Social Customer Experience: Engage and Retain Customersthrough Social Media builds on the prior works of author DaveEvans. As an update to Evans's earlier book Social MediaMarketing, the new Social Customer Experience connectsthe early cases presented in 2010 with significant, contemporaryexamples, key concepts, and best practices associated with theadoption of social technology by global brands. This latest editionoffers a blueprint for transforming your organization'sdisparate social initiatives into a unified social experiencestrategy. Most people know that social technologies aretransforming business, but few understand how those changes arehappening across the organization. Whether in marketing,communications, customer care, digital media or product developmentthese changes shape the way in which business manage the experiencetheir customers have with the brand. Filled with practical examplesof what to do, and illustrated with cases taken from realcompanies, Social Customer Experience fills in the gaps forcompanies who want to do more with social than just listen andexperiment. Part I lays the groundwork by explaining the three waves ofchange that combine to form social customer experience: socialtechnologies and their impact on Web 1.0 digital infrastructures;social customers and their impact on marketing and supportoperations; and the new discipline of customer experiencemanagement that is reframing the old sales-and-service-centric waysof thinking about how companies relate to customers. Part Iconcludes by defining the social customer experience ecosystem,both on and off your own web domain. Part II, "Your Social Presence," puts you on theground, with tactics and examples for how to apply socialtechnologies and achieve your business objectives, how to measureand analyze social data and show business value, and how toimplement a best-practice approach to avoid common traps and pursueproven opportunities. Part III digs deeper into the five building blocks of socialcustomer experience: organization, platform, content, people andtools. What's a social experience organization looklike? What systems need to be in place? How do you get the most outof the social "objects" - content and otherassets - that are the byproduct of great social customerexperiences? How do connections between customers - thesocial graph - come into play? And what applicationswill you use - literally, what will you empower yourcustomers to do? Part III answers these questions in the practical,method-driven style of authors Dave Evans and JoeCothrel. Social Customer Experience features detailed exercisesthat show you how to translate learning into action, hands-ontutorials using today's social media tools and platforms, andcompelling, modern case studies from organizations of allsizes--from the Fortune 500 to nonprofits and mom-n-popmain-street shops. As a bonus, the book also features resources andreferences to connect readers with the current thought leaders andsources of timely information. If you're interested in business, and how business isbeing reshaped by social technology, Social CustomerExperience will show you a path to a new relationship with yourcustomers, customers not only buy your products and services butget more out of them and go on to become partners in yourbusiness-selling, supporting, and innovating on yourbehalf.weiterlesen