Social Media Marketing By Evans,Dave

Chapter 1 Social Media and Customer Engagement 3
The Social Feedback Cycle . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . 11
The Engagement Process 15
The Operations and Marketing Connection . . . . . . . . . . . . . . . . . .. . . . 21
Connect Your Team 22
Your Customers Want to Help 25
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 30
People Want to Make Friends 31
Club Membership Brings Expectations 33
You Are What You Post 34
Customer Relationships: CRM Gets Social . . . . . . . . . . . . . . . . . .. . . . 36
The New Role of Influence 37
The Social Graph 41
Social CRM: Two Cases 43
Outreach and Influencer Relations . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 45
Social CRM and Blogger Outreach 46
Social CRM and Influencer Relations 47
Influencer Relations: A Representative Case 48
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . 49
Review of the Main Points 49
Hands-On: Review These Resources 50
Hands-On: Apply What You’ve Learned 51
Chapter 3 Build a Social Business 53
What Is Social Business? . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 66
Collaborate 67
Participation 67
Applied Knowledge Transfer 69
Employees as Change Agents . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . 71
Empower an Organization 72
Connect Employees to Employees 76
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . 82
The Profile as a Social Connector 83
The Profile and the Social Graph 85
Social Applications . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . 86
Support Forums 90
Content Sharing 93
Purpose-Built Applications 94
Using Brand Outposts and Communities . . . . . . . . . . . . . . . . . .. . . . . . 96
Coca-Cola: Facebook 98
Coke Zero: Department of Fannovation 98
The Social Ecosystem . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . 102
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . 110
The Innovation Cycle 111
Understand the Conversations That Matter . . . . . . . . . . . . . . . . . .. . . 113
Consider the Workload 114
Active Listening 116
Touchpoint Analysis 117
Touchpoint Analysis: Bengaluru International Airport 119
Social CRM and Decision Support . . . . . . . . . . . . . . . . . .. . . . . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . 140
Quantitative Measurement 140
The Need to Measure More 145
Source and Sentiment Analysis 146
Know Your Influencers . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 148
From Journalists to Connected Enthusiasts 149
Identify Your Influencers 150
The Role of Trust 151
Apply Your New Influencer Knowledge 152
Web Analytics . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . 154
Website Performance 154
Beyond the Basics 155
Don’t Overcomplicate 155
Connect the Dots 156
Business Analytics . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . 158
It’s All About Business 159
Offline and Nonbusiness Processes 160
Sources of Business Analytics 161
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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) . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . 166
Listen Intently, Respond Intelligently 166
Encourage Collaboration Everywhere 173
Measure Social Media 179
What Not to Do (and What to Do Instead) . . . . . . . . . . . . . . . . . .. . . 184
Ignore Change at Your Peril 185
Marketing Can’t Do Social Media Alone 189
Best Practices in Social Business . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . 212
Create Advocates Through Engagement 212
Respond to Engaged Customers 214
It’s Eighties Night! 218
Connect Customers to Employees 219
Extend Engagement . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . 221
Collaboration 221
What Else Can I Do? 224
Advocacy 225
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . 238
Hope Is Not a Strategy 239
Create a Social CRM Plan 240
Enterprise 2.0 and Internal Collaboration . . . . . . . . . . . . . . . . . .. . . . 248
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 261
Build a Presence 262
Identify Existing Social Objects 266
Create New Social Objects . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 281
Drive Conversations and Connections 282
Get Found 283
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 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? . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . 288
Like-Mindedness Drives Association 290
Social Graphs Spread Information . . . . . . . . . . . . . . . . . .. . . . . . . . . . 293
The Tools that Power a Social Graph 295
Use the Social Graph in Business . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . 311
Participation 311
Influence 312
Spread 313
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 314
Review of the Main Points 314
Hands-On: Review These Resources 314
Hands-On: Apply What You’ve Learned 315

Chapter 12 Social Applications 317
What Is a Social Application? . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . 318
Social Applications Drive Engagement . . . . . . . . . . . . . . . . . .. . . . . . . 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 . . . . . . . . . . . . . . . . . .. . . . . . . 341
The Planning Process 342
Initiate Your Plan 345
Review and Hands-On . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. 346
Review of the Main Points 346
Hands-On: Review These Resources 347
Hands-On: Apply What You’ve Learned 348
Appendices 349