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by Jon Ferrara, Stephanie Diamond, Kyle Lacy
Social CRM For Dummies
Cover Page
Title Page
Copyright
About the Authors
Dedication
Publisher's Acknowledgments
Contents at a Glance
Table of Contents
Introduction
About This Book
Foolish Assumptions
Conventions Used in This Book
How This Book Is Organized
Icons Used in This Book
Where to Go from Here
Part I: Welcome to the World of Social CRM
Chapter 1: Implementing the New Social Business
Accepting the New Social Change
Connecting CRM History to Today
Crafting the CRM Definition and Philosophy
Chapter 2: Meeting the New Kid on the Block: Social CRM
Defining Social CRM
Discovering the Social CRM Fundamentals
Understanding the Differences in Social and Traditional CRM
Recognizing the Benefits of Social CRM
Chapter 3: Overcoming Challenges to Social CRM
Understanding the Challenges of Social CRM
Establishing Best Practices and Guidelines
Building a Social CRM Team
Training Your Employees
Prioritizing Activities and Resources
Establishing Your Social CRM Goals
Chapter 4: Courting the Social Customer
Exploring the Habits of the Social Customer
Influencing the Social Customer
Talking to the Social Customer
Part II: Building Your Social CRM Strategy
Chapter 5: Establishing the New Social Business Model
Finding the Right Person to Lead the Way
Defining Processes That Yield Insights
Incorporating Social Into Your Company Branding
Measuring the Impact of the New Model
Engaging in Co-creation
Chapter 6: Refreshing Marketing 2.0 for Social CRM
Attracting Attention in an Attention Economy
Battling Between Old and New Marketing
Chapter 7: Using the Social Media in Social CRM
Understanding the Role of Social Media
Building the Content Pillars
Incorporating Blogging
Discovering the Podcast
Including Video in Your Mix
Tweeting with the Microblog Twitter
Facing the Valuable Facebook
Adding Specialized Social Platforms
Presenting as a Social Campaign Tool
Having Influence
Chapter 8: Aligning Sales in Social CRM
Challenging the New Social Salesperson
Building Sales Intelligence
Valuing the Collaborative Sales Model
Interacting with the New Social Customer
Leading the New Lead Generation
Becoming the Trusted Advisor
Chapter 9: Building a Customer Loyalty and Advocacy Program
Understanding Customer Loyalty
Understanding the Value of Loyal Advocates and Social Influencers
Enhancing Customer Loyalty and Advocacy
Chapter 10: Creating Socially Relevant Customer Service
Defining Customer Service
Listening to the Social Customer
Using Community-Based Support
Creating Goals for Social Customer Service
Recovering from Social Media Uproars Like a Pro
Chapter 11: Supporting the Age of Mobility
Looking at Consumer Trends in Mobile
Navigating the Mobile Enterprise
Part III: Developing a Social and Collaborative Business
Chapter 12: Building a Social Organization
Defining the New Internal Ecosystem
Meeting the Needs of a Social Organization
Establishing an Internal Social Network
Chapter 13: Enabling and Empowering Your Employees
Gaining Your Customer's Trust via Social Media
Creating a Social Media Policy
Dealing with Communication Crises
Contributing to the Internal Knowledge Base
Using SEO to Deflect Questions and Calls
Part IV: Measuring the Impact of Social CRM
Chapter 14: Analyzing Data to Drive Results
Understanding the Social CRM Data Storm
Teaching the Different Parts of Data
Combining Business Intelligence with Social CRM
Structuring Data Collection and Reporting
Translating Social Media Data Into Metrics
Finding a Social CRM System to Meet Your Needs
Analyzing the Future of Analytics
Chapter 15: Keeping Up with Evolving Technology
Educating on the Future Technology
Unraveling the Future of CRM
Pushing Mobility and Embedded Technology
Part V: The Part of Tens
Chapter 16: Top Ten Enterprise-Level Social CRM Solutions
Oracle CRM
SAP
Microsoft Dynamics
Salesforce.com
SugarCRM
Jive
Pivotal
Infor
SAS
IBM CRM
Chapter 17: Top Ten Customer Service–Centric Social CRM Solutions
Sword Ciboodle
Get Satisfaction
Attensity
Parature
KANA
Moxie Software
Pegasystems
Astute Solutions
Contactual
Consona
Chapter 18: Top Ten Social CRM Thought Leaders
Paul Greenburg
Adam Metz
R “Ray” Wang
Wim Rampen
Kate Leggett
Esteban Kolsky
Martin Schneider
Mitch Lieberman
Bill Ives
Marc Benioff
Chapter 19: Top Ten Small Business Social CRM Vendors
Nimble
AddressTwo
Constant Contact
Zoho
Nutshell
Relenta
Batchbook
JitterJam
BlueCamroo
Infusionsoft
Chapter 20: Top Ten Cross-Channel Marketing Vendors
Eloqua
HubSpot
Marketo
Net-Results
Experian CheetahMail
Neolane
Silverpop
Responsys
SalesFusion
ExactTarget
Index
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