INDEX

A of, 108–113; innovation Accountability, social media communities as, 117–118; open mechanism for, 24 community platforms as, 118–120; Ad hoc business activities, 114 open supply chains as, 125; Ad hoc opportunities, 192, 193, 194 overview of how to use, 115–117; Adobe, 151 partner amplifiers as, 120–121; Advertising: Google’s online service social business tenet applicable to, for, 59; online, 173–174; social 113–115; social CRM as, 122–123; media support for, 15–16 social supply chains as, 123–125 Affiliate portals and communities, Battelle, John, 90 121–122, 175 Berners-Lee, Tim, 17 AIDS protein folding problem, 47, 88 Best Buy, 124, 176 ALS drug research, 117–118 Big data, 148 Amazon: Innocentive, 47–48; Bloomberg, 34–36 Mechanical Turk, 47–48, 50, 176; BMW, 76 online advertising by, 173; open Brand monitoring, 152 supply chains of, 124; publishing by, British Petroleum (BP), 78–79, 163 54 Buczek, Laurie, 200 American Express, OPEN Forum, Business case, for investment in social 108–110, 115, 121 business, 186–188 COPYRIGHTEDBusiness MATERIAL outcomes, focus on, B 23–24 B2B social business, 107–126; Business partners: as area of business advantages of, 125–126; affiliate activity for social media, 12, 13; and partner portals and individual empowerment of, 21; communities as, 121–122; examples relationship with, transformed by

233 234 Index

Business partners (continued): Crowdspring, 88, 176 social media, 13–14. See also Culture change, 162 B2B social business Cunningham, Ward, 128 Business process redesign, 163 Customer communities, 174–175 C Customer relationship management. Cause-and-effect chains, 138–139 See Social customer relationship Change: as norm, 61, 167; rapid pace management (CRM) of, 59 Customers: as area of business activity Citroen, 76 for social media, 11–13; individual Cluetrain Manifesto, 61 empowerment of, 20–21; SAP Comcast, 85 Community Network (SCN) with, Communications: employee, 7–11, 99, 121, 151, 164, 200; social transitioned from e-mail to social business intelligence applied to care intranet, 32–34, 36–40; unified, of, 84–85, 150; TurboTax support 137, 182 system for, 40–43, 88, 101, 166; Community management, 143–147, willing to cocreate, 95. See also 175 Crowdsourcing; Social customer Community managers, 144, relationship management (CRM) 146–147 Community Roundtable (CR), on stages of social business maturity, D Dachis Group: and HBO’s online 144–145 Compliance and regulatory marketing of True Blood, 71; Social monitoring, 152, 155 Business Index (SBI), 82, 84; Social Comscore, 32 Performance Monitor, 152 Consumer social media, 174 Database of Intentions, 90 Content management, 182 Dell, 85; IdeaStorm, 101 Content-oriented business activities, Demand generation, 172 114–115 Derwent Capital, 34 Control: designing for loss of, 20; not Digby, 177 well defined in social business, Digital branding, 178 23–24; over peer-produced Document management, 182 community data, 58; shift of, with Drupal, 182 social businesses, 53–54, 61–62 Dubuc, Joey, 38 Crowdsourcing, 93–97; defined, 46; as element of social business E design, 176; example of social eBay, 124 product development using, e-commerce, 177 87–88; overview of, 93–95; Eizenberg, Rom, 88 process for shifting to, Eloqua, 172 95–97 e-mail: replaced by social intranet, Crowdsourcing services, 87, 95 36–40; shift from, to social media, Index 235

45–46; shift from, to social Google, 54, 93; AdWords, 59; networking, 32–34 OpenSocial, 173 e-mail marketing, 178 Google+, video calling capability, 183 Empowerment, individual, 17–21 Groupon, 177 Engagement. See Listening and engagement; Social business H workforce engagement H&R Block, 40, 41, 43 Enterprise 2.0, 128, 129, 133. See also Happe, Rachel, 199–200 Social business workforce Harley-Davidson, HDTalking engagement customer community, 174 Enterprise objectives, 159 HBO, marketing of True Blood by, Enterprise social networking, 136 71–73 Executive leadership, 162 Hewlett Packard (HP), 122–123 Expertise and reputation tracking, Hews, Damien, 75, 76 151 Honda, 76 Horowitz, Bradley, 49 F Human capital management, 151–152 Facebook: business presence on, 65, 146, 208; HBO’s marketing of True I Blood on, 71–73; IBM employees IBM, 32–34, 128, 162 using, 33; L’Oreal B2B social Ikea, IKEAFANS customer network program within, 110–111; community, 174 mining data from, 34, 35; MySpace Individual empowerment, 17–21 overtaken by, 169; popularity of, 93; Influencer engagement, 177–178 social networking applications of, Information, social media as source of, 173; video calling capability, 183 147. See also Social business Finnern, Mark, 9 intelligence (SBI) FixYa, 174 InnoCentive, 87–88, 117–118 FoldIt, 47, 88 Innovation communities, 117–118 Ford Motor Company, 80–81 Innovation management, 176 Foursquare, 179 Intelligence: shared collective, in social Frost and Sullivan, on results achieved CRM, 103–104. See also Social by social business methods, 26, 187 business intelligence (SBI) Intranet: social, 36–40; strategy for, G 182 Gamification, 47 Intuit, customer support for General Motors, marketing of Chevy TurboTax, 40–43, 88, 101, 166 Tahoe SUV by, 67–68 Get Satisfaction, 102, 174 K GlaxoSmithKline (GSK), 119–120, Key performance indicators (KPIs), for 121 social media marketing, 74 Goldcorp Challenge, 119 Kluster, 103 236 Index

Knowledge economy: growth of, 45, Microsoft: partner network, 9, 13–14, 46; knowledge creation by social 108, 115; SharePoint, 30 media participants in, 48–50; peer Microtask, 95 production to create knowledge in, MillerCoors, 28–29, 128 46–48; technology for workers in, Mobi, 34–36 127–128 Mobile applications: as element of Kontagent, 151 social business design, 179–180; increasing popularity of, 170, L 180–181 Lenz, Jim, 77, 78 Mobile applications stores, 181 Levi’s, 71 Mobile content enablement, 179 LG, 90 Mobile messaging, 180 Lilley, Patrick, 35 Mobile operations, 181 LinkedIn, 33 Mobile security, 181 Listening and engagement: Mobility platform support, 179 conversational language appropriate Mohasseb, Sid, 35 Mondo, 37, 38 for, 80–81; importance in social Monty, Scott, 81 media marketing, 74–79 Morgan Stanley, Twiki, 128–129, Lloyd’s Register, 139 151 Location-based services, 179 Mountain Equipment Co-Op (MEC), London–Tottenham-sparked riots 36–40, 128, 162 (2011), 19 Moxie, 31–32 L’Oreal, 110–111, 115, 120, 121 Murdoch, Rupert, 54 Mustafa, Isaiah, 15 M MySpace, 65, 70, 169–170 Marketing: demand generation, 172; e-mail, 178; search engine N See also marketing (SEM), 173. Social Network effect, 22, 132 media marketing Networked communities, 121–122 Marketo, 172 Nielsen, Jakob, 49 Martins, Antonio, 30–32 Nupedia, 134–135 McAfee, Andrew, 127–128, 162, 166 McKinsey & Company: on benefits of O social media marketing, 66, 67; on Oaks,Jim,80–81 results achieved by social business Objectives, as step in social business methods, 26, 27, 187 design, 159–160, 164–165 Media coverage, of transition to social Online advertising, 173–174 business methods, 26, 28 Online communication, shift away Meeker, Mary, 170 from e-mail for, 32–34, 36–40, Metcalfe, Bob, 131 45–46 Metcalfe’s law, 131 Online communities: alignment of Microsites, 177 business purpose with, 51; power of, Index 237

46; required size of, 50–51; SAP Process-oriented business activities, Community Network (SCN) as 114–115 example of, 7–11 Procter & Gamble, Old Spice Online video and audio, 182–183 advertising campaign, 15–16, 164 Open community platforms, 118–120 Product development. See Social Open supply chains, 59, 124, 125, 176 product development Operations management, 152 Owens & Minor, social supply chain, R 112–113, 115, 124 Radian6, 150 Ranbaxy Pharmaceuticals Canada, P 120 Pardot, 172 Rangaswami, JP, 20 Participants, determining, 159 Ratiopharm, 30–32 Participation: by anyone, 22, 26; by reCAPTCHA, 55–56 creators, synthesizers, and Reed, David, 131 consumers, 49–50; eliminating Return on investment (ROI): barriers to, 68; preparing for and calculating, in social media taking advantage of, 66–68; in marketing, 73–74; potential, in social CRM, 101–102, 103. See also social business, 186–188 Risk management, 163 Crowdsourcing; Individual RollStream, 112 empowerment Rutkove, Seward, 118 Partner amplifiers, 120–121 Rypple, 152 Partner portals and communities, 121–122 S Peer production: as characteristic of Sales funnel analysis, 151 social businesses, 56, 57, 58; SAP, Community Network (SCN), increasing prevalence of, for 7–11, 99, 121, 151, 164, 200 knowledge creation, 46–48; of Web Scinovo, 119–120 content, 48, 93, 147 Search engine marketing (SEM), Peugeot, 76 173 Philoptima, 88 Search engine optimization (SEO), Pilot programs, 96–97, 166, 188–189, 172–173 197 Sears, 176 Pinger, Textfree app, 180 Shared value, automatically creating, Pitney Bowes, 123 22 Planning, as step in social business Shopkick, 177 design, 165–167 SiriusXM, 94 Point-to-point portals, 121–122 Social analytics, 147–148, 150–151, Power, of online communities, 46. See 178 also Individual empowerment Social business: benefits of, 137–139; Precyse, 87–88 business case for investment in, Prize4Life, 117–118 186–188; changes in business due 238 Index

Social business (continued): 32–34, 36–40; applied to female to, 20–21; defined, 11, 132; attrition problem, 28–29; applied to difficulty for traditional business to supply chain management, 30–32; transition to, 53–55; drivers of business case for investment in, transformation to, 45–48, 58–59; 186–188; focus on social business example of traditional business tenets when applying, 43–44; media successfully transitioning to, 55–56; coverage of transition to, 26, 28; in regulated industries, 152, performance benefits of, 25–26, 27; 153–155; stages of maturity of, stock trading data gleaned by, 144–145; technology as optional in, 34–36; used to provide support for 121; trends and macrotrends leading product, 40–43 to, 57–58, 60–62; unified, 73; Social business narrative, 192 unique characteristics of, 56–57. See Social business solutions, 163 also B2B social business Social business strategies: artifacts for Social business activities: integrated creating, 192–194; goals and road into workflow, 113; types of, map for, 162 114–115, 170–183 Social business supporting capabilities, Social business adoption, 195–203; 143–155; community management barriers to, 3, 212–213; beginning, as essential, 143–147; in regulated 213–214; overview of, 195–196, industries, 152, 153–155; social 203; phases of, 196–197; social analytics as, 147–148, 150–151; business units to facilitate, 205–209; social business intelligence (SBI) as, strategies for external social business 148–152 designs, 200–202; strategies for Social business tenets: on alignment of internal social business designs, online community with business 198–200; tracking, 150–151 purpose, 51, 118; on automatically Social business design: as artifact for creating shared value, 22; on social business initiatives, 192; conversational language, 80–81; on defined, 160; determining objectives eliminating barriers to participation, as first step in, 159–160, 164–165; 68; on focus on business outcomes, key elements of, 162–164; overview 23–24; list of, 216; on listening and of possible elements in, 170–183; engagement, 79; on participation by planning step in, 165–167; process anyone, 22, 118; on preparing for for, 160–162, 164; strategies for and taking advantage of adopting, 198–202 participation, 66–68; on required Social business intelligence (SBI): core size of online community, 50–51; strategies for, 149–152; described, on social business activities 148–149; as element of social integrated into workflow, 113 business design, 163–164, 178; in Social business units, 206–209 social media marketing, 82–85; Social business workforce engagement, types of, 149 127–141; activities for, 132–137; Social business methods: adopted to benefits of, 137–139; example of, improve employee communication, 139–141; as growing trend, Index 239

127–129; prerequisites for, 74–79; key performance indicators 129–130 (KPIs) for, 74; listening and Social collaboration, 133–134 engagement in, 79; preparing for Social content management systems and taking advantage of (CMS), 135 participation in, 66–68; social Social customer relationship business intelligence in, management (CRM), 99–105; B2B 82–85; strategic approaches to, social business, 122–123; barrier to 69–73 adopting, 105; benefits of, 100–101; Social networking: applied to female capabilities of tools for, 103–104; as employee attrition problem, 28–29; element of social business design, effectiveness of, 24; enterprise, 136; 174; examples of, 7–11, 40–43, 99, increasing prevalence of mobile, 101, 102; history of implementation 170; shift from e-mail to, 32–34 of, 99–100; lifecycle of, 104, 105; Social networking applications, 173 participation in, 101–102 Social product development, 87–92; Social document management systems crowdsourcing vs., 94; process for, (DMS), 135 88–90; shared creation underlying, Social human capital management 87–88; traditional product (HCM), 136–137 development vs., 87, 90–92 Social intranets, 134–135 Social supply chains: as approach to Social media: consumer, 174; B2B social business, 123–125; as creator, synthesizer, and consumer element of social business design, participation in, 49–50; defined, 175–176; example of, 112–113, 132; e-mail replaced by, 32–34, 115; optimizing, 152 45–46; external, 70–71; increasing Socialware, 152 business activities of, 11–13; Southwest Airlines, social media individual empowerment enabled marketing by, 70 by, 17–19; integrated, 71–73; Spigit, 176 local, 70; number of people using, Stick, Leroy, 78 18; rapidly changing, 43; shift to, Stock trading, social business 2; ‘‘social’’ aspect of, 130–132; methods used to glean data from, stock trading data gleaned from, 34–36 34–36 Strategic goals and road map, 162 Social media marketing, 65–85; Strategy-Nets, 30, 31 benefits of, 66, 67; calculating SuccessFactors, 152 return on investment Supply chain management, 30–32, in, 73–74; conversational language 175–176 appropriate for, 80–81; early Supply chains: open, 59, 124, 125, days of, 65–66; as element of 176; social, 112–113, 115, social business design, 170–172; 123–125, 152, 175–176 eliminating all barriers to Support. See Social business supporting participation in, 68; importance capabilities; Social customer of listening and engagement in, relationship management (CRM) 240 Index

T W Taleo, 152 WallStreetBirds, 34 Technology: social media as driven by, Web content, 48, 93, 147 2–3; social media, as optional, 121 Web presence, as element of social Teva Pharmaceuticals, 30–32, 107, business design, 176–177 111, 124, 176 Whinot, 95 ThoughtFarmer, 37 Wikipedia, 47, 93, 128, Threadless, 73, 88 134 Time Warner, 85 Wikis, 128–129 Tongal, 95 Wise Window, 34 TopCoder, 88 Workers: as area of business activity for Toyota, 75–78, 163 social media, 12, 13; individual True Blood, social media marketing of, empowerment of, 21; reorganizing 71–73 communication by, 32–34; social TurboTax, customer support for, business methods applied to attrition 40–43, 88, 101, 166 of female, 28–29 Twitter: B2B social CRM using, Workforce collaboration: as element of 122–123; business presence on, 65, social business design, 176; functions 146, 208; IBM employees using, 33; of, 133–137 mining data from, 34, 35; Old Spice Workforce engagement. See Social advertising campaign using, 15 business workforce engagement World Bank, 124, 176 U Unified communications, 137, 182 Y U.S. Cellular, 82, 84 YouTube, 15, 20, 71, 93

V Visible Technologies, 152