Page 11 - Social Media Marketing
P. 11
Contents
Foreword xv
Introduction xvii
Part I Social Business Fundamentals 1
Chapter 1 Social Media and Customer Engagement 3
The Social Feedback Cycle . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . 4
Open Access to Information 5
Social Business: The Logical Extension 6
Social Business Is Holistic 9
The Connected Customer 10
The Social Web and Engagement . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . 11
The Engagement Process 15
The Operations and Marketing Connection . . . . . . . . . . . . . . . . . å°“. . . . 21
Connect Your Team 22
Your Customers Want to Help 25
Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 25
Review of the Main Points 26
Hands-On: Review These Resources 26
Hands-On: Apply What You’ve Learned 27
Chapter 2 The New Role of the Customer 29
The New Role: Social Interactions . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 30
People Want to Make Friends 31
Club Membership Brings Expectations 33
You Are What You Post 34
Customer Relationships: CRM Gets Social . . . . . . . . . . . . . . . . . å°“. . . . 36
The New Role of Influence 37
The Social Graph 41
Social CRM: Two Cases 43
Outreach and Influencer Relations . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 45
Social CRM and Blogger Outreach 46
Social CRM and Influencer Relations 47
Influencer Relations: A Representative Case 48
Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 49
Review of the Main Points 49
Hands-On: Review These Resources 50
Hands-On: Apply What You’ve Learned 51
