book

Social CRM For Dummies

by Kyle Lacy, Stephanie Diamond, Jon Ferrara

January 2013

Beginner

360 pages

8h 35m

English

For Dummies

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About This BookFoolish AssumptionsConventions Used in This BookHow This Book Is OrganizedIcons Used in This BookWhere to Go from Here

Accepting the New Social ChangeConnecting CRM History to TodayCrafting the CRM Definition and Philosophy
Defining Social CRMDiscovering the Social CRM FundamentalsUnderstanding the Differences in Social and Traditional CRMRecognizing the Benefits of Social CRM
Understanding the Challenges of Social CRMEstablishing Best Practices and GuidelinesBuilding a Social CRM TeamTraining Your EmployeesPrioritizing Activities and ResourcesEstablishing Your Social CRM Goals
Exploring the Habits of the Social CustomerInfluencing the Social CustomerTalking to the Social Customer
Finding the Right Person to Lead the WayDefining Processes That Yield InsightsIncorporating Social Into Your Company BrandingMeasuring the Impact of the New ModelEngaging in Co-creation
Attracting Attention in an Attention EconomyBattling Between Old and New Marketing
Understanding the Role of Social MediaBuilding the Content PillarsIncorporating BloggingDiscovering the PodcastIncluding Video in Your MixTweeting with the Microblog TwitterFacing the Valuable FacebookAdding Specialized Social PlatformsPresenting as a Social Campaign ToolHaving Influence
Challenging the New Social SalespersonBuilding Sales IntelligenceValuing the Collaborative Sales ModelInteracting with the New Social CustomerLeading the New Lead GenerationBecoming the Trusted Advisor
Understanding Customer LoyaltyUnderstanding the Value of Loyal Advocates and Social InfluencersEnhancing Customer Loyalty and Advocacy
Defining Customer ServiceListening to the Social CustomerUsing Community-Based SupportCreating Goals for Social Customer ServiceRecovering from Social Media Uproars Like a Pro
Looking at Consumer Trends in MobileNavigating the Mobile Enterprise
Defining the New Internal EcosystemMeeting the Needs of a Social OrganizationEstablishing an Internal Social Network
Gaining Your Customer's Trust via Social MediaCreating a Social Media PolicyDealing with Communication CrisesContributing to the Internal Knowledge BaseUsing SEO to Deflect Questions and Calls
Understanding the Social CRM Data StormTeaching the Different Parts of DataCombining Business Intelligence with Social CRMStructuring Data Collection and ReportingTranslating Social Media Data Into MetricsFinding a Social CRM System to Meet Your NeedsAnalyzing the Future of Analytics
Educating on the Future TechnologyUnraveling the Future of CRMPushing Mobility and Embedded Technology
Oracle CRMSAPMicrosoft DynamicsSalesforce.comSugarCRMJivePivotalInforSASIBM CRM
Sword CiboodleGet SatisfactionAttensityParatureKANAMoxie SoftwarePegasystemsAstute SolutionsContactualConsona
Paul GreenburgAdam MetzR “Ray” WangWim RampenKate LeggettEsteban KolskyMartin SchneiderMitch LiebermanBill IvesMarc Benioff
NimbleAddressTwoConstant ContactZohoNutshellRelentaBatchbookJitterJamBlueCamrooInfusionsoft
EloquaHubSpotMarketoNet-ResultsExperian CheetahMailNeolaneSilverpopResponsysSalesFusionExactTarget

Content preview from Social CRM For Dummies

Introduction

Greetings reader, welcome to the new world of social business and Social CRM For Dummies. Pat yourself on the back for picking up this book! You are about to enter a world of customer-focused technology that will revolutionize the way you support and market your business. In our very humble opinion, it's an exciting time for all.

Social CRM (that is, customer relationship management) responds to dramatic changes in the business world. Over the past 23 years, we have witnessed an extreme transformation in how customers deal with brands. Much of the change is directly related to the Internet and the development of social media. Extend a hand and welcome social consumers with social technology at their fingertips! With social media, customers can speak, share, and build opinions and thoughts around your brand.

Whether you are an executive of a global business or the owner of a small business, the idea of digital communication is extremely important to your business strategy. The last five years have seen a massive growth in marketing automation, customer service, and sales support technology. And it is forever changing … daily.

Although the rapid changes social media has brought can feel exhausting, it's absolutely imperative to have a finger on the pulse of the CRM and social CRM world. Social CRM For Dummies is your guide to entering this world. In this book, we help you understand where your business is, where you want your business to be, and how to steer your business ...