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More About This Title Social Customer Experience: Engage and Retain Customers through Social Media
English
Social Customer Experience: Engage and Retain Customers through Social Media builds on the prior works of author Dave Evans. As an update to Evans’s earlier book Social Media Marketing, the new Social Customer Experience connects the early cases presented in 2010 with significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. This latest edition offers a blueprint for transforming your organization’s disparate social initiatives into a unified social experience strategy. Most people know that social technologies are transforming business, but few understand how those changes are happening across the organization. Whether in marketing, communications, customer care, digital media or product development these changes shape the way in which business manage the experience their customers have with the brand. Filled with practical examples of what to do, and illustrated with cases taken from real companies, Social Customer Experience fills in the gaps for companies who want to do more with social than just listen and experiment.
Part I lays the groundwork by explaining the three waves of change that combine to form social customer experience: social technologies and their impact on Web 1.0 digital infrastructures; social customers and their impact on marketing and support operations; and the new discipline of customer experience management that is reframing the old sales-and-service-centric ways of thinking about how companies relate to customers. Part I concludes by defining the social customer experience ecosystem, both on and off your own web domain.
Part II, “Your Social Presence,” puts you on the ground, with tactics and examples for how to apply social technologies and achieve your business objectives, how to measure and analyze social data and show business value, and how to implement a best-practice approach to avoid common traps and pursue proven opportunities.
Part III digs deeper into the five building blocks of social customer experience: organization, platform, content, people and tools. What’s a social experience organization look like? What systems need to be in place? How do you get the most out of the social “objects” – content and other assets – that are the byproduct of great social customer experiences? How do connections between customers – the social graph – come into play? And what applications will you use – literally, what will you empower your customers to do? Part III answers these questions in the practical, method-driven style of authors Dave Evans and Joe Cothrel.
Social Customer Experience features detailed exercises that show you how to translate learning into action, hands-on tutorials using today’s social media tools and platforms, and compelling, modern case studies from organizations of all sizes—from the Fortune 500 to nonprofits and mom-n-pop main-street shops. As a bonus, the book also features resources and references to connect readers with the current thought leaders and sources of timely information.
If you’re interested in business, and how business is being reshaped by social technology, Social Customer Experience will show you a path to a new relationship with your customers, customers not only buy your products and services but get more out of them and go on to become partners in your business–selling, supporting, and innovating on your behalf.
English
Dave Evans is VP, Social Strategy at Lithium and author of the bestseller Social Media Marketing: An Hour a Day. Evans has served on the advisory board for ad:tech, and the measurement and metrics council for the Word of Mouth Marketing Association. Joe Cothrel is Lithium’s Chief Community Officer and has worked with more than 300 companies using online communities to create productive relationships with customers, partners, and employees.
English
Introduction xix
Part I Social Customer Experience Fundamentals 1
Chapter 1 Social Media and Customer Engagement 3
The Social Feedback Cycle 4
Open Access to Information 6
Social Customer Experience: The Logical Extension 7
Social Customer Experience Is Holistic 10
The Connected Customer 11
The Social Web and Engagement 12
The Rules of Engagement 13
Assessing Engagement 15
The Engagement Process 17
The Engagement Process and Social Customer Experience 22
The Operations and Marketing Connection 24
Connect Your Team 25
Your Customers Want to Help 27
Review and Hands-On 28
Review of the Main Points 28
Hands-On: Review These Resources 29
Hands-On: Apply What You’ve Learned 29
Chapter 2 The Social Customer 31
Who Is the Social Customer? 32
The Motives for Social Interaction 33
A Means to Connect: Friending and Following 35
An Environment for Connection: Moderation 36
A Motive for Connection: Reputation 38
The Customer Experience and Social CRM 40
The Role of Influence 41
The Social Graph 44
Engaging the Social Customer: Two Cases 46
Outreach and Influencer Relations 48
Influencer Relations 49
Influencer Relations: A Representative Case 50
Review and Hands-On 52
Review of the Main Points 52
Hands-On: Review These Resources 53
Hands-On: Apply What You’ve Learned 53
Chapter 3 Social Customer Experience Management 55
Understanding Customer Experience 56
Are You Ready for SCEM? 57
Social Businesses Are Participative 57
Common Misconceptions 58
Build around Customer Participation 59
Participation Is Driven by Passion 60
In Search of a Higher Calling 61
$pend Your Way to a Social Presence 64
Build Your Social Presence 66
Your Business as a Social Trigger 68
Brand Outposts 69
SCEM and Measurement 71
Conversion 71
Participation 72
Business Value 74
Other Measures 75
The Essential Role of the Employee 75
Empower an Organization 76
Employees in Customer Communities 79
Review and Hands-On 81
Review of the Main Points 81
Hands-On: Review These Resources 82
Hands-On: Apply What You’ve Learned 82
Chapter 4 The Social Customer Experience Ecosystem 83
Social Identities and Profiles 84
The Profile as a Social Connector 86
The Profile and the Social Graph 88
Social Applications 89
Discussions 89
Articles 90
Assets 90
Metadata 91
Activity Streams 91
Social Channels 92
Off-Domain Channels 93
On-Domain Channels 94
Manage On- and Off-Domain Activity 96
Build a Vibrant Presence 97
Content Sharing 101
Purpose-Built Social Add-Ons 102
Use Brand Outposts and Communities 103
Coca-Cola: Facebook 105
The Social Ecosystem 106
Review and Hands-On 108
Review of the Main Points 109
Hands-On: Review These Resources 109
Hands-On: Apply What You’ve Learned 110
Part II Your Social Presence 111
Chapter 5 Social Technology and Business Decisions 113
Three Reasons for Social Customer Experience 114
Selling with Social Channels 114
Save with Social 116
Learn with Social 118
Prioritization: Getting to the Conversations That Matter 121
Members 121
Makers 123
Social Technology and Decision Support 133
The Customer Point of View 134
Map the Social Graph 136
Integration of the Customer Experience 138
Customer Support and SCEM 141
Activate Your Customers: Control vs Leadership 142
Review and Hands-On 143
Review of the Main Points 143
Hands-On: Review These Resources 144
Hands-On: Apply What You’ve Learned 144
Chapter 6 Social Analytics, Metrics, and Measurement 147
Why We Measure 148
Measure to Inform: Numbers and Stories 148
Performance, Return, and Insight 149
Sources of Data 150
Social Analytics 151
Quantitative Social Analytics 151
Qualitative Social Analytics 154
Know Your Influencers 159
From Journalists to Enthusiasts 159
Identify Your Influencers 161
The Role of Trust 162
Apply Your New Influencer Knowledge 163
Web Analytics 164
Website Performance 164
Beyond the Basics 165
Don’t Overcomplicate 166
Connect the Dots 167
Business Analytics 169
It’s All about Results 169
Offline and Non-business Processes 170
Sources of Business Analytics 170
Applied Business Analytics 171
Review and Hands-On 176
Review of the Main Points 176
Hands-On: Review These Resources 177
Hands-On: Apply What You’ve Learned 177
Chapter 7 Five Key Trends 179
Real-Time Engagement 180
Create a Baseline 180
The New Role for Marketing 183
Mobile Computing 184
Real Time, Meet Real Space 185
Co-creation 187
Encourage Collaboration Everywhere 188
Crowdsourcing 195
Crowdspring: Crowdsourcing 195
Threadlesscom: Crowd-Sourced Design 196
HARO: Knowledge Exchange 197
Gamification 199
Social Technologies and Gaming 199
Elements of Gamification 200
Loyalty, Location, and Mobile 202
Foursquare: Mobile Game-Based Sharing 203
Review and Hands-On 205
Review of the Main Points 205
Hands-On: Review These Resources 206
Hands-On: Apply What You’ve Learned 206
Part III Social Customer Experience Building Blocks 209
Chapter 8 Customer Engagement 211
Hierarchy of Types 212
Level 1: Support 214
Peer Support 214
Agent Support 219
Level 2: Sales 220
Level 3: Innovation 221
Hierarchy of Value 222
Creating Customer Advocates 225
What Drives Advocacy? 225
Create Advocates through Engagement 227
Create Experiences That Drive Advocacy 229
Review and Hands-On 231
Review of the Main Points 231
Hands-On: Social Business Fundamentals 232
Hands-On: Apply What You’ve Learned 232
Chapter 9 Social CRM and Social Customer Experience 233
CRM, Social CRM, and SCE 234
The Evolution of CRM 235
The Evolution of Social CRM 237
The Case for Integration 238
Website 238
Web Registration 239
Website Search 240
Support Infrastructure 240
Enterprise Dashboards and Analytics 241
Email and Marketing Automation 241
Integrating On and Off-domain Social Systems 241
Where This Is All Going 242
SCE: Engagement Drives Innovation 243
Hope Is Not a Strategy 245
Your Social Customer Experience Plan 246
Review and Hands-On 249
Review of the Main Points 249
Hands-On: Review These Resources 249
Hands-On: Apply What You’ve Learned 250
Chapter 10 Social Objects 251
What Is a Social Object? 252
Why Social Objects Matter 257
Social Objects: Types and Uses 258
Using Social Objects 258
The Future of Social Objects 274
Trusted Content 274
SEO: Get Found 275
Review and Hands-On 277
Review of the Main Points 277
Hands-On: Review These Resources 278
Hands-On: Apply What You’ve Learned 278
Chapter 11 The Social Graph 279
What Is a Social Graph? 280
Characteristics of Social Graphs 284
Types of Social Networks 284
Influencers and the Social Graph 288
Social Graphs Spread Information 291
The Tools That Power a Social Graph 292
Spread Content Further 294
Measure Content Spread 295
The Social Graph and Social Customer Experience 296
Make Sure People Connect 296
Make Sure Activity Is Visible 297
On-Domain: Community and the Social Graph 301
Connected Communities 302
Review and Hands-On 303
Review of the Main Points 303
Hands-On: Review These Resources 304
Hands-On: Apply What You’ve Learned 304
Chapter 12 Social Applications 305
What Is a Social Application? 306
Social Applications Drive Engagement 308
Social Applications Connect People 311
Social Network Extensions 312
Content Publishing and Sharing 315
Curation and Reputation Management 318
Crowdsourcing 320
Ideation 321
Support Communities 323
Plan Your Social Customer Experience Platform 324
The Planning Process 324
Initiate Your Plan 328
Review and Hands-On 329
Review of the Main Points 329
Hands-On: Review These Resources 330
Hands-On: Apply What You’ve Learned 330
Part IV Appendixes 331
Appendix A Terms and Definitions 333
Appendix B Thought Leaders 337
Appendix C Hands-On Exercises 345
Index 355
