The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers (Hardcover)

Foreword; Introduction; Chapter 1: How Did We Get Into This Mess?; Chapter 2: What is Social Customer Relationship Management and Why Is It The Only Way For Consumer Brands to Succeed on the Social Web?; Chapter 3: Metrics and Rationale; Chapter 4: Translating Corporate Strategy into Social Customer Strategy (a.k.a. You Gotta Get In To Get Out); Chapter 5: The Holistic Social Customer Management Model; Chapter 6:The Methodology (POSTm); Chapter 7: Social Web Analytics & What the Assessment Model Looks Like; Chapter 8: Triggers, Workflows & Moving Data, Fast; Chapter 9: Back in N.Y.C: How Social Advertising Works; Chapter 10: The Social Mobile Platform & Location-based Services; Chapter 11: Business Development & Strategic Alliances; Chapter 12: Consumer Trust, Privacy & Ethics; Chapter 13: The Ramp-Up: What To Do Before the Implementation; Chapter 14: Horizontally Integrating the Social Web into the Fabric of the Lifestyle Brand; Chapter 15: Sales 2.0 - Direct-To-Consumer Social Commerce; Chapter 16: Sales 2.0 - Managing the Social Customer in the Sales Channels; Chapter 17: Execution and What Happens During the Implementation; Chapter 18: International Feel; Chapter 19: Turn It On Again: Selling it to and in the Supply Chain; Afterword