Social Customer Experience

Dave Evans is VP, Social Strategy at Lithium and author of the bestseller Social Media Marketing: An Hour a Day. Evans has served on the advisory board for ad:tech, and the measurement and metrics council for the Word of Mouth Marketing Association. Joe Cothrel is Lithium s Chief Community Officer and has worked with more than 300 companies using online communities to create productive relationships with customers, partners, and employees.

Foreword xvii Introduction xix Part I Social Customer Experience Fundamentals 1 Chapter 1 Social Media and Customer Engagement 3 The Social Feedback Cycle 4 Open Access to Information 6 Social Customer Experience: The Logical Extension 7 Social Customer Experience Is Holistic 10 The Connected Customer 11 The Social Web and Engagement 12 The Rules of Engagement 13 Assessing Engagement 15 The Engagement Process 17 The Engagement Process and Social Customer Experience 22 The Operations and Marketing Connection 24 Connect Your Team 25 Your Customers Want to Help 27 Review and Hands-On 28 Review of the Main Points 28 Hands-On: Review These Resources 29 Hands-On: Apply What You ve Learned 29 Chapter 2 The Social Customer 31 Who Is the Social Customer? 32 The Motives for Social Interaction 33 A Means to Connect: Friending and Following 35 An Environment for Connection: Moderation 36 A Motive for Connection: Reputation 38 The Customer Experience and Social CRM 40 The Role of Influence 41 The Social Graph 44 Engaging the Social Customer: Two Cases 46 Outreach and Influencer Relations 48 Influencer Relations 49 Influencer Relations: A Representative Case 50 Review and Hands-On 52 Review of the Main Points 52 Hands-On: Review These Resources 53 Hands-On: Apply What You ve Learned 53 Chapter 3 Social Customer Experience Management 55 Understanding Customer Experience 56 Are You Ready for SCEM? 57 Social Businesses Are Participative 57 Common Misconceptions 58 Build around Customer Participation 59 Participation Is Driven by Passion 60 In Search of a Higher Calling 61 $pend Your Way to a Social Presence 64 Build Your Social Presence 66 Your Business as a Social Trigger 68 Brand Outposts 69 SCEM and Measurement 71 Conversion 71 Participation 72 Business Value 74 Other Measures 75 The Essential Role of the Employee 75 Empower an Organization 76 Employees in Customer Communities 79 Review and Hands-On 81 Review of the Main Points 81 Hands-On: Review These Resources 82 Hands-On: Apply What You ve Learned 82 Chapter 4 The Social Customer Experience Ecosystem 83 Social Identities and Profiles 84 The Profile as a Social Connector 86 The Profile and the Social Graph 88 Social Applications 89 Discussions 89 Articles 90 Assets 90 Metadata 91 Activity Streams 91 Social Channels 92 Off-Domain Channels 93 On-Domain Channels 94 Manage On- and Off-Domain Activity 96 Build a Vibrant Presence 97 Content Sharing 101 Purpose-Built Social Add-Ons 102 Use Brand Outposts and Communities 103 Coca-Cola: Facebook 105 The Social Ecosystem 106 Review and Hands-On 108 Review of the Main Points 109 Hands-On: Review These Resources 109 Hands-On: Apply What You ve Learned 110 Part II Your Social Presence 111 Chapter 5 Social Technology and Business Decisions 113 Three Reasons for Social Customer Experience 114 Selling with Social Channels 114 Save with Social 116 Learn with Social 118 Prioritization: Getting to the Conversations That Matter 121 Members 121 Makers 123 Social Technology and Decision Support 133 The Customer Point of View 134 Map the Social Graph 136 Integration of the Customer Experience 138 Customer Support and SCEM 141 Activate Your Customers: Control vs Leadership 142 Review and Hands-On 143 Review of the Main Points 143 Hands-On: Review These Resources 144 Hands-On: Apply What You ve Learned 144 Chapter 6 Social Analytics, Metrics, and Measurement 147 Why We Measure 148 Measure to Inform: Numbers and Stories 148 Performance, Return, and Insight 149 Sources of Data 150 Social Analytics 151 Quantitative Social Analytics 151 Qualitative Social Analytics 154 Know Your Influencers 159 From Journalists to Enthusiasts 159 Identify Your Influencers 161 The Role of Trust 162 Apply Your New Influencer Knowledge 163 Web Analytics 164 Website Performance 164 Beyond the Basics 165 Don t Overcomplicate 166 Connect the Dots 167 Business Analytics 169 It s All about Results 169 Offline and Non-business Processes 170 Sources of Business Analytics 170 Applied Business Analytics 171 Review and Hands-On 176 Review of the Main Points 176 Hands-On: Review These Resources 177 Hands-On: Apply What You ve Learned 177 Chapter 7 Five Key Trends 179 Real-Time Engagement 180 Create a Baseline 180 The New Role for Marketing 183 Mobile Computing 184 Real Time, Meet Real Space 185 Co-creation 187 Encourage Collaboration Everywhere 188 Crowdsourcing 195 Crowdspring: Crowdsourcing 195 Threadlesscom: Crowd-Sourced Design 196 HARO: Knowledge Exchange 197 Gamification 199 Social Technologies and Gaming 199 Elements of Gamification 200 Loyalty, Location, and Mobile 202 Foursquare: Mobile Game-Based Sharing 203 Review and Hands-On 205 Review of the Main Points 205 Hands-On: Review These Resources 206 Hands-On: Apply What You ve Learned 206 Part III Social Customer Experience Building Blocks 209 Chapter 8 Customer Engagement 211 Hierarchy of Types 212 Level 1: Support 214 Peer Support 214 Agent Support 219 Level 2: Sales 220 Level 3: Innovation 221 Hierarchy of Value 222 Creating Customer Advocates 225 What Drives Advocacy? 225 Create Advocates through Engagement 227 Create Experiences That Drive Advocacy 229 Review and Hands-On 231 Review of the Main Points 231 Hands-On: Social Business Fundamentals 232 Hands-On: Apply What You ve Learned 232 Chapter 9 Social CRM and Social Customer Experience 233 CRM, Social CRM, and SCE 234 The Evolution of CRM 235 The Evolution of Social CRM 237 The Case for Integration 238 Website 238 Web Registration 239 Website Search 240 Support Infrastructure 240 Enterprise Dashboards and Analytics 241 Email and Marketing Automation 241 Integrating On and Off-domain Social Systems 241 Where This Is All Going 242 SCE: Engagement Drives Innovation 243 Hope Is Not a Strategy 245 Your Social Customer Experience Plan 246 Review and Hands-On 249 Review of the Main Points 249 Hands-On: Review These Resources 249 Hands-On: Apply What You ve Learned 250 Chapter 10 Social Objects 251 What Is a Social Object? 252 Why Social Objects Matter 257 Social Objects: Types and Uses 258 Using Social Objects 258 The Future of Social Objects 274 Trusted Content 274 SEO: Get Found 275 Review and Hands-On 277 Review of the Main Points 277 Hands-On: Review These Resources 278 Hands-On: Apply What You ve Learned 278 Chapter 11 The Social Graph 279 What Is a Social Graph? 280 Characteristics of Social Graphs 284 Types of Social Networks 284 Influencers and the Social Graph 288 Social Graphs Spread Information 291 The Tools That Power a Social Graph 292 Spread Content Further 294 Measure Content Spread 295 The Social Graph and Social Customer Experience 296 Make Sure People Connect 296 Make Sure Activity Is Visible 297 On-Domain: Community and the Social Graph 301 Connected Communities 302 Review and Hands-On 303 Review of the Main Points 303 Hands-On: Review These Resources 304 Hands-On: Apply What You ve Learned 304 Chapter 12 Social Applications 305 What Is a Social Application? 306 Social Applications Drive Engagement 308 Social Applications Connect People 311 Social Network Extensions 312 Content Publishing and Sharing 315 Curation and Reputation Management 318 Crowdsourcing 320 Ideation 321 Support Communities 323 Plan Your Social Customer Experience Platform 324 The Planning Process 324 Initiate Your Plan 328 Review and Hands-On 329 Review of the Main Points 329 Hands-On: Review These Resources 330 Hands-On: Apply What You ve Learned 330 Part IV Appendixes 331 Appendix A Terms and Definitions 333 Appendix B Thought Leaders 337 Appendix C Hands-On Exercises 345 Index 355