Index Note to the reader: Throughout this index boldfaced page numbers indicate primary discussions of a topic. Italicized page numbers indicate illustrations.

A Anderson, Chris, 250 Andreesen, Marc, 61–62 Abbott, Susan, “Customer Angry Customers Tell 3000 Crossroads,” 107 (Blackshaw), 106 action metrics, 307 animation, 63 Adams, Roger, 42 anonymous ratings, disallowing, 247 Adbusters Media Foundation, 19 anonymous survey, 138

AdGabber, 74, 75, 190 AOL (America Online), 4, 19, 73 395 Advergaming, 21 application developers, in Facebook, 75 ■ Index advertising. See also word-of-mouth , 70 American attitudes on, 17 audience backlash against, 26 connections, 304–305 direct mail, 8 defining, 291–292, 321 effectiveness assessed, 298 participation in social media creation, 34 online, 9 understanding, 310 in , 229 audio podcasting, 71, 174, 228–233 on social networks, 77 audio testimonials, 222 and Social Web, 210 automobile dealers, 129 spending on, 40 awareness, 94–95, 292 time devoted to, 6 building, 269 traditional, 290 marketers focus on, 43 trustworthiness, 20 source of, 83 Advertising Age, 19, 42, 212 advertising avoidance, 154 viewer response to, 16–19 B advertising campaign, response to, 132 backlash airline marketing, 108–109 against advertising, 26 AJAX, 305 from rebates, 105 alli, 80 bacn, 278 Always Be Testing (Eisenberg), 331 bad reviews, 247, 249 Amazon, 21 ballot stuffing, preventing in reviews and online reviews, 176 ratings, 247 reviews of reviews, 248 Bank of America Small Business America Online (AOL), 4, 19, 73 Community, 203 American Airlines, Travel Bag, 165 banner ads, 90, 165 Americans, attitudes on advertising, 17 “Banner Blindness” study, 10 analog data, vs. digital, 86–87 Barnes & Noble, 248

44026bindex.indd 395 9/3/08 7:03:01 PM baseline data reputation, 144 for marketing activities, 96 social media strategies for, 321 on relationship between marketing Bratton, Susan, “Personal Life Media,” 230 activities, 307 Brightkite, 169, 274, 275, 276, 334 sources for, 294 Friends Map, 275 Bazaarblog, 217 broadband Internet, 182 Bazaarvoice, 77, 176, 215, 256–257, 258, Brooklyn Museum of Art, smart use of 258, 259 social media, 235, 235 BBC News, 166 business model, on participation, 210 “Beach Walks with Rox,” 174 business objectives, 91–92, 309–310, 323 Bebo, 182 affirming, 320 Berners-Lee, Tim, 61–62 business, on , 219 396

Bernoff, Josh, Groundwell, 204, 205, 312 business partner, being viewed as, 138 ■ best practices, identifying, 321 business services “Beta-7,” 24 locating with mobile device, 274 n d e x I Better Homes and Gardens, 332 business social networks, 74, 188–190 Binhammer, Richard, 191 BuzzMetrics, 29, 38, 97 Bit Literacy (Hurst), 279 BzzAgent, 20 Blackshaw, Pete, 97, 280 Angry Customers Tell 3000, 106 The Blair Witch Project, 43 C , 60 Cadillac, Cimarron, 117 BlogPulse tool, 60, 61, 119, 144, 144, 146 Caines, Dwight, 40 Trend Chart, 146, 147 calendar services, 169, 269–273 , 57–59, 89, 173, 211–217, 330 call script, sample, 134 as conversation, 266 call sheet, of customers, 134–137, 135 corporate, 214–217 CAN-SPAM act, 9 frequency, 192 Cancelbot, 7 paid, gone bad, 212 Cancer InfoLink, 231 on touchpoint analysis, 107 Canter, Laurence, 6 visiting, 59 Carlyle, Kathy, 199 Blogsearch, 119, 330 censorship, 211 Blu-ray/HD DVD battle, 143 change, corporate as channel for BMW Facebook campaign, 205, 205–206 internal, 213 Boing Boing, 59, 71 channels, 44, 163–171, 164 bookmark list, remote storage, 68 to generate awareness, 94 Boomer mindset, 89 multimedia, 211–233 bounce rate, 305–306 selecting, 328–336 “brand detractor,” 100 social content, 166–167 brands social interactions, 168–169 marketers, 4 social platforms, 164–166 metrics on health, 337–338 charity, generating contributions to, 187

44026bindex.indd 396 9/3/08 7:03:01 PM checkout process, options for customer Condé Nast, 165, 332 ratings, 241 connecting to Internet, vs. “always on,” 182 Chili’s, 107, 107 connections, 303–307 Chuck (television program), 310–311, 311 audience, 304–305 Chuckssecret.com, 310 influence, 305–306 “Church of the Customer,” 107 loyalty, 307 Circuit City, support community, 196 to social feedback cycle, 304 Cisco, “Human Network” campaign, 212 connections-to-connections networks, 27 CitySearch, 169, 272 consensus class-action suit, on Honda mileage building, 238–240 estimates, 172 and marketing, 240–249 classic hoax, 24 consideration phase of purchase cycle, 79, 397

A Clockwork Orange, 17 82, 82–86 ■

clouds, 66 marketers’ perception of, 43 Index CMO blogs, 214 marketing challenge in, 269 collaboration social feedback cycle and, 157 of information creation and sharing, 34 constraints, on network connection, 53 in problem solving, need for, 14 consumer-generated media, 86–90 collective, power of, 50 intensity and polarity of, 158 collective reputation, 81 vs. marketer-generated messages, 140 Comcast, 165, 220 “consumer online service,” 4 comment-to-post metric, 306, 338 consumers. See also customers comments, in blogs, 57 control of messages, 12 commercials impact of post-purchase activities, 43 DVRs for skipping, 11 view of, 17 as interruption, 8 content metrics, 295, 299–301, 312–313 on television, 18 contributory impact of social media, 228 time devoted to, 6 control impact of, 53 by customers, 106 vs. influence, 38 mobile, 273–277 RSS for, 70 Communispace, 80, 296 conversation, quantifying, 132–149 communities, 73, 80, 195–200 conversation starters, 277 customer, 200–203 conversion, metrics on, 307 CommunityGuy.com, 59 copying data, analog vs. digital, 86–87 compact discs (CDs), 87 copyright laws, 253 company policies, on Internet use, 56 corporate blog, 214–217 competitive intelligence, 331 as channel for internal change, 213 competitors Couzin, Gradiva, Search Engine Google Alerts to monitor, 98 Optimization, 176 news feeds of, 331 credibility, 192–193, 267 CompuServe, 4, 19, 182 negative reviews and, 247

44026bindex.indd 397 9/3/08 7:03:02 PM Current TV, 90 Dell computer company, 129 “curve jumping” solutions, 333 IdeaStorm, 87, 200 customer communities, 200–203 support forums, 198–200 “Customer Crossroads,” 107 democratization, of information, 90 customer life-cycle stage, 118 “derelict blog” syndrome, 284 Customer Relationship Management detractors, 141 (CRM), 43 impact of, 128 customer satisfaction, 104 working to reduce, 132 customer service, 103 Dial Corporation, “Coast BMX Full call to, 196 Grind,” 21–22, 22 customer view, switching perspective to, 96 Digg, 244–245, 245, 250, 251, 252, 306 customers and Wall Street Journal, 254 398

actual experience, 108 digital video recorder (DVR), 10–11 ■ by, 106 penetration, 28, 28 defining pathway for potential, 39 Digital Voodoo, 191 n d e x I direct experience of brand, identifying direct control route, and influencing places, 113 crowd, 37 information sharing by, 27 direct mail advertising, 8 listening and talking to, 111 disclosure, 24, 167, 173, 192 selecting for calls, 135 disconnects between operations and value calculation, 85 marketing, 105 willingness to evangelize, 128 dissatisfied customers, communication Cymfony, 29, 38, 97, 144, 301 by, 131 Orchestra platform, 295 distribution, and digital content impact, 87 social media metrics platform, 143 DIYDashboard, 295 Do Not Call Implementation Act of 2003, 11 D Dodgeball, 169, 274, 276, 334 dashboard “dollars per point,” 40 developing, 146 Dotglu, 205 framework for, 161–162, 163 double opt-in email, 155 data DoubleClick, 9 analysis, 123–124 DSL (“Digital as a Second Language”), 63 evaluating and ranking, 119–122 DVR (digital video recorder), 10–11 gathering of touchpoints, 111–114 penetration, 28, 28 intern for collecting, 300 organization, 114–119 Dear, Brian, 334 E degree of influence, 85, 85 Earthlink, pop-up blocker, 10 Del.icio.us, 68, 97, 252 effectiveness, assessment for traditional delight, 133 advertising, 298 delivered experience, promise and, 43 Eisenberg, Bryan, Always Be Testing, 331

44026bindex.indd 398 9/3/08 7:03:02 PM Ellett, Dave, 43 Fair Isaac’s FICO forums, 203 email, 6 campaign, 23–24 Bacn and priorities for, 278, 279–280 false identity, 191 Inbox filtering, 278 Favorites lists, remote storage vs. local, 68 as “killer app,” 19 Fedak, Chris, 310 managing, 279 feedback, combining touchpoints with, eMarketer, 294 157–159 embedded applications, 77, 165 feedback loop, 38 employees, social networks to attract and Feedburner’s online toolset, 175 retain, 187 feeds, 280–282 enclosures in RSS, 71 creating for individual social actions, 265 Encyclopedia Britannica, 32 Fields, Bill, 329 399

encyclopedia, socially built online, 32 films, social media impact, 40 ■

engagement, 306 filtering, 16 Index Entertainer’s Secret, 222 value of, 17 Environmental Protection Agency (EPA), FireFox, subscribing to feed on, 72 171–172 Fiskars Brands, 34 episodes in podcasts, 229 , 64, 210, 225–227 etiquette, on Social Web, 184 Whole Foods Market on, 225–227, 226 evangelist, 84, 128–130, 130 floor traffic, 42, 116 event listing services, 169 Foreman, Richard, 318 Eventful, 169, 169, 269–271, 270 Forrester Research, 294 demand, 271 report, 12, 83 subscription to search, 273 free offers, risk of, 202 events, 269–273 FreeLine Skates, 227 expectation Friend-to-Friend, 76 based on Social Web, 291 FriendFeed, 169, 264, 266, 267, 281, vs. performance, 241 281–282 experience, 81 Friendster, 182 vs. promise, 104–105 exposure, vs. influence, 16 eye movement detection devices, 10 G Gallucci, Giovanni, 320 General Motors, Chevy Volt, 118 F generational norms, 89 Facebook, 74, 164, 182, 190, 193 Geocities, 19, 182 application developers in, 75 Gigli, 40 applications, 186 Gilliatt, Nathan, 156 Graffiti, 206 Gilmore, John, 211 for marketing, 188 GlaxoSmithKline, Consumer Healthcare, 80 ProductPulse, 75–77, 76, 160, 193 Glazier, John, 334 with Social VIbe, 186 global digital network, 87

44026bindex.indd 399 9/3/08 7:03:02 PM “Global Village,” 4–5 Hurst, Mark, Bit Literacy, 279 goal, getting started toward, 320 Hurt, Brett, 256 GoBigAlways, 215, 215 hybrid automobile, 171 Golab, Steve, 217 Hyder, Shama, 320 goodwill, generating, 84 hypermnesia, 17 Google Alerts, 98, 300, 330 Blogsearch, 61, 97 I Dodgeball, 169, 274, 334 IBM Thought Leadership, 233 for finding social media, 60 IBM Wikis, 59 Reader, 71, 266 impact, 305 Graffiti, in Facebook, 206 metrics to quantify, 295 400

Grafitti Wall, 186 impact metrics, 302–303, 315 ■ grassroots social marketing, 308–309 income, generation by social networks, 184 “Green Card” spam, 6–7 independent professionals, marketing plan n d e x I Groundwell (Li and Bernoff), 204, 205, 312 creation, 320 groups of members, impact on network individuals, vs. mass audience, 4 value, 53 influence growth, metrics on, 338–339 applying, 139–142 GSD&M Idea City, 118, 205 connections, 305–306 “Uninvited Guest” credo, 8, 155 vs. control, 38 guarantees, 21 vs. exposure, 16 and metrics, 133–139, 161 Net Promoter score and, 148 H and Social Web, 128–132 HAll, Steve, 74 Influence 2.0, 216, 217 Hallmark, 37 influencer, on call sheet, 134 Harley-Davidson, 142, 142 information heat maps, 10 creation and sharing, 34 Hewlett Packard (HP), 129 democratization of, 90 HGTV Discussion forums, 115 managing, 318 Hilton Video Review, 104, 104–105 relationships between sources, 192 Home Depot, 35–36, 42, 116–117 integrated campaigns, 45 “family days” photos, 225 integration, 94 painting demonstration, 168 intelligence gathering, 96–98 on YouTube, 224–225 Intelliseek, 29, 38 Honda, class-action suit on mileage internal change, corporate blog as channel estimates, 172 for, 213 Horrigan, John B., 90 Internet, broadband, 182 HotWired, 9 Internet Archive, Wayback Machine, 284 Hour a Day exercise, 113 Internet Explorer, subscribing to feed on, 72 Huba, Jackie, “Church of the Customer,” 107 Internet websites, growth in, 6

44026bindex.indd 400 9/3/08 7:03:02 PM interruptive advertising, 154, 184 listening and blocked advertising, 84 to customers, 111 opposition to, 318 on Social Web, 84, 143, 240, 329–331 “intrusive” advertising, 26 to start social media program, 329 value of, 326 willingness, 212–213 J listening applications, 296 Jaiku, 68 Lithium Technologies, 256 Jarvis, Jeff, 200, 212 white-label platforms, 198, 203 Jenkins, Henry, 68 Littleton, Tamara, 243 Jig-a-Loo, 308–309 LiveJournal, 182 Jigsaw, 188 location-based services, 273–277 401

Jive Software, 165, 203, 215, 255, 333 loyalty, 307 ■

to brands, 4 Index K Kaushik, Avinash, Web Analytics: An Hour M a Day, 161 Ma.gnolia, 68 Kawasaki, Guy, 333 Mangum, Ynema, 286 Keller, Ed, 291 MapQuest, 274 Kelvin, William, 92 Marchese, Joe, 188 KickApps social platform, 203 market position, metrics on, 336–337, 337 “killer app,” email as, 19 market share, and advertising spend, 40 Kim, Beth Thomas, 110 marketer-generated messages, vs. consumer- Krongrad, Dr., 231 generated media, 140 marketing connection between operations and, 41, 43 L and consensus, 240–249 Lasn, Kalle, 19 disconnect between operations and, 105 Last.fm, 269 embedded applications, 165 “Law of the Pack,” 52 location-based, 277 Lawrence, Sam, 192, 213, 215 and operations, 213 learning communities, 296 and social information, 283–286 learning curve, for audience and social media, 36–38, 80–82 participation, 321 touchpoint analysis applied to, 106–107 legal team, involvement in social media, 201 validating claim, 114 Lewis, Wyndham, 4–5 viral, 69 Li, Charlene, Groundwell, 204, 205, 312 marketing message, and touchpoints, 106 Lieb, Rebecca, 284 marketing plan LinkedIn.com, 27, 74, 75, 164, 184, 188, building, 260–262 190, 278 connection points between social profile, 193, 194 platform and, 207

44026bindex.indd 401 9/3/08 7:03:02 PM creating, 318–323 behaviors driving, 293 refining, 178 choosing, 298–303 social media, 234–235 content, 299–301, 312–313 social media as component, 268 gathering, 295 marketing tool, ratings, reviews and and influence, 133–139 recommendations on, 239 and questions addressed, 160 Mashable, 59 selecting, 336–341 mashup, 89 growth and profits, 338–339 mass audience, 5 market position, 336–337, 337 McClure, Tim, 155 social feedback cycle and, 294, 299 “Uninvited Guest” credo, 8 for social media, 145, 159–163 McConnell, Ben, “Church of the time spent, 305 402

Customer,” 107 verifying, 340–341 ■ McKee, Jake, 243 what and where, 294–295 McLuhan, Marshall, 4–5 microblogs, 66–69, 174, 217–220 n d e x I measurement, planning for, 308–315 spam on, 219 measurement dashboard MikonMixers, 271 developing, 146 Mikons, 193 framework for, 161–162, 163 Millennials, 89 media. See also social media social experiences, 81 consumer-generated, 86–90 view of Social Web, 63 measurement, 28 Miller Brewing, 167 saturation, 16 Minggl, 169 traditional vs. social, 81–82 mistakes, public correction of, 84 MediaPost, 26 mobile audio device, for podcasts, 232 meetups, 334 mobile communications, 273–277 member communities, 19 warchalking, 284, 285, 285 memes, 144 mobile phone companies, 129 Menchaca, Lionel, 219 Modem Media, 9 Mercedes, 117–118 moderators, of community forums, 197 Meredith Publishing Group, 165, 332 Montague, Ty, 24 message boards, 195–200 Mountain Headwear, 160 messages, consumer control of, 12 MP3 recorder, 113 Metacafe, 64 multimedia, 61–66 Metcalfe, Robert, 51 presenting offline, 98 Metcalfe’s Law, 51–52, 52 multimedia channels, 211–233 metrics, 92–93, 142–149 multimedia sites, 64 action, 307 survey of, 63 associated with impact, 302–303, 315 multitasking, 265 associated with relevance, 301–302, Myers, Jack, 26 313–314 MySpace, 74, 75, 160, 164, 182, 187 basis for, 290–298 space used for ads, 184, 185

44026bindex.indd 402 9/3/08 7:03:02 PM N One Laptop per Child, 59 “one of the leading...,” 115 Nail, Jim, 3, 12, 216 online advertising, 9 Napster, 86 online conversations, measurement, 295 National Broadcasting Company (NBC), 51 online marketing, 80 National Center for Supercomputing spending levels for films, 40 Applications (NCSA), 61 online reputation, building, 156 National Science Foundation (NSF), 4 online reviews, 98 NearThis.com, 174 online services, 4 negative Net Promoter score, 141 open publishing, 89 negative reviews, 247, 249 operational touchpoint, 290 Nestlé, inbound communications, 110–111 Operations 403

net profitability of customer, 85 connection between marketing and, 41, 43 ■

Net Promoter score, 127–128, 129, 244 disconnect between marketing and, 105 Index benefits, 131 involving in planning, 261 computing, 141 and marketing, 213 and presentation development, 327, 328 touchpoint analysis applied to, 106–107 on report card, 162 opportunity, defining, 323–328 network value, 50, 77 Orbitz, 9 groups of members impact on, 53 Orkut, 182 New Media Strategies, 29 outbound touchpoints, 110 news feeds, of competitors, 331 outreach, 331–336 niche content, 250, 251 Owyang, Jeremiah, 195, 321 creating place for, 252 Nielsen | BuzzMetrics, BlogPulse tool, 29, 97, 295 P Nielsen, Jakob, 10 Parents magazine, 332 Nielsen Media Research Study, 16, 28–29 Parker, Tracy LaQuey, 7 Nike running shoe, 66 participation, 80–82, 272 instructions, 38–39 in blogs and wikis, 60 Ning platform, 74 business model on, 210 Nowak, Craig, 7 in online community, 81 in Social Web, 190–194 O “pass-alongs,” 161 passive ad avoidance, 10 objectives performance defining, 291–292 vs. expectation, 241 identifying, 170 plan to impact, 123 observations, in touchpoint analysis, 112 performance parameter, 119 O’Connor, Kevin, 9 performance rights, online, 253 off-topic content, in reviews, 243 permanent communication, online, 57

44026bindex.indd 403 9/3/08 7:03:02 PM permissions product bundles, 257 for links, 89 ProductPulse, 75–77, 76, 160, 193 to take photos, 112 profanity, in reviews, 243 personal icon, creating, 193 profitable customer, 85 “Personal Life Media,” 230 profits, metrics on, 338–339 personal social networks, 184–187 project proposal, developing, 322 PersonalLifeMedia/DishyMix, 64 promise, vs. actual experience, PersonalLifeMedia/Living Green, 233 104–105, 324 Petco, 258, 258, 259 ProstateNet.org, 174, 231 Petry, Jeff, 43 purchase cycle, consideration phase of, 43 Pew Internet Project, 90 purchase funnel, 39 Photobucket, 64, 210 information to map traditional, 96 404

photos, 112 map of, 99, 99–100 ■ sharing, 222–223 and social feedback cycle, 42, on social networks, 193 42–43 n d e x I .fm, 264 social media and, 40–41, 91, Planet Feedback, 97, 106 171–179 Plaxo, 164, 188 purchase validation tool, social feedback Plaxo Pulse, 74, 75 cycle as, 83 plotting, touchpoints, 120–122, 121 purchases, adding related items, 176 Pluck Sitelife platform, 165, 196, 203, 247 “pushback,” 6–11 Plurk, 67 podcasts, 71, 174, 228–233 subscription to, 232, 233 Q point-of-purchase efforts, marketers focus quantifying conversation, 132–149 on, 43 point-of-sale, 79, 95–96, 175–178, 297 defensive or offensive program, 97 R political attack ad, 140 Radio Corporation of America (RCA), 51 pop-up, 9, 155, 210 Rand, Paul, 100 pop-up blocker, 9–10, 154, 210 random subset of customers for calling, post-to-comment metric, 306, 338 135–137, 136 potential customers, defining pathway Randomizer.org, 136 for, 39 ratings, 174, 238, 240–242, 330 Powered, 43 adding, 245 Powers, Hilary, 21, 89 platform, 257 Pownce, 67 reach component, of media pricing presentation of data, standardized, 146 models, 51 presentations, creating, 322 RealMadrid America U.S.A. Supporter’s problem solving, 220 Club, 203 Prodigy, 4, 182 RealMedia, media player, 98

44026bindex.indd 404 9/3/08 7:03:02 PM rebates, 105 S recommendations, 174, 239, 244–245, 330 safe user-generated content, 243 adding, 245 San Francisco, naming rights to Candlestick applying, 253–255 Point, 154–155 platform, 257 Sarnoff’s law, 51, 51 on social campaigns, 139 satisfaction surveys, limitations, 131 recordings, 112 satisfied customers, vs. evangelist, 130–131 Reddit, 333 Schwartz, Josh, 310 Reed, David P., 53 Scoble, Robert, 44, 139, 306 Reed’s Law, 52–54, 53 scoring survey, 140–141 Reichheld, Fred, 127–128 Seagate Support Community, 197, 197, 405

The Ultimate Question, 128 198, 256 ■

relationships Search Engine Optimization (Couzin), 176 Index social media and development, 283 Sears, 21 release forms, for photos and videos, 223 Seesmic, 64, 67, 71, 174, 219, 219, 220, 221, relevance, 119, 305 264, 333, 334 of social media channels, 297 Sega, “Madden 2004,” 24 relevance metrics, 295, 301–302, 313–314 Send-to-a-friend actions, 306 ReplayTV, 10 Sernovitz, Andy, 240 report card Sheep Throwing, 165, 166 developing, 146 Shell Global Solutions, 233 framework for, 162 Shultz, Howard, 109 reputation, 80, 267 Siegel, Martha, 6 building online, 156 Silicon.com, 166 Resident Evil: Extinction, 40 Simmons, Virgil, 231 return on investment (ROI), 28, 93, 308 Slate Podcasts, 233 reviews, 174, 239, 242, 242–243, 330 Slide, 75, 186 adding, 245 slide software on Amazon, 176 effective use of, 322 negative, 247 for social media plan, 341 platform, 257 SMS/text-based services, 275 risk, audience response to, 323, 325 social applications, getting familiar with, RockYou, 75, 186 56–61 Rodale, 332 , 68, 69 ROI (return on investment), 28, 93, 308 social campaigns, recommendations on, 139 RSS (Really Simple Sindication), 70–73 social content, 166–167, 330, 333 for blogs, 266 collecting and organizing, 70 RSS/Atom subscription icons, 72, 72 creation, 295–296 RSS reader, 71 relating to specific offers, 297 Ruskin, Gary, 154 social context, 60–61

44026bindex.indd 405 9/3/08 7:03:02 PM social feedback cycle, 41–43, 83, 325–326 social media plan connections to, 304 elements in, 340–341 creating, 90–101 written and slide presentation, 341 marketing efforts focused on, 86 social networks, 50–54, 73–77, 182–194 and metrics, 294, 299 advertising on, 77 and purchase funnel, 42, 42–43 banner ads on, 165 quantifying, 157–163 business, 74, 188–190 and rebates, 105 early, 4–5 relating data connection to, 148 getting acquainted with, 189 social information integrated marketing tools, 166 making sense of, 168–169 personal, 184–187 managing, 265–269 on world map, 183 406

events and calendars, 269–273 social performance, methods for ■ feeds, 280–283 computing, 128 SMS and mobile communications, social platforms, 164–166, 203–208, n d e x I 273–277 332–333 status notices and Bacn, 277–280 connection points between marketing and marketing, 283–286 plan and, 207 social interactions, 168–169, 264–265, for listening, 330 331, 334 social standing, 267 social marketing, grassroots, 308–309 Social Vibe, 165, 186, 187–188, 193 social media, 31, 139–142 Social Web accuracy, 34–35 and advertising, 210 application in marketing and avoiding surprises, 139 advertising, 13 connections, 27, 264–265 beginning, 55–56 etiquette on, 184 contributory impact of, 228 expectation based on, 291 defined, 32–35, 249 failure to participate in, 81 differences, 154–157 forerunners, 19 elements, 44–46 and influence, 128–132 as guidepost, 38–43 as listening platform, 84 impact on purchase funnel, 40–41 Millennials’ view of, 63 legal team involvement, 201 participation in, 190–194 and marketing, 36–38, 80–82 and purchase funnel, 39 marketing plan, 234–235 rise of, 26–28 metrics, 84–85, 145, 159–163 risk as outreach tool, 143 and purchase funnel, 91, 171–179 social feedback cycle and, 99 rise of, 12 and touchpoints, 104–107 successful use, 114 transparency, 24 vs. traditional media, 33, 81–82 SocialMediaToday, 59 social media campaign, 153 SocialThing, 264

44026bindex.indd 406 9/3/08 7:03:02 PM Sonico, 182 Telephone Consumer Protection Act Sony, Backstage 101, 292–293 of 1991, 11 Sony Ericsson, 23, 24 telephone marketers, 11 campaign objective, 25 television, commercials on, 18 Sony Tristar, 319 television networks, 5 Soulja Boy, 224 Tell-a-friend feature, 176–177, 306 Southwest Airlines, 87, 108–109, 129, 130 testing, 331 spam, 155, 174, 279 text services, 275 expense of, 9 costs, 276 on microblog, 219 and film success, 40 opposition to, 7–8 3Com, 51 “spammer,” 7 time, social media change over, 34 407

Spock.com, 27 time to market, 256 ■

spreadsheet, for dashboard and report TiVo digital video recorders, 10 Index card, 162 touchpoint analysis, 106–107, 112, 115 standardized data presentation, 146 data organization, 114–119 Starbuck’s, 109, 182, 200 by channel, 116 MyStarbucksIdea forum, 87 by customer, 117–118 Starfish model of social media, 44–45, 45 by function, 116–117 status notices, 277–279 by stage, 118 Storer, Jim, 217 relating data connection to, 148 Strasser, Chris, 160 touchpoint map, 55, 56, 120–122, 121, StumbleUpon, 68, 69, 252 157–158 subscription and presentation development, 326–327 to Eventful search, 273 as useless blob, 122 to podcasts, 232, 233 touchpoints, 290 success, definition, 200 assessing, 120 Superbad, 40 assigning scores to, 119 support forums, 147, 195–200 combining with feedback, 157–159 sustained awareness, 94 data gathering, 111–114 high-importance, low-performance, 123 identifying, 108–110 T plan to impact performance, 123 tagging, 66–69 plotting, 120–122, 121 Tangent Design, 9 quantifying, 110–125 target social efforts, 228 and Social Web, 104–107 TechCrunch, 195 traditional media forms, 83 Technorati, 60, 61 vs. social media, 81–82 Techrigy, 97, 330 transparency, 20, 25, 192 Social Media Dashboard, 295, 296 in corporate blog, 211–212 TED Blog, 216, 216–217 in Social Web, 24 Ted Talks, 233 trends, sources for, 294

44026bindex.indd 407 9/3/08 7:03:02 PM triggers, for conversation, 185 W Tripod, 19, 182 trust, 12–14, 140 Wal-Mart, 212 feigned, 23 campaign objective, 25 in word-of-mouth, 20 fake blog campaign, 23–24 Tufte, Edward, 322 Wall Street Journal, and Digg, 254 Tumblr, 67 Walters, Larry, 21 TV advertising, 184 Walton, Sam, 260 time spent watching, 58 Waterbury, Todd, 24 Twitter, 67–68, 70, 71, 88, 104, Weather.com, space used for ads, 174, 217, 218, 264 184, 185 connecting offline & online Weaver, Pat, 5, 18 408

behaviors, 274 Web Analytics: An Hour a Day ■ exploring, 220–221 (Kaushik), 161 feeds to monitor, 280 web browsers, pop-up blocker as n d e x I responding to customers on, 87 add-on, 10 TwitterHandbook.com, 220 websites, metrics on traffic, 143 Twitterholic.com, 218, 218 Wet Paint, 165 white-label platforms, 166, 177–178, 195–203, 255–258 U examples of use, 165 The Ultimate Question (Reichheld), 128 whitelist world, 154 “Uninvited Guest” credo, 8, 155 Whole Foods Market, 187 United States Postal Service (USPS), 8 on Flickr, 225–227, 226 Upcoming, 270, 271, 272 Who’s Online link, 199 USA Today, 203, 332 Wikipedia, 32–34, 58, 59 member profile, 333 on setting up a blog, 214 wikis, 57–59, 89, 165, 333 Williams, Carson, 167 V willingness to act, 213–214 Vampire Bites, 165, 166 “Wine Library TV,” 174 Vespaway blog campaign, 284 Winer, Dave, 71 video podcasting, 71, 174, 228–233 WOOD magazine community, 165 videos woodworking, wiki dictionary presenting offline, 98 for, 165 sharing, 222–223 word-of-mouth, 171 viral marketing, 69, 158, 292 advertising, 13 voting process, 249–253 early online, 19–26 Voyager deep space program, funding positive references to negative, 291 request, 323, 324 sharing by users, 16

44026bindex.indd 408 9/3/08 7:03:02 PM social media to spread, 41 Y trust in, 20, 43 Word of Mouth Marketing Association, Yellow Pages, 54 173, 240 YouTube, 64, 98, 104, 104–105, 167, 210, world map, and social networks, 183 224, 251 written word, 57 Home Depot on, 224–225 promoted (paid) videos, 250 X Z XFN (XHTML Friend’s Network) Links, 191, 192 Zappos, 87, 177, 177 Zenity Optimedia, 43 409 ■ Index

44026bindex.indd 409 9/3/08 7:03:02 PM