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

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

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  • Copyright 2015
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-413398-6
  • ISBN-13: 978-0-13-413398-0

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.

Sample Content

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


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