Social Crm for Dummies
by Lacy, Kyle; Diamond, Stephanie; Ferrara, JonFormat: Paperback
Pub. Date: 2013-01-04
Publisher(s): For Dummies
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Summary
This book will help people to understand that the personal story of an individual is necessary to create a relationship with your company or organization. It will help people maximize social media from an individual standpoint not just the mass marketing speak of fans and followers. Readers will understand how to: Shift perspective and create new marketing communication in the fast and changing digital world Integrate and maximize on when and why to use digital media for customer management and service Use data and information to drive more results Create a set of social Key Performance Indicators (KPI) for every business unit in your company Create smart, applicable, easy-to-digest content that gets results from your online community
Author Biography
Kyle Lacy is an authority on applying social and digital media in both large and small businesses. Stephanie Diamond is a former marketing director for AOL and founder of Digital Media Works, Inc. Jon Ferrara is the founder and CEO of a social CRM company, Nimble, and cofounded CRM solution GoldMine.
Table of Contents
Introduction 1
Part I: Welcome to the World of Social CRM 7
Chapter 1: Implementing the New Social Business 9
Chapter 2: Meeting the New Kid on the Block: Social CRM 15
Chapter 3: Overcoming Challenges to Social CRM 29
Chapter 4: Courting the Social Customer 37
Part II: Building Your Social CRM Strategy 49
Chapter 5: Establishing the New Social Business Model 51
Chapter 6: Refreshing Marketing 2.0 for Social CRM 65
Chapter 7: Using the Social Media in Social CRM 73
Chapter 8: Aligning Sales in Social CRM 125
Chapter 9: Building a Customer Loyalty and Advocacy Program 157
Chapter 10: Creating Socially Relevant Customer Service 179
Chapter 11: Supporting the Age of Mobility 209
Part III: Developing a Social and Collaborative Business 225
Chapter 12: Building a Social Organization 227
Chapter 13: Enabling and Empowering Your Employees 237
Part IV: Measuring the Impact of Social CRM 257
Chapter 14: Analyzing Data to Drive Results 259
Chapter 15: Keeping Up with Evolving Technology 271
Part V: The Part of Tens 279
Chapter 16: Top Ten Enterprise-Level Social CRM Solutions 281
Chapter 17: Top Ten Customer Service–Centric Social CRM Solutions 289
Chapter 18: Top Ten Social CRM Thought Leaders 297
Chapter 19: Top Ten Small Business Social CRM Vendors 305
Chapter 20: Top Ten Cross-Channel Marketing Vendors 313
Index 321
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