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The Small Business' Guide to Social CRM

Book Description

Build customer relationships that will accelerate your business

  • Manage your Social CRM and grow its capabilities to address your business needs

  • Discover best practices for Social CRM usage for sales, marketing, and customer service that will result in increased revenues

  • Loaded with practical tips that take the mystery out of Social CRM and address the specific needs of small businesses

  • In Detail

    Smart businesses are taking advantage of new technologies to overcome the challenges and secure the opportunities arising from recent shifts to buyer behaviour. The single biggest challenge for businesses today is to retain the loyalty of your existing customers and to find a way of extending your reach to find new ones. Social CRM allows you to do precisely that, offering a platform from which you can manage your current customer base while building and extending it.

    Craig Jamieson, an expert in social sales, wants to unlock the power of Social CRM for your business. With this book he takes you through the process of integrating Social CRM within your business strategy. He explores how to evaluate your needs, and discusses choosing the right Social CRM system for your business, before looking closely at how to successfully implement the system with best practices to bring increased revenues.

    About the Author

    Craig M. Jamieson is the managing member of Adaptive Business Services in Boise, Idaho, which also owns and operates NetWorks! Boise Valley B2B Networking Group.

    Craig has been in B2B sales since 1977 and during that time, has served in a variety of positions including sales manager, division sales manager, national sales manager, district manager, and a business owner. He has also taught salesmanship at university level and has been self-employed since 2005 as a sales trainer and consultant.

    Craig is a Nimble Social CRM and HootSuite Solution Partner, a TTI Performance Systems VAA, and he also provides training and consulting to businesses on how to leverage social sales tools, techniques, strategies, and Social CRM to increase their revenues. Craig currently writes a monthly column on social sales at and is presently a Midsize Insider who has been empowered to blog for IBM on the general topic of social business.

    Table of Contents

    1. The Small Business' Guide to Social CRM
      1. The Small Business' Guide to Social CRM
      2. Credits
      3. Foreword
      4. About the Author
      5. Acknowledgments
      6. About the Reviewers
      7. Preface
        1. What this book covers
        2. Who this book is for
        3. Conventions
        4. Reader feedback
        5. Piracy
      8. 1. Exploring the Key Benefits of Social CRM for Your Small Business
        1. The social media ecosystem
          1. Social building blocks
        2. Why a Social CRM?
        3. Key benefits of Social CRM
          1. Global benefits
            1. Customer retention
            2. Create new revenues
            3. Contact records
            4. Stay organized
            5. Unified communications
            6. Calendar and task management
            7. Collaboration
            8. Document storage and management
            9. Leverages social sales
            10. Build relationships
            11. Make the touches
            12. Generate referrals
            13. Find new connections
            14. Discover new opportunities
            15. Manage leads
            16. Pipeline management
          2. Social marketing
            1. Create brand awareness and brand monitoring
            2. Manage campaigns
            3. Generate leads
            4. Create and manage groups, communities, and pages
          3. Social customer service
            1. Online reputation management
            2. Customer support
            3. Solidify relationships
          4. Manage your business
        4. Summary
      9. 2. Social Business – the Foundation of Social CRM
        1. Understanding Social CRM
          1. Network overviews
            1. LinkedIn
            2. Twitter
            3. Facebook
            4. Google+
          2. Your personal profiles and company pages
            1. LinkedIn
            2. Twitter
            3. Facebook
            4. Google+
          3. Connecting with others
            1. LinkedIn
            2. Twitter
            3. Facebook
            4. Google+
          4. Share updates and engage
            1. LinkedIn
            2. Twitter
            3. Facebook
            4. Google+
          5. Focus with lists and circles
            1. LinkedIn
            2. Twitter
            3. Facebook
            4. Google+
          6. Groups and events
            1. LinkedIn
            2. Twitter
            3. Facebook
            4. Google+
        2. Summary
      10. 3. Laying the Groundwork for Social CRM
        1. Assess your social business status
        2. Who in your business should be using Social CRM?
        3. Who will take the lead?
        4. Suggestions for your meeting
        5. Where are my customers?
        6. Grow your network and grow your business!
        7. Getting buy-ins from your users
          1. Never request buy-ins
          2. Addressing salesperson hesitancy
            1. What salespeople want and can SCRM actually deliver it?
        8. Summary
      11. 4. Define Your Social CRM Needs Prior to Any Investment
        1. Setting goals and expectations
        2. Document and prioritize your needs
        3. Typical SCRM configurations
        4. General company needs – technical
          1. Number of users and storage requirements
          2. User roles and permissions
          3. Contact records
          4. Custom fields
          5. E-mail and calendar integration
          6. Synchronization
          7. Workflow management
        5. General company needs – application
          1. Dashboard
          2. Tags
          3. Search
          4. Collaboration
          5. Social integration
          6. Reporting
          7. Third-party integrations
          8. Additional frequently found-features
        6. Sales needs
          1. Account type
          2. Other fields or custom fields
          3. Reminders and recurring reminders
          4. Pipelines and forecasting
          5. Estimates, quotes, and proposals
          6. Social monitoring
        7. Management
          1. Reviewing individual deal and contact records
          2. Dashboards
          3. Reports
        8. Marketing needs
          1. Campaign creation
          2. E-mail and marketing templates
          3. Campaign responses
          4. Communities
        9. Management
          1. Campaign results
        10. Customer service needs
          1. Cases
          2. Monitoring
          3. Management
        11. Should your SCRM be mobile?
        12. Your needs recapped
        13. Summary
      12. 5. Choosing and Implementing Your New Social CRM
        1. Choosing your new system
          1. Desktop versus self-hosted versus cloud-based (software as a service, or SAAS)
            1. Establishing your budget
            2. Vendor support
            3. Backup and security
            4. Importing your existing data
            5. Ease of use
            6. Have your spreadsheet ready!
          2. How to begin your search
            1. Pulling your "system choice" process together
            2. System trials
        2. Implementing your new SCRM
          1. Professional assistance?
          2. Create a system rollout plan
          3. Define your processes and develop your plans for training
          4. Create the needed custom fields in your SCRM
          5. Create user accounts and establish permissions
          6. Connect e-mail, calendar, and social networks
          7. Decide what reports you will need and what they will include
          8. Prepare and then import your existing data
          9. Test, evaluate, and troubleshoot your data imports
          10. Train your users starting with your system administrator(s) first
        3. Summary
      13. 6. Training and SCRM Best Practices
        1. It starts and ends with great training!
        2. SCRM best practices
          1. Get focused and get organized!
          2. Become proactive!
          3. The 3 Cs – contacts, calendar, communications
            1. Creating records
            2. Managing your calendar
            3. Recording your activities
            4. Task management and assignment
            5. Attaching documents
          4. Every time you are in a record, you should…
          5. Scheduling reminders
          6. Organizing and grouping your contacts and activities
            1. The "A", "B", "C" contact-classification method
          7. Managing your sales pipeline, support cases, and campaigns
            1. Pipelines, funnels, and forecasts
            2. Support cases
            3. Campaigns
          8. Internal collaboration
          9. Monitoring and reporting
        3. Summary
      14. 7. Exploring the Social Elements of SCRM
        1. An overview of social best practices
          1. Your Social CRM goals
          2. Enhanced record creation
            1. Your records become a dynamic resource
          3. Get to know – really know – your contacts!
          4. Social activities aggregate to your SCRM
          5. Using your SCRM as your social dashboard
          6. Don't neglect the importance of providing value
        2. Social selling best practices
          1. Expanding your network with targeted connections and influencers
          2. Evaluating and grading your contacts
          3. Relationship mapping
          4. Progressive engagement through taps and touches
          5. How to build referrals and introductions
            1. Method #1 – be awesome!
            2. Method #2 – engage with me!
            3. Method # 3 – provide referrals!
          6. Trigger events
          7. Monitoring for opportunities and brand mentions
        3. Social support best practices
          1. Monitoring for brand mentions
          2. Create dedicated accounts, pages, and sites
        4. Social marketing best practices
          1. Social media campaigns
            1. Directing others to your web pages
          2. Creating and maintaining customer communities
        5. Summary
      15. 8. Enhancing Your Social CRM with Third-party Applications and Integrations
        1. There may be an SCRM for your industry
        2. Integration overview
        3. Integrations 101
          1. Application Programming Interface
          2. Your SCRM provides the integration
          3. E-mail-based SCRM
          4. Gadgets, plugins, and extensions
          5. Signature lines and social widgets for e-mails
          6. Connecting apps
          7. Combining SCRM programs
          8. It's done completely separately from your SCRM
          9. Accounting
          10. Project management
          11. Meetings
          12. Outbound calling
        4. Sales applications
          1. Contact targeting and lead discovery
          2. Relationship mapping and customer intelligence
          3. Document preparation and delivery
          4. Pipeline management
        5. Customer support applications
          1. Web-based support sites
          2. Social monitoring and sentiment analysis
        6. Marketing applications
          1. Marketing automation and integration
            1. Marketing automation on a budget
          2. Web-to-lead
          3. E-mail marketing
        7. Summary
      16. 9. Managing Your SCRM and Evaluating Your Investment
        1. Managing your SCRM
          1. Understanding user issues
          2. Watching out for common challenges
          3. What if it is a system problem?
          4. Day-to-day management of your system
            1. Adding and deleting users
            2. Importing new lists and updating existing lists
            3. Problems with duplicates
            4. Report management
        2. Evaluating system effectiveness
          1. Establishing benchmarks
          2. Performance metrics
          3. Social metrics
            1. LinkedIn, Facebook, and Google+
            2. Twitter
            3. Analytics
            4. Analyzing the results
        3. In conclusion
      17. A. Links
        1. Alphabetical list of applications
        2. Social add-ons for e-mail
          1. For Outlook
          2. For Gmail and others
        3. Cited articles
        4. Suggested reading