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Introduction: What Is Social Media?
I Social Media Strategy for Organizations.
1 The Power and Business Risks of Social Media (Nick Smith and Robert Wollan).
2 How to Develop a Social Media Strategy (Chris Boudreaux).
3 Social Media ROI: New Metrics for Customer Health (Kevin Quiring).
4 Selling Social Media within the Organization (Robert Wollan).
II Marketing and Sales in Social Media.
5 Social Media and the Voice of the Customer (Chris Zinner and Catherine Zhou).
6 Integrating Social CRM Insights into the Customer Analytics Function (Rayid Ghani and Sarah Bentley).
7 Using Social Media to Drive Product Development and Find New Services to Sell (Adi Alon and A.J. Gupta).
8 Social Community Marketing and Selling (Robert Wollan and Andre Trochymiuk).
III Customer Service and Support with Social Media.
9 Using Social Media in Customer Service and Support (Stephanie Sadowski).
10 Social Media: Responding to Customer Complaints (Todd R. Wagner).
11 Staying Out of Trouble: Complying with FTC Disclosures (Chris Boudreaux).
IV Beyond the ´Pilot´ Phase: The Core Components of the Agile Digital Enterprise.
12 Creating and Implementing a Social Media Technology Platform (Anatoly Roytman and Joseph Hughes).
13 Social CRM on the Move: Mobility Implications for Social Media Programs (Greg Jenko, Lars Kamp, and Saj Usman).
14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media (Robert Wollan and Kelly Dempski).
V Empowering Employees for Social Media Success.
15 Culture Traits, Employee Incentives, and Training (Christine Eberle).
16 New Roles and Responsibilities (Chris Zinner and Vanessa Godshalk).
17 Social Media Policies (Chris Bourdreaux).
18 Social Media, Collaboration, and Value Creation in Organizations (Robert J. Thomas).