notes

When using these notes, keep in mind the following:

• To see sites cited in these footnotes, you don’t need to enter long, complicated Web addresses. To simplify your access to these sites, we put them all into an online Delicious account. You can see all the site links with descriptions and tags by going to http://delicious.com/empowerednotes. To see all the notes for a given chapter, find the space labeled “Type a tag” and enter a chapter number with no space (for example, “chapter10”), then click on the arrow. You can get the same result by extending the Delicious Web address with the chapter number (for example, http://delicious.com/empowerednotes/chapter10). Similarly, you can find all the links for notes regarding a topic by using the tag for that topic (for example, “customerservice”) or all the links regarding a company by typing the tag for the company name (for example, “Intuit”).
• When a note references a Forrester report, only current Forrester clients can see the full report. Others viewing the report’s Web address will see an abstract of the report.
• Regarding data: Most of the consumer and workforce data cited here comes from Forrester’s North American Technographics Empowerment Online Survey, Q4 2009 (The base is U.S. online consumers (in chapters 1 through 6) or information workers (in chapters 7 through 14), unless otherwise indicated. Forrester conducted this survey in November 2009, reaching 10,111 U.S. individuals aged 18 to 88. For results based on a randomly chosen sample of this size (N = 10,111), there is 95% confidence that the results have a statistical precision of plus or minus 1% of what they would be if the entire population of U.S. online individuals aged 18 and older had been surveyed. Forrester weighted the data by age, gender, income, broadband adoption, and region to demographically represent the adult U.S. online population. The survey sample size, when weighted, was 10,044. (Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels.) Please note that this was an online survey. Respondents who participate in online surveys in general have more experience with the Internet and feel more comfortable transacting online. The data is weighted to be representative for the total online population on the weighting targets mentioned, but this sample bias may produce results that differ from Forrester’s offline benchmark survey. The sample was drawn from members of MarketTools’s online panel, and respondents were motivated by receiving points that could be redeemed for a reward. The sample provided by MarketTools is not a random sample. While individuals were randomly sampled from the MarketTools panel for this particular survey, they had previously chosen to take part in the MarketTools online panel.

chapter 1

1. Her rant about the Maytag, titled “Containing a capital letter or two”: See Heather Armstrong’s August 28, 2009, blog post “Containing a capital letter or two” on the blog Dooce, http://www.dooce.com/2009/08/28/containing-capital-letter-or-two.

2. Her book about mothering and postpartum depression: It Sucked and Then I Cried: How I Had a Baby, a Breakdown, and a Much Needed Margarita by Heather Armstrong (Simon Spotlight Entertainment, 2009). Heather will also be appearing soon in a show on the HGTV cable channel.

3. Whirlpool monitors social media: Whirlpool told us it now has a “digital detectives” program and often responds to people it detects in social applications like Twitter who are having problems. It also has Twitter accounts for various brands, including @GladiatorGW, @JennAirUSA, @KitchenAidUSA, and @AmanaStyle. In February of 2010, several months after the problems Heather Armstrong had, it added the @MaytagCare Twitter account. The company has also changed its policy with regard to Twitter responses and now responds publicly in social channels rather than just trying to connect with people in private channels like email and telephone. For an example of Whirlpool’s current social outreach, see Laura Northrop’s February 10, 2010, blog post “Facebook and Twitter Complaint Gets Dead Whirlpool Oven Fixed” on the blog The Consumerist, http://consumerist.com/2010/02/facebook-and-twitter-complaint-gets-dead-whirlpool-oven-fixed.html.

4. Forbes writes a story about it: “A Twitterati Calls Out Whirlpool” by Parmy Olson, Forbes, September 2, 2009, http://www.forbes.com/2009/09/02/twitter-dooce-maytag-markets-equities-whirlpool.html.

5. When Sacha Baron Cohen’s Brüno came out, ticket sales on the first weekend were already dropping on Saturday and Sunday: According to Infegy’s Social Radar, negative buzz around BrÜno was evident and could be responsible for the quick decline between Friday and Saturday of its opening weekend. See Eric’s July 15, 2009, blog post “Twitter enabled negative word-of-mouth to instantly affect Bruno at the box office” on the blog Buzz Study, http://infegy.com/buzzstudy/twitter-enabled-negative-word-of-mouth-to-instantly-affect-bruno-at-the-box-office/.

6. Three out of four consumers in America and four out of five in Western Europe have a mobile phone: See the Forrester report “US Mobile Forecast, 2009 to 2014” by Charles S. Golvin, November 6, 2009, http://www.forrester.com/rb/Research/us_mobile_forecast%2C_2009_to_2014/q/id/53737/t/2.

7. By 2009, 17 percent of the adult population, both in the United States and in Western Europe, already had mobile Internet service: See the Forrester report “Western European Mobile Forecast, 2009 to 2014” by Thomas Husson, August 28, 2009, http://www.forrester.com/rb/Research/western_european_mobile_forecast %2C_2009_to_2014/q/id/53717/t/2.

8. In one month in 2009, according to Comscore, 100 million Americans watched a total of 6 billion YouTube videos: Comscore press release, “YouTube Surpasses 100 Million U.S. Viewers for the First Time,” March 4, 2009, http://www.comscore.com/layout/set/popup/
Press_Events/Press_Releases/2009/3/YouTube_Surpasses_100_Million_US_Viewers.

9. Cisco says that in 2008 video represented 21 percent of all the data flowing over the Internet, and estimates that will reach 91 percent by 2013: “Cisco Visual Networking Index: Forecast and Methodology, 2008-2013,” June 9, 2009, http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/
white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html.

10. Four hundred thousand people viewed a video of then-U.S. Senator George Allen’s use of the obscure racial epithet macaca to refer to a campaign worker: See “George Allen introduces Macaca,” August 15, 2006, on YouTube at http://www.youtube.com/watch?v=r90z0PMnKwI.

11. Even the Realize Gastric Band, a surgically implanted device for obesity treatment, has its own YouTube channel: http://www.youtube.com/user/Realize Band.

12. When Derek Gottfrid needed raw computing power to process terabytes of digitized images for the New York Times’s “Times-Machine” archive, he just rented computing time on Amazon’s EC2 servers: See See Derek Gottfrid’s May 21, 2008, blog post “The New York Times Archive + Amazon Web Services = TimesMachine” on the blog Open: All the Code That’s Fit to printf(), http://open.blogs.nytimes.com/2008/05/21/the-new-york-times-archives-amazon-web-services-timesmachine/.

13. In the United States at the end of 2009, 59 percent of all online consumers were in social networks: See the Forrester report “Introducing the New Social Technographics” by Josh Bernoff, January 15, 2010, http://www.forrester.com/rb/Research/intro ducing_new_social_technographics%26%23174%3B/q/id/56291/t/2.

14. In some places, like South Korea, three out of four online consumers connect with social content at least once a month: Information available in the Groundswell Consumer Profile Tool at http://www.forrester.com/Groundswell/profile_tool.html.

chapter 2

1. Veteran employee of Black and Decker: The content of this case study refers to activities at Black & Decker before the completion of its merger with The Stanley Works on March 12, 2010. The merged company may pursue a different strategy. See www.stanleyblackanddecker.com.

2. The CO.NX Facebook page: See http://www.facebook.com/pages/Co Nx-See-the-World/26365096875.

3. She hired developers to create an online community called Africa Rural Connect: See http://www.AfricaRuralConnect.org/.

chapter 3

1. The base of Dave’s $3,500 Taylor guitar was smashed: While there are hundreds of articles about Dave Carroll, you can read his first person account on his Web site: http://www.davecarrollmusic.com/story/united-breaks-guitars.

2. He wrote a song called “United Breaks Guitars,” spent $150 to make a video for it with his band, and loaded the video onto YouTube in July of 2009: See http://www.youtube.com/watch?v=5YGc4zOqozo.

3. He’s schmoozed with Whoopi Goldberg on The View: See http://www. youtube.com/watch?v=SzzSYsL7nUE.

4. A spike in social chatter about United Airlines just after “United Breaks Guitars” went live, especially on Twitter: At our request, Sysomos provided a custom analysis of sentiment about United Airlines including the months before and after “United Breaks Guitars” debuted on YouTube. We gratefully acknowledge their help.

5. At Forrester, we surveyed ten thousand people at the end of 2009: All the Forrester numbers in this chapter come from Forrester’s North American Technographics Empowerment Online Survey, Q4 2009 (US).

6. Here’s what we found: Since all the numbers in this chapter are based on an estimate of the online population, we should be clear about how we define online adults. Our surveys are representative of the civilian, noninstitutionalized, non-group-quarters population in the continental United States for people eighteen and older. This information is derived from the March 2008 supplement of the Current Population Survey (CPS) of the U.S. Census. We identify a person as an online adult if they say they go online at least once a month from home, at work, at school, or elsewhere.

7. Within social networks, consumers create 256 billion impressions on one another by talking about products and service each year: Here’s how we compute this number. In our online survey, we ask which social networks respondents belong to, how many friends, followers, or connections they have in those networks, and how frequently they post about products or services in those places. Each individual then gets a “peer influence score” based on the number of impressions they create about products and services in a year in all social networks. We sum those impressions to get a total number of influence impressions for the whole sample. We then project the sample out to the whole population of online adults in the United States, which, based on our other surveys in 2009, we estimate at 176 million.

8. In social environments like blogs and discussion forums and on sites that feature ratings and reviews, customers generate 1.64 billion posts: Here’s how we calculate this number. In our online survey, we ask how frequently respondents post about products and services in blogs, blog comments, discussion forums, and rating and review sites. Each individual then gets a “content influence score” based on the number of posts he or she makes in a year on all of these types of sites. We sum those numbers to get a total number of influence posts for the whole sample. We then project the sample out to the whole population of online adults in the United States, which, based on our other surveys in 2009, we estimate at 176 million.

9. According to Nielsen Online, advertisers delivered 1.974 trillion online ad impressions in the twelve months ending in September 2009, the time period covered by our survey: Nielsen Online provided us with this number based on their analysis of online advertising impressions for the twelve months ending September 30, 2009.

10. In 2000, Malcolm Gladwell wrote an incredibly insightful book called The Tipping Point: The Tipping Point: How Little Things Can Make a Big Difference (Little, Brown, 2000), http://www.gladwell.com/tippingpoint/index.html.

11. 80 percent of the influence comes from 20 percent of the consumers: The 80-20 rule is often referred to as the Pareto principle.

12. Daniel Grozdich is a working-class comedian in Malibu, California: These descriptions come from the Fiesta Movement Web site at http://chapter1.fiesta movement.com/agents/.

13. In 2009, 73 percent of online consumers aged 18 to 24 were using social content at least once a month: We computed the Social Technographics Profile of consumers in different age groups. (For information about this profile, see Groundswell.) See the Forrester report “Introducing the New Social Technographics” by Josh Bernoff, January 15, 2010, http://www.forrester.com/rb/Research/introducing_ new_social_technographics&%23174%3B/q/id/56291/t/2.

14. Enough outreach like this will create a customer who broadcasts your praises: This idea has become popular lately. Joseph Jaffe even wrote a book about it: Flip the Funnel: How to Use Existing Customers to Gain New Ones (Wiley, 2010). See Joseph Jaffe’s February 7, 2010, blog post “Flip the Funnel: Halve Your Budget; Double Your Revenue” on the blog Jaffe Juice, http://www.jaffejuice.com/2010/02/flip-the-funnel-halve-your-budget-double-your-revenues.html.

15. When they sent me the most deliciously tempting newsletter I’ve ever read, I blogged it: See Josh Bernoff’s blog posts “The best email marketing I ever got” (April 19, 2007) and “Rentvillas.com shows how to be a human” (December 22, 2008) on the blog Groundswell, http://blogs.forrester.com/groundswell/2007/04/the_best_email_.html and http://blogs.forrester.com/groundswell/2008/12/rentvillas com-s.html.

chapter 4

1. Among major operators, Comcast was at the bottom: See the Forrester report “Satellite Still Leads Cable In Satisfaction” by Josh Bernoff, March 4, 2004, http://www.forrester.com/rb/Research/
satellite_still_leads_cable_in_satisfaction/q/id/33986/t/2.

2. A video of a technician who’d come to fix a customer’s cable modem, then fell asleep on his couch, racked up over a million views on YouTube: Brian Finkelstein, who also created “Snakes on a Blog,” posted this video. It’s had a sordid history. We cited it in Groundswell and it’s also been cited in many other social media books, blogs, and discussions. The video was removed from YouTube for a while, apparently due to a copyright complaint from the owner of the music used in the video. It has now been restored, but not by the same user, and includes a link to buy the music: http://www.youtube.com/watch?v=CvVp7b5gzqU.

3. Bob Garfield started a blog for Comcast complainers, comcastmustdie.com, and gathered 191 comments on his very first post: See Bob Garfield’s October 4, 2007, blog post “How to Use This Blog” on the blog Comcast Must Die, http://comcastmustdie.blogspot.com/2007/10/how-to-use-this-blog.html.

4. As reported in the Washington Post, Mona Shaw, a seventy-five-year-old Virginia grandmother, became so frustrated with ongoing service interruptions that she went down to the local cable office with a claw hammer and smashed every bit of equipment in sight: The article included a nice photo of Mona and her hammer. See “Taking a Whack Against Comcast” by Neely Tucker, Washington Post, October 18, 2007, http://www.washingtonpost.com/wp-dyn/content/article/2007/10/17/AR2007101702359.html.

5. They focused only on efficiency and forgot about the value of the customer experience: See the Forrester report “Best Practices: Five Strategies For Customer Service Social Media Excellence” by Natalie L. Petouhoff, August 14, 2009, http://www.forrester.com/rb/Research/
best_practices_five_strategies_for_customer_service/q/id/48001/t/2.

6. Take this one, from a customer going by “R. Pink Floyd”: http://www. ama zon. com/review/R2GK2AEW8BOATJ/ref=cm_cr_pr_viewpnt#R2GK2AEW8BOATJ.

7. The companywide transformation that comes from embracing social technologies in everything from marketing to product innovation: See Josh Bernoff’s October 29, 2008, blog post “2008 Forrester Groundswell Award Winners” on the blog Groundswell, http://blogs.forrester.com/groundswell/2008/10/2008-forrester.html.

8. The community forums for FICO: See http://ficoforums.myfico.com/fico/.

9. Here are the company’s core values, developed by the employees themselves and used in evaluating hires: See http://about.zappos.com/jobs/why-work-zappos/our-ten-core-values

10. Naturally, Wendy blogged about Zappos again: See Wendy Fitch’s September 14, 2009, blog post “That darn Zappos.com” on the blog “The Honeymoon Is Over,” http://decembertenth2005.blogspot.com/2009/09/that-darn-zapposcom.html.

chapter 5

1. E*TRADE Mobile Pro is now an essential part of the company’s strategy: See the Forrester report “Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services” by Julie A. Ask, May 27, 2009, http://www.forrester.com/rb/Research/
case_study_etrade_leverages_mobile_to_offer/q/id/54567/t/2.

2. In 2009, 34 million U.S. consumers used mobile phones to access the Internet; Forrester forecasts that number will reach 106 million by 2014: See the Forrester report “US Mobile Forecast, 2009 To 2014” by Charles S. Golvin, November 6, 2009, http://www.forrester.com/rb/Research/us_mobile_forecast%2C_2009_to_2014/q/id/53737/t/2.

3. In Western Europe, we expect mobile Internet penetration to reach 39 percent of mobile phone owners by 2014: See the Forrester report “Western European Mobile Forecast, 2009 To 2014” by Thomas Husson, August 28, 2009, http://www. forrester.com/rb/Research/western_european_mobile_forecast%2C_2009_to_2014/q/id/53717/t/2.

4. Our analysis of successful mobile applications shows that the best empower customers with immediacy, simplicity, and context: See the Forrester report “The Convenience Quotient Of Mobile Services: A Facebook Case Study” by Julie A. Ask, October 14, 2009, http://www.forrester.com/rb/Research/convenience_quotient_ of_mobile_services_facebook_case/q/id/53682/t/2

5. Examine the people and objectives first, before designing a strategy and choosing a technology: See the Forrester report “The POST Method: A Systematic Approach To Mobile Strategy” by Julie A. Ask and Charles S. Golvin, April 9, 2009, http://www.forrester.com/rb/Research/
post_method_systematic_approach_to_mobile_strategy/q/id/53677/t/2.

6. Nationwide Insurance built an iPhone app that walks its policyholders through the process of preparing to file a claim right at the scene of an accident: See the Forrester report “Case Study: Nationwide Insurance Uses Mobile To Offer Customers Self Service On The Road” by Julie A. Ask, September 11, 2009, http://www.forrester. com/rb/Research/case_study_nationwide_insurance_uses_mobile_to/q/id/55230/t/2.

7. UPS is the world’s largest shipping company, delivering 15 million packages every day: http://www.pressroom.ups.com/Fact+Sheets/UPS+Fact+Sheet.

8. Make it available to that customer on any connected device: When UPS released the iPhone app, it simultaneously upgraded the mobile site m.ups.com. Mobile site users can do shipping now, just like iPhone app users.

chapter 6

1. Microsoft edited them together in short snippets to create a series of “I’m a PC” commercials: That first “I’m a PC” commercial has racked up over 500,000 views on YouTube: http://www.youtube.com/watch?v=hi1se9rH7S8.

2. All the social posts about Windows 7 from Twitter, Facebook, Blogs, YouTube, and Flickr into one highly dynamic site: As we write this, the site is still available and includes 280,000 posts; 93% are from Twitter: http://www.microsoft.com/windows/social.

3. A video with an ethnically mixed set of “typical” partygoers that comes off, shall we say, a little stilted and square: See http://www.youtube.com/watch?v=1cX4t5-YpHQ.

4. Like customer service, fan base cultivation is an activity that never ends: Smart marketers are using social applications before, during, and after advertising campaigns, treating the fans they assemble as a long-term asset. See the Forrester report “Using Social Applications In Ad Campaigns” by Sean Corcoran, April 29, 2009, http://www.forrester.com/rb/Research/using_social_applications_in_ad_ campaigns/q/id/54050/t/2.

5. Choose a listening platform—a company that, for a fee, will help you monitor online commentary about your company and your products: For a review and comparison of listening platforms, see the Forrester report “The Forrester Wave: Listening Platforms, Q1 2009” by Suresh Vittal, January 23, 2009, http://www. forrester.com/rb/Research/wave%26trade%3B_listening_platforms%2C_q1_2009/q/id/48093/t/2.

6. Before this program, McNally Smith was mentioned in 2.7 percent of online conversations about music colleges; afterward, it was mentioned in 12.1 percent: McNally Smith was a finalist for the Forrester Groundswell Awards in 2009. This information is drawn from its entry for those awards. See http://www. groundswelldiscussion. com/groundswell/awards2009/detail.php?id=153.

7. Is the one created by AMC for the TV series Mad Men: AMC’s Mad Men application was a finalist for the Forrester Groundswell Awards in 2009. This information is drawn from its entry for those awards. See http://www. groundswelldiscussion.com/groundswell/awards2009/detail.php?id=178.

8. The most popular of more than two hundred fifty Coca-Cola fan pages on Facebook: See “How Two Coke Fans Brought the Brand to Facebook Fame” by Abbey Klaassen, Advertising Age, March 16, 2009, http://adage.com/abstract.php? article_id=135238.

9. Evian’s video featuring break-dancing babies on roller skates: At the time of this writing, this video has over 12 million views. See http://www.youtube. com/watch?v=_PHnRIn74Ag.

10. Sonic Foundry, a technology vendor that sells Webcasts to corporations, is one company that turned this sort of concentration of messages to its advantage: Sonic Foundry’s Mediasite User Conference application won the Forrester Groundswell Award in the category of business-to-business energizing in 2009. This information is drawn from its entry for those awards. See http://www. groundswelldiscussion.com/groundswell/awards2009/detail.php?id=105.

11. Norton’s average ratings on those sites went from two stars to four and a half (on a five-point scale): Norton and Zuberance won the Forrester Groundswell Award in the category of business-to-consumer energizing in 2009. This information is drawn from personal interviews as well as the awards entry. See http://www.groundswelldiscussion.com/groundswell/awards2009/detail.php?id=196.

12. Counsel marketers to maintain authenticity in sourcing customer content: One way of looking at marketing activity as the pursuit of three types of media: earned (fan word of mouth), owned (for example, your own site), and paid (for example, advertisements). Within “earned media,” Forrester analyst Sean Corcoran makes a further distinction among three types of word of mouth: positive organic (unprompted and authentic word of mouth), brand stimulated (communication incented by a brand, like Zuberance’s work with Norton), and spurned media (negative word of mouth from unhappy customers, like Dave “United Breaks Guitars” Carroll). See the Forrester report “No Media Should Stand Alone” by Sean Corcoran, December 16, 2009, http://www.forrester.com/rb/Research/no_ media_should_stand_alone/q/id/54869/t/2.

13. The site saw a 1,332 percent increase in Web visitors, driven by news coverage, word of mouth, and curiosity: See “Skittles Social Media Campaign Increases Traffic 1332% in One Day” by Andy Beal, March 9, 2009, http://www.marketing pilgrim.com/2009/03/skittles-social-media-campaign-increases-traffic-1332-in-one-day.html.

14. The company conducted an online contest for watch designs in 2008, attracting more than nine hundred innovative designs: See http://www.enlightened-watch-design-contest.com/index.php.

15. The Starbucks site mystarbucksidea.com has now generated over eighty thousand ideas for the company, of which over fifty have been implemented: See http://mystarbucksidea.force.com/.

16. Intuit has recruited seventeen thousand people into its TurboTax Inner Circle; the company uses them as a sounding board for new tax preparation software ideas: TurboTax Inner Circle was one of four Intuit applications that earned the company the Forrester Groundswell Award for Company Transformation in 2008. See http://www.forrester.com/Groundswell/embracing/turbotax_circle.html.

17. The auto-racing organization NASCAR, taking cues from its twelve-thousand-member fan community, changed the rules for races: The NASCAR Fan Council won the Forrester Groundswell Award in the business-to-consumer listening category in 2009. The information here was drawn from that awards entry. See http://www.groundswelldiscussion.com/groundswell/awards2009/detail.php?id=185.

18. Using the hashtag #NHLTweetup: Dani’s Web site is visible at www.nhltweetup.com. It’s not officially affiliated with the NHL and is a labor of love for Dani. Also see the Forrester report “Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences” by Nate Elliott, November 4, 2009, http://www.forrester.com/rb/Research/case_study_nhl_uses_ tweet-ups_to_energize/q/id/55321/t/2.

19. The people at the New York tweetup had 21,336 followers, all of whom could be hearing about the hockey happening in New York, in real time: “Success of Global ‘Tweetup’ Shows NHL’s Embrace of Twitter” by Kevin Allen, USA Today, April 29, 2009, http://www.usatoday.com/sports/hockey/nhl/2009-04-29-twitter-tweetup-capitals-twackle_N.htm.

20. “How To Create A Social Application For Life Sciences Without Getting Fired”: See the Forrester report “How To Create A Social Application For Life Sciences Without Getting Fired” by Josh Bernoff, April 20, 2009, http://www. forrester.com/rb/Research/
create_social_application_for_life_sciences_without/q/id/53435/t/2.

21. Andy Sernovitz’s book Word of Mouth Marketing: Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition by Andy Sernovitz (Kaplan Press, 2009). The author’s blog, “Damn! I Wish I’d Thought of That,” is available at http://damniwish.com.

chapter 7

1. Here’s how we told the story in Groundswell: Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff (Harvard Business Press, 2008), p. 217.

2. We needed a platform that could plug into those channels: Taken from a video interview by Jason Falls. See Jason Falls’s March 19, 2009, video and blog post “SME-TV: Discovering the Best Buy Blue Shirt Nation” on the blog Social Media Explorer, http://www.socialmediaexplorer.com/2009/03/19/sme-tv-discovering-the-best-buy-blue-shirt-nation/.

3. We call this trend “technology populism”: Technology populism—the adopting of consumer technologies in corporate settings—isn’t completely new. For example, the original adoption of PCs inside of corporations came from the consumer side and created pressure on IT to support the new machines. See the Forrester report “Embracing the Risks and Rewards of Technology Populism” by Matthew Brown, Kyle McNabb, and Rob Koplowitz, February 22, 2008, http://www. forrester.com/rb/Research/
embrace_risks_and_rewards_of_technology_populism/q/id/44664/t/2.

4. Researchers at Computer Sciences Corporation (CSC) have called it the “consumerization of information technology”: See http://lef.csc.com/library/publication detail.aspx?id=1220.

5. As he told Wired magazine: “My Greatest Mistake: Learn from Eight Luminaries” Wired, January 2010, http://www.wired.com/magazine/2009/12/fail_ greatest_mistakes/.

chapter 8

1. “But the challenge is they have already chosen the technology”: We worked with PTC on a project to prepare the company for a customer community in 2009. As part of that project, we conducted interviews with key executives. Normally, interviews of this kind done in the context of a project are confidential and the property of the client (in this case, PTC). In 2010, PTC gave us permission to use this quote from Steve Horan, which came from the original set of stakeholder interviews.

2. PTC’s customers were overwhelmingly ready to embrace a community: You can see the results of our survey for PTC on the company’s blog. See Robin Saitz’s June 5, 2009, blog post “Think Engineers and Web 2.0 Don’t Mix? Think Again!” on the blog Social Product Development, http://social-product-develop ment.blogspot.com/2009/06/think-engineers-and-web-20-dont-mix.html.

chapter 9

1. The small-business marketing group has innovated with its hyperlocal “Love a Local Business” feature: See http://lovealocalbusiness.intuit.com/.

2. Clayton Christensen describes this challenge in his book The Innovator’s Dilemma: The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail by Clayton Christensen (Harvard Business School Press, 1997), http://www. claytonchristensen.com/books.html.

3. As a result, Vail Resorts’ CEO Rob Katz decided to change his marketing completely: You can see Rob Katz describe the changes the company made in this video: http://adage.com/aboutdigital/article?article_id=140710.

4. His followers and blog readers got to read about how great Vail is: See Rob Lefsetz’s November 28, 2009, blog post “Twitterific” on the blog The Lefsetz Letter, http://lefsetz.com/wordpress/index.php/archives/2009/11/28/twitterific/.

chapter 10

1. Imaginatik is one of eleven different software systems that companies use to manage innovation: See the Forrester report “Vendor Landscape: Innovation Management Software” by Matthew Brown, March 2, 2009, http://www.forrester.com/rb/Research/
vendor_landscape_innovation_management_software/q/id/47927/t/2.

2. Pete changed that: In the small-world department, we were startled to realize that when we started talking with Pete about his work with Deloitte, we had already met him in a different context. He won a Forrester Groundswell Award in 2009 by using social technology for social good. When brushfires hit the town where he lived, he used blogs and video sharing to raise awareness and, eventually, over $1 million to help with the recovery: http://blogs.forrester.com/groundswell/2009/10/winners-of-the-2009-forrester-groundswell-awards.html.

3. The original sixty people who had been testing Yammer grew to hundreds as over fifteen hundred tagline suggestions got posted over a twenty-four-hour period: The final choice of the tagline was “Let’s Go”—short, sweet, and a nice match to the company’s green light logo. To hear Pete Williams talk about how Yammer caught on, see his December 16, 2009, blog post “How to Keep a Yammer Network Exploding” on the blog “Deloitte Digital,” http://deloittedigital.blogspot. com/2009/12/how-to-keep-yammer-network-exploding.html.

chapter 11

1. People from all around Intel can count on utility as they connect with the company’s sharing tools, and on support when they build their own: See the Forrester report “Case Study: Intel Implements People as the New Perimeter to Mitigate Social Computing Risks” by Khalid Kark, December 9, 2009, http://www. forrester.com/rb/Research/case_study_intel_implements_people_as_new/q/id/55840/t/2.

chapter 12

1. Domino’s still suffered brand damage: See “Video Prank at Domino’s Taints Brand” by Stephanie Clifford, New York Times, April 15, 2009, http://www. nytimes.com/2009/04/16/business/media/16dominos.html.

2. Posted details about the Palm Pre phone on a blog, violating a nondisclosure agreement: See the April 27, 2009, blog post “Some Palm Pre Questions” on the blog Inside Sprint Now, http://insidesprintnow.wordpress.com/2009/04/27/sprint-palm-pre-release-date-soon/.

3. You can read it at Kodak.com: See “Social Media Tips” from Jeff Hayzlett, chief marketing officer, vice president, Eastman Kodak Company, 2009, http://www. kodak.com/US/images/en/corp/aboutKodak/onlineToday/Social_Media_9_8.pdf.

4. IBM’s social computing guidelines include this statement: See “IBM Social Computing Guidelines: Blogs, wikis, social networks, virtual worlds, and social media,” http://www.ibm.com/blogs/zz/en/guidelines.html.

chapter 13

1. Ben’s idea was building an experimental Twitter aggregation service called ConnectTweet: ConnectTweet is an application running on Google’s App Engine cloud that uses Twitter’s Web APIs to search for tweets with a particular hashtag and retweets them through a central Twitter name, in this case, through @twelpforce. Ben has said that people can contact him and run their own Twitter aggregation service. For more information about this tool, see Ben’s blog at http://www.buildcontext.com/blog/ or the ConnectTweet home page at http://www. connecttweet.com/.

2. We’ve been analyzing this “consumerization of IT” since 2008: We first wrote about Technology Populism, our term for the Consumerization of IT, in the Forrester report “Embrace The Risks And Rewards Of Technology Populism” by Matthew Brown, Kyle McNabb, and Rob Koplowitz, February 22, 2008, http://www.forrester.com/rb/Research/
embrace_risks_and_rewards_of_technology_populism/q/id/44664/t/2.

3. He decided to give employees a choice of smartphones and PDAs: We found three companies willing to share their experiences with iPhones as an enterprise productivity and collaboration tool. See the Forrester report “Making iPhone Work In The Enterprise: Early Lessons Learned” by Ted Schadler, April 10, 2009, http://www.forrester.com/rb/Research/
making_iphone_work_in_enterprise_early_lessons/q/id/46634/t/2.

4. IT should own the collaboration program: See the Forrester report “Benchmarking Your Collaboration Strategy” by Rob Koplowitz and Ted Schadler, November 24, 2009, http://www.forrester.com/rb/Research/benchmarking_ collaboration_strategy/q/id/48336/t/2.

5. We have identified five anchor technologies that power many HERO projects: For more on technologies that enterprise architects should track, see the Forrester report “The Top 15 Technology Trends EA Should Watch” by Alex Cullen, October 6, 2009, http://www.forrester.com/rb/Research/top_15_technology_trends_ ea_should_watch/q/id/54322/t/2.

6. This requires a new set of business intelligence and data-quality tools: See the Forrester report “The Business Case For BI: Now More Critical Than Ever” by Boris Evelson, August 25, 2009, http://www.forrester.com/rb/Research/business_ case_for_bi_now_more_critical/q/id/54955/t/2.

7. Makes building a native mobile application for all phones an impossible task for most companies: We are carefully monitoring the adoption of smartphones to help mobile application developers make the best decision on which platforms to support. See the Forrester report “The Mobile Architecture Imperative” by Jeffrey S. Hammond and Ellen Daley, August 1, 2008, http://www.forrester.com/rb/Research/mobile_architecture_imperative/q/id/42270/t/2.

8. Led in our 2009 evaluation by Jive Software and Teligent: See the Forrester report “The Forrester Wave: Community Platforms, Q1 2009” by Jeremiah K. Owyang, January 9, 2009, http://www.forrester.com/rb/Research/wave%26trade %3B_ community_platforms%2C_q1_2009/q/id/46468/t/2

9. RESTful APIs are replacing older-style Web service interfaces: Getting data in and out of databases in a way that works over the Internet is a challenge. After a decade of different approaches, one is gaining the support of every major cloud and application vendor. It’s called the “representational state transfer” protocol, known to developers as REST or RESTful APIs. For background, see https://www.ibm.com/developerworks/webservices/library/ws-restful/.

10. Turning security into a business risk to be managed, rather than a wall for IT to maintain: See the Forrester report “Twelve Recommendations For Your 2010 Information Security Strategy” by Khalid Kark, January 11, 2010, http://www. forrester.com/rb/Research/twelve_recommendations_for_2010_information_ security_strategy/q/id/56080/t/2.

11. Keep track of new cloud services being used by employees: For a comparison of Web filtering vendors, see the Forrester report “The Forrester Wave: Web Filtering, Q2 2009” by Chenxi Wang, April 16, 2009, http://www. forrester.com/rb/Research/wave%26trade%3B_web_filtering%2C_q2_2009/q/id/53897/t/2.

12. Identify a core set of services to support: For an evaluation of the maturity and relevance of cloud computing categories, see the Forrester report “TechRadar For Infrastructure & Operations Professionals: Cloud Computing, Q3 2009” by James Staten, October 2, 2009, http://www.forrester.com/rb/Research/techradar/%26trade%3B_for_infrastructure_%26_operations_professionals_cloud/q/id/54338/t/2.