Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers

Name: Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers
Price: 4.42 USD
Availability: InStock
ISBN: 9780071759182

ISBN-10: 0071759182

ISBN-13: 9780071759182

Edition: 2012

Authors: Adam Metz

List price: $19.99

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Description:

Customers have changedand 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 mustdevelop 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…

Book details

List price: $19.99
Copyright year: 2012
Publisher: McGraw-Hill Education
Publication date: 9/16/2011
Binding: Hardcover
Pages: 304
Size: 6.40" wide x 9.30" long x 1.01" tall
Weight: 0.440
Language: English

Adam Metz is the VP of Business Development at Metz Consulting where he has consulted with nearly 100 companies on how to acquire, manage, monetize, and retain customers from the social Web. Metz lives in Oakland, California.



Foreword


Preface


Acknowledgments


Introduction


Disclosures



The Brand As A Social Object And The Business Case For Social CRM



The "How" And "Where" Pf Engagement and the Four Social Customer Scenarios



Social Customer Relationship Management



Social Customer Insights and An Introduction To The 23 Use Cases Of Social CRM



Social Marketing



Social Sales



Social Support



Social Innovation and Product Development



Collaboration



Seamless Customer Experience



Metrics and Rationale



The Methodology



Social CRM Strategy



Misunderstandings And Failures In Social CRM



The 98 Percent Customer Management Model



Social Customer Analytics: How To Tell If Your Team's Doing It Right



Work Flows and Escalation Paths



Social Advertising, The Social/Mobile Platform, And Integration With Retail



The Social Customer and the Law



Consumer Trust and Ethics



International Feel


Conclusion


Afterword


Notes


Index