Definitive Guide to Social CRM, The: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits

by Barton Goldenberg

Overview

Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond.

 

Barton Goldenberg,the field’s #1 expert, offers a proven, four-step methodology for succeeding with Social CRM work in any B2B, B2C, or B2B2C organization. You’ll learn how to integrate people, process and technology to optimize relationships with every customer, achieve seamless collaboration across customer-facing functions, and make the most of today’s leading social platforms. Goldenberg shows how to:

 

• Systematically harvest information from Social Media conversations and communities: Facebook, Twitter, LinkedIn, Google+, and beyond

• Integrate this information into expanded customer profiles

• Use these profiles to personalize customer service, marketing messages, and sales offers far more effectively

 

Goldenberg assesses the changing impact of social media on customer relationships, identifies smarter ways to profitably integrate it throughout your business, guides you through Social CRM planning and implementation, and examines key challenges and opportunities in leveraging Social CRM after you’ve deployed it. You’ll find practical advice on issues ranging from strategy to software selection, vendor negotiation to team development and day-to-day operations. Goldenberg concludes by previewing the future of Social CRM — and the fast-changing customer tomorrow’s systems must serve.

 

For all executive decision-makers, managers, and implementers who are involved in, planning, or considering Social CRM initiatives.

Product Details

ISBN-13:	9780134134000
Publisher:	Pearson Education
Publication date:	02/24/2015
Series:	FT Press Operations Management
Sold by:	Barnes & Noble
Format:	eBook
Pages:	272
Sales rank:	562,328
File size:	2 MB
Age Range:	18 Years

About the Author

Barton J. Goldenberg, Founder & President of ISM, Inc.
Leading customer-centric strategist, author, speaker, and futurist

For 30 years Barton Goldenberg, ISM, Inc.’s founder and president, has challenged executive audiences on the topic of customer-centric business strategies. He designs and delivers insightful, entertaining, and informative presentations that incorporate live case studies taken from ISM’s best-in-class clients.

Barton has always occupied a leading role in providing a lifecycle approach to customer relationships, from founding a pioneering firm in 1985, when the concept of customer relationship management (CRM) was taking form, to being one of the first three inductees into the CRM Hall of Fame.

 

Customer-Centric Presentations

Barton frames his customer-centric business strategy presentations within the people/process/technology paradigm, and references a variety of tools and techniques in support of these strategies, including CRM/Social CRM, Big Data analytics and insight, knowledge communities, customer experience, and channel optimization. Barton’s results-oriented, bottom-line presentations have been praised by audiences worldwide, including clients such as AAA, Delta Faucet, Deutsche Bank, Exxon-Mobil, Ferguson, Giorgio Armani, IBM, Jaguar Land Rover, Johnson Controls, Kraft Foods, Marriott, McGraw-Hill, Merck, Pfizer, Roche, Schlumberger, T. Rowe Price, Zumba Fitness, and more.

 

Meeting Customer Expectations in Real Time

 

For today’s always-on, always-connected consumer, collaboration is the key in the customer lifecycle. Whether business-to-business or business-to-consumer, customer expectations must be met in real time, which Barton addresses in his book, CRM in Real Time: Empowering Customer Relationships, published by Information Today. His earlier book, CRM Automation (Prentice Hall), is considered the primer for companies implementing customer-focused programs. ISM’s Software Lab publishes the benchmark Guide to Mobile & Social CRM Automation (now in its 20th edition). Barton is a columnist for CRM Magazine and is often quoted in business and trade publications.

Prior to founding ISM, Barton held senior management positions at the U.S. Department of State and Monsanto Europe S.A. He holds a B.S. (Economics) with honors from the Wharton School of Business and an M.S. (Economics) from the London School of Economics. Presently, Barton serves as the area governor for Rotary District 7620, after serving in 2013—2014 as president of the metroBethesda Rotary Club.

Table of Contents

Introduction     xviii

Part I: The Impact of Social Media on Customer Relationships     1
Chapter 1: Social CRM: The Intersection of Social Media and CRM     2
Chapter 2: Smart Ways to Incorporate Social Media into Your Organization     17
Chapter 3: Social Media Pilot Case Study     26

Part II: Social CRM     33
Chapter 4: Leverage Social Media Information to Advance Your Social CRM Efforts     34
Chapter 5: Creating Your Social Media Community in Support of Social CRM     45
Chapter 6: Social Media Knowledge Communities and Social CRM     59
Chapter 7: Overcoming Skepticism to Exploit Social CRM     65

Part III: Readying for Social CRM Implementation     71
Chapter 8: Getting Your Social CRM Strategy Right     72
Chapter 9: Social CRM Software Selection and Vendor Negotiation     83
Chapter 10: Ten Steps to Effective Social CRM Implementation     100
Chapter 11: Social CRM: Achieving the Right Mix of People, Process, and Technology     107

Part IV: Social CRM–Process Issues     111
Chapter 12: Realizing Effective Process Change     112
Chapter 13: Understanding Business Process Review     118
Chapter 14: Applying “Process” Best Practices to Social Media Strategy     124

Part V: Social CRM–People Issues     133
Chapter 15: Overcoming Inevitable People Issues     134
Chapter 16: Keeping Users Engaged and Happy     144
Chapter 17: Applying “People” Best Practices to Social Media     150

Part VI: Social CRM–Technology Issues     157
Chapter 18: Social CRM Technology Issues     158

Part VII: The Future of Social CRM     165
Chapter 19: Customers of the Future and Their Impact on Social CRM     166
Chapter 20: The Impact of Mobility on Social CRM     171
Chapter 21: The Impact of Gamification on Social CRM     178
Chapter 22: The Impact of Big Data Analytics and Insight on Social CRM     185
Chapter 23: The Impact of Channel Optimization on Social CRM     191
Chapter 24: The Impact of the Internet of Things on Social CRM     198

Part VIII: Appendixes     209
Appendix A: Social Media Policy Examples     210
Appendix B: Leading Social Media Monitoring and Filtering Tools     213
Appendix C: Leading Social CRM Software Solutions     215
Appendix D: Social CRM Technology Trends     221
Appendix E: Addressing Social CRM Security Risks     230
Appendix F: A Glossary of Terms     239

 

Index     245

Editorial Reviews

“Barton Goldenberg’s The Definitive Guide to Social CRM is just that: a clear and detailed step-by-step outline for embracing social CRM organization-wide, complete with his proven methodologies for strategy and technology adoption within a business. It’s just the primer needed to help business leaders outline how to approach social CRM in their enterprise.”
—Ginger Conlon, Editor-in-Chief, Direct Marketing News

“Barton Goldenberg has been at the forefront of Customer Relationship Management for 30 years. As a regular columnist to CRM Magazine since our launch in 1997, Barton has influenced our audience in print, online, and as a conference chair and speaker at our annual CRM Evolution Conference & Exhibition. Barton has also written extensively for many other media outlets and has been a highly sought after speaker at numerous industry events. Social CRM is still in its early stages of development and Barton’s newest book, The Definitive Guide to Social CRM, is a must read for anyone trying to get verifiable return-on investment with their Social CRM projects.”
—Bob Fernekees, VP/Group Publisher, CRM Media, a division of Information Today, Inc.

“While Pyrotek is just now dipping our toe in the social media waters, we feel very fortunate to have Barton—and his new book—as our guide while we begin forming a Social CRM strategy.”
—Joe Tarulli, Corporate Sales Development Manager, Pyrotek Inc.

“Social CRM is critical to customer engagement in today’s social media driven world. Barton brings his 30 years of experience with helping best-in-class companies with their customer-centric initiatives to bear in this timely analysis of how to do Social CRM right.”
—Mike Merriman, Vice President, Sales & Marketing, Mzinga

“As an ISM client, we know the experience and expertise Barton brings to customer-centric initiatives. In his new book, Barton shares his expertise with case studies and a clearly defined roadmap for Social CRM adoption.”
—Chip Devine, Vice President–MultiChannel Business, Ferguson

“Social CRM is the next wave that will engage an organization’s customer relationship efforts through an interplay of Social Media with CRM. As Social CRM is forecasted to grow to a $9 billion global market by 2018, this book will teach the reader how to benefit from this growing phenomenon.
“No matter the business—or the customer—knowing your customers is key. That’s why Social CRM and Barton’s definitive book are so important.”
—Ron Klyn, Chief Information Officer, Universal Forest Products Inc.

“From shaping CRM to understanding today’s omni-channel digital customer, Barton Goldenberg leads the way again with his compelling insights and methodologies. The timing of his latest book, The Definitive Guide to Social CRM, once again demonstrates his forward thinking.”
—Bob Dunfee, 25-Year CRM Veteran

“From shaping CRM to understanding today’s digital client, Barton Goldenberg stays ahead of the curve. That’s why his book on incorporating Social CRM into your customer-centric strategies is so important and timely.”
—Tim Bajarin, President, Creative Strategies

“Barton Goldenberg and his team at ISM have already demonstrated Social CRM success with clients such as AAA, Marriott, ExxonMobil, and Kraft Foods, so when creating your Social CRM roadmap, you’ll absolutely want to read The Definitive Guide to Social CRM.”
—Bob McLaughlin, Former Sr. VP, McGraw-Hill

“Barton Goldenberg is simply the most effective transformational leader I have met. His business acumen is matched only by his ability to understand the dimensions behind how change stems from a customer’s needs to a firm’s operations. Now Barton in his new book, The Definitive Guide to Social CRM, captures how a firm should plan, manage, and leverage social media as a means to increase the bottom line. What makes this book so insightful is the integration of social media capabilities with those of CRM; the narrative is both compelling and practical for any leader trying to bring customer relationship capabilities to fruition—the narrative is a roadmap on how to make that outcome a reality.”
—Cyrus Aram, Senior Director, Blue Shield of California and Lecturer, University of California, Davis

“The one book executives of companies competing for today’s digital customer should read is The Definitive Guide to Social CRM.”
—Neal Keene, VP of Indirect Sales/Customer Engagement Solutions, Pitney Bowes

From the Publisher