Social Media Marketing : The Next Generation of Business Engagement.
Title:
Social Media Marketing : The Next Generation of Business Engagement.
Author:
Evans, Dave.
ISBN:
9780470944196
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (410 pages)
Contents:
Social Media Marketing: The Next Generation of Business Engagement -- Acknowledgments -- About the Author -- Contents -- Foreword -- Introduction -- Part I: Social Business Fundamentals -- Chapter 1: Social Media and Customer Engagement -- The Social Feedback Cycle -- The Social Web and Engagement -- The Operations and Marketing Connection -- Review and Hands-On -- Chapter 2: The New Role of the Customer -- The New Role: Social Interactions -- Customer Relationships: CRM Gets Social -- Outreach and Influencer Relations -- Review and Hands-On -- Chapter 3: Build a Social Business -- What Is Social Business? -- Social Business and Measurement -- Employees as Change Agents -- Review and Hands-On -- Chapter 4: The Social Business Ecosystem -- Social Profiles -- Social Applications -- Using Brand Outposts and Communities -- The Social Ecosystem -- Review and Hands-On -- Part II: Run a Social Business -- Chapter 5: Social Technology and Business Decisions -- Create a Social Business -- Understand the Conversations That Matter -- Social CRM and Decision Support -- Review and Hands-On -- Chapter 6: Social Analytics, Metrics, and Measurement -- Social Analytics -- Know Your Influencers -- Web Analytics -- Business Analytics -- Review and Hands-On -- Chapter 7: Five Essential Tips -- Three Things to Do (and Why) -- What Not to Do (and What to Do Instead) -- Best Practices in Social Business -- Review and Hands-On -- Part III: Social Business Building Blocks -- Chapter 8: Engagement on the Social Web -- Engagement as a Customer Activity -- Engagement as a Business Activity -- Extend Engagement -- Review and Hands-On -- Chapter 9: Social CRM -- Social CRM and Business Design -- Build a Social CRM Program -- Enterprise 2.0 and Internal Collaboration -- Review and Hands-On -- Chapter 10: Social Objects -- What Is a Social Object?.
Build on Existing Social Objects -- Create New Social Objects -- Use Social Objects in Business -- Review and Hands-On -- Chapter 11: The Social Graph -- What Is a Social Graph? -- Social Graphs Spread Information -- Use the Social Graph in Business -- Measure the Social Graph -- Review and Hands-On -- Chapter 12: Social Applications -- What Is a Social Application? -- Social Applications Drive Engagement -- Get Started: Plan a Social Application -- Review and Hands-On -- Appendices -- Appendix A: Terms and Definitions -- Social Object -- Social Application -- Social Graph -- Social Network -- Social CRM -- Appendix B: Online References -- Thought Leaders and Best Practices -- Social Business Resources -- Appendix C: Hands-On Exercises -- Chapter 1: Social Media and Customer Engagement -- Chapter 2: The New Role of the Customer -- Chapter 3: Build a Social Business -- Chapter 4: The Social Business Ecosystem -- Chapter 5: Social Technology and Business Decisions -- Chapter 6: Social Analytics, Metrics, and Measurement -- Chapter 7: Five Essential Tips -- Chapter 8: Engagement on the Social Web -- Chapter 9: Social CRM -- Chapter 10: Social Objects -- Chapter 11: The Social Graph -- Chapter 12: Social Applications -- Index.
Abstract:
How to implement social technology in business, spur collaborative innovation and drive winning programs to improve products, services, and long-term profits and growth. The road to social media marketing is now well paved: A July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Collaboration and innovation, driven by social technology, are "what's next." Written by the author of the bestselling Social Media Marketing: An Hour a Day in collaboration with Jake McKee, Social Media Marketing: The Next Generation of Business Engagement takes marketers, product managers, small business owners, senior executives and organizational leaders on to the next step in social technology and its application in business. In particular, this book explains how to successfully implement a variety tools, how to ensure higher levels of customer engagement, and how to build on the lessons learned and information gleaned from first-generation social media marketing efforts and to carry this across your organization. This book: Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web Discusses conversation-monitoring tools and platforms to accelerate the business innovation cycle along with the metrics required to prove the success of social technology adoption Connects the social dots more deeply across the entire organization, moving beyond marketing and into product development, customer service and customer-driven innovation, and the benefits of encouraging employee collaboration. Social media has become a central component of marketing: Collaborative, social technology is now moving across the organization, into business functions ranging from HR and legal to product
management and the supply chain. Social Media Marketing: The Next Generation of Business Engagement is the perfect book for marketers, business unit managers and owners, HR professionals and anyone else looking to better understand how to use social technologies and platforms to build loyalty in customers, employees, partners and suppliers to drive long term growth and profits.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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