The Social Customer:

How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers

IF you look at the people who follow your company via social media simply as "social media users," you’re missing a much bigger picture. They are, above all, your customers—and as such, they have a multitude of needs. But without the right social media strategy, they might not remain your customers for long.

Adam Metz is prized by clients and online fans for his understanding of what makes both companies and their customers click—and how social media can get them in sync and drive revenue.

In The Social Customer, he teaches you all you’ll need to know to transform your business—not just on the Web but across the board. Even if Facebook and Twitter were to disappear tomorrow, these are the fundamentals that will always apply—whatever the technology and whatever the social media.

You’ll learn:

How to transform your brand into a coveted "Social Object"
Where your brand currently stands with your social customers—and how to mobilize your customers to get the word out
The "The Ten Commandments of Social Customer Relationship Management"
How to harness the power of collaboration
How to delight your customers and win loyalty through individualized Treatment
What terms like "Social Marketing" and "Social Sales Insights" really mean—and why they can be vital to business success

Metz also includes anecdotes, case studies, and outside-the-box inspiration from branding innovators—ranging from upstart punk bands to absolute giants like Burger King and SAP—all designed to keep you thinking critically, creatively, and with the kind of flexibility that will keep your social customers engaged as your company grows.

Table of Contents

Foreword; Introduction;

Chapter 1: How Did We Get Into This Mess?;

Chapter 2: What is Social Customer Relationship Management and Why Is It The Only Way For Consumer Brands to Succeed on the Social Web?;

Chapter 3: Metrics and Rationale;

Chapter 4: Translating Corporate Strategy into Social Customer Strategy (a.k.a. You Gotta Get In To Get Out);

Chapter 5: The Holistic Social Customer Management Model;

Chapter 6:The Methodology (POSTm);

Chapter 7: Social Web Analytics & What the Assessment Model Looks Like;

Chapter 8: Triggers, Workflows & Moving Data, Fast;

Chapter 9: Back in N.Y.C: How Social Advertising Works;

Chapter 10: The Social Mobile Platform & Location-based Services;

Chapter 11: Business Development & Strategic Alliances;

Chapter 12: Consumer Trust, Privacy & Ethics;

Chapter 13: The Ramp-Up: What To Do Before the Implementation;

Chapter 14: Horizontally Integrating the Social Web into the Fabric of the Lifestyle Brand;

Chapter 15: Sales 2.0 - Direct-To-Consumer Social Commerce;

Chapter 16: Sales 2.0 - Managing the Social Customer in the Sales Channels;

Chapter 17: Execution and What Happens During the Implementation;

Chapter 18: International Feel;

Chapter 19: Turn It On Again: Selling it to and in the Supply Chain; Afterword

304 pages, Hardcover

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

THE SOCIAL CUSTOMER: HOW BRANDS CAN USE SOCIAL CRM TO ACQIRE MONETIZE

METZ A. / AND RETAIN FANS FRIENDS AND FOLLOWERS

The Social Customer:

How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers