378
i n d e x■B-list bloggers, 46
blogger outreach programs, 46–47,
61, 153
blogging
A-list bloggers, 46, 170
B/C/D list bloggers, 46
collaboration and, 19
corporate blogs/identity and, 84
niche bloggers, 49, 170
Occam’s Razor, 156, 163
Posterous blogging platform, 99,
178, 206, 207, 291
PR Measurement Blog, 179
BlogHer, 59, 61, 176, 231, 292
Boeing, 114
Boingo, 172
Borland, 249
bounce rate (Web analytics), 154,
156, 158, 311
Bowles, Jerry, 322
Brady, Diane, 98
brand ambassadors, 36, 119, 176, 345
brand compliments, 128
brand outposts, 65–66, 143, 180,
221, 250, 285, 320, 327
communities and, 96–102
social business ecosystem and,
96 –102
brand touchpoints, 234
Branded! (Shafer and Brennan), 342
branded business channels, 328
branded microsites, 9, 102, 178
Bratton, Susan, 197
Brennan, Bernie, 342
Brightkite, 195
Broadband Mechanics, 91
Bryant, Jay, 34
BuddyMedia, 94, 95
Budweiser Facebook tab, 94
building blocks (social business). See
engagement; social applications;
Social CRM; social graph
“Bullseye Gives,” 94
bullying, 33, 35
Burrp, 16
bus schedule example, 13
Bush, Vannevar, 195
business. See social business
“Business Advice from Van Halen,”
183
business analytics, 158–162, 163,
180–184, 241, 274
business decisions, social technology
and, 109–127
business design, Social CRM and,
230–238
business objectives, social technology
and, 343–344, 347
Business Pages (Facebook), 65, 67,
68, 291
business-to-business (B2B)EDS (now HP Enterprise Services)
and, 276
Element 14 and, 54, 55, 178, 303
Evans, M., and, 329
Formaspace and, 180–181, 182
Grasshopper and, 48–49, 146
pre-sales funnel and, 160
Social Feedback Cycle and, 5
Social Media Today and, 321, 322
social objects and, 274
Soho Publishing and, 44–45
“Take Your Own Path” (Dell)
and, 55, 92, 176, 178, 206,
208, 268, 326
BusinessWeek, 48, 97, 98
buying followers, 324
Buzzmetrics, 124, 168, 235, 238
BuzzStream, 41–42, 46, 47, 49, 70,
96, 124, 127, 128, 129, 146–
147, 149, 150, 151, 152, 170,
235, 238, 242, 250, 312
applied knowledge transfer and,
70
Grasshopper and, 49
influencer dashboards, 41, 42, 150
social graph and, 41–42
tools, 46, 47
C
Caddell, Bud, 68
Café Coffee Day, 186–187, 188, 225,
236
campaigns, communities v., 102
Cantor, Marc, 237
capital, social, 44, 151–152, 338
Carey, Robin, 322
cases
Formaspace, 180–181, 182
Grasshopper, 48–49, 146
Social CRM use cases, 239
SoHo Publishing, 44–45
Women’s Fund of Miami-Dade
County, 43–44
categories/descriptions/titles/tags
(metadata), 275, 284
causation, 157–158, 179
causes (social causes)
Bengal Tigers/Aircel and, 271, 272
Found Animals and, 263,
265–266
Habitat for Humanity and, 270
“higher calling” and, 56–59, 64,
104, 176, 178
as social objects, 268–272
Susan G. Komen Foundation and,
270
Tyson Foods “Hunger All-Stars”
program and, 270, 271, 272
centrality, 306, 307
change (avoidance of change),
185 –189
listening v., 188 –189negative conversations and,
186 –187
status quo and, 185–186
change agents, 53, 71–77, 186
chief marketing officers. See CMOs
Cisco, 340
CitySearch, 16
Cleveland/Milwaukee choice
(airports), 208–209
C-list bloggers, 46
cloud computing, 83
Cloud Connectors, Appirio, 238
Cluetrain Manifesto, 45
CMOs (chief marketing officers), 72,
145, 146, 183, 291, 321
Coca-Cola organization
Facebook and, 9, 98
Fannovation campaign, 98–102,
178, 206, 207, 209, 334
Freestyle vending machines, 9
NCAA fans and, 99, 100, 102,
178, 208, 335
Pinakatt and, 98
collaboration. See also internal
collaboration
Ant’s Eye View and, 173–174
blogging and, 19
business and, 177–188
Customer Collaboration Cycle, 72
defined, 19–20, 26
engagement and, 221–224
enterprise collaboration platforms
and, 253
as future-oriented process, 39
listening/collaboration/
measurement, 166, 198
measurement and, 67
as must-do activity, 173–178
nonprofits and, 224
within organizations, 134–135
relationships and, 296
social business and, 110
Social CRM and, 112
as Social CRM element, 235
social technology and, 15
tools for, 75
workplace, 339–341
collaborative design, 191–193. See
also customer-driven design
Combining Operating Ratio (COR),
184
Comcast, 9, 226–227, 236, 257,
320 –321, 345
“The Coming Change in Social
Media Business Applications:
Separating the Biz from the
Buzz,” 321
commerce analytics, 161
commerce optimization, 124
Communispace, 222
communities (online communities).
See also specific communities