Wollan / Smith / Zhou The Social Media Management Handbook

Everything You Need To Know To Get Social Media Working In Your Business
1. Auflage 2010
ISBN: 978-1-118-00350-3
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 352 Seiten, E-Book

How do organizations manage social media effectively?
Every organization wants to implement social media, but it isdifficult to create processes and mange employees to make thishappen. Most social media books focus on strategies forcommunicating with customers, but they fail to address the internalprocess that takes place within a business before those strategiescan be implemented. This book is geared toward helping you manageevery step of the process required to use social media forbusiness.
The Social Media Management Handbook provides a completetoolbox for defining and practicing a coherent social mediastrategy. It is a comprehensive resource for bringing together suchdisparate areas as IT, customer service, sales, communications, andmore to meet social media goals. Wollan and Smith and theirAccenture team explain policies, procedures, roles andresponsibilities, metrics, strategies, incentives, and legal issuesthat may arise. You will learn how to:
* Empower employees and teams to utilize social media effectivelythroughout the organization
* Measure the ROI of social media investments and ensureappropriate business value is achieved over time
* Make smarter decisions, make them more quickly, and make themstick
Get the most out of your social media investment and fullyleverage its benefits at your company with The Social MediaManagement Handbook.

Autoren/Hrsg.

Wollan, Robert

Smith, Nick

Zhou, Catherine

Inhaltsverzeichnis

Introduction: What Is Social Media?
I Social Media Strategy for Organizations.
1 The Power and Business Risks of Social Media (Nick Smithand Robert Wollan).
2 How to Develop a Social Media Strategy (ChrisBoudreaux).
3 Social Media ROI: New Metrics for Customer Health (KevinQuiring).
4 Selling Social Media within the Organization (RobertWollan).
II Marketing and Sales in Social Media.
5 Social Media and the Voice of the Customer (Chris Zinnerand Catherine Zhou).
6 Integrating Social CRM Insights into the Customer AnalyticsFunction (Rayid Ghani and Sarah Bentley).
7 Using Social Media to Drive Product Development and Find NewServices to Sell (Adi Alon and A.J. Gupta).
8 Social Community Marketing and Selling (Robert Wollan andAndre Trochymiuk).
III Customer Service and Support with Social Media.
9 Using Social Media in Customer Service and Support(Stephanie Sadowski).
10 Social Media: Responding to Customer Complaints (Todd R.Wagner).
11 Staying Out of Trouble: Complying with FTC Disclosures(Chris Boudreaux).
IV Beyond the "Pilot" Phase: The Core Components of the AgileDigital Enterprise.
12 Creating and Implementing a Social Media Technology Platform(Anatoly Roytman and Joseph Hughes).
13 Social CRM on the Move: Mobility Implications for SocialMedia Programs (Greg Jenko, Lars Kamp, and Saj Usman).
14 New Rules for Tools: IT Infrastructure Implications andOptions for Supporting Enterprise Social Media (Robert Wollanand Kelly Dempski).
V Empowering Employees for Social Media Success.
15 Culture Traits, Employee Incentives, and Training(Christine Eberle).
16 New Roles and Responsibilities (Chris Zinner and VanessaGodshalk).
17 Social Media Policies (Chris Bourdreaux).
18 Social Media, Collaboration, and Value Creation inOrganizations (Robert J. Thomas).
Appendix 1.
Appendix 2.
Notes.
Index.

Über Autor(innen)

NICK SMITH is GlobalManaging Director of MarketingTransformation in the Accenture Customer Relationship Management service line. He has over twenty years of experience in advertising, marketing, and customer relationship management, with a track record of value creation through effective operational sales and marketing initiatives. twitter.com/NickXSmith
ROBERT WOLLAN is Global Managing Director of the Accenture Customer Relationship Management service line, including customer analytics and the marketing, sales, and service transformation groups. With over twenty years of experience, he leads a global team of experts in customer-centric marketing, sales, service, and customer operations, as well as driving major growth areas in advanced segmentation, digital transformation/social CRM, multichannel customer contact, and enterprise service delivery across the nineteen industries Accenture serves globally. twitter.com/RobertWollan
CATHERINE ZHOU is Managing Director of Customer Analytics in the Accenture Customer Relationship Management service line. She has over fifteen years of experience in multichannel customer experience strategy and execution, segmentation and implementation, digital media analytics, marketing and business intelligence, and customer targeting capabilities. She serves clients in multiple industries including communications, high tech, retail, financial services, and energy.twitter.com/catherinezhou
Get access to the latest best practices, working examples, and downloadable templates at www.socialmediamanagementhandbook.accenture.com