The social customer
Subtitle: how brands can use social CRM to acquire, monetize, and retain fans, friends, and followers
By: Adam Metz
Edition: 1
Publisher: McGraw-Hill
Published: 2011
Place of publication: New York
Language: eng
ISBN-13: 9780071759182
Subjects: Management; Branding (Marketing); Customer relations
Description: "Customers have changed--and you must, too, if you want to stay relevant. By now, business leaders fully understand that customers empowered by social media are fundamentally changing the way they interact with the brands they consume. What they've missed, however, is that this isn't just a marketing issue. It's an organizational issue. And those who plan to compete in the future must develop a business strategy that places major emphasis on appealing to the Social Customer.Succeeding in the new social world of business is much more than a matter of setting up Twitter accounts, understanding the mechanics of viral campaigns, or responding quickly to customer complaints in social forums before they swell out of control. Rather, it's a matter of re-engineering an entire division or organization: it's about social customer relationship management that spans across the entire company: sales, marketing, fulfillment, management, and other departments. The Social Customer provides a strategic platform you can use to position your organizations to survive and thrive, as well as tactical resources to use in implementation. In short, it presents the next wave of social media strategy that all companies must adopt if they wish to find success in the future"--
Table of contents: title: Machine generated contents note: <b>Foreword</b>; <b>Introduction</b>; <b>Chapter 1:</b> How Did We Get Into This Mess?; <b>Chapter 2:</b> What is Social Customer Relationship Management and Why Is It The Only Way For Consumer Brands to Succeed on the Social Web?; <b>Chapter 3:</b> Metrics and Rationale; <b>Chapter 4:</b> Translating Corporate Strategy into Social Customer Strategy (a.k.a. You Gotta Get In To Get Out); <b>Chapter 5:</b> The Holistic Social Customer Management Model; <b>Chapter 6:</b>The Methodology (POSTm); <b>Chapter 7:</b> Social Web Analytics & What the Assessment Model Looks Like; <b>Chapter 8:</b> Triggers, Workflows & Moving Data, Fast; <b>Chapter 9:</b> Back in N.Y.C: How Social Advertising Works; <b>Chapter 10:</b> The Social Mobile Platform & Location-based Services; <b>Chapter 11:</b> Business Development & Strategic Alliances; <b>Chapter 12:</b> Consumer Trust, Privacy & Ethics; <b>Chapter 13:</b> The Ramp-Up: What To Do Before the Implementation; <b>Chapter 14:</b> Horizontally Integrating the Social Web into the Fabric of the Lifestyle Brand; <b>Chapter 15:</b> Sales 2.0 - Direct-To-Consumer Social Commerce; <b>Chapter 16:</b> Sales 2.0 - Managing the Social Customer in the Sales Channels; <b>Chapter 17:</b> Execution and What Happens During the Implementation; <b>Chapter 18:</b> International Feel; <b>Chapter 19:</b> Turn It On Again: Selling it to and in the Supply Chain; <b>Afterword</b>.