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

ISBN-10: 0071759182

ISBN-13: 9780071759182

Edition: 2012

Authors: Adam Metz

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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 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 Customerprovides 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.
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Book details

List price: $19.99
Copyright year: 2012
Publisher: McGraw-Hill Education
Publication date: 10/1/2011
Binding: Hardcover
Pages: 304
Size: 6.25" wide x 8.25" long x 0.75" 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.

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
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
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