Index
Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.
Acknowledgment:
of others, 15
of positive comments, 92–95
Administaff, 208
Advertising, 181–196
available tools for, 40
to drive traffic and leads, 183–184
on Facebook, 28, 182–190, 192–195
integrating social media with, 173
lifetime value of, 191–195
on LinkedIn, 190–191
post boosts, 184–185
and return on marketing investment, 218
television, 248
on Twitter, 191
wasteful spending on, 34–35
(See also Target audience)
Aesthetic Family Dentistry, 62–63
Allergan Medical Aesthetics, 20–21
ALS Ice Bucket Challenge, 160
American Red Cross, 204–205
Anchor Associates, 143–144
Angie’s List, 262
Applications (apps), 185, 219–220
A-Space, 262
Athletes, 113
@replies (Twitter), 242–243
Audi, 253
Auntie Anne’s, 156
Authenticity, 103–114
of celebrities, 112–113
in community building, 71–72
developing, 106–109
meaning of, 104–105
and scripting vs. improvisation, 105–106
and trust, 109–111
Bad comments (see Negative comment responses)
Behaviors, targeting people by, 185
Beiler, Anne, 156
Bergdorf Goodman, 254
Best Buy, 210
Birthday, targeting people by, 185, 187
Blendtec, 144–145
BlogDash, 261
Blogdigger, 261
Blogger, 259
B1Example, 110–111
Booker, Cory, 122–123
Books, 10
Boqueria, 258
Boston Celtics, 256
Boston Public Health Commission, Division of Violence Prevention and Office of Communications, 110
Boynton, Kimberly, 167–168
BP (British Petroleum), 201
Bradshaw, Leslie, 25
Brains on Fire, 162
Brand ambassadors, 98–101
(See also Inviting fans)
Brand communities, 71–72
Brand marketing, 46–50
Brands:
articles published by, 140
credibility of, 218
personality of, 92–93
on Pinterest, 253–254
reputation of, 218
stories of, 155–156
values of, 100
voice of, 93–95
Branson, Richard, 246
British Petroleum (BP), 201
Broadcasting, engagement vs., 46
Brooklyn Cyclones, 149
Budget, advertising, 189
Built to Last (Collins), 207
Burberry, 252
Business practices, likeable, 229
Buying opportunities, 217–226
apps for, 219–220
example of, 223–224
and Facebook sales funnel, 221–222
and Facebook updates, 224–226
and inventory management, 222–223
and sales as return on marketing investment, 218
simplicity and ease of, 218–221
(See also Sales)
Cabot Cheese, 254
Call-to-action buttons, 185
Carroll, Dave, 73
Century 21 Real Estate, 49–50
CEOs:
apologies from, 199–200
Charitable contests, 165–166
Charitable giving stories, 154–155
Chronic fatigue syndrome, 35, 36
Circles (Google+), 250–251
Cisco, 211–212
Coca-Cola, 250
Colbert, Stephen, 105
Collins, Jim, 207
Comcast, 111
“Comcast Technician Sleeping” video, 74
Comments, 80
bad (see Negative comment responses)
deleting, 81–82
good (see Positive comment responses)
ignoring, 81
and News Feed algorithm, 225
responding to, 174–175, 228–229
and brand voice, 93–95
regulated vs. authentic, 107–108
social network conversations, 96–98
(See also Listening; Questions)
Community building, 71–72
(See also Engagement)
Community pages (Facebook), 236–237
(See also Negative comment responses)
Confessions of a Traffic Lawyer (blog), 148
Connection:
following initial sales, 222
(See also Engagement)
Consistency, in sharing content, 141–142
Consumers (see Customers/consumers)
Content:
availability of, 176–177
consistency in sharing, 141–142
free, 137–138
(See also Providing value)
likeable, 229
on LinkedIn, 246
Contests, 210–212
Conversion rate, 60
Copeland, Jerry, 156–157
Corporate communications executives, 200–201
Cost:
of social media advertising, 189, 190
of social media plan, 9–10
Cost per action (CPA), 189
Cost per thousand impressions (CPM), 189
Coupons, 142–143
CPA (cost per action), 189
CPM (cost per thousand impressions), 189
Credibility, 218
Crises, 201–202
(See also Leveraging mistakes)
Crowdrise, 214
Cumberland Farms Chill Zone, 94, 212–213
Custom audiences, 187
Customer service:
and authenticity, 103–104
customer engagement in solving issues, 72
integrating social media with, 174
using Twitter in, 243–244
Customers/consumers:
as fans (see Inviting fans)
ignoring needs/complaints of, 13, 14
inspiring story sharing by, 160–161
most passionate, 163
responding to comments of (see Negative comment responses; Positive comment responses)
storytelling tools for, 162–164
thinking like (see Thinking like a consumer)
valuing, 101–102
Dashboard (Tumblr), 257
David’s Bridal, 149
Deleting comments, 81–82
Delight (see Surprise and delight)
Dell, 222–223
Demographics, 185
Differentiation, 209
Direct messages (Twitter), 243
Disc Replay, 224
of brand ambassador relationships, 99
of messaging for others, 116, 122
by public figures and governments, 121–123
Discussion-generating questions, 132–133
DKNY, 258
Dogfish Beer, 205
Domino’s Pizza, 203–204
Do-not-delete (DND) rule, 81–82
Doyle, Patrick, 203
Dunkin’ Donuts, 111, 164, 249, 250
E!, 258
Economist, 257
EdgeRank, 42–43
Education, targeting people by, 185
Educational Employees Credit Union (EECU), 119–120
888-RED-LIGHT, 147
E-mail marketing, 192
Emergency planning, 201
Emotional connections, 128, 169
Employees:
as subject of stories, 152
targeting, 188
Engagement, 67–78
asking questions for, 129–130
broadcasting vs., 46
in community-building, 71–72
core values in, 70–71
defined, 69
difficulty of developing, 73–74
examples of, 74–77
with Facebook posts, 43–44
and listening, 14–15
for nonprofits and governments, 74–77
and post boosts, 184–185
in solving customer service issues, 72
as talking with customers, 68–69
Entenmann’s, 125–126
Epic Change, 159–160
Ertley, Aimee, 97
Ethics code (WOMMA), 117–118
Expectations, exceeding, 209
(See also Surprise and delight)
Extra Space, 152
Facebook, 96
advertising on, 28, 182–190, 192–195
ALS Ice Bucket Challenge on, 160
authentic connection on, 105
B1Example on, 110–111
brand communities on, 72
Bring It Back campaign on, 126
call-to-action buttons on, 185
“Chase Community Giving: You Decide What Matters” program on, 155
Cisco Networking Academy fan page on, 211–212
community pages on, 236–237
competition on, 51
conversations on Twitter vs., 243
Disc Replay referrals through, 224
employee access to, 177–178
Epic Change Thanksgiving program on, 160
Fan of the Week on, 154
fan pages on, 240–241
Fibro 360 community on, 36
as focus group, 128–129
Franklin Sports fans on, 210–211
groups on, 235
hypertargeting with, 25
“I Love Mary @ McDonalds/Chandler” group on, 152–153
impact of, 7–9
Instagram, 255–256
integrated with Web presence, 176
inviting likes on (see Inviting fans)
listening on, 22
LOFT ad on, 197–199
Medtronic on, 166–167
movie about, 105
News Feed, 41–45, 47, 184, 217
numbers of friends on, 55, 183
as “official website,” 175–176
1-800-Flowers on, 225
pages on, 235
The Pampered Chef on, 47–49
and personalization, 5
posting on, 43–44
products of, 161
profiles on, 235
questions and engagement on, 129–130
reasons for using, 231
sales funnel of, 221–222
sales through, 217–220
(See also Buying opportunities)
San Rafael community on, 179
selling apps for, 219
sharing reviews on, 232
sharing stories on, 161
social plug-ins on, 237–238, 240–241
SodaStream on, 223–224
spreading the word through, 96
Stride Rite moms community on, 76–77
Table Talk feature on, 133
Take Control! program on, 74–76
Text to Like feature of, 59
Timeline on, 238–240
use of LinkedIn vs., 246–247
users and employees of, 84–85
uses of, 232–233
using, 234–241
videos on, 154
Facebook News Feed, 41–45, 47, 184, 217
Facebook Stories, 161
Facebook updates, 224–226, 241
Fan of the Week (Facebook), 154, 164, 165
Fan pages (Facebook), 239–241
Fans:
inviting (see Inviting fans)
likes vs., 236
targeting, 187
Fear, inauthenticity and, 109
Federal Trade Commission (FTC), 118
Fibromyalgia & Fatigue Centers (FFC), 35–36
Fire drills, 201
Fiskars, 162–163
Fiskateers community, 162–163
Fitton, Laura, 41
Flickr, 262
Flowerama Richfield, 145
Followers, inviting (see Inviting fans)
Franklin Baseball, 164
Franklin Sports, 210–211
Free value/content, 137–138, 142
(See also Providing value)
Friends, 236
(See also Inviting fans)
Friends of Connections, 182–183
FTC (Federal Trade Commission), 118
Gates, Bill, 246
GetResponse, 143
Good comments (see Positive comment responses)
Google+, 250–252
Google AdWords, 191
Google Blogs, 261
Google Buzz, 250
Google Wave, 250
GoPro, 249
Governments:
engagement by, 74–77
honesty and transparency of, 121–123
Groups (Facebook), 235
Gulf oil spill, 201
Hangouts (Google+), 251–252
Heineken, 249
HGTV, 253
Hofmann, Dom, 249
HomeAdvisor, 232
Honesty and transparency, 115–124, 228
in building trust, 117–119
degree of, 121
in government sector, 121–123
guidelines for, 118–119
throughout customer life cycle, 172
when you can’t answer questions, 119–120
Hootsuite, 244
Horn, Seth, 62
Horowitz, Shel, 19
Houzz, 232
HubSpot, 41
Huffington Post, 184
Human touch, 213–215
Humanizing content, 254
Hypertargeting, 25
“I don’t know,” 119
“I Love Mary @ McDonalds/Chandler,” 152–153
IceRocket, 261
Ignoring comments, 81
Improvisation, scripting vs., 105–106
Inauthenticity, 109
Influential customers:
among your passionate customers, 164
as brand ambassadors, 98
responding to, 84–85
Information technology, integrating social media with, 174
Insight value of questions, 128–129
Insperity, 208
Instagram, 5, 154, 231, 255–256
Integration of social media, 171–180
across departments, 172–175
and likeability, 177–180
to make content/products/services available, 176–177
and need for websites, 175–176
Interactive marketing, 19
Interests, targeting people by, 185
Internet sales cycle, 60–63
Intrinsic interests, 186
Inventory management, 222–223
Inviting fans, 53–65
and converting current customers, 63–64
and importance of likes vs. links, 54–55, 60–63
value proposition in, 56–59
J. Crew, 253
Jackson, Alan, 224
JetBlue, 111, 202–203, 223, 244
Job titles:
inauthentic, 104
JPMorgan Chase, 155
Kaplan, Avi, 160
Karp, David, 257
Kate Spade, 253
Kerpen, Carrie, 26, 148–149, 217–218, 231–233
Key partners, building relationships with, 188
Kroll, Colin, 249
Lady Gaga, 112
Landry, Jesse, 207–209
Lawyers, 200–201
Lay’s, 131
Leader, positioning yourself as, 261
Leveraging mistakes, 197–206
examples of, 202–206
by listening and responding, 201–202
and planning for the unplanned, 200–201
by saying you’re sorry, 199–200
Leveraging social media, 172–175
(See also Integration of social media)
aspects of, 229
and selling on social media, 218
(See also specific topics, e.g.: Listening)
Likeable Local, 30, 44, 192–193, 224
Likeable Media, 6, 30, 36–37, 129, 145–146, 150, 166, 192–193, 212, 223
Likers, targeting friends of, 182–183, 185
Likes:
in consumer decision making, 7–8
of Facebook videos, 154
fans vs., 236
importance of links vs., 54–55, 60–63
inviting (see Inviting fans)
and News Feed algorithm, 225
power of, 2
reasons for, 57
and social media revolution, 4–6
Text to Like feature, 59
on websites, 176
The Limited, 217–218
LinkedIn:
advertising on, 190–191
business-to-business marketing on, 246
hypertargeting with, 25
Influencer program, 246
like feature on, 5
Pulse, 246
reasons for using, 231
Slideshare, 247
target audience on, 31–32
use of Facebook vs., 246–247
using, 245–247
LinkedIn Influencer, 246
LinkedIn Today, 246
Links:
as economy of the social Web, 140
importance of likes vs., 54–55, 60–63
benefits of, 15–16
cost of not listening, 18–19
monitoring vs., 16
ongoing, 19–21
small-business ROI from, 22
so others feel heard, 14–15
to surprise and delight, 209
tools for, 16–18
Location, targeting people by, 185
Location-based social networking, 256
(See also Foursquare)
LOFT, 197–199
Lookalike Audiences, 187
Macy’s, 171–173
Major League Baseball (MLB), 210–211
Marc Jacobs, 171–173
Marketing, 2–4
available tools for, 40
brand, 46–50
e-mail, 192
integrating social media with, 173–174
interactive, 19
providing value vs., 142–146
traditional, 27–28, 38, 69, 127
value of asking questions in, 128
wasteful spending on, 34–35
Mass marketing, 4
Media industry, 4
Medium, 259
Medtronic Diabetes, 166–167
Meltwater Buzz, 17
Men’s Health, 253
Microblogging, 257
Mindshare, 46–47
Mini Acts Mighty Impact initiative (Auntie Anne’s), 156
Mistakes:
admitting and correcting, 108
leveraging (see Leveraging mistakes)
MLB (Major League Baseball), 210–211
Mobile Web, 255
Moms movement, 76–77
Monitoring, listening vs., 16
Monk, Stacey, 159–160
“Motrin Moms” video, 74
Movements, growing, 74–77
Music, 262
Nanotargeting, 25–26
Narcissism, 105
National Multiple Sclerosis Society, 6
NBA, 258
Neeleman, David, 202
Negative comment responses, 79–89
and do-not-delete rule, 81–82
and ignoring comments, 82
“I’m/we’re sorry” as, 84
prioritized by commenter’s influence, 83–84
public, 82–83
with surprise and delight, 87–88
to turn complainers into supporters, 85–87
Neiger, Petra, 211
New coworkers, introducing yourself to, 188
New York City Department of Health, 6, 214–215
New York Mets, 236
New York State Department of Health (NYSDOH), 74–76
News Feed (Facebook), 41–45, 47, 184, 217
News Feed Optimization, 42–45, 225
NH Hotels, 256
Niche social networks, 234, 262–263
Nike, 244
Nintendo, 249
Norton, Edward, 214
NYC Condom campaign, 214–215
NYSDOH (New York State Department of Health), 74–76
Obama, Michelle, 122
O’Brien, Conan, 236
Occupation, targeting people by, 185
One Purrfect Place, 164
1-800-Flowers, 6, 87–88, 149, 225–226
Open call, 130
Openness (see Authenticity; Honesty and transparency)
Operations, integrating social media with, 174
The Oprah Winfrey Show, 217, 218
Orkut, 250
Pages (Facebook), 235
The Pampered Chef (TPC), 47–49
Parature, 17
Partners, building relationships with, 188
Payvment, 219
Peachtree Accounting, 97
Pepsi Refresh, 165–166
PepsiCo, 165–166
Personality:
brand, 92–93
demonstrating, 104–105
of advertising, 186–187
on Facebook, 239
of selling apps, 220
Pictures:
for authenticity, 108–109
on Flickr, 262
on Instagram, 255–256
on Pinterest, 153–154, 252–253
stories told by, 153–154
Pinterest:
like feature on, 5
reasons for using, 231–232
sales through, 218
uses of, 233
using, 252–254
Poland Spring, 184
Political sector, honesty and transparency in, 121–123
Positive comment responses, 91–102
asking commenters to spread the word, 96
and brand ambassadors, 98–101
with creative acknowledgments, 92–95
as part of a conversation, 96–98
Presentations, 247
Private surveys, 129
Products:
availability of, 176–177
listening to feedback on, 18
stories built into, 161–162
Professional services, 60–61, 190–191
(See also LinkedIn)
Profiles (Facebook), 235
Providing value, 137–146
to build trust, reputation, and sales, 138–142
as essence of social media strategy, 41
marketing vs., 142–146
Public figures, honesty and transparency of, 121–123
Pulse, 246
Puma, 256
Pure Barre, 193–195
Quan, 98
Questions, 125–135
discussion-generating, 132–133
and Facebook engagement, 129–130
honesty when you can’t answer, 119–120
and power of crowdsourcing, 130–132
reason for asking, 126–129
Radian6, 17
Rainbow Loom, 249
Rave, Ravie, 123
Raymour & Flanigan, 232–233
Recommendations, 218
Red Bull, 256
Referrals, likes as, 60–61, 224
Relationship status, targeting people by, 185
Research and development, 174
Responding to comments, 174–175, 228–229
(See also Negative comment responses; Positive comment responses)
Return on investment (ROI):
forms of, 218
from generating likes, 63
for Rio Hotel, 1–2
for small businesses, 22
Rewards, stories inspired by, 164–166
Rio Hotel, Las Vegas, 1–2
ROI (see Return on investment)
Rolex, 249
Rolling Stone, 258
Sage North America, 97
Sales:
buying opportunities vs., 218, 219
(See also Buying opportunities)
Facebook sales funnel, 221–222
integrating social media with, 174
providing value to build, 138–142
as return on marketing investment, 218
Sales cycle, 60–63
Sales funnels, 221–222
San Rafael, 178–180
Sanghvi, Ruchi, 42
Scripting, improvisation vs., 105–106
Search engine optimization (SEO), 261
Senior management, integrating social media with, 174
Sephora, 252
ServiceMagic, 232
Services:
availability of, 176–177
likes as referrals for, 60–61
listening to feedback on, 18
stories built into, 161–162
as subject of stories, 151–152
Sesame Street, 258
Share Your Story app, 166–167
Shared prizes, 212–213
Sharing expertise (see Providing value)
Sharpie, 256
Shop Tab, 219
Shoutlet, 219
Show & Sell, 219
Significant other, targeting, 188
Silbermann, Ben, 252
Silverman, Matt, 258
Skittles, 175–176
Slideshare, 247
Small businesses, ROI from listening by, 22
Smirnoff, 149
Smith, Billi, 132
“Social DNA,” 231–232
Social Media Examiner (blog), 213–214
Social media policy, 108
Social media presence, 243
Social media/social networks, 9–10
in customer experience (see Integration of social media)
as engagement media, 14–15
location-based, 256
for mobile Web, 255
revolution engendered by, 4–6
uses of (see Using social networks)
ways of using, 231–233
(See also individual networks, e.g.: Facebook)
Social Mention, 244
The Social Network (movie), 28, 105
Social plug-ins (Facebook), 237–238, 240–241
SodaStream, 223–224
Sorkin, Aaron, 105
Spears, Britney, 122
Staff:
as subject of stories, 152
targeting, 188
Starbucks, 244
Steinberg, Ari, 42
Stoneybrook Dental, 22
Stories, 147–169
built into products and services, 161–162
creating, 154–155
examples of, 156–157
giving customers tools for telling, 162–164
inspiring customers to share, 160–161
recognition inspiring, 164–168
sources of, 150–153
through pictures and videos, 153–154
videos for telling, 248
of your organization, 148–150
Stride Rite, 76–77
Surprise and delight, 207–216
in big things, 210–212
in combining automation with human touch, 213–215
in little things, 209–210
responding to negative comments with, 87–88
with shared prizes, 212–213
Surveys, private, 129
Swarm (Foursquare), 257
Sweepstakes, 210–212
Swisher, Nick, 113
Sysomos, 17
Take Control! program (NYSDOH), 74–76
Target audience, 25–38
hypertargeting, 25
knowledge of, 34–36
of Likeable Media, 36–37
on LinkedIn, 31–32
nanotargeting, 25–26
in traditional marketing, 27
on Twitter, 32–33
Technorati, 261
Television advertising, 248
Text to Like feature, 59
“Thank you,” 92
theKbuzz, 150
Thinking like a consumer, 39–51
brand marketing vs., 46–50
examples of, 47–50
and Facebook News Feeds, 41–45
identifying what consumers like, 45–46
rule of thumb for, 41
Tiffany’s, 256
Timeline (Facebook), 238–240
Toast Café of Cary, 99–101
Tooth Buggy, 157
The Tooth Buggy Went to Europe! (album), 157
Toyota, 252
TPC (The Pampered Chef), 47–49
Traditional marketing/advertising, 27–28, 38, 69, 127
Traditional sales funnel, 221, 222
Transparency (see Honesty and transparency)
Travel Channel, 253
Tria Beauty, 131–132
TripAdvisor, 262–263
Trust:
and authenticity, 109–111
building communities around, 71–72
honesty and transparency for, 117–119
providing value to build, 138–142
and selling on social media, 218
Tumblr, 257–259
TweetChat, 244
TweetDeck, 244
Tweets (general updates), 242
TweetsGiving, 159–161
Twellow, 244
Twelpforce (Best Buy), 210
Twitter:
advertising on, 191
American Red Cross tweet on, 204–205
@replies on, 242–243
Best Buy on, 210
Cory Booker on, 123
celebrities on, 113
conversations on Facebook vs., 243
Crowdrise on, 214
Dell sales through, 222–223
direct messages on, 243
employee access to, 177–178
Epic Change Thanksgiving program on, 159–160
Favorite button on, 5
as focus group, 128–129
hypertargeting with, 25
JetBlue on, 223
listening on, 209
NYC Condom campaign on, 215
as “official website,” 175–176
Omaha Steaks on, 111
personalization on, 111
reasons for using, 231
sales through, 220–223
searching, 33
spreading the word through, 96
target audience on, 32–33
tweets (general updates) on, 242
users and employees of, 84–85
uses of, 232
using, 242–245
Umstot-Einolf, Ray, 86
Unexpected value (see Surprise and delight)
United Airlines, 73–74
“United Breaks Guitars” video, 73
Uno Pizzeria & Grill, 64, 164, 165, 167–168
Urban Outfitters, 258
Using social networks, 231–263
Angie’s List, 262
blogs, 258–261
Facebook, 234–241
Flickr, 262
Foursquare, 256–257
Google+, 250–252
Instagram, 255–256
LinkedIn, 245–247
Myspace, 262
Pinterest, 252–254
Slideshare, 247
TripAdvisor, 262–263
Tumblr, 257–258
Twitter, 242–245
Vine, 249–250
Yelp, 262–263
YouTube, 247–249
Value:
of asking questions, 128–129
of discount offers, 142
of social network ads, 191–195
unexpected (see Surprise and delight)
Value proposition, 56–59
(See also Providing value)
Values:
brand, 100
engagement and, 70–71
in social media strategy, 100
Valuing customers, 101–102
Verizon FiOS, 85–87
Videos:
for authenticity, 108–109
of Blendtec, 144–145
of corporate culture, 246
of Domino’s Pizza, 203–204
in Google+ hangouts, 251
of JetBlue’s apology, 202
as online content, 141
on Slideshare, 247
tips for, 248
on Vine, 249–250
viral, 249
(See also YouTube)
Vine, 249–250
Viral videos, 249
Virgin, 252
Vocus, 17
Voice:
authentic, 106–109
brand, 93–95
Warby Parker, 256
Wardlaw, Wendi, 22
Web, accessing information on, 54
Weber-Mendham, Karen, 131
Webinars, 247
Websites:
directing people to, 54–55
integrated with social media, 176
need for, 175–176
Whole Foods, 253
Wilson, Fred, 140
Word of Mouth Marketing Association (WOMMA), 117–118, 152
Word-of-mouth marketing, 2, 5, 99
built into products and services, 161–162
opportunities for, 180
pre-social-media, 162–163
(See also individual topics)
WordPress, 259
Work, targeting people by, 185
Yahoo!, 257
Yelp, 262–263
Youkilis, Kevin, 113
YouTube:
ALS Ice Bucket Challenge on, 160
B1Example on, 110–111
Blendtec videos on, 144–145
corporate culture videos on, 246
Domino’s Pizza video on, 203–204
Google+ hangout videos on, 251
JetBlue apology on, 202
like feature on, 5
reasons for using, 232
“United Breaks Guitars” video on, 73
uses of, 233
using, 247–249
Yusupov, Rus, 249
Zuckerberg, Edward, 61–62