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Measure What Matters - Online Tools For Understanding Customers, Social Media, Engagement, And Key Relationships (Cód: 9235906)

Paine,Katie D; Delahaye Paine,Katie

John Wiley & Sons

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Descrição

In an online and social media world, measurement is the key to success If you can measure your key business relationships, you can improve them. Even though relationships are 'fuzzy and intangible,' they can be measured and managed-with powerful results. 'Measure What Matters' explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies. Based on hundreds of case studies about how organizations have used measurement to improve their reputations, strengthen their bottom lines, and improve efficiencies all around Learn how to collect the data that will help you better understand your competition, do strategic planning, understand key strengths and weaknesses, and better respond to customer preferences Author runs a successful blog and serves as a measurement consultant to companies such as Facebook, Southwest Airlines, Raytheon, and Allstate Don't draw conclusions or make key decisions based on guesswork. Instead, 'Measure What Matters' and the difference will show in the most important measure: your bottom line. If the only numbers you really care about are revenue and profits, you'll never fully understand what makes them go up or down. Want to know what people think of you? Want to know how those opinions will affect your sales? You're only guessing unless you learn how to 'Measure What Matters.' Today, even the smallest business can track and measure relationships with customers, with the media, and even with employees and sales forces. 'Measure What Matters' delivers the know-how to find those tools and use them to increase your revenues. The right data tells you whether you're getting your share of ink. It tells you how you stack up against your competition in search ranking, sales, share of conversations, and share of wallet. Good data measures what your marketplace is saying, thinking, and doing. It reveals which of your methods work and which ones don't. In 'Measure What Matters,' you'll get step-by-step guidance to: Build a list of the top 100 influencers in your marketplace Use data to get closer to your customers and determine which outlets matter to them most Measure the impact of events, sponsorships, and speaking engagements Measure your relationships with your local community, members, donors, employees, salespeople, and distributors Reduce the impact of crises Don't rely on hunches or your gut. Good data will save you time and boost your credibility. You'll have the leverage you need to set priorities, allocate resources, and improve business practices. Now is the time to figure out why your sales rise and fall--and what you need to do to make them rise faster. praise for measure what matters 'Katie Paine not only gets it and teaches it, she helps companies implement it and profit from it. This book is filled with impressively sound judgment, tremendously powerful guidance, and practical how-to advice.'--Jim SterneChairman, Web Analytics Association, and author of Social Media Metrics 'Katie Paine understands social media and social PR in away that few others out there do. Over the years, she has consistently called for rational and reasonable metrics for success in public relations, and she continues that call in our new age of social communication. 'Measure What Matters' will teach you just about everything you need to know about managing online relationships.'--Eric T. Peterson author of Web Analytics Demystified 'Katie Paine has elevated measurement from merescience to high art and, in the process, given us a powerful newset of tools to refute the tired claim that customer relationships can't be quantified. Marketers should devour this book. It will help them persuade skeptical executives of the need to adapt to the new world of empowered customers.'--Paul Gillinauthor of Social Marketing to the Business Customer

Características

Produto sob encomenda Sim
Marca John Wiley & Sons
Cód. Barras 9780470920107
Altura 23.11 cm
I.S.B.N. 9780470920107
Profundidade 2.29 cm
Referência 014410945
Acabamento Capa dura
Número da edição 1
Ano da edição 2011
MÊS MARÇO
Idioma Inglês
Número de Páginas 272
Peso 0.45 Kg
Largura 16.00 cm
AutorPaine,Katie D; Delahaye Paine,Katie

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