Từ khóa: Social Media Marketing, Next Generation, Business Engagement

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Social Media Marketing The Next Generation of Business Engagement

Cuốn sách toàn diện về truyền thông xã hội, kiến thức cần có để vận hành doanh nghiệp trong thời kỳ mới. Doanh nghiệp sẽ khó tồn tại nếu không thích nghi với các nhu cầu xã hội hiện đại.

Đặt in tại HoaXanh - Thêm vào giỏ hàng...

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  • Mã sản phẩm: SOC221556
  • Tình trạng: 2

Part I Social Business Fundamentals 1 Chapter 1 Social Media and Customer Engagement 3 The Social Feedback Cycle . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . 4 Open Access to Information 5 Social Business: The Logical Extension 6 Social Business Is Holistic 9 The Connected Customer 10 The Social Web and Engagement . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . 11 The Engagement Process 15 The Operations and Marketing Connection . . . . . . . . . . . . . . . . . å°“. . . . 21 Connect Your Team 22 Your Customers Want to Help 25 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 25 Review of the Main Points 26 Hands-On: Review These Resources 26 Hands-On: Apply What You’ve Learned 27 Chapter 2 The New Role of the Customer 29 The New Role: Social Interactions . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 30 People Want to Make Friends 31 Club Membership Brings Expectations 33 You Are What You Post 34 Customer Relationships: CRM Gets Social . . . . . . . . . . . . . . . . . å°“. . . . 36 The New Role of Influence 37 The Social Graph 41 Social CRM: Two Cases 43 Outreach and Influencer Relations . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 45 Social CRM and Blogger Outreach 46 Social CRM and Influencer Relations 47 Influencer Relations: A Representative Case 48 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 49 Review of the Main Points 49 Hands-On: Review These Resources 50 Hands-On: Apply What You’ve Learned 51 x c o n t n e n t s ■ Chapter 3 Build a Social Business 53 What Is Social Business? . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 54 Social Businesses Are Participative 54 Build Around Customer Participation 55 Participation Is Driven by Passion 55 In Search of a Higher Calling 56 $pend Your Way to a Social Presence 59 Build Your Social Presence 62 Business as a Social Participant 64 Brand Outposts 65 Social Business and Measurement . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 66 Collaborate 67 Participation 67 Applied Knowledge Transfer 69 Employees as Change Agents . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . 71 Empower an Organization 72 Connect Employees to Employees 76 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 77 Review of the Main Points 78 Hands-On: Review These Resources 78 Hands-On: Apply What You’ve Learned 79 Chapter 4 The Social Business Ecosystem 81 Social Profiles . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . . . . . . . 82 The Profile as a Social Connector 83 The Profile and the Social Graph 85 Social Applications . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . . . 86 Support Forums 90 Content Sharing 93 Purpose-Built Applications 94 Using Brand Outposts and Communities . . . . . . . . . . . . . . . . . å°“. . . . . . 96 Coca-Cola: Facebook 98 Coke Zero: Department of Fannovation 98 The Social Ecosystem . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . 102 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 104 Review of the Main Points 105 Hands-On: Review These Resources 105 Hands-On: Apply What You’ve Learned 106 Part II Run a Social Business 107 Chapter 5 Social Technology and Business Decisions 109 Create a Social Business . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . 110 The Innovation Cycle 111 xi ■ contents Understand the Conversations That Matter . . . . . . . . . . . . . . . . . å°“. . . 113 Consider the Workload 114 Active Listening 116 Touchpoint Analysis 117 Touchpoint Analysis: Bengaluru International Airport 119 Social CRM and Decision Support . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . 123 The Customer Point of View (POV) 125 Map the Social Graph 126 Integration of Listening 129 Customer Support and Social CRM 131 Activate Your Customers: Control vs. Leadership 132 Collaborative Processes 133 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 135 Review of the Main Points 136 Hands-On: Review These Resources 136 Hands-On: Apply What You’ve Learned 137 Chapter 6 Social Analytics, Metrics, and Measurement 139 Social Analytics . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . . . . 140 Quantitative Measurement 140 The Need to Measure More 145 Source and Sentiment Analysis 146 Know Your Influencers . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 148 From Journalists to Connected Enthusiasts 149 Identify Your Influencers 150 The Role of Trust 151 Apply Your New Influencer Knowledge 152 Web Analytics . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . . . . . 154 Website Performance 154 Beyond the Basics 155 Don’t Overcomplicate 155 Connect the Dots 156 Business Analytics . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . . 158 It’s All About Business 159 Offline and Nonbusiness Processes 160 Sources of Business Analytics 161 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 162 Review of the Main Points 162 Hands-On: Review These Resources 163 Hands-On: Apply What You’ve Learned 163 Chapter 7 Five Essential Tips 165 Three Things to Do (and Why) . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . 166 Listen Intently, Respond Intelligently 166 Encourage Collaboration Everywhere 173 Measure Social Media 179 xiic o n t n e n t s ■ What Not to Do (and What to Do Instead) . . . . . . . . . . . . . . . . . å°“. . . 184 Ignore Change at Your Peril 185 Marketing Can’t Do Social Media Alone 189 Best Practices in Social Business . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . 191 Threadless.com: Customer-Driven Design 191 Dell: Customer-Driven Design 193 Crowdspring: Crowdsourcing 193 HARO: Knowledge Exchange 194 Foursquare: Game-Based Sharing 195 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 198 Review of the Main Points 198 Hands-On: Review These Resources 198 Hands-On: Apply What You’ve Learned 199 Part III Social Business Building Blocks 201 Chapter 8 Engagement on the Social Web 203 Engagement as a Customer Activity . . . . . . . . . . . . . . . . . å°“. . . . . . . . . 204 Learn to Think Like a Fish 204 Engagement Points 206 It’s Still Your Business 207 Customers to the Rescue 209 Advocates in the Making 211 Engagement as a Business Activity . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . 212 Create Advocates Through Engagement 212 Respond to Engaged Customers 214 It’s Eighties Night! 218 Connect Customers to Employees 219 Extend Engagement . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. . . 221 Collaboration 221 What Else Can I Do? 224 Advocacy 225 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 227 Review of the Main Points 227 Hands-On: Social Business Fundamentals 228 Hands-On: Apply What You’ve Learned 228 Chapter 9 Social CRM 229 Social CRM and Business Design . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 230 Social CRM: A Social Extension of CRM 230 Oil and Water 232 The Elements of Social CRM 235 Social CRM: Engagement Drives Innovation 235 Build a Social CRM Program . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . 238 Hope Is Not a Strategy 239 Create a Social CRM Plan 240 xiii ■ contents Enterprise 2.0 and Internal Collaboration . . . . . . . . . . . . . . . . . å°“. . . . 248 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 253 Review of the Main Points 254 Hands-On: Social Business Fundamentals 254 Hands-On: Apply What You’ve Learned 254 Chapter 10 Social Objects 255 What Is a Social Object? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 256 Marketers, Beware! 258 No More Interruptions 259 Why Social Objects Matter 260 Build on Existing Social Objects . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 261 Build a Presence 262 Identify Existing Social Objects 266 Create New Social Objects . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . 272 Build Around Your Own Social Object 273 Types of Branded Communities 275 The Workplace as a Social Object 280 Use Social Objects in Business . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . 281 Drive Conversations and Connections 282 Get Found 283 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 284 Review of the Main Points 285 Hands-On: Social Objects 285 Hands-On: Apply What You’ve Learned 285 Chapter 11 The Social Graph 287 What Is a Social Graph? . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . 288 Like-Mindedness Drives Association 290 Social Graphs Spread Information . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . 293 The Tools that Power a Social Graph 295 Use the Social Graph in Business . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . 297 Make Sure People Connect 297 Business in Social Networks 303 Malleable Social Networks 305 Spot Influencers 306 Spread Content Further 307 Connect Communities 309 Measure the Social Graph . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . 311 Participation 311 Influence 312 Spread 313 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 314 Review of the Main Points 314 Hands-On: Review These Resources 314 Hands-On: Apply What You’ve Learned 315 xivc o n t n e n t s ■ Chapter 12 Social Applications 317 What Is a Social Application? 318 Social Applications Drive Engagement . . . . . . . . . . . . . . . . . å°“. . . . . . . 320 Social Graph Applications 323 Social Network Extensions 325 Content Publishing and Sharing 328 Curation and Reputation Management 331 Crowdsourcing 333 Ideation 335 Support Communities 338 Workplace Collaboration 339 Get Started: Plan a Social Application . . . . . . . . . . . . . . . . . å°“. . . . . . . 341 The Planning Process 342 Initiate Your Plan 345 Review and Hands-On . . . . . . . . . . . . . . . . . å°“. . . . . . . . . . . . . . . . . . å°“. 346 Review of the Main Points 346 Hands-On: Review These Resources 347 Hands-On: Apply What You’ve Learned 348

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