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Social Customer Experience: Engage and Retain Customers through Social Media

Book Description

Social Customer Experience: Engage and Retain Customers through Social Media builds on the prior works of author Dave Evans. As an update to Evans's earlier book Social Media Marketing, the new Social Customer Experience connects the early cases presented in 2010 with significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. This latest edition offers a blueprint for transforming your organization's disparate social initiatives into a unified social experience strategy. Most people know that social technologies are transforming business, but few understand how those changes are happening across the organization. Whether in marketing, communications, customer care, digital media or product development these changes shape the way in which business manage the experience their customers have with the brand. Filled with practical examples of what to do, and illustrated with cases taken from real companies, Social Customer Experience fills in the gaps for companies who want to do more with social than just listen and experiment.

Part I lays the groundwork by explaining the three waves of change that combine to form social customer experience: social technologies and their impact on Web 1.0 digital infrastructures; social customers and their impact on marketing and support operations; and the new discipline of customer experience management that is reframing the old sales-and-service-centric ways of thinking about how companies relate to customers. Part I concludes by defining the social customer experience ecosystem, both on and off your own web domain.

Part II, "Your Social Presence," puts you on the ground, with tactics and examples for how to apply social technologies and achieve your business objectives, how to measure and analyze social data and show business value, and how to implement a best-practice approach to avoid common traps and pursue proven opportunities.

Part III digs deeper into the five building blocks of social customer experience: organization, platform, content, people and tools. What's a social experience organization look like? What systems need to be in place? How do you get the most out of the social "objects" - content and other assets - that are the byproduct of great social customer experiences? How do connections between customers - the social graph - come into play? And what applications will you use - literally, what will you empower your customers to do? Part III answers these questions in the practical, method-driven style of authors Dave Evans and Joe Cothrel.

Social Customer Experience features detailed exercises that show you how to translate learning into action, hands-on tutorials using today's social media tools and platforms, and compelling, modern case studies from organizations of all sizes—from the Fortune 500 to nonprofits and mom-n-pop main-street shops. As a bonus, the book also features resources and references to connect readers with the current thought leaders and sources of timely information.

If you're interested in business, and how business is being reshaped by social technology, Social Customer Experience will show you a path to a new relationship with your customers, customers not only buy your products and services but get more out of them and go on to become partners in your business-selling, supporting, and innovating on your behalf.

Table of Contents

  1. Titlepage
  2. Frontmatter
  3. Dedication
  4. Acknowledgments
  5. About the Authors
  6. Foreword
  7. Introduction
  8. Part I: Social Customer Experience Fundamentals
    1. Chapter 1: Social Media and Customer Engagement
      1. The Social Feedback Cycle
      2. The Social Web and Engagement
      3. The Operations and Marketing Connection
      4. Review and Hands-On
    2. Chapter 2: The Social Customer
      1. Who Is the Social Customer?
      2. The Motives for Social Interaction
      3. The Customer Experience and Social CRM
      4. Outreach and Influencer Relations
      5. Review and Hands-On
    3. Chapter 3: Social Customer Experience Management
      1. Understanding Customer Experience
      2. Are You Ready for SCEM?
      3. SCEM and Measurement
      4. The Essential Role of the Employee
      5. Review and Hands-On
    4. Chapter 4: The Social Customer Experience Ecosystem
      1. Social Identities and Profiles
      2. Social Applications
      3. Social Channels
      4. Use Brand Outposts and Communities
      5. The Social Ecosystem
      6. Review and Hands-On
  9. Part II: Your Social Presence
    1. Chapter 5: Social Technology and Business Decisions
      1. Three Reasons for Social Customer Experience
      2. Prioritization: Getting to the Conversations That Matter
      3. Social Technology and Decision Support
      4. Review and Hands-On
    2. Chapter 6: Social Analytics, Metrics, and Measurement
      1. Why We Measure
      2. Social Analytics
      3. Know Your Influencers
      4. Web Analytics
      5. Business Analytics
      6. Review and Hands-On
    3. Chapter 7: Five Key Trends
      1. Real-Time Engagement
      2. Mobile Computing
      3. Co-creation
      4. Crowdsourcing
      5. Gamification
      6. Review and Hands-On
  10. Part III: Social Customer Experience Building Blocks
    1. Chapter 8: Customer Engagement
      1. Hierarchy of Types
      2. Level 1: Support
      3. Level 2: Sales
      4. Level 3: Innovation
      5. Hierarchy of Value
      6. Review and Hands-On
    2. Chapter 9: Social CRM and Social Customer Experience
      1. CRM, Social CRM, and SCE
      2. The Case for Integration
      3. Where This Is All Going
      4. Review and Hands-On
    3. Chapter 10: Social Objects
      1. What Is a Social Object?
      2. Social Objects: Types and Uses
      3. The Future of Social Objects
      4. Review and Hands-On
    4. Chapter 11: The Social Graph
      1. What Is a Social Graph?
      2. Characteristics of Social Graphs
      3. Social Graphs Spread Information
      4. The Social Graph and Social Customer Experience
      5. Review and Hands-On
    5. Chapter 12: Social Applications
      1. What Is a Social Application?
      2. Social Applications Drive Engagement
      3. Plan Your Social Customer Experience Platform
      4. Review and Hands-On
  11. Part IV: Appendixes
    1. Appendix A: Terms and Definitions
      1. Social Object
      2. Social Application
      3. Social Graph
      4. Social Network
      5. Social CRM and Social Customer Experience
    2. Appendix B: Thought Leaders
    3. Appendix C: Hands-On Exercises
      1. Chapter 1: Social Media and Customer Engagement
      2. Chapter 2: The Social Customer
      3. Chapter 3: Social Customer Experience Management
      4. Chapter 4: The Social Customer Experience Ecosystem
      5. Chapter 5: Social Technology and Business Decisions
      6. Chapter 6: Social Analytics, Metrics, and Measurement
      7. Chapter 7: Five Key Trends
      8. Chapter 8: Customer Engagement
      9. Chapter 9: Social CRM and Social Customer Experience
      10. Chapter 10: Social Objects
      11. Chapter 11: The Social Graph
      12. Chapter 12: Social Applications
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