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B-list bloggers, 46 EDS (now HP Enterprise Services) negative conversations and,
blogger outreach programs, 46–47, and, 276 186–187
61, 153 Element 14 and, 54, 55, 178, 303 status quo and, 185–186
blogging Evans, M., and, 329 change agents, 53, 71–77, 186
A-list bloggers, 46, 170 Formaspace and, 180–181, 182 chief marketing officers. See CMOs
B/C/D list bloggers, 46 Grasshopper and, 48–49, 146 Cisco, 340
collaboration and, 19 pre-sales funnel and, 160 CitySearch, 16
corporate blogs/identity and, 84 Social Feedback Cycle and, 5 Cleveland/Milwaukee choice
niche bloggers, 49, 170 Social Media Today and, 321, 322 (airports), 208–209
Occam’s Razor, 156, 163 social objects and, 274 C-list bloggers, 46
Posterous blogging platform, 99, Soho Publishing and, 44–45 cloud computing, 83
178, 206, 207, 291 “Take Your Own Path” (Dell) Cloud Connectors, Appirio, 238
PR Measurement Blog, 179 and, 55, 92, 176, 178, 206, Cluetrain Manifesto, 45
BlogHer, 59, 61, 176, 231, 292 208, 268, 326 CMOs (chief marketing officers), 72,
Boeing, 114 BusinessWeek, 48, 97, 98 145, 146, 183, 291, 321
Boingo, 172 buying followers, 324 Coca-Cola organization
Borland, 249 Buzzmetrics, 124, 168, 235, 238 Facebook and, 9, 98
bounce rate (Web analytics), 154, BuzzStream, 41–42, 46, 47, 49, 70, Fannovation campaign, 98–102,
156, 158, 311 96, 124, 127, 128, 129, 146– 178, 206, 207, 209, 334
Bowles, Jerry, 322 147, 149, 150, 151, 152, 170, Freestyle vending machines, 9
Brady, Diane, 98 235, 238, 242, 250, 312 NCAA fans and, 99, 100, 102,
brand ambassadors, 36, 119, 176, 345 applied knowledge transfer and, 178, 208, 335
378 brand compliments, 128 70 Pinakatt and, 98
index ■ brand outposts, 65–66, 143, 180, Grasshopper and, 49 collaboration. See also internal
221, 250, 285, 320, 327 influencer dashboards, 41, 42, 150 collaboration
communities and, 96–102 social graph and, 41–42 Ant’s Eye View and, 173–174
social business ecosystem and, tools, 46, 47 blogging and, 19
96–102 C business and, 177–188
brand touchpoints, 234 Customer Collaboration Cycle, 72
Branded! (Shafer and Brennan), 342 Caddell, Bud, 68 defined, 19–20, 26
branded business channels, 328 Café Coffee Day, 186–187, 188, 225, engagement and, 221–224
branded microsites, 9, 102, 178 enterprise collaboration platforms
Bratton, Susan, 197 236
Brennan, Bernie, 342 campaigns, communities v., 102 and, 253
Brightkite, 195 Cantor, Marc, 237 as future-oriented process, 39
Broadband Mechanics, 91 capital, social, 44, 151–152, 338 listening/collaboration/
Bryant, Jay, 34 Carey, Robin, 322
BuddyMedia, 94, 95 cases measurement, 166, 198
Budweiser Facebook tab, 94 measurement and, 67
building blocks (social business). See Formaspace, 180–181, 182 as must-do activity, 173–178
Grasshopper, 48–49, 146 nonprofits and, 224
engagement; social applications; Social CRM use cases, 239 within organizations, 134–135
Social CRM; social graph SoHo Publishing, 44–45 relationships and, 296
“Bullseye Gives,” 94 Women’s Fund of Miami-Dade social business and, 110
bullying, 33, 35 Social CRM and, 112
Burrp, 16 County, 43–44 as Social CRM element, 235
bus schedule example, 13 categories/descriptions/titles/tags social technology and, 15
Bush, Vannevar, 195 tools for, 75
business. See social business (metadata), 275, 284 workplace, 339–341
“Business Advice from Van Halen,” causation, 157–158, 179 collaborative design, 191–193. See
183 causes (social causes)
business analytics, 158–162, 163, also customer-driven design
180–184, 241, 274 Bengal Tigers/Aircel and, 271, 272 Combining Operating Ratio (COR),
business decisions, social technology Found Animals and, 263,
and, 109–127 184
business design, Social CRM and, 265–266 Comcast, 9, 226–227, 236, 257,
230–238 Habitat for Humanity and, 270
business objectives, social technology “higher calling” and, 56–59, 64, 320–321, 345
and, 343–344, 347 “The Coming Change in Social
Business Pages (Facebook), 65, 67, 104, 176, 178
68, 291 as social objects, 268–272 Media Business Applications:
business-to-business (B2B) Susan G. Komen Foundation and, Separating the Biz from the
Buzz,” 321
270 commerce analytics, 161
Tyson Foods “Hunger All-Stars” commerce optimization, 124
Communispace, 222
program and, 270, 271, 272 communities (online communities).
centrality, 306, 307
change (avoidance of change), See also specific communities
185–189
listening v., 188–189
