When I first set out to write this book, I wanted to build the sections in a way that allowed for easy chapter-based steps which could facilitate the practical application of the strategies contained in the book. Each subsequent section and chapter serving as a requisite building-block of the next in much the same way as other books.
In a perfect real world scenario, this book is meant to mirror in chronological order and the natural evolution into a social business – cultural change –> tearing down silos and communicating across the organization –> social technologies that facilitate communication –> governance models –> tactical considerations that address the social customer –> and social CRM being response to the external social customer. This is essentially the first half of the book. Here is a glimpse of the Table of Contents:
Chapter 1: Human Capital, Evolved
- Driving Cultural Change
- Tearing Down the Silos
- Communicating Successful Failures
- Qantas Airlines – No Crash Despite Lots of Rumors
- Dominos Pizza’s Youtube Crisis
- Motrin – Does anyone listen to Baby Wearing Moms?
- Gaining Executive Sponsorship
- Activating Employees to Engage in Social Media
- Fundamentals of Community Management
- Establishing Global Continuity
- Organizational Models for the Social Business
- Who Really Owns Social Media
- Taking the Next Steps
Chapter 2: The Technology Supermarket
- Choosing the Right Social Software
- Jive
- Microsoft SharePoint
- IBM
- Box.net
- Yammer
- Cisco WebEx
- Social Listening Software Commoditized
- Radian6
- Lithium Social Media Monitoring (formerly ScoutLabs)
- Social Media Management Software
- Sprinklr
- Awareness Hub
- SocialTALK
- Real Time Analytics and Publishing Efficiencies
- The Future of External Social Technologies
- The Entire Internet will be Facebook
- Social Network Consolidation
- Taking the next Steps
- Social Technologies
- Build a Listening Station, Listen & Act
Chapter 3: Establishing a Governance Model
- Crafting Social Media Policies & Procedures
- Transparency & Disclosure
- Moderation
- Training: Organizational Intelligence
- Non-Competitive Collaboration
- Social Media Executive Councils
- Taking the Next Step
Chapter 4: Embracing the Social Customer
- Becoming a social media practitioner
- The Value of a Social Media Practitioner
- Hiring Social Media Practitioners
- Corporate Profile Versus Branded Profiles
- Integrating Customer Support into Social Media
- Comcast
- Best Buy’s Twelpforce
- Zappos
- Geek Squad — A Personal Story
- Using Social Media to Solicit Product Feedback & Innovation
- Dell IdeaStorm
- MyStarbucksIdea
- Intel’s Ajay Bhatt Case Study
- Taking the Next Step
Chapter 5: In Response to the Social Customer – Social CRM
- Various Definitions of Social CRM
- The Social CRM Process
- Applications of Socal CRM
- Social CRM Roles and Responsibilities
- A Look at Social CRM Vendors
- SugarCRM
- Pivotal Social CRM
- Nimble
- Taking the Next Step
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