Table of Contents
Part I: Welcome to the World of Social CRM
Part II: Building Your Social CRM Strategy
Part III: Developing a Social and Collaborative Business
Part IV: Measuring the Impact of Social CRM
Part I: Welcome to the World of Social CRM
Chapter 1: Implementing the New Social Business
Accepting the New Social Change
Defending the business side of social media
Understanding the personal side of social media
Defining the business side of social media
Connecting CRM History to Today
Traveling dirt roads to the computer screen
Welcoming the power of computing
Crafting the CRM Definition and Philosophy
Optimizing customer relationships
Chapter 2: Meeting the New Kid on the Block: Social CRM
Accepting multi-way communication
Moving from brand speak to real conversations
Discovering the Social CRM Fundamentals
Focusing on community building
Giving influence to your customers
Understanding the Differences in Social and Traditional CRM
Shifting from selling to relationship building
Defining new metrics of success
Aiming for customer engagement
Recognizing the Benefits of Social CRM
Converting leads into customers
Reducing customer support costs
Chapter 3: Overcoming Challenges to Social CRM
Understanding the Challenges of Social CRM
Establishing Best Practices and Guidelines
Prioritizing Activities and Resources
Establishing Your Social CRM Goals
Chapter 4: Courting the Social Customer
Exploring the Habits of the Social Customer
Looking at customers' buying patterns
Understanding how customers use mobile devices
Understanding the change in advertising
Recognizing how customers use social media
Influencing the Social Customer
Creating content that people want to share
Talking to the Social Customer
Taking marketing beyond messaging
Adding value for your customer up front
Providing customer service they didn't expect
Part II: Building Your Social CRM Strategy
Chapter 5: Establishing the New Social Business Model
Finding the Right Person to Lead the Way
Defining Processes That Yield Insights
Incorporating Social Into Your Company Branding
Showing your company's human side
Measuring the Impact of the New Model
Starting with internal co-creation
Customizing the overall experience
Blurring between the producer and consumer
Chapter 6: Refreshing Marketing 2.0 for Social CRM
Attracting Attention in an Attention Economy
Discovering the past marketing economy
Redefining attention in the new economy
Battling Between Old and New Marketing
Defining product-centric marketing
Meeting the embattled company-centric marketing
Welcoming customer-centric marketing
Chapter 7: Using the Social Media in Social CRM
Understanding the Role of Social Media
Changing CRM with social media
Dipping into real-time analytics
Discovering storytelling principles
Taking a trip with the customer
Encouraging readers to leave comments
Looking at the available blogging tools
Defining the value of podcasting
Understanding video-hosting requirements
Considering YouTube for video hosting and distribution
Tweeting with the Microblog Twitter
Understanding the microblog (Twitter)
Looking at some specialized Twitter tools
Understanding the importance of Facebook
Adding Specialized Social Platforms
Considering social network alternatives
Presenting as a Social Campaign Tool
Extending your reach with slide shows
Chapter 8: Aligning Sales in Social CRM
Challenging the New Social Salesperson
Identifying your sales team's strengths
Encouraging compliance with social CRM
Valuing the Collaborative Sales Model
Categorizing the social sales ecosystem
Checking out collaboration tools
Interacting with the New Social Customer
Leading the New Lead Generation
Connecting ROI with social media
Following the path of the new social buyer
Recognizing the new social media persona
Closing the social sales cycle
Establishing a sales profile with content
Creating relationships on LinkedIn
Using a tablet to be more productive
Chapter 9: Building a Customer Loyalty and Advocacy Program
Understanding Customer Loyalty
Discovering why loyalty programs matter
Introducing types of loyalty programs
Making your most valuable customers feel loved
Understanding the Value of Loyal Advocates and Social Influencers
Understanding the needs of the loyal advocate
Enhancing Customer Loyalty and Advocacy
Utilizing customer touch points
Hearing what customers are saying
Using gamification to encourage loyal customers
Chapter 10: Creating Socially Relevant Customer Service
Expanding the scope of social service
Adding social has its benefits
Understanding the importance of social service
Encouraging customer engagement
Collaborating with the customer
Starting to serve your social customer
Reviewing the actions of the big brands
Listening to the Social Customer
Understanding the social graph
Recognizing the power of viral
Monitoring your social reputation
Building the community-based support site
Creating Goals for Social Customer Service
Benefitting from a self-serve portal
Integrating a self-service portal
Defining the social knowledge base
Recovering from Social Media Uproars Like a Pro
Chapter 11: Supporting the Age of Mobility
Looking at Consumer Trends in Mobile
Understanding the needs of the market
Using consumer behavior to develop mobile campaigns
Locating the location-based device
Navigating the Mobile Enterprise
Defining the mobile enterprise
Using mobile with your employees
Part III: Developing a Social and Collaborative Business
Chapter 12: Building a Social Organization
Defining the New Internal Ecosystem
Meeting the Needs of a Social Organization
Challenging chief marketing officers to support the social enterprise
Realizing the social challenges
Establishing an Internal Social Network
Chapter 13: Enabling and Empowering Your Employees
Gaining Your Customer's Trust via Social Media
Changing role of the new social employee
Using employees' outside connections
Creating a Social Media Policy
Reviewing how organization affects policy
Understanding the importance of revising social media policies
Folding social media policies into the organization
Dealing with Communication Crises
Setting expectations for social media responses
Contributing to the Internal Knowledge Base
Using SEO to Deflect Questions and Calls
Part IV: Measuring the Impact of Social CRM
Chapter 14: Analyzing Data to Drive Results
Understanding the Social CRM Data Storm
Teaching the Different Parts of Data
Combining Business Intelligence with Social CRM
Structuring Data Collection and Reporting
Translating Social Media Data Into Metrics
Using data to enhance customer interaction
Determining what metrics matter for social CRM
Measuring the importance of advocacy
Realizing the Net Promoter Score
Finding a Social CRM System to Meet Your Needs
Analyzing the Future of Analytics
Chapter 15: Keeping Up with Evolving Technology
Educating on the Future Technology
Building the customer module of the future
Diving into the 360-degree view
Pushing Mobility and Embedded Technology
Chapter 16: Top Ten Enterprise-Level Social CRM Solutions
Chapter 17: Top Ten Customer Service–Centric Social CRM Solutions
Chapter 18: Top Ten Social CRM Thought Leaders
Chapter 19: Top Ten Small Business Social CRM Vendors