Social Media Marketing

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XERCISES

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Chapter 1: Social Media and Customer Engagement

Review each of the following and connect them with the objectives of your business or

organization:

•    Starbucks’ “My Starbucks Idea” ideation application:

http://mystarbucksidea.com/

•    The blog of Gaurav Mishra, on the topic of social business:

http://www.gauravonomics.com

•    The blog of Peter Kim, on the topic of social business:

http://www.beingpeterkim.com/

Apply what you’ve learned through the following exercises:

1. Define the basic properties, objectives, and outcomes of a collaborative applica-
   tion that connects your customers to your business and to your employees.


2. Define an internal application that connects employees and enables efficient
   resolution of customer-generated ideas.


3. Map out your own customer engagement process and compare it with the
   engagement process defined in this chapter.

Chapter 2: The New Role of the Customer

Review each of the following and connect them with the objectives of your business or

organization:

Paul Greenberg’s “Social CRM Comes of Age”

http://www.oracle.com/ocom/groups/public/@ocompublic/documents/

webcontent/036062.pdf

Jeremiah Owyang’s listing of Social CRM tools

http://www.web-strategist.com/blog/2009/12/08/list-of-companies-providing-

social-crm/

The 2009 Edelman Trust Barometer

http://www.edelman.com/trust/2009/

Apply what you’ve learned through the following exercises:

1. Define your ideal Social CRM platform: What are your business objectives,
   and who are you looking to create relationships with? How would your cur-
   rent customers fit into this, and how might they participate in your business or
   organization?