Social Media Marketing

(^385) ■
INDEX
response strategy, to negative
comments, 12, 92–93, 167,
180, 186–188, 214, 231, 232
as Social CRM element, 235
response matrix (USAF/Altimeter),
12, 25, 186, 345
return on effort, 119. See also
Freshbooks
return on investment. See ROI
retweet capability (RT), 296–297,
305, 307, 308
reversed message flow, 10, 166
reviews. See ratings/reviews
RightNow, 238
Ripple6, 153
Roam, Dan, 330
Roberts, Brian, 227
ROI (return on investment)
cost avoidance and, 141, 146,
242, 339, 344
role of, 140, 141
Roncaglio, Marco, 245
root cause (negative issues), 74, 118,
244, 245. See also touchpoint
analysis
Royal Challengers Bangladore, 100
RSS, 338
RT. See retweet capability
Rushing, Haley, 56
S
SaaS (Software as a Service), 91, 133,
325, 328, 332
Salesforce.com, 25, 70, 91, 129, 171,
193, 206, 207, 235, 238, 239
Samsung Facebook tab, 94
SAP, 226
Sarbanes-Oxley, 344
Sarda, Kaushal, 111, 136
SAS Institute, 70, 124, 235, 238, 248,
254, 274, 280, 347
Saturday Night Live’s “Hans and
Franz,” 194
“scared” tweet, 73
Scoble, Robert, 86, 237, 305, 333
ScoutLabs, 46, 124, 149, 168, 239, 242
Scribd, 328, 330, 331
Scrupski, Susan, 341
“Sea World” spots, 117
search attractors, 284
search engine optimization (SEO),
283–284
Searls, Doc, 45
Second Life Islands, 97
Sedereviciute, Kristina, 291
self-directed customer support, 207,
223
Selling 2.0, 321
Selvas, Filberto, 133
Send-To-Friend, 60, 144
sentiment
automated, 148
defined, 142
polarity and, 14, 142
sentiment analysis, 146–148
SEO (search engine optimization),
283–284
Sernovitz, Andy, 10, 251
Shafer, Lori, 342
Shah, Rawn, 69
Shankman, Peter, 194, 195
shared workplace communication
tools, 76–77
SharePoint (Microsoft), 76, 91, 171,
235, 243, 253, 340, 347
sharing. See also Foursquare
content publishing and, 328–331
content sharing and, 93, 94, 167,
179, 298, 320, 325, 330, 331
game-based, 191, 195–197
as social application, 346
social networks and, 293
Shelton, Ted, 249
short posts, 148, 256, 284, 318
sifting, 236
silos, 23, 110, 156, 243, 252, 342
skiing, 267
Slide’s Top Friends, 103, 324–325
Slideshare, 66, 136, 239, 286, 328,
330, 331, 347
Slideshare’s World’s Best Presentation
of 2009 contest, 330
SM2 platform (Alterian), 46, 124,
127, 128, 129, 149, 168, 184,
235, 238, 242
Small Business Administration, 193
Small Business group (Dell), 320
Small World Labs, 91
Smarr, Joseph, 237
Smith, Brad, 329
Smith, Mari, 327
“social” (term), 10, 30
social activity, 71
social applications, 317–348
awareness and, 321, 322, 326, 328
categorizing, 321
classes of, 346
custom, 325–326
defined, 318–320
engagement and, 317–341
as fundamental term, 288
ideation and, 335–337
identity and, 318–320
planning, 341–346
in social business ecosystem,
86–96
as social business element, 63, 64
social ecosystem and, 103
social networks and, 103
social business. See also engagement;
social applications; Social CRM;
social graph
basics of, 3–26
best practices in, 191–197
challenge of, 119
collaboration and, 177–178
creating, 110 –113
defined, 31
definition of, 4, 13, 54
difficulty of, 93
elements of, 62–64
engagement process and, 20–21,
212–220
fundamentals, 53–79
as holistic, 9–10
layers of, 249
measurement and, 66–71, 78
overview/description, 54–66
participation and, 54–56, 64–65
purpose of, 211
social graph in, 297–311
“social” in, 10
social media marketing v., 10, 36,
38, 74
social networks and, 303–304
social objects in, 281–284
social technology and, 6–7, 14
Social Web and, 93
social business ecosystem, 81–106
brand outposts and, 96–102
communities and, 96–102
defined, 92
diagram of, 102–104
social business framework (Dell), 14
“Social Business Software Adoption
Strategies,” 228
social capital, 44, 151–152, 338
social causes. See causes
social channels, 33, 44, 74, 95, 111,
141, 145, 155, 178, 179, 180,
187, 236, 241, 268, 270, 345
social computing policies, 246–247
Altimeter and, 247, 254
best practices, 70
brand outposts and, 97
defined, 33
developing, 331
examples, 247
IBM, 34, 69, 76, 105, 189
Intel, 76
legal team and, 25, 224, 241,
246–247
Philips’ Consumer Business Unit
and, 245
“real world” aspect of, 261
social connection points, 176
Social CRM (social customer
relationship management),
229–254
blogger outreach and, 46–47, 61,
153
business design and, 230–238
collaboration and, 112
components of, 238
CRM v., 36–40, 112, 230–231,
235, 237, 254