Social Media Marketing

(^379) ■
INDEX
brand outposts and, 96–102
campaigns v., 102
measurement and, 71
“one identity, multiple
communities,” 310
research, 221–222
as social applications, 346
social business ecosystem and,
96 –102
as social business element, 63, 64
social objects and, 264
as social platforms, 104
“stickiness” and, 59, 296, 297,
325
community moderation, 34
Community Report, 34
Community Roundtable, 34
“Company-Customer Pact,” 236
competitive advantage, 10, 21, 37, 74,
75, 212, 214, 337
components (Social CRM), 238
connected customer, 10–11
connecting
as Social CRM element, 235
social graph and, 297–303
Twitter and, 301
connecting the dots, 156–158
connector, profile as, 83–85
Consortium for Service Innovation
(CSI), 75
Consumer Business Unit (Philips), 245
consumer-generated product reviews,
90
consumption (content consumption),
15, 16–17, 26, 32, 86, 87, 174,
175, 212, 259, 323, 331
content creation, 18, 101. See also
curation
content publishing, sharing and,
328–331
content sharing, 93, 94, 167, 179,
298, 320, 325, 330, 331
content spreading (social graph),
307–309
contest-driven engagement, 324
ContextOptional, 94, 95
Continental Airlines, 1, 12, 39, 73,
118, 119, 172, 217
conversations. See also listening;
negative comments/
conversations
conversational baselines, 167–169
listening and, 113–115
social objects and, 282–283
traditional media and, 119
The Conversation Group, 249
conversions, 133, 141, 144, 156, 158
cooking, 267
COR (Combining Operating Ratio),
184
corporate blogs, identity and, 84
correlation, 157–158, 179
cost avoidance, 141, 146, 242, 339,
344
Cotrell, Joe, 34
CoTweet, 238, 242
crawlers, 42, 47, 151, 170
creation. See content creation
cricket, 100, 256
CRM (customer relationship
management), 36–40, 112,
230–231, 235, 237, 254. See
also Social CRM
CRM Connect, 238
CRM Essentials LLC, 232
cross-network participation, 310
cross-posts, 144
Crowd Factory, 133
crowdsourcing, 191, 193–194, 322,
333–335, 338
Crowdspring, 193–194
Cryptic Studio’s Star Trek video
game, 94
CSI (Consortium for Service
Innovation), 75
Cunningham, Tasha, 43
The Cunningham Group, 43–44
curation
content creation and, 18, 101
defined, 17
engagement and, 175–176
friending and, 32
reputation systems and, 34–36,
331–333
custom social applications, 325–326
Customer Collaboration Cycle, 72
customer point of view (POV),
125–126
customer relationship management.
See CRM; Social CRM
Customer Service: New Rules for
a Socially-Enabled World
(Shankman), 195
customer service and response
systems, 236
customer support. See also support
forums
channel, Twitter and, 9
GetSatisfaction and, 207, 236,
338, 347
self-directed, 207, 223
Social CRM and, 131–135
customer touchpoints, 124
customer-driven design
as best practice, 191
IdeaStorm and, 91, 92, 193, 321,
340
Threadless and, 191–193
customers. See also participation
assistance from, 7–8, 25
connected, 10–11
delight of, 22, 117, 118, 183, 244
engagement and, 204–212
influence of, 37–40
influence path, 40
new customer influence path, 40
new role of, 29–51
outputs, 7–8
as social business element, 62–64
“Your customer has the answer,”
104
cyberbullying, 33, 35
cycles. See also purchase funnel
Customer Collaboration Cycle, 72
product innovation cycle,
111–113, 136, 252
Social Feedback Cycle, 4–11, 21,
26, 36, 190
Cymfony, 124, 168, 238
Cynapse, 243
Cyn.in, 91
D
Dachis Group, 91, 161, 163, 197, 334
Dachis Group’s Social Software Wiki,
334
Daily Show, 258
Dash, Raj, 143
data visualization, social graph and,
289
decision-support elements (Social
CRM), 123–136
Delicious, 66
delight (customer delight), 22, 117,
118, 183, 244
“delight” oriented KPIs, 73
delivery experience, Social CRM
program and, 243–245
Dell
“Digital Nomads” program, 55,
178, 199, 206, 223, 283
“Employee Storm” and, 171, 243
IdeaStorm, 91, 92, 193, 321, 340
ideation tools, 75
Johnston at, 69
Lithium Technologies and, 36,
91, 124, 132, 149, 171, 206,
238, 239, 253, 312, 347
Small Business group, 320
social business framework at, 14
Social Software Adoption effort,
69
support forums and, 132, 210,
338
“Take Your Own Path,” 55, 92,
176, 178, 206, 208, 268, 326
“Dell Hell,” 14, 39
Demand Media, 224
Deming, W. Edwards, 251
Department of Fannovation (Coke),
98–102, 178, 206, 207, 209, 334
descriptions/categories/titles/tags
(metadata), 275, 284
DeskAway, 76
determined detractors, 12
Developer’s program (Intel), 35, 36