03099nam a2200265 a 4500 vtls000057354 KUKTEM 20251125093055.0 111213t2012 nyua f 001 0 eng d 9780071759182 0071759182 201204061512 asmadi 201112131532 irma UMP HF5415.5 .M48 2012 Metz, Adam The social customer : how brands can use social CRM to acquire, monetize, and retain fans, friends, and followers / Adam Metz New York : McGraw-Hill, c2012 xxii, 279 p. : ill. ; 24 cm. Includes bibliographical references and index Disclosures -- The brand as a social object and the business case for social CRM -- The ’how" and "where" of engagement and the four social customer scenarios -- Social customer relationship management -- Social customer insights and an introduction to the 23 use cases of social CRM -- Social marketing -- Social sales -- Social support -- Social innovation and product development -- Collaboration -- Seamless customer experience -- Metrics and rationale -- The methodology -- Social CRM strategy -- Misunderstandings and failures in social CRM -- The 98 percent customer management model -- Social customer analytics : how to tell if your team’s doing it right -- Work flows and escalation paths -- Social advertising, the social/mobile platform, and integration with retail -- The social customer and the law -- Consumer trust and ethics -- International feel -- Conclusion -- Afterword "Customers have changed--and you must, too, if you want to stay relevant. By now, business leaders fully understand that customers empowered by social media are fundamentally changing the way they interact with the brands they consume. What they’ve missed, however, is that this isn’t just a marketing issue. It’s an organizational issue. And those who plan to compete in the future must develop a business strategy that places major emphasis on appealing to the Social Customer.Succeeding in the new social world of business is much more than a matter of setting up Twitter accounts, understanding the mechanics of viral campaigns, or responding quickly to customer complaints in social forums before they swell out of control. Rather, it’s a matter of re-engineering an entire division or organization: it’s about social customer relationship management that spans across the entire company: sales, marketing, fulfillment, management, and other departments. The Social Customer provides a strategic platform you can use to position your organizations to survive and thrive, as well as tactical resources to use in implementation. In short, it presents the next wave of social media strategy that all companies must adopt if they wish to find success in the future"--Provided by publisher Customer relations Management Branding (Marketing) 0 0 0 0 20000 20000 2019-09-04 75.91 0 HF5415.5 .M48 2012 0000064375 2019-09-04 00:00:00 1 75.91 2019-09-04 OPEN VIRTUA40 61136 61142 VTLSSORT0080*0200*0201*0400*0900*1000*2450*2600*3000*5040*5050*5200*6500*6501*9991