Social customer experience : engage and retain customers through social media / Dave Evans and Joe Cothrel ; foreword by Jake McKee.

Format:

Book

Author/Creator:

Evans, Dave, 1956- author.

Cothrel, Joe, author.

Contributor:

McKee, Jake, writer of foreword.

Language:

English

Subjects (All):

Customer relations.

Internet marketing.

Physical Description:

1 online resource (741 p.)

Edition:

1st edition

Other Title:

Engage and retain customers through social media

Place of Publication:

Indianapolis, IN : John Wiley and Sons, 2014.

Language Note:

English

System Details:

text file

Summary:

Social Customer Experience: Engage and Retain Customers through Social Media builds on the prior works of author Dave Evans. As an update to Evans's earlier book Social Media Marketing, the new Social Customer Experience connects the early cases presented in 2010 with significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. This latest edition offers a blueprint for transforming your organization's disparate social initiatives into a unified social experience strategy. Most people know that

Contents:

Cover; Titlepage; Frontmatter; Dedication; Acknowledgments; About the Authors; Foreword; Introduction; Part I: Social Customer Experience 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 Social Customer; Who Is the Social Customer?; The Motives for Social Interaction; The Customer Experience and Social CRM; Outreach and Influencer Relations; Review and Hands-On; Chapter 3: Social Customer Experience Management; Understanding Customer Experience

Are You Ready for SCEM?SCEM and Measurement; The Essential Role of the Employee; Review and Hands-On; Chapter 4: The Social Customer Experience Ecosystem; Social Identities and Profiles; Social Applications; Social Channels; Use Brand Outposts and Communities; The Social Ecosystem; Review and Hands-On; Part II: Your Social Presence; Chapter 5: Social Technology and Business Decisions; Three Reasons for Social Customer Experience; Prioritization: Getting to the Conversations That Matter; Social Technology and Decision Support; Review and Hands-On

Chapter 6: Social Analytics, Metrics, and MeasurementWhy We Measure; Social Analytics; Know Your Influencers; Web Analytics; Business Analytics; Review and Hands-On; Chapter 7: Five Key Trends; Real-Time Engagement; Mobile Computing; Co-creation; Crowdsourcing; Gamification; Review and Hands-On; Part III: Social Customer Experience Building Blocks; Chapter 8: Customer Engagement; Hierarchy of Types; Level 1: Support; Level 2: Sales; Level 3: Innovation; Hierarchy of Value; Review and Hands-On; Chapter 9: Social CRM and Social Customer Experience; CRM, Social CRM, and SCE

The Case for IntegrationWhere This Is All Going; Review and Hands-On; Chapter 10: Social Objects; What Is a Social Object?; Social Objects: Types and Uses; The Future of Social Objects; Review and Hands-On; Chapter 11: The Social Graph; What Is a Social Graph?; Characteristics of Social Graphs; Social Graphs Spread Information; The Social Graph and Social Customer Experience; Review and Hands-On; Chapter 12: Social Applications; What Is a Social Application?; Social Applications Drive Engagement; Plan Your Social Customer Experience Platform; Review and Hands-On; Part IV: Appendixes

Appendix A: Terms and DefinitionsSocial Object; Social Application; Social Graph; Social Network; Social CRM and Social Customer Experience; Appendix B: Thought Leaders; Appendix C: Hands-On Exercises; Chapter 1: Social Media and Customer Engagement; Chapter 2: The Social Customer; Chapter 3: Social Customer Experience Management; Chapter 4: The Social Customer Experience Ecosystem; Chapter 5: Social Technology and Business Decisions; Chapter 6: Social Analytics, Metrics, and Measurement; Chapter 7: Five Key Trends; Chapter 8: Customer Engagement

Chapter 9: Social CRM and Social Customer Experience

Notes:

Description based upon print version of record.

Description based on print version record.

ISBN:

9781118826096

1118826094

9781118927120

1118927125

OCLC:

880677893