Social CRM For Dummies

360 Pages·2013·29.65 MB·english

by  Kyle Lacy

Social CRM

FOR
DUMmIES‰
by Kyle Lacy, Stephanie Diamond,
and Jon Ferrara
Social CRM For Dummies®
Published by
John Wiley & Sons, Inc.
111 River Street
Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or
by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit-
ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written
permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the
Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone].
Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley
& Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://
www.wiley.com/go/permissions.
Trademarks: Wiley, the Wiley logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!,
The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and
related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affili-
ates in the United States and other countries, and may not be used without written permission. All other
trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any
product or vendor mentioned in this book.
LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO
REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF
THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITH-
OUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE
CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES
CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE
UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR
OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF
A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE
AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZA-
TION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE
OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES
THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT
MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS
WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND
WHEN IT IS READ.
For general information on our other products and services, please contact our Customer Care
Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax [phone].
For technical support, please visit www.wiley.com/techsupport.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material
included with standard print versions of this book may not be included in e-books or in print-on-demand.
If this book refers to media such as a CD or DVD that is not included in the version you purchased, you
may download this material at http://booksupport.wiley.com. For more information about Wiley
products, visit www.wiley.com.
Library of Congress Control Number: 2012952204
ISBN 978-1-118-24249-0 (pbk); ISBN 978-1-118-28313-4 (ebk); ISBN 978-1-118-28421-6 (ebk);
ISBN 978-1-118-28704-0 (ebk)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
About the Authors
Kyle Lacy is Senior Manager of Marketing Research & Education at ExactTarget.
In this role, Kyle leads an effort to build and distribute an ongoing research
series that sets aside theories and assumptions about consumer online pref-
erences. This series instead focuses on solid data collected through a combi-
nation of focus groups, experiential research, and online surveys.
Kyle is the author of three books, Twitter Marketing for Dummies, Branding
Yourself, and Social CRM for Dummies. Prior to joining ExactTarget, Kyle co-
founded a marketing technology company, helping over 350 clients build and
deliver digital marketing experiences. You can follow him on Twitter at
@kyleplacy or visit his blog at KyleLacy.com. He lives in Indianapolis, IN,
with his wife, Rachel, and their dog-like cat, Harley.
Stephanie Diamond is a thought leader and management marketing
professional with over 20 years of experience building profits in over 75
different industries. She has worked with solopreneurs, small business
owners, and multibillion dollar corporations.
For eight years, Stephanie worked as a Marketing Director at AOL. During her
tenure, subscriptions grew from fewer than 1 million to 36 million. She had
a front row seat to learn how and why people buy online. While at AOL, she
developed, from scratch, a highly successful line of multimedia products that
brought in an annual $40 million dollars in incremental revenue.
In 2002, Stephanie founded Digital Media Works, Inc. (MarketingMessage
Mindset.com), an online marketing company that helps business owners
discover the hidden profits in their business. She is passionate about guiding
online companies to successfully generate more revenue and use social
media to its full advantage.
As a strategic thinker, Stephanie uses all the current visual thinking
techniques and brain research to help companies to get to the essence of
their brand. She continues this work today with her proprietary system to
help online business owners discover how social media can generate profits.
You can read her blog at www.MarketingMessageBlog.com.
Stephanie’s other books include Prezi For Dummies, Dragon Naturally
Speaking For Dummies, and coauthor of Social Media Marketing For Dummies.
Stephanie received a BA in Psychology from Hofstra University and an MSW
and MPH from the University of Hawaii. She lives in New York with her
husband and her Maltese named Colby.
Jon Ferrara, a social entrepreneur at heart, founded GoldMine Software and
lead the company until it was sold ten years later. GoldMine helped pioneer
the Sales Force Automation (SFA) and Customer Relationship Management
(CRM) markets, and GoldMine was used by millions of companies.
After realizing that social media was going to forever reshape customer
engagement, Ferrara entered the start up world again when he noticed a
distinct lack of any products that effectively combined relationship manage-
ment, social listening, and engagement with sales and marketing. Jon founded
Nimble to create an social business platform to fill this gap.
Dedications
Kyle Lacy: To my wife, Rachel, and to all the digital marketers of the world
who are pushing to drive change in their organizations.
Stephanie Diamond: To Barry who makes all things possible. And to my
family for their love and support.
Jon Ferrara: To the man who taught me the meaning of relationships, cus-
tomer engagement and Social Selling, my father, Angelo Ferrara. He taught
me the power of listening and engaging customers, nurturing relationships
and staying top of mind with customers. To the woman who has taught me
the importance of being present with family, friends and who teaches me on
a daily basis the importance of art and soul development, my wife, Arleen
Ferrara. To my children who on a daily basis teach me about myself and
enable me to grow as a human being.
Authors’ Acknowledgments
Kyle Lacy: I often say that social media is multiple minds building a creative
community, and this book is no different. I couldn’t have written this book
without the help of some extremely special people. First off, thank you to
Amy Fandrei and Rebecca Huehls for their absolutely angelic patience during
the writing of this book. I would also like to thank my coauthors, Jon Ferrara
and Stephanie Diamond.
I would like to thank the people in my life and my community who helped me
gain the knowledge, experience, and insights to product this book. I have two
families in my life. My immediate family and my ExactTarget family. Thanks
to my wife Rachel Lacy for her patience and love while writing this book.
I would be remiss not to thank my parents and siblings for building my under-
standing of what it truly means to build community.
Also, thank you to all the Social CRM, CRM, social media, and digital
marketers who helped form the ideas in this book. There are too many to
name, but you know who you are. Thanks for providing content that helps
drive change instead of irrelevancy.
Stephanie Diamond: It has been my distinct privilege to write this book.
I want to offer thanks to my coauthors, Kyle Lacy and Jon Ferrara, and the
For Dummies publishing team at Wiley for lettting me coauthor this book for
their audience of smart readers.
The following people were especially important in creating this book, and I
offer very sincere thanks:
To the great creative group at Wiley, Acquisitions Editor Amy Fandrei, Senior
Project Editor Rebecca Huehls, and Technical Editor Alison Zarrella. They
helped make this project a reality.
To Matt Wagner, my agent at Fresh Books, for his continued hard work and
support on my behalf.
Finally, thanks to you for choosing this book to learn about social CRM. I wish
you enormous joy on your exciting journey into this up-and-coming trend.
Jon Ferrara: To the greater CRM/SFA community of users, analysts, editors,
and VARS who have supported and inspired my entrepreneurial quests, espe-
cially to the GoldMine and Nimble communities.
Huge thanks to Kyle Lacy and Stephanie Diamond for bringing me in to
help with the book they wrote. Much appreciation to Amy Fandrei, Chantal
Kowalski, and Jen Webb from Wiley Publishing for their support, assistance,
and guidance during the course of this project.

Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com.
For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974,
outside the U.S. at 317-572-3993, or fax [phone].
Some of the people who helped bring this book to market include the following:
Acquisitions and Editorial Composition Services
Sr. Project Editor: Rebecca Huehls Project Coordinator: Sheree Montgomery
Acquisitions Editor: Amy Fandrei Layout and Graphics: Carrie A. Cesavice,
Jennifer Creasey, Joyce Haughey,
Copy Editor: Heidi Unger
Andrea Hornberger, Christin Swinford
Technical Editor: Alison Zarrella
Proofreaders: BIM Indexing & Proofreading
Sr. Editorial Manager: Leah Michael Services, Jessica Kramer
Editorial Assistant: Annie Sullivan Indexer: Valerie Haynes Perry
Sr. Editorial Assistant: Cherie Case
Cover Photo: © Grady Reese/iStockphoto;
© Mark Bowden /iStockphoto; © Yunus
Arakon /iStockphoto; © Mathias Wilson
/iStockphoto; © Stígur Karlsson /
iStockphoto; © Jacob Wackerhausen /
iStockphoto
Cartoons: Rich Tennant (www.the5thwave.com)
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Kathleen Nebenhaus, Vice President and Executive Publisher
Composition Services
Debbie Stailey, Director of Composition Services