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About this product
- Author(s)Aaron Lewis,Michael Brito
- PublisherPearson Education (US)
- Date of Publication14/07/2011
- GenreManagement & Business: General
- Country of PublicationUnited States
- ImprintQue Corporation,U.S.
- Content NoteIllustrations
- Weight506 g
- Width162 mm
- Height234 mm
- Spine21 mm
- Table Of ContentsForeword by Brian Solis xvii Introduction 1 Chapters at a Glance 4 Based on Actual Events 7 Chapter 1: Human Capital, Evolved 9 Driving Cultural Change in the Social Business 10 Tearing Down the Silos for Organizational Growth 13 Communicating Successful Failures 16 Qantas Airlines: No Crash, Despite Lots of Rumors 16 Domino's Pizza YouTube Crisis 17 Motrin: Does Anyone Listen to Baby-Wearing Moms? 18 Gaining Executive Sponsorship to Facilitate Change 20 Activating Employees to Engage in Social Media 21 Fundamentals of Community Management 24 Establishing Continuity in the Global Landscape 26 Standard Organizational Models for the Social Business 29 Who Really Owns Social Media? 34 Taking the Next Steps 34 Chapter 2: Surveying the Technology Supermarket 37 Choosing the Right Social Software 39 Jive 39 Microsoft SharePoint 41 IBM 41 Box.net 41 Tibbr 42 Yammer 42 Cisco WebEx Meeting Center 43 Social Listening Software Commoditized 44 Radian6 44 Lithium Social Media Monitoring (Formerly ScoutLabs) 46 Meltwater Buzz 47 Social Relationship Management Applications 48 Sprinklr 49 Awareness 49 The Syncapse Platform 49 Hearsay Social 50 Real-Time Analytics and Publishing Efficiencies 51 The Future of External Social Technologies 52 The Entire Internet Will Be Facebook 53 Network Consolidation 54 Taking the Next Steps 56 Social Technologies 56 Build a Listening Station: Listen and Act 57 Chapter 3: Establishing a Governance Model 59 Crafting Social Media Policies and Procedures 62 Transparency and Disclosure 66 Moderation 66 Training and Organizational Intelligence 68 Noncompetitive Collaboration 71 Social Media Executive Councils 72 Taking the Next Step 73 Chapter 4: Embracing the Social Customer 77 The Value of a Social Media Practitioner 78 Hiring Social Media Practitioners 79 Corporate Profiles Versus Personal Profiles 81 Integrating Customer Support into Social Media 83 Comcast 85 Best Buy Twelpforce 85 Zappos 86 Using Social Media to Solicit Product Feedback and Innovation 87 Dell IdeaStorm 88 MyStarbucksIdea 88 Intel's Ajay Bhatt T-Shirts 89 Taking the Next Step 90 Chapter 5: In Response to the Social Customer: Social CRM 93 Various Definitions of Social CRM 95 The Social CRM Response Process and Workflow 96 Applications of Social CRM 99 The Venting Customer 99 The Passive Customer 100 The Used-to-Be Customer 100 The Collaborative Customer 100 The Customer Advocate 101 The Future Customer 101 Social CRM Roles and Responsibilities 102 A Look at Social CRM Vendors 103 SugarCRM 104 Pivotal Social CRM 6.0 105 Nimble 106 Taking the Next Steps 107 Chapter 6: Establishing a Measurement Philosophy 109 Choosing a Measurement Strategy That Works 111 Defining and Understanding ROI 111 Purchase Funnel Metrics 112 Awareness 112 Consideration and Preference 114 Purchase 115 Advocacy 115 Paid, Earned, and Owned Media Value 117 Community Health Metrics 119 Share of Voice and Conversational Sentiment 120 Measuring the Influence of Social Channels 121 The Value of a Facebook Fan 123 The Challenges of Measurement 125 Taking the Next Steps 126 Chapter 7: How to Choose the Right Vendors, Agencies, and Technology Partners 129 Choosing the Right Technology Partner 130 Understand the Organization, Culture, and Leadership 131 Understand the Internal Technology Suite 132 Technology Feature Sets 133 Support Models 134 Training 134 Maintenance Considerations 135 Choosing the Right Social Media/Digital Agency 135 Research the Agency 136 Listen to What They Are Saying 137 Act Personally 138 Evaluate and Make a Decision 138 A Company Point of View to Agency Selection 139 An Agency Point o
- Author BiographyMichael Brito is a vice president at Edelman Digital and leads the digital team in Silicon Valley. He provides strategic counsel, guidance, and best practices to several of Edelman's top global tech accounts and is responsible for driving new business, growing existing business, mentoring junior staff members, and maintaining strong client relationships. Previously, Michael worked for major companies in Silicon Valley, including Sony Electronics, Hewlett Packard, Yahoo!, and Intel Corporation, working in various marketing, social media, and community management roles. He is the founder of Silicon Valley Tweetup and is actively involved in the Social Media Club, Silicon Valley Chapter. He is a business advisor for the social media marketing company Izea and online resource MarketingZone.com; a business advisor to Lonesome George & Co.; and he is an early investor of social business hub OneForty. He is a frequent speaker at industry conferences as well as a guest lecturer at various universities, including Cal Berkeley, the University of San Francisco, Stanford University, Syracuse University, and Saint Mary's College of California. Michael has a Bachelor of Arts in Business degree from Saint Mary's College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He proudly served eight years in the United States Marine Corps. Michael believes that marketing can be evil at times; but if done right, it can drive customer loyalty, product innovation, and brand advocacy. He believes that marketers need to spend more time listening to the social customer and less time sending one-way marketing messages. He is confident that if brands love their customers, they'll love them back and tell others about it. He also believes that organizations cannot and will not have effective, external conversations with consumers, unless they can have effective internal conversations first.
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