You are previewing The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits.
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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. About This eBook
  2. Title Page
  3. Copyright Page
  4. Praise for The Definitive Guide to Social CRM
  5. Dedication Page
  6. Contents
  7. About the Author
    1. Customer-Centric Presentations
    2. Meeting Customer Expectations in Real Time
  8. Introduction
  9. Part I: The Impact of Social Media on Customer Relationships
    1. 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
      9. Endnotes
    2. 2. Smart Ways to Incorporate Social Media into Your Organization
      1. Empowering an Organization with Social Media
        1. Social Listening and Engagement Tools
        2. Private Social Media Communities
        3. Enterprise Collaboration (Knowledge Communities)
        4. Channel and Partner Collaboration
      2. Use a Phased Approach to Introduce Social Media into the Organization
      3. Making Money from Social Media
        1. Hub-and-Spoke Model
        2. Social Media–Enabled Applications
    3. 3. Social Media Pilot Case Study
      1. Social Media Plan
        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
      2. Pilot Description
      3. Lessons Learned
  10. Part II: Social CRM
    1. 4. Leverage Social Media Information to Advance Your Social CRM Efforts
      1. Step 1: Monitor Social Media Communities to Glean Social Insights
      2. Step 2: Filter Social Media Insight
      3. Step 3: Integrate Social Insight into an Organization’s Social CRM Application
      4. Step 4: Leveraging Social Insight to Achieve Enhanced Customer Engagement
      5. Endnotes
    2. 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
        1. Constituent Selection and Technographic Profiling
        2. Community Governance
        3. Community Guidelines and Community Moderation
        4. Social Media Community Metrics
      3. Emerging Social Media Community Issue: Social Media Policies and Guidelines
      4. Private Social Media Communities Case Studies
      5. Key Social Media Community Success Factors
      6. Endnotes
    3. 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
      5. Endnotes
    4. 7. Overcoming Skepticism to Exploit Social CRM
      1. A Social CRM Success Formula
      2. Social CRM Lessons Learned
      3. Endnotes
  11. Part III: Readying for Social CRM Implementation
    1. 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. 9. Social CRM Software Selection and Vendor Negotiation
      1. How to Select Software
        1. Step 1: Technical Baseline Review
        2. Step 2: Customer Visits with the Customer-Facing Personnel
        3. Step 3: Brainstorming Session
        4. Step 4: Needs-Analysis Questionnaires
        5. Step 5: Business Process Review
        6. Step 6: Business Functional Prioritization
        7. Step 7: Technical Platform Recommendations
        8. Step 8: Social CRM Report
        9. Step 9: Software Selection
        10. Step 10: Software Implementation Assistance
      2. Technical Requirements
      3. Writing the Social CRM System Specifications
      4. Vendor RFP Response Review and Social CRM Demo
        1. Questions to Ask Social CRM Software Providers
        2. Tips for Negotiating with Social CRM Vendors
      5. Endnotes
    3. 10. Ten 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. 11. Social CRM: Achieving the Right Mix of People, Process, and Technology
      1. The People, Process, and Technology Components
      2. Keeping Social CRM on a Healthy Track
  12. Part IV: Social CRM—Process Issues
    1. 12. Realizing Effective Process Change
      1. Key Business—Process Success Criteria
      2. Social CRM Process Business Case Examples
        1. A Global Manufacturer
        2. A Consumer Goods Manufacturer
        3. A Global Life Sciences Organization
        4. Another Global Manufacturer
      3. Social CRM Process Business Case Takeaways
    2. 13. Understanding Business Process Review
      1. Ten-Step Business Process Review
        1. Step 1: Meet with the Business Process Participants to Plan an Initial Schedule
        2. Step 2: Research Relevant Social CRM Industry Best Practices
        3. Step 3: Interview Customer Personnel about Current State of Business Processes
        4. Step 4: Document As-Are Processes and Make Best-in-Class Comparisons
        5. Step 5: Collect Feedback on As-Are Process Flows
        6. Step 6: Hold Workshop(s) to Review Feedback
        7. Step 7: Hold a Business Process Improvement Workshop
        8. Step 8: Draft To-Be Process Flows
        9. Step 9: Hold a Business Process To-Be Workshop
        10. Step 10: Finalize Process Recommendations
      2. Business Process Improvements Must Precede Technology Implementation
    3. 14. Applying “Process” Best Practices to Social Media Strategy
      1. Social Media Strategy Process
        1. Contemplate
        2. Navigate
        3. Calibrate
  13. Part V: Social CRM—People Issues
    1. 15. Overcoming Inevitable People Issues
      1. Social CRM Implementation Failures
        1. Oil Industry Failure
        2. Telecom Industry Failure
        3. Services Industry Failure
      2. Social CRM Implementation Success Stories
        1. Publishing Industry Success Story
        2. Raw Materials Industry Success Story
      3. How to Secure People Success for a Social CRM Initiative
        1. Announce Social CRM Efforts Internally
        2. Create a Superuser Group
        3. Create a Meaningful Communications Program
        4. Keep the Executive Sponsor(s) Actively Engaged
        5. Maintain a Long-term View
    2. 16. Keeping Users Engaged and Happy
      1. Effective Training
        1. Business-Process Training
        2. Application Training
        3. Train-the-Trainer
        4. Systems Administrator Training
        5. Remedial Training
        6. New User Training
      2. A Responsive Help Desk
      3. Comprehensive Systems Administration
    3. 17. Applying “People” Best Practices to Social Media
      1. Creating and Adhering to Social Media Policies
        1. Social Media Policy Recommendations
      2. Developing Realistic Time Estimates
      3. Enhancing Motivation
      4. Leveraging Passion
      5. Endnotes
  14. Part VI: Social CRM—Technology Issues
    1. 18. Social CRM Technology Issues
      1. Dealing with Social CRM Vendors
      2. Key Technology Challenges
        1. Technology Challenge 1
        2. Technology Challenge 2
        3. Technology Challenge 3
      3. Social CRM Technology Trends
      4. Social CRM Security Risks
  15. Part VII: The Future of Social CRM
    1. 19. Customers of the Future and Their Impact on Social CRM
      1. Happy Hotels: Debbie Jones Case Study
      2. Leveraging Social Graph Tools
      3. Endnotes
    2. 20. The Impact of Mobility on Social CRM
      1. An Overview of Mobile Devices Used for Social CRM Applications
        1. Reason 1: Mobile Devices
        2. Reason 2: Improved Networks
        3. Reason 3: Software Enhancements
        4. Reason 4: A Strong “What’s in It for Me?” (WIIFM)
      2. The Impact of Mobility on Social CRM
      3. Endnotes
    3. 21. The Impact of Gamification on Social CRM
      1. Examples of Gamification in Business Situations
        1. Motivate Sales Reps to Use Social CRM Applications
        2. Increased Social Media Community Participation
        3. Lower Contact Center Agent Turnover
        4. Deepen Customer Engagement
      2. Game On!
      3. Deployment Options
        1. Using a Purpose-Built Gamification Custom App
        2. Building on Top of a Gamification Platform
        3. Via a Gamification Service
      4. The Impact of Gamification on Social CRM
      5. Endnotes
    4. 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
      4. Endnotes
    5. 23. The Impact of Channel Optimization on Social CRM
      1. Summary of Key Channel Optimization Challenges
        1. New and More Channels, Each with Its Own Cost Structure
        2. Changing Customer Channel Preferences
        3. The Need for Seamless Integration across Multichannels
        4. Performing Ongoing Data Analytics Regarding Channel Optimization
        5. Getting the Preference-Versus-Cost Balance Right
        6. Securing Customer Adoption of Lowest Cost-to-Serve Channels
        7. Achieving Technology Integration across Channels
      2. The Impact of Channel Optimization on Social CRM
    6. 24. The Impact of the Internet of Things on Social CRM
      1. Internet of Everything
      2. The Internet of Things
        1. Connected Home
        2. Connected Wearables
        3. Connected Health
        4. Connecting Merchants with Customers
      3. Six Questions to Ask Regarding the Future of the Internet of Everything/Internet of Things
        1. Is There a Sustainable Driving Force Behind the IOE/IOT?
        2. How to Cost-Justify Investing in the IOE/IOT?
        3. How to Respond to the Growing Concerns around Data Privacy Issues?
        4. What Are the Resulting Customer Service Challenges?
        5. What Is the Impact on Big Data Analysis and Insight?
        6. How to Address New People, Process, and Technology Issues?
      4. The Impact of the Internet of Things on Social CRM
      5. Endnotes
  16. Part VIII: Appendixes
    1. 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. B. Leading Social Media Monitoring and Filtering Tools
    3. C. Leading Social CRM Software Solutions
      1. Platform Vendors
      2. CRM Vendors
    4. D. Social CRM Technology Trends
      1. Client/Server Architecture Enhancements
      2. XML Playing a Major Role
      3. Portal Architecture
      4. Growing Options for Filtering/Exporting Relevant Social Media/Community
        1. Information
        2. Business Intelligence
        3. Resource Oriented Architecture
      5. Growing Options in Licensing/Hosting Social CRM
      6. Endnotes
    5. E. Addressing Social CRM Security Risks
      1. Areas Addressed by a Security Policy
        1. The Human Factor
        2. Systems and Software
      2. Developing the Security Policy
    6. F. A Glossary of Terms
  17. Index