384
i n d e x■Orkut, 59, 60, 61, 63, 65, 66, 86, 88,
92, 95, 143, 288, 325
outbound marketing, 111, 126, 144,
250
outposts. See brand outposts
outputs, 7–8
Owyang, Jeremiah, 50, 204, 239, 288
Oxton, Greg, 75
Oxyme, 124, 151, 250
Ozzie, Ray, 77
P
pages viewed/time spent, 23, 67, 125,
154, 155, 158, 311
Paine, K. D., 162, 179
Pampers, 260, 263
Pampers Village community, 259–
260, 278
Pandora, 326
participation
curation and, 17
customers and, 50, 55–56
Dell and, 14
engagement and, 11
external, 69
internal, 69
measurement and, 67–69,
311–312
passion and, 56–59
relative, 68
social businesses and, 54–56,
64–65
partisanship visualization, 292
Passenger (research community
provider), 222
passions, 268
“higher calling” and, 56–59, 64,
104, 176, 178
participation and, 56–59
Red Bull University and, 268, 269
Refresh project and, 176, 177,
268, 292, 334, 335
“Take Your Own Path” and, 55,
92, 176, 178, 206, 208, 268,
326
passports, 61
Patil, DJ, 304
pay it forward, 46, 48
Pearson, Bob, 14, 251
Penn State’s “Outreach” program,
77, 331
Pepsico, 59
“The Juice” campaign, 59, 61,
231, 278, 282
Refresh project, 176, 177, 268,
292, 334, 335
Trop50 and, 59, 263, 282
personally identifiable information,
300
pets (as social objects), 265–266
PGi (Premiere Global), 84–85, 206
PGiConnect, 84, 85, 91, 206, 275Philips
Consumer Business Unit and, 245
Socialcast and, 171, 235, 340, 347
Pinakatt, Prinz, 98
Pizza Hut, 342
pizza shop, 229
planning social applications, 341–346
PLATO Notes, 77
Pluck, 224
Pluggd.in, 16
point of view. See customer point of
view
point-based reputation systems, 68
polarity, 14, 142. See also sentiment
post frequency (influencer analytics),
149
Posterous blogging platform, 99, 178,
206, 207, 291
P OV. See customer point of view
Powered, 91, 104
Powered by Pluck, 224
PR Measurement Blog, 179
Premiere Global. See PGi
pre-sales funnel, 160
presence, 86
around social objects, 262, 264
building, 62–63
spend-driven programs and,
59 – 61
on Twitter/Facebook, 303
primary social media analytics, 144
product innovation cycle, 111–113,
136, 252
product reviews, consumer-generated,
90
profile completion, 71
Facebook and, 319
importance of, 298
LinkedIn and, 71, 85, 298, 299,
324
measures of participation and,
312
PGiConnect and, 85
reputation system and, 35, 320
Twitter and, 300, 319
profiles (social profiles), 82–86. See
also identity
as connector, 83–85
identity and, 82–84
PGi and, 84–85, 206
social graph and, 85–86
PROFS (IBM), 76
Progressive Insurance, 6, 76, 181, 184
purchase funnel, 4–11, 110, 126,
160, 177, 180, 189, 190, 204,
211–212, 254. See also Social
Feedback Cycle
purpose-built applications, 94–96
Q
quilting, 258, 267
QVC, 158R
Radian6, 124, 129, 168, 238, 239,
250
Radio Shack, 91, 104
Ramachandran, Anjali, 333, 334
Rand, Paul, 12
Rapleaf, 235, 238, 242, 293–294
ratings/reviews. See also curation
airlines and, 12
Bazaarvoice and, 12, 124,
145–146, 160, 226, 332
commerce optimization and, 124
curation as, 17
easy usage of, 332
The Good Guide and, 89, 90,
140, 341
prior to, 6
SAS Institute and, 70, 124, 235,
238, 248, 254, 274, 280, 347
WebSphere and, 124
Yelp.com and, 6, 30–31, 232
reach (influencer analytics), 149
ReadWriteWeb, 289, 318, 334
“Real Women, Real Voices”
campaign, 43
“real world” aspect (social
computing), 261
recognition, 9, 175
“reconnect” program (Facebook),
299–300
Red Bull logo, 263
Red Bull University, 268, 269
referrer URL, 155
Refresh project (Pepsi), 176, 177, 268,
292, 334, 335
Reichheld, Fred, 126, 180, 212. See
also Net Promoter Score
relationships, 295–296
relative participation, 68
“Relevance of Enterprise 2.0 for
HR,” 252
reputation, 35
Reputation Engine, 238
reputation management systems, 33,
34–36, 68, 275
content creation and, 18
curation and, 34–36, 331–333
defined, 35
importance of, 35–36
point-based, 68
profile completion and, 35, 320
status community and, 292
values-based communities and,
293
research communities, 221–222
responding
customer service and response
systems and, 236
to engaged customers, 214–218
listen intently, respond
intelligently, 166–173