks, Chief Marketing
Officer, General Mills
- Over 25 Fortune 500 executives interviewed, including special
side-bar interviews with Michael Dell and Marc Benioff
- Explores the concept of "Pre-commerce"--the customer's
decision making happens well before a transaction takes place and
continues after the transaction, representing 99% of time spent
online, often outside a company's reach today
- Shows how to build internal employee networks and how to take
your first and most important steps to integrate social media
throughout your company.
Pearson reveals that the best ideas are often free and the technology
needed is rarely a cost-issue. Instead, it's a matter of the top
executive deciding to adopt a new way of engaging directly with its
customers.
Bob Pearson is chief technology and media officer at WCG, a global
communications com- pany. He is past president of SocialMedia. org and
vice chair of the State of Texas Emerging Technology Fund. He also
serves on the Procter & Gamble Digital Advisory Board, the Pfizer
U. S. Health Advisory Board, and as an advisor to MyEdu and UserVoice.
Formerly, he was vice president of Communities and Conversations at
Dell and head of global communications at Novartis. He is a frequent
blogger, speaker, and columnist, living in Austin, Texas, with his
wife and two daughters.
