Opis: The Definitive Guide to Social CRM - Barton Goldenberg

Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond. Barton Goldenberg,the field's #1 expert, offers a proven, four-step methodology for succeeding with Social CRM work in any B2B, B2C, or B2B2C organization. You'll learn how to integrate people, process and technology to optimize relationships with every customer, achieve seamless collaboration across customer-facing functions, and make the most of today's leading social platforms. Goldenberg shows how to: * Systematically harvest information from Social Media conversations and communities: Facebook, Twitter, LinkedIn, Google+, and beyond * Integrate this information into expanded customer profiles * Use these profiles to personalize customer service, marketing messages, and sales offers far more effectively Goldenberg assesses the changing impact of social media on customer relationships, identifies smarter ways to profitably integrate it throughout your business, guides you through Social CRM planning and implementation, and examines key challenges and opportunities in leveraging Social CRM after you've deployed it. You'll find practical advice on issues ranging from strategy to software selection, vendor negotiation to team development and day-to-day operations. Goldenberg concludes by previewing the future of Social CRM - and the fast-changing customer tomorrow's systems must serve. For all executive decision-makers, managers, and implementers who are involved in, planning, or considering Social CRM initiatives. "Barton Goldenberg's The Definitive Guide to Social CRM is just that: a clear and detailed step-by-step outline for embracing social CRM organization-wide, complete with his proven methodologies for strategy and technology adoption within a business. It's just the primer needed to help business leaders outline how to approach social CRM in their enterprise." -Ginger Conlon, Editor-in-Chief, Direct Marketing News "Barton Goldenberg has been at the forefront of Customer Relationship Management for 30 years. As a regular columnist to CRM Magazine since our launch in 1997, Barton has influenced our audience in print, online, and as a conference chair and speaker at our annual CRM Evolution Conference & Exhibition. Barton has also written extensively for many other media outlets and has been a highly sought after speaker at numerous industry events. Social CRM is still in its early stages of development and Barton's newest book, The Definitive Guide to Social CRM, is a must read for anyone trying to get verifiable return-on investment with their Social CRM projects." -Bob Fernekees, VP/Group Publisher, CRM Media, a division of Information Today, Inc. "While Pyrotek is just now dipping our toe in the social media waters, we feel very fortunate to have Barton-and his new book-as our guide while we begin forming a Social CRM strategy." -Joe Tarulli, Corporate Sales Development Manager, Pyrotek Inc. "Social CRM is critical to customer engagement in today's social media driven world. Barton brings his 30 years of experience with helping best-in-class companies with their customer-centric initiatives to bear in this timely analysis of how to do Social CRM right." -Mike Merriman, Vice President, Sales & Marketing, Mzinga "As an ISM client, we know the experience and expertise Barton brings to customer-centric initiatives. In his new book, Barton shares his expertise with case studies and a clearly defined roadmap for Social CRM adoption." -Chip Devine, Vice President-MultiChannel Business, Ferguson "Social CRM is the next wave that will engage an organization's customer relationship efforts through an interplay of Social Media with CRM. As Social CRM is forecasted to grow to a $9 billion global market by 2018, this book will teach the reader how to benefit from this growing phenomenon. "No matter the business-or the customer-knowing your customers is key. That's why Social CRM and Barton's definitive book are so important." -Ron Klyn, Chief Information Officer, Universal Forest Products Inc. "From shaping CRM to understanding today's omni-channel digital customer, Barton Goldenberg leads the way again with his compelling insights and methodologies. The timing of his latest book, The Definitive Guide to Social CRM, once again demonstrates his forward thinking." -Bob Dunfee, 25-Year CRM Veteran "From shaping CRM to understanding today's digital client, Barton Goldenberg stays ahead of the curve. That's why his book on incorporating Social CRM into your customer-centric strategies is so important and timely." -Tim Bajarin, President, Creative Strategies "Barton Goldenberg and his team at ISM have already demonstrated Social CRM success with clients such as AAA, Marriott, ExxonMobil, and Kraft Foods, so when creating your Social CRM roadmap, you'll absolutely want to read The Definitive Guide to Social CRM." -Bob McLaughlin, Former Sr. VP, McGraw-Hill "Barton Goldenberg is simply the most effective transformational leader I have met. His business acumen is matched only by his ability to understand the dimensions behind how change stems from a customer's needs to a firm's operations. Now Barton in his new book, The Definitive Guide to Social CRM, captures how a firm should plan, manage, and leverage social media as a means to increase the bottom line. What makes this book so insightful is the integration of social media capabilities with those of CRM; the narrative is both compelling and practical for any leader trying to bring customer relationship capabilities to fruition-the narrative is a roadmap on how to make that outcome a reality." -Cyrus Aram, Senior Director, Blue Shield of California and Lecturer, University of California, Davis "The one book executives of companies competing for today's digital customer should read is The Definitive Guide to Social CRM." -Neal Keene, VP of Indirect Sales/Customer Engagement Solutions, Pitney BowesIntroduction xviii Part I: The Impact of Social Media on Customer Relationships 1 Chapter 1: Social CRM: The Intersection of Social Media and CRM 2 Chapter 2: Smart Ways to Incorporate Social Media into Your Organization 17 Chapter 3: Social Media Pilot Case Study 26 Part II: Social CRM 33 Chapter 4: Leverage Social Media Information to Advance Your Social CRM Efforts 34 Chapter 5: Creating Your Social Media Community in Support of Social CRM 45 Chapter 6: Social Media Knowledge Communities and Social CRM 59 Chapter 7: Overcoming Skepticism to Exploit Social CRM 65 Part III: Readying for Social CRM Implementation 71 Chapter 8: Getting Your Social CRM Strategy Right 72 Chapter 9: Social CRM Software Selection and Vendor Negotiation 83 Chapter 10: Ten Steps to Effective Social CRM Implementation 100 Chapter 11: Social CRM: Achieving the Right Mix of People, Process, and Technology 107 Part IV: Social CRM-Process Issues 111 Chapter 12: Realizing Effective Process Change 112 Chapter 13: Understanding Business Process Review 118 Chapter 14: Applying "Process" Best Practices to Social Media Strategy 124 Part V: Social CRM-People Issues 133 Chapter 15: Overcoming Inevitable People Issues 134 Chapter 16: Keeping Users Engaged and Happy 144 Chapter 17: Applying "People" Best Practices to Social Media 150 Part VI: Social CRM-Technology Issues 157 Chapter 18: Social CRM Technology Issues 158 Part VII: The Future of Social CRM 165 Chapter 19: Customers of the Future and Their Impact on Social CRM 166 Chapter 20: The Impact of Mobility on Social CRM 171 Chapter 21: The Impact of Gamification on Social CRM 178 Chapter 22: The Impact of Big Data Analytics and Insight on Social CRM 185 Chapter 23: The Impact of Channel Optimization on Social CRM 191 Chapter 24: The Impact of the Internet of Things on Social CRM 198 Part VIII: Appendixes 209 Appendix A: Social Media Policy Examples 210 Appendix B: Leading Social Media Monitoring and Filtering Tools 213 Appendix C: Leading Social CRM Software Solutions 215 Appendix D: Social CRM Technology Trends 221 Appendix E: Addressing Social CRM Security Risks 230 Appendix F: A Glossary of Terms 239 Index 245

Szczegóły: The Definitive Guide to Social CRM - Barton Goldenberg

Tytuł: The Definitive Guide to Social CRM
Autor: Barton Goldenberg
Wydawnictwo: Financial Times
ISBN: 9780134133904
Rok wydania: 2015
Ilość stron: 272
Oprawa: Twarda
Waga: 0.45 kg

Recenzje: The Definitive Guide to Social CRM - Barton Goldenberg