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Full Description
Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond.Barton Goldenberg,the field's #1 expert, offers a proven, four-step methodology for succeeding with Social CRM work in any B2B, B2C, or B2B2C organization. You'll learn how to integrate people, process and technology to optimize relationships with every customer, achieve seamless collaboration across customer-facing functions, and make the most of today's leading social platforms. Goldenberg shows how to:* Systematically harvest information from Social Media conversations and communities: Facebook, Twitter, LinkedIn, Google+, and beyond* Integrate this information into expanded customer profiles* Use these profiles to personalize customer service, marketing messages, and sales offers far more effectivelyGoldenberg assesses the changing impact of social media on customer relationships, identifies smarter ways to profitably integrate it throughout your business, guides you through Social CRM planning and implementation, and examines key challenges and opportunities in leveraging Social CRM after you've deployed it. You'll find practical advice on issues ranging from strategy to software selection, vendor negotiation to team development and day-to-day operations. Goldenberg concludes by previewing the future of Social CRM - and the fast-changing customer tomorrow's systems must serve.For all executive decision-makers, managers, and implementers who are involved in, planning, or considering Social CRM initiatives.
Contents
Introduction xviiiPart I: The Impact of Social Media on Customer Relationships 1Chapter 1: Social CRM: The Intersection of Social Media and CRM 2Chapter 2: Smart Ways to Incorporate Social Media into Your Organization 17Chapter 3: Social Media Pilot Case Study 26Part II: Social CRM 33Chapter 4: Leverage Social Media Information to Advance Your Social CRM Efforts 34Chapter 5: Creating Your Social Media Community in Support of Social CRM 45Chapter 6: Social Media Knowledge Communities and Social CRM 59Chapter 7: Overcoming Skepticism to Exploit Social CRM 65Part III: Readying for Social CRM Implementation 71Chapter 8: Getting Your Social CRM Strategy Right 72Chapter 9: Social CRM Software Selection and Vendor Negotiation 83Chapter 10: Ten Steps to Effective Social CRM Implementation 100Chapter 11: Social CRM: Achieving the Right Mix of People, Process, and Technology 107Part IV: Social CRM-Process Issues 111Chapter 12: Realizing Effective Process Change 112Chapter 13: Understanding Business Process Review 118Chapter 14: Applying "Process" Best Practices to Social Media Strategy 124Part V: Social CRM-People Issues 133Chapter 15: Overcoming Inevitable People Issues 134Chapter 16: Keeping Users Engaged and Happy 144Chapter 17: Applying "People" Best Practices to Social Media 150Part VI: Social CRM-Technology Issues 157Chapter 18: Social CRM Technology Issues 158Part VII: The Future of Social CRM 165Chapter 19: Customers of the Future and Their Impact on Social CRM 166Chapter 20: The Impact of Mobility on Social CRM 171Chapter 21: The Impact of Gamification on Social CRM 178Chapter 22: The Impact of Big Data Analytics and Insight on Social CRM 185Chapter 23: The Impact of Channel Optimization on Social CRM 191Chapter 24: The Impact of the Internet of Things on Social CRM 198Part VIII: Appendixes 209Appendix A: Social Media Policy Examples 210Appendix B: Leading Social Media Monitoring and Filtering Tools 213Appendix C: Leading Social CRM Software Solutions 215Appendix D: Social CRM Technology Trends 221Appendix E: Addressing Social CRM Security Risks 230Appendix F: A Glossary of Terms 239Index 245
