Social Media Marketing
The Next Generation of Business Engagement
By Dave Evans
Publisher: Wiley / Sybex
Final Release Date: September 2010
Pages: 408

Drive change with social CRM and collaborative socialapplications

If your organization is using Twitter, Facebook, and othersocial media, you're already building a formidable marketing andcustomer relationship management (CRM) system in the socialmediasphere. Now it's time for the crucial next step—openingyour business up to the collective ideas of those customers andstakeholders and putting their ideas into action. In short,building a business powered by social technology. This detailedguide shows you how.

Building on the principles in his bestselling book, Social MediaMarketing: An Hour a Day, social media thought leader Dave Evansshows you how to participate in social media at a business level,taking customer engagement and collaboration to new levels toimprove your company's products, services, and bottom line.

  • Understand the new social business ecosystem and how it affectsyour current and future business

  • Craft a scalable, connected social media marketing strategy thatenables you to incorporate what you learn to improve your productsand services

  • Gear up for customer-led collaboration! Explore a host of bestpractices for involving your social contacts in product design

  • Discover software and analytical tools from firms like Radian6,Sysomos, BuzzStream, Rapleaf, Lithium Technologies, Socialtext,Microsoft, IBM, and others to help you monitor and?quantify yoursocial business

  • Think analytics, analytics, analytics—see how to select anduse social metrics, analyze results, and produce solid insights asyou implement a social media–based business plan

  • Find out how other companies implement, manage, and monitortheir social business strategies, including consumer-facing firmslike Philips and New Belgium Beer, nonprofit organizations likeFound Animals of Los Angeles, and the business-to-business units ofAmerican Express and Element 14

  • Work through practical, hands-on exercises, develop a library oftop-notch thinkers and resources, and positively build your ownprofessional skills in this exciting new area

"Dave provides a practical approach for leaders who want toharness the power of social media to cost-effectively transformtheir businesses and catapult themselves ahead of the competition.At the same time, Social Media Marketing: The Next Generation ofBusiness Engagement is extraordinary because it is a fun, genuine,and inspiring resource that sets a new standard for social mediainsights."—Ian Giles, Vice President, Strategic Services,Thindata 1:1, Toronto

"Dave takes social media from concepts and theory to concrete,simple steps that make it easy to implement social technology inyour business."—Marco Roncaglio, Director of Online Marketing,Personal Care, Philips Consumer Lifestyle, Amsterdam

"Rigorous, measurable quality improvement is critical forgetting social media and word-of-mouth working for your business.Dave's book highlights quality programs that work and shows you howto implement them in your business."—Jeff Turk, CEO,Formaspace, Austin, TX

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