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.

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