Index
Numbers
1-800-FLOWERS.COM, 113
A
actionable, 174
active participants, 84
activist protests, 158
adaptive web personalization, 114
advanced analytics, 189
affinity analysis, 191-192
comprehensive analysis, 190-191
evolving topics, 191
sentiment analysis, 192
Advanced programs, 145
affinity analysis, 191-192
AGENDA, 221
Align corporate goals and culture, 224-225
Analyze your data, 232-233
case studies, IBM, 221-224
Design for reputation and risk management, 230-231
Engage through experience, 227-228
Gain social trust, 226-227
Network your processes, 229-230
sample AGENDAs
Avery Dennison, 234-236
BASF, Germany, 237-240
Cars.com, 240-242
Celestica, 243-244
IBM India, 245-247
Sogeti, France, 247-249
agendas, Social Business AGENDA, 18-19
aligning
corporate goals and culture, Celestica, 36-37
metrics, 176
organizational goals and culture, 8-10
Align Organizational Goals and Culture workstream, 8-10
Altimeter Group, 144
America the Story of Us, 105
American Eagle Outfitters, interaction, 111
analyzing data, 232-233
Social Business AGENDA, 16-17
Anger, Thomas, 108
Apple, 12
The Apply Group, 99
Armano, David, 3
Arrow Enterprise Computing Solutions (Arrow ECS), 206
assessing maturity, 146-147
Assisted Serendipity, 109
AT&T, 152
Australian Open, case studies, 96-97
automated check-in, 109
Avery Dennison, AGENDA, 234-236
awareness, client sentiment and, 87
B
B2B (business to business), 78
B2C (business to consumer), 78
Bank Hapoalim, 116
Barclaycard Waterslide Extreme, 97
BASF
networking processes, 125
sample AGENDA, 237-240
behavior-driven personalization, 114
benchmarking with other companies, 230
best friends, 226
Bitly, 179
Blendtec, video, 107
blind trust, 54
blogferences, 246
Blue Cross and Blue Shield, 220
customer service, 138-139
Blue Cross and Blue Shield of Massachusettes, networking processes, 126
BlueIQ, 40
BlueThx, 39
BNY Mellon, 112
Boinodiris, Phaedra, 100
Boland, David, 42
Bonacci, Leonard, 37
Boston Medical, 27
BPM (business process management), 122
Brady, Arlo, 154
brand advocacy strategy, 226
brand advocates, 226
brand armies, 159
Reputation and Risk Management Plan, 159-161
brandjacking, 158
Branson, Richard, 164
Brazen Careerist, 92
Build-A-Bear, 78
Burns, Dr. Jeffery, 108
business analytics, social analytics and, 173-175
businesses, future-proofing, 218-221
business processes
customer service, 135-137
Human Resources, 128-130
marketing, 132-133
networking, 122-126
product development and innovation, 140-142
reviewing, 13-14
socially empowered business, 127-128
business process management (BPM), 122
business results
employee engagement, 80-81
engaged clients, 81
business to business (B2B), 78
business to consumer (B2C), 78
C
Calleran, Mark, 110
Cardiff University, 206
Carroll, David, 152
Cars.com
AGENDA, 240-242
trust, 62
Carvalho, Larry, 62
case studies
AGENDA, IBM, 221-224
aligning corporate goals and culture
Celestica, 36-37
Sogeti, 43-44
Australian Open, 96-97
CEMEX, 143
CityOne, 100-101
Creek Watch, 95-96
customer service
Blue Cross and Blue Shield, 138-139
Sennheiser Electronic GmbH & Co. KG, 137-138
Domino’s Pizza, 165-166
Farmers Insurance Group, gaming, 99-100
Ford Motor Company, 166
future engagement
American Eagle Outfitters, 111
Coca-Cola Villages, 110
Salvation Army, 110
IBM, 130-131
goals and culture, 45-47
identification
Bank Hapoalim, 116
Fabergé, 115-116
Innov8, 100-101
integration
1-800-FLOWERS.COM, 113
BNY Mellon, 112
Kenneth Cole, 167
LBS (location-based services)
Disney, 106
History Channel, 105
Starbucks, 105
marketing
IBM, 134-135
US Open Tennis, 134
product development and innovation
CEMEX, 143
China Telecom, 142
Seton Hall University (SHU), 188-189
Sogeti, 130
utility company, 131-132
video
Blendtec, 107
Children’s Hospital Boston, 107-108
Sun Life Financial, 108-109
virtual gifting
Godiva, 102
Volvo, 102-103
Caterpillar, networking processes, 126
Celestica
AGENDA, 243-244
case study, aligning corporate goals and culture, 36-37
CEMEX
Human Resources, 143
product development and innovation, 143
CEMEX of Mexico, transparent and open conversations, 59
Center of Excellence, 192-193
CFOs (chief financial officers), ecosystems, 64
Change Management, 205
characteristics of Social Business, 6-7
chief financial officers (CFOs), ecosystems, 64
Children’s Hospital Boston, video, 107-108
China Telecom, product development and innovation, 142
Chocolate Talk, 102
circle of trust, 52
client engagement, social clients, 84-88
clients, engaged clients (business results), 81
client sentiment, awareness and, 87
Coca-Cola Villages, interaction, 110
Cole, Kenneth, 167
collaborative filtering, 114
collective intelligence, 83
ComBlu, 91
Comcast, Twitter, 24
communication, establishing trust, 56
Communispace, 102
communities, 69
building, 65-69
versus crowds, 69-71
community managers, 90, 228, 250
companies, friends, 61-63
competition, technology (Social Business AGENDA), 18
comprehensive analysis, 190-191
comScore, 54
conferences, virtual, 177
connect.BASF, 239
connectedness, 5
Connections, 37
consistency, trust plans, 56-58
content activation plan, 227
content strategies, 91
conversations, 12
Converseon, 157
Cordero, 57
Corporate Memory, 223
Costa Rica, tourism, 78
Costolo, Dick, 95
criminal activity, 158
crowds versus communities, 69-71
culture, 24-29. See also organizational culture
aligning with organizational goals, 8-10
case studies, 36-44
for participation, building, 41-43
water, 29
customer service
case studies
Blue Cross and Blue Shield, 138-139
Sennheiser Electronic GmbH & Co. KG, 137-138
social analytics for, IBM, 194-195
socially networking business processes, 135-137
D
data, analyzing, 16-17, 232-233
Dau, Peggy, 38
DeepMile Networks, 183-184
DeLeon, Ramon, 165
Dell, 152
Deloitte Consulting, 42
Deloitte D Street project, 42
designing for reputation, 230-231
and risk management, Social Business AGENDA, 15-16
developerWorks, 71
developing trust plans, 54-55
expertise and thought leadership, 55-56
responsiveness and consistency, 56-58
transparent and open conversations, 58-60
Dickson, Tom, 107
Dietrich, Gini, 60
digital reputations, 52
Disney, location-based services, 106
E
earned, 173
ecosystems, 60-63
building communities, 65-69
enemies, 74
going where they hang out, 63-65
tippers, 71-74
Edelman Trust Barometer, 53
educating employees, 39-41
Egyptian Revolution, 183-185
Eliason, Frank, 24
emotion, 114-115
business results, 80-81
social employees, 82-83
employees
educationg, 39-41
empowering to participate in Social Business, 37-39
negative comments, 161
new employees, millennials, 79
social employees, 79
employee sentiment, 83
empowering employees to participate in Social Business, 37-39
end goals, 28
enemies, 74
Energizer, 152
engaged clients, business results, 81
engaged (Social Business characteristic), 6
engagement, 78-79
clients, social clients, 84-88
employees. See employee engagement
how to do it, 93
measuring, 186-187
principles of, 88-92
ENGAGEMENTdb, 187
engagement plans, 228
Engage workstream, 79
engaging Social Business, 219
engaging through experience, 227-228
Social Business AGENDA, 12-13
Esteban, Camilo, 68
evolving topics, 191
executives, defining roles of, 30
Executive Sponsor Group, 31
experiences, engaging through, 12-13, 227-228
experimentation, 44-45
expertise, trust plans, 55-56
F
Facebook, 69
friends, 60
Seton Hall University (SHU), 189
Facebook Insights, 187
Farmers Insurance Group, gaming, 99-100
FarmVille, Farmers Insurance Group, 99
Fauscette, Michael, 82
followers, 60-61
Follower Wonk, 157
Ford Motor Company, 166
Forrester Groundswell Awards, 143
History Channel, 105
hotel discount example, 9
Fox, Maggie, 159
Friedman, Thomas, 4
bringing to you, 65-69
companies, 61-63
tippers, 71-74
future engagement, 109-110
case studies, 110-111
future-proofing your business, 218-221
G
G2C (government to citizen), 78
gaining trust, 10-12
Gallup, Q12, 80
gaming
CityOne, 100-101
Farmers Insurance Group, 99-100
Innov8, 100-101
interaction, 97-99
MyTown, 101
Gatorade, 193
gDiapers, 65
Gefen, Tamir, 87
Ghonim, Wael, 183
Gillen, Paul, 135
Gitomer, Jeffrey, 5
Gladwell, Malcolm, 71
global agendas, Social Business AGENDA, 18-19
Global Market, sample AGENDA
BASF, Germany, 237-240
IBM India, 245-247
Sogeti, France, 247-249
Global Web Index, 18
goals, 24-28
align corporate goals and culture, 224-225
aligning with culture, 8-10
case studies
Celestica, 36-37
IBM, 45-47
Sogeti, 43-44
end goals, 28
in-process, 28
matching to metrics, 175-177
principles of engagement, 90
Godiva, virtual gifting, 102
Godwin, Seth, 71
GoMidjets, 87
Google, trust, 57
Google Alerts, 157
Google Analytics, 187
Google Keyword Tool, 65
go-to teams, 230
governance, 30-34
Governance Model, 10
governments, 220
government to citizen (G2C), 78
Graham-Nye, Jason, 65
Groupon, 98
GuestAssist, 37
guidelines for Social Business, 34-35
H
Happe, Rachel, 91
Harley-Davidson, 17
History Channel, location-based services, 105
Hoffman, Rich, 235
Honda, Facebook page, 152
HootSuite, 156-157
hotel discount example, 9
HR processes, networking, 125
human relations, social analytics (IBM), 198-199
Human Resources
CEMEX, 143
IBM, 130-131
socially networking business processes, 128-130
utility company, 131-132
Hurwitz, Judith, 51
hyperpassive, 109
I
IBM, 64
AGENDA case study, 221-224
analytical tools, 17
case studies
goals and culture, 45-47
Human Resources, 130-131
CityOne, 100-101
customer service, 137
developerWorks, 71
Innov8, 100-101
marketing, 134-135
social analytics, 194-199
Social Business Jam, 18
Watson, 64
IBM Cognos Consumer Insight, 156
IBM India, sample AGENDA, 245-247
IBM Liquid Challenge Program, 87
IBM Spanish South America (SSA), 68
IdeaShare, Sun Life Financial, 108
case studies
Bank Hapoalim, 116
Fabergé, 115-116
Indium Corporation, 91
Infinite Banking Concept game, 97
influence, measuring, 180-183
infrastructure, social technologies, 212-213
Innov8, 100-101
innovation
CEMEX, 143
China Telecom, 142
socially networking business processes, 140-142
in-process goals, 28
Insights, 157
integrate, 93
integrating social techniques, 92
integration, 111-112
case studies
1-800-FLOWERS.COM, 113
BNY Mellon, 112
Intel, Social Media Guidelines, 35
interact, 93-94
future engagement, 109-110
gaming, 97-99
LBS (location-based services), 103-104
mobile devices, 95
video, 106-107
virtual gifting, 101
interaction, social technologies, 208-209
Internet, 218
J
Jeopardy, 218
Jiepang, 104
Jimmy Choo, 91
Jimmy Choo community manager, 67
Johnson, Matt, 141
K
Kardashian, Kim, 172
KBC, 220
key methods for establishing trust in your space, 227
key performance indicators (KPIs), 174
keywords, 156
King, Stephen, 141
Klout, 182
Knoll, Thomas, 28
KPIs (key performance indicators), 174
Krooss, Cordelia, 126
L
language, foul and abusive, 158
LBS (location-based services)
case studies
Disney, 106
History Channel, 105
Starbucks, 105
interaction, 103-104
Leadership Networking Groups (IBM), 131
learning from mistakes, 44-45
Lewis, C. S., 155
Li, Charlene, 144
LinkedIn, 11
relationships, 61
The Lion, the Witch, and the Wardrobe, 155
listening, Reputation and Risk Management Plan, 155-159
listening tools, 231
Listorious, 182
location-based services (LBS), interaction, 103-104
Lopez, Rojas, 68
Lotusphere, 85
M
Malawer, Eric, 184
management roles, 30
governance, 30-34
Manulife, 41
marketing
IBM, 134-135
social analytics, IBM, 196
socially networking business processes, 132-133
US Open Tennis, 134
Marriott, Bill, 38
maturity
assessing, 146-147
Social Business, 144-146
maturity tests, 146-147
McMann, Chris, 113
Meister, Jeanne C., 8
Meteor Solutions, 72
metrics
advanced analytics, 189
affinity analysis, 191-192
comprehensive analysis, 190-191
evolving topics, 191
sentiment analysis, 192
aligning, 176
engagement, 186-187
matching to goals, 175-177
reputation/influence, 180-183
social reach and share of voice, 178-180
time, 186
millennials, 79
mistakes, learning from, 44-45
mobile devices, interaction, 95
MobiThinking, 95
Monty, Scott, 166
Moosejaw, 14
motivating employees, 39-41
Mountain Dew, 141
MyTown, 101
N
negative comments, employees, 161
Nestle, 158
Netflix, 78
network density, 83
networking
processes, 122-126
customer service, 135-137
Human Resources, 128-130
marketing, 132-133
product development and innovation, 140-142
socially empowered business, 127-128
networking processes, 229, 230
new employees, millennials, 79
nimble, Social Business, 7, 220
Novice programs, 145
O
Odden, Lee, 66
Operations Central, Celestica, 244
organizational charts, 122-123
organizational culture, aligning for Social Business, 8-10
organizational goals, aligning with culture, 8-10
organization charts, 129
owned, 174
Owyang, Jeremiah, 17
P
Page, Larry, 57
paid, 173
Palmisano, Sam, 38
Papyrus Revolution, 183
participation, building culture for, 41-43
participation in Social Business, 38
passive participants, 84
Pediatric Intensive Care Unit Without Walls, 107
peer-to-peer training, 40
Pepsi Corporation, Gatorade, 193
personal connections, 114-115
personalization, 114
PitchEngine, 179
plans, Reputation and Risk Management Plan, 155
brand armies, 159-161
listening, 155-159
response plans, 161-164
PLI (Practicing Law Institute), 64
Porter, Joshua, 13
postmortems, 231
Pozniak, Jerry, 56
Practicing Law Institute (PLI), 64
Pratt & Whitney, 88
premortems, 231
Price Chopper, 161
principles of engagement, 88-92
processes, networking, 122-126, 229-230
customer service, 135-137
Human Resources, 128-130
marketing, 132-133
product development and innovation, 140-142
socially empowered business, 127-128
Procter & Gamble, 89
product development
CEMEX, 143
China Telecom, 142
socially networking business processes, 140-142
productivity, 83
Project Shift, CEMEX, 143
PR storms, 15
Q
Q12 (Gallup), 80
Quantum, 89
R
rating systems, response plans, 162
Ray, Augie, 72
R&D (research and development), 124
readership, 179
recommendations, 153
red ratings, 162
relationships, 219
building, 53
principles of engagement, 92
trust, 53
Rennie, Alistair, 30
reputation
digital reputations, 52
measuring, 180-183
plans to reduce risk, 155-161
risk management and, 152-155
Reputation and Risk Management Plan, 155, 231
brand armies, 159-161
listening, 155-159
response plans, 161-164
response plans, Reputation and Risk Management Plan, 161-164
responsiveness, trust plans, 56-58
return on everything, 172
reverse mentoring programs, 40
reviewing business processes, Social Business AGENDA, 13-14
revolutions, Egypt, 183-185
RFID bands, 110
Richard Scott Salon and Spa, 219
Richards, Francine, 135
risk management, 230-231
designing for, 15-16
reputation and, 152-155
Reputation and Risk Management Plan, 155
brand armies, 159-161
listening, 155-159
response plans, 161-164
RobustCloud, 62
ROE (return on everything), 172
ROI (return on investment), 172
socially networking business processes, 127-128
role-based personalization, 114
roles, defining roles of management and employees, 30
governance, 30-34
rule-based personalization, 114
S
Salvation, interaction, 110
Samepoint, 157
Sánchez, Óscar Arias, 19
Scarborough, Dean, 236
Schadler, Ted, 37
Schaffer, Neal, 45
Scott, Richard, 219
Sennheiser Electronic GmbH & Co. KG, customer service, 137-138
Sennheiser Sound Academy, 138
sentiment analysis, 192
share of voice, measuring, 178-180
Sharpie, 72
Shift, CEMEX of Mexico, 59
SHU (Seton Hall University), 188-189
SlamTracker, 96
SMEs (subject matter experts), 56
Snapple, 141
social analytics, 232
business analytics and, 173-175
defined, 17
for customer service, IBM, 194-195
human relations, IBM, 198-199
marketing, IBM, 196
stages of, 177
Social Analytics Center of Excellence, 192-193
social analytics managers, 250
Social Business, 24
characteristics of, 6-7
culture, 24-29
defined, 4-6
engaging, 219
goals, 24-28
maturity, 144-146
nimble, 220
social media and, 5-6
transparency, 220
Social Business AGENDA, 7-8, 26
Align Organizational Goals and Culture workstream, 8-10
workstreams
aligning organizational goals and culture, 8-10
analyzing your data, 16-17
designing for reputation and risk management, 15-16
engaging through experiences, 12-13
gaining trust, 10-12
global agendas, 18-19
reviewing business processes, 13-14
technology as a competitive advantage, 18
Social Business capabilities diagram, 204
Social Business Champion, 30, 33
Social Business Digital Council, 32, 33
Social Business guidelines, 34, 35
Social Business managers, 228
social business reputation managers, 250
social business risk managers, 250
social capital, 8
social clients, engagement, 84-88
social content capabilities, social technologies, 209-210
social curators, 250
social customer support managers, 251
social data, social technologies, 209
social employees, 79
engagement, 82-83
Social Everyplace, 222
social insight, social technologies, 210-211
social interaction capabilities, social technologies, 208
socially networking business processes
customer service, 135-137
Human Resources, 128-130
product development and innovation, 140-142
ROI, 127-128
social media, 5
defined, 4
Social Business and, 5-6
social media aggregation, 210
Social Media Aggregator, 85
Social Media Guidelines, Intel, 35
Social Media Policy, Zappos, 35
Social Mention, 157
social model shift, 219
social networking business processes, 13-14
social networking processes, 229-230
social product innovation managers, 251
social reach, measuring, 178-180
Social Reputation and Risk managers, 231
social techniques, integrating, 92
social technologies, 205-207
core capabilities, 207-212
infrastructure, 212-213
social technology, 204
SocialToo, 187
SocMetrics, 181
aligning corporate goals and culture, 43-44
sample AGENDA, 247-249
Soovox, 182
Southwest Airlines, customer service, 137
Spin Sucks, 60
Spiral16, 157
stages of social analytics, 177
Starbucks, location-based services, 105
subject matter experts, 56
Succeeding@IBM, 82
Sun Life Financial, video, 108-109
Swislow, Bill, 242
Syncapse Corporation, 61
T
Taylor Guitars, 152
TeamPark (Sogeti), 130
teams, go-to teams, 230
TeamSource, BNY Mellon, 112
technology, 204-205
as a competitive advantage, Social Business AGENDA, 18
social technologies, 205-207
core capabilities, 207-212
infrastructure, 212-213
threats, 158
Three I’s
identification, 114-15
integration, 111-112
interact, 94
future engagement, 109-110
gaming, 97-99
LBS (location-based services), 103-104
mobile devices, 95
video, 106-107
virtual gifting, 101
Three I’s (Interact, Integrate, Identify), 93
throught leadership, trust plans, 55-56
time, measuring, 186
topics, evolving, 191
TopRank blog, 66
tourism, Costa Rica, 78
trade secrets, 158
training, 40-41
peer-to-peer, 40
transparency, 25
Social Business, 220
transparent and open conversations, trust plans, 58-60
transparent (Social Business characteristic), 6
trust, 52
as protector of Social Business, 52-53
blind trust, 54
ecosystems, going where they hang out, 63-65
establishing through communication, 56
friends of companies, 62
gaining social trust, 10-12, 226-227
importance of, 53-54
relationships, 53
trust creators, 55
trust plans, developing, 54-60
TubeMogul, 180
TweetDeck, 156-157
TweetEffect, 157
TweetReach, 179
TweetUps, 85
Eliason, Frank, 24
followers, 61
U
United Airlines, 152
United Nations, 220
US Open Tennis, marketing, 134
V
video
case studies, 107-109
interaction, 106-107
video e-meetings, 209
Virgin Atlantic, 164
virtual conferences, 177
virtual gifting, 101-103
virtual pilgrimages, 13
Visa, 27
Vogt, Patrick, 159
Volkswagen, 92
Volvo, virtual gifting, 102, 103
W
Wang, Ray, 63
water, culture, 29
wikis, 172
Willyerd, Karie, 8
Woopra, 179
workstreams, Social Business AGENDA. See Social Business AGENDA
Wright, George, 107
Y
yellow ratings, 162
YouTube, 27
interaction, 106
YouTube Insights, 187
Z
Zambrano, L. H., 59
Zappos, 72
customer service, 137
goals, 90
Social Media Policy, 35
Zeitlin, Marc, 100