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

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.

BARTON J. GOLDENBERG (Bethesda, MD) is President of ISM, Inc., and one of the world’s leading authorities on CRM and the emerging Social CRM industry. One of three initial inductees to the CRM Hall of Fame in 2003, along with Tom Siebel (founder of Siebel Systems) and Pat Sullivan (founder of ACT! and SalesLogix), Goldenberg has 29 years of experience providing customer-centric strategic guidance to global, best-in-class companies. A columnist for several magazines, he is an active public speaker at multiple venues, including CRMevolution, a conference that he founded and chaired for several years. His books on CRM have a strong track record and loyal following. They include CRM Automation (Prentice Hall) and The Guide to Mobile and Social CRM (ISM).

Section I: The Growing Impact of Social Media

1: Understanding the Intersection of CRM, Social Media and Social CRM

2: The Growing Impact of Social Media on Customer Relationships

3: Smart Ways to Incorporate Social Media into Your Organization

4: Social Media Pilot Case Study

Section II: Social CRM

5: Leverage Social Media Information to Advance CRM Efforts

6: Creating Your Social Media Community in Support of Social CRM

7: Social Media Community Knowledge Management and Social CRM

8: Overcoming Skepticism to Exploit Social CRM

Section III: Readying for Social CRM Software Implementation

9: Getting Your Social CRM Strategy Right

10: CRM Software Selection and Vendor Negotiation

11: Ten Steps to Effective CRM Implementation

12: Social CRM: Achieving the Right Mix of Process, People and Technology

Section IV: Social CRM - Process Issues

13: Realizing Effective Process Change

14: Understanding Business Process Review

15: Applying ‘Process’ Best Practices to Social Media Strategy

Section V: Social CRM - People Issues

16: Overcoming Inevitable People Issues

17: Keeping Users Engaged and Happy

18: Applying ‘People’ Best Practices to Social Media

Section VI: Social CRM - Technology Issues

19: Social CRM Technology Issues

Section VII: The Future Social CRM Marketplace

20: The Customer of the Future and Its Impact on Social CRM

21: The Impact of Mobility on Social CRM

22: The Impact of Gamification on Social CRM

23: The Impact of Big Data Analytics and Insight on Social CRM

24: The Impact of Channel Optimization on Social CRM

25: The Impact of the ‘Internet of Things’ on Social CRM

Section VIII: Appendices

Appendix A: Social Media Policy Examples

Appendix B: Leading Social Media Monitoring and Filtering Tools

Appendix C: Leading Social CRM Software Solutions

Appendix D: Social CRM Technology Trends

Appendix E: Addressing Social CRM Security Risks

Appendix F: A Glossary of Terms

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