Introduction 1

Part I: Welcome to the World of Social CRM 7

Chapter 1: Implementing the New Social Business 9

Chapter 2: Meeting the New Kid on the Block: Social CRM 15

Chapter 3: Overcoming Challenges to Social CRM 29

Chapter 4: Courting the Social Customer 37

Part II: Building Your Social CRM Strategy 49

Chapter 5: Establishing the New Social Business Model 51

Chapter 6: Refreshing Marketing 2.0 for Social CRM 65

Chapter 7: Using the Social Media in Social CRM 73

Chapter 8: Aligning Sales in Social CRM 125

Chapter 9: Building a Customer Loyalty and Advocacy Program 157

Chapter 10: Creating Socially Relevant Customer Service 179

Chapter 11: Supporting the Age of Mobility 209

Part III: Developing a Social and Collaborative Business 225

Chapter 12: Building a Social Organization 227

Chapter 13: Enabling and Empowering Your Employees 237

Part IV: Measuring the Impact of Social CRM 257

Chapter 14: Analyzing Data to Drive Results 259

Chapter 15: Keeping Up with Evolving Technology 271

Part V: The Part of Tens 279

Chapter 16: Top Ten Enterprise-Level Social CRM Solutions 281

Chapter 17: Top Ten Customer Service–Centric Social CRM Solutions 289

Chapter 18: Top Ten Social CRM Thought Leaders 297

Chapter 19: Top Ten Small Business Social CRM Vendors 305

Chapter 20: Top Ten Cross-Channel Marketing Vendors 313

Index 321