Social customer experience : engage and retain customers through social media / Dave Evans, Joe Cothrel

Livre

Evans, Dave (1956-). Auteur

Edité par Sybex - 2014

This text presents significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. This 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, this text fills in the gaps for companies who want to do more with social than just listen and experiment

Machine generated contents note: ch. 1 Social Media and Customer Engagement. The Social Feedback Cycle. Open Access to Information. Social Customer Experience: The Logical Extension. Social Customer Experience Is Holistic. The Connected Customer. The Social Web and Engagement. The Rules of Engagement. Assessing Engagement. The Engagement Process. The Engagement Process and Social Customer Experience. The Operations and Marketing Connection. Connect Your Team. Your Customers Want to Help. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 2 The Social Customer. Who Is the Social Customer ?. The Motives for Social Interaction. A Means to Connect: Friending and Following. An Environment for Connection: Moderation. A Motive for Connection: Reputation. The Customer Experience and Social CRM. The Role of Influence. The Social Graph. Contents note continued: Engaging the Social Customer: Two Cases. Outreach and Influencer Relations. Influencer Relations. Influencer Relations: A Representative Case. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 3 Social Customer Experience Management. Understanding Customer Experience. Are You Ready for SCEM?. Social Businesses Are Participative. Common Misconceptions. Build around Customer Participation. Participation Is Driven by Passion. In Search of a Higher Calling. Spend Your Way to a Social Presence. Build Your Social Presence. Your Business as a Social Trigger. Brand Outposts. SCEM and Measurement. Conversion. Participation. Business Value. Other Measures. The Essential Role of the Employee. Empower an Organization. Employees in Customer Communities. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Contents note continued: Hands-On: Apply What You've Learned. ch. 4 The Social Customer Experience Ecosystem. Social Identities and Profiles. The Profile as a Social Connector. The Profile and the Social Graph. Social Applications. Discussions. Articles. Assets. Metadata. Activity Streams. Social Channels. Off-Domain Channels. On-Domain Channels. Manage On- and Off-Domain Activity. Build a Vibrant Presence. Content Sharing. Purpose-Built Social Add-Ons. Use Brand Outposts and Communities. Coca-Cola: Facebook. The Social Ecosystem. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 5 Social Technology and Business Decisions. Three Reasons for Social Customer Experience. Selling with Social Channels. Save with Social. Learn with Social. Prioritization: Getting to the Conversations That Matter. Members. Makers. Contents note continued: Social Technology and Decision Support. The Customer Point of View. Map the Social Graph. Integration of the Customer Experience. Customer Support and SCEM. Activate Your Customers: Control vs. Leadership. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 6 Social Analytics, Metrics, and Measurement. Why We Measure. Measure to Inform: Numbers and Stories. Performance, Return, and Insight. Sources of Data. Social Analytics. Quantitative Social Analytics. Qualitative Social Analytics. Know Your Influencers. From Journalists to Enthusiasts. Identify Your Influencers. The Role of Trust. Apply Your New Influencer Knowledge. Web Analytics. Website Performance. Beyond the Basics. Don't Overcomplicate. Connect the Dots. Business Analytics. It's All about Results. Offline and Non-business Processes. Sources of Business Analytics. Contents note continued: Applied Business Analytics. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 7 Five Key Trends. Real-Time Engagement. Create a Baseline. The New Role for Marketing. Mobile Computing. Real Time, Meet Real Space. Co-creation. Encourage Collaboration Everywhere. Crowdsourcing. Crowdspring: Crowdsourcing. Threadless.com: Crowd-Sourced Design. HARO: Knowledge Exchange. Gamification. Social Technologies and Gaming. Elements of Gamification. Loyalty, Location, and Mobile. Foursquare: Mobile Game-Based Sharing. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 8 Customer Engagement. Hierarchy of Types. Level 1: Support. Peer Support. Agent Support. Level 2: Sales. Level 3: Innovation. Hierarchy of Value. Creating Customer Advocates. Contents note continued: What Drives Advocacy?. Create Advocates through Engagement. Create Experiences That Drive Advocacy. Review and Hands-On. Review of the Main Points. Hands-On: Social Business Fundamentals. Hands-On: Apply What You've Learned. ch. 9 Social CRM and Social Customer Experience. CRM, Social CRM, and SCE. The Evolution of CRM. The Evolution of Social CRM. The Case for Integration. Website. Web Registration. Website Search. Support Infrastructure. Enterprise Dashboards and Analytics. Email and Marketing Automation. Integrating On and Off-domain Social Systems. Where This Is All Going. SCE: Engagement Drives Innovation. Hope Is Not a Strategy. Your Social Customer Experience Plan. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 10 Social Objects. What Is a Social Object?. Why Social Objects Matter. Social Objects: Types and Uses. Contents note continued: Using Social Objects. The Future of Social Objects. Trusted Content. SEO: Get Found. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 11 The Social Graph. What Is a Social Graph?. Characteristics of Social Graphs. Types of Social Networks. Influencers and the Social Graph. Social Graphs Spread Information. The Tools That Power a Social Graph. Spread Content Further. Measure Content Spread. The Social Graph and Social Customer Experience. Make Sure People Connect. Make Sure Activity Is Visible. On-Domain: Community and the Social Graph. Connected Communities. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. ch. 12 Social Applications. What Is a Social Application?. Social Applications Drive Engagement. Social Applications Connect People. Contents note continued: Social Network Extensions. Content Publishing and Sharing. Curation and Reputation Management. Crowdsourcing. Ideation. Support Communities. Plan Your Social Customer Experience Platform. The Planning Process. Initiate Your Plan. Review and Hands-On. Review of the Main Points. Hands-On: Review These Resources. Hands-On: Apply What You've Learned. Appendix A Terms and Definitions. Appendix B Thought Leaders. Appendix C Hands-On Exercises.

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