The social customer : how brands can use social CRM to acquire, monetize, and retain fans, friends, and followers / Adam Metz.
By: Metz, Adam.
Material type: TextPublisher: New York : McGraw-Hill, c2012General Notes: Includes index.Bibliography: Includes bibliographical references and index.Description: xxii, 279 p. : ill. ; 24 cm.ISBN: 9780071759182 (hardback : acid-free paper); 0071759182 (hardback : acid-free paper).Subject(s): Customer relations -- Management | Branding (Marketing)DDC classification: 658.8/12Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.812 M568 2012 (Browse shelf(Opens below)) | Available | 34284003744653 |
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Includes index.
Includes bibliographical references and index.
Disclosures -- The brand as a social object and the business case for social CRM -- The 'how" and "where" of engagement and the four social customer scenarios -- Social customer relationship management -- Social customer insights and an introduction to the 23 use cases of social CRM -- Social marketing -- Social sales -- Social support -- Social innovation and product development -- Collaboration -- Seamless customer experience -- Metrics and rationale -- The methodology -- Social CRM strategy -- Misunderstandings and failures in social CRM -- The 98 percent customer management model -- Social customer analytics : how to tell if your team's doing it right -- Work flows and escalation paths -- Social advertising, the social/mobile platform, and integration with retail -- The social customer and the law -- Consumer trust and ethics -- International feel -- Conclusion -- Afterword.
Provides a platform for organizations to survive and thrive in the age of new technologies.
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