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ePaper created 2013-07-10, 11:17:17 | version 1.25.19
7 4.2.2 Innovate ------------------------------------------------------------------- 81 Brainstorming creative ideas ---------------------------------------------- 81 4.2.3 Setup ----------------------------------------------------------------------- 82 Implement preparation activities ----------------------------------------- 82 Create a content calendar -------------------------------------------------- 83 Setup social media accounts and tools ----------------------------------- 84 4.2.4 Launch --------------------------------------------------------------------- 85 Align with traditional marketing /branding activities --------------- 85 Launch the channels -------------------------------------------------------- 85 4.2.5 Operate -------------------------------------------------------------------- 86 4.3 Social media engagement tactics ------------------------------------ 86 [ RAINER FUCHS & HEIKE RAWITZER ] Social Media Strategy: Key Lessons Learned ---------------- 95 from Successful Examples Case study: Social media customer service at ----------------------------- 96 Swiss International Air Lines Case study: Excellent customer service in social networks ------------ 97 at Eurail Case study: Platform to boost employee collaboration ------------------ 99 at Swiss Re Case Study: Customer care and peer support through ------------------ 100 social media at Swisscom Case Study: Innovative banking customer service ----------------------- 102 from Finansbank Case Study: Innovation management to improve ------------------------ 103 product development at IBM