Details

The Social Media Management Handbook

Everything You Need To Know To Get Social Media Working In Your Business
1. Aufl.

von: Robert Wollan, Nick Smith, Catherine Zhou
17,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	08.12.2010
ISBN/EAN:	9781118003503
Sprache:	englisch
Anzahl Seiten:	352

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Beschreibungen

Titelbeschreibung

How do organizations manage social media effectively? Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business. The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to: <ul> <li>Empower employees and teams to utilize social media effectively throughout the organization</li> <li>Measure the ROI of social media investments and ensure appropriate business value is achieved over time</li> <li>Make smarter decisions, make them more quickly, and make them stick</li> </ul> Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.

Inhaltsverzeichnis

Introduction: What is Social Media? ix I Social Media Strategy for Organizations 1 1 The Power and Business Risks of Social Media 3 Nick Smith and Robert Wollan 2 How to Develop a Social Media Strategy 16 Chris Boudreaux 3 Social Media ROI: New Metrics for Customer Health 36 Kevin Quiring 4 Selling Social Media within the Organization 54 Robert Wollan II Marketing and Sales in Social Media 65 5 Social Media and the Voice of the Customer 67 Chris Zinner and Catherine Zhou 6 Integrating Social CRM Insights into the Customer Analytics Function 91 Rayid Ghani and Sarah Bentley 7 Using Social Media to Drive Product Development and Find New Services to Sell 104 Adi Alon and A.J. Gupta 8 Social Community Marketing and Selling 120 Robert Wollan and Andr_e Trochymiuk III Customer Service and Support with Social Media 139 9 Using Social Media in Customer Service and Support 141 Stephanie Sadowski 10 Social Media: Responding to Customer Complaints 160 Todd R. Wagner 11 Staying Out of Trouble: Complying with FTC Disclosures 175 Chris Boudreaux IV Beyond the ‘‘Pilot’’ Phase: The Core Components of the Agile Digital Enterprise 187 12 Creating and Implementing a Social Media Technology Platform 189 Anatoly Roytman and Joseph Hughes 13 Social CRM on the Move: Mobility Implications for Social Media Programs 209 Greg Jenko, Lars Kamp, and Saj Usman 14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220 Robert Wollan and Kelly Dempski V Empowering Employees for Social Media Success 231 15 Culture Traits, Employee Incentives, and Training 233 Christine Eberle 16 New Roles and Responsibilities 250 Chris Zinner and Vanessa Godshalk 17 Social Media Policies 274 Chris Boudreaux 18 Social Media, Collaboration, and Value Creation in Organizations 286 Robert J. Thomas Appendix 1 299 Appendix 2 301 Notes 307 Index 315

Autorenportrait

NICK SMITH is GlobalManaging Director of MarketingTransformation in the Accenture Customer Relationship Management service line. He has over twenty years of experience in advertising, marketing, and customer relationship management, with a track record of value creation through effective operational sales and marketing initiatives. twitter.com/NickXSmith ROBERT WOLLAN is Global Managing Director of the Accenture Customer Relationship Management service line, including customer analytics and the marketing, sales, and service transformation groups. With over twenty years of experience, he leads a global team of experts in customer-centric marketing, sales, service, and customer operations, as well as driving major growth areas in advanced segmentation, digital transformation/social CRM, multichannel customer contact, and enterprise service delivery across the nineteen industries Accenture serves globally. twitter.com/RobertWollan CATHERINE ZHOU is Managing Director of Customer Analytics in the Accenture Customer Relationship Management service line. She has over fifteen years of experience in multichannel customer experience strategy and execution, segmentation and implementation, digital media analytics, marketing and business intelligence, and customer targeting capabilities. She serves clients in multiple industries including communications, high tech, retail, financial services, and energy. twitter.com/catherinezhou

Back cover copy

How do organizations manage social media effectively? While marketing and PR departments are usually early adopters, social media's potential extends far beyond these functions. More direct interaction with customers, greater organizational agility and coordination, better market data and business intelligence, and more efficient internal processes are just some potential benefits. But realizing these goals is no cakewalk, and the new opportunities also bring new pitfalls. So what's the smart way to bring social media initiatives to your company? The Social Media Management Handbook is the first guide to explain, clearly and concretely, how to implement key social media strategies throughout the organization. Use this practical, step-by-step road map to ensure your Facebook, Twitter, and other Web 2.0 initiatives achieve business goals and drive your overall enterprise strategy. The Social Media Management Handbook helps you work across such disparate areas as IT, customer service, sales, communications, and more. It explains policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. When you use the comprehensive strategies described in this book, you'll be able to: <ul> <li>Make the business case for social media investments by demonstrating ROI and other key supporting data</li> <li>Develop a clear social media strategy and integrate it with your overall strategy</li> <li>Understand the IT implications of social media use</li> <li>Take small, initial successes and scale them to create significant results for the entire enterprise</li> <li>Create consistent customer experiences and interactions</li> <li>Employ an effective social media management framework</li> <li>Adopt effective social media governance policies to ensure legal compliance</li> <li>And much more</li> </ul>