Index
Symbols
416-Florist, 247
2008 U. S. presidential campaign case study, 306-308
@replies, 206
A
Aaker, Jennifer, 298-299
account registration data, accessing, 27
active candidates, recruiting, 165
ad targeting, 251
evolution of, 252
friend-of-connection, 263
promoted tweets, 275
ad types, comparing performances of, 264
adjacency to questionable content, 133
ads. See also marketing
creating with DirectAds, 253
expectations, 257-258
selecting targeting criteria, 253-255
specifying budgets, 256
engagement ads, 270-275
Facebook, 258
budgets, 263
creating, 258-259
CTR (click-through rate), 264
expectations, 263-265
hypertargeting, 259-263
linking to other Facebook Pages, 267-268
tips for, 265-266
location-targeted ads for small businesses, 282
tying back to goals, 268-269
AIDS awareness case study, 299-301
Akron Children’s Hospital (transparency in customer service), 96
Allen, Woody, quote, 147
alumni networks, maintaining ties via, 176-177
Amazon Reading List, 24
ambient intimacy, 138
American Family Insurance, 129
American Red Cross, 245
analytics, 27
answers, finding, 143-145
Applebee’s America (Fournier, Sosnik, Dowd), 306
applications
adding to Facebook Pages, 226-227
Facebook for Websites, 25-29
platform applications, 23-25
social applications, 206
sponsoring, 129
appvertising, 128-131
Arrington, Michael, 130
Aster Data Systems case study (prospecting for sales leads), 73
attributes, hypertargeting, 266-267
audience
data, precision of, 114-115
finding on Facebook, 286
reaching new with social distribution (word-of-mouth), 122-123
automating social Web monitoring, 95
average case resolution time, 105
B
B2B (business-to-business) sales, 69-70
Facebook in, 71
hypertargeting, 111
B2C (business-to-consumer) sales, 69-70
Backboard, 148
behavioral ad targeting, 252
Ben & Jerry’s Homemade, Inc., 245
best brands, Facebook Pages, 244-246
best practices, Facebook Pages
catering to different markets and languages, 237-238
creating different pages for different audiences, 235-236
creating emotional connections, 238-240
national franchises, 236-237
offering easy URLs to your pages, 235
providing special offers, 241-242
reusing creative assets and integrating with existing Web efforts, 242-243
best small businesses, Facebook Pages, 246-247
Bhargava, Rohit, 239-240
birthday reminders, 204
Bloomingdale’s case study (Internet sales), 15-16
Bonobos
hypertargeting, 117-118
tailored ad campaigns, 114
Boyd, Danah, 34
brand awareness in recruiting, 173
brand management listening to customers, 183-184
political campaigns and, 309
brand misrepresentation, 319
brands
best Facebook Pages, 244-246
corporate branding, 38-39
as media, 126-127
negative brand messages, 133
personal branding, 35-38
social network marketing fit, 131-132
Branson, Richard, 192
Brightidea, 141
Brooke Peters Master Plumber, Inc., 247
budgets
DirectAds (LinkedIn), 256
Facebook ads, 263
Buffett, Warren, 314
Busch Chiropractic, 247
Busch, Dr. Richard E., 247
Bush, George W., 306
business information, adding to Facebook Pages, 224
business metrics, defining, 187-190
business objectives, establishing, 184-187
business relationships
building on Twitter, 207-208
networking on social Web, 208-210
business value, communicating, 316-317
business-to-business (B2B) sales, 69-70
Facebook in, 71
hypertargeting, 111
business-to-consumer (B2C) sales, 69-70
Buzz. See Google Buzz, 21
Buzz Booster, 291
C
CafePress Listings, 295
Callahan, Ezra, 150
Camp Amelia, 294
candidates. See job candidates
Carphone Warehouse case study (responding to customer feedback), 99-100
Carroll, Dave, 97
case resolution time, 105
case studies
2008 U. S. presidential campaign, 306-308
Aster Data Systems (prospecting for sales leads), 73
Best Buy (crowdsourcing in customer service), 102
Bloomingdale’s (Internet sales), 15-16
Bonobos (hypertargeting), 117-118
Carphone Warehouse (responding to customer feedback), 99-100
Dow Chemical alumni network, 177
The Facebook Era feedback, 154-155
golfers (hypertargeting), 112-113
HIV/AIDS awareness, 299-301
JibJab (Facebook for Websites), 28-29
maintaining ties between recruiters and job candidates, 175-176
medical sales (social customer references), 80-81
State of Utah social media guidelines, 322-324
TurboTax, 227-228
casual communication in building rapport, 81
categorizing friends, 204
Causes (Facebook application), 296. See also nonprofits, 293-299
Cey, Amanda, 280-281
Chao, Daniel, 301-302
charities. See nonprofits, 293-299
Chicago Bulls, 245
choosing network models, 327-328
Citysearch, 25
Classmates.com, 20-21
CLV (customer lifetime value), 189
CNN The Forum, 26
collaboration
in prototyping, 146-147
with sales team members, 78-79
college recruiting, 166-168
comments
in Facebook, 205
negative, 233-235
commerce applications, 123-124
commercial implementation. See execution (in innovation)
commitment to Facebook Pages, 220-221
commonality in recruiting, 171
communicating
business value, 316-317
casual communication in building rapport, 81
changing expectations of, 48-49
Facebook as CRM, 49-50
new modes of, 48
social media policy to fans, 325-327
community building for small businesses, 283
Community Pages, 184
companies customer-centric approach, 40-41
reputation of, 173
company culture, corporate governance and, 313
communicating business value, 316-317
cross-functional social media council, 315-316
educating and inspiring employees, 318
executive sponsorship, 314-315
hiring new employees, 318
IT, legal, and compliance departments, 316
company leadership, social networking activities of, 192
compliance department, social media initiatives, 316
concept generation (in innovation), 136
crowdsourcing ideation, 139-143
finding expertise and answers, 143-145
inspiration for, 137-139
confidentiality, 319
confirmation (in innovation diffusion), 153
Connectbeam, 145
connections
with customers, 103-104
to new people, seeking introductions, 210-211
content-centric model, relationship-centric model versus, 17
Context Optional, 129
contextual ad targeting, 252
control, relinquishing, 314-315
conversation prism, 87
corporate alumni networks, maintaining ties via, 176-177
corporate branding, 38-39
corporate governance
company culture, 313
communicating business value, 316-317
cross-functional social media council, 315-316
educating and inspiring employees, 318
executive sponsorship, 314-315
hiring new employees, 318
IT, legal, and compliance departments, 316
social media policy, 318
communicating to fans, 325-327
guidelines for, 320-325
key risk areas, identifying, 318-320
social systems and technologies, 327
industry standards, 328-329
integration of tools, 329
list of, 330
open versus custom networks, 327-328
cost
of Facebook Pages, 220-221
savings in customer service, 105
CoTweet, 103
CPW (Carphone Warehouse) case study (responding to customer feedback), 99-100
Cranis, Chris, 70
credibility, establishing via online social networking, 72
CRM (customer relationship management), 3
Facebook as, 49-50
social networking sites as, 85-88
cross-functional social media council, changing company culture, 315-316
crowdsourcing in customer service, 101-103
ideation, 139-143
revenue from, 190
CTR (click-through rate), 229, 264
culture. See company culture, 313-318
custom networks, open networks versus, 327-328
customer engagement, 126-127
embedded marketing, 127-131
Facebook Pages versus Web sites, 287
lower barriers to, 62
customer lifetime value (CLV), 189
customer references from social networking sites, 79-81
customer relationship management (CRM), 3
Facebook as, 49-50
social networking sites as, 85-88
customer relationships in sales, 67-68
customer service
as change agent in business, 93
integration into organization, 92
integration with marketing, 94
savings in, 190
steps for
connecting with customers, 103-104
crowdsourcing, 101-103
listening, 95
responding to mistakes, 97-100
transparency, 96
value of feedback from, 93-94
customer-centric approach for companies, 40-41
customers
in innovation process. See innovation
listening to, 183-184
as partners, 156
winning, 150-153
D
data ownership, 319
data portability, 328-329
Dawkins, Richard, 137
Debogovich, Gina, 102
decision (in innovation diffusion), 152
Del Monte private social network, 22
deleting Facebook Pages, 228
Dell on Twitter, 218
Dessert Gallery, 241
diffusion of innovation theory, 150-153
The Diffusion of Innovations (Rogers), 150
digital media, evolution of, 16-17
Digsby, 24
direct messages on Twitter, 206
DirectAds (LinkedIn), 252
creating ads, 253
selecting targeting criteria, 253-255
specifying budgets, 256
Disney, 245
display ads, ineffectiveness on passive buyers, 116
Doctors Without Borders, 294
Dow Chemical alumni network case study, 177
Dowd, Matthew, 306
Dragonfly Effect, 298-299
Drupal, 22
du Gardier, Guillaume, 237-238
Dunbar’s number, 50
Dunbar, Robin, 50
Dunn, Andy, 117
E
education, social Web and, 302-306
email domain authentication, 20
embedded marketing, 127-131
emotional connections, creating with Facebook Pages, 238-240
employee poaching, 178
employee productivity, 319
employees
educating and inspiring, 318
hiring new, 318
employers, maintaining ties via alumni networks, 176-177
engagement. See customer engagement
Englebart, Douglas, 13
etiquette for social networks, 212
event promotion, 125
Eventbrite, 25
evolution of ad targeting, 252
exclusiveness of Facebook, 20
execution (in innovation), 148
external buy—in, 150-153
internal buy—in, 149-150
executive sponsorship, changing company culture, 314-315
expectations for communication, changing, 48-49
Experian, 141
expertise, finding, 143-145
exposure (in innovation diffusion), 151
extended networks, referrals from, 168-169
external buy-in, winning, 150-153
external memes, inspiration from, 137-138
F
ads, 258
budgets, 263
creating, 258-259
CTR (click—through rate), 264
expectations, 263-265
hypertargeting, 259-263
for nonprofits, 294
time required for, 193
tips for, 265-266
applications
for nonprofits, 295
time required for, 193
in B2B sales, 71
college recruiting via, 166-168
as CRM, 49-50
friend requests from strangers, 56-57
launching social networking strategy on, 192-193
messages, 204
networks, joining, 209-210
personal profiles for small businesses, 281-282
persuasive power of, 63
platform applications, 24
pokes, 205
reasons for success, 20-21
recruiting via, 161-163
status messages, inspiration from, 137
Twitter and LinkedIn versus, 17-19
wall posts, 205
Facebook (company), collaboration using Facebook (product), 150
Facebook Business Pages time required for, 193
versus Facebook Groups, 216-217
Facebook Connect. See Facebook for Websites
The Facebook Era feedback case study, 154-155
Facebook Event RSVPs, 208-209
Facebook Events, recruiting via, 166-167
Facebook for Websites, 25-29, 124, 193, 329
Facebook Groups versus Facebook Business Pages, 216-217
Facebook Pages, 215-217
benefits of, 219
best practices
catering to different markets and languages, 237-238
creating different pages for different audiences, 235-236
creating emotional connections, 238-240
national franchises, 236-237
offering easy URLs to your pages, 235
providing special offers, 241-242
reusing creative assets and integrating with existing Web efforts, 242-243
in brand management, 184
commitment, 220-221
cost of, 220-221
custom apps, TurboTax, 227-228
deleting, 228
fans, 228-229
negative posts and comments, 233-235
post frequency, 229
posts, what to post, 230-233
managing, 228
for nonprofits, 294-295
opt—in fan base, 218
recruiting via, 166-167
setting up, 222
adding applications, 226-227
adding business information, 224
choosing business categories and names, 222-224
configuring page settings, 224-226
for small businesses
building community, 283
Web sites versus, 285-287
word-of-mouth, 218
Facebook personal profiles
interaction with, 202
friend requests, 202-203
methods of, 203-207
personal versus professional identities, 197-198
audience segmentation, 198-199
privacy settings, 200-201
time required for, 193
fans
communicating social media policy to, 325-327
Facebook Pages, 228-229
negative posts and comments, 233-235
post frequency, 229
posts, what to post, 230-233
fatigue of social network marketing, 132
favors, asking for, 62
FDA regulations of pharmaceutical companies and social networking, 301-302
feedback
from customers, value of, 93-94
in iteration stage (innovation), 154-155
in prototyping, 148
Ferrero Rocher, 184, 220, 237-238
Fetch+, 291
filtering on Facebook, 204
finding expertise and answers, 143-145
first sales calls, online social networking and, 74-76, 84
flattening of hierarchies, 58
Fletcher Dentistry, 247
Fletcher, Dave, 321
Fogg, B. J., 62
Forever 21, 246
Forrest, Brady, 125
Fournie, Ron, 306
Foursquare, 334
audience segmentation with, 198-199
privacy settings, 200-201
friend requests
from strangers, 56-57
responding to, 202-203
friend visualizations, 203
friend-of-connection targeting, 263
friends, categorizing, 204
future of social Web, 333
geolocation applications, 334-335
personalization, 334
social aspect of, 334
trends in, 335-336
G
games
in Facebook, 206
on social networks, 24
Gap, 243
Garcia, Isaac, quote, 91
Gardner’s Used Books, 247
geolocation
in future of social Web, 334-336
for small businesses, 282
GetSatisfaction, 103
goals
establishing, 184-187
tying ads back to, 268-269
Godes, David, 82
golfer case study (hypertargeting), 112-113
Google Buzz, 21
governance. See corporate governance
Gowalla, 334
Green, Joe, 297
Greenberg, Paul, 86-88
Groupon, 124
Gruenfeld, Deb, 46
Gschwandtner, Gerhard, 84
guidelines for social media policy, 320-325
H
H&M, 221
healthcare, social Web and, 299-302
FDA regulations, 301-302
HIV/AIDS awareness case study, 299-301
Hearsay 360 (social media management), 290
Hearsay Labs, 68
hierarchies
of customer organizations, navigating with online social networking, 77-78, 84
flattening of, 58
hiring employees, 318
history of social networking, 13
HIV/AIDS awareness case study, 299-301
Hoffman, Auren, 270
Hootsuite, 95
Hughes, Chris, 306
human capital, 46
hypertargeting, 40, 111-112, 251
attributes, 266-267
audience data precision, 114-115
avoiding wasted ads, 112-113
Bonobos case study, 117-118
Facebook ads, 259-263
golfer case study, 112-113
issues with, 269
passive buyers, 115-117
in political campaigns, 308
in recruiting, 162
tailored ad campaigns, 113-114
I
ideation, crowdsourcing, 139-143
identity theft, 319
implementation (in innovation diffusion), 153. See also execution (in innovation)
incentives on Facebook for interaction, 204
industry standards, data portability and, 328-329
initiating friend requests, 202-203
innovation
defined, 135
invention versus, 148
stages of, 135-136
concept generation, 136-145
execution, 148-153
iteration, 153-156
prototyping, 145-148
innovation diffusion theory, 150-153
inspiration
of employees, 318
from social memes, 137-139
integration
of customer service and marketing, 94
of customer service into organization, 92
of social networking tools, 329
intellectual property, 319
interaction with Facebook personal profiles, 202
friend requests, 202-203
methods of, 203-207
internal buy-in, winning, 149-150
internal memes, inspiration from, 137-139
Internet Era
Bloomingdale’s case study, 15-16
lessons from, 14-16
interpersonal relationships. See relationships
introductions, seeking, 210-211
Intuit, 94
invention, innovation versus, 148
IT department, social media initiatives, 316
iteration
in collaboration, 147
in innovation, 153
feedback in, 154-155
polls in, 156
iTunes, 245
J
Jackson, John, 232
JibJab case study (Facebook for Websites), 28-29
Jimmy Smart Allstate Agency, 215, 224, 284
Jive, 22
job candidates
active candidates, 165
advice for, 177-178
college recruiting, 166-168
maintaining ties with recruiters, 174-177
passive candidates, 165-166
references for, 171-172
sourcing and screening, 164-171
John F. Kennedy High School (New Orleans, LA), 22
Johnson, Daryll, 304-306
joining Facebook networks, 209-210
K–L
Kellogg, Dave, 192
Kerpen, Dave, 194
key risk areas, identifying, 318-320
KickApps, 22
King, David, 119
knowledge (in innovation diffusion), 151
latent value of weak-tie relationships, 55-56
launching social networking strategy, 192-194
legal department, social media initiatives, 316
Li, Charlene, 314-315
likes in Facebook, 205
(Lil) Green Patch, 119
limitations of social network marketing, 131-133
Lincoln, Abraham, quote, 1
LinkedIn, 11
Aster Data Systems case study (prospecting for sales leads), 73
DirectAds, 252
creating ads, 253
selecting targeting criteria, 253-255
specifying budgets, 256
expectations with ads, 257-258
extended network referrals, 168-169
Facebook and Twitter versus, 17-19
friend requests from strangers, 56-57
integration with other tools, 329
platform applications, 24
recommendations on, 172
recruiting via, 161
social network mapping, 43
LinkedIn Answers, 144
LinkedIn Open Networkers (LIONs), 74
LinkedIn Recruiter, 165
linking to/from Facebook Pages, 267-268
LIONs (LinkedIn Open Networkers), 74
listening to customers, 95, 183-184
Live Nation, 125
Live Stream widget, 125
location targeting for small businesses, 282
Loopt, 335
Luxor Hotel and Casino, 245
M
Mahan, Matt, 297
managing Facebook Pages, 228
Mara, Patrick, 308
marketing
challenges and limitations, 131-133
customer engagement, 126-127
embedded marketing, 127-131
hypertargeting, 111-112
audience data precision, 114-115
avoiding wasted ads, 112-113
Bonobos case study, 117-118
golfer case study, 112-113
passive buyers, 115-117
tailored ad campaigns, 113-114
integration with customer service, 92-94
social distribution, 118-119
ease of sharing, 120-121
event promotion, 125
reaching new audiences, 122-123
social ads, 122
social gaming industry example, 119
social shopping, 123-124
social Web and, 109-111
Master Kleen Dry Cleaners, 247
MBA candidate recruiting, 166-168
McCain, John, 306
McDonald’s, 245
media, brands as, 126-127
medical sales case study (social customer references), 80-81
memes, inspiration from, 137-139
messages on Facebook, 204
metrics
defining, 187-190
sCLV (social customer lifetime value), 189-190
Microsoft Office, 129
microtargeting. See hypertargeting
Milstein, Sarah, 234
mining social network data, 40
Mixi, 11
monitoring social Web, automating, 95
Monitter, 95
Moore, Geoffrey, quote, 67
Moussy’s Bistro, 246
multinational brands, catering to with Facebook Pages, 237-238
Musicians Toy Store, 246
My Merch Store, 295
friend requests from strangers, 56-57
YouTube and, 24
MyTown, 334
N
national franchises, Facebook Pages, 236-237
negative brand messages, 133
negative feedback, responding to, 97-100
negative posts, 233-235
Nestle Nesquick Bunny, 239
Netflix, 130
network models, choosing, 327-328
network structures in sales cycle, 82-83
networking
for small businesses, 288
on social Web, 208-210
networks, joining Facebook networks, 209-210
Newman Realty, 231
Newman, Scott, 281
news feed on Facebook, 21
Ning, 22-23
nonplacements, maintaining ties with, 175-176
nonprofits, social Web and, 293-299
Dragonfly Effect, 298-299
tips for, 297
notifications, monitoring social Web, 95
Novogratz, Jacqueline, 192
Nutella, 237
O
Obama, Barack, 123, 306, 310, 314
objectives, establishing, 184-187
Odnoklassniki, 11
Office Poke!, 129
offline networks
online networks versus, 53-54
supporting with online social networking, 56-57
Ogilvy, 239
Old Navy, 243
online identity in social network profiles, 31-34. See also Facebook, personal profiles
online networks, offline networks versus, 53-54
online social graph Metcalfe’s Law, 58
reciprocity ring, 61
online social networking
in sales cycle, 69
collaboration with team members, 78-79
credibility, establishing, 72
CRM, 85-88
customer organizational hierarchy, navigating, 77-78, 84
customer references, 79-81
optimal network structures, 82-83
prospecting for leads, 72-74
rapport, building and sustaining, 81-84
supporting offline networks with, 56-57
open innovation, 142
open networks, custom networks versus, 327-328
OpenID, 329
OpenSocial, 328
opt-in marketing, 218
organizational culture. See company culture, 313-318
organizational hierarchies, navigating with online social networking, 77-78, 84
organizational structure in recruiting, 170
Östüner, Tuba, 82
outsourcing social networking initiatives, 191
ownership of data, 319
Owyang, Jeremiah, 185-187
P
page settings, configuring for Facebook Pages, 224-226
Papa John’s Pizza, 241
Parsons, Bob, 192
partners, customers as, 156
Pasio[as]n por la Vida (Passion for Life) case study, 299-301
passive buyers, reaching, 115-117
passive candidates, recruiting, 165-166
Pearlman, Leah, 150
Pepsi, 316
performance of social network marketing, 132
personal branding, 35-38
personal identities,
professional identities versus, 197-198
audience segmentation, 198-199
Facebook privacy settings, 200-201
Twitter privacy settings, 202
personal marketing, 238
personal networks. See offline networks
personal profiles (Facebook) for small businesses, 281-282
personality marketing, 240
persuasion (in innovation diffusion), 152
persuasive power of Facebook, 63
pharmaceutical companies, social networking and, 301-302
Plancast, 329
planning for social networking
avoiding pitfalls, 194
business objectives, 184-187
customer interests, 192
launching plan, 192-194
metrics, 187-190
team efforts, 190-192
platform applications, 23-25
Pluck, 22
Plush Boutique, 246
poaching, 178
pokes on Facebook, 205
policies. See social media policy
political campaigns, social Web and, 306-310
2008 U. S. presidential campaign case study, 306-308
brand promotion versus, 309
polls
engagement ads, 272
in iteration stage (innovation), 156
portability of data, 328-329
Porsche—The Official Page, 245
posts
frequency of, 229
negative posts and comments, 233-235
what to post, 230-233
presidential campaign (2008) case study, 306-308
privacy
in future of social Web, 336
personal versus
professional identities, 197-198
audience segmentation, 198-199
Facebook privacy settings, 200-201
Twitter privacy settings, 202
risks, 319
in social network profiles, 31-34
settings, 20
private social networks, 22-23
productivity of employees, 319
professional identities,
personal identities versus, 197-198
audience segmentation, 198-199
Facebook privacy settings, 200-201
Twitter privacy settings, 202
profile hypertargeting, 252
profiles. See personal profiles (Facebook) for small businesses; social network profiles
promoted tweets, 275
promoting events, 125
prospecting for sales leads via online social networking, 72-74
prototyping
collaboration in, 146-147
defined, 145
feedback in, 148
Putnam, Robert, 46
Q–R
questionable content, ad adjacency to, 133
Rainie, Lee, quote, 45
rapport, building and sustaining via social networking sites, 81-84
“reading between the lines” in recruiting, 170-171
real—time applications in future of social Web, 334-335
reciprocity ring, 59-61
recommendations on LinkedIn, 172
recruiting
active candidates, 165
advice for job candidates, 177-178
brand awareness and, 173
candidate references, 171-172
college recruiting, 166-168
employee poaching, 178
maintaining ties between recruiter and job
candidate, 174-177
passive candidates, 165-166
“reading between the lines,” 170–171
referrals from extended networks, 168-169
sales versus, 159-160
social networking site comparisons, 160-164
sourcing and screening job candidates, 164-171
in specialized networks, 170
transitive trust in, 173-174
Red Bull, 245
references for job candidates, 171-172. See also customer references, 79-81
referrals from extended networks, 168-169
Reichelt, Leisa, 138
relationship building in recruiting, 162
relationship—centric model, content—centric model versus, 17
relationships. See also customer relationships, 67-68
business relationships building on Twitter, 207-208
networking on socialWeb, 208-210
communication
changing expectations of, 48-49
Facebook as CRM, 49-50
new modes of, 48
cost of staying in touch, 45
Facebook versus other social networking sites, 20
in Internet Era, 14-16
limits on number of, 50
lower barriers to engagement, 62
Metcalfe’s Law, 58
offline networks, supporting with online social networking, 56-57
reciprocity ring, 59-61
tagging in Friend Lists, 57
weak ties, 50-52
latent value of, 55-56
maintaining via
Facebook, 203-207
online versus offline networks, 53-54
options for, 54
role of social networking sites in, 51
serendipity from social networking sites, 54-55
reminders on Facebook, 203
Renren, 11
reputation of company, 173
requesting introductions, 210-211
Resnicks Hardware Store, 246
responding to friend requests, 202-203
to mistakes in customer service, 97-100
retargeting, 252
return on investment (ROI) of social Web, 335
risk areas, identifying, 318-320
Rogers, Everett, 150
ROI (return on investment) of social Web, 335
Roner, Shawn, 304-306
running social marketing campaigns, 270
S
sales
customer relationships in, 67-68
integration with customer service, 92
recruiting versus, 159-160
word—of—mouth, 189
sales cycle
B2B sales
Facebook in, 71
versus B2C sales, 69-70
online social networking in, 69
collaboration with team members, 78-79
credibility, establishing, 72
CRM, 85-88
customer organizational hierarchy, navigating, 77-78, 84
customer references, 79-81
optimal network structures, 82-83
prospecting for leads, 72-74
rapport, building and sustaining, 81-84
Salesforce, 25
Scanlan, Ed, quote, 159
Schatzer, Jeff, 177
Schawbel, Dan, 37-38
Schultz, Deborah, 147
Schwartz, Carol, 308
Schwartz, Jonathan, 192
sCLV (social customer lifetime value), 189-190
screening job candidates, 164-171
search advertising, ineffectivenes on passive buyers, 115
search engine optimization (SEO), 94, 287
searching on Facebook, 204
Sears Holding Company, 235-236
Second Cup, 28
security risks, 319
Seesmic, 95
Seesmic Desktop, 24
segmenting audience, 198-199, 204
The Selfish Gene (Dawkins), 137
SEO (search engine optimization), 94, 287
server—side personalization, 27
sharing
ease of, 120-121
in social network profiles, 31-34
shopping, social, 123-124
single sign—on, 26
SixDegrees.com, 20
Slideshare, 24
small businesses
best Facebook Pages, 246-247
building community, 283
building sphere of influence, 284-285
Facebook Pages versus Web sites, 285-287
Facebook personal profiles for, 281-282
help with digital initiatives, 290-291
location targeting, 282
networking opportunities, 288
persona marketing, 288
small initial investment, 279-281
time management, 289-290
Smart, Jonathan, 285
Smarty, Ann, 216
Smith, Ben, 191
social ads, 122
social applications, 206
social capital, 46-48
flattening of hierarchies, 58
in future of social Web, 336
reciprocity ring, 59-61
in sales, 78
sources of, 47
weak ties, 50-52
latent value of, 55-56
online versus offline networks, 53-54
options for, 54
role of social networking sites in, 51
serendipity from social networking sites, 54-55
social CRM
business use cases, 185-187
social media versus, 87-88
social customer lifetime value (sCLV), 189-190
social customer references. See customer references, 79-81
social distribution (word–of–mouth), 118-119
ease of sharing, 120-121
event promotion, 125
reaching new audiences, 122-123
social ads, 122
social gaming industry example, 119
social shopping, 123-124
social gaming
special offers, 130
word—of—mouth in industry, 119
social marketing campaigns, running, 270
social media
popularity of, 11-13
reasons for learning, 4
social CRM versus, 87-88
social networking versus, 17
social media council, changing company culture, 315-316
social media policy, 318
communicating to fans, 325-327
guidelines for, 320-325
key risk areas, identifying, 318-320
social memes, inspiration from, 137-139
social network mapping, transitive trust, 42-43
social network profiles corporate branding and, 38-39
mining data from, 40
online identity in, 31-34
personal branding and, 35-38
social networking etiquette for, 212
Facebook for Websites, 25-29
Google Buzz, 21
history of, 13
planning for avoiding pitfalls, 194
business objectives, 184-187
customer interests, 192
launching plan, 192-194
metrics, 187-190
team efforts, 190-192
platform applications, 23-25
private social networks, 22-23
reasons for Facebook’s success, 20-21
social media versus, 17
young people’s involvement in, 34
social networking sites asking for favors on, 62
as CRM, 85-88
Facebook as CRM, 49-50
online versus offline networks, 53-54
for recruiting, 160-164
role in interpersonal relationships, 51
serendipity from, 54-56
social capital, sources of, 47
supporting offline networks with, 56-57
social networking tools integration of, 329
list of, 330
social plugins, 27
social shopping, 123-124
social Web
communication
changing expectations of, 48-49
new modes of, 48
customer role in, 14
customer service and, 91-92
cost savings calculations, 105
as customer—centric, 40-41
in digital media evolution, 16-17
education and, 302-306
future of, 333
geolocation applications, 334-335
personalization, 334
social aspect of, 334
trends in, 335-336
healthcare and, 299-302
FDA regulations, 301–302
HIV/AIDS awareness case study, 299-301
in innovation process. See innovation Internet Era, lessons from, 14-16
marketing and, 109-111
challenges and limitations, 131-133
customer engagement, 126–131
hypertargeting, 111-118
social distribution, 118-125
networking on, 208-210
nonprofits and, 293-299
Dragonfly Effect, 298–299
tips for, 297
political campaigns and, 306-310
2008 U. S. presidential campaign case study, 306-308
brand promotion versus, 309
ROI of, 335
for small businesses building community, 283
building sphere of influence, 284-285
Facebook Pages versus
Web sites, 285-287
Facebook personal profiles for, 281-282
help with digital initiatives, 290-291
location targeting, 282
networking opportunities, 288
persona marketing, 288
small initial investment, 279-281
time management, 289-290
social word—of—mouth in recruiting, 162
Sosnik, Douglas, 306
sourcing job candidates, 164-171
special offers Facebook Pages, 241-242
specialized networks, recruiting via, 170
sphere of influence, building for small businesses, 284-285
Spiridellis, Gregg, 28-29
sponsoring applications, 129
Sprout Builder, 128
Starbucks Coffee Company, 163, 242
State of Utah social media guidelines case study, 322-324
Static FBML, 267
statistics on social media, 4-5, 11, 13
status updates, inspiration from, 137-139
strangers, friend requests from, 56-57
Stumpf, John, 314
subtle information in recruiting, 170-171
success of Facebook, reasons for, 20-21
Synthesis.net, 283
T
T. G. I. Friday, 246
tagging relationships in Friend Lists, 57
tailored ad campaigns, 113-114
targeted advertising, 40
team members, collaboration with, 78-79
teams for social networking initiatives, 190-192
Telligent, 22
tenure in recruiting, 170
Testimonials (Facebook application), 172
Texas HoldEm, 130
theKbuzz, 291
Think! Graphic and Printing, 247
time management for small businesses, 289-290
time requirements for Facebook setup, 193
Toyota, 98
traffic generation, 286
training employees, 318
nature of, 80
transparency in customer service, 96
Travelocity Roaming Gnome, 239
The Treats Truck, 246
troubleshooting, hypertargeting ads, 269
trust
in collaboration, 147
nature of, 80
tummlers, 147
TurboTax custom apps, 227-228
TweetBeep, 95
tweets, promoted, 275
Twitpic, 24
@replies, 206
benefits of, 219
building business relationships, 207-208
CTR (click—through rate), 264
direct messages, 206
Facebook and LinkedIn versus, 17-19
inspiration from, 137
integration with other tools, 329
launching social networking strategy on, 192-193
platform applications, 24
privacy settings, 202
promoted tweets, 275
recruiting via, 163-164
time required for, 193
tips for effective marketing, 234
word—of—mouth, 218
Twitterholic, 24
U–V
U-Save Moving, 247
U. S. presidential campaign (2008) case study, 306-308
Underwood, Gentry, 142-143
“United Breaks Guitars” (song), 97
Utah social media guidelines case study, 322-324
value of relationships, determining from social networking sites, 54-56
Venezia Day Spa, 246
Victoria’s Secret, 245
video commenting, engagement ads, 271
videoconferencing in future of social Web, 336
Virgin Airlines, 26
Virgin America, 124
virtual gifts, engagement ads, 271
W
Wachovia, 246
wall posts, 205
Wampler, Kira, 94
Wanamaker, John, quote, 111
Wang, R “Ray,” 185–187
Warden, Pete, 123
We’re Related, 25
weak ties
between recruiters and job candidates,
maintaining, 174-177
maintaining via Facebook, 203-207
social capital of, 50-52
latent value, 55-56
online versus offline networks, 53-54
relationship options, 54
role of social networking sites in, 51
serendipity from social networking sites, 54-55
Web 2.0 Expo, 125
Web conferencing in future of social Web, 336
Web sites for small businesses, Facebook Pages versus, 285-287
Weil, Elizabeth, 207-208
Wikinomics (Tapscott and Williams), 13
Williams, Anthony, 13
word—of—mouth, 118, 218. See also social distribution
WordPress, 24
Work With Us (recruiting application), 161, 169
X–Y–Z
Xbox Live, 26
Yammer, 138-139
young people on social networking sites, 34
YouTube, MySpace and, 24
Zappos, 98
Zilli, Luke, 247
Zipcar, 184
Zuckerberg, Mark, quote, 31