(^285) ■
Index
Levenstein, Aaron, 217
Li, Charlene, 55
licensing by governmental organizations, 243
Limited company, 262
LinkedIn
overview, 30 –31
users, 8
links, 105
format, 114
sharing, 43, 88 , 89
Twitter, 259
Links tab, 105
Little Club restaurant, 123
LIVeSTROnG, 248
Living Social company, 196
local businesses, 252–254
Local fan pages, 104
log files, 221
login systems in Facebook Connect, 165
logos, 162
Loopt network, 32
love as motivator, 33
Lycos search engine, 5–6
Lyons, dan, 81
M
Mad Men case study, 121–125
Mafia Wars game, 83
magazine metaphor, 109
Magellan search engine, 5–6
mailing lists, 37
making money as motivator, 33
management
change and risk, 208–209
executive, 217
project, 206
mapping customer needs to tactics, 49–50
maps
heat, 152
social networks by country, 38 , 39
marketing
advertising. See advertising
collateral, 170
educational organizations, 250
local businesses, 252
multichannel metrics, 170 –171
marketing cycle, 118, 118
marketing reach data, 138
MarketingProfs engagement Ads data, 57
Marketplace feature, 91
Mashable.com blog, 70, 173
Fan box, 168, 169
reports, 30
Maslow’s hierarchy of needs, 254
Mayo Medical School return on investment,
222–224
McCaskill, Scott, 263–265
Media Consumption metric, 132, 228
memories as motivator, 33
Mentions metric, 132–133
merchandising in monetizing applications, 211
message boards, 3
messaging
news Feed, 187
real-time, 172 –173
text, 28–29
MetaCrawler search engine, 5
metrics, 214 –221, 214 , 218–219, 221
advertising, 129–130
assigning, 71–73, 72
Insights, 226–229, 226–227
Interactions Over Time chart, 132
multichannel marketing, 170 –171
return on investment
Mayo Medical School, 222–224
perspective on, 224–226
tracking, 59
Microsoft, 15, 26
Microsoft adCenter, 179–180
Microsoft excel spreadsheets, 138, 152, 216
Microsoft Live Mesh, 142, 216
milBook site, 245
military social networks, 245
milSuite, 245
Mine That data blog, 224
mistakes
admitting, 183
correcting, 114
mobile devices for advertising, 211–212
Modest needs Foundation, 248
modifying plans, 117–121, 118 , 121
momentum hubs, 272
monetizing applications, 210 –211
monitoring, 214 –221, 214 , 218–219, 221
application outcomes, 193
plans, 117–121, 118 , 121
Moore, Geoffrey, 251
Morin, dave, 166
Mosaic web browser, 4
Most Interesting Man in the World character, 81
motivators, 33
moving averages, 140 –141, 140 –141, 152–155,
152–155, 220
multichannel marketing
A/B and multivariate tests, 171
metrics, 170 –171
multivariate testing, 143
landing pages, 233
multichannel marketing, 171
My Flickr application, 90
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