Webb - The Digital Innovation Playbook: Creating a Transformative Customer Experience

The Digital Innovation Playbook: Creating a Transformative Customer Experience

Medium: Buch

ISBN: 978-0-470-94470-7

Verlag: WILEY

Erscheinungstermin: 31.08.2011

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A complete and practical road map to achieving unprecedented business success through digital innovation excellence

In this breakthrough book, world-renowned innovation strategist Nicholas J. Webb uncovers the secrets of the world's best innovators. And what he found is that there is a new phenomenon that he calls "Digital Innovation" which is sweeping the world. In this powerful book, Webb clearly defines innovation as "the process of delivering exceptional value through active listening."

His case studies show how great organizations like Kodak, IndyCar, U.S. Army, and Southwest Airlines have used Digital Innovation to drive colossal success. Webb also discusses how Dell Computers has set up their own Digital Command Center to monitor over 70,000 keywords in over 11 languages to listen, to learn, and to ultimately invent world-class technologies. He predicts that Digital Innovation will replace the term Open Innovation and that ultimately every successful organization in the world will hire a Chief Listening Officer (CLO).

* Demystifies the hyper-complex world of Digital Innovation
* Presents comprehensive case examples of how organizations both large and small have deployed Digital Innovation methodologies to grow both sales and profit
* Shows how organizations are using digital media, Web 2.0, and social media to connect to their customer communities and internal stakeholders alike

With free online training that will help you put theory into practice, The Digital Innovation Playbook prepares you to implement a Digital Innovation culture into your corporate life.

Produkteigenschaften

Artikelnummer: 9780470944707
Medium: Buch
ISBN: 978-0-470-94470-7
Verlag: WILEY
Erscheinungstermin: 31.08.2011
Sprache(n): Englisch
Auflage: 1. Auflage 2011
Produktform: Gebunden
Gewicht: 486 g
Seiten: 270
Format (B x H x T): 164 x 239 x 29 mm
Ausgabetyp: Kein, Unbekannt

Themen

Autoren

Foreword xi

Acknowledgments xvii

Introducing the Next Step: Navigating New Media 1

This Book's Setup 3

This Book Is Alive 13

Chapter 1 Mastering Digital Innovation: The Role of Digital and New Media on Innovation and Commercialization 15

Breaking It Down: The Key Words Are 'Exceptional,' 'Value,' and 'Listening' 16

Risky Business: Focusing on Failure Drives Failure 16

The Open Innovation Myth: No Initiative Can Defeat a Closed Culture 17

Jumping In with Both Feet: Digital Innovators Must Become Experts 17

A Walk through Your Digital Customer Community 18

A Social Revolution: People Are Talking All the Time, All Over 20

The Exceptional Layer: Defining Value Layer by Layer 21

Criminal Behavior: Digital Disposes of Every Level below Exceptional 22

How You Can Become Exceptional: Manage Your Culture to Become a Listener 23

Are You Trapped in Analog? Comparing Digital Socialists to Digital Capitalists 24

Communication--The Key to Everything 25

Full-Duplex Dialogue Takes the Win 26

Digital Innovation Best Practices: Commanding the Digital World 26

Creating Your Platform: Defining Wants Provides Filter Backdrop 28

Value Layered Innovation: Invent at Each Point of Contact 28

Chapter 2 The Digital Sandbox: Play, Listen, Invent, and Deploy for a Successful Strategy 31

A Walk through the Future of Mobile Technology: More and More Smart Connections 34

Blogs: The Foundation for the Social Web 37

Learning to Listen with Radian6: Helping Companies Communicate and Deploy 39

Conversations: A Previously Untapped Resource, But Are You Listening? 41

The Sandbox Mentality: Learning to Play, Listen, Invent, and Deploy 42

Playing Nice in the Sandbox: Be Aware and Share the Space 43

Giving Employees a Voice: Sharing the Brand to Make It Stronger 44

Learning New Communication: Traditional Media No More 44

A Paradigm Shift: From Listening to Engagement 45

The New Digital Multipliers: Real People Create Real Loyalty 45

Gaining Customer Credit by Being in the Conversation, Not Just Problem Solving 46

A Theory of Relativity: Weighing "What You Get" versus "What You Expected" 47

No. 251?! No More Lines 47

A Social Shift in Customer Service: Cost Effective with Power Going to the People 48

Chapter 3 The Digital Enterprise: Harnessing Social Media Intelligence, Smartly 51

The Spigit Community 52

A "Gap" in Judgment: Followers Cry Out for Old Logo 55

Cisco Looks to the Public: Widening the Idea Net 55

AAA Looks to Gen Y: Spigit Creates Innovation Community 56

A Need to Stand Out: Veridian Credit Union Pulls in Collective Intelligence of Employees on the Front Lines 57

Innovating with Collective Intelligence: Taking the Ideas and Running with Them 58

Chapter 4 The Digital Video Revolution: Digital Technology Gives Anyone the Ability to Make a Quality Television Show 61

Philip Nelson on NewTek: Revolutionizing Desktop Video 62

Chasing the Elusive Dollar: How Do Companies Monetize Their Video Efforts? 65

Video to Tell and Sell 67

Lasting Value Creates Durability 68

Taking It Live: Going Live Gets People to Plan to View 69

From Airwaves to the Screen: Radio Goes Digital 70

Live Streaming Expands Brand Potential: MTV and The Hills 71

Getting Behind the Velvet Ropes: People Like the Inside Scoop 72

The End of the Dorm Room Video: Video Makers Gain Credibility with the Advent of TV-Quality Production 72

Melding of the Screens: From Television to Cell Phones, It's All about the Content 75

The Next Five Years 76

Chapter 5 Flying High: An Open Culture Keeps an Airline Company on Top of the Competition 79

First Taste of Social Media: Video Series Ends, New Communications Begin 80

Content Controls: Editor Approves Comments with Moderation 81

An Open Culture: How Tough Is It Showing the Good, the Bad, and the Ugly? 82

Direct Line to Customers 83

Making Friends on Facebook 84

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The Digital Innovation Playbook: Creating a Transformative Customer Experience

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