Synopses & Reviews
Learn to:
- Create new marketing communications quickly
- Engage and collaborate with your customers
- Maximize digital media for customer service
- Develop content that gets results from your online community
Big business or small, social CRM helps you reach and interact with your customers
Today's customer-focused technology can revolutionize the way you support and market your business. Social media shapes opinions about brands, including yours, and this book teaches you how to influence those opinions by interacting with your customers. Learn to build a strategy, craft a social business, measure the results, and keep moving forward.
- What makes it social compare traditional customer relationship management with social CRM and understand the differences
- Create a strategy explore social business models, learn how to make your message relevant to your audience, and earn your customers' trust
- Be customer-centric discover how to listen to your customers on social media and identify solutions your business can provide
- Choose your media learn effective ways to engage customers with blogs, video, podcasts, Facebook, and Twitter
- Examine the ecosystem find out how to assess your business ecosystem and incorporate the right social CRM tools
- Stay mobile recognize consumer trends in mobile and tailor mobile campaigns to your customers' needs
- Sort the information learn how to analyze social CRM data
Open the book and find:
- The evolution of social CRM
- Tips on interacting with customers
- Why mobile matters
- How to set goals that guide analytics
- What loyalty programs do to retain customers
- Social CRM success stories
- The importance of a social media policy
- How to empower your employees
Synopsis
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
Synopsis
Discover great ways to engage your customers through the social webSocial CRM is an evolving tool to help you engage your customers, interact with them, and develop deeper relationships. This handy guide teaches you how to make the most of it, whether your business is a small shop or a large corporation. In a friendly, easy-to-understand style, it explains how you can create new marketing communications and develop smart, applicable content that produces results from your online community. You'll learn to use data to drive results, create social Key Performance Indicators for different business units, and a great deal more.
- Today's consumer uses technology to select relationships with companies; this book teaches business owners how to use social CRM to create relationships that customers want to maintain
- Explains how to integrate social media into your CRM mix
- Shows how to use data and information gathered through social sites
- Helps you develop social KPIs and create content that gets results from your online community
Social CRM For Dummies helps businesses large and small use social media to develop and maintain productive customer relationships.
About the Author
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