Social Media Marketing

(^383) ■
INDEX
MAP, Sysomos, 149, 152
mapping
social graphs and, 126–128
social networks and, 304
March Madness, 99, 102
marketing
social media and, 189–191, 198
marketing touchpoints, 176
Marketing-Operations connection,
21–25, 26, 126
Marketwire, 149. See also Sysomos
Mashable, 16
Mastering Organizational
Knowledge Flow (Leistner), 70
May, Arthur Thornton, 238
Mayfield, Ross, 75, 135. See also
Socialtext
McDonald, Sean, 14
MCI, 213
McKee, Jake, 10, 34, 61, 148, 217
McKinsey & Company, 291, 339
measurement. See also social media
analytics
collaboration and, 67
communities and, 71
homophily and, 313
of influence, 312–313
listening/collaboration/
measurement, 166, 198
as must-do activity, 179–184
NPS and, 12, 119, 126, 168,
180–184, 189, 212
participation and, 67–69,
311–312
social activity and, 71
social business and, 66–71, 78
Social CRM program and,
237–238
social graph and, 294–295, 300,
311–314
of social media, 179–184
social media marketing and, 145
traditional media and, 141, 179
media. See social media; traditional
media
media mentions, 12, 54, 92, 128, 144
member activity, 144
member discovery, 301
membership level, 144, 311
Memex, 195
mentions, 12, 54, 92, 128, 144
Meredith Publishing properties, 224
metadata, 284
metrics. See measurement
microsites, 9, 61, 66, 102, 105, 178
Microsoft
“Bing-Thon,” 94
SharePoint, 76, 91, 171, 235, 243,
253, 340, 347
Windows 7 advertising and, 253
Miller, Heidi, 339, 340
Milwaukee/Cleveland choice
(airports), 208–209
Mindstorms (LEGO), 337, 339
Minggl, 308
Mishra, Gaurav, 16, 26, 326
mission control center (NASA), 114,
181
Mitsubishi, 100
moderation, 33–34
Motorola, 9
MTV, Looppa and, 18, 91
Mumbai presentation, InterOp, 136
Murray, Anjana Kher, 119, 120
must-do activities, 166–184. See
also collaboration; listening;
measurement; social media
analytics
collaboration as, 173–178
listening as, 166–173
measurement as, 179–184
“My Starbucks Idea” ideation
application, 25, 26, 96, 176,
193, 206, 252, 253, 337
MySpace, 277, 308, 309, 310, 325,
347
N
NASA mission control, 114, 181
NASCAR, 256
Nationwide Insurance, 340
NCAA fans, 99, 100, 102, 178, 208,
335
negative comments/conversations
Altimeter response matrix and,
12, 25, 186, 345
anonymity and, 8
baseline and, 167, 168
Comcast and, 226–227, 345
control of, 233–234
cyberbullying and, 33, 35
“Dyson sucks!” and, 147, 148
engagement and, 20
fear and, 10–11
flame wars and, 33, 83
gas mileage issue and, 24
hospital tweet and, 73
ignoring, 251
listening and, 114, 167, 172, 186,
214, 219, 232
measurement of, 179, 180
process issues and, 214
reputation systems and, 35
response strategy and, 12, 92–93,
167, 180, 186–188, 214,
231, 232
root cause and, 74, 118, 244, 245
sentiment analysis and, 142, 147
sharing and, 89
social media and, 4, 5
support forums and, 92–93
understanding, 40
volume measures and, 143
Walmart and, 226
Zenith Optimedia study and, 54
Neilsen’s Buzzmetrics, 124, 168, 235,
238
.NET, 91
Net Promoter Score (NPS), 12, 119,
126, 168, 180–184, 189, 212
netvizz, 291, 312
New Belgium Beer, 94, 322–324
new customer influence path, 40
Newark airport’s Continental
terminal, 172
news reporting, HARO and, 194–195
news travel
Twitter and, 13
The New Know (May), 238
NGOs, 212, 224
niche bloggers, 49, 170
Niederhoffer, Kate, 161
Ning, 310
“no surprises,” 40
Nomads program. See “Digital
Nomads”
nonprofit organizations
collaboration and, 224
Social Source Commons and, 75
Women’s Fund of Miami-Dade
County, 43–44
No-Splash Stick, 236, 337
NPS. See Net Promoter Score
O
objects. See social objects
Occam’s Razor, 156, 163
Odewahn, Andrew, 292
Ogilvy’s 360 Digital Influence, 116,
166
O’Grady, Erica, 116
Omniture, 155
“one identity, multiple communities,”
310
1–800-Flowers.com, 342
One-Click Wi-Fi, 337
O’Neill, Nick, 143, 144, 163
online communities. See communities
online living room, 19
Opel, 320
open access to information, 5–6
Open Graph (Facebook), 308, 310,
311, 312, 314
OpenSocial, 237, 310, 315
operational touchpoints, 117
Operations. See Marketing-
Operations connection
Oracle, 39, 50, 253
organic foods, 226
organizational culture, Social CRM
program and, 243
organizations, collaboration within,
134–135. See also Jive Software;
Socialtext