How to implement social technology in business, spur
collaborative innovation and drive winning programs to improve
products, services, and long-term profits and growth.
The road to social media marketing is now well paved: A July
2009 Anderson Analytics study found 60% of the Internet population
uses social networks and social media sites such as Facebook,
MySpace, and Twitter. Collaboration and innovation, driven by
social technology, are “what’s next.”
Written by the author of the bestselling Social Media
Marketing: An Hour a Day in collaboration with Jake McKee, Social
Media Marketing: The Next Generation of Business Engagementtakes
marketers, product managers, small business owners, senior
executives and organizational leaders on to the next step in social
technology and its application in business. In particular, this
book explains how to successfully implement a variety tools, how to
ensure higher levels of customer engagement, and how to build on
the lessons learned and information gleaned from first-generation
social media marketing efforts and to carry this across your
organization.
This book:
Details how to develop, implement, monitor and measure
successful social media activities, and how to successfully act on
feedback from the social web
Discusses conversation-monitoring tools and platforms to
accelerate the business innovation cycle along with the metrics
required to prove the success of social technology adoption
Connects the social dots more deeply across the entire
organization, moving beyond marketing and into product development,
customer service and customer-driven innovation, and the benefits
of encouraging employee collaboration.
Social media has become a central component of marketing:
Collaborative, social technology is now moving across the
organization, into business functions ranging from HR and legal to
product management and the supply chain. Social Media Marketing:
The Next Generation of Business Engagement is the perfect book for
marketers, business unit managers and owners, HR professionals and
anyone else looking to better understand how to use social
technologies and platforms to build loyalty in customers,
employees, partners and suppliers to drive long term growth and
profits.
關於作者：
Dave Evans is a social media innovator with a passion for
tapping the power of the Social Web and related technologies and
applying them to business. Beginning in 1994, when he founded the
marketing consultancy Digital Voodoo, and continuing through his
career in advertising, Dave has worked with clients around the
world including Philips, Pepsi, Dell, Intel, and others. He also
served in the strategy and consulting group of Austin''s GSDM,
working with clients such as Southwest Airlines, Wal-Mart, and the
PGA TOUR. Dave has also been a member of the Advisory Board of
ad:tech and the Research and Measurement Council of WOMMA.
目錄：
Part I: Social Business Fundamentals.
Chapter 1: Social Media and Customer Engagement.
Chapter 2: The New Role of the Customer.
Chapter 3: Build a Social Business.
Chapter 4: The Social Business Ecosystem.
Part II: Run a Social Business.
Chapter 5: Social Technology and Business Decisions.
Chapter 6: Social Analytics, Metrics, and Measurement.
Chapter 7: Five Essential Tips.
Part III: Social Business Building Blocks.
Chapter 8: Engagement on the Social Web.
Chapter 9: Social CRM.
Chapter 10: Social Objects.
Chapter 11: The Social Graph.
Chapter 12: Social Applications.
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