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c o n t n e n t s
- Part I Social Business Fundamentals Introduction xvii
- Chapter 1 Social Media and Customer Engagement
- The Social Feedback Cycle
- Open Access to Information
- Social Business: The Logical Extension
- Social Business Is Holistic
- The Connected Customer
- The Social Web and Engagement.............................
- The Engagement Process
- The Operations and Marketing Connection
- Connect Your Team
- Your Customers Want to Help
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Chapter 2 The New Role of the Customer
- The New Role: Social Interactions
- People Want to Make Friends
- Club Membership Brings Expectations
- You Are What You Post
- Customer Relationships: CRM Gets Social.....................
- The New Role of Influence
- The Social Graph
- Social CRM: Two Cases
- Outreach and Influencer Relations
- Social CRM and Blogger Outreach
- Social CRM and Influencer Relations
- Influencer Relations: A Representative Case
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Chapter 3 Build a Social Business ■
- What Is Social Business?
- Social Businesses Are Participative
- Build Around Customer Participation
- Participation Is Driven by Passion
- In Search of a Higher Calling
- $pend Your Way to a Social Presence
- Build Your Social Presence
- Business as a Social Participant
- Brand Outposts
- Social Business and Measurement............................
- Collaborate
- Participation
- Applied Knowledge Transfer
- Employees as Change Agents................................
- Empower an Organization
- Connect Employees to Employees
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Chapter 4 The Social Business Ecosystem
- Social Profiles
- The Profile as a Social Connector
- The Profile and the Social Graph
- Social Applications
- Support Forums
- Content Sharing
- Purpose-Built Applications
- Using Brand Outposts and Communities
- Coca-Cola: Facebook
- Coke Zero: Department of Fannovation
- The Social Ecosystem
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Part II Run a Social Business
- Chapter 5 Social Technology and Business Decisions
- Create a Social Business
- The Innovation Cycle
- Understand the Conversations That Matter CONTENTS
- Consider the Workload
- Active Listening
- Touchpoint Analysis
- Touchpoint Analysis: Bengaluru International Airport
- Social CRM and Decision Support
- The Customer Point of View (POV)
- Map the Social Graph
- Integration of Listening
- Customer Support and Social CRM
- Activate Your Customers: Control vs. Leadership
- Collaborative Processes
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Chapter 6 Social Analytics, Metrics, and Measurement
- Social Analytics.........................................
- Quantitative Measurement
- The Need to Measure More
- Source and Sentiment Analysis
- Know Your Influencers
- From Journalists to Connected Enthusiasts
- Identify Your Influencers
- The Role of Trust
- Apply Your New Influencer Knowledge
- Web Analytics..........................................
- Website Performance
- Beyond the Basics
- Don’t Overcomplicate
- Connect the Dots
- Business Analytics.......................................
- It’s All About Business
- Offline and Nonbusiness Processes
- Sources of Business Analytics
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Chapter 7 Five Essential Tips
- Three Things to Do (and Why)
- Listen Intently, Respond Intelligently
- Encourage Collaboration Everywhere
- Measure Social Media
- What Not to Do (and What to Do Instead).................... ■
- Ignore Change at Your Peril
- Marketing Can’t Do Social Media Alone
- Best Practices in Social Business
- Threadless.com: Customer-Driven Design
- Dell: Customer-Driven Design
- Crowdspring: Crowdsourcing
- HARO: Knowledge Exchange
- Foursquare: Game-Based Sharing
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Part III Social Business Building Blocks
- Chapter 8 Engagement on the Social Web
- Engagement as a Customer Activity
- Learn to Think Like a Fish
- Engagement Points
- It’s Still Your Business
- Customers to the Rescue
- Advocates in the Making
- Engagement as a Business Activity
- Create Advocates Through Engagement
- Respond to Engaged Customers
- It’s Eighties Night!
- Connect Customers to Employees
- Extend Engagement......................................
- Collaboration
- What Else Can I Do?
- Advocacy
- Review and Hands-On
- Review of the Main Points
- Hands-On: Social Business Fundamentals
- Hands-On: Apply What You’ve Learned
- Chapter 9 Social CRM
- Social CRM and Business Design
- Social CRM: A Social Extension of CRM
- Oil and Water
- The Elements of Social CRM
- Social CRM: Engagement Drives Innovation
- Build a Social CRM Program
- Hope Is Not a Strategy
- Create a Social CRM Plan
- Enterprise 2.0 and Internal Collaboration..................... CONTENTS
- Review and Hands-On
- Review of the Main Points
- Hands-On: Social Business Fundamentals
- Hands-On: Apply What You’ve Learned
- Chapter 10 Social Objects
- What Is a Social Object?
- Marketers, Beware!
- No More Interruptions
- Why Social Objects Matter
- Build on Existing Social Objects............................
- Build a Presence
- Identify Existing Social Objects
- Create New Social Objects
- Build Around Your Own Social Object
- Types of Branded Communities
- The Workplace as a Social Object
- Use Social Objects in Business..............................
- Drive Conversations and Connections
- Get Found
- Review and Hands-On
- Review of the Main Points
- Hands-On: Social Objects
- Hands-On: Apply What You’ve Learned
- Chapter 11 The Social Graph
- What Is a Social Graph?
- Like-Mindedness Drives Association
- Social Graphs Spread Information...........................
- The Tools that Power a Social Graph
- Use the Social Graph in Business............................
- Make Sure People Connect
- Business in Social Networks
- Malleable Social Networks
- Spot Influencers
- Spread Content Further
- Connect Communities
- Measure the Social Graph.................................
- Participation
- Influence
- Spread
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Chapter 12 Social Applications ■
- What Is a Social Application?
- Social Applications Drive Engagement
- Social Graph Applications
- Social Network Extensions
- Content Publishing and Sharing
- Curation and Reputation Management
- Crowdsourcing
- Ideation
- Support Communities
- Workplace Collaboration
- Get Started: Plan a Social Application........................
- The Planning Process
- Initiate Your Plan
- Review and Hands-On
- Review of the Main Points
- Hands-On: Review These Resources
- Hands-On: Apply What You’ve Learned
- Appendices
- Appendix A Terms and Definitions
- Appendix B Online References
- Appendix C Hands-On Exercises
- Index