Social Media Marketing

(^219) ■ ENGAGEMENT AS A B USINESS A CTIVITY JetBlue advocates. The challenge for JetBlue going forward will be to scale its cur ...

220 c h a p t e r 8 : ENGAGEMENT ON THE S OCIAL W EB ■ Figure 8.5 Eighties Night at JetBlue’s T5 Structured “suggestion boxes” b ...

(^221) ■ EXTEND ENGAGEMENT Extend Engagement The prior sections covered engagement, first as a customer activity and then by its ...

222 c h a p t e r 8 : ENGAGEMENT ON THE SOCIAL WEB ■ a small number of screened participants—research communities provide a cont ...

(^223) ■ EXTEND ENGAGEMENT you can redirect your own support efforts to other venues and provide a more complete customer suppor ...

224 c h a p t e r 8 : ENGAGEMENT ON THE S OCIAL W EB ■ happen, there is a ready solution. Who among us is perfect, right? This l ...

(^225) ■ EXTEND ENGAGEMENT Shashi Tharoor If you are looking for an example of the governmental and agency use of social media, ...

226 c h a p t e r 8 : ENGAGEMENT ON THE S OCIAL W EB ■ To test this idea, consider a successful business—in the profit and loss ...

(^227) ■ Review and Hands-On ANDS -O N Twitter—maybe we should pay attention to that.” This is a really insightful first step. I ...

228 c h a p t e r 8 : ENGAGEMENT ON THE S OCIAL W EB ■ Hands-On: Social Business Fundamentals Review both of the following and a ...

(^229) ■ SOCIAL CRM 9 Social CRM Beginning with a definition, this chapter explores Social CRM, along with the tools and best pr ...

230 c h a p t e r 9 : SOCIAL CRM ■ Social CRM and Business Design With the engagement process (covered in Chapter 8, “Engagement ...

(^231) ■ SOCIAL CRM AND B USINESS D ESIGN Two mothers facing the same cold and flu outbreak at school are very likely to compare ...

232 c h a p t e r 9 : SOCIAL CRM ■ Oil and Water Beware: some businesses and organizations will fi nd that, like oil and water, ...

(^233) ■ SOCIAL CRM AND B USINESS D ESIGN years, building on the general tendency to rate and review everything, business review ...

234 c h a p t e r 9 : SOCIAL CRM ■ If the office condition is as the review represents, then the right response is to address an ...

(^235) ■ SOCIAL CRM AND B USINESS D ESIGN The Elements of Social CRM Table 9.1 shows the fundamental components of a typical Soc ...

236 c h a p t e r 9 : SOCIAL CRM ■ Beginning with listening, sifting, measuring, and routing conversations, a Social CRM process ...

(^237) ■ SOCIAL CRM AND BUSINESS DESIGN In addition to creating a closed-loop feedback, and engagement process, the fi rms and o ...

238 c h a p t e r 9 : SOCIAL CRM ■ The New Know Author Thornton May argues that analytics is needed by all enterprises to be suc ...