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Social Customer Experience - Engage And Retain Customers Through Social Media (Cód: 9206993)

EVANS,DAVE; Cothrel,Joe

Sybex

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Social Customer Experience - Engage And Retain Customers Through Social Media

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Descrição

'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. Connect with customers to grow your brand 'and' your bottom line 'Social Customer Experience' offers a method for designing an organization that is fundamentally connected to its customers, and that designs and delivers superior products and services as a result. This book focuses on three main challenges faced by any company: understanding the social landscape, assessing current efforts, and implementing a complete strategy. 'Social Customer Experience' provides marketers and customer care managers with a proven framework for building a powerful, contemporary brand for organizations both large and small. Create an integrated, comprehensive social media strategy using core technologies designed to engage consumers Create an effective program for measuring and reporting on social efforts to executives and other internal stakeholders Learn how to create and maintain a social community and how to connect communities with engagement tools Understand the evolution of social business and identify areas where your organization can gain traction Engage and build powerful brand advocates using established techniques Connect with current online social business thought leaders and gain access to additional resources

Características

Peso 0.50 Kg
Produto sob encomenda Sim
Marca Sybex
I.S.B.N. 9781118826102
Referência 025557823
Altura 23.11 cm
Largura 18.54 cm
Profundidade 2.29 cm
Número de Páginas 362
Idioma Inglês
Acabamento Brochura
Cód. Barras 9781118826102
Ano da edição 2014
AutorEVANS,DAVE; Cothrel,Joe