Index
• Number •
• A •
activities, prioritizing, 33–34
Adams, Paul, 193
AddressTwo social CRM vendor, 306
AddThis content sharing tool, 80
Adobe Insight analytics, 76
advertising, permission-based, 40
advocates, building, 71
aggregating information, 60
Alltop blog directory, 89
Amazon
reviewing actions of, 191
site, 172
American Express social knowledge base, 205
American Red Cross error, 56
analytics
Adobe Insight, 76
Clicky, 76
Google Analytics, 76
metrics, 270
word of mouth, 270
Angie's List website, 23
Any Meeting collaboration tool, 134
Apple
customer support portal, 192
Astute Solutions CRM solution, 294
AT&T Small Business Tech Poll 2012, 223
Attensity CRM solution, 291
attention
permission, 68
trust, 68
attention economy, defined, 66
Audacity podcasting tool, 99
AudioAcrobat podcasting tool, 99
Autodesk social knowledge base, 205–206
• B •
B2B traffic, generating, 148–149
backchannel
Pivot Conference, 123
Batchbook social CRM vendor, 309
Benioff, Marc, 303
Benjamin Moore, 57
best practices, establishing, 31
BI (business intelligence)
affecting brand initiatives, 262–263
directing brand initiatives, 262–263
forecasting, 263
performance measurement, 263
reporting, 262
strategic planning, 263
blog posts
frequency of, 90
style of, 90
Blog Talk Radio, 99
blog themes, selecting, 90
blogger disclosure, goverment's rules, 247
bloggers, creating guide for, 87
statistics, 87
blogging schedule, creating, 90–91
blogging tools
Typepad, 94
BlogHer media company, 145
blogs
multichannel support center, 182
Bloomfire tool, using for knowledge base, 251
Bloomingdale's Loyalist program, 170–171
BlueCamroo social CRM vendor, 310
BoardReader online search tool, 151, 168
Booz & Company study, 181
Boudreaux, Chris, 246
Boyle, Susan, 196
Brainshark application, using with tablets, 154
brainstorming tools, 136
The BrainYard, 190
brand advocacy, measuring importance of, 267–268
brand awareness, gaining, 58
brand names, searching for, 253
brand post
behind the scenes, 92
podcast, 91
product recommendations, 91
productivity tools, 92
questions and answers, 91
series, 91
top ten lists, 91
video, 91
brand speak, moving from, 17–18, 30
branding
sharing flaws, 56
brands
engagement profiles, 190
images and photos on Pinterest, 28
searcing for, 142
Britain's Got Talent, 196
Brogan, Chris, 114
Buddy Media study, 181
Buffer service, using with tweets, 110
Bungay Stanier, Michael, 121
Burberry conversation company, 241
Burstein, Daniel, 230
business development, social CRM benefits to, 233
business intelligence (BI). See BI (business intelligence)
business units, supporting, 232
buying, creating content for, 146–147
The Buying Brain, 139
buying decisions
conversion, 144
critiques, 143
deals and discounts, 144
Epinions, 143
of mothers, 145
product information, 142
searching for brands, 142
statistic related to, 142
buying groups, power of, 145
• C •
calls, deflecting via SEO, 252–255
Centralized engagement model, 244
CEOs (chief executive officers)
company-centric, 231
customer-centric, 231
finance persona, 230
legal persona, 230
marketing persona, 230
operatins persona, 230
personas, 230
reactive versus visionary, 231
sales persona, 230
serial entrepreneur persona, 230
stats versus stories, 231
stress versus process, 231
technical persona, 230
Cialdini, Robert, 124
Clicy analytics, 76
clients. See customers
cloud-based computing
backups, 133
benefits, 133
communication, 133
data, 133
scalability, 133
security, 133
CMOs (chief marketing officers), persuading, 231–232
Coca-Cola personalization, 57
co-creation
aggregating information, 60
business goals, 61
communications role, 59
divergence of audiences, 61
information technology role, 59
internal, 59
marketing role, 59
research and development roles, 59
responding to feedback, 61
team building, 59
technology, 61
collaborating with customers, 60–62, 187–188
collaboration
role in sales process, 125
true, 228
collaboration tools
Any Meeting, 134
brainstorming, 136
ConceptShare, 136
design, 136
document sharing, 135
Dropbox, 135
GanttProject, 135
Genbook, 134
Google+ Hangouts, 134
meetings, 134
MindMeister, 136
project management, 135
scheduling, 134
ShowDocument, 135
TimeBridge, 134
Tungle.me, 135
whiteboarding, 136
Wridea, 136
collaborative sales model. See also salespeople
consortium, 132
elite circle, 132
innovation community, 132
innovation mall, 132
modes, 132
social sales ecosystem, 131
communication, multi-way, 17
communication channels, evolution of, 22
communication crises, social media responses, 248–249
cross-channel marketing, 19
knowledge base, 201
member interaction, 201
posing questions, 19
promoting contests, 19
repurposing content, 19
rewards, 201
SAP site example, 202
software platform, 201
statistics, 202
community-based support site, 182, 200
companies, comparing, 190
company branding
sharing flaws, 56
adored, 240
proud, 240
company-centric marketing, 70
competition, keeping eye on, 28
complaints
platforms for, 189
compliance with CRM, encouraging, 127–128
ConceptShare collaboration tool, 136
Consona CRM sollution, 295–296
Constant Contact social CRM vendor, 307
The Consumerist site, 197
consumers
hearing, 71
Contactual CRM solution, 294–295
content
DIY, 63
increasing power of, 84
repurposing, 19
writing, 78
content curation tools
Curation Traffic, 78
Storify, 78
The Tweeted Times, 78
content inventory, keeping, 86
content pillars, building, 76–77
content sharing tools, AddThis, 80
content trips, taking with customers, 86
contests, promoting, 19
The Conversation Company, 239
conversation opportunities, creating, 42
conversations. See also customer conversations
starting, 35
conversion rates, increasing, 163
CRM (customer relationship management). See also social CRM
building blocks, 14
changing with social media, 75–76
coining of definition, 13
idea of, 12
information, 14
metrics, 14
multi-way communication, 17
organizational collaboration, 14
predicting future of, 14
processes, 14
social versus traditional, 21–25
strategy, 14
technology, 14
using social media for, 16
valued customer experience, 14
vision, 14
CRM 2.0. See social CRM
CRM solutions
customer service-centric, 289–296
IBM CRM, 288
Infor, 287
Jive, 286
Microsoft Dynamics, 283
Pivotal, 286
SAS, 287
SugarCRM, 285
CRM tools, evolution of, 162
cross-channel marketing, creating, 19
cross-channel marketing vendors
Eloqua, 314
Experian CheetahMail, 316
HubSpot, 314
Marketo, 315
Neolane, 317
Net-Results, 316
Responsys, 318
SalesFusion, 319
Silverpop, 317
crowdsourcing, 132
Curation Traffic content curation tool, 78
customer advocacy, enhancing, 170–176
customer centricity
importance of, 44
shifting to, 30
customer conversations. See also conversations
authoritativeness, 138
coverage, 138
tone, 138
volume, 138
customer engagement
customer engagement models. See also engagement profiles
Centralized, 243
Dandelion, 243
Decentralized, 243
Honeycomb, 243
Hub and Spoke, 243
customer evangelists
cultivating, 169
explained, 168
customer feedback, listening to, 35
customer interaction
enhancing, 266
customer issues, solving, 44
customer life cycle, 275
customer loyalty. See also loyalty programs
census, 158
CRM tools, 162
encouraging via gamefication, 174–176
Foursquare online network, 160
increasing conversion rates, 163
kudos and complaints, 163
nature of, 158
QR (Quick Response) codes, 158–159
social responsibility, 161–162
customer module, building for future, 275
customer opinions
Epinions website, 171
TripAdvisor, 172
Urbanspoon, 172
Yelp, 171
customer paths
creating, 86
navigation, 86
returns, 86
shopping cart, 86
customer relationships, optimizing, 13–14
customer retention, increasing, 26
customer reviews
dealing with, 173
general finding, 172
negative, 172
customer service
bad example of, 187
being generous with, 189
improving, 58
customer service department, 233
customer service questions, receiving, 170
customer service-centric solutions
Astute Solutions, 294
Attensity, 291
KANA, 292
Moxie Software, 293
customer social sites
community-based, 181
customer platforms, 181
customer reviews, 181
knowledge portals, 181
multichannel support center, 181
customer suggestions, implementing, 54
customer support costs, reducing, 27–28
customer touch points, utilizing, 170–171
customer-centric marketing
adding value, 71
building advocates, 71
hearing consumers, 71
measuring relationships, 72
providing solutions, 71
retaining loyalty, 72
customers. See also social customer service
collaborating with, 20–21, 60–62, 187–188
forming relationships with, 125–126
getting 360-degree views of, 275–276
giving influence to, 20
interactions, 126
involving in conversations, 53–54
listening to, 16
meeting in other media, 30
priorities, 16
social engagement, 34
takiing content trips with, 86
unpredictable buying habits of, 75
use of social media, 41
customer's actions, observing, 65
• D •
data. See also information; social data
analysis, 261
collection, 261
data collection, structuring, 263–264
Decentralized engagement model, 244
Dell Computers, recovery from disaster, 207–208
Dell's IdeaStorm website, 60
demographics, matching with psychographics, 40
descriptive analytics, 261–262
design collaboration tools, 136
DIY content, explained, 63
document sharing tools, 135
Domino Project, 121
Donston-Miller, Debra, 190
Dropbox collaboration tool, 135
Drug Store News, 174
• E •
ecosystem, defining, 228
Elle Magazine sweepstakes, 213–214
Eloqua cross-channel marketing vendor, 314
e-mail, multichannel support center, 182
embedded technology, pushing, 276–277. See also technology
employee empowerment
people factor, 242
performance factor, 242
place factor, 242
employee participation, value of, 241
employees. See also social employees
getting on board, 35
using outside connections, 241
engagement profiles. See also customer engagement models
butterflies, 190
mavens, 190
selectives, 190
wallflowers, 190
Engagement Pyramid levels
Contributing, 186
Endorsing, 186
Following, 186
Leading, 186
Observing, 186
Owning, 186
Engagement: Ranking the Top 100 Global Brands, 190
enterprise, organizing for social media, 243–244
enterprise-level CRM solutions
IBM CRM, 288
Infor, 287
Jive, 286
Microsoft Dynamics, 283
Pivotal, 286
SAS, 287
SugarCRM, 285
evolving technology. See also technology
changing employee outlook, 272
keeping pace with customers, 273
ExactTarget cross-channel marketing vendor, 319–320
Experian CheetahMail cross-channel marketing vendor, 316
• F •
business interaction on, 42
daily updates, 110
followers, 112
importance of, 111
IPO investigation, 111
Like button, 112
multichannel support center, 182
sharing recommendations, 43
Timeline, 112
What's on Your Mind box, 112
female versus male audiences, 145
Field Boccaccio, Katherine, 174
flaws, calling out, 56
Fleet, Dave, 246
forecasting, using BI (business intelligence) for, 263
forums, communicating in, 151
Foursquare online network, 160
Free Conferance webinar host, 118
Freedcamp collaboration tool, 135–136
freedom of speech, 23
future of CRM
conversations, 274
customer module, 275
customer needs, 274
demographics, 274
feedback, 274
influence, 274
preferences, 274
relationships, 274
transactions, 274
• G •
gamefication
benefit, 175
encouraging customer loyalty with, 174–176
statistics, 175
Gandhi, Suketu, 242
GanttProject collaboration tool, 135
Garden Guides membership site, 76–77
Genbook collaboration tool, 134
Get Satisfaction Infographic, 75
Gillin, Paul, 245
Glam Media website, 20
goals
determining, 58
Godin, Seth, 121
Google, Project Re: Brief, 82–84
Google Alerts, 199
Google Analytics, 76
Google blogs search, 89
Google+ Hangouts collaboration tool, 134
Google+ Local, 218
Gossieaux, Francois, 200
GoToWebinar webinar host, 117
grocery shopping habits, changes in, 174
Grouped, 193
guidelines, establishing, 31
• H •
Hagel, John, 242
Hardy, Jeff, 110
HARO (Help a Reporter Out), 165
Honeycomb engagement model, 244
Hub and Spoke engagement models, 244
HubSpot cross-channel marketing vendor, 314
human resources, social CRM benefits to, 233
• I •
IBM Connections, 234
IBM's social media guidelines, 88
ideas
asking for, 28
identifying innovative, 28
IdeaScale Innovation Mall, 132
IdeaStorm website, 60
InboundWriter tool, using with SEO keywords, 92–93
incentives, offering, 45
incentivizing customers, 20–21
influence
giving to customers, 20
having, 124
influence score
checking, 124
Klout tool, 124
Kred tool, 124
PeerIndex tool, 124
influencers
blogs, 168
forums, 168
social media sites, 167
traffic sources, 167
Infor CRM solution, 287
information. See also data
aggregating, 60
considering, 14
Information Governance, 247
Infusionsoft social CRM vendor, 311
InsideView statistics, 148
Instant Teleseminar webinar host, 117–118
internal ecocystem, defining, 228
internal knowledge base. See also social knowledge base
Bloomfire tool, 251
format, 251
writing style, 251
internal social network. See also social networks
IBM Connections, 234
iOS app, 169
IVR (interactive voice response), 182
• J •
JitterJam social CRM vendor, 310
Jive CRM solution, 286
Jobs, Steve, 241
• K •
KANA CRM solution, 292
Kawasaki, Guy, 89
KB (knowledge base). See internal knowledge base; social knowledge base
Klout tool, checking influence score with, 124
Kolsky, Esteban, 15–16, 300–301
Kred tool, checking influence score with, 124
• L •
Larson, Dave and Sarah, 106
leader. See social leader; thought leaders
leads
converting into customers, 27
best practices, 153
considering, 114
creating relationships on, 152–153
listening
to customers, 138
and observing, 28
loyal advocates, needs of, 168–169
loyalty, retaining, 72
loyalty programs. See also customer loyalty
fee-based, 164
games, 164
high-end, 171
partnerships, 164
points, 164
tiered rewards, 164
• M •
male versus female audiences, 145
Malone's Laws of Technology, 189
Market Foolery by Motley Fool, 97
marketing
company-centric, 70
concept of, 11
permission-based, 45
to social customers, 44
taking beyond messaging, 44–45
Marketing 2.0 model
explained, 65
marketing automation, uses for, 130
marketing department, social CRM benefits to, 233
marketing economy, discovering, 66–67
Marketing Matters, 75
McDonald's social media campaign, 85
McGonigal, Jane, 175
McKee, Robert, 81
Mediafly tools, using with tablets, 154
MediaVantage site, 261
MediaWiki social knowledge base, 205
meetings, collaboration tools, 134
messaging
building relationships, 44
entertainment, 44
offering incentives, 45
solving customer issues, 44
for up-front value, 46
metrics, considering, 14
microblog, Twitter, 106
Microsoft Dynamics CRM solution, 283
Microsoft Office 365 social knowledge base, 205
MindMeister collaboration tool, 136
MindTouch social knowledge base, 205–206
mobile campaigns, developing, 211–216
mobile consumer trends
statistic, 210
mobile devices
company data, 222
conditions for connection, 222
diagnostics, 222
discounts, 218
employees in field, 219
finalizing sales and pricing, 219
getting recommendations, 218
location-based devices, 217–218
managing documents, 219
platforms, 222
repair, 222
security requirements, 222
shopping, 218
usage statistics, 223
use by small businesses, 223
use by social customers, 38–39
mobile enterprise
benefits to, 220
defining, 220
mobile strategy
connecting, 212
Elle Magazine sweepstakes, 213–214
entertaining, 213
informing, 214
managing, 213
navigating, 216
viewing, 212
mobile usage modes
Connect, 211
Entertain, 211
Inform, 211
Manage, 211
Navigate, 211
Search, 211
Shop, 211
Moore, Benjamin, 57
Moran, Ed, 200
Morton's steak house example, 46–47, 165
Moxie Software CRM solution, 293
multichannel support center
blogs, 182
community-based help, 182
e-mail, 182
Facebook, 182
IVR (interactive voice response), 182
SMS (mobile messages), 182
Twitter, 182
YouTube, 182
multisensory experiences, providing, 139–140
multi-way communication, accepting, 17
• N •
negative customer reviews, responding to, 172
Neolane cross-channel marketing vendor, 317
Net-Results cross-channel marketing vendor, 316
The New Power Base Selling, 126–127
newsjacking, using with SEO keywords, 93
Nguyen, Baochi, 247
Nielsen Social Media Report, 74
Nimble social CRM vendor, 305–306
Nordstrum, reviewing actions of, 192
NPS (Net Promoter Score), realizing, 268
Nutshell social CRM vendor, 308
• O •
observing and listening, 28
Orabrush on YouTube, 104
Oracle CRM solution, 281
organizational collaboration, considering, 14
Owyang, Jeremiah, 243–244, 249
• P •
Parature CRM solution, 291–292
PeerIndex tool, checking influence score with, 124
Pegasystems CRM solution, 293–294
performance measurement, using BI (business intelligence) for, 263
permission-based marketing, 45
personalization, discovering, 57
pillar content, explained, 76
Pinterest visual platform, 28, 115
Pisano, Gary, 132
Pivot Conference, 123
Pivotal CRM solution, 286
Planet Money from NPR, 97
podcasting
statistics, 95
strategy, 95
value of, 95
podcasting tools
Audacity, 99
AudioAcrobat, 99
Blog Talk Radio, 99
types, 98
podcasts
benefitting from, 96
getting heard, 100
Market Foolery by Motley Fool, 97
Planet Money from NPR, 97
statistics, 100
PR fiascos, recovering from, 208, 248–250
Pradeep, A.K., 139
presentations, creating on tablets, 154
PresentiaFX app, using with tablets, 154
presenting
Price Waterhouse study, 138
Pring, Cara, 105
prioritizing
processes, considering, 14
producer versus consumer, 62–63
product development, social CRM benefits to, 233
product names, searching for, 253–254
product-centric marketing
benefits, 69
explained, 69
features, 69
value, 69
project management tools, 135
Project Re: Brief ads
purpose, 82
updating stories, 84
Volvo, 83
promotions, creating, 189
psychographics, matching with demographics, 40
Publix Super Markets, reviewing actions of, 192
Pulitzer, Lilly, 57
purchasing decisions
conversion, 144
critiques, 143
deals and discounts, 144
Epinions, 143
of mothers, 145
product information, 142
searching for brands, 142
statistic related to, 142
• Q •
QR (Quick Response) codes, 158–159
questions, deflecting via SEO, 252–255
questions, posing, 19
• R •
Radian6 site, 199
Rampen, Wim, 299
recommendations, sharing on Facebook, 43
Redden, Joseph, 75
referral sites, consulting, 23
relationship building, shifting to, 23
relationships
building, 44
forming with customers, 125–126
measuring, 72
Relenta social CRM vendor, 308–309
reporting
using BI (business intelligence) for, 262
reputation monitoring
The Consumerist site, 197
Google Alerts, 199
Radian6 site, 199
Social Mention site, 198
Sprout Social site, 200
Trackur site, 199
Wildfire's Social Media Monitor, 200
resources
Alltop, 89
Google blogs search, 89
Technorati, 89
Responsys cross-channel marketing vendor, 318
reviews
dealing with, 173
general finding, 172
negative, 172
The Rise to the Top blog, 101–102
Rodriguez, Giovanni, 242
ROI (return on investment), 141
• S •
sales, growing, 58
sales approach
education, 140
entertainment, 140
sales intelligence
internal versus external data, 129–130
sales profile, establishing with content, 149–152
sales team
business acumen, 127
competitive differentiation, 127
executive bonding, 127
identifying strengths, 126–127
political advantage, 127
relationship adeptness, 127
resource optimization, 127
value creation, 127
SalesFusion cross-channel marketing vendor, 319
salespeople. See also collaborative sales model
SAP Community Network, 202
SAP CRM solution, 282
Sarner, Adam, 183
SAS CRM solution, 287
scheduling, collaboration tools, 134
Schneider, Martin, 300
Scoop.it content curation tool, 78–79
Screencast video hosting, 103
Scribe tool, using with SEO keywords, 92
search tool, BoardReader, 168
self-serve portal
benefitting from, 203
selling, shifting to relationship building, 23
selling to buying brain, 139–140
SEO (search engine optimization), deflecting questions and calls, 252–255
SEO keywords
newsjacking, 93
Scribe tool, 92
SFA (sales force automation), 13
Shankman, Peter, 46–47, 165–166
ShareThis content sharing tool, 80
sharing
rationale, 42
ShowDocument collaboration tool, 135
showrooming, combatting, 217
Silverpop cross-channel marketing vendor, 317
Simon, Herbert A., 66
Siteman Garland, David, 101
sites. See resources; websites
slide shows
SlideRocket site, 119
SlideRocket site, 119
SlideShare site, 119
Small Business Mobile Survey, 223
small business social CRM vendors
AddressTwo, 306
Batchbook, 309
BlueCamroo, 310
Constant Contact, 307
Infusionsoft, 311
JitterJam, 310
Nutshell, 308
Zoho, 307
Small Business Tech Poll 2012, 223
statistic, 211
usage, 216
Smooth Wine Rack loyalty game, 176–177
SMS (mobile messages), 182
SnapShop website, 169
Social Business Readiness, 249
social challenges, realizing, 233–234
social conversations, starting, 35
social CRM. See also CRM (customer relationship management)
benefits to departments, 233
business development, 233
challenges, 30
customer service, 233
evolution, 35
as experience, 74
human resources, 233
marketing department, 233
product development, 233
reaping benefits of, 30
as strategy, 22
success metrics, 58
as technique, 74
social CRM approaches
relational, 35
transactional, 35
social CRM goals
determining, 58
social CRM system, finding, 269
social CRM team, building, 31–32
social customer service. See also customers
activity, 183
American Express survey, 185
benefits, 183
determining progress, 183
incorporating social media, 184–185
influencers, 183
self-serve portal, 203
social knowledge base, 204–206
traffic, 183
social customers. See also customers
buying patterns, 38
change in, 40
marketing to, 44
understanding, 33
social data. See also data
collecting, 35
descriptive analytics, 261–262
enhancing customer interaction, 266
filtering, 260
MediaVantage site, 261
processing, 260
sorting through, 260
Track Social site, 261
trnaslating into metrics, 264–268
social employees. See also employees
adored companies, 240
conversation companies, 240–241
proud companies, 240
social enterprise, gaining support for, 231–232
social graph
explained, 193
external networks, 195
internal networks, 195
leveraging, 195
social is public, 23
social knowledge base. See also internal knowledge base
American Express, 205
MediaWiki platform, 205
Microsoft Office 365, 205
social leader. See also thought leaders
social media
defending business side of, 10–12
follow-up statistic, 130
guidelines, 88
overload of information, 30
reasons for interaction with, 189
ROI (return on investment), 141
statistics, 74
use by customers, 41
using for CRM, 16
social media channels, identifying, 33
social media policies
company property, 245
confidential information, 245
e-mail, 245
impact of organization, 243–244
inappropriate solicitations, 245
incorporating, 247
list of, 246
passwords, 245
public disclosures, 245
resources, 246
security, 245
technical services, 245
template, 246
tool wizard, 247
social media users, statistics, 87
Social Mention site, 198
social metrics
conversions, 191
demographics, 190
fan quality, 190
follower quality, 190
popular content, 191
social network alternatives
LinkedIn, 114
social networks, uses of, 34, 235. See also internal social network
social organization
applications in cloud, 229
big data, 229
impact of social media, 229
mobile technology, 229
technology, 229
social reach, improving, 58
social reputation
The Consumerist site, 197
Google Alerts, 199
Radian6 site, 199
Social Mention site, 198
Sprout Social site, 200
Trackur site, 199
Wildfire's Social Media Monitor, 200
social responsibility, importance to customers, 161–162
social sales cycle, closing, 147–148
social sales ecosystem
customer support, 131
customers, 131
information technology, 131
marketing, 131
partners, 131
suppliers, 131
vendors, 131
SocialBro tool, using with Twitter, 109
solutions, providing for customers, 71
Southwest Airlines, 196
spam, defined, 141
Sprout Social site, 200
Starbucks example, 188
statistics
blogging, 87
daily e-mail messages, 110
employee usage of mobile devices, 223
Facebook daily updates, 110
follow-up with social media, 130
Google+, 114
grocery shopping habits, 174
LinkedIn, 114
loyalty cards, 157
male versus female audiences, 145
member communities, 202
mobile consumer trends, 210
purchasing decisions, 142
smartphones, 211
social customer service, 183–184
social game behavior, 175
social media personas, 145–146
social media users, 74
social networks for salespeople, 148
social responsibility, 161
tablet users, 153
technology budgets, 232
tool budgets, 232
Tumblr visual platform, 116
videos, 100
Storify content curation tool, 78
story construction
companies, 81
products, 81
specif users, 81
trends, 81
story strategy, backfiring, 85
StoryDesk technology, using with tablets, 154
storytelling principles
call to action, 82
customer engagement, 81
desired outcome, 82
emotional content, 82
getting attention, 82
identifying hero, 82
strategic planning, using BI (business intelligence) for, 263
strategy
considering, 14
expanding, 34
social CRM as, 22
success, driving in CRM, 44–45
success metrics, defining, 58
SugarCRM solution, 285
superfans, pros and cons, 247
Sword Ciboodle CRM solution, 183, 289–290
• T •
tablets
benefits, 154
Brainshark application, 154
creating presentations on, 154
Mediafly tools, 154
PresentiaFX app, 154
StoryDesk technology, 154
using for productivity, 153–154
Tales of the Revolution, 121
technology. See also embedded technology; evolving technology
considering, 14
embracing, 33
technology budget, change in, 232
Technorati blog directory, 89
teleseminars, creating, 151
text analysis
categorization, 265
clustering, 265
named entities, 265
sentiment, 265
summarization, 265
thinkJar consulting organization, 183
thought leaders. See also social leader
Benioff, Marc, 303
Metz, Adam, 298
Rampen, Wim, 299
Schneider, Martin, 300
TimeBridge collaboration tool, 134
Timely service, using with tweets, 110–111
tool budget, change in, 232
Track Social site, 261
Trackur site, 199
Trader Joe's, reviewing actions of, 193
audience, 250
guidelines, 250
knowledge base, 250
updates, 250
work flow, 250
TripAdvisor site, 172
true collaboration, 228
trust of customers, gaining, 237–243
Tumblr visual platform, 116
Tungle.me collaboration tool, 135
Tweet Grader tool, 108
The Tweeted Times content curation tool, 78
tweets
finding for topics, 109
functions of, 106
scheduling, 110
Tweriod tool, 109
Twiddla collaboration tool, 136–137
Twitalyzer tool, 108
character limit, 106
daily updates, 110
multichannel support center, 182
statistics, 106
Twitter accounts
analytics, 109
number of, 105
TweetSmarter, 106
Twitter basics
DM (Direct Message), 107
followers, 107
hashtag (#), 107
retweet, 107
trends, 107
tweets, 107
Twitter tools
Buffer service, 110
grading accounts, 108
SocialBro, 109
Tweet Grader, 108
TweetStats service, 108
Tweriod, 109
Twitalyzer, 108
Typepad blogging tool, 94
• U •
UBM Technology Brief, 247
Urbanspoon site, 172
• V •
value, adding for customers, 45–46, 71
valued customer experience, considering, 14
Vellmure, Brian, 36
Verganti, Roberto, 132
Viddler video hosting, 103
video hosting, YouTube, 104–105
video-hosting
Screencast, 103
sites, 103
Viddler, 103
Vimeo, 103
Wistia, 103
business purposes, 101
statistics, 100
viewing, 101
Vimeo video hosting, 103
viral marketing
Bank of America, 196
power of, 196
too fat to fly, 196
vision, considering, 14
visual platforms
Pinterest, 115
Tumblr, 116
Volvo ad, 83
• W •
WebEx webinar host, 117
webinar hosts
Free Conferance, 118
GoToWebinar, 117
WebEx, 117
webinars, creating, 151
websites
Adobe Insight analytics, 76
American Express social knowledge base, 205
analytics, 76
Angie's List, 23
Audacity, 99
AudioAcrobat, 99
Autodesk social knowledge base, 205
Benioff, Marc, 303
Blog Talk Radio, 99
brainstorming tools, 136
Clicky, 76
The Consumerist, 197
Curation Traffic, 78
Dell's IdeaStorm, 60
design collaboration tools, 136
document sharing tools, 135
Eloqua cross-channel marketing vendor, 314
ExactTarget cross-channel marketing vendor, 319–320
Experian CheetahMail cross-channel marketing vendor, 316
Foursquare online network, 160
giffgaff mobile network, 62
Glam Media, 20
Google Alerts, 199
Google Analytics, 76
HARO (Help a Reporter Out), 165
HubSpot cross-channel marketing vendor, 314
IBM CRM, 288
IBM's social media guidelines, 88
IdeaScale Innovation Mall, 132
influence scores, 124
Infor, 287
Jive, 286
Market Foolery by Motley Fool, 97
Marketo, 150
Marketo cross-channel marketing vendor, 315
meeting tools, 134
Metz, Adam, 298
Microsoft Dynamics, 283
Neolane cross-channel marketing vendor, 317
Net-Results cross-channel marketing vendor, 316
Oracle CRM, 281
Pinterest, 28
Pivotal, 286
Planet Money from NPR, 97
project management tools, 135
Project Re: Brief, 84
PunchTab framework, 160
Radian6, 199
Rampen, Wim, 299
Responsys cross-channel marketing vendor, 318
SalesFusion cross-channel marketing vendor, 319
SAP, 282
SAP Community Network, 202
SAS, 287
scheduling tools, 134
Schneider, Martin, 300
Screencast, 103
SEO keywords, 92
Silverpop cross-channel marketing vendor, 317
slide shows, 119
SnapShop, 169
social media policies, 246
Social Mention, 198
Sprout Social, 200
Storify, 78
SugarCRM, 285
tablet presentations, 154
Trackur, 199
The Tweeted Times, 78
Viddler, 103
Vimeo, 103
whiteboarding tools, 136
Wildfire's Social Media Monitor, 200
Wistia, 103
whiteboarding tools, 136
Wine Rack loyalty game, 176–177
Wion, Rick, 85
Wistia video hosting, 103
WordPress.org blogging tool, 94
Worldwide Social Media for Business Study, 130
Wridea collaboration tool, 136
• Y •
Yelp site, 171
YouTube
multichannel support center, 182
• Z •
Zhivago, Kristin, 230
Zoho social CRM vendor, 307
Zuckerberg, Mark, 112