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Abbott, Susan, “Customer Crossroads,” 107 Action Metrics, 307 Adams, Roger, 42 Adbusters Media Foundation, 19 Adgabber

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Abbott, Susan, “Customer Crossroads,” 107 Action Metrics, 307 Adams, Roger, 42 Adbusters Media Foundation, 19 Adgabber 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 Atom, 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 podcasts, 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 Twitter, 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 NDEX 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 blogosphere, 60 Cadillac, Cimarron, 117 BlogPulse tool, 60, 61, 119, 144, 144, 146 Caines, Dwight, 40 Trend Chart, 146, 147 calendar services, 169, 269–273 blogs, 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 blog 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 communications 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 ■ communication by, 106 penetration, 28, 28 defining pathway for potential, 39 Digital Voodoo, 191 NDEX 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 fake blog 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 Flickr, 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,
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