380
i n d e x■“Diary of a Shameless Self-
Promoter,” 340
Digg, 144, 327
“digital divide” issue, 77
“Digital Nomads,” 55, 178, 199, 206,
223, 283
“digital word-of-mouth,” 5
discoverability, 275, 283–284, 285
discussion forums, 13, 54, 74, 224,
276, 280, 295
display ads, 259
Disqus, 332
DIY (do it yourself)
platforms, 207
plug-in components, 332
D-list bloggers, 46
do it yourself. See DIY
Dodgeball, 195
donor programs, 7, 43, 44, 154, 189
dots (connecting the dots), 156–158
“downstream,” 251
Drucker, Peter, 211
Drupal, 76, 91, 275, 332
DrupalCon, 305
Dubai’s Emirates (Airline), 218
Dyson, Esther, 9, 148, 175
Dyson bladeless fans, 123, 148
“Dyson sucks!”, 147, 148
E
earning authority, 35
eBay, 226
Echo, 332
Edelman Trust Barometer, 48, 50
EDS (now HP Enterprise Services),
276
Eighties Night (JetBlue’s T5), 218–
219, 220
Electronic Frontier Foundation, 303
Element 14, 54, 55, 178, 303
e-Marketer study, 145
embedding, 43, 65, 131, 148, 275,
318, 326, 328, 330, 331
“Employee Storm” (Dell), 171, 243
employees
as social business element, 62–64
engaged customers, responding to,
214 –218
engagement, 203–228
advocacy and, 211–214, 225–227
collaboration and, 221–224
consumption and, 175–176
contest-driven, 324
as customer activity, 204–212
extending, 221–227
innovation and, 112, 235–237
need for, 4
points, 206–207
process, 15–21, 26
social applications and, 317–341
social business and, 20–21,
212–220Social CRM and, 39
Social Web and, 11–21
“think like a fish” approach and,
204–206
traditional media and, 11, 15, 21
transparency and, 207, 208
trust and, 210–211
“Engagement Ad,” 21
“Engagement db 2009” (Altimeter
report), 225, 228
engagement points, 206–207
Engeström, Jyri, 257, 285
Enterprise 2.0, 248–253
applications/tools, 339, 340, 341,
342, 346, 347
enterprise collaboration platforms
and, 253
internal collaboration and,
248–253
“Relevance of Enterprise 2.0 for
HR” and, 252
as social application, 346
Social CRM program and,
250–253
Socialtext and, 31, 75, 76, 78, 91,
135, 137, 171, 185, 235, 253,
339, 340, 347
“The Estuary Effect,” 252
Evans, Dale, 110, 120, 124
Eventful, 16
existing social objects, 266–272. See
also causes; lifestyles; passions
exposure
interruption and, 259
listening and, 172
ExpressionEngine, 275, 332
extending engagement, 221–227
extensions, social network, 325–328
external social networks, 92
external/internal participation, 69
F
Facebook
activity feeds, 296, 310
Aircel voicemail application and,
65, 66, 103, 271, 326, 331
API, 103, 298, 347
brand outposts and, 65, 66, 97
BuddyMedia and, 94, 95
Budweiser and, 94
Business Pages, 65, 67, 68, 291
business presence on, 303
Coca-Cola organization and,
9, 98
ContextOptional and, 94, 95
customer service and response
systems and, 236
Dell and, 92
display ads, 259
Found Animals and, 265
Friend2Friend and, 94, 322–323friends and, 324
Gold’s Gym and, 94, 223
identity and, 319
KickApps and, 309
Like button, 308, 326, 327, 331
McKinsey’s Facebook page, 291
Minggl and, 308
netvizz and, 291, 312
Open Graph, 308, 310, 311, 312,
314
Pandora and, 326
profile completion and, 319
purpose-built applications and, 94
“reconnect” program and,
299–300
Samsung and, 94
social presence and, 86
SocialVibe and, 63, 103, 318,
320, 321
Step Change Group and, 94
Super Wall and, 63
Top Friends and, 103, 324–325
Tweet in Klingon v., 95
weak ties and, 153
Webtrends for, 145, 155
YouTub e v., 32
Facebook Marketing: An Hour a Day
(Treadaway and Smith, M.), 327
Faceconnector, 235, 238
Fannovation campaign (Coke),
98–102, 178, 206, 207, 209, 334
fans (Dyson bladeless fans), 123, 148
fans (NCAA fans), 99, 100, 102, 178,
208, 335
Fast Company’s “Business Advice
from Van Halen,” 183
fear, 10–11. See also negative
comments/conversations
feedback cycle. See Social Feedback
Cycle
FG SQUARED, 85
findable social objects, 283–284
fish
“fish where the fish are”
approach, 14, 178
“think like a fish” approach,
204–206
Fisher Body, 213
flame wars, 33, 83
Flickr, 256
flight delays. See airline flight delays
flowers, 116, 117, 118, 342. See also
Freshbooks
1–800-Flowers.com, 342
followers, buying, 324
following (online social connection),
32, 33, 34, 37, 41
Folly Gallery, 323
Formaspace, 180–181, 182
Formula 1, 256
Forrester Research report, 337
Fortune 500 company, 229