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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits

Book Description

This is the Rough Cut version of the printed book.

Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond.

Barton Goldenberg,the field’s #1 expert, offers a proven, four-step methodology for succeeding with Social CRM work in any B2B, B2C, or B2B2C organization. You’ll learn how to integrate people, process and technology to optimize relationships with every customer, achieve seamless collaboration across customer-facing functions, and make the most of today’s leading social platforms. Goldenberg shows how to:

• Systematically harvest information from Social Media conversations and communities: Facebook, Twitter, LinkedIn, Google+, and beyond

• Integrate this information into expanded customer profiles

• Use these profiles to personalize customer service, marketing messages, and sales offers far more effectively

Goldenberg assesses the changing impact of social media on customer relationships, identifies smarter ways to profitably integrate it throughout your business, guides you through Social CRM planning and implementation, and examines key challenges and opportunities in leveraging Social CRM after you’ve deployed it. You’ll find practical advice on issues ranging from strategy to software selection, vendor negotiation to team development and day-to-day operations. Goldenberg concludes by previewing the future of Social CRM — and the fast-changing customer tomorrow’s systems must serve.

For all executive decision-makers, managers, and implementers who are involved in, planning, or considering Social CRM initiatives.

Table of Contents

  1. Table of Contents
  2. Acknowledgments [This content is currently in development.]
  3. About the Author
    1. Customer-Centric Presentations
    2. Meeting Customer Expectations in Real Time
  4. Introduction
  5. Part 1: The Impact of Social Media on Customer Relationships
    1. Chapter 1. Social CRM: The Intersection of Social Media and CRM
      1. How Social CRM Engages the Customer
      2. Social CRM Benefits
      3. Social Media Has Taken Off in the Current Marketplace
      4. More and More People Are Using Social Media
      5. Social Media Is Replacing Traditional Media Sources
      6. Meaningful Challenges Still Apply to Social Media and Social CRM
      7. Sample Customer Profile
      8. Ensuring the Impact of Social Media on Customer Relationships
    2. Chapter 2. Smart Ways to Incorporate Social Media into Your Organization
      1. Empowering an Organization with Social Media
      2. Use a Phased Approach to Introduce Social Media into the Organization
      3. Making Money from Social Media
    3. Chapter 3. Social Media Pilot Case Study
      1. Step 1: Constituency Selection
      2. Step 2: Technographic Profiling
      3. Step 3: Business Goal Identification and Community Metrics
      4. Step 4: Vendor Selection
      5. Step 5: Community Engagement Plan
      6. Pilot Description
      7. Lessons Learned
  6. Part 2: Social CRM
    1. Chapter 4. Leverage Social Media Information to Advance Your Social CRM Efforts
      1. Social CRM Framework
    2. Chapter 5. Creating Your Social Media Community in Support of Social CRM
      1. Why Create A Social Media Community?
      2. Leveraging Private Social Media Communities to Achieve Social CRM Success
      3. Constituent Selection and Technographic Profiling
      4. Community Governance
      5. Internal Team Members
      6. External Team Members
      7. Subject Matter Experts
      8. Blogs
      9. Community Guidelines and Community Moderation
      10. Social Media Community Metrics
      11. Emerging Social Media Community Issue: Social Media Policies and Guidelines
      12. Private Social Media Communities Case Studies
      13. Key Social Media Community Success Factors
    3. Chapter 6. Social Media Knowledge Communities and Social CRM
      1. Why Knowledge Management Collaboration Is Growing in Importance
      2. Painless Knowledge Management
      3. Integrating Social Media Knowledge Communities and Social CRM
      4. Knowledge Management Mini Case Study
    4. Chapter 7. Overcoming Skepticism to Exploit Social CRM
      1. A Social CRM Success Formula
      2. Social CRM Lessons Learned
  7. Part 3: Readying for Social CRM Implementation
    1. Chapter 8. Getting Your Social CRM Strategy Right
      1. Step 1: Prepare an Executive Social CRM Vision
      2. Step 2: Determine Social CRM Business Requirements
      3. Step 3: Identify Social CRM Technology Opportunities/Challenges
      4. Step 4: Determine Key People Issues
      5. Step 5: Develop a Long-Term Technical Road Map
      6. Step 6: Identify Business Process Issues
      7. Step 7: Determine Customer Desires and Impact on Customers
      8. Step 8: Determine Social CRM Competitive Alternatives and Metrics
      9. Step 9: Provide Social CRM Program Observations and Recommendations
      10. Step 10: Create a Social CRM Road Map
      11. Step 11: Recommend a Social CRM Program Management Approach
      12. Step 12: Prepare the Social CRM Program Business Case
    2. Chapter 9. Social CRM Software Selection and Vendor Negotiation
      1. How to Select Software
      2. Technical Requirements
      3. Writing the Social CRM System Specifications
      4. Vendor RFP Response Review and Social CRM Demo
      5. Questions to Ask Social CRM Software Providers
      6. Tips for Negotiating with Social CRM Vendors
    3. Chapter 10. 10 Steps to Effective Social CRM Implementation
      1. Step 1: Organize the Project Management Team
      2. Step 2: Determine the Functions to Automate
      3. Step 3: Gain Top Executive Support/Commitment
      4. Step 4: Employ Technology Smartly
      5. Step 5: Secure User Ownership
      6. Step 6: Prototype the System
      7. Step 7: Train Users
      8. Step 8: Motivate Personnel
      9. Step 9: Administrate the System
      10. Step 10: Keep Management Committed
    4. Chapter 11. Social CRM: Achieving the Right Mix of People, Process, and Technology
      1. Keeping Social CRM on a Healthy Track
  8. Part 4: Social CRM – Process Issues
    1. Chapter 12. Realizing Effective Process Change
      1. A Global Manufacturer
      2. A Consumer Goods Manufacturer
      3. A Global Life Sciences Organization
      4. Another Global Manufacturer
    2. Chapter 13. Understanding Business Process Review
      1. 10-Step Business Process Review
      2. Business Process Improvements Must Precede Technology Implementation
    3. Chapter 14. Applying “Process” Best Practices to Social Media Strategy
      1. Social Media Strategy Process
      2. I. Contemplate
      3. 1. Assess the Current Situation
      4. 2. Understand the Community’s Linkage to the Overall Business Strategy
      5. 3. Define the Audience
      6. 4. Determine the Key Social Media Goals
      7. 5. Define and Review the Social Media Policies
      8. 6. Leverage Organizational Resources
      9. II. Navigate
      10. III. Calibrate
  9. Part 5: Social CRM - People Issues
    1. Chapter 15. Overcoming Inevitable People Issues
      1. Oil Industry Failure
      2. Telecom Industry Failure
      3. Services Industry Failure
      4. Publishing Industry Success Story
      5. Raw Materials Industry Success Story
      6. How to Secure People Success for a Social CRM Initiative
    2. Chapter 16. Keeping Users Engaged and Happy
      1. 1. Effective Training
      2. 2. A Responsive Help Desk
      3. 3. Comprehensive Systems Administration
    3. Chapter 17. Applying “People” Best Practices to Social Media
      1. 1. Creating and Adhering to Social Media Policies
      2. 2. Developing Realistic Time Estimates
      3. 3. Enhancing Motivation
      4. 4. Leveraging Passion
  10. Part 6: Social CRM - Technology Issues
    1. Chapter 18. Social CRM Technology Issues
      1. 1. Dealing with Social CRM Vendors
      2. 2. Key Technology Challenges
      3. 3. Social CRM Technology Trends
      4. 4. Social CRM Security Risks
  11. Part 7: The Future of Social CRM
    1. Chapter 19. Customers of the Future and Their Impact on Social CRM
      1. Happy Hotels – Debbie Jones Case Study
      2. Leveraging Social Graph Tools
    2. Chapter 20. The Impact of Mobility on Social CRM
      1. An Overview of Mobile Devices Used for Social CRM Applications
      2. Reason 1: Mobile Devices
      3. Reason 2: Improved Networks
      4. Reason 3: Software Enhancements
      5. Reason 4: A Strong “What’s In It For Me?” (WIIFM)
      6. The Impact of Mobility on Social CRM
    3. Chapter 21. The Impact of Gamification on Social CRM
      1. Game On!
      2. Deployment Options
      3. The Impact of Gamification on Social CRM
    4. Chapter 22. The Impact of Big Data Analytics and Insight on Social CRM
      1. Applying Big Data Successfully within the Business Environment
      2. The Components of Effective, Data-Driven Decision-Making
      3. The Impact of Big Data on Social CRM
    5. Chapter 23. The Impact of Channel Optimization on Social CRM
      1. The Impact of Channel Optimization on Social CRM
    6. Chapter 24. The Impact of the Internet of Things on Social CRM
      1. Internet of Everything
      2. The Internet of Things
      3. Connected Home
      4. Connected Wearables
      5. Connected Health
      6. Connecting Merchants with Customers
      7. Six Questions to Ask Regarding the Future of the Internet of Everything/Internet of Things
      8. The Impact of the Internet of Things on Social CRM
  12. Part 8: Appendices
    1. Appendix A. Social Media Policy Examples
      1. Ford’s Social Media Policies
      2. Best Buy’s Social Media Policies
      3. Greteman Group’s Social Media Policies
    2. Appendix B. Leading Social Media Monitoring and Filtering Tools
    3. Appendix C. Leading Social CRM Software Solutions
      1. Platform Vendors
      2. CRM Vendors
    4. Appendix D. Social CRM Technology Trends
      1. 1. Client/Server Architecture Enhancements
      2. 2. XML Playing a Major Role
      3. 3. Portal Architecture
      4. 4. Growing Options for Filtering/Exporting Relevant Social Media/Community Information
      5. 5. Business Intelligence
      6. 6. Resource-Oriented Architecture
      7. 7. Growing Options in Licensing/Hosting Social CRM
    5. Appendix E. Addressing Social CRM Security Risks
      1. Remote Access
      2. ebusiness/ecommerce (for customer engagement)
      3. Call Center email (for customer engagement)
      4. Enterprise email (for customer engagement)
      5. Enterprise Security
      6. The Human Factor
      7. Systems and Software
      8. Developing the Security Policy
    6. Appendix F. A Glossary of Terms